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Inc pres (dma bristol messaging) 24 jun11 v1.0

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Response & Acquisition: Use of mobile messaging

Response & Acquisition: Use of mobile messaging

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  • 1. Mobile Messaging: effective campaigns using SMS Jason Cross 24 June, 2011Copyright Incentivated Limited 2011 www.incentivated.com
  • 2. Contents Mobile is a ‘hot topic’ Mobile Messaging Case Study examples About Incentivated Copyright Incentivated Limited 2011
  • 3. Smartphones in the UKSmartphone use increases, but market is still dominated by non-smartphones Non-smartphones 61% Apple 10.7% Symbian 9.7% Google 9.1% RIM 7.1% Microsoft 1.6% Palm 0.1% Other smartphone 0.9% Smartphones 39% Source: comScore, 3 month average ending March 2011. Copyright Incentivated Limited 2011
  • 4. Global smartphone sales numbersSales continue to grow with Android and iOS the clear winners Number of global smartphone sales to end users, Q1 2011 (000’s) 1Q10 1Q11 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Symbian BlackBerry (RIM) Android (Google) iOS (Apple) Microsoft Other OSSource: Gartner, May 2011, http://www.gartner.com/technology/home.jsp Copyright Incentivated Limited 2011
  • 5. Mobile reaches all social segmentsOver a quarter of DE households are mobile-only Number of smartphone subscribers worldwide, Q2 2010 100% 96% 96% 93% 88% 88% 80% 80% 71% 60% 54% 40% 20% 0% AB C1 C2 DE Own a mobile phone Have fixed internet at homeSource: Ofcom, Q2 2010, figs 5.68 and 4.16 Copyright Incentivated Limited 2011
  • 6. Use of mobile media18-24 age band are the most prolific users of mobile media features Index vs. population as a whole 13-17 18-24 25-34 35-44 45-54 250 200 150 100 50 0 Apps Mobile LBS MMS SMS Internet Source: ComScore, Average number of subs for the 3 month ended June 10 Copyright Incentivated Limited 2011
  • 7. Email accessed on mobiles by age groupIncreasingly, emails are read “on the go” across a variety of devices Percentage Accessed email (work or personal) from mobile 60% 55% 48% 50% 40% 41% 40% 36% 28% 30% 26% 25% 23% 20% 14% 12% 10% 6% 0% 13-17 18-24 25-34 35-44 45-54 55+ Female MaleData: Three month average ending August 2010Country: UK - N= 15,824 mobile phone users Copyright Incentivated Limited 2011
  • 8. State of the Nation Over the last 12 months companies have started to offer what consumers were happy to do all the time With many sites looking the same, the opportunity now exists to:  improve the UX/UI and so differentiate the offering  offer implicit and explicit personalisation i.e. join up the web and mobile sites  deliver e-commerce best practice Copyright Incentivated Limited 2011
  • 9. State of the Nation People do it  51% of the UK engages in mCommerce People like it  42% say they use their mobile because it is the easiest way to research/buy M-Commerce will continue to grow  49% of non M-Commerce users say they will purchase in the future  Smartphone users are 63% more likely to engage in mCommerce  only 9% mention security issues Source: IAB Consumer M-Commerce Study October 2010 Base: All UK Mobile Users (1,039) Copyright Incentivated Limited 2011
  • 10. State of the Nation 27% of adults with phones have ever used their mobile to purchase a service/product via credit card / direct debit / Paypal Source: IAB Consumer M-Commerce Study October 2010 Base: All UK Mobile Users (1039) Copyright Incentivated Limited 2011
  • 11. Does your site work?Half of UK firms fail to check their own website on mobile devices Of those that have  41% admit their website has a reduced appearance  36% offer reduced functionality The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage and have no plans to do so Copyright Incentivated Limited 2011
  • 12. You get blamed for a bad mobile experienceNo site or a single mobile presentation layer are no longer options Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame? Brand Network The User 60% The Phone (site) Provider 40% 44% 34% 29% 20% 0% 5% Source: Appetite, Yahoo! March 2010 Base: all those who access internet on mobile (n=1,240) Copyright Incentivated Limited 2011
  • 13. Contents Mobile is a ‘hot topic’ Mobile Messaging Case Study examples About Incentivated Copyright Incentivated Limited 2011
