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 Valentine message in hand-writing • Take a picture of it with your cameraphone and upload it back • Send the SMS message to your friend

Slide 22: Art meets mobile meets social media. • SMS as graffiti. • The idea is that you send in your text message to the central system and then the messages are projected on to buildings (interior or exterior) in specific shapes or formats. • The text messages appeared in speech bubbles.

Slide 23: Nike ID • Nike erected a large, interactive billboard in Times Square. • Passers-by could use their cell phones to text in their own custom design and receive a free pair of Nike IDs. • Individuals went nuts when they saw their own shoes posted live on the jumbotron in front of them. • Nike gave away 3000 pairs of shoes in this promotion • Users were just as excited by their design on the billboard as they were by the free footwear

Slide 24: es ag ss e m an h rt e th ra e ic v er S • Download and news service called Musicstation. • Major labels like Universal and 23 global network operators so far covering 40 countries and a potential of 690m subscribers.

Slide 25: Service rather than messages Bluebook from 02 • Gone are the days when upgrading your phone meant losing your treasured text messages and photos • The account offers 1000 MB of storage space for important text messages, pictures or video clips. Photos taken from cameraphones can optionally be opened up to be viewed online by others and also sent directly to Kodak for printing.

Slide 26: Mobile mischief from 42 Below • Background: 42 Below wanted to create an interactive mobile marketing campaign that would support its quest to become the most talked about vodka brand anywhere in the world including the hard to crack markets of London and New York. • Objectives: Support the outdoor campaign running in the party hotspots of major global cities Use the mobile channel to spread the 42 Below far and wide among the target audience • Solution: In the world’s first ever viral mobile video campaign, mischief makers were able to spread stories of their 42 Below related misdemeanors far and wide; downloading and forwarding animated stories, videos, ringtones and screensavers to any mobile phone, anywhere in the world at any time. The stories are made up of a series of icons, with each icon accompanied by an appropriate (or inappropriate) sound. They can be downloaded from the website, www.42belowstories.com, to any phone; their own, or a fellow mischief makers. The user receives a link which opens the video or the animated story, once it has played the user has the option of forwarding the content to a friend. Users can also access a WAP page, where they can browse the content, download screensavers and SMS alert tones, as well as forwarding content to another person’s phone.

Slide 27: Adidas Real Madrid China Tour • Reinforce adidas’ position as an innovator and technologically savvy marketer by leveraging off sponsorship of the much hyped Real Madrid tour of China and Japan by utilizing the 3G phone to connect with the football-mad populous. • Enabling viewers to “snack” on exclusive video footage on their mobile phones of the tour, including highly sought after, exclusive interviews of the 2 superstars–Beckham & Raul, the channel was also used to launch the star-studded “Impossible Field” TVC. Results The campaign surpassed any similar campaigns conducted on 3G by over 200% (source Hutchison), this was due in large part to the exclusive content & interviews filmed and produced specifically for the mobile channel.

Slide 28: Trends on why brand marketers have to beyond just messaging!

Slide 29: Trend #