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Financing Transactions 12 MOBILE SMART FUNDAMENTALS MMA MEMBERS EDITION AUGUST 2012 messaging . advertising . apps . mcommerce www.mmaglobal.com NEW YORK • LONDON • SINGAPORE • SÃO PAULO MOBILE MARKETING ASSOCIATION AUGUST 2012 REPORT MMA Launches MXS Study Concludes that Optimal Spend on Mobile Should be 7% of Budget COMMITTED TO ARMING YOU WITH Last week the Mobile Marketing Association unveiled its new initiative, “MXS” which challenges marketers and agencies to look deeper at how they are allocating billions of ad THE INSIGHTS AND OPPORTUNITIES dollars in their marketing mix in light of the radically changing mobile centric consumer media landscape. MXS—which stands for Mobile’s X% Solution—is believed to be the first YOU NEED TO BUILD YOUR BUSINESS. empirically based study that gives guidance to marketers on how they can rebalance their marketing mix to achieve a higher return on their marketing dollars. MXS bypasses the equation used by some that share of time (should) equal share of budget and instead looks at an ROI analysis of mobile based on actual market cost, and current mobile effectiveness impact, as well as U.S. smartphone penetration and phone usage data (reach and frequency). The most important takeaways are as follows: • The study concludes that the optimized level of spend on mobile advertising for U.S. marketers in 2012 should be seven percent, on average, vs. the current budget allocation of less than one percent. Adjustments should be considered based on marketing goal and industry category. • Further, the analysis indicates that over the next 4 years, mobile’s share of the media mix is calculated to increase to at least 10 percent on average based on increased adoption of smartphones alone. • While MXS was not developed to calculate total Mobile industry spend, the MMA expects comparisons will be made so one could conclude that overall “Mobile Marketing” (measured marketing spend) could be an approximately $26 billion market in the U.S. and higher globally. Clearly, the implications of this study to our industry are monumental. To learn more about the findings in MXS and read the entire report, visit: www.mmaglobal.com/research/MXS. INTRODUCTION 2 MOBILE MARKETING ASSOCIATION AUGUST 2012 REPORT Table of Contents EXECUTIVE MOVES 4 PUBLIC COMPANY ANALYSIS 7 M&A TRANSACTIONS 9 FINANCING TRANSACTIONS 12 MMA OVERVIEW 20 HIDDEN RIVER OVERVIEW 22 Greg Stuart Todd Parker CEO, Mobile Marketing Association Managing Director, Hidden River [email protected] [email protected] MOBILE MARKETING ASSOCIATION AUGUST 2012 REPORT Executives on the Move Name New Company Old Company New Company Summary Date Lockerz is a leader in rewarded social expression, Mark Stabingas Chief Executive Officer, Lockerz Chief Operating Officer, Lockerz striving to revolutionize the way the world discovers and 8/29/12 consumes product and content. SessionM is a mobile start-up aimed at developers, Chairman and CEO, The Weather Channel David Kenny Board of Directors, SessionM publishers, and advertisers, SessionM’s platform ignites 8/28/12 (Currently Serving) deeper engagement with mobile content and advertising. Yahoo! Inc. (Yahoo!), incorporated in 1995, is a global Internet brand. Yahoo! is focused on creating deeply personal digital experiences that keep more than half a Kathy Savitt Chief Marketing Officer, Yahoo Chief Executive Officer, Lockerz billion people connected to what matters most to them, 8/28/12 across devices and around the globe. Yahoo!’s unique combination of Science + Art + Scale connects advertisers to the consumers who build their businesses. Vice President of Client Solutions, AudienceScience is a technology-centric media company Melissa Walston Sr. Director, Advertiser Solutions, AudienceScience 8/28/12 AudienceScience focused on the science of online marketing. Onswipe is a platform that provides a way for publishers of all sizes to make their content and advertising a Jared Hand Chief Revenue Officer, Onswipe Vice President of Sales, Jumptap 8/23/12 beautiful experience on touch-enabled devices via Web browser. Onswipe is a platform that provides a way for publishers of all sizes to make their content and advertising a Rich Bloom Chief Operating Officer, Onswipe Vice President of Video, AOL 8/23/12 beautiful experience on touch-enabled devices via Web browser. Vice President of Revenue Strategy & Operations, AppNexus is one the most advanced platform for buying Chris Eberle Vice President of Strategic Accounts, AppNexus 8/23/12 Meebo, Inc. real-time online advertising. The Mocean Mobile platform offers publishers, mobile ad Christianne Group Creative Director of Consumer Brands, networks and app stores a vast array of easy-to-use Creative Director, DDB LA 8/23/12 Brooks Mocean tools, analytics, and is integrated