6,6 6,7 6,3 5,3 4,7 3,4 2,8 2,2 1,7 1 1,2 1,3 0, T14

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4 0,7 1 1,2 1,3 1,7 2,2 2,8 3,4 4 4,7 5,3 6 6,3 6,6 6, T14 4 Source: UIT, Wireless Intelligence, GSA/Informa e Teleco:

5 Global Smartphone Quarterly Unit Shipments & Smartphone Users as % of Mobile Phone Users, % 30% 20% 10% 0 0% Smartphone Units Shipped Linear (Smartphone Units Shipped) 5 Source: Report Internet Trends 2014: kpcb.com/internettrends

6 Mobile users pick up smartphones as they become more affordable, 3G and 4G networks advance 4,08 50,2% 4,33 Billi 4,55 % of population % change 4,77 4,95 5,13 61,1% 63,5% 65,8% 67,7% 69,4% 8,5% 6,2% 5,1% 4,7% 3,9% 3,6% Mobile Phone Users Worldwide Source: emarketer -

7 60% mobile owners 20% smartphones 1 It s an extension of us 2 It s always with us 3 It s a part of our daily life in real time They are interested in owning high-tech devices regardless of the fact that they still do not have the technology required for using it. 7 We are Social US Census Bureau, Internet World Stats, CNNIC, Tencent, Facebook, ITU, CIA January 2014

8 Mobile technology is a commodity in Latin America. More people have access to mobile phones than to internet. WORLDWIDE LATAM Total population 7 billion 600 million Internet Users 29% (2 billion) 25% (147 million) Mobile Subscribers 94% (6.8 billion) 114% (682 million) 8 We are Social US Census Bureau, Internet World Stats, CNNIC, Tencent, Facebook, ITU, CIA January 2014

9 Mobile Phones Million 1Q 13 2Q 13 3Q 13 4Q 13 1Q 14 Quarter Year Brasil 264,1 265,7 268,3 271,1 273,6 0,9% 3,6% Mexico 101,8 102,6 103,2 97,1 95,8 (1,3%) (5,9%) Argentina 59,8 59,8 60,6 60,7 62,5 3,0% 4,5% Colombia 46,4 47,3 48,6 47,9 48,6 1,5% 4,7% Venezuela 30,2 30,4 30, Chile 24,1 24, Mobile Phone Density /100inhab. 1Q 13 2Q 13 3Q 13 4Q 13 1Q 14 Brasil 133,1 132,8 135,3 134,4 135,3 Mexico 87,7 88,5 88,9 - - Argentina 144,2 144,3 146,3 146,3 147,7 Colombia 98,4 100,4 103,2 - - Venezuela 101,4 101,8 101,8 - - Chile 136,94 139, Source: UIT, Wireless Intelligence, GSA/Informa e Teleco:

10 10 Weare Social US Census Bureau, Internet World Stats, CNNIC, Tencent, Facebook, ITU, CIA January 2014

11 Smartphone Users in Latin America, by Country, millions and CAGR CAGR Brazil % Mexico % Argentina % Other % Latin America % Note: Individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month Smartphone User Growth In Latin America, by Country, % change Mexico 103.0% 48.2% 22.4% 21.4% 17.0% 15.1% Brazil 70.8% 40.2% 36.0% 27.0% 16.0% 16.1% Argentina 46.3% 29.4% 22.7% 16.4% 12.1% 10.8% Other 64.4% 51.5% 27.9% 25.4% 18.6% 14.8% Latin America 71.7% 45.3% 28.3% 24.1% 17.0% 14.9% Note: Inviduals of any age who own at least one smartphone and use the smartphone(s) at least once per month Source: Emarketer

12 Mobile BroadBand Connections million M Mobile broadband connections across Latin America by Source: Mobile Economy Latin America 2013:

13 Mobile BroadBand Connections LATAM 500M Mobile broadband connections across Latin America by Source: Mobile Economy Latin America 2013:

14 % of Page Views Coming From Mobile Devices Mobile Usage as % of Web Usage, by Region, 5/14 50% 40% 37% 38% 30% 20% 10% 11% 19% 6% 17% 16% 8% 23% 18% 17% 12% 14% 25% 0% North America South America Europe Asia Africa Oceania Global May-13 May Source: Report Internet Trends 2014: kpcb.com/internettrends

15 15 Source: Futuro digital Latinoamerica 2013 Informe Comscore; 2013-Mobile Marketing Services Best Practices-SP-gemalto

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18 18 Source: ); Social Brands: The future of Marketing We are social (2013)

19 19 Source: Comscore Futuro digital Latinoamerica; THE MOBILE INTERNET CONSUMER (MMA & VSERV.MOVI); Social Brands: The future of Marketing We are social (2013)