  • 14. Text and picture msgs reach twice as many UUsMessaging not as transactional as mobile internet and apps Number of subscribers in the UK (000s) (Average number of subs for the 3 month ended Sep 10)  Text (SMS) and picture messaging 50,000 (MMS) are used by 90% and 62% 45,000 respectively 40,000 35,000  Apps and the mobile internet used 30,000 by 43 & 38% and growing rapidly 25,000  Many apps are games and 20,000 come pre-installed 15,000 10,000  Downloading new apps or 5,000 allowing apps to update 0 content or transact requires the Apps Mobile LBS MMS SMS mobile internet InternetSource: Comscore Copyright Incentivated Limited 2011
  • 15. The Role for Messaging (push and pull)As well as B2C, SMS has a role to play in B2E and B2B Acquisition  Awareness  Direct marketing (opted-in third party lists)  Sponsored messages  Direct response and sales promotion (e.g. text & win)  Closing the deal Customer Relationship Management (“CRM”)  Customer service  Retention (including loyalty programmes, coupons and vouchers)  Surveying and other data capture  Promotion, up-sell and cross-sell M-commerce  Transacting (PSMS as well as triggering payments using pre-registered credit card details etc)  Confirmation e.g. receipting, delivery status updates and problem resolution Copyright Incentivated Limited 2011
  • 16. Think about the end user… Text XMAS to 6XXXX to receive a link to our app Copyright Incentivated Limited 2011
  • 17. CONSUMERS ARE ENGAGINGWITH MOBILE MESSAGING Copyright Incentivated Limited 2011 17
  • 18. Summary of the research approach Phase 2: Phase 3: Phase 1: Effectiveness study across M&S - 1 focus group opted intoOnline survey of 1,000 nationally messaging database CRM database and O2 More + representative consumers Orange shots -1 focus group not opted in Copyright Incentivated Limited 2011
  • 19. CRM: Survey and Data CaptureSent to M&S, O2 and Orange customers as part of this research SMS Survey Site (concatenated) 228 characters Originator: 200200 We’d like to ask you a few questions about retailers. You’ll get 6 texts to answer, it’s free to enter and should only take a moment. To take part text YES to 84420 or 1. click 2. http://wapp.co.uk/r/xxxx xxxxxxxxxxxxxxx (free browsing) 1. Zero-rated shortcode. 2. Zero-rated domain. Copyright Incentivated Limited 2011
  • 20. There is a sizeable % opting in to messaging Have received Have opted in to Have agreed to be SMS/MMS receive SMS/ MMS contacted via SMS/ advertising in the messages from a MMS from a last month mobile operator company or brand 30% 12% 15% 6% have done both 21% have done eitherBase: Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 21. Messaging reaches a valuable audience Subscribers to mobile operator databases Subscribers to third party mobile are more likely to be: databases are more likely to be: • Aged 18-24 • Male • Frequent texters (at least 10 a day) • Aged 18-24 • Frequent mobile internet users (daily) • Frequent texters (at least 10 a day) • Smartphone users • Frequent mobile internet users (daily) • Smartphone users • Agreed to be contacted by a company via emailBase: Base: All respondents (1022) Copyright Incentivated Limited 2011Source: IAB/DMA Mobile Messaging Study September 2010
  • 22. Once opted inPeople become more positive to messaging “ “ [Texts are] normally from people [companies] you want to hear from, so it isn’t a bane +217% +243%% % Not opted in Opted in Not opted in Opted in Messaging works best at grabbing your attention Messaging is the best way of receiving relevant and and making you want to know more about a brand, personalised information about brands, products company, product or service and servicesBase: Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 23. And people understand the advantages “ “ (For vouchers) there is less chance of forgetting when you go to the restaurant! I don’t have to print anything out ↑40% More relevant - I can choose to receive advertising that is relevant to my personal tastes ↑71% Not opted-Location-based - I can receive advertising that is relevant to the area I am in ↑43% in Opted-in Timely - I can receive advertising at a time which is useful to me ↑122% 10 20 30 40 50 60Base: Base: All respondents (1022)Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 24. Messaging is immediate78% of people read messages within 5 minutes Immediacy of reading text messages 41 Immediately 30 % People you know 37 Within 5 minutes 32 People you dont know 10 Within 10 minutes 10 10 Within an hour “ “ 9 [If ] they are an alert they catch your eye – it 3 might be a friend – you always read to see Longer 8 what its about Delete them withour reading 9 Base: Base: All respondents (1022) Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 25. EFFECTIVENESS OF MOBILEMESSAGING Copyright Incentivated Limited 2011
