Monetizing Search

Apptera can monetize phone-based searches by placing complementary ads in three types of calls:

• Calls to Directory Assistance
• Calls to Enterprises
• Calls over VoIP

Benefits
Service Providers and enterprises alike will financially benefit from Apptera's technology by generating a greater number of advertisers, a higher quantity of ads, a greater value-per-ad plus several new revenue streams. Learn more about this technology here:

Web-based provisioning increases the number of advertisers by allowing anyone with web access to easily define and provision a MobileAd, including its targeted categories, locations, time-of-day, and day-of-week to play. Advertisers have the choice to upload their own MobileAd or define the gender and personality of a clip that Apptera will record and upload.

Phone Provisioning will enable the hundreds of thousands of small and medium-sized businesses that don't have web sites or Internet connectivity to create and provision ads over the telephone. Just like leaving a voicemail message, a business owner can record, playback and approve a MobileAd in real-time, and then follow the prompts to set the business rules and budget of the ad. This increases the number of advertisers, the number of ads, and thus, the value of ads since there will be more ads vying for the same number of ad slots.

Bidding Models generate a much higher value-per-ad. Instead of simply rotating equal-valued ads to callers for a particular search, an electronic bidding model allows an advertiser to get more phone-leads by offering to pay more than the competition.

Switch-Away Coupons entice callers to change their named-search by offering cash incentives to switch. The caller benefits from this service because they get a similar product or service for less money. They benefit the advertiser because they get to redirect a caller that was planning to purchase from a competitor. Coupons benefit the service provider by encouraging more callers to switch, thus increasing the call completion revenue as well as coupon transmission revenue.

Driving Directions can be sent to a caller's cell phone once they select a location to visit. Advertisers pay a small fee to transmit these directions to ensure that prospects reach their locations and become customers. This is another new revenue stream for the service providers made possible by Apptera's technology.

When combined, each of these technologies amplifies the affect of one another and provides exceptional value for service providers, advertisers and consumers.

Enterprises

Apptera's MobileAd Technology can also be deployed in Enterprise applications to monetize customer calls. Targeted ads and campaigns can be served to callers searching for specific information at retailers across the country, including restaurants, supermarkets, department stores and do-it-yourself hardware stores. The complete MobileAd solution offers an unprecedented way for advertisers to promote their product to a customer at the exact time a customer is searching for it. It also enables enterprises to generate additional revenue as well and complete a sale right over the phone.

Directory Assistance

In 2005, consumers and businesses spent $8 billion on directory assistance (DA), according to DA analyst, The Pierz Group. Prices in the U.S. for a "411" call range from 90 cents to $2.50. Instead of companies and consumers paying these billions of dollars, Apptera provides the technology for phone companies to enable advertisers to finance these calls with voice ads inserted appropriately into the call flow. In fact, according to comScore, 74% of Americans say they would "Probably" or "Definitely" prefer to get their directory assistance for free, while listening to a targeted ad, versus paying for it. Apptera can enable this huge transition that benefits the carrier, the advertiser, and the consumer.

Apptera's MobileAd Technology includes extensive tools for monetizing these searches with targeted advertisement placement, provisioning and bidding. It allows advertisers to set the price they are willing to pay to receive calls from new prospects, creating a compelling ROI. These MobileAds are served at the exact time a caller is searching for a product or service, taking advantage of the immediate nature of the In-Call experience, which happens billions of times per year.

Apptera's MobileAd Technology includes:

• MobileAd Manager used by advertisers or their representatives to provision, manage, and record ads
• MobileAd Server used by service providers or enterprises to dynamically select and play the most appropriate ad to a caller based on business rules, profiling, personalization and advanced heuristics
• MobileAd Reporter which generates business intelligence reports for advertisers and DA service providers to quantify the ROI of their campaigns
• MobileAd Xchange which provides a marketplace for advertisers to deploy In-Call ads to multiple service providers through one-time registration. Service providers can leverage the ad "reservoir" to monetize their calls. Learn more about the Xchange.

VoIP

Many voice-over-IP (VoIP) services are currently free to the mass public, but not for long. These widely used services will likely transition to a fee-based service soon, and three choices are apparent to the service providers:

• Charge consumers a monthly fee for a certain number of minutes ñ similar to a cell-phone billing plan
• Charge on a per-call or per-minute basis
• Have advertisers sponsor the calls with personalized ads
  • Apptera can provide the technology for this option

The delivery of these ads will provide immediate revenue for the VoIP enterprises and allow consumers the continued use of the service at a free or reduced price.