2. Scope of strategy
Scope of strategy
3rd party approach Operator branded approach Separate brand approach
Enabler Media owner
Enablement platform DiGi branded mobile space Non DiGi branded mobile space
DiGi branded media space Non DiGi branded media space
Technology focused Media industry focused
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21. Result:
• 3 Millions unique donators
• Donates 32 Milllions USD
• 20 000 opt’s in for more information
• 95% first time donators (Red cross)
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22. Within days of the
earthquake Text Haiti to
90999 was everywhere.
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27. Enablement hub
BRAND DRIVEN MARKETING
MOBILE M/S HUB
Connectivity
Functionality
PRODUCTION DIY
Templates
Enabler role
DEMAND DRIVEN
Mobile Marketing/Services Hub
•Wide consumer reach + Low initial cost + templates (tools to
facilitate creation of mobile respond elements) generates
interactive campaigns regardless of media
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30. Carlsberg create
and send MOBILE M/S HUB
sms/mms
Connectivity
Functionality
DIY
Templates
Mobile Forward
TV Commercial
Show us where u enjoy your
Carlsberg
Send an MMS to 36 365
MOBILE M/S HUB
Connectivity
Functionality
DIY
Templates
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31. Mobile Response
OutDoor AD
Text “yeahh”To 36 365
And we send u a coupon to use at a
pub close
MOBILE M/S HUB
Connectivity
Functionality
DIY
Templates
CAMPAIGN
PRODUCTION Mobile survey
Ad in the pub
Do u Like us
Or
Do you Love us
Vote via text to 36 365
MOBILE M/S HUB
Result in almost any
format
Connectivity
Functionality
DIY
Templates
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32. Our value proposition
★ Consumer driven interaction with the brand, regardless media channels
★ Self service portal for advertiser
✴DIY, easy to use, no specialist competence required
✴Free of charge to use, pay/response
★ Full, real and true opt in, the challenger of bulk/blast SMS
★ The bridge between traditional media and the mobile channel without the need for
mobile execution
★ The ability measure their media and proposition in terms of:
✴Time to response, time from message to buying, from observation to action
✴Consumer profiles
✴Where and when the consumers respond
✴Geographic difference's
✴Messages effectivness when differences
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33. Revenue potential
Worst Best
case case
kUSD kUSD
Year 1 415 2 800
Year 2 4 200 29 100
Year 3 9 700 66 500
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