20081230 Mobile Peer Award

Working DraftLast Modified 12/12/2007 01:19:38 Romance Standard TimePrinted 3/20/2007 2:54:52 PM W. Europe Standard Time

Mobile Peer Awards 2009

1

Endomondo makes it much more fun to be active...

...and free yourendorphins!

2

Endomondo creates an interplay between virtual networks and real lifesocial interaction by using the mobile phone as the key device

Sign-up with a personalprofile and download theEndotracker

After installation of theEndotracker the user isready to go!

All trips are uploaded inreal-time and bound to theright geographical place

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Functionalities and elements on both mobile device and internetElements Description

Mob

ile d

evic

eIn

tern

et • Workouts

• Challenges

• Stats

• Goalplanner

• Teams and buddies

• Live map

• Saves all your trips in real time and gives asummary of you all tracked data

• Gives you the possibility to challenge your friendson e.g., most calories, most miles etc.

• Gives you details on your runs, bike rides etc.

• Gives you a tool for a customized training programfor 5k, 10k, half marathon and marathon

• Shares your trips and routes with friends andoption to snoop into what kind of training yourfriends are doing

• Gives you the possibility to see all online runners,bikers, skiiers etc.

• Tracking

• Audio coach

• Routes

• Live map

• Saves all your trips in real time

• Gives you audio updates while you are tracking

• Gives you the possibility to share routes withfriends

• Gives you the possibility to share pictures fromyour trips with friends

• Gives you routes on the mobile device, hence youcan be guided or coached

• Finds your friends while they are tracking

Not launched yet

4

Endomondo has unique capabilities to work across phone brands,technologies and sports while integrating social networking tools

Note: Windows Mobile in a beta version and development on OS X iPhone

Other products

•Competitors strongly connected to onetechnology or one OS - E.g., usersneed a Nokia mobile phone or iPhonewith GPS to benefit from the sites

•Lack of focus on competitions, sharingof experiences and community

Examples

Endomondo

•Endomondo works on different OS’s

•Hence Endomondo can be usedacross brands of mobile devices

•Endomondo combines individualtraining tools and social networkingtools and is useable for many differentmotion based sports

5

Revenue model consists of two main revenue sources...

Product add-on’s• Live tracking: Data is sent to profile in real time while exercising• Audio coach: Voice informing about performance, e.g., split times• Detailed maps: Maps with paths and tracks, e.g., in a forest• Goal planner: Helps the user to design a customized training program• Statistics history

Advertising• Mobile adds: 10-15 sec’s Ads displayed while loading application• News mails: Email sent to user with offers, competitions etc.• Location based adds on map related to tracks• Sponsored routes - E.g., Nike lake route, Salomon Val Thorens route

etc.• Banner ads: Traditional banners generating revenue

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...and the user will pay according to a Freemium paymentmodel on features, ...

Element Free Premium

• Tracking, GPS update 30 sec.• Tracking, GPS update 10 sec.• Upload to server every 5 min.• Upload to server every 20 sec.• Free storage of routes / log• Individual challenges• Team challenges• Ad free environment• Audio coach• 5km goalplanner• 10km goalplanner• 21,1km goalplanner• 42,2km goalplanner• News• Messages• Detailed maps

ILLUSTRATIVE

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...but Telco’s are obvious potential partners, as Endomondo addssignificant value by increasing revenue in data traffic and customerretention

Micro payment on specialadd-on features paid byTelco’s gives two majorbenefit

• Customer retention

• Significant added valueby increased revenue indata traffic

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Endomondo’s MGMT team

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Jakob Jønck

MA in Political Science at University of Copenhagen in DenmarkBA in Political Science at University of Copenhagen in Denmark

Experience

Sport experience

Sept. 2002 - Sept. 2005Sept. 1998 - July 2001

Education

Management consultant at McKinsey & CompanyIntern, Rambøll ManagementWeb master and news editor, Digital Taskforce, Ministry of FinanceFreelance IT consultant, Tribal DDBManager, www.skiskolebooking.dk, start-up company – still successfully runBoard member, The Danish Association of Professional Ski Instructors

Mar. 2006 - Dec. 2007Feb. 2005 - July. 2005Sep. 2003 - Dec. 2004Oct. 2003 - June 2004Aug. 2000 - Dec. 2003Sep. 1999 - ?

