5 Key Factors for Mobile Inquiry Generation in 2011

Presentation OverviewKey Factors for Successful Mobile Inquiry Generation 1. Understanding the Current Mobile Market 2. Utilizing Mobile Targeting 3. Filtering Through the Mobile Traffic Noise 4. Building Universal Mobile Landing Pages 5. Generating Inquiries via Text Messaging from Offline Media

1. Understanding the Mobile Market

U.S. Mobile Market Opportunity US Mobile Subscribers/Users (in millions) UNIQUE USERS Q1 2010 280M Mobile Subscribers Text 168M (60%) Messaging 86M (31%) MMS Mobile 70M (25%) Internet 50M (18%) Audio 33M (12%) Apps 33M (12%) Games 20M (7%) Mobile Video Source: Nielsen Source: Frost & Sullivan4

Mobile Internet Usage will Equal Desktop in 20135

Mobile Demographic Trends—% of all Mobile Subscribers Mobile Browser Usage by Gender: Mobile Browser Usage by Age Group: Female, 44% 65+, 3% 55-64, 6% 13-17, 7% 45-54, 14% Male, 56% 18-24, 17% Mobile Browser Usage: Sports, 32% 35-44, 24% Search, 54% 25-34, 29% Weather, 36% Social Networking, 43% Source: comScore News, 40%6

Mobile Demographic Trends • 72% of those between 25-49 use text messaging, and 53% of texters are 35 years-old and up. (Scarborough Research) • African Americans are the most active users of mobile web–outpacing the national average by nine percentage points • 85% of Hispanics have a cell phone and 39% have taken advantage of online access with their handheld. Mobile access often takes the place of broadband at home with 28.2% using their mobile only for data consumptions • There are 75M US adults on the mobile internet, more than half of them daily7

Google Index of Mobile EDU Queries 12-31-07 to 12-31-09 Source: Google8

2. Utilizing Mobile Targeting

Reaching the Mobile User Use Apps Browse Internet Display on Display on Mobile Downloaded Apps Sites Text Messaging Search Respond,Receive, Respond, receive Look for Search Mobile Answers orParticipate Participate Engine Marketing or Local Info Source: Nielsen10

Targeting and Tracking• You can target based on: – Carrier – Device – Location – Channel – Publisher – Day part

3. Filtering Through the Mobile Noise

Clear, Simple Creative Designed to Fit a Smaller Screen13

Pay-Per-Call Campaigns WAP Landing Page Mobile Banner With filtering: 36% of all calls are over the threshold 26% of paid calls are over 6 minutes.14

CUnet Click-to-Call Network Sample Data Analysis Q3, 2010 700 600 Most conversions 500 happen after minute 6. 400Calls Payment after minute 2. 300 200 100 0 Calls Over 6 Total Call Volume Under 20 Secs / Call Over 2 Has GED / No GED / Pressed Minutes [High Analyzed Missdial Minutes Pressed 1 2 Quality] % 100% 19% 22% 17% 27% 16% % 100% 19% 22% 17% 27% 16% Volume 600 115 129 101 163 92 • C2C Campaign with IVR Qualification Questions  Press 1 if you are over 18 and have a GED or High School Diploma15

Mobile Short Form Campaign WAP Landing Page Mobile Banner • New universe of non-duplicate fresh inquiries • Scrubbing though CUnet Sparkroom technology CUnet Control HTTP POST Panel Data or Email Lead Scrubbing16

Mobile Paid Search Campaign • Toll-free number on adword ads enabling click-to-call − Target by city, state, Veterinary Schools keyword, carrier, smart vs. feature phone, and zip code • URL can redirect to a mobile page to keep the user experience consistent or just include the toll-free number IVR – Capture user information on the mobile page Qualification & Duplicate Scrubbing • Mobile Paid Search generated high quality inquiries17

Immersive Mobile Website with Embedded Calls to Action • Develop a functional mobile website with good content • Allow users to navigate and learn more about your school, programs, and campuses • Provide an interactive experience with strong calls to action18