  • 26. M&S Message to CRM database Give in to temptation with M&S Dine In for Two for £10! Details in store or click for menu: XXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXMMS Ends next Tuesday, 3 August. To stop text dine stop to 65006 Slide 1 (3s) Slide 2 (3s) Slide 3 (3s) Slide 4 (5s) M&S Dine In for £10 with wine is available now! View menu at XXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXX XX Details in store.SMS Ends Tues. To opt out txt cook stop to 65006 Copyright Incentivated Limited 2011
  • 27. Prompted ad awareness increases for MMS M&S database 86 +13% 79 79 % Control Cell SMS Cell MMS Cell Base: M&S database: Control (230), SMS (256), MMS (693). Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 28. Almost 100% recall of the message M&S database 96 94 +85% +81% 52 % Control Cell SMS Cell MMS Cell Base: M&S database: Control (230), SMS (256), MMS (693) Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 29. MMS changes behaviour Visit store Visit M&S mobile site +150% Base: M&S database: Control (230), SMS (256), MMS (693) Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 30. M&S message to operator databases MMS SMS Originator: 20502 Subject: M&S shoes Shop on your mobile. Shoes and much more available Wed like to ask you a with free delivery if you few questions about order on your mobile before retailers. Youll get 6 midnight on 24th of Aug. Go texts to answer, its free to enter and to should only take a http://shoes.mands.mobi/r/x moment. To take part xxxxxxxx (clicking on the link reply AGREE or click will be charged at standard http://www.wapmeit.c rate) and use code o.uk/r/TXXXXXXXXXX DELPHONE to redeem this X fantastic offer. One per customer. Terms apply. To stop O2 More text STOP to 20502 Slide 2 (5s) Copyright Incentivated Limited 2011
  • 31. Consumers almost as happy to receive msgs from their operator as from friends/familyHow happy would you be to receive SMS/ MMS messages that provideinformation about brand/products or services that you are interested in orinformation about discounts and special offers? Base: All respondents (1022) % Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 32. MMS drives prompted awareness Operator database +27% +7% Base: Operator database: Control (590), SMS (588), MMS (346) Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 33. Msg achieves huge standout Operator database +975% +425%Base: Operator database: Control (590), SMS (588), MMS (346) Copyright Incentivated Limited 2011Source: IAB/DMA Mobile Messaging Study September 2010
  • 34. Consumers can see the benefits of MMS Slick interface – a joy to view, more fun to interact with Markers of authenticity – logos, images, visual branding elements Greater potential for interaction - greater interactivity without having to ‘reply’ to message or download, less concern about being charged More visual/audio interest - can be a more passive viewing experience akin to TV adverts/magazines but would need to be sensitive to fact that may be opened in public/workplace Copyright Incentivated Limited 2011
  • 35. Effectiveness of mobile messaging• Messaging makes an impact- even among a highly engaged M&S CRM audience- as almost 100% of the base remembered it.• Consumers are almost as happy to receive advertising from their operators as they are friends&family, providing a trusted place for advertisers to send their message to new customers.• Consumers like MMS - which means it achieves huge standout amongst both CRM and operator databases, and drives behaviour change. Copyright Incentivated Limited 2011
  • 36. 75% would opt-in, given the right incentiveWhich of the following would make you more likely to opt in to “these type of services? % “Morrisons – their deals of the week – if you knew that week it [might] dictate where you shop” “ “ “It’s nice how they give “ advance notice [of sales etc.] because they know you’ve been there before” Base: Base: All respondents (1022) Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 37. Consumers actively want communicationfrom certain categories/brands Desirable Categories Desirable Brands • Restaurants, Pubs & Bars • Leisure & Entertainment • Food &Groceries • Holidays & Travel • Clothing • Department Stores • Beauty    Frequent purchases/ Clear, direct benefits Aspirational behaviours Copyright Incentivated Limited 2011
