0
Dell Voice
Executive Summary

• Offer smartphone users an alternative to using carrier long-distance
and daytime voice minutes with a...
The free app that allows you to
make & receive calls for free*

*Dell Voice uses your existing WiFi or data connection to ...
Dell Voice Suite
Android

iOS

Windows PC

• Free to download
• Free new Canadian phone number
• Free local & long-distanc...
Final Product

5

Confidential

Global Marketing
Data Usage

VoIP

Make and receive calls for free using your
3G, 4G or WiFi data connection*

3G

4G

WiFi

Dell Voice

1M...
Competitive Landscape
Skype

Google Voice

Talkatone

netTALK

magicJack

Peer-to-Peer ONLY

Viber

Fring

Google Talk Tan...
Competitive Landscape
Skype
Mobile VoIP
Apps

Google
Voice

Talkatone

iOS only

Available on
Android/iPhone/B
B

netTALK
...
Canadian Mobile Market
Smartphone VS Non-Smartphone:

33%
67%

Smartphone

Non-Smartphone

Total Mobile Devices in Canada:...
Mobile Usage WW & Canada
Global Average Daily Time Spent
on Various Smartphone
Functions:
Voice & Text Messaging
(27min)

...
Email Opt-in
Mobile Registration / Email Opt-In

Mobile Registration / Email Opt-In

SMB & DHS Opt-in

Historic Email Opt-...
In-app Banners

Dell/Fongo
shared banner
placement. Tiers
to 50/50 split.

CA DHS m.site

Static Dell
Banner

CA SMB Full ...
Marketing Drivers
Marketing Vehicles
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•

The Weather Network in-app banners
Kijiji.ca B...
OA
160x600

300x250
300x50

300x50

728x90

Global Marketing
Marketing Drivers – TWN

Canadians Recalling Seeing Mobile Ads:
30%
20%
10%

The Weather Network
App

0%

m.dellvoice.ca

...
Marketing Drivers – Kijiji

Kijiji.ca
dellvoice.ca

•
•
•
•
•
•

Geo-targeted to Ontario impressions only
Displayed in Kij...
Marketing Drivers – Google Display Network
dellvoice.ca
ENGADGET.COM
cnet.com
TECHRADAR.COM
GSMARENA.COM
MOBILESYRUP.COM
H...
Marketing Drivers – QR Codes

m.dellvoice.ca

All QR codes lead to m.dellvoice.ca

Global Marketing
Marketing Drivers – Dell.ca Site Banners
160x600

232x200 Homepage Tile

930x380 Homepage

480x135 m.site

300x250

294x12...
Marketing Drivers –Email

598x75 email banner

Global Marketing
Marketing Drivers – Dell.ca Landing Page
http://learnwip.dell.com/ca/en/business/d/campaigns/dell-voice-casmb.aspx?flushca...
Marketing Drivers – dellvoice.ca
http://testdell.freephoneline.c
a/

Global Marketing
Marketing Drivers – m.dellvoice.ca

m.dellvoice.ca

Global Marketing
Marketing Drivers – Offline

• SMB FSI placement
• SMB DM placement
• SMB Magologue placement

Global Marketing
Marketing Drivers – Social Media/PR

•
•
•
•
•
•
•
•

Dell SMB Twitter posts
Dell DHS Twitter posts
Dell DHS FB posts
Dell...
Marketing Drivers – Blog Outreach
Talkatone:
http://download.cnet.com/Talkatone-free-calls-SMS-texting-and-IM-chat-Faceboo...
Success Metrics

Success Metrics
•
•
•
•

App downloads
App sign-ups
Email opt-ins
Banner impressions/click through

Total...
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Dell voice go2_market

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Transcript of "Dell voice go2_market"

