On <strong>Admission</strong> the audit committee will be comprised of the Non-Executive Direc<strong>to</strong>rs and will bechaired by Stuart Cruickshank. The audit committee will, inter alia, determine and examine mattersrelating <strong>to</strong> the financial affairs of the Company including the terms of engagement of the Company’saudi<strong>to</strong>rs and, in consultation with the audi<strong>to</strong>rs, the scope of the audit. It will receive and review reportsfrom management and the Company’s audi<strong>to</strong>rs relating <strong>to</strong> the half yearly and annual accounts and theaccounting and the internal control systems in use throughout the Company.On <strong>Admission</strong>, the remuneration committee will be comprised of the Non-Executive Direc<strong>to</strong>rs and willbe chaired by Iain Johns<strong>to</strong>n. The remuneration committee will review and make recommendations inrespect of the Direc<strong>to</strong>rs’ remuneration and benefits packages, including share options and the terms oftheir appointment. The remuneration committee will also make recommendations <strong>to</strong> the Boardconcerning the allocation of share options <strong>to</strong> employees under the Share Incentive Plan.On <strong>Admission</strong> the nomination committee will comprise of Michael Jolliffe, Iain Johns<strong>to</strong>n andPanagiotis Dimitropoulos and will be chaired by Michael Jolliffe. The nomination committee willmoni<strong>to</strong>r the size and composition of the Board and the other Board committees, be responsible foridentifying suitable candidates for board membership and moni<strong>to</strong>r the performance and suitability ofthe current Board on an ongoing basis.1.23 Share Dealing CodeThe Company has adopted a share dealing code for Direc<strong>to</strong>rs and applicable employees of theCompany, which is compliant with the AIM Rules, and will take proper steps <strong>to</strong> ensure compliance bysuch persons.1.24 The City CodeThe City Code applies, inter alia, <strong>to</strong> offers for all public companies (other than open ended investmentcompanies) which have their registered office in the United Kingdom, the Channel Islands or the Isleof Man. However, the Panel on Takeovers and Mergers will normally consider a company resident inthe United Kingdom, the Channel Islands or the Isle of Man only if it is incorporated in one of thosejurisdictions and has its place of central management in one of those jurisdictions. Whilst theCompany believes that its place of central management will be in United Kingdom, the ChannelIslands or the Isle of Man, the Panel on Takeovers and Mergers may not regard the Company as havingits place of central management in the United Kingdom, the Channel Islands or the Isle of Man, inwhich case, the Panel on Takeovers and Mergers may decline <strong>to</strong> apply the City Code <strong>to</strong> the Companywith the result that Shareholders may not receive the benefit of the takeover offer protections providedby the City Code.1.25 Further InformationPotential inves<strong>to</strong>rs should read the whole of this document which provides additional information onthe Company and the Placing and not rely on summaries or individual parts only. Inves<strong>to</strong>rs’ attentionis drawn, in particular, <strong>to</strong> the Risk Fac<strong>to</strong>rs set out in Part II of this document and the additionalinformation set out in Part IV of this document.33
PART IIRISK FACTORSInvesting in the Ordinary Shares involves a high degree of risk. Potential inves<strong>to</strong>rs should carefullyconsider the risks described below, which the Direc<strong>to</strong>rs believe are the material risks of the Group’sbusiness, its industry and the Placing, before making an investment decision. Additional risks not presentlyknown by the Direc<strong>to</strong>rs or that the Direc<strong>to</strong>rs currently deem immaterial may also impair the Group’sbusiness operations. If any of the following risks actually occur, the Group’s business, financial conditionand operating results could be harmed. In that case, the trading price of the beneficial interests in theOrdinary Shares, and the underlying Ordinary Shares, could decline and inves<strong>to</strong>rs might lose all or part oftheir investment in the Ordinary Shares. In assessing these risks, potential inves<strong>to</strong>rs should also refer <strong>to</strong> theother information contained in this document, including (without limitation) the Group’s consolidatedfinancial statements and the related notes there<strong>to</strong>.Risks Related <strong>to</strong> the Group’s BusinessBusiness risksThe Group faces risks, uncertainties and potential difficulties relating <strong>to</strong>:● retaining current economic arrangements with cus<strong>to</strong>mers, including brands, advertising agencies,mobile network opera<strong>to</strong>rs and media companies;●●●●●●●managing evolving pricing models;maintaining and expanding current, and developing new, cus<strong>to</strong>mer relationships;developing new, innovative mobile marketing strategies that achieve market acceptance and areseen as superior <strong>to</strong> alternatives that may emerge over time;maintaining a stable service infrastructure and reliable service delivery for the Group’s productsand services offering;managing a rapidly growing business that since inception has operated in several countries, manyof which are lesser developed and generally known as being relatively difficult <strong>to</strong> conduct businessin while ensuring appropriate levels of internal controls as well as compliance with local laws andregulations;executing business and marketing strategies successfully, including gaining acceptance for theGroup’s brand and the practice of mobile marketing in general; andattracting, integrating and retaining qualified personnel.Failure <strong>to</strong> achieve any of these objectives will harm the Group’s business. In addition, the costs ofpreventing any of these risks may be more expensive than planned, which could adversely impact onthe operating results and financial condition of the Group.Under the Group’s revenue recognition policies, revenue may not be recognised in the period in which theGroup contracts with a cus<strong>to</strong>mer, and downturns or upturns in sales may be reflected in operating resultsin future periods.The Group recognises revenue from performance-based fees when specific quantitative goals are me<strong>to</strong>r when the miles<strong>to</strong>nes are achieved, from usage-based fees on a percentage-of-completion basis, andfrom managed service arrangements, ratably over the term of the contract. As a result, revenuegenerated during any period typically results from agreements entered in<strong>to</strong> during a previous period. Areduction in sales in any period therefore may not significantly reduce revenue for that period, butcould negatively affect revenue in future periods. In particular, if such a reduction were <strong>to</strong> occur in thefourth quarter, it may be more difficult for the Group <strong>to</strong> significantly increase its cus<strong>to</strong>mer sales in time<strong>to</strong> reduce the impact in future periods, as the Group has his<strong>to</strong>rically entered in<strong>to</strong> a significant portionof new, or expanded the scope of existing, cus<strong>to</strong>mer agreements during the fourth quarter. This isprimarily because traditional marketing and advertising spending is heaviest during the holiday season,and <strong>to</strong>wards the end of a calendar year, brands, advertising agencies, mobile network opera<strong>to</strong>rs andmedia companies often close out annual budgets. In addition, the Direc<strong>to</strong>rs may be unable <strong>to</strong> adjust34