5O9, Inc. Investor Deck 01-11

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					Preparing the Web for Mobile

             5o9® EZMobile



 Performance.	
  	
  Privacy.	
  	
  Personaliza2on.	
  	
  



                       © 2011 5o9®, Inc.
                                                                             A Little About Us


    We Know Performance
    •    We	
  invented	
  the	
  de	
  facto	
  
         standard	
  for	
  content	
                             Ø  We sell software
         accelera2on	
  (Mod_Gzip)	
  	
  
                                                                      •  That	
  helps	
  you	
  deliver	
  a	
  
    We Know the Web                                                      great	
  mobile	
  Web	
  user	
  
    •    Our	
  solu2ons	
  support	
  open	
                            experience	
  
         Web	
  standards	
  


    We Know Mobile
    •    We	
  were	
  developing	
  Web	
  tools	
  
         for	
  mobile	
  long	
  before	
  mobile	
  
         was	
  hot	
  




2                                                        © 2011 5o9®, Inc.
                     Unlock the Value of the Web
                                          For Your Mobile Users



    Ø  It’s the Experience Stupid!
         	
  
    Ø  So what makes up the
        experience?                                   The 3 P’s
                                                   of Mobile Web
                                                      Services
       	
  
                                                                   Start	
  



                                                    Performance


3                              © 2011 5o9®, Inc.
                                      Its All About Performance
                                                                                                         The 1st P

    Ø  Business Problem:
       •  Performance	
  determines	
  your	
  users’	
  experience	
  
       •  Poor	
  performance	
  costs	
  you	
  money	
  
            »  Google:	
  	
  ½	
  second	
  page	
  load	
  improvement	
  =	
  $1	
  billion/year	
  



    Ø  Technical Problem:
       •  How	
  do	
  you	
  measure	
  your	
  mobile	
  site	
  performance?	
  
            »  How	
  fast	
  does	
  your	
  page	
  load?	
  
            »  How	
  long	
  does	
  it	
  take	
  to	
  checkout,	
  search,	
  or	
  sign-­‐up?	
  


                                                                                                             Performance


4                                                   © 2011 5o9®, Inc.
                                                  It’s All About Privacy
                                                                                        The 2nd P


    Ø  Business Problem:
         •  Building	
  Trust	
  &	
  Loyalty	
  	
  
               »  Protec2ng	
  privacy	
  is	
  a	
  compe22ve	
  advantage	
  
               »  Protec2ng	
  privacy	
  is	
  already	
  a	
  requirement	
  for	
  some	
  


    Ø  Technical Problem:
         •  How	
  do	
  you	
  make	
  it	
  convenient	
  for	
  consumers	
  or	
  
            businesses	
  to	
  control	
  their	
  privacy?	
  



                                                                                                 Performance


5                                               © 2011 5o9®, Inc.
                         It’s All About Personalization
                                                                                      The 3rd P



    Ø  Business Problem:
       •  Mobile	
  is	
  personal.	
  	
  I	
  need	
  to	
  personalize	
  my	
  exis2ng	
  
          Web	
  services	
  for	
  mobile	
  users.	
  



    Ø  Technical Problem:
       •  How	
  do	
  you	
  integrate	
  personaliza2on	
  with	
  your	
  
          exis2ng	
  Web	
  Services?	
  


                                                                                                 Performance



6                                             © 2011 5o9®, Inc.
                                                                                               The First Step
                                                                       Measure the Experience

                                                     Go	
  Fast	
  or	
  Go	
  Home!	
  
          Nothing	
  else	
  ma\ers	
  if	
  users	
  abandon	
  your	
  site	
  or	
  service	
  before	
  they	
  get	
  started.	
  


    Ø  The user experience is made up of 4 things:
         1.  Loca2on	
  
         2.  Device	
  Informa2on	
  
         3.  Network	
  Informa2on	
  
         4.  How	
  the	
  Page	
  Feels	
  (looks	
  &	
  loads)	
  

    Ø  So, measure it from the user’s perspective
         •  In	
  the	
  browser	
  
         •  In	
  real-­‐2me	
  
                                                                                                                                  Performance


7                                                            © 2011 5o9®, Inc.
                                                 It’s Real Easy to Try
                              See What Your Users Really See

             	
  



