Wrestling with Mobility – A Case Study

Chuck Scharnagle

Chief Information Officer

The Mohegan Tribe

Team • Over 400 Employees

• Supporting over 1800 Tribal Members

• Owns and Operates the Mohegan Sun Casino

• Responsible for Preserving its History and Culture

• Located in Uncasville, CT

The Mohegan Tribal Government

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The Tribes’ Challenge

• Mohegan Sun

– Declining Revenues • Increase Competition

• Economy

• Determine How to Utilize Existing Strengths

– Arena Ranked in Top 5 Worldwide in Gross Revenue

– Shops Ranked in Top 5 Nationwide on Gross Revenue

– 2nd Largest Casino in North America

– 30,000 Visitors (on average) Daily

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Ringside Scoring

• Created Ringside Scoring (Tablet Application)

– Provides for Electronic Scoring for Boxing & Mixed Martial Arts (MMA)

– Faster and Reliable • Past Instances of Mistakes and Slow Tabulations

• Tested over 3 Years at Mohegan Sun Arena

• Skunk-works Project with Minimal Investment

• Potential for Revenue & Brand Growth

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Mobile - First Encounter

• Project 1 – Ringside Scoring – Mohegan Sun Arena Boxing and MMA events

• Goals – Leverage Mobile/Apps as New Revenue Opportunity for

Existing Investment

– Engaging Users in New Ways – On/Off Property

– Entertainment and Functional Utility

– Increase Customer Communications – Targeted, Timely and Cost Effective Marketing

– Increase and Expand Customer Loyalty

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Team • Entertainment App

– Create a Boxing/MMA App for Fans to Score

• Utilizing Existing Relationships & Investments

– Bellator & UFC – MMA

– World Boxing Council (WBC) – Boxing

– 10,000 Seat Arena

• Revenue Generator

– Advertising

– Licensing

– Merchandising (App put a store in customer’s pocket)

Ringside Scoring App

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Team • Bring in Seasoned Talent

• Create a New Business Model Utilizing Existing Assets

• Create a New Organization

• Determine Priorities/Focus Areas

How to Manage & Finance?

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Team • Leverage Mohegan Sun Brand Equity

• The Apple Appstore and Android Marketplace GLUT

– Abundance of Apps struggling for exposure

(More than 500,000 Apps in Appstore…)

– Mohegan Sun is new channel opportunity for Apps buried in

Appstore. “Put your App in the spotlight”

• Arena (concerts, sporting events)

• Retail traffic (Mohegan shops)

• Lodging, Restaurants, Nightclubs

Creating a Win/Win

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A Strategic, Venture Accelerator for App/Tech Businesses

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Sun App Ventures = Resource for Mohegan Sun

Sun App Ventures is a resource for innovation and growth. We seek out Apps & Technologies that can:

Make Mohegan Sun unique and exciting and give people more reasons to come and stay at Mohegan Sun by:

• Engaging users in new ways – on and off property • Increasing customer communications – targeted, timely and cost

effective. • Increasing and expanding customer loyalty • “Company suggestion box” – harness ideas from employees

Commercialize products/services within SAV focus areas that have broad appeal, U.S. and worldwide.

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Strategic Venture Accelerator Model

We strategically partner with early stage App/Tech companies and take an Equity position and warrants in future investment rounds. Example: 10% upfront 10% on milestones Warrants in future investment rounds…

SAV Model:

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What We Do for Potential App/Tech Partners:

• Strategic guidance from unique team of entrepreneurs, industry executives and investors.

• Accelerate business success with a world renowned strategic partner.

• Validate business concept through real world market testing.

• Commercialize products within industry verticals and American Indian Tribal communities.

– Market analysis and business development.

• As a Strategic Partner, help attract Investment Capital.

We help startups build market tested products, attract capital, and grow successful businesses.

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Opportunity for Entrepreneurs/Investors:

• Opportunities for Entrepreneurs We strategically partner with early stage companies with products and services for: Gaming, Entertainment, Resort, Lodging, Hospitality, Meeting, Convention, Dining and Shopping (See Focus). We partner with App/Tech companies that benefit from the Mohegan Tribe properties and investments. We look for products and services that solve real world business problems and have broad commercial appeal. Entrepreneurs who partner with us benefit from strategic guidance from unique team of entrepreneurs, industry executives and investors. As one of the world’s largest casinos (2nd largest in the U.S.) we offer a unique business microcosm to validate your concept through real world market testing. We help you commercialize your product with market analysis and business development. Sun App Ventures is compensated through equity participation in your venture in exchange for the strategic value we bring. We assist companies with investment strategies and introductions to Tribal, Angel, and VC investors. • Opportunities for Investors: Angels, VCs Validation – Invest in market tested products that have moved beyond a Powerpoint business plan. Investors mitigate their risk by investing in products/services that have been market tested at Mohegan properties. Invest in products that have been vetted by experienced entrepreneurs, industry executives and advisory teams. Sun App Venture’s Strategic Partnership/Venture Accelerator Program moves businesses ”beyond the business plan” with real world testing. We validate product and services and allow investors to value businesses and market potential with real numbers.

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Launched Website August 17th

Recently Named Future Star at Kelsey Group ILM East Conference

www.sunappventures.com

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Focus (from website)

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Appendix

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Apps Stats

• 50% of mobile users have Smartphones (36% in 2011)

• By 2013 more people will use mobile phones than computers to go online

• Mobile searches have grown by 4x since 2010

• 59% visit the location

• 50% of searches lead to purchases

*Sources: Neilsen, Compuware, “What Users Want from Mobile,” 2011, Howtogomo.com – Google 2012.

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App Stats - penetration

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App Stats – Smartphone activities

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Put your App/Tech in the spotlight at Mohegan Sun and beyond Sun App Ventures – www.sunappventures.com

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