MOBILE SMART FUNDAMENTALS MMA MEMBERS EDITION NOVEMBER 2014 messaging . advertising . apps . mcommerce www.mmaglobal.com NEW YORK • LONDON • SINGAPORE • SÃO PAULO MOBILE MARKETING ASSOCIATION NOVEMBER 2014 REPORT Measurement & Creativity Thoughts for 2015 Very simply, mobile marketing will continue to present the highest growth opportunities for marketers faced with increasing profitability as well as reaching and engaging customers around the world. Widely acknowledged to be the channel that gets you the closest to your consumers, those marketers that leverage this uniqueness of mobile will gain competitive footholds in their vertical markets, as well as use mobile to transform their marketing and their business. The MMA will be focused on two cores issues which we believe will present the biggest opportunities and challenges for marketers and the mobile industry in 2015: Measurement and Creativity. On the measurement side, understanding the effectiveness of mobile: the ROI of a dollar spent and the optimized level for mobile in the marketing mix will become more and more critical as increased budgets are being allocated towards mobile. MMA’s SMoX (cross media optimization research) will provide the first-ever look into this. Additionally, attribution and understanding which mobile execution (apps, video, messaging, location etc…) is working for which mobile objective will be critical as marketers expand their mobile strategies. On the Creative side, gaining a deeper understanding of creative effectiveness cross-screen and having access to case studies from marketers that are executing some beautiful campaigns will help inspire innovation and further concentration on creating an enhanced consumer experience specific to screen size. We hope you’ve had a successful 2014 and we look forward to being a valuable resource to you again in 2015. Happy Holidays from all at the MMA! As ever, please let the MMA team know if there is anything we can do to help your mobile efforts. Best, Greg Stuart INTRODUCTION 2 MOBILE MARKETING ASSOCIATION NOVEMBER 2014 REPORT Table of Contents EXECUTIVE MOVES 4 PUBLIC COMPANY ANALYSIS 6 M&A TRANSACTIONS 8 FINANCING TRANSACTIONS 11 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 NOVEMBER 2014 REPORT Executives on the Move Name New Company Old Company New Company Summary Date Cyanogen is a company that is focused on reimaging the Frank Montes General Counsel, Cyanogen General Counsel, Coin 11/24/14 mobile operating system. Informate Mobile Intelligence specializes in mobile Chief Executive Officer, Informate Mobile measurement, including the tracking of content, Will Hodgman Chief Executive Officer, KISSMetrics 11/18/14 Intelligence advertising and in-app activity on smartphones and tablets. Senior Vice President of Corporate Sprint offers a comprehensive range of wireless and Douglas Communications & Corporate Social Chief Communications Officer, Visa wireline communication services bringing the freedom of 11/18/14 Michelman Responsibility, Sprint mobility to consumer. Sprint offers a comprehensive range of wireless and Frank Boyer Chief Procurement Officer, Sprint Principal Consultant, FCB Consulting* wireline communication services bringing the freedom of 11/18/14 mobility to consumer. Nintex, a SharePoint workflow company, delivers Russ Mann Chief Marketing Officer, Nintex Chief Executive Officer, Covario software and cloud services that empower companies to 11/18/14 automate their business processes. Point Inside offers StoreMode, a platform that enables Sebastien Head of Product, Point Inside Managing Director, XSpectra at Mycroft Inc. brick and mortar retailers to engage with mobile 11/18/14 Fouillade customers along their purchase path. Nintex, a SharePoint workflow company, delivers Vice President of Channel Strategy & Channel Josh Waldo Senior Director, Cloud Partner Strategy, Microsoft software and cloud services that empower companies to 11/13/14 Programs, Nintex automate their business processes. Vice President of Sales & Channel, DataCore PayScale provides compensation data to individuals and Melody Brown Senior Vice President of Sales, PayScale 11/13/14 Software employers through its online tools and software. PayScale provides compensation data to individuals and Stacey Klimek Vice President of People, PayScale Controller / HR/ Operations, PayScale 11/13/14 employers through its online tools and software. Marchex is a mobile advertising company providing a Peter Greb Vice President of National Clients, Marchex Vice President, Client Partner, Razorfish software suite for businesses that depend on consumer 11/11/14 phone calls to drive sales. Marchex is a mobile advertising company providing a