Bluetooth Marketing Case Studies (August 07)

Slide 1: Interactive Bluetooth Campaign in Universities By: Pioco Telecommunication

Slide 2: About Pioco

Slide 3: About Pioco Pioco, 缤科蓝牙通信传媒是一家以创新引领用户新生活，以科技打造市场精品牌的蓝牙传媒企 业。缤科为企业传播产品文化，创造收益，让用户体验便捷时尚，分享收获。 BlueAiring, 缤科的服务品牌，是全球第一短距离无线通信系统，创造了以蓝牙技术为主的数据 通信服务，能针对拥有蓝牙手机的用户提供各种分类信息，增强服务精准，完善服务类别。透过蓝 牙与潜力消费者推送，沟通与互动来达到有针对及策略性的服务布局。 给我们一秒钟，我们给你全世界。

Slide 4: About Pioco Pioco ， 2006 年 7 月创立于上海，从事专业蓝牙广播传媒，利用蓝牙无线技术为广告客户寻 找精确用户群体，扩大品牌效应，提高核心竞争力。 我们致力于提升户外广告功能和媒体整合营销。蓝牙技术能够配合传统的户外媒体，对路 人的手机进行发送广告。同时可以收集用户资料（包括手机号码）。用户更可以通过手机进行无线 内容控制。我们着重于整合营销，我们的服务器能够连接互联网，进行创意统一。 公司创立之始， Pioco 就将自己的目标定位于通过技术创新，为全球广告客户寻找最准确 的用户群体，使客户产品真正有口皆碑，深入人心。为此，我们一直坚持不懈，深信不已。 公司核心产品 BlueAiring ，无线蓝牙传播，创新广告系统。在各种广告方式和信息泛滥的 大环境下， BlueAiring 的出现将打开消费者一片“蓝海式”的心智空间，帮助全球广告客户提供创 新战略方案，让营销策略胜券在握，品牌价值深入人心。

Slide 5: Bluetooth

Slide 6: Statistics 2007 Bluetooth Devices Research Studies ： Global Mobile Users 30.5 亿 中国蓝牙手机用户 全球蓝牙手机用户 Global BT Users 11.3 亿 China Mobile Users 5.02 亿 China BT Users 1.8 亿 中国手机用户 全球手机用户 China 0亿 5 10 15 20 25 30 35 Global Number of Bluetooth Usage (Global vs China)

Slide 7: University Media

Slide 8: The Reach of BlueAiring Network 蓝 校园 牙媒体覆盖渠道 ▲ 媒体点位数量： 200 个 ▲ 覆盖人群数量： 50 ， 0000 人 ▲ 日人均流量： 200 ， 0000 人次 高校学生构成及特征：有强烈的好奇心。 学生群体的生活态度：喜好娱乐生活，爱炫耀 高校蓝牙功能手机的拥有率： 67.8% 高校蓝牙功能手机的新增率： 125% 高校蓝牙的使用率 :70% 活动区域 : 餐厅，宿舍，超市以及其它等待区 高校学生对蓝牙的评价：新奇，好玩 高校学生对蓝牙的接受程度：满意率 78%

Slide 9: Media List 学校 人流量 学校 人流量 学校 人流量 12,000 20,000 上海中医药大学 上海水产大学 同济大学 20,000 上海师范大学 10,000 18,000 上海电力学院 华东师范大学 6,000 上海应用技术学院 10,000 15,000 工商外国语大学 华东理工大学 6,000 上海金融学院 19,000 11,000 上海理工大学 上海外国语大学 8,000 第二工业大学 11,000 15,000 上海外国语大学 东华大学 9,000 上海电机学院 22,000 对外贸易大学 财经大学 上海政法学院 10,000 19,000 立信会计 上海理工大学 8,000 上海杉达学院 15,000 6,000 东华大学 上海海事大学 8,000 上海建桥学院 9,000 12,000 工程技术大学 上海音乐学院 海关高等专科学校 12,000 13,000 华东政法大学 上海戏剧学院 8,000 医疗器械高等专科学校 6,000 6,000 复旦视觉艺术学校 上海体育学院 9,000 出版高专专科 21,000 12,000 上海旅游专科学校 复旦大学 华东政法学院 公安高等专科学校 6,000 10,000 复旦大学医学院 上海水产大学 东海职业技术学校 22,000 10,000 交通大学 上海电力学院 新桥技术学院 22,000 交通大学医学院 上海大学 邦德学院

Slide 10: BlueAiring Light Box Appears in the food courts and super market within 47 universities Substitute into indications of updated contents

Slide 11: Branded Contents Broadcasting

Slide 12: Contents Photo GIF, JPEG etc

Slide 13: Contents Photo (Branded Screen Savers)

Slide 14: Contents e-Coupon 1.) Introduction 2.) e-Coupon 3.) Pictures of previous event

Slide 15: Contents Java An interactive menu is broadcasted to prospects that allows them to browse 宝马 3 系列 – 壁纸 contents in a very personal way: 下载 下载 专营点查询 • Select wallpapers to download • Browse contents of different cars • Dealer store location

Slide 16: Contents Java An interactive menu is broadcasted to prospects that allows them to browse contents in a very personal way:

Slide 17: Contents Branded Mobile games Example of branded Example of reskined game elements game title Existing games can be customized to ensure that the brand is closely integrated within the game itself, so as to be identified as a brand property