    Ø 5o9® EZMobile Performance Testing
       •    Test	
  your	
  site	
  
       •    Test	
  your	
  compe2tors’	
  sites	
  
       •    Compare	
  your	
  performance	
  to	
  theirs	
  
       •    Measure	
  your	
  customers’	
  experience	
  


    Ø Do it in Real Time

                                                                 Performance


8                                       © 2011 5o9®, Inc.
                                  Demo




    http://www.5o9ezmobile.com




9             © 2011 5o9®, Inc.
                                                                                  For the Curious
                                                                                                  How it Works




     US Patent No. 7,873,710:
     ü  Any	
  Mobile	
  device	
  connected	
  to	
  the	
  Internet	
  
     ü  The	
  ability	
  to	
  add	
  Who,	
  What	
  &	
  Where	
  context	
  to	
  the	
  HTTP	
  protocol	
  
     ü  The	
  ability	
  to	
  personalize	
  a	
  Web	
  page	
  with	
  contextual	
  browser	
  menus	
  

10                                                        © 2011 5o9®, Inc.
                         Measure Today – Deliver Tomorrow
                                                                                with 5o9® EZMobile

     Ø  How to Create a Great Mobile
         Web Experience
                                                                               Real-Time Data
                                                                        Delivers Real Business Value
        1.  Measure	
  performance	
  from	
  
            your	
  users’	
  perspec2ve	
                         •    Improve	
  performance	
  with	
  GZip	
  and	
  
                                                                        BZ2	
  compression	
  
                                                                   •    Control	
  your	
  data	
  and	
  data	
  privacy	
  
        2.  Deliver	
  your	
  Web	
  service	
                         policies	
  
            using	
  real-­‐2me	
  mobile	
                        •    Encrypt	
  data	
  during	
  transmission	
  
            context	
                                              •    Personalize	
  content	
  based	
  on	
  user,	
  
                                                                        device	
  and	
  loca2on	
  data	
  
                                                                   •    Customize	
  naviga2on	
  in	
  real-­‐2me,	
  
                                                                        based	
  upon	
  the	
  data	
  received	
  
                                                                   •    Easy	
  to	
  integrate	
  metadata	
  arrives	
  
                                                                        as	
  CGI	
  environment	
  variables	
  


                        Performance

11                                                  © 2011 5o9®, Inc.
                                                                                            The Sales Cycle
                                    Performance to Privacy & Personalization

                                                                                             Build	
  Awareness	
  
                                                                                              Lead	
  Genera2on	
  
                                                                                             Establish	
  Credibility	
  
     Ø  5o9® EZMobile Performance Testing                                                             Free	
  
         •  Viral	
  component	
  
         •  Test	
  account	
  with	
  registra2on	
                                          Try	
  Before	
  Buy	
  
         •  Qualifies	
  leads	
  for	
  sales	
  targe2ng	
                                   Lead	
  Qualifica2on	
  
                                                                                                       Free	
  
                                                                                                                            Marketing
                                                                                                                             Tactics
                                                                                                                            Products
                                                                                                      OEMs	
  
                                                                                                       $$	
  
     Ø  5o9® EZMobile
         •  Addresses	
  the	
  3Ps	
  
                                                                                                    Enterprise	
  
         •  Sodware	
  licensed	
  to	
  OEMs	
  &	
  Enterprise	
  
                                                                                                        $$	
  
                »  Performance	
  Monitoring	
  ISVs,	
  CDNs,	
  Handset	
  Mfgrs.	
  




12                                                                      © 2011 5o9®, Inc.
                                                    Our Target Customers
                                       High Importance. High Urgency.

     Ø  Regulated Markets with                                Ø  High-Volume Web Services
         High Mobile Usage Models                                  with Rising Mobile Access
                           	
                                           	
  

                 Driving	
  Factors	
                                             Driving	
  Factors	
  

                                        me                                                           me

                 Privacy          Personalization                                Performance   Personalization

        •    Healthcare	
                                               •  Search	
  
        •    Financial	
  Services	
                                    •  Content	
  Distribu2on	
  
        •    E-­‐Commerce	
  Infrastructure	
                           •  Social/Informa2onal	
  Portals	
  
        •    Wireless	
  Carriers	
  


                                                       Performance

13                                                  © 2011 5o9®, Inc.
                                    Reaching our Customers
                         Multi-Channel, Leveraged Approach


     Ø  Direct (early & strategic sales)                                                                                     D
         •  Cloud	
  Enablement	
  Vendors	
                                                                                  i	
  