Vice President of Strategy & Development, Group Director, Corporate Strategy & Planning, Daniel Behrendt software suite for businesses that depend on consumer 11/11/14 Marchex Samsung phone calls to drive sales. HotelTonight is a mobile hotel booking application that Amy Bohutinsky Board of Directors, HotelTonight Chief Marketing Officer, Zilllow* allows users to find and reserve same-day hotel rooms 11/6/14 from their smartphones. Impinj is a leading provider of UHF RFID solutions that provide Item Intelligence in the retail, pharmaceutical, Chris Diorio Chief Executive Officer, Impinj Chief Technology Officer, Impinj 11/4/14 healthcare, food and beverage, and many other industries. Amobee is a mobile advertising platform offering end-to- Adam Wade Business Development Director, Amobee Digital Director, Carat end mobile advertising solutions and services for 10/29/14 advertisers and publishers. Rhapsody is a music subscription service that offers David Hose Interim Chief Executive Officer, Rhapsody Co-Founder, Soundwall, LLC (current position) 10/22/14 videos, playlists, reviews and radio stations. Shauna Causey Vice President of Marketing, EveryMove.org Marketing Executive, UP Global EveryMove.org is a Seattle health start-up. 10/22/14 Garret Link Vice President of Product, EveryMove.org Vice President of Product, Koru, Inc EveryMove.org is a Seattle health start-up. 10/22/14 Vice President, Marketing and Publisher Relations, PlayFab is a cloud based provider of tools and services Chris Donahue Director, Developer Relations, PlayFab 10/21/14 CiiNOW for building and managing online games. SkyKick is a Seattle start-up that helps move companies Steve Bonilla Chief Operating Officer, SkyKick Chief Operating Officer, Spiraledge 10/20/14 onto Microsoft’s Office 365 cloud platform. Senior Cloud Strategy, Microsoft’s U.S. SMB SkyKick is a Seattle start-up that helps move companies Peter Labes Vice President of Business Development, SkyKick 10/20/14 Channel Group onto Microsoft’s Office 365 cloud platform. SkyKick is a Seattle start-up that helps move companies Eric Jewett Vice President of International, SkyKick Microsoft 10/20/14 onto Microsoft’s Office 365 cloud platform. *Frank Boyer's position as Principal Consultant at FCB Consulting is current. *Amy Bohutinsky's position as Chief Marketing Officer at Zillow is current. Source: Thomson Reuters, VentureDeal and Hidden River, LLC *Data collected in this issue of Mobile Smart Fundamentals was collected throughout November 1-30, 2014. EXECUTIVE MOVES 4 MOBILE MARKETING ASSOCIATION NOVEMBER 2014 REPORT Executives on the Move Name New Company Old Company New Company Summary Date Microsoft is a veteran software company, best known for Vice President, Worldwide Retail Systems and Retail Suresh Kumar Corporate Vice President, Microsoft its Microsoft Windows operating system and the 10/20/14 Services, Amazon Microsoft Office suite of productivity software. Senior Vice President, Partnerships and Senior Vice President, Business Development & Lyft Inc. helps commuters share rides with their friends, Brian Roberts 10/15/14 Corporate Development, Lyft Strategy, Walmart eCommerce classmates, and coworkers travelling in the same way. Zillow is an online real estate marketplace for finding and Brian de Vice President, Real Estate Solutions Group, Director of MLS and Industry Development, Zillow sharing information about homes, real estate, and 10/10/14 Schepper CoreLogic mortgages. Ivy Softworks is a unique Innovation Studio focused on Brian Valentine Managing Pricipal, Ivy Softworks Senior Vice President, E-Commerce, Amazon building technology and products which raise the bar on 9/30/14 modern productivity and collaboration. Snapchat is a photo messaging app that allows users to Executive Vice President of Communciations, Jill Hazelbaker VP of PR and Policy, Snapchat take photos, record videos, add text and drawings, and 9/26/14 Google send them to recipients. Expa builds companies. We develop new products, Hooman Radfar Founder, AddThis San Francisco Entrepreuner in Residence, Expa systems & services, and then form teams to scale them 9/26/14 as independent entities. Urbanspoon is an information platform allowing users to Charlie Moss Chief Technology Officer, Urbanspoon Chief Technology Officer, Audiosocket find local restaurants and submit recommendations and 9/23/14 reviews. Apptio is a provider of SaaS-based Technology Business Tom Casey President of Platform and Infrastructure, Apptio Co-Founder, 9Mile Labs Management (TBM) solutions for managing businesses 9/23/14 in the IT field. Apptio is a provider of SaaS-based Technology Business Senior Vice President, General Counsel and Senior Vice President