20 Latin America s middle class grew 50 percent (equivalent to 50 million consumers). The middle class now represents 30% of the population % 33% 21% 23% 36% 41% Poor (US$0-US$4 day22 Vulnerable (US$4-US$10 a day)22 Middle class and rich (>US$10 a day)22 Middle Class Growth (US$10-US$50 a day) million people million people 20 Source: The World Bank, Economic Mobility and the Rise os The Latin American Middle Class, 2012

21 21 We are Social US Census Bureau, Internet World Stats, CNNIC, Tencent, Facebook, ITU, CIA January 2014

22 The time it took different technologies to reach 50 million users 22 Source:

23 Spending an average of 26 hours a month online LATAM online consumers overtake the global average of activities online With a strong use of Social Media 23 Source:

24 Total Visitors (000) Latin America is the region with the highest growth 7% March 2012 March 2013 Internet Penetration % % % 3% Asia Europe USA & Canada Latin America Oriente + Africa 24 Source: 2013-Futuro_Digital_Latinoamerica_2013_Informe-Comscore

25 In average, Latin America s online population spend 26 hours a month going online; in Brazil the average is +10 hours above the media Brazil Latin America Argentina Peru Chile Colombia Mexico Venezuela Puerto Rico Source: 2013-Futuro_Digital_Latinoamerica_2013_Informe-Comscore

26 % Unique Visitors Latin America s online consumers overtake the global average of activities online Latin America Global Services Social Media Navegation Web Sites Entertaiment News/Information Retail Health 30% 30% 76% 74% 74% 99% 92% 98% 85% 97% 87% 97% 93% 94% 88% 86% 26 Source: 2013-Futuro_Digital_Latinoamerica_2013_Informe-Comscore

27 Social Media is the main activity performed by Latin America online consumers 27 Source: 2013-Futuro_Digital_Latinoamerica_2013_Informe-Comscore

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29 KEY FEATURES 3 points in which mobile & digital technology is shifting relationships, identities and communities PERSONAL/ PRIVATE EXTENSION OF OUR PERSONAL SELF/ IDENTITY PORTABLE ALWAYS WITH US STABLISHES A RELANTIONSHIP WITH THE DEVICE PEDESTRIAN IS A PART OF OUR DAILY LIFE IN REAL TIME 29 Source: 2013-Mobile Marketing Services Best Practices-SP-gemalto

30 Currently, more than 6 out of 10 users in Latin America possess a Mobile 30 Source: 2013 Mobile Games Infograph

31 Android OS rules in Latin America. In Mexico in particular, IOS has a similar penetration than Android 100% RIM Symbian Windows Others IOS Android 75% 43% 52% 61% 40% 50% 41% 19% 41% 25% 0% 31% 17% 11% 13% 5% Brasil Argentina Chile Mexico 31 Source: 2013 Futuro Digital Latin America - Comscore

32 Websites visited from different devices (%) Internet access is mainly by Wi-Fi. Mobile technology is pending for development in Latin America Mobile Wi-Fi 100% 75% 50% 77% 95% 68% 81% 25% 0% 32% 23% 19% 5% Brazil Mexico Chile Argentina 32 Source: 2013-Futuro_Digital_Latinoamerica_2013_Informe-Comscore

33 Smartphone s technology is expected to grow +20 pp in the coming years. Today, it reaches 2 out of 10 consumers in Latam 33 Source: Pyramid Research Latin America Smartphone sales as % of total handset sales Us Media Consulting Latam and Brazil Media market 2013

34 Latin America s consumers are interested in owning high-tech devices regardless of the fact that they still do not have the technology required for using it. 34 Source: 2013 Movile Economy Latam - GSMA

35 Mobile-commerce is still awaiting for strong development. However, considering rapidly increase in smartphone penetration in Latam and consumer interest, m-commerce is at an all-time high. 35 Source: M-Commerce in latinamerica Ericsson Report (Consumer Lab)

36 64% BELONGS TO EARNING CLASS 47% ARE YOUNG PEOPLE (17 to 24 years old) 94% USES FACEBOOK THEY DOWNLOAD: 81% 48% 45% 41% GAMES MUSIC VIDEO THEMES 36 Source:

37 TOP 10 (IN THOUSANDS) Retail online growth 16pp in 2013 reaching 109 million users 37 Source:

38 Using the Camera, listening to music and going through social media are the main uses for smartphones in Latam 93% 90% 85% 82% 79% 77% 62% 62% 46% 37% 23% Camera Wi-Fi Mp3 Social Media Messaging Apps Gaming GPS Radio Calls trough internet 38 Source:

39 Games is the main category search by mobile consumers, no matter what OS they own 39 Source: Mobile Games Infograph

40 When consumers go social, they use Facebook Tumblr; 1% Orkut; 1% Twitter; 1% Ask.fm; 1% Others; 2% Has 1 Billion users worldwide WW Users share 2.5 billion pieces of content each day Facebook; 94% 40 Source: 2013-Futuro_Digital_Latinoamerica_2013_Informe-Comscore

41 Facebook users in Latam have grown 45 pp in 4 years, reaching 69% of Internet users , % 114,8 59% 150,3 65% 69% FB Users % Internet users 41 Source: emarketer.com, Feb Facebook Users in Latin America (millions, % of internet users) Internet users who access their Facebook account via any device at least once per month

42 Media & Drinks are the categories with higher Facebook fans in Latam TOP 10 INDUSTRIES RANKED BY NUMBER OF FB PAGE SIZE (IN THOUSANDS) TOP 10 BRANDS & MEDIA RANKED BY NUMBER OF FB FANS (IN THOUSANDS) 42 Source:

43 Argentina shows the highest rate of interest in online videos Average videos viewed by consumers a month % Online Videos 43 Source: 2013 Futuro Digital Latinoamerica Comscore

44 Devices no longer commands our full attention *USA USERS 44 Source: 2014-Marketing_to_the_Multi-Platform_Majority-comscore

45 Parallel media usage (Using Smartphone and also ) Consumers are allow to multitask while they are using mobile devices 45 Source: Ways Mobile will change our lives - JWT

46 Smartphones & tablets have a 30% of conversion from search to purchase. Laptop and In-Store bring about more than 50% RESEARCH ON PURCHASE ON 68% SMARTPHONE 67% TABLET 74% LAPTOP of that 68% of that 67% of that 74% SMARTPHONE TABLET LAPTOP IN-STORE 35% 21% 28% 37% 15% 41% 32% 33% 16% 21% 52% 37% 60% IN-STORE of that 60% 19% 18% 29% 57% 46 Source:

47 Retail in Latin America grew 16 points in 2013 reaching 109 million users 47 Source: 2013-Futuro_Digital_Latinoamerica_2013_Informe-Comscore

48 Business sponsorship The first geolocation apps have shown click through rates of 15%-25% Web conversions, by comparison, are typically 1% In-app Advertising Incentives to check in $20 billion The potential value of the location-based services market Real-life rewards Local search marketing Link between brand & consumer Retail coupon marketing 48 Source: Hats, Business Insider, Wall Street Journal, Crunchbase

49 *USA USERS 49 Source: Emarketer.com: Pew Internet & American life projectarial

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51 Free apps are everyone s favorite. However, both free and paid apps are growing In billions 400 Free download Paid download Total 93% % 22,1 90% 89% 92% 91% ,9 131,8 309,6 287,9 205,4 73,3 81,4 40,6 45,6 25 2,9 5 8,1 11,9 16,4 21, % of Total Apps 51 Source:

52 Free apps are used by 30% of mobile users 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 29% 20% 9% 64pp 45pp % Uses Apps (Smartphones) 52 Source: The Competitive Intelligence Unit con información de GSMA, emarketer y ITU (2013)

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54 Mobile Advertising expenditure is growing every year. Projections indicate that by 2016 Mobile AD spending in Latam will grow +86pp on Mobile and 54pp on Digital channel. Also, consumers are purchasing more through online channels, using different devices such as mobile, PCs and tablets. As we observe, online retail in Latin America grew 16 points in 2013 reaching 109 million users. Furthermore, not only adults are online: in Argentina 70% of kids have a computer at home, use social media and own mobile phone. 54 Source: Ministerio de Educación de la Nación Argentina - Consumos digitales culturales. (kids 11 to 17 years old)

55 Latin America s middle class grew 50 percent, which is equivalent to 50 million consumers. Today, middle class represents 30% of the population. When it comes to mobile technology, Latin America accounts for 10% of this market in term of revenues and this has reached US$ 107B in When we observe Mobile technology from the consumers point of view, we see that this is a must have : there is more access to mobile than to internet, and also consumers are interested in owning high-tech devices regardless of the fact that they still do not have the technology required for using it properly. 55 Source: Ministerio de Educación de la Nación Argentina - Consumos digitales culturales. (kids 11 to 17 years old)

56 Mobile advertising revenue has grown 28pp in 2 years Total pp Total North America Western Europe Asia/Pacific & Japan Rest of the World 56 Source: Infographic-2013-Mobile-Growth-Statistics-Medium

57 Mobile AD spending in Latam is expected to grow +86pp on Mobile & 54pp on Digital channel * In Millions 57 Source: emarketer Dec Mobile, Digital and Total media Ad Spending in Latin America