  • 38. Best practise for building a CRM messaging database • Awareness • Targeting - an easy place to start is to build on existing relationships • Start as you mean to go on – welcome them as soon as you have their number, this is your opportunity to convert straight away. Follow with your first marketing message within a week of this. Any longer than a month and they will forget. • Cost • Re-assure throughout of the costs involved • If communication is 2 way consider making responses free • If the service is charged this must be include this in the first message and follow with reminder at least once per month • Relevance • Make it clear what the texts will contain and why people should sign up • Have a clear activation and retention programme • Focus on the behaviour of your consumers and provide appropriate messages • Campaigns where you should pay particular attention – marketing to children, adult content, gambling, alcohol and sales promotion • Control • Re-assure customers how many messages they will get • Don’t take them for granted, consider why people signed up – and then ensure you are delivering it. • Make it clear how users can potentially unsubscribe. The Networks have defined a ‘Universal Stop’ policy to which marketers must adhere to • Privacy • Secure customer confidence and show them you will handle their personal details responsibly • Ask for permission if you wish to share their details at the opt in or tell them at the start you will not share their details with third parties Copyright Incentivated Limited 2011
  • 39. HOW TO OPTIMISE MESSAGINGCOMMUNICATIONS Copyright Incentivated Limited 2011
  • 40. Give consumers the content they want“ “ Like Apple - where there were long “ [For a free Fitness First Pass] I find out about it by e-mail already but would happily swap to text queues to get the iPad, maybe [if a text] would have allowed you to get in first You get sent information about special offers and You get sent vouchers discounts earlier You get deals than everyone else that are for money off (42%) especially products (57%) negotiated on your behalf You can (32%) forward offers and You can save information offers and look to friends at them later target with stuff (25%) (34%) you like in You can redeem the You get sent future You can offers and look at (17%) interesting browse them at a time information that offers convenient to you is relevant to you wherever (40%) (34%) you are (26%) Base: All respondents (1022) Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 41. There is currently a gapBetween what consumers want & get – opportunities exist 1. Messages with a money-off voucher 100 or other type of discount for a 90 product, service or brand 2. Messages with information about a 80 sale for a product, brand or service% RECEIVED THIS TYPE OF MESSAGING 5 70 3. Messages with surveys in 60 4. Messages with competitions in 50 5. Messages containing information or 40 updates about a product, brand or 30 2 service 1 20 6. Messages with a link that you click and 4 7 can make a call to receive an offer, buy 10 6 products or book services 3 0 7. Messages with a WAP link to a brand or products mobile internet site 0 10 20 30 40 50 60 70 80 90 100 LEVEL OF INTEREST IN TYPE OF MESSAGING (% top 2 box) Base: All who have received SMS/MMS advertising via text in the last month (308) Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 42. Majority happy to receive 1 SMS per week 69% of those signed up to a 3rd party database would like to receive communication at least once a weekCumulative % Base: All respondents (1022) Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 43. Optimum time of day to send SMS? “ Sometimes you get a promotional text at 2am “ % which irritates [me] EARLY MORNING (7am – 10 am) LATE MORNING (10am – midday) “ “ EARLY AFTERNOON (midday - 3pm) If there’s a sale on tomorrow, I need to know tonight! LATE AFTERNOON (3pm – 6pm) EARLY EVENING (6pm – 8pm) LATE EVENING (8pm – 11pm) Base: All who responded with time of day(726) Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011
  • 44. Messaging Best PracticeNo short version of this story … here’s a précis of consumer concerns Awareness (32% of customers do not know about B2C messaging)  promote the offering using existing relationships and touchpoints, and welcome consumers with an initial text message once you have their details Perceived cost (71% of respondents were wary of any costs that may be associated)  be exceptionally clear in communications with consumers about the costs associated with mobile messaging, which are often zero, and also consider making responses (as well as browsing) free Relevance (71% worried about unwanted messages)  let consumers know what kinds of messages they will be receiving and how often (let them choose the frequency) Copyright Incentivated Limited 2011
