Mobile Marketing

Slide 1: THE NEXT ITERATION Leveraging the power of Mobile Marketing for brands Mobile Monday, Mumbai 9th April 2007

Slide 2: About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile phones than PCs. Source: GSM World

Slide 3: “Worldwide over 350 billion text messages, are exchanged across the world’s mobile networks every month” Source: GSM World

Slide 4: Mobile reaches where other media cannot! C Circles Metros 11% 18% B Circles 36% A Circles 35% Feb 2007 Mobile Subscriber data – 203mn

Slide 5: 10 million GPRS users?! “…About 15 per cent of the mobile phone subscriber base in India (140 million users) is on the GPRS platform that enables such applications…". Source: The Hindu

Slide 6: “Mobile is already a platform, but the consensus was that leveraging the power of the web, integrating web services into the mobile medium is the future of mobile.” Mobile2.0 Conference

Slide 7: Unlearn! ‘Just-in-Case’ marketing & communication

Slide 8: Unlearn! Make products ‘Just-in-case’ customers might need it!

Slide 9: Unlearn! the ‘Just-in-case’ consumer is interested to buy

Slide 10: Unlearn! ‘Just-in-case’ the customer needs the product

Slide 11: The problem with traditional advertising is that it's a "disconnected" process

Slide 12: Learn! • ‘Just-in-time’ marketing – Contextual messaging – ‘When-you-want’ messaging – ‘Overt to covert’ messaging – ‘seek & collaborate’ communication – Move from ‘communication’ to ‘conversation’

Slide 13: Learn! context

Slide 14: Learn! immediacy

Slide 15: Learn! personalization

Slide 16: Moving beyond ‘text and response’ campaigns

Slide 17: A world of interactivity • Initiate a phone call • Trigger a return IVR call • Download mobile content • Automatically opt-in to an SMS • Email database • Go to a promotional mobile Internet site to learn more.

Slide 18: Source: iLoop Mobile

Slide 19: Cases of ImaginAction™

Slide 20: Adidas QR Tagging • QR Codes turn your phone into a bar code scanner used everywhere in Japan and Korea. • Adidas used these codes on retail merchandise tags and clothing imprints. • Potential customers could take a photo of the color code on a sleeve, and the handset would then load up the brand’s WAP site • Over the course of the test run, 60,000 people participated in the Korean Adidas program, and Adidas had over 2,000,000 page views.

Slide 21: What will your message be? Mass Messages to customized messages • Download a template from a website • Customise with your