Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…
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Avtansh Sharma's, Commercial Director Media Monetization from Alcatel-Lucent (Optism) Presentation entitled Mobile Marketing Meets the Wallet at the MMA Forum Singapore in April 2012. The presentation ...

Avtansh Sharma's, Commercial Director Media Monetization from Alcatel-Lucent (Optism) Presentation entitled Mobile Marketing Meets the Wallet at the MMA Forum Singapore in April 2012. The presentation focus on delivering on the promise of commerce being aided by advertising and marketing using mobile as the connective tissue. Surrounding mobile payments with additional value such as offers, deals, and loyalty programs will be discussed. There is growing demand from the industry to help bridge the gap from advertising to actual conversions in an effort to justify the ROI.

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Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th… Presentation Transcript

  • 1. Mobile Marketing Meets the WalletAvtansh Sharma, Commercial Director Media Monetization, Alcatel-LucentApril 2012
  • 2. THE DIGITAL SPACE IS EVOLVING…• No. of iPhones sold per minute exceeds the no. of babies born per minute• In 2011 no. of Smartphones sold exceeded the number of PCs sold – Business Insider March 2012• In few years no. of mobile devices will dwarf the no. of PCs – Business Insider March 2012AND THIS NATURALLY IS CHANGING EVERYTHING…
  • 3. BUT ARE THE BRANDS AND CONSUMERS ABLE TO KEEP UP… Smartphones, Mobile “Big Data” is the People are seeking Broadband, Cloud battleground for out convenience, enabling “real-time” future services simplicity and analysis of data instant gratification transforming digital in an always on, commerce hyper-connected world
  • 4. NEED IS TO CAPTURE THE “MOBILE MOMENTS” ACROSS 360° … Source: McKinsey79 % of smartphone users use their device for help with shopping and 70 % use theirphone In-Store – Google/IPSOS – April 2011 4 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 5. AND THEY INCREASINGLY PAY ON MOBILE BUT… IS THAT ALL?Many think this is the direction of the mobile wallet...However, there is even more value which can be offered… 5 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 6. PERMISSION, PREFERENCE, PRIVACY & SECURITY REMAIN KEY…No change there… Permission, Preferences, Privacy & Context  Loyalty & Content Engagement & Offers Secure 1 Touch Payment 6 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 7. E2E LIFECYCLE MANAGEMENT OF “OFFERS & DEALS” – HOW? Opt in management CPM CRM, Advertising & Campaign permission management marketing CPA Profiling & Mobile Wallet Analytics Sales, Direct payment & marketing – checkout coupons & CPS vouchers MNO security & authentication 7 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 8. TOUCHING THE CONSUMERS ON ‘always-on’ DEVICES FORBUYING DECISIONS... Information Awareness Evaluation Purchase Post Purchase Search LBS Smart Social mWallet Mobile marketing Posters Recommendations w/discount vouchers CRM 8 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 9. IT’s ALL ABOUT USER EXPERIENCE !Coupon, Loyalty and Payment COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 10. A BRAND CONVERSATION….Do you know which star fromReal Madrid made his choiceto play with the new AdidasPredator shoe? Reply for free1=yes Adidas Predator Case Study2=no •Build Awareness of the Adidas Predator shoe •Targeted to English and Arabic speaking users Under 50, Males and interested in Sport • Rich Dialogue was used for the campaign format COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. 10 ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 11. Do you know which star from Real Madrid made his choice to play with the new Adidas Predator shoe? Reply for freeAdidas Predator Case Study 1=yes 2=no It is the famous Kaka. "OwnResults the Game" and visit Adidas stores now for the new shoe•28% response rate Arabic speakers, collection of adipower18.5% response rate English speakers Predator• 15 – 24s were most responsive agegroup (35.5%)•73% of Arabic speakers learned aboutthe new Adidas Predator shoe COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. 11 ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 12. WHAT BEYOND JUST CONVERSATION… Awareness Consideration Purchase Loyalty Permission marketing + Location + Mobile Coupons + Mobile Checkout + 360 reporting COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 13. PERMISSION MARKETING + LOCATIONAdidas Predator campaignTargeting criteria:• Males, 18-24, interested in Sports & fashionANDzones of the Adidas shops as indicated in the map COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. 13 ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 14. M-WALLET : PURCHASE + COUPON REDEMPTION dialogue Coupon becomes available from moment user has responded to the campaign and received the campaign follow-on message COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. 14 ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 15. LOYALTY - ADDITIONAL GRATIFICATION… “Your coupon was successfully redeemed. As a gift Wizcom offers you the eBook The Kaka Story. Now in your media library!” E-Book gets provisioned from the moment user has purchased goods using his m- Wallet. COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. 15 ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 16. 360 REPORTING Measure campaign success Delivery / Redemption Response Rate Rate COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. 16 ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 17. IS IT STILL NOT TIME TO THINK “MOBILE FIRST”??•It took AOL 9 years to get 1 Million Users•It took Facebook 9 months•Any guess about how much did it take for DrawSomething? …JUST 9 DAYS Business Insider march 2012 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  • 18. 18 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION