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April23,2007

The Mobile Loc

ationAwareness

Opportunity

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Background

Zoombak: consumer oriented location awarenessproducts and services

True Position: a leading wireless location solutionsprovider for carriers

Not currently an advertising or media company.

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Goal

1. Introduction to Location Awareness

2. Food for thought on why advertisers and

marketers should care and pay attentionto whats going on

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LBS and Location Awareness

Mobile Location Awareness: Mobile devices or systemsthat through use of some technology know the bearerscurrent location

Location Based Services: services provided as the resultof having location awareness to users capable devicesand systems

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Where is GPS Now?

53.8 Million (subs)

65.7 Million (subs)

28.7 Million (subs)70 Million (subs)

~7-10% new car take rate

Available in ~70% ofvehicles sold*

In ~3% of all U.S. cars

9.5M* sold in U.S. in 2007

7.6M* sold in U.S. in 2007

Latest Stats Navigation or TrackingReady

Leading PlayersCategory

Sprint (CDMA)

Nearly all withGPS, but not allapp enabled

Verizon (CDMA)

T Mobile (GSM)Small butgrowing fast,300% CAGR*

ATT (GSM)

100%VehicleManufacturers

100%TomTom

100%Garmin

*Sources: ABI Research, Navteq, Garmin, TomTom SEC filings

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Berg Insights, January 2008

175

560

0

100

200

300

400

500

600

2007 2012

26% CAGR

Million

WW GPS in Handsets WW LBS Subscribers

16

43.2

300

0

50

100

150

200

250

300

2007 2008 2011

Million

Gartner: Feb 2008

Growth in Location Awareness

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Catalysts For Growth

The promise of ubiquitous and useable locationawareness has been talked about a lot before,some reasons it may actual arrive this time:

E911 (US and elsewhere) 3G data networks

Handsets shipping with GPS

PND sales and move toward the connected PND

Ubiquitous coverage through GPS alternatives

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Catalysts For Growth

Indoor Reach Consumers expect

location to work anywhereand everywhere the device

or system works GPS does not work wellindoors or in dense urbanareas, new companies arearriving to fill this need.

In January 2008 Appleannounced it would beusing SkyHook in theiPhone

Triangulateposition fromproprietarytransmissions

Triangulateposition from

Wi-Fi Signals

Triangulateposition fromTV BroadcastSignal

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Catalysts For Growth

Core Location iniPhone SDK

$8B investment inLBS

NuviFone

Investment in thenetworked car

Open handset alliance

Location Brokering In the past year weve seen biginvestments in mobile and LBSrelated initiatives from a wide varietyof leading players FCC spectrum auction could act asfurther catalyst

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Advertisers

Q. Why is all of thisimportant to me as anadvertiser?

A. Because (most) peopledont live their livesbehind a computermonitor. And as great as

many digital advertisingcapabilities are, they arelimited in this respect

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Davos January 2008

The arrival of a truly mobile Web, offering anew generation of location-basedadvertising, is set to unleash a hugerevolution.

It's the recreation of the Internet, it's therecreation of the PC (personal computer)

story and it is before us -- and it is verylikely it will happen in the next year

Eric Schmidt, CEO Google

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Geospatial AdvertisingWhy limit all the capabilities of digitaladvertising to the world of web servers?

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Advertising

Location awareness can move many digitaladvertising practices to the next level:

Targeting

Measuring ROI

Search

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Ad Targeting

The importance of a hyper targeted ads, and thedegree of match or correlation between theadvertisers product and the reason the adimpression was generated cannot be

underestimated

More information, and targeting from thatinformation, without question, results in higher

value According to Revenue Science behavioral targeting

rates are 15x higher than non BT ads

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Ad TargetingAnnualized Ad Revenue Per Average Monthly Unique

$12.28Google

$1.32MySp

ace

$1.62Tim

eWarner

$3.25Mic

rosoft

$8.65Yahoo

$2.42Cnet

$5.47We

bMD

Search Market Share

Display ads endemic/niche-nessAs degree of match between the advertisers product and the reason thead impression was generated increases, so does revenue per user

68.1%17%9.1%1.7%

Source: Morgan Stanley, Nothing but Net Report

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Interests=live football

Interest=

Behavioral

Targeting

Locationawareness = newpowerful targeting

options

Delivery based onwhere you are nowor where youvebeen.

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StoreVisit=Yes

ROI

Cost Per

Locationawareness = newreturn on

investment metrics

Advertisers onlypay when real instore foot traffic isgenerated

StoreVisit=no

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PageRank=

PlaceRank

Links areoccurring everydayas people with

location awaredevices vote withtheir feet as theyvisit or chose notto visit places

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Privacy

Internet users have consistentlydemonstrated a willingness to tradeinformation for features they find useful.

So long as sites do not overreach, weexpect this trend to continue, withyesterdays outrage becoming tomorrows

hot feature.- JP Morgan Nothing But Net 2008 Update

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Questions