  1. 1. Dell Voice
  2. 2. Executive Summary • Offer smartphone users an alternative to using carrier long-distance and daytime voice minutes with a mobile VoIP application for Android, iOS, BB, Windows PC • Reach mobile users with Dell promo’s and acquire email opt-ins • Offer a directly competitive product to Skype/Google Voice 2 Confidential Global Marketing
  3. 3. The free app that allows you to make & receive calls for free* *Dell Voice uses your existing WiFi or data connection to make and receive calls. Data Global Marketing charges may apply; See www.dellvoice.ca/cityListing for a complete list of Free Calling Cities. Dell Voice is provided by Fongo.
  4. 4. Dell Voice Suite Android iOS Windows PC • Free to download • Free new Canadian phone number • Free local & long-distance calls to most Canadian cities* • Free unlimited incoming calls* • No time-of -day restrictions • • • • • BlackBerry Free voicemail Free call waiting Free caller ID Free call forwarding Free 911 emergency calls Global Marketing *Dell Voice uses your existing WiFi or data connection to make and receive calls. Data charges may apply; See www.dellvoice.ca/cityListing for a complete list of Free Calling Cities. Dell Voice is provided by Fongo.
  5. 5. Final Product 5 Confidential Global Marketing
  6. 6. Data Usage VoIP Make and receive calls for free using your 3G, 4G or WiFi data connection* 3G 4G WiFi Dell Voice 1MB = 1min of talk Turn your data into voice 200MB of your data is equivalent to 200min of anytime talk on your carriers network when you use Dell Voice. Global Marketing *Data charges may apply; See www.dellvoice.ca/cityListing for a complete list of Free Calling Cities.
  7. 7. Competitive Landscape Skype Google Voice Talkatone netTALK magicJack Peer-to-Peer ONLY Viber Fring Google Talk Tango Global Marketing
  8. 8. Competitive Landscape Skype Mobile VoIP Apps Google Voice Talkatone iOS only Available on Android/iPhone/B B netTALK magicJack Dell Voice iOS only iOS/Android only BB Soon Free to download Free Peer to Peer Calls Free Outgoing US/CAN Calls US only Canada only Free Incoming Calls US only Free Local Number US only Free Voicemail US only US only Free Caller ID US only US only Free Call Waiting US only US only US only Free Peer to Peer Text Free SMS Coming Soon Video Calls Global Marketing
  9. 9. Canadian Mobile Market Smartphone VS Non-Smartphone: 33% 67% Smartphone Non-Smartphone Total Mobile Devices in Canada: 20,111,000 comScore MobiLens, Canada, n=5,500, Persons 13+, March 2011 • • • Total mobile devices in Canada is 20,111,000 1 in 3 mobile devices in Canada is a smartphone RIM holds the largest market share at 42% Smartphone OS Share: 6% 12% 5% 2% 2% RIM 42% 31% Apple Google Symbian Microsoft Palm Other 9 Confidential Global Marketing comScore MobiLens, Canada, n=5,500, Persons 13+, March 2011
  10. 10. Mobile Usage WW & Canada Global Average Daily Time Spent on Various Smartphone Functions: Voice & Text Messaging (27min) 32% 47% Web Browsing & Web Apps (10min) Email (7min) 9% 12% Other (40min) AppsFire, 1/11 • Source: The Nielsen Company • • Voice calls and text messaging are frequently used features. Average monthly calls = 204 Average monthly texts = 357 Global Marketing
  11. 11. Email Opt-in Mobile Registration / Email Opt-In Mobile Registration / Email Opt-In SMB & DHS Opt-in Historic Email Opt-In: • CA SMB Dell Latitude Challenge Q2 FY12 = 68% opt-in • CA DHS Holiday Gift Hunt Q4 FY11 = 40% opt-in Dell Voice Projected Email Opt-in = 50% Global Marketing
  12. 12. In-app Banners Dell/Fongo shared banner placement. Tiers to 50/50 split. CA DHS m.site Static Dell Banner CA SMB Full PC Site Global Deals Marketing