Skiing

SquashSurfingTennisFitness

Professional ski teacher, 10 years of working experience from the French SkiSchoolActive squash player throughout latest 9 yearsTraveled Latin America 3 times, Europe, Indonesia, Australia etc. to surfPlayed since the age of 12Whenever I can’t do my other sports

10

Mette Lykke

Journalism and media writing at University of Luton in UKMA in Political Science at University of Aarhus in DenmarkBA in Political Science at University of Aarhus in DenmarkWinner of The McKinsey Award for excellent results

Experience

Sport experience

July 2004Sept. 2003 - Feb. 2006Sept. 2000 - July 2003

Education

Management consultant at McKinsey & CompanyResearcher and journalist at Morgenavisen Jyllands-Posten in AarhusJunior Consultant at Epinion A/S (internship)Editor of “Kandestøberen”, a monthly magazine published at the Department ofPolitical Science, University of Aarhus

Mar. 2006 - Nov. 2007Aug. 2004 - Dec. 2005Aug. 2003 - Jan. 2004Sept. 2002 - July 2003

Riding

TennisRunningFitness

Competitive in both show jumping and dressage for 10 years, coach, andorganizer of competitions under the Danish Riding AssociationsCoach in 3 years and still active playerActiveActive

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Thomas Ambus

Experience

Sport experience

Education

Senior Software Engineer at Kapow TechnologiesResearch assistant at University of CopenhagenSoftware developer, BlomInfo A/SSoftware developer, Neo Ideo A/S

Feb. 2005 - Oct. 2008Oct. 2004 - Jan. 2005Jan. 2002 - Dec. 20021999 - 2001

MA in Computer science at University of Copenhagen in DenmarkBA in Computer science and Physics at Universityof Copenhagen in Denmark

Sept. 2002 - Sept. 2004Sept. 1995 - July 2002

RunningFitness

Dedicated runner through many yearsActive

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Christian Birk

MA in Engineering at The Technical University ofDenmark, LyngbyLafayette High School, Kentucky, USA

Experience

Sport experience

Sept. 1996 - Dec. 2005

Aug. 1993 - June 1994

Education

Management consultant at McKinsey & CompanyBoard member, Danish Athletics FederationBoard member, The Danish Athletes Commission, Organization representingDanish elite athletesCommentator, Eurosport TV, DenmarkBoard member, Team Copenhagen, Elite sport organization in CopenhagenBoard member, Mediation & SportAnalyst, Danish Road DirectorateTeaching assistant, Technical University of DenmarkRoad race organizer, Sparta Athletics

Mar. 2006 - Nov. 20072006 -2005 -

June 2004 –2004 -2004 –Sep. 2002 - Mar. 2006Jan. 2005 - Mar. 2006May 1999 - Sep. 2002

Athletics

Badminton/squashFitness / running

Elite athlete 1998-2004. Danish Champion (1999-2004) and national recordholder at 400m. Board member of Danish Athletics FederationFirst two levels of Danish coaching education in badmintonActive

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Backup

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Elite

Our target group is expected to consist of five segmentsthat want different things from Endomondo

Needs a place for fans to keep track oftheir performance and a place to shareexperiences with other elite athletes

Needs

Needs a place to keep track of ownperformance and challenge friends

Description

Professional athletesmaking a living out of theirsports

Athletes exercising at leastthree times a week

Needs competition and socialinteraction in connection with sports

Men exercising once ortwice per week on average

Needs tracking of training/calories andsocial interaction

Women exercising once ortwice per week on average

Needs motivation to get started throughtracking training and meetinglikeminded

People not exercisingregularly but interested ingetting started

Serious

Active men

Active women

Less active

Focus segments