©2009 Todacell Ltd.

©2009 Todacell Ltd.

Ad Relevance

Todacell at a GlanceHigh-Conversion Mobile Ad Network

Advertisers

Smartphones

Highest Revenue Display Ads

Business models: Transparent Ad Network

Commercial operation 4/09Rapid growth

High performance, Stable & robust

Hi

Med

Low

$$$

$$

$Blind

Generic

Targeted

Ad Revenue

The “Pains”

Advertisers:

Low Conversion Mobile Ads

Publishers:

Low ROI on Inventory

©2009 Todacell Ltd.

Assuring fixed ROI / duration to Publishers

Getting committed inventory

Learning the committed Inventory

Creating unique database

Matching Ads to Inventory + Campaign Opt.

High conversion rates to Advertisers, eCPM

Solving the Pains

©2009 Todacell Ltd.

Dominance of Mobile Browsing & Data

©2009 Todacell Ltd.

(USA, 2006) Premium Mobile Ad Network. $28M raised in 3 rounds (Highland Capital, Globespan Capital). 2009 revenues ~$20M.

Some Competitors

©2009 Todacell Ltd.

(USA, May 2008) location-based mobile advertising for self-service advertisers. Round A @ nov 2008. Very limited functionality, a “blind” network.

(USA, 2006) Mobile Ad Marketplace, a bidding Network. $50M raised so far (Sequoia, Accel). A “blind” network.

Vision: High Conversion Network

©2009 Todacell Ltd.

Engage audience with relevant ads to exceed advertisers conversion goals

Mission:

Learning the Inventory

©2009 Todacell Ltd.

12%

70%

15%

3%Age groups

0-12

13-24

25-49

50+

Music

Mobiles

Gadgets

Sports

Clothing

Travel

Enertainment

Interests

48%

52%

Male

Female

Gender

Ebuddy Inventory: 6M unique users, 400M impressions/month

Targeting example: young females, interested in clothing:

70% X 52% X 22% = 8% of 400M = 32M Imps/Mo

Mobile Ad Network

TodaNow

Advertisers

With Multiple

Targeting NeedsGlobal

Publishers

......

Ad Flow Management

Dynamic Optimization

©2009 Todacell Ltd.

Run

Monitor

Analyze

Optimize

Improving over time (see note)

Note: updated 12th Aug. For the end of August, better results are expected

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

20,000,000

22,000,000

24,000,000

April May June July August

Impressions

$0

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

$16,000

April May June July August

Gross Rev

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

April May June July August

eCPM average

0.0

0.5

1.0

1.5

2.0

2.5

April May June July

book2Bill ratio 2009

By taking time to understand off-portalpublishers, their ad inventory and users,Todacell improves campaign conversionefficiency for Advertisers, while raisingAd Revenue for Publishers

Summing it all up

©2009 Todacell Ltd.

The Company

Established – 2007

investments ~ $2M

Israel, USA offices

Backed by Afterdox, Fore Group, Private Angels.

Status and Road mapStatus:

Ad Network in service

300M Ads a month

2B inventory (>50% USA)

100% uptime

Roadmap:

Platform for Advertisers

Advanced Analytics

Expand US, UK branches

Go-to-Market planIn 2 yearsNow

The top of TAM iceberg 2B300MImpressions / month

High value inventory10015Publishers

High conversion rates8014Mobile Agencies

Profitable$10M$200kYearly Revenue

Management Team Dubi Levanon – Chairman, 25 years senior executive in Telecom, including ECI Telecom,

Comverse and Optibase. Founded & headed a startup for Broadband Services. Currently a Partner in Afterdox, representing it in Todacell.

Moshe Vaknin - Founder & CEO, 22 years in Telecommunication and interactiveadvertizing. before Toda!cell founder & CEO of CheckM8, a company in the online advertisingspace.

Michael Shleifer - CTO, 10 years in depth knowledge in internet software development managing complex projects involved user interface analysis, program structure, data base design and a strong knowledge of Java applications. M.Sc. In Computer Sc.

Zvi Eshel - VP Products, 20 years of experience, VP Professional Services at e-Sim Inc.Director of Training for Emultek Ltd. , consulted to Sony Ericsson, Samsung, Nokia and

Qualcomm in MMI simulation software.