Sponsored Call - Another Leg of Mobile MarketingPresentation Transcript
Revenue generating VAS Solutions Sponsored CallMobile Advertisement Kubilay Devrim Ekmekçi Business Development Manager +90 555 255 74 46 Defne, 2010
Facts about Operators
Competition Among Operators causes challenges in pricing strategy.
VAS Revenues still increasing but slow down
Existing Services almost saturated
Killer Services disappeared
Mobile Broadband is a new challenge but high broadband seems as a new threat for voice revenues in the long run
Still high Competition Among Operators causes declining of voice prices
Facts about Advertisers
Traditional advertisement methods are TV/Radio, Newspaper&Magazines and OAD
Common points among these methods:
Communication is one way
Target Segment cannot be easily determined
Customer feedback is not easy to be retrieved
Measurement of effectiveness cannot be done
Though having too much drawbacks, traditional methods still generate high revenue
Mobile Marketing as a new Media
Converged Mobile Ad
One campaign, multiple channels
SMS: Text Based (newspaper, magazines, insert, etc.)
Voice : Audio based (radio)
3G Video&MMS: Audio+video+text (tv)
Single point of management
Unified budget control for advertisers
Consumer Anticipation of Mobile Advertisment
Sponsored CallAnother Leg of Mobile Advertisement
Offers the opportunity for subscribers voice calls to be sponsored by advertiser.
When A-party starts a call, Advertisers in exchange for the subscriber listening to pay for the cost of the call.
Advertisers can sponsor either whole call or a fixed duration of the call
Sponsored CallService Registration
Unlike other advertisement mediums, offer advertisers to make advanced targeting for their products.
Subscribers wishing to use Sponsored Call need to register to the service and store their profile on the system. Hence, an Opt-in warehouse is created.
Profile information can be age/gender/location/business/areas of interest etc.
Registration can be done through IVR/SMS/WEB/WAP channels
Sponsored CallImplementation Methods offering the sponsorship to the targeted subscriber at a random time Sponsored Call request is initiated by subscriber, then system searches appropriate advertisement for A-party. Before call setup to B-party, IN System forwards the call to Sponsored Call System Sponsored Call System makes an Outbound Call to the best appropriate subscribers to offer free air-minutes according to macth-making algorithm
Sponsored CallCombination with Background Add Spots
Regardless of implementation method, system can continue playing advertisement spots in a predefined interval during the entire call.
Entire conversation is divided into slots where each slot has a certain bid value for advertisers. First slot being the most valuable, others have a decreasing value
Sponsored CallComparison of Methods
Sponsored CallEcosystem – Key Players
Sponsored CallEcosystem – Role Players Advertiser Advertiser Advertiser Advertisement Agencies
Sale the service to advertisers/agencies
Create Advertisement acc. to advertiser requirement
Get Approval from the Operator before publishing advertisement
Install advertisement to the system and execute
Prepare Reportings for Advertiser
Aggregator Layer Aggregator Aggregator Aggregator
Define Sponsored Call Strategy
Keep run&up the system
Encourage subscribers to register to the service
Approve Advertisement before publishing
Do sales aggrement between advertisers
Handles Customer Care Issues
Operator Layer Mobile Operator Mobile Operator Mobile Operator