  • 45. Messaging Best Practice (2)No short version of this story … here’s a précis of consumer concerns Control (61% were worried about not be able to opt-out once having opted-in)  make unsubscribing easy  Make re-subscribing even easier!! Privacy (64% thought they may have to share personal details)  if you do not intend to share the data with third parties then say so Copyright Incentivated Limited 2011
  • 46. Contents Mobile is a ‘hot topic’ Mobile Messaging Case Study examples About Incentivated Copyright Incentivated Limited 2011
  • 47. Jaguar case study – Objectives Allow mobile users to register & be the ‘first to know’  Prospects register for updates and invitations to view the XJ  Unlocks mobile content exclusively for registrants Capture & deliver mobile leads Deliver a ‘luxury’ mobile experience for site visitors  Creative custom made for high end phones  Early adopter delivering specific Android UE to complement iPhone site Update and use site in all phases of the campaign Maximise lead generation and data collection opportunities Use the latest mobile technology to showcase XJ and generate leads Copyright Incentivated Limited 2011
  • 48. Jaguar’s target users have top end handsetsHigh-spec, content hungry iPhones & Androids dominate (60% of all) Apple iPhone T-Mobile Mytouch 3G T-Mobile G1 HTC Hero / HTC 6277 HTC Fiesta (Apple OS) (Android OS) (Android OS) (Android OS) (Android OS) 44,929 5,250 5,015 4,178 4,079 38.75% 4.53% 4.33% 3.60% 3.52% HTC Tattoo Blackberry 8330 HTC Sapphire HTC Touch Pro Blackberry 8130 (Android OS) (RIM OS) (Android OS) (Windows Mobile OS) (RIM OS) 3,669 2,483 2,309 2,262 1,978 3.16% 2.14% 1.99% 1.95% 1.71% Copyright Incentivated Limited 2011
  • 49. Billboard SpectacularLos Angeles, Wilshire Boulevard Copyright Incentivated Limited 2011
  • 50. Jaguar / Los Angeles – Mall Dioramas Copyright Incentivated Limited 2011
  • 51. Copyright Incentivated Limited 2011
  • 52. Copyright Incentivated Limited 2011
  • 53. Copyright Incentivated Limited 2011
  • 54. Copyright Incentivated Limited 2011
  • 55. Copyright Incentivated Limited 2011
  • 56. Copyright Incentivated Limited 2011
  • 57. Integrated thinking Email DMPress ads Mobile loyalty serviceWebsite Mobile banner ads Social media Copyright Incentivated Limited 2011
  • 58. Click-through from SMS & MMS The campaign reached out to those who signed up for picture (MMS) messages and text (SMS) alerts with offers, deals, promotions and news about M&S. This enabled M&S to engage with their customers through mobile directly and use it to complement existing DM and email contact strategies. 2010 WINNER Most Effective Mobile CRM/Enterprise Messaging Campaign The ongoing campaign had recruited more than 700,000 opt-in customers to the mobile database with a minimal opt-out rate. Copyright Incentivated Limited 2011
  • 59. Mobile integration boosts fundraising campaign The Solution: The campaign invites members of the public to buy 1 of 7 life saving solutions costing between £1 and £5 by texting the corresponding keyword (e.g. NUT for Peanut butter) to 81819 and go on to complete a mobile internet Gift Aid form. A video explaining the different ways to donate was played on large TV screens at three of Business Need: London’s busiest railway stations. To integrate mobile into a Bluetooth units, were installed in 20 STC high Functions: street stores nationwide, with a ‘measles virus’ multi-media campaign and Java application that customers could introduce it as an additional • Direct response download to their phones and forward on to fundraising mechanism • Revenue generation friends via SMS. to traditional methods. • TransactionINSPIRATION GUIDE: TRANSACTION beinspired@incentivated.com Copyright Incentivated Limited 2011Charity: Save the children www.incentivated.com/charity
  • 60. Closing thought At the time of the dotcom bubble, 400m i.e. around 2000, there were 350 million people online.  Peoplewith smartphones in the world today  Plus 4 billion with internet- capable feature phones Copyright Incentivated Limited 2011
  • 61. Thank You Jason Cross Marketing Director jasonc@incentivated.com @jcmobile10 Incentivated 23 Curtain Road London EC2A 3LT Tel: 0845 130 3985(No code reader? Text CODE to62233 for a link to a readerappropriate for your phone)Copyright Incentivated Limited 2011 www.incentivated.com
  • 62. Contents Mobile is a ‘hot topic’ Mobile Messaging Case Study examples About Incentivated Copyright Incentivated Limited 2011