  13. 13. Marketing Drivers Marketing Vehicles • • • • • • • • • • • • • • • • • • • The Weather Network in-app banners Kijiji.ca Banners Targeted Google Display Network banners Dell SMB dedicated email Dell SMB email banner placements Dell.ca SMB site banners Dell.ca DHS site banners M.dell.com/ca site banners SMB FSI placement SMB DM placement SMB Magologue placement SMB Twitter posts DHS Twitter posts DHS FB posts SMB LinkedIn Direct2Dell Blog post SMB Sales Team engagement Affiliate newsletter placements PR press release/kit Objectives Reach 1M users by the end of 1 year Acquire SMB & DHS email opt-ins Increase Dell brand awareness Reach mobile customers with Dell promos, mobility products • Drive traffic to m.dell.com/ca • • • • Budget • $10,000 PR • $40,000 OA • $10,000 SEM Global Marketing
  14. 14. OA 160x600 300x250 300x50 300x50 728x90 Global Marketing
  15. 15. Marketing Drivers – TWN Canadians Recalling Seeing Mobile Ads: 30% 20% 10% The Weather Network App 0% m.dellvoice.ca • • • • • Targeting iPhone and Android users checking Canadian forecasts on App $15.00 CPM $11,000 budget Total impressions = 733,333 .02-.05% CTR comScore MobiLens, Canada, n=5,500, Persons 13+, March 2011 Dell Voice Creative iOS /Android Global Marketing
  16. 16. Marketing Drivers – Kijiji Kijiji.ca dellvoice.ca • • • • • • Geo-targeted to Ontario impressions only Displayed in Kijiji Region/Location “City of Toronto” only Displayed in kijiji category “Phones, PDAs & iPods” & “Buy & Sell: Electronics” only $7.00 CPM $9,475 budget Total Impressions = 1,353, 571 Global Marketing
  17. 17. Marketing Drivers – Google Display Network dellvoice.ca ENGADGET.COM cnet.com TECHRADAR.COM GSMARENA.COM MOBILESYRUP.COM HOWARDFORUMS.COM ANDROIDFORUMS.COM IPHONEINCANADA.CA XDA-DEVELOPERS.COM forum.xda-developers.com COMPARECELLULAR.COM COMPARECELLULAR.CA TIPB.COM ANDROIDCENTRAL.COM MOBILEINCANADA.COM voip-catalog.com magicjackcanada.ca wifitalk.ca lifehacker.com techcrunch.com truvoipbuzz.com macrumors.com androidforums.com appbrain.com • • • • • • zedge.net chacha.com ifans.com iphoneforums.net ipadforums.net phandroid.com getandroidstuff.com dailyiphoneblog.com smartphowned.com androidcommunity.com meetmeinto.com devicemag.com neowin.net mashable.com androidtablets.net hackaday.com globaltoronto.com ebaumsworld.com discoverychannel.ca funnyordie.com plentyoffish.com icefilms.info theninjavideo.net Targeted GDN sites Geo-targeted to Canadian impressions only $2.00 CPC $11,500 budget Total Impressions = 19,166,667 5,750 CTR Global Marketing
  18. 18. Marketing Drivers – QR Codes m.dellvoice.ca All QR codes lead to m.dellvoice.ca Global Marketing
  19. 19. Marketing Drivers – Dell.ca Site Banners 160x600 232x200 Homepage Tile 930x380 Homepage 480x135 m.site 300x250 294x120 pTron 510x200 gTron 728x90 Global Marketing
  20. 20. Marketing Drivers –Email 598x75 email banner Global Marketing
  21. 21. Marketing Drivers – Dell.ca Landing Page http://learnwip.dell.com/ca/en/business/d/campaigns/dell-voice-casmb.aspx?flushcache=true Global Marketing
  22. 22. Marketing Drivers – dellvoice.ca http://testdell.freephoneline.c a/ Global Marketing
  23. 23. Marketing Drivers – m.dellvoice.ca m.dellvoice.ca Global Marketing
  24. 24. Marketing Drivers – Offline • SMB FSI placement • SMB DM placement • SMB Magologue placement Global Marketing
  25. 25. Marketing Drivers – Social Media/PR • • • • • • • • Dell SMB Twitter posts Dell DHS Twitter posts Dell DHS FB posts Dell SMB LinkedIn Direct2Dell Blog post Press release media/bloggers outreach $10,000 PR budget Global Marketing