Slide 18: Contents Branded Mobile games Sponsored Banner Rotating Banners Served on number of Served based on impressions (can be time of interaction auto rotated once (e.g. Dominos can specific no. of purchase banner I impressions are one hour blocks served) before mealtime) Rotating Banners Served as per location of consumer Eg. Consumer in UK can get a TESCO banner

Slide 19: Interactions

Slide 20: Content 来自 Pepsi 的最新信 息 请您接收 接收 退出 BlueAiring 可为您时时发送 Pepsi 铃声、游戏、壁纸、屏保及最新活动预告 , 让您和您的顾客时刻紧密联系在一起。

Slide 21: On-site Registration Registration 注册

Slide 22: Bluetooth Interactive Campaign Interactions 学生可以通过手机上传 个性化内容

Slide 23: Integration with Internet 校内所产生的内容会通过 互联网上传到网站上

Slide 24: Case Studies

Slide 25: Case Studies

Slide 26: Client Background Objectives Contents Servers Result Client Name: Coca-Cola Project Name: Coke/World of Warcraft China Joy 2006 Date: 28th – 30thJuly, 2006 Location: Shanghai International Exhibition Center Estimated # of Audiences: 200,000 Background: In order to create interactions and increase the linkage with high-tech gaming, Coca-Cola has utilized BlueAiring technology to communicate with the gamers within China Joy

Slide 27: Client Background Objectives Contents Servers Result Objectives: To increase the interaction with gamers Increase the reception of branded digital contents Create more registrations through BlueAiring communication

Slide 28: Client Background Objectives Contents Servers Result Contents (within 3 servers): Entrance (1 server) – • Introduction Graphic • Map Guide to enter Coke’s Hall Within Coke’s Hall (2 server) - • 6 Wallpapers • 4 TVCs

Slide 29: Client Background Objectives Contents Servers Result There are a total of 3 BlueAiring servers to be deployed, namely A, B and C B Server A Server C Server

Slide 30: Client Background Objectives Contents Servers Result Server B near the entrance of Hall W3 and Server C near the stage area C B Server Server

Slide 31: Client Background Objectives Contents Servers Result 3 days in total, we have: Total Unique TVC downloaded 51,300 Total Wallpapers downloaded 297,500 Large Size Outdoor Indicator

Slide 32: Client Background Objectives Contents Servers Result Client Name: Nike Project Name: Nike 706 (Opening) Date: 5th January, 2007 Location: Beijing 798 Estimated # of Audiences: 205 Background: Nike has opened up the newest gallery in Beijing 798 area to let the hardcore fans understand the evolution of Air Force 5th of January is the opening day of the Nike 706 and the 1st day that it invites its hardcore fans to visit

Slide 33: Client Background Objectives Contents Servers Result To invite our VIP to come visit often by sending them invitation cards and also allowing them to handout the same invitation to their friends Nike has commissioned a globally famous DJ – Timberlake to mix a track for the newest Air Force 25. A way is need to distribute this track to our prospects

Slide 34: Client Background Objectives Contents Servers Result Broadcasting 4 files in total: Schedule of transmission of contents: Every 15 minutes (Bluetooth MAC ID log was cleared for every 15 minutes for repeated downloads) (provided his/her Bluetooth is activated)) Speed of transmission of contents: Gif: 1 second JPEG: 1 second MP3: 20 seconds – 35 seconds 3GP: 12 seconds – 25 seconds

Slide 35: Client Background Objectives Contents Servers Result 8 servers each one with 4 satellite dishes have been installed within the whole area

Slide 36: Client Background Objectives Contents Servers Result

Slide 37: Client Background Objectives Contents Servers Result Number of audiences: 205 Number broadcast: 115 Success Rate: 56%

Slide 38: Client Background Objectives Contents Servers Result Client Name: Metersbonwe Project Name: Interactive Light-Box Date: 5th January – 5th February, 2007 Location: SH Metro Lane 4, SH Stadium Station Estimated # of Audiences per day: 10,000 Background: The latest line of Metersbonwe Spring collection has emphasized on the “Chosen by ME” attitude. They are looking for out of ordinary creative idea to implement the same theme into outdoor media

Slide 39: Client Background Objectives Contents Servers Result To bring out the spirit of “Chosen by ME” attitude out of the metro light- box media To utilize mobile marketing and broadcast pictures of the newest collection to our prospects Increase the creative value of the overall campaign by high-tech integrations with traditional out-of-home media

Slide 40: Client Background Objectives Contents Servers Result Java Interactive Menu: To bring out the “Chosen by ME” attitude, 壁纸 an interactive menu is broadcasted into our 下载完毕 prospects phone. Upon Bluetooth 档案已下载到你手机内 activation, users are able to select the 专营点查询 many wallpapers of the newest collection featuring Taiwanese hip-hop super star, Jay Chow

Slide 41: Client Background Objectives Contents Servers Result The integration: The BlueAiring antennas are specially fixed right on top of the light-box to create the maximum coverage

Slide 42: Client Background Objectives Contents Servers Result Duration: 30 days Estimated # of people within station per day: 10,000 - # of Success Download: 15,800 photos Successful Broadcasted Rate: 5 % (around)

Slide 43: Thank you