  • 63. Who we are Incentivated is an independent technology company and marketing services agency We have 10 years’ experience operating exclusively in the mobile marketing sector We help our international client-base deliver integrated acquisition, CRM, and mCommerce campaigns and services through mobile Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 64. Who we areFull service mobile with deep experience Technologies  Strategies  5 formats:  3 key areas of client activity:  Enterprise messaging (SMS, MMS, etc)  Acquisition  Mobile internet  CRM  Apps  mCommerce  Shortcodes & QR codes  Location marketing Services  2 consultancy offerings:  Creative services  Managed services Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 65. Who we areHow we work with clients: engagement is spread across three levels Clients Global acquisition, CRM, and mCommerce campaigns and services Campaign strategy and execution Marketing, Creative & Advertising Design, build and hosting of mobile internet sites* Agency Mobile advertising planning & buying Consulting, insight and post campaign analysis Mobile and email marketing Mobile Marketing, Internet & Mobile internet site publisher mCommerce Platform mCommerce suite Self-serve functionality (“SaaS”) SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes Messaging Gateway & Software Mobile content management system (CMS)** Company Systems integration and various APIs Development of both handset and server-side apps *Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 66. Who we areJust some of our clients Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 67. Technologies Incentivated’s offering covers the full range of mobile technologies delivered as products or services Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 68. TechnologiesEnterprise messaging Reaching consumers with enterprise messaging is incredibly effective 30% of 18-24 year-olds check their messages at least hourly comScore, January 2011 Messaging volumes continue to grow – everyone can use SMS and MMS IAB/DMA Mobile Messaging Study, September 2010 Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 69. TechnologiesEnterprise messaging Our enterprise messaging solution is comprehensive and resilient Our mobile messaging platform, Iris, delivers SMS and MMS throughout 206 countries on a manual (including managed) or automated basis Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 70. TechnologiesEnterprise messaging Messaging volumes continue to grow SMS (top line) MMS (bottom line) 120 1 CAGR* 31% 0.9 100 0.8 0.7 80 0.6 60 0.5 0.4 40 0.3 0.2 20 0.1 0 0 2004 2005 2006 2007 2008 2009Ofcom, August 2010 *Compound annual growth rate Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 71. TechnologiesApps Consumers have downloaded more than 13 billion apps from the Apple App Store and Android Market in under three years 36.4% of people use mobile apps* >7m People download apps for their mobile phones *Excluding native games Source: comScore, January 2011 Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 72. TechnologiesApps We build apps for all mobile devices and platforms  Either native (per platform) or cross-platform ‘web apps’  Both are integrated with client systems and supported by proprietary middleware  Development is entirely in-house Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 73. TechnologiesMobile internet Every year, more and more consumers are accessing the internet on their mobile devices 44% growth in 20,000,000 2010 18,000,000 16,000,000 24% YOY growth 14,000,000 between 2008 and 2009 Data charges 12,000,000 removed 10,000,000 8,000,000 6,000,000 Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 Dec-10Source: comScore January 2011, 3 month rolling average Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 74. TechnologiesMobile internet Incentivated’s Mobile Site Publisher delivers customised and dynamic websites for all mobile devices  Content Repurposing API  Handset Detection and URL Re-direct API  Transcoding engine  Genuine uniqueness  Engagement analytics Delivering a mobile site Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 75. TechnologiesShortcodes & QR codes Shortcodes make it easier and faster for our clients to communicate with their target markets A shortcode is typically a five digit number that can receive and respond to text messages, and is usually placed on some advertising medium Incentivated’s shortcode campaign for British Airways Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 76. TechnologiesShortcodes & QR codes QR codes work much the same as the barcodes you see printed on products at a retailer A code is scanned using a device (mobile) and software (QR reader), and is translated into meaningful information (e.g. web links) Incentivated’s QR code campaign for STA Travel Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 77. TechnologiesLocation marketing Location marketing is a means to target