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'Groundtruth - Using mobile to Research Developing Markets' - txteagle (Mobile Research Conference 2011)
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'Groundtruth - Using mobile to Research Developing Markets' - txteagle (Mobile Research Conference 2011)


Discover how mobile research has enabled two billion mobile phone subscribers in the developing world to provide insights to brands including Diageo, IBM, Microsoft and Google, researchers and even …

Discover how mobile research has enabled two billion mobile phone subscribers in the developing world to provide insights to brands including Diageo, IBM, Microsoft and Google, researchers and even the United Nations. This would be impossible without leveraging mobile phones, which provide eyes and ears in locations that have historically been inaccessible or extremely expensive to research.

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  • 1. Discover, engage and motivate the ‘next billion’ consumers by leveraging the power of the mobile phone.PROPRIETARY & CONFIDENTIAL
  • 2. Why Emerging Markets Matter We are in the midst of the biggest economic flux in human history. Source: OECD Development Centre4/20/2011 PROPRIETARY & CONFIDENTIAL 2
  • 3. Emerging Market Consumers are the Next Frontier Massive growth in emerging markets has created a once-in-a-generation opportunity for global organizations. They are scrambling to capitalize. Over $1 trillion in new spending power is created "Were going to focus even more on winning with consumers in emerging each year in emerging markets.” -- Bob McDonald, CEO markets. Emerging Middle Class Income ”Emerging markets will drive ($ Trillions) 70% of our earnings growth in $25.0 the next five years.” -- Muhtar $20.5 Kent, CEO $20.0 ”We will continue to invest to support our rapid growth in $15.0 emerging markets.” -- Paul $11.9 Polman, CEO $10.0 $6.9 ”We can drive double digit growth in $5.0 emerging markets for a long time to come.” -- Bill Weldon, CEO $0.0 2010 2015 2020 Source: McKinsey Global Institute, OECD Development Centre4/20/2011 PROPRIETARY & CONFIDENTIAL 3
  • 4. Mobile is the way to reach these new Consumers The mobile phone is the world’s dominant computing and communications platform. Nowhere is that more apparent than in the developing world. Number of Mobile Phone Technology Penetration in Subscriptions (billions) Developing World (billions) 6.0 3.8 Developing Developed 5.0 4.0 3.8 3.0 2.0 1.2 1.2 0.7 1.0 1.4 0.3 1.0 0.3 0.5 0.0 2000 2005 2010 Mobile Phone Internet Users Fixed Broadband Telephone Source: International Telecommunications Union4/20/2011 PROPRIETARY & CONFIDENTIAL 4
  • 5. Partnerships Mobile World’s Largest + = with 230 Mobile Compensation Consumer Operators Technology Database We have unique access Proprietary recruiting, Direct, targeted 2.1 billion mobile phone messaging and airtime engagement with billions of subscribers in emerging redemption technology underserved consumers markets4/20/2011 PROPRIETARY & CONFIDENTIAL 5
  • 6. Mobile Operator Partnerships txteagle’s compensation platform has been integrated into the back-end prepaid billing systems of hundreds of mobile operators 100 countries 230 mobile operators 2.1 billion consumers4/20/2011 PROPRIETARY & CONFIDENTIAL 6
  • 7. How it Works: Consumer Database txteagle’s platform enables broad-based sample recruitment, multi-mode engagement and real time compensation Core database built Handset-level Data appended to each via mobile operator data in select number through pre- partnerships geographies screening surveys Phone Country Mobile Location Handset Identifiers Number Operator Type Name Other Names Other 3933832911 Brazil Vivo Rio De Janeiro Nokia N77 Numbers 3478292658 China China Telecom Beijing Nokia 300 Xeng Xiao None 2340270049 987072039 India Aircel Bangalore Nokia N77 Demographics Gender Age Education Language Male 18-25 Secondary Mandarin Respondents receive Sample available for mobile compensation for Clients’ Engagement engagement Mode of Choice Financial Status Reported Airtime Banking Employment Income Earned Status Status ¥ 3,000 $0.45 Unbanked Employed Technology Status Computer Internet Broadband TV No No No Yes4/20/2011 PROPRIETARY & CONFIDENTIAL 7
