MARCOM09 TomTom HD Traffic Widget

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Presentation from TomTom and Beemway on the MarCom09 in Amsterdam on Wednesday 3-JUN-09

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  • MARCOM09 TomTom HD Traffic Widget

    1. 1. Beemway Client Case: TomTom HD Traffic Widget - Route to Success 3 juni ’09 Michiel Rademakers, Martin Voorzanger
    2. 2. TomTom in a nutshell <ul><li>TomTom is the world’s leading </li></ul><ul><li>Provider of portable navigation devices! </li></ul><ul><li>A focused technology company delivering the most innovative, most easy to use and safest products </li></ul><ul><li>Founded in 1991, publicly listed in 2005 </li></ul><ul><li>Active in more than 30 countries </li></ul><ul><li>45% market share in Europe, over 20% market share in the US </li></ul><ul><li>Group Revenue 2008 €1,75 billion </li></ul>
    3. 3. First to revolutionise routing: Introduction of unique technologies <ul><li>Best traffic information  HD Traffic </li></ul><ul><li>Best maps  Map Share </li></ul><ul><li>Best routes  IQ Routes </li></ul>Best routes Best maps Best traffic info
    4. 4. HD Traffic A new standard in Traffic Information <ul><ul><li>Traffic updates every 3 minutes, sent directly to your device </li></ul></ul><ul><ul><li>Covering all major, regional and urban roads </li></ul></ul><ul><ul><li>Highly accurate delay, travel and arrival times </li></ul></ul><ul><ul><li>Automated rerouting for alternative, quicker routes </li></ul></ul>2009 2009 Improving the driving experience with a unique and unrivalled traffic information service
    5. 5. HD Traffic on TomTom GO940
    6. 6. How does the user get traffic information? Radio Mobile TV Web PND Routes.tomtom.com Philips Net TV Tomtom.com/widgets Online marketing strategy: creating awareness by showcasing HD Traffic on different platforms and drive (recurrent) traffic to TomTom.com
    7. 7. Traffic viewer on tomtom.com www.tomtom.com/hdtraffic
    8. 8. Integrated in Route Planner http://routes.tomtom.com
    9. 9. Partnerships Philips HD Net TV http://startpagina.nl/verkeer
    10. 10. What is a Widget / Gadget? <ul><li>A widget displays web content from external sources and can be embedded into a blog, social network site or other web pages. </li></ul>
    11. 11. User benefits <ul><li>The TomTom HD Traffic widget allows users to: </li></ul><ul><li>Benefit from TomTom’s unique HD Traffic offering for free (real-time updates, delay time, coverage) </li></ul><ul><li>Receive the latest traffic information before you leave </li></ul><ul><li>Get HD Traffic information in their personal environment </li></ul><ul><li>Be able to personalise our service </li></ul>
    12. 12. Agency Selection: <ul><li>Why Beemway? </li></ul><ul><ul><li>Share button (2 clicks) </li></ul></ul><ul><ul><li>One update for all social networks / start pages / blogs </li></ul></ul><ul><ul><li>Pan European distribution through Beemway platform (soon USA) </li></ul></ul><ul><ul><li>Experience & Client cases </li></ul></ul><ul><ul><li>Analytics </li></ul></ul>
    13. 13. Multi platform distribution: Web, Mobile, TV Reach Audience of millions with Beemway
    14. 14. TomTom HD Traffic Widget 1st TomTom Widget
    15. 15. Initial Planning <ul><li>Launch: March 10 2009 </li></ul><ul><li>Countries: UK, DE, FR, NL, CH </li></ul><ul><li>What we track: </li></ul><ul><li>Number of Installs </li></ul><ul><li>Usage - Views / Clicks </li></ul><ul><li>Traffic to tomtom.com (Unique Visitors, Returning Visitors) </li></ul>
    16. 16. Promotion / Seeding <ul><li>Landing page </li></ul><ul><li>PR </li></ul><ul><li>Seeding at Forums / Communities </li></ul><ul><li>Newsletter </li></ul><ul><li>Promo boxes / Links TomTom.com </li></ul><ul><li>Google joint promotion (Adwords) </li></ul>
    17. 17. Joint promotion Google http://www.google.nl/intl/nl/landing/hdtraffic/
    18. 18. Landing page TomTom www.tomtom.com/widgets
    19. 19. Results: Over 200k installs, 3m page views! Average of 2,700 installs per day and continues to grow # 1 traffic widget in UK, FR, DE, NL, CH
    20. 20. What’s next? Sneak Preview
    21. 21. Visit the Beemway booth at IAM ’09 #9B39 [email_address] [email_address] [email_address]

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