specific groups more effectively based on where they are, and to provide useful and relevant services to consumers wherever possibleIncentivated’slocationcampaigns for: DKNY Mothercare Plings (DCSF) Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 78. Strategies Incentivated works with clients to enhance their key marketing strategies Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 79. StrategiesAcquisition We integrate mobile with your acquisition strategy through:  Location marketing, to deliver location-aware coupons, offers, and downloadable media content  Shortcodes and QR codes, to easily direct consumers towards your stores or mobile internet sites 2 million  Direct response tools, including auto-response, ticket requests, c text and win, and eBrochure people in the UK responded requests all through our Iris to SMS advertising platform comScore: 3 months to Jan 11 Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 80. StrategiesCRM Why mobile CRM?  Consumers are used to managing their personal relationships with mobile phones, so it makes sense 180,000 for businesses to manage customer relationships through the same medium. Number of SMS alerts sent out  Incentivated offers comprehensive by BA during the Icelandic CRM solutions to clients that volcano disruption include building databases and distributing content to customers *The comScore 2010 Mobile Year in Review **Brandbank 2010 mCommerce Content Report Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 81. StrategiesCRM Loyalty  Exclusive products and  Innovative apps and mobile promotions through enterprise internet sites to engage messaging campaigns customers with your brand and  Location-aware deals delivered encourage repeat purchases, immediately into customers through special offers and hands mCommerce Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 82. StrategiesCRM Customer service  Deliver enterprise messaging solutions for appointment 8m reminders, ticket requests, and service or interruption updates  Provide location-based services Access maps on their  Provide account access through phones mobile internet sites 40.6%  Create apps to deliver a richer and more useful customer service experience. Of people use mobile internet Source: comScore, January 2011 Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 83. StrategiesmCommerce The best commerce strategies encourage consumers to purchase and consume content and products on the go 85% Increase in mobile retail usage in EU5 from 2009 to 2010* 35% Of people search for products to buy on their mobile phones** *The comScore 2010 Mobile Year in Review **Brandbank 2010 mCommerce Content Report Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 84. StrategiesmCommerce Incentivateds bank-approved, secure mCommerce solutions can help your eCommerce integration company increase sales and attract   Credit card authorisation new customers by providing  Donation services for immediate payment transactions charities  Shortcodes and QR codes for couponing and ticketing  Auction bidding  Account top-ups  Mobile internet and in-app payment facilities Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 85. Services As well as technology products and consultancy, within mobile Incentivated offers both creative and managed services  Design and UX  24/7 support and maintenance Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 86. ServicesCreative Our creative ideas contribute to our award winning projects, and help us deliver effective campaigns that are differentiated from anything else on the market Incentivated’s creative work for: M&S Jaguar RBKC Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 87. ServicesManaged Incentivated therefore offer a sliding scale of managed service for our  Copywriting  Message writing (broadcast mobile solutions depending upon and response) our clients’ needs  Creative  Repurposing images for Depending upon business need, we MMS, apps, and mobile sites  Reporting work directly with clients or with  Mid and post campaign their other marketing agencies to analytics for message delivery, links clicked, deliver managed solutions response rates, page views, and more Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
  • 88. StrategiesmCommerce The best commerce strategies encourage consumers to purchase and consume content and products on the go 85% Increase in mobile retail usage in EU5 from 2009 to 2010* 35% Of people search for products to buy on their mobile phones** *The comScore 2010 Mobile Year in Review **Brandbank 2010 mCommerce Content Report Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011