Smaato Mobile Advertising Award 2009

Smaato Mobile

Advertising

Award 2009

“We’re proud that our awards provide developersthe recognition they deserve for their work andhighlight some of the coolest content on the planet.We’ve received entries from around the world and we are seeing really fresh ideas and greatinnovation in content and services. It’s amazing to see the diversity and the brilliance of content inthe mobile world.”

Ragnar Kruse, CEO & Co-Founder of Smaato Inc.

www.smaato.com/award

open mobile advertising

Competition OverviewSmaato is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with publishers, developers and ad networks. Smaato announced the Smaato Mobile Advertising Award for the second time to search for the coolest ad-enable mobile website, application or game.

PrizesMWC Barcelona, Spain: free booth participation, flight & hotel M-Days Munich, Germany: free booth Meetings with four VC’s on partner level DotMobi Device Atlas Licenses for 15 finalistsMotorola and Windows Mobile handsets

The Winner was introduced to these Venture Capital PartnersFrédéric Veyssière - InnovacomJörg Sievert - SAP VenturesMark Kvamme - Sequoia CapitalMatt Murphy - Kleiner Perkins Caufield & ByersNiall Davis - aeris CAPITALRich Wong - AccelTim Chang - Norwest Venture PartnersTim Draper - Draper Fisher Jurvetson

Recommended DocumentsDevelopers were asked to provide a video pitch of about 1 min 30 sec. andupload it to the award section at smaato.com.

In addition they could provide up to 3 PDF pages of screenshots and supporting materials.

InfoIf you are interested in the Smaato Mobile Advertising Award 2010 as a media partner, participant or sponsor, please contact us at: [email protected]

Copyright © 2010 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc.

Smaato Mobile Advertising Award 2009

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Waze - iPhone


WINNERS

http://www.waze.com

Waze is the first free crowd-sourced navigationsoftware. A mobile navigation application that allows drivers to build and use live maps, real-time traffic updates and turn-by-turn navigation to improve their daily commute.

Waze also has a social element that givesdrivers the ability to actively update one other on traffic,police traps, construction, speed cams and more - andbecause it’s 100% user-generated, the more people who use Waze, the better (and more fun) it gets!

Copyright © 2010 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. 4

Aloqa - Mobile Apps & Games

http://www.aloqa.com

Once you download and start Aloqa, you need to just look at your phone and it shows you constantlyrefreshed, live information about people, places and events based on your location, profile, preferences and social relationships.

When you change locations, Aloqa refreshes itselfautomatically and notifies you of the relevant set of services, points of interest, events, and friends close to your new location. Wherever you are, whenever you go.

Aloqa therefore allows users to discover friends and favorites around them without every having to search, browse, or type into their phone.

It also gives advertisers, coupons providers and anyone with location-relevant content to reach their target au-dience with the right, relevant promotion in real time.



Flirtomatic - Mobile Web

http://www.flirtomatic.com

Flirtomatic is a real time, high capacity, multimedia, messaging platform that currently has more than 1m registered users with more mobile than web-specific users, making it Europe’s leading flirting service on the mobile and web.

Users have the ability to discover members on thebasis of their preferences, interests, location and other information stored in their multimedia user profile.

appNEWS

Mobile MarketerTHE NEWS LEADER IN MOBILE MARKETING, MEDIA AND COMMERCE

Smaato Award Media Partners:

Organizing TeamSmaato Inc. Harald Neidhardt, CMO & Co-Founder

Miriam Hoppe, Marketing ManagerHugo Candeias, Online Marketing & Design Manger

Aloqa - iPhoneOnce you download and start Aloqa, you need to just look at your phone and it shows you constantlyrefreshed, live information about people, places andevents based on your location, profile, preferences and social relationships.

Aloqa therefore allows users to discover friends and favorites around them without every having to search, browse, or type into their phone.

“Aloqa is proud to be a finalist in the SmaatoMobile Advertising Awards. This is an honor and atestament to the compelling search and discovery userexperience we provide. Thanks to Smaato for therecognition.”