with most mobile rich media providers in the industry. BuzzMedia is a social media publisher operating over 40 Stephen Hansen President, BuzzMedia President and Chief Operating Officer, TrueCar 8/22/12 pop culture sites. GroupM is the world's number one media investment Chief Digital Investment Officer, GroupM (North Ari Bluman President (North America), Real Media Group management operation, serving as the parent company 8/22/12 America) to WPP's media agencies. Lenco Mobile Inc. is a mobile marketing solutions Bob Chiumento General Manager of the Americas, Lenco Mobile General Electric 8/22/12 company. Blitz Media develops innovative and powerful Sam Der- vice president, director of digital and analytics, Co-Founder, epiSphere communications platforms that effectively connect people 8/21/12 Kazaryan Blitz Media with brands. M80, a GroupM company, is a social-media marketing Joe Quattrone Vice President (New York), M80 Senior Account Director, M80 8/13/12 agency. Time Inc., a Time Warner company, is one of the largest content companies in the world. With a portfolio of 21 Director of Mobile Advertising, Viacom Media U.S. magazines and more than 25 U.S. Web sites, Solomon Masch Mobile Sales Director, Time, Inc 8/9/12 Networks including some of the world’s most popular, powerful and trusted brands, it is the largest magazine publisher in the U.S., and a leading publisher in the U.K. and Mexico. Vodafone Group is a mobile telecommunications company. The company has a significant presence in Chief Executive Officer of Global Enterprise, Jan Geldmacher Enterprise Business Director, Vofafone Germany Europe, the Middle East, Africa, Asia Pacific and the 7/30/12 Vodafone United States. In the United States the group’s associated undertaking operates as Verizon Wireless. Cable & Wireless Worldwide PLC (informally Cable & Chief Executive Officer of Global Enterprise, Wireless) is a British multinational telecommunications Nick Jeffery Chief Executive Officer, CWW 7/30/12 Vodafone services company headquartered in Bracknell, United Kingdom and a wholly owned subsidiary of Vodafone. General Manager and External Vice President, SecureKey provides an innovative platform-as-a-service Charles Walton Chief Executive Officer, SecureKey Technologies 7/27/12 INSIDE Secure for authentication, payment and identity. appssavvy is an activity advertising technology company. Through its activity platform, appssavvy enables leading Peter Wang Senior Vice President of Engineering, Appssavvy Director of Engineering, Buddy Media 7/26/12 web, social and mobile publishers to unlock and create new, display advertising opportunities. Z2Live is bringing the next generation of gaming to Lou Fasulo Chief Executive Officer, Z2Live Chief Operating Officer, Z2Live mobile. The company builds highly social games that 7/24/12 leverage the Free-to-Play model. Jumptap is a mobile ad network and the leader in Frank Weishaupt Chief Operating Officer, JumpTap VP of Advertising, Yahoo 7/24/12 targeted mobile advertising. Source: Thomson Reuters, VentureDeal and Hidden River, LLC EXECUTIVE MOVES 4 MOBILE MARKETING ASSOCIATION AUGUST 2012 REPORT Executives on the Move Name New Company Old Company New Company Summary Date Blue Calypso Inc. delivers a patented mobile social marketing and advertising platform that enables brands John Bucher Board of Advisors, Blue Calypso, Inc. Senior Vice President, Motorola Mobility 7/23/12 to leverage customer relationships to encourage brand loyalty and increase spending. Muffi Ghadiali Head of hardware and software, OUYA Lab 126, Amazon Android based console makers 7/19/12 Appcelerator Titanium is the leading cross platform Lyla Kuriyan Vice President of Marketing, Appcelerator Google mobile development solution for native, hybrid and 7/19/12 McInerney mobile web applications. Appcelerator Titanium is the leading cross platform General Manager and Vice President of Products, Jonathan Rende Vice President of Products, Appcelerator mobile development solution for native, hybrid and 7/19/12 HP Software mobile web applications. Appcelerator Titanium is the leading cross platform Vice President of Customer Success, Mark Aronica Senior Director, Vmware mobile development solution for native, hybrid and 7/19/12 Appcelerator mobile web applications. Tapjoy is a mobile advertising and monetization platform whose unique Mobile Value Exchange™ model allows Claire Hough Senior Vice President of Engineering, Tapjoy, Inc. Chief Technology Officer, Citrus Lane 7/19/12 users to select personalized advertisements with which to engage for virtual currency or premium content. Digitaria has remained a pioneer in digital marketing and VP of Customer Relationship Management and Dan Jurek Director of Customer Experience Planning, Aimia technology, providing
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