The document discusses Todacell Ltd, a mobile ad network company. It outlines the large growth opportunity in mobile advertising. Todacell offers targeted mobile display ads and end-to-end ad management. It has publisher and advertiser clients and has seen key growth indicators like eCPM rise dramatically through optimization. The company was founded in 2007 and has since raised $2.1 million in funding rounds.

1. ©2009 Todacell Ltd.

3. Vision: High Conversion Network ©2009 Todacell Ltd. Engage audience with relevant ads to exceed advertisers and publishers conversion goals Mission:

4. [2] Market Opportunity ©2009 Todacell Ltd.

5. Mobile Advertising is poised to boom to monetize this traffic Mobile Web Advertising Growth ©2009 Todacell Ltd. The Kelsey Group, in a report by Mike Boland dated February 2009 USA Mobile Ad Spend will grow 7-fold in four years

8. [3] Our Mobile Ad Network ©2009 Todacell Ltd.

12. Key Growth Indicators * Data Reflects Monthly projections of Last Month of respective Quarters

14. Case Study: O2 SIMs 41 CONFIDENTIAL free CTR & eCPM continuously improve throughout!

17. (USA, 2006) *Ranked 6 in U.S. traffic in 2009. Off-Deck Premium Mobile Ad Network. Strong in mobile APP Ad delivery around smart phones. Mostly U.S. traffic. $28M raised before acquisition. Acquired by Apple for $275M . Managed AD Network Competitors ©2009 Todacell Ltd. (USA, 2004) *Ranked 7 in U.S. traffic in 2009 and most traffic in the U.S.. On and Off-deck Premium Mobile Ad Network. Leader in On-Deck in the U.S. Targeting Engine claims to deliver higher ROI to advertisers and higher monetization for publishers. No ad delivery system. $72M raised to date. * IDC rankings unless noted otherwise

18. Managed AD Network Competitors (USA, 2008) White Labeled and Self Serve Mobile Ad Network. Focuses on Brand Management and Mobile Marketing for advertisers. Mostly U.S. traffic. $10.3M raised ©2009 Todacell Ltd. * IDC rankings unless noted otherwise ( USA, 2006) * Ranked 1 in U.S. traffic. Most traffic in the U.S. Off-deck Full Service Ad Network with managed campaigns. Proprietary planning and collaboration tools. Has developer network/platform. $40M raised to date. Searching for a $400M to $500M acquisition or will IPO. Has negotiated M&A with Yahoo, Microsoft and RIM.

19. Blind Ad Network Players ©2009 Todacell Ltd. ( USA, 2006) * Ranked 2 in U.S. traffic and 1 in global traffic (50/50 in traffic allocation).. Off-Deck Mobile Ad Marketplace, a bidding Network. Focused on inventory traffic and delivery than ROI/CPM. $47M raised before acquisition. Acquired by Google for $750M . * IDC rankings unless noted otherwise (Israel, USA, 2005) Largest On-Deck Traffic network Most ad traffic in Europe. Primarily On-Deck Mobile Ad Network and marketplace. Initially Focused on inventory traffic and delivery than ROI/CPM. Recently acquired Ring Ring Media to address ROI and ECPM. $54M raised.

20. Blind Ad Network Players ©2009 Todacell Ltd. ( India, 2007) Top 10 in global traffic. Global Off-Deck Mobile Ad Network. Target is more mobile web than ads in apps. Strong in Asia and Africa. Moving to Europe. $15.6M raised. * IDC rankings unless noted otherwise

21. [4] Company Overview ©2009 Todacell Ltd.

25. Financial Overview P & L Forecast SALES GM EBITDA $890K 10K $(1,064)K $5.03M 0.73M $(1.72)M $12.95M 4.04M $0.93M $25.31M 9.14M $4.08M