Sanjeev Agrawal, CEO of Aloqa(www.aloqa.com)

Special Prize:Finalists companies YOOSE and flirtomatic received a special prize for participating with a free booth at the M-Days taking place in January, 28-29, 2010 in Munich, Germany.


FINALISTS


buzzd - iPhonebuzzd is the ultimate city guide for any mobile phone.Discover the coolest bars, best restaurants & hottest events around you with up-to-the-minute reviews &photos from your friends & others.

“buzzd is proud to be the recipient of the smaatoadvertising award for the iPhone 2009. buzzd isexcited to percolate new business models through localadvertising today, and soon in innovative display ad units in our next iPhone update. smaato recognizes innova-tion in mobile advertising and we’re happy to grow theindustry together.

Michael Selvidge, buzzd PR representative(www.buzzd.com)

Flirtomatic - Mobile WebFlirtomatic is a real time, high capacity, multimedia,messaging platform that currently has more than 1m registered users with more mobile than web-specificusers, making it Europe’s leading flirting service on the mobile and web.

Users have the ability to discover members on thebasis of their preferences, interests, location and otherinformation stored in their multimedia user profile.

“It’s an honor to be picking up this award and to have been recognized by such an esteemed panel of our mobile peers from around the world. We’ve beenexperimenting with a lot of different functionality in the service this year and our users have taken to most of it. But every day we learn something new about ourmembers and the aim remains the same—to give ourusers the best experience possible.”

Gary Cohen, General Manager of Flirtomatic North America(www.handmademobile.com)



Goal.com - Mobile WebGoal.com has the largest, online football fan base in the world with over 12.5m users. Our network of 450Editors narrow the distance between pitch and spectatorby developing an interactive relationship between the fans, the players, the teams, and the experts.

m.Goal.com is considered to be the largest mobilefootball site with 60m page views per month globally. We believe that making this mobile football site availableAfrica, an area we cannot monetize, we have givenmillions of African Fans access to the beautiful game of football.

It is highly appreciated by its users, who frequently visit Goal.com mobile to stay up to date with their team orfavorite players.

(www.goal.com)

Itsmy.com - Mobile Webitsmy.com, today the most famous mobile social brand, connects more than 2.5 million friends in mobileinternet. Every mobile phone user in the world can easily create an own, free, shareable and fully personalisable mobile profile via the mobile browser.

“Thanks Jury, Smaato and all the mobile thinkers and companies which are making the mobile business such an fantastic, fast growing area to be in. 2010 will be the year of the mobile industry. We are proud to win thisoutstanding intl. award, thank you all!”

Antonio Vince Staybl, CEO of itsmy.com(www.gofresh.de)



Lance - Mobile WebLance! is the first mobile site specialized in sports in Brazil. There, users can find the latest news aboutdifferent modalities of sports, especially soccer.

“Hands team is very honored in taking part inSmaato Advertising Award. It’s certainly an importantcontribution to mobile advertising development. We feel like winners having the opportunity to show a little bit of our work to the world.”

Edison Maluf, General Director for Hands(www.hands.com.br)

Little Spender - Mobile Apps & GamesTake a few steps back and consider the customer and the most common european behaviour with mobiledevices - that of data snacking - 10 to 30 second userexperiences.

“Ohh, wow! Hey Little Spender, you’ve only gone andtaken the limelight! Key the trumpets, prepare thepopcorn...and make yourself comfortable... Well,firstly, we’d like to thank all the people up on stage andbehind the scenes of these awards. We can only try andimagine how much work has gone into this (We’re looking at you Harald and team!) We’re extremely happy that aproduct as simple as little spender has been chosen as thewinner of the Smaato Mobile Advertising Awards 2009. Little spender is a fun and playful way to track your spending through mobile micro-experiences. Behind the scenes, there’s some “spending magic” going on, which in turn allows for contextually-relevant services to beoffered to users. Please take your seats, for the grand curtain is opening at heyLittleSpender.com very soon!”

Antony Ribot, Co-Founder of Ribot(www.ribot.co.uk)



Lucky - iPhoneWe have the highest mobile ad conversion ever. The NearbyNow iPhone Platform runs shopping guides for US magazines such as Seventeen, GQ, Brides, Lucky, and more.