                                                                                                                              r
         •  Performance	
  Suite	
  ISVs	
                                                                                    e
                                                                                                                              c
         •  Web	
  Service	
  Providers	
                                                                                     t	
  
                                                      Infrastructure	
  VARs	
                   Web	
  App	
  VARs	
  	
  
     Ø  Indirect                                        (Mobility	
  &	
  Cloud)	
  

         •  VARs/System	
  Integrators	
  
         •  Web	
  App	
  Developers	
  
         •  Business	
  MSPs	
                            Mobile	
  	
                  Web	
  Service	
          ISVs	
  
                                                         Workforce	
                     Providers	
              MSPs	
  

                                                                                  Our	
  Customers	
  
14                                          © 2011 5o9®, Inc.
                                                                                The Competition
                                                                The “App for That” Mindset
     	
  	
  

     Ø  Today:
                •  Mobile	
  Performance	
  Monitoring	
  Companies	
  (Gomez,	
  Keynote)	
  
                      »  Cannot	
  measure	
  real-­‐2me	
  performance	
  
                •  Personaliza2on	
  Services	
  (	
  
                     »  They	
  track	
  users.	
  	
  You	
  lose	
  control	
  over	
  privacy	
  and	
  performance.	
  
                •  Mobile	
  App	
  Development	
  Plahorms	
  (PhoneGap)	
  
                        »  They’re	
  apps,	
  not	
  fully-­‐integrated	
  Web	
  services	
  


     Ø  Tomorrow: HTML
                •  Requires	
  OEM	
  browser	
  infrastructure	
  upgrade	
  
                •  Not	
  a	
  “standard”	
  un2l	
  2022	
  
                •  Doesn’t	
  address	
  the	
  three	
  “P’s”	
  

15                                                              © 2011 5o9®, Inc.
                                                                                 Funding Request
                                                                               Executing on the Plan

     Seeking $5 million for commercialization and extended
     market validation
     1.  Research	
  &	
  Development	
  -­‐	
  $1	
  million	
  
          »  iPhone,	
  Android	
  and	
  Symbian	
  commercializa2on	
  
          »  Performance	
  Manager	
  commercializa2on	
  

     2.  Commercializa2on	
  –	
  includes	
  marke2ng	
  and	
  engineering	
  expenses	
  
          »  Sales	
  Infrastructure	
  –	
  Web	
  site	
  upgrade,	
  licensing,	
  collateral,	
  support	
  tools	
  
          »  Technical	
  Support	
  –	
  Web	
  &	
  staffed	
  

     3.  Sales	
  &	
  Marke2ng	
  -­‐	
  $3.2	
  million	
  
          »  $1.7	
  million	
  	
  Demand	
  Gen/VAR	
  Recruitment	
  
          »  $556K	
  Marke2ng	
  Staff/Overhead/Travel	
  
          »  $950K	
  Sales	
  Staff/Overhead/Travel	
  

     4.  General	
  Administra2on	
  -­‐	
  $828K	
                                            Expense	
  Breakout	
  
                                                                                              July	
  2011	
  –	
  June	
  2012	
  


16                                                         © 2011 5o9®, Inc.
                                                                                                     Financial Forecast
                                                                                                                               & Assumptions
     Ø  Based	
  on	
  license	
  revenues	
  only	
  
     Ø  Es2mated	
  Margins:	
  	
  33%	
  
     Ø  90%	
  +	
  of	
  sales	
  via	
  the	
  channel	
  with	
  30%	
  discount	
  

                      5o9	
  Inc.	
                           2011	
                         2012	
                          2013	
                         2014	
  
            Revenue	
                                            $401,520	
                   $4,394,537	
                  $14,745,939	
                 $33,788,291	
  

            Expenses	
                                        $1,809,015	
                    $7,193,489	
                  $11,497,177	
                 $17,806,551	
  

            Net	
  Income	
                                  -­‐$1,462,465	
                 -­‐$2,916,537	
                  $4,561,144	
                $11,974,575	
  

            Year-­‐End	
  Headcount	
                                       14	
                            28	
                            35	
                             41	
  
                                                                              	
                                                                                               	
  
     	
  
            Year-­‐End	
  VAR	
  Count	
                                      5	
                           20	
                            40	
                             60	
  
     	
  
     	
  
             	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Milestone	
  driven	
  expense	
  ramp	
  –	
  2011/12	
  staff	
  &	
  expense	
  adjusted	
  accordingly	
  


17                                                                             © 2011 5o9®, Inc.

				
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