  26. 26. Marketing Drivers – Blog Outreach Talkatone: http://download.cnet.com/Talkatone-free-calls-SMS-texting-and-IM-chat-Facebook-and-VoIP-Google-Voice/3000-12941_4-75386487.html http://lifehacker.com/5708078/talktatone-makes-free-google-voicegmail-voip-calls-on-your-iphone http://cybernetnews.com/google-voice-voip-calls-iphone/ http://techcrunch.com/2011/05/04/talkatone-lets-you-make-calls-and-sms-over-wifi-for-free-no-strings-attached/ http://www.crunchbase.com/company/talkatone http://appadvice.com/appnn/2011/05/talkatone-updated-send-free-sms-messages-wifi-3g http://www.iphoneincanada.ca/reviews/talkatone-voip-app-free-iphone-google-talk-voice-calls-over-3g-wifi/ http://gigaom.com/mobile/free-google-voice-ios-3g-wifi-talkatone/ http://www.macworld.com/article/156277/2010/12/talkatone.html http://appshopper.com/social-networking/talkmeim http://www.gottabemobile.com/2011/09/01/talkatone/ http://freepctophonecalls.blogspot.com/2011/08/talkatone-for-iphone-android-blackberry.html http://www.padgadget.com/2011/08/11/talkatone-now-available-for-ipad-facebook-compatible/ http://www.geardiary.com/2010/12/15/gv-connect-talkatone-ipad-phone/ http://truvoipbuzz.com/2011/02/talkatone-local-plan-minutes-google-voice-video-tutorial/ http://forums.macrumors.com/archive/index.php/t-1064500.html http://alternativeto.net/software/talkatone/?platform=iphone http://www.knowyourcell.com/news/691365/talkatone_app_brings_free_google_voice_voip_calling_to_the_iphone.html http://www.mactrast.com/2011/08/talkatone-for-ios-updated-with-facebook-calling-chat/ http://www.redmondpie.com/call-your-facebook-friends-for-free-from-iphone-ipod-touch-and-ipad-using-talkatone-app/ http://thewebs411.com/2011/01/29/talkatone-0-9-5-has-great-new-features/ netTalk: http://www.slashgear.com/nettalk-offers-free-voip-app-for-android-iphone-and-more-29111040/ http://www.iphoneincanada.ca/reviews/nettalk-iphone-app-free-calls-over-wifi3g-to-canadausa/ http://www.electronista.com/articles/10/10/28/works.with.wi.fi.3g.even.edge/ http://appmodo.com/34257/free-app-nettalk-make-free-calls-to-u-s-and-canada-without-using-valuable-cellphone-minutes/ http://geekbeat.tv/nettalk/ http://appshopper.com/blog/2010/10/29/nettalk-brings-free-calls-to-iphone-and-ipad/ http://compixels.com/9469/nettalk-make-free-phone-calls-to-us-canada-using-iphone-ipad-android-blackberry-phones http://www.droid-life.com/2011/04/15/nettalk-allows-for-outgoing-calls-on-motorola-xoom/ http://article.wn.com/view/2011/09/13/netTALK_Smartphone_App_for_Android_Now_Available_for_Free_on/ http://androidcommunity.com/nettalk-unveils-new-smartphone-app-for-android-20101029/ https://jaysonberger.com/magic-jack-feed-back/2011/nettalk-duo-offers-free-smartphone-app-to-their-customers/ http://truvoipbuzz.com/2010/11/nettalk-unlimited-free-calls-to-usa-canada-conference-calls-video-review/ http://ip-telephony.tmcnet.com/topics/ip-telephony/articles/131577-nettalk-smartphone-app-ranked-no-one-canada.htm magicJack: http://lifehacker.com/5844731/magicjack-for-iphone-provides-unlimited-free-calling-within-the-us-and-canada http://reviews.cnet.com/8301-19512_7-20113914-233/magicjack-app-brings-totally-free-calling-to-ios/ http://www.marketwatch.com/story/free-magicjack-app-launches-on-apple-app-store-providing-free-phone-service-2011-09-28 http://www.zeropaid.com/news/96132/majicjack-app-for-making-free-w-fi-calls-on-your-iphone-ipad/ http://fixed-mobile-convergence.tmcnet.com/topics/mobile-communications/articles/223302-new-magicjack-app-offers-free-phone-service-through.htm Global http://truvoipbuzz.com/2011/10/magicjack-app-unlimited-free-calls-to-usa-canada-video-tutorial/ http://appshopper.com/blog/2011/09/29/magicjack-brings-free-phone-calls-to-the-iphone/ http://www.chipchick.com/2011/10/magicjack-app.html Marketing
  27. 27. Success Metrics Success Metrics • • • • App downloads App sign-ups Email opt-ins Banner impressions/click through Total Mobile Devices in Canada = 20,111,000 Total Smartphones in Canada = 6,636,630 Our 1 year goal = 1,000,000 users RIM Devices in Canada = 42% market share = 2,787,384 Apple Devices in Canada = 31% market share = 2,057,355 Google Devices in Canada = 12% market share = 796,395 Total = 5,641,134 Average mobile subscriber calls per month = 204 Average mobile subscriber texts per month = 357 In-App Banner Impressions = 204,000,000 per month Global Marketing
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