Included is an ad platform that lets their advertisersextend into mobile.

Average click-through is 21%, and conversion topurchase (tracked to online and in-store buying) is 6%.

(www.nearbynow.com)

moTweets - Mobile Apps & GamesPanoramic MoTweets is a Windows Mobilecompatible Twitter application. It is the most feature complete twitter client available for Windows Phones and includes a finger friendly interface that rivals the best twitter clients on any mobile phone (including iPhone).

It seamlessly integrates with the Smaato advertisingengine which allows us to give away this exceptional product at no charge.

(www.panoramicsoft.com)



Sherpa - Mobile Apps & GamesSherpa discovers information about where you are and what you’re looking for. What’s beauty without brains? The app automatically learns your likes and dislikes,displaying surrounding restaurants, retailers andattractions that reflect your taste.

Use Sherpa as your all-in-one guide for location details, reviews and contact info. Sherpa is your world, organized by the way you live.

“We are excited about the opportunities related tomobile advertising as we move into 2010. It should be awatershed year for hyper local experiences that bled consumer centric information and contextualadvertising. Leveraging Smaato’s ad technologies and network into the area of local discovery will allow us to create experiences compelling to brands and consumers alike.”

Rahul Sonnad, Founder & CEO of Geodelic.(www.geodelic.com)



SPB TV - Mobile Apps & GamesUnlike most of other existing TV services, the use of SPB TV can almost replace a common TV service. It is designed to make watching TV on the mobile device as simple and comfortable as on TV. Just like in a TV-watching process once a user have a channel playing, he can bring up more player options by single-tapping on the screen: change the playback quality; set sound and screen brightness, exit a channel.

(www.spbsoftware.com)

Waterslide Extreme - iPhoneThe convenience of contactless functionality, featured on many of Barclaycards underpins the whole waterslide campaign and is creatively captured with the slide acting as a metaphor for how easy getting round town is with Barclaycard.

That message is summarized by the ”Glide with Us”campaign slogan. The iPhone game ”Waterslide Extreme” ties-in nicely with the iconic waterslide TV campaign and topped the download charts in all Apple countriesworldwide and was downloaded more than 6 million times.

(www.fishlabs.net)

Waze - iPhoneWaze is the first free crowd-sourced navigation software. A mobile navigation application that allows drivers to build and use live maps, real-time traffic updates and turn-by-turn navigation to improve their daily commute.

Waze also has a social element that gives drivers the ability to actively update one other on traffic, police traps, construction, speed cams and more - and because it’s 100% user-generated, the more people who use Waze, the better (and more fun) it gets!

“Receiving the Smaato Mobile Advertising Award is truly an honor. We’ve worked tirelessly to mergecrowd-sourcing with real-time data to provide the first free crowd-sourced turn by turn navigation system with real-time road data. Today, thanks to our strongcommunity of drivers and participants, we have thebeginning of a truly universal mobile publishing platform rich with real time traffic information and other relevant and important route-based information and content.”

Noam Bardin, CEO of Waze(www.waze.com)



Yoose - Mobile WebYOOSE is an affiliation platform for mobile location based couponing. YOOSE replaces paper coupons from brick & mortar retailers and delivers them directly to themobile phone of the consumer through any mobilewebsite or application. YOOSE helps retailers to generate more revenue through successful local client acquisition and greater client retention.

“We are very excited to be part of the smaato MobileAdvertising Award. We would like to thank the judges and the smaato team for the recognition of our work,expressed by being chosen as a finalist for ourmobile location based couponing affiliate platform. Ourcongratulations to the winner and see you inBarcelona!”

Christian Geissendoerfer, CEO of YOOSE(www.yoose.com)



Zensify - iPhoneZensify is the new, unique lifestreaming app for theiPhone that lets you easily update, discover and keep track of what’s important to you across multiplenetworks. View all your social networks in one timeline.

Update Facebook and Twitter simultaneously. Perform custom searches within your own social graph. Keep track of developing topics across your social networks.