4. Build Universal Mobile LandingPages

Build Universal Mobile Pages For best practices in building mobile WAP / XHTML optimized mobile pages, go to: www.W3C.org20

Smart vs. Feature Phones Market Share—Q3, 2010 Feature Phones vs. Smart Phones iPhone Share of U.S. Population 8% 29.7% iPhone Smart Phones non-iPhone Feature Phones 70.3% 92% Source: Nielsen Smart Phone Market Share Palm Symbian Linux 1% 3% 3% Microsoft Blackberry 14% Blackberry iPhone 28% Android Microsoft Palm Symbian Android Linux 24% iPhone 27%21

Smart Phone Sales are Predicted to Overtake Feature Phones Sales Next Year Source: Neilson22

5. Use Text Messaging toGenerate Inquiries

Mobile Content Usage—SMS is Still King 70% 168 million SMS 63.7% users in the US— 60% 63.7% higher than the next-ranked 50% service (MMS) 40% by Share (%) of US Mobile Subscribers March 2010 30% 30.1% 28.6% 20% 21.8% 18.7% 10% 13.2% 0% Sent text Used browser Used Played games Accessed social Listened to message to downloaded networking site music on mobile another phone apps or blog phone Unique to mobile is the ability to transform traditional offline media to interactive measurable real-time media Source: comScore24

SMS Inquiry Capture Process for Offline Media DELIVERY  Direct Response TV, Radio, Print, Outdoor FORMAT  SMS/Text AUDIENCE  Based on Client Media Plan / Placement TARGETING  Carrier TEXT DEGREE TO 28638 TRACKING  Time/ Date REPORTING  Capturing all SMS interactions CALL TO Text “Keyword” to “28638” ACTION User Texts the Keyword to the Lead Data [phone/name/other] Short Code Posted to Client SMS HTTP interaction POST capture or EMAIL Mobile Platform Sends Back Pre-Set Reply / Questions25

SMS Mobile Updates: A Receptive Market26

SummaryKey Factors for Successful Mobile Inquiry Generation 1. Understanding the Current Mobile Market 2. Utilizing Mobile Targeting 3. Filtering Through the Mobile Traffic Noise 4. Building Universal Mobile Landing Pages 5. Generating Inquiries via Text Messaging from Offline Media

CUnet’s Mobile Network Advantage MOBILE NETWORK CUNET MOBILE PARTNERS MEDIA MANAGEMENT Target Qualify & Build & Filter Optimize - Mobile Data Inquiry PRODUCT • SHORT FORM CPL • CLICK TO CALL - Mobile Inbound Inquiry • SMS INQUIRY CAPTURE • SMS ALERTS PayPerCall • MOBILE PAID SEARCH ADDED VALUE • Universal Mobile Sites • WAP platfrom • Creative production • IVR qualification • Interactive SMS Platform • Call Tracking / Recording • Vendor Management • Compliance & Monitoring • Real Time Reporting28

Mobile Inquiry Generation with Call Center Lead Verification and Hot Transfer MOBILE NETWORK CUNET MOBILE PARTNERS MEDIA MANAGEMENT Full Form Target Qualify & Build & Filter Optimize C&U Call Center PRODUCT Mobile Data Inquiry ••SHORT FORM SHORT FORM ••CLICK TO CALL CLICK ••SMS INQUIRY CAPTURE SMS INQUIRY CAPTURE Mobile Inbound ••SMS ALERTS SMS ALERTS ••MOBILE PAID SEARCH MOBILE SEARCH Call Inquiry ADDED VALUE • Universal Mobile Sites • Creative production • IVR qualification • Interactive SMS Platform • Call Tracking • Comprehensive Reporting • Vendor Management • Compliance • Monitoring • Real Time Reporting Hot Transfer Call Verified Lead29

Questions?````````Contact:Akeel HaiderMobile Media StrategistE-Mail: akeel.haider@cunet.comPhone: 201.477.7688For more information, go to: www.CUnet.com orcheck out CUnet’s blog: http://blog.cunet.com

5 Key Factors for Mobile Inquiry Generation in 2011

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5 Key Factors for Mobile Inquiry Generation in 2011 Presentation Transcript