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1 Webrazzi Mobil 2013 – “What Works In Mobile, and Why?” Ali Dagli April 2012

Mobilde Ne Çalışır ve Neden? [Mobil 13]

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Page 1: Mobilde Ne Çalışır ve Neden? [Mobil 13]

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Webrazzi Mobil 2013 – “What Works In Mobile, and Why?”

Ali DagliApril 2012

Page 2: Mobilde Ne Çalışır ve Neden? [Mobil 13]

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I. CONSUMERS CONSUME

“Yes, I am a consumer”

I consume!

And I will continue to consume…

When I have the means

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II. MOBILE TO BECOME DOMINANT CONSUMPTION PLATFORM

» With me at all times

» Connected to the world out there

» Seamless payments back-end

» Social integration, apps, messages…

» Million products available instantly

» More and more

Fact, not a hypothesis, that mobile:

» Optimal & superior consumption platform

» To become dominant consumption platform

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III. NOT MOBILE-ONLY, BUT MOBILE-FIRST, THEN CROSS-PLATFORM

ConsumersIP-Based Platforms

Mobile Internet (first)

Web

Social Networks

IP-Based TV/Roku

Steam/Ouya

Google Glass (mobile)

TV / Traditional

Distribution Partner

Service Provider

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IV. DELIVERING HAPPINESS CREATES CONSUMPTION

Games - SupercellVideos - YouTubeMusic - Spotify

Photos – Camera+Books - KindleNews – PulseReference - Wikipedia

Mail - MailboxBusiness - Quickoffice

Files - DropboxNotes – Evernote

Maps – WazeCalls – Skype

To Dos - ThingsCalendar – TempoContacts - Smatr

FacebookInstagram

TwitterLinkedInPinterest

PathFancy

GoodReadsWhatsApp

eCommerce – GiltBanking - BoFA

Travel – FlightTrackFood – YemekSepeti

Dining-OpentableTransportation - UBER

Lodging – Hotel TonightDating - Howaboutwe

Entertaining Escape

Offline <-> Online

Daily Routine

Social/Messaging

Convenience

Price

Engagement

Convenience

Efficiency

Experience

Me

My Friends

EN

GA

GEM

EN

T

Platform - UnityEnabler – Pozitron

Cloud Dev – StackMobCode Collobration -

GitHubAnalytics – Flurry

Acquisition –ChartboostRetention – Urban

AirshipPayments - Zong

3rd Party

Benefit

Cost

Consumption

TR

AN

SA

CTIO

NS

SC

ALE

PER

CEIV

ED

VA

LUE

VA

LUE/R

OI

Monetization

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V. CO-EXISTING VS LEVERAGING EXISTING ASSETS AND DISRUPTING

» Disrupt

» Disrupt

» Disrupt

» Improve

» Improve

» Re-innovate

» Re-innovate

» Re-innovate

» Target

» Target

EXAMPLESFEATURE

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VI. CREATEING AN OUTSTANDING SERVICE, AND MAKE IT A BIG ‘IP’

DIRECTIONTYPE

Product / Service

Cross-platform

IP

Micro Transactions ($)Advertising ($)

VOD ($)

Merchandising ($)Sales ($)

Subscriptions ($)

Traditional / Offline Platforms

Emerging Internet-based (Low Margin)

Traditional / Offline (100% or High Margin)

Packaged Product

PLATFORM B

IP

Unit Sales ($)

Packaged Product

PLATFORM A

IP

Unit Sales ($)

1

2

Emerging Internet-based (Low Margin)

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VII. TAKING EVERY CONSUMER STEP SERIOUSLY

Use LikeLove/

EngageRe-useKnow

Buy/Ads

Use LikeLove/

EngageRe-useKnow BuyBuy

» Soft launch» Platform strategy» Server based/social» Publisher / No Publisher» User Acquisition

» <50mb or >50mb» Game Mechanics» Monetization Mechanics» F2P/Paid» Advertising

F2P

PAID

IMPORTANTFACTORS

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VIII. BUYERS AND INVESTORS GO FOR…

PROFITABLE CONSUMPTION

GOOD PRODUCTS

DISRUPTIVE PRODUCTS WITH

HYPE

COMPANY NAME VALUATION

» $90m

» $30m

» $100m

» $1bn

» $119m

» $200m

» ~$800m

» $215m

» $$$

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IX. RECENT DEALS DEMONSTRATE NEED FOR IMPROVEMENT

RECENT DEALSCONSUMERS NEED BETTER EFFICIENCY/EXPERIENCE

» Content overload

» Limited time

» Too much noise

» Highly fragmented

» Less tendency for “average” user interface/ lean-back experience

» More personalization

» Better integration

» Between push and pull

(News overload)

(Email overload)

(Video overload)

/

/

? /

/

/

? /(Calendar overload)

/?

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GP BULLHOUND SNAPSHOT

» Long track record of success

› Founded in 1999, completed over 130 transactions

› Closed 21 transactions in 2012

» A premier corporate finance advisory firm

› Strategic Advisory

› Capital Raising

› Mergers & Acquisitions

» Deep domain expertise across the Technology sector

› Online Gaming and Consumer Internet

› Online Advertising and eCommerce

› Mobile & Communications

› Digital Home and Digital Lifestyle

› Clean Technology

» Focus on top-tier emerging growth companies

» Strong cross-border capabilities

› Offices in London, San Francisco, Stockholm and Berlin

› Deep, broad relationship network

STRONG PRESENCE IN US WITH ACCESS TO ASIA

Los Angeles

New YorkSan

Francisco

Boston

SeoulTokyo

Hong Kong

Singapore

HelsinkiOslo

Copenhagen

Hamburg

Berlin

Istanbul

Munich

Amsterdam

Paris

Moscow

Milan

Barcelona

Stockholm

London

LOCAL EUROPEAN OFFICES IN TECHNOLOGY HOTSPOTS

Page 12: Mobilde Ne Çalışır ve Neden? [Mobil 13]

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GP BULLHOUND TEAM = GLOBAL FOOTPRINT

PER ROMAN

Managing Partner

HUGH CAMPBELL

Managing Partner

MANISH MADHVANI

Managing Partner

LORD CLIVE HOLLICK

Partner

CHRISTIAN LAGERLING

Managing Partner

GRAEME BAYLEY

Partner

ALEC DAFFERNER

Partner

ANTONY NORTHROP

Senior Advisor

ANDRE SHORTELL

Partner

CLAUDIO ALVAREZ

Vice President

STIRLING ADELHELM

Associate

SASHA AFANASIEVA

Vice President

MALCOLM FERGUSON

Associate

FLORENT ROULET

Associate

GUILLAUME BONNETON

Partner

CECILIA ROMAN

Director

ALESSANDRO CASARTELLIAssociate

PER LINDTORP

Vice President

SIMON NICHOLLS

Partner

DAVID RAABEVice President

LILJANA XHEKA

Analyst

CARL BERGHOLTZ

Vice President

PHILIPPE GREMILLETAnalyst

ALI DAGLI

Director

CHRISTOPH AMELS

Associate

MARK KLIMMEK

Vice President

JULIAN RIEDLBAUER

Partner

ALISTAIR MALINS

Vice President

MALCOLM HORNERAnalyst

MATT ROGERS

Senior Advisor

CARL WESSBERG

Associate

OLOF RUSTNER

Analyst

ALEXIS SCORER

Vice President

DANIEL HERTERAnalyst

ANTHONY AUGUSTIN

Analyst

Page 13: Mobilde Ne Çalışır ve Neden? [Mobil 13]

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