“Zensify are delighted to win the Smaato award. I think the real credit goes to my programming team back in London. Today we have also launched ZenNews.”

Tom Campbell, CTO of Zensify(www.zensify.com)

JuryThe Smaato Award featured a world-class jury of leading influencers of themobile community. The jury looked at: unique approach, traction in the market,idea, originality, company positioning and branding to name a few.

Bambi Francisco, vator.tvBambi Francisco is the Co-Founder and CEO of Vator.tv. Vator was a side project of hers that was a mere concept with four video pitches in her Webmail box in June 2006, while she was a columnist/correspondent at Dow Jones MarketWatch. She left in April 2007 and launched Vator.tv in June 2007. At Dow Jones,


Bambi covered Internet trends and investments across the public and private sectors. She was a morning business anchor for KPIX (the local CBS affiliate in San Francisco), and reported on MarketWatch’s business magazine show on CBS. In the ‘mid-90s, she worked as a producer at CNN’s financial newsnetwork, where she created, launched and produced business shows, including one on IPOs and new ideas.


Bena Roberts, GoMoNewsBena Roberts is the President of Irish Mobile SEO companyVisibility Mobile (a partnership with TSSG.org) and Founder and Editor of GoMo News. GoMo News is the leading European daily mobile blog on mobile advertising, mobile search and mobile barcodes.

Caroline Lewko, WIPCaroline Lewko is CEO of Wireless Industry Partnership (WIP). She has been in the wireless/telecom industry since 1995, as a coder, funder, business developer and entrepreneur and is known as the ‘connector’. Caroline founded the WirelessInnovation Network of BC (WINBC) in 2001 and

spearheaded the development and fundraising of Wavefront, a wirelesscommercialization centre in Vancouver.

Giselle Tsirulnik, Mobile MarketerGiselle Tsirulnik is the associate editor at Mobile Marketer. She covers ad networks, advertising, content, e-mail, media,messaging, legal/privacy, search, social networks, television and video. Previously she was an associate editor at DM News, where she covered postal, search marketing, list marketing and CRM



Jim Cook, MobiAdNewsJim Cook is the Editor of MobiAD News and an experiencedmobile business development consultant. His mobileexpertise spans 10 years in mobile content, mobile technology, andmobile advertising. Prior to getting involved in mobile, Jim worked atApple Computer and Hewlett Packard Europe in the product

marketing and e-commerce areas. Jim was on the executive team ofmobile startups PacketVideo (mobile video) and Cambridge Positioning Systems(location based technology). In 2007 he co-founded MobiAD News, anonline publication and newsletter focused entirely on mobile advertising andmarketing. Jim is also the Chairman of the Mobile Council of the InternetAdvertising Bureau (UK).

news. She was born and raised in Brooklyn, NY, where she still reside. She has a BA in English with a concentration in Literature and Writing and a minor in computer science, both from New York’s Pace University.

James Cameron, CamerjamJames is the founder of Camerjam, an events company with apassion for all things mobile. Camerjam’s philosophy is to moveaway from traditional conference formats and create interestingevent designs that provide the perfect environment forparticipants to broker business deals. James has been

producing mobile conferences since 1999 and prior to founding Camerjam,was instrumental in building up IIR’s Mobile Content portfolio of eventscovering mobile advertising, mobile internet, mobile messaging and locationbased services.



Jörg Sievert, SAP VenturesJörg Sievert covers Europe and Israel for SAP Ventures andprovides a tight linkage to SAP’s headquarter in Walldorf,Germany. Prior to joining SAP Ventures, Sievert led BusinessConsulting for BEA Systems for Central and Eastern Europe and provides significant experience in developing and executing

solution selling strategies for SW products and is well connected in severalindustries. Before joining BEA, he spent several years as investment executive with 3i’s global SW group, focused on investments in German speaking Europe and serving on numerous boards as observer. Sievert also spent several years in strategy consulting with Booz-Allen and Hamilton, working with clients in several industries across Europe. Sievert has lived in Germany, Austria, UK, and the United States. He holds a Master in Computer Science and received a Ph.D. in distributed systems, both from the University of Karlsruhe, and is a member of the ACM and GI.