  • 8. Global Community…Emerging Market Focus Hundreds of thousands of people have already opted in to our community in almost 100 emerging economies, with particular strength in BRIC and CIVETS Latin Europe & Africa & APAC Caribbean America Central Asia Middle East Afghanistan, Bangladesh, Bolivia, Brazil, Chile, Armenia, Kazakhstan, Benin, Burundi, Cameroon, Anguilla, Antigua and Barbadua, Aruba, Barbados, Bermuda, Cambodia, China, Fiji, Colombia, Ecuador, El Moldova, Poland, Central African Republic, British Virgin Islands, Cayman India, Indonesia, Laos, Salvador, Guatemala, Romania, Russia, Congo, Ghana, Egypt, Islands, Cuba, Dominica, Malaysia, Nepal, Pakistan, Guyana, Honduras, Turkey Iraq, Ivory Coast, Jordan, Dominican Republic, Ecuador, El Kenya, Liberia, Salvador, Grenada, Guadeloupe, Papua New Guinea, Mexico, Nicaragua, Haiti, Jamaica, Martinique, Philippines, Samoa, Panama, Peru, Suriname, Madagascar, Mali, Montserrat, Netherlands Antilles, Solomon Islands, Sri Uruguay, Venezuela Morocco, Mozambique, Puerto Rico, St. Kitts and Nevis, Lanka, Tonga, Vanuatu, Niger, Nigeria, Senegal, St. Lucia, St. Vincent and Sudan, Tunisia, Uganda Grenadine, Trinidad and Tobago, Vietnam Turks & Caicos4/20/2011 PROPRIETARY & CONFIDENTIAL 8
  • 9. Not the Bottom of the Pyramid The txteagle community skews young male, urban & educated, with more access to technology than the general population. Gender Location Age Education Under 18 18-25 < High School Female Rural 26-35 High School Male Urban 36-45 College 46-55 Post Graduate 55+ Computer & Internet Web on Mobile? Camera Phone? No Access Yes Yes Own Computer No No Can Access4/20/2011 PROPRIETARY & CONFIDENTIAL 9
  • 10. txteagle Intelligence and Engagement Services Unprecedented data collection, consumer insights, brand engagement and purchase incentives in emerging markets4/20/2011 PROPRIETARY & CONFIDENTIAL 10
  • 11. How It Works: GroundTruth txteagle’s platform enables broad-based sample recruitment, multi-mode research and real time respondent compensation 1 Customer needs insights into emerging markets 2 Customer defines job & target respondents 3 txteagle locates members in global community What laundry detergents are favored in Brazil, India & China? IP 6 5 txteagle verifies accuracy of responses 4 IP Customer receives Community members Community members accurate data & insights receive compensation provide opinions & data4/20/2011 PROPRIETARY & CONFIDENTIAL 11
  • 12. How It Works: Mobile Couponing txteagle’s platform enables targeted couponing and group discounts with no technology & infrastructure needed at the point of sale 1 Brand wants to offer a targeted coupon in 2 Brand creates packaging with unique identifier 3 txteagle targets members in global community emerging markets IP 6 5 txteagle verifies validity of the coupon 4 IP Brand gets real-time ad Community members receive Community members performance & ROI data airtime compensation as purchase product and respond discount on purchase with the unique identifiers4/20/2011 12
  • 13. Case Studies: Brand Engagement & Incentives Several examples of targeted engagement & offers leveraging the txteagle community and compensation platform. Target Engage Motivate Identify specific Q&A Interaction Coupons for targets based on purchase demographics & Reminders ability to pay Incentives for Communication group buying Reimbursement Delivering deeper targeting & engagement with hard-to-reach segments at a fraction of the cost of traditional programs.4/20/2011 PROPRIETARY & CONFIDENTIAL 13
  • 14. PR txteagle has had huge press exposure4/20/2011 PROPRIETARY & CONFIDENTIAL 14