CLUE Case Study                        Telefonica: LiveScreen Mobile Ads                        Connected Life Experiences...
CLUE Case Study                        Strategy                              ●   As an advertising window, an idle mobile ...
CLUE Case StudyPrinted in USA                                                                                         FLGD...
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Telefonica: LiveScreen Mobile Ads - Connected Life Experiences on the Move

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Telefonica: LiveScreen Mobile Ads - Connected Life Experiences on the Move

  1. 1. CLUE Case Study Telefonica: LiveScreen Mobile Ads Connected Life Experiences on the Move Challenge/Opportunity EXECUTIVE SUMMARY Movistar, the mobile phone company from the Telefonica Group, COMPANY PROFILE Telefónica, headquartered in Madrid, Spain, is one needed to increase revenue from its value-added mobile data of the world leaders integrated operator in the services. The company tested a mobile screen ad service. The service telecommunication sector, providing communication, information and entertainment had a six-month trial in Mar del Plata, Argentina, involving solutions, with presence in Europe, Africa and Latin America. approximately 5000 mobile subscribers. The trial results showed an COMPANY HISTORY impressive consumer uptake: 82 percent of users engaged with the Telefónica was fully privatized in 1997 and new communication channel on the idle screen. became known as Telefónica S.A. the following year when basic telephony in Spain was deregulated. By 2001, Telefónica S.A. operated as Alliances/Partnerships the leading telecommunications concern in the Spanish and Portuguese-speaking regions of the globe. The mobile screen ad service is powered by Celltick, using the company’s LiveScreen Media platform. Celltick’s LiveScreen Media platform allows virtually any media content to be displayed on an idle screen, including news, entertainment, and advertising. Celltick is the leading provider of innovative mobile marketing solutions for the idle screen. Led by its ® flagship offering LiveScreen Media, Celltick mobilizes the power of the idle screen, handling over 40 million monthly transactions through agreements with 35 mobile operators worldwide. “The platform provides a great opportunity for advertisers as it allows segmentation based on age, sex, area of residence, and content of interest combined with the interactivity feature, which is unavailable in traditional media.” —Marcelo Mitroga, Content and Mobile Marketing Manager, Movistar Argentina© 2010 Cisco and/or its affiliates. All rights reserved. This document is Cisco Public Information. Page 1 of 3
  2. 2. CLUE Case Study Strategy ● As an advertising window, an idle mobile screen offers a compelling advertising opportunity. ◦ Idle screen ads can be targeted by user preference and can offer “click-to-action” for immediate consumer- to-advertiser interaction. ◦ Content messages and advertising can be customized to individual preferences, helping ensure that subscribers receive only information that is relevant to them: for example, sports, entertainment, news, events, business, and lifestyle. ● The LiveScreen application was designed to broadcast meaningful and relevant content to mobile subscribers’ idle screens using cell broadcast technology. ● The Telefonica innovation team is particularly impressed with the platform’s ability to segment users based on location, handset type, and areas of interest, which are generated from tracking user response to idle screen messages. Success Factors/Metrics/Monetization Movistar’s idle screen mobile advertising channel was launched in May 2009. The basic channel is currently free to subscribers and includes opt-in information and advertising messages. Movistar provides only headline/teaser information as part of the basic package; if subscribers want to expand on the headline, they pay for that. Movistar generates revenue from the service through advertising fees, paid content downloads, and a variety of premium content subscriptions. “We have always believed that effective mobile marketing begins on the idle screen. We are very pleased that Telefonica has recognized the opportunity and chosen Celltick to be the platform of choice.” —Stephen Dunford, CEO, Celltick Company Background Telefonica owns 98.2 percent of Telefonica de Argentina S.A. (a fixed line service company). Telefonica owns 100 percent of Telefonica Moviles Argentina (a mobile service company). Telefonica, Argentina, has 4.6 million fixed telephony subscribers, 1.3 million Internet and data subscribers, and 15 million mobile subscribers. References www.telecompaper.com/news/article.aspx?cid=672304 www.gomonews.com/telefonica-launches-billboard-mobile-advertising-on-idle-screens www.celltick.com© 2010 Cisco and/or its affiliates. All rights reserved. This document is Cisco Public Information. Page 2 of 3
  3. 3. CLUE Case StudyPrinted in USA FLGD 08867 02/10© 2010 Cisco and/or its affiliates. All rights reserved. This document is Cisco Public Information. Page 3 of 3

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