58 In Brazil, Online Ad investment increased 97pp in 2013 reaching US$356 million Estimated Investment Ads display (000) 58 Source: 2013 Futuro Digital Latinoamerica Comscore

59 Users love mobile ads that help them: LATAM ARG BRA CHI COL MEX PER VEN Download mobile content 73% 62% 77% 60% 69% 69% 60% 83% Find a good deal on something 45% 46% 42% 55% 45% 47% 47% 56% Learn about a brand 44% 40% 42% 38% 45% 49% 40% 59% Locate something nearby 55% 44% 57% 49% 51% 55% 44% 64% 59 Source: 2013 Mobile Internet Consumer Latin America MMA

60 Communicate with people (SMS & Social Media) Know where they are (Geolocation) Facilitate purchasing (Retail Online) Go APP! (Add a Mobile APP) 60 Source: 2013 Mobile Internet Consumer Latin America MMA

61 SMS is the non-verbal communication way with the highest presence in mankind history SMS can reach more than million devices in hands of million people all over the world, this is more than 80% of the population SMS is all about: Easy: every person on the planet knows how to use messages Cost-effective: in most of the countries SMS cost a few cents Quick: sending SMS is instant and reliable Universally accepted: It works in every device; from high-tech smartphones to low range mobile phones 61 Source: 2013 Mobile Marketing Services best practices

62 98% of SMS are opened (versus 22% marketing) Besides, most users open and read SMS messages just a few seconds after receiving it. According to Go Mobile, 90% of SMS messages get opened within 3 minutes after receiving it The key for using this channel Get consent Create a database with preferential profiles Stablish mobile technology as a communicat ion channel Always keep improving preferential profiles Performed correctly, long term relationships could be established, accomplish client participation, reaching high response rates and impulse investments returned 62 Source: Mobile Marketing Services best practices

63 81% of consumers download games in their mobile phones! 1 Mobile games adverstising investments will reach U$894 million by As a reference, in 2010 it was only US$87 million. (Juniper Research) 2 95% of games do not pay anything for playing. However, 5% of them do it regularly. 63 Source: 2013 Futuro Digital Latinoamerica Comscore

64 64 Source: Social Brands The future of Marketing We are Social

65 65 Source: Social Brands The future of Marketing - We are Social

66 Reasons for not participate It is vital to avoid technological failures and availability issues within the apps or websites; they are a very important barrier for not participating Not interested It costs me They ask for personal information I have to enter another web site The site isn't available on my mobile Its dificult to read from my mobile Content takes to long to upload Isn't for me The link doesn't work Isn't for my region 5% 8% 11% 10% 10% 13% 15% 22% 28% 30% 29% Availability reasons Technological reasons 29% 66 Source: Social Brands The future of Marketing - We are Social

67 Mobile usage is opening new ways for brands to connect with consumers and because mobiles have many uses, there are many strategies we could use. As we observed, when it comes to Advertising, users love mobile ads that help them download mobile content, find a good deal on something, learn about a brand and locate something nearby. Mobile marketing could be done by many options, but all of them have to have some similarities: It has to work excellent, no matter the device they used. It has to be easy to understand and be well targeted. If they feel it has some use for them, they will love it and they will share it. 67

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69 69 Source: Comscore Futuro digital Latinoamerica; THE MOBILE INTERNET CONSUMER (MMA & VSERV.MOVI); Social Brands: The future of Marketing - We are social (2013)

70 70 Source: Comscore Futuro digital Latinoamerica; THE MOBILE INTERNET CONSUMER (MMA & VSERV.MOVI); Social Brands: The future of Marketing - We are social (2013)

71 71 Source: Comscore Futuro digital Latinoamerica; THE MOBILE INTERNET CONSUMER (MMA & VSERV.MOVI); Social Brands: The future of Marketing - We are social (2013)

72 72 Source: Comscore Futuro digital Latinoamerica; THE MOBILE INTERNET CONSUMER (MMA & VSERV.MOVI); Social Brands: The future of Marketing - We are social (2013)

73 73 Source: Comscore Futuro digital Latinoamerica; THE MOBILE INTERNET CONSUMER (MMA & VSERV.MOVI); Social Brands: The future of Marketing - We are social (2013)

74 74 Source: Comscore Futuro digital Latinoamerica; THE MOBILE INTERNET CONSUMER (MMA & VSERV.MOVI); Social Brands: The future of Marketing - We are social (2013)

75 75 Source: Comscore Futuro digital Latinoamerica; THE MOBILE INTERNET CONSUMER (MMA & VSERV.MOVI); Social Brands: The future of Marketing - We are social (2013)

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