Sievert currently serves as board member for RIB Software AG,as boardobserver for Alfresco Inc., Dacos GmbH, iTAC AG, and Onventis GmbH, and as member of the investors’ committee of MVP.

Kei Shimada, InfinitaKei is the Founder and CEO of Infinita Inc, a leading mobile research, consulting and development firm based in Tokyo. His company is consisted of a team of multinationals and helps clients across the globe create world-class services on connected devices.

Lubna Dajani, Mobile Monday New YorkLubna Dajani is founder and CEO of Stratemerge Inc, amultinational management and marketing consultancy firm with offices in NY, London and Milan. She is also the Co-founder of the NY chapter of MobileMonday, the global networking phenomenon dedicated to the enablement of innovation and entrepreneurship.

Ms. Dajani is an engaging moderator & public speaker who is widelyrecognized as a visionary & innovator of insightful user-centric solutions. Ms. Dajani launched her entrepreneurial career having achieved influential positions with leading companies in media, information & communication technologies such as GE, Viacom, Microsoft, Nokia, DotMobi, IWO, & a host of global network operators. Lubna is passionately engaged in several cause related initiatives.

Mark Wächter, Mobile Monday Germany & Global Board MMAMark Wächter, aged 42, is a graduated economist andmarketer with many years professional and leadershipexperience, national and international market know-how in the


areas of FMCG / food trade (Unilever), IT / Internet (UUNET / WorldCom) and telecommunications / cellular phones (T-Mobile). In May 2005 he founded MWC.mobi, a management consultancy focusing on the development of MobileStrategies for companies who (plan to) use mobile phones as a medium to address their target group. Mark is head of the Mobile Marketing Association (MMA) in Germany and member of MMA’s Global Board of Directors.


Matthäus Krzykowski, Mobile Cordinator, Venture BeatMatthäus is a freelance writer for VentureBeat covering themobile space. He is also a startup founder, consultant,conference organiser and regular speaker on the global circuit. At VentureBeat, Matthäus writes many of the analysis and trend pieces on various mobile themes.

In addition he was coordinating the MobileBeat conference in SanFrancisco for the second year running. He is either to be found in San Franciscoor Maastricht, the Netherlands.

Matthew Snyder, ADObjectsMatthew is a 25 year+ consumer electronic and mobileveteran with a career that spans from designing, developing hardware for award winning consumer video products at SonyCorporation in the late 80’s to developing new mobile businesses in music, video, search, advertising, and location-based social

media during his 12 years at Nokia Corporation.He founded ADObjects, Inc in Dec 2007 that was derived from his latestbusiness passions around mobile cross-media convergence; the separateindustries of TV, Radio, Print, Online, OOH all converge with mobile as a audience engagement business model. The firm has been retained andpartnered with leading organizations such as CBS, CanWest, Bing, Xtract,CanadianMusicWeek and the Canadian Government’s Trade Missions to China and Japan.



Peggy Anne Salz, MSearchGroovePeggy Anne Salz is the chief analyst and founder ofMSearchGroove, an online network specializing in analysis and commentary on mobile search, mobile advertising, and social media. Her drive to spark debate about issues impacting theindustry at all levels has won her international recognition as

brave new voice in the mobile content market. Her report, “Mobile Search & Content Discovery,” was regarded as the first in-depth study of its kind,establishing Salz as an authority on mobile search and content discoverytechnologies, enabling media companies and mobile operators to monetize content and services. She has established a successful writing career based on vision, insight, versatility, and more than 15 years of industry experience.

Michelle Sklar, bnetTV.comMichelle Sklar is Vice President of Programming and Content Management for bnetTV.com as well as being the Host andProducer for bnetTV’s On-air programming. Ms. Sklarmanages and facilitates bnetTV’s Online and Mobile Broadcastsponsorship events and leads in business development for

partnerships, innovative media services and distribution. Over the last 5 years, Ms. Sklar has met with nearly 5000 companies, associations and esteemedanalysts to discuss their innovations, opinions, experiences and predictions for the Emerging Technology – and in particular the Wireless industry.

Tim Green, Mobile Entertainment UKTim Green is executive editor of Mobile Entertainment, the world’s only dedicated trade magazine for the mobile contentcommunity. The magazine is complemented by its web site, email digest, awards and networking events. Tim has been writing about mobile content since 1999, first as mobile editor of games

industry magazine MCV and then as a senior analyst with Screen Digest.

Ragnar Kruse, SmaatoRagnar Kruse is CEO and Co-Founder of Smaato Inc. He has over 20 years experience in IT and has built up severalcompanies from inception to market launch in both the US and Europe. At Intershop Communications, a leader in E-Commerce software solutions, Ragnar was VP of Sales and Marketing in

San Francisco. During his tenure, Ragnar was instrumental in thecompany’s growth and ushering it through a successful IPO on NASDAQ and the“Neuer Markt” in 1998. More recently, Ragnar held key managementpositions at high-tech companies in the U.S. and Europe including eCharge andXtramind. Through his many years in IT, Ragnar maintains strongrelationships with companies in the telecommunications and mobile sectors,including Deutsche Telekom, Telekom New Zealand, Telstra, Telia, Cable & Wireless, Siemens, T-Online, T-Mobile, France Telecom, HP and SUN.



Rudy de Waele, dotOpen/mTrendsRudy De Waele is a Belgian living and working in Barcelona,Spain. He was one of the first writing about the web and mobileconvergence and is considered a super node in the Mobile 2.0Ecosystem. Rudy is the organizer of Mobile 2.0 Europe andco-organizer of Mobile 2.0 Silicon Valley and the founder of

MobileMonday Barcelona and Madrid. He is also the organizer of the Mobile Peer Awards. Rudy is co-Founder of dotopen, a social platform for decision makers to connect & collaborate. Rudy is also a regular jury member in variouscompetitions on mobile applications and services, such as the MEX: TheMobile User Experience Conference and Awards, Under The Radar – Mobility, theVodafone Mobile Clicks Awards and the TechCrunch Europas Awards.

Trey Harvin, mobiThinkingTrey Harvin, a longtime Internet and technology expert, is CEO of dotMobi. Mr. Harvin is charged with building on the success of dotMobi to date and taking the company forward with more innovative products for expanding the use of the mobile Web. He served as Vice President of Business Operations at leading

Internet company VeriSign and was Vice President of Product Development at Network Solutions and was Network Solutions’ Chief of Staff. Also, he has held senior executive and management positions at several wireless and Internet start-up technology companies.

www.smaato.com/award

About SmaatoSmaato is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with mobile publishers, developers, ad networks and operators. Smaato’s SOMA mobile advertising platform aggregates more than 35 mobile ad networks worldwide and optimizes mobile advertising revenues according to automated rules overseen by an experienced ad operations team. More than 2500 publishers have signed up with Smaato as a partner to monetize their content in 215+ countries and Smaato is managing 4 billion ad requests per month. SOMA’s unique feature is the aggregation of multiple leading ad networksglobally to maximize mobile advertising ARPU. SOMA can be easily integrated with ad networks, ad inventory owners (publishers, developers and operators) and 3rd party ad technology providers. Smaato is an active member of the Mobile Marketing Association, the dot.mobi Advisory Group and the German Digital Media Association BVDW. Smaatoreceived a Top 100 Private Company Award by AlwaysOn Media (2009 & 2007) and was an Andrew Seybold Choice Awards finalist at CTIA 2008 for bestNewcomer, among other awards.

Smaato Inc. is based in Redwood Shores, California. The privately heldcompany was founded in 2005 by an experienced International management team. The European headquarters are in Hamburg, Germany and the Asia-Pacificpresence of Smaato has been established in Singapore.

ContactsSmaato Inc.3 Lagoon Drive, Suite 170Redwood Shores, CA, 94065, USA

Phone: +1 (650) 286-1198

[email protected]

Gerhofstrasse 220354 Hamburg, Germany

Phone: +49 (40) 3480 9490

Twitter: @smaatoFacebook.com/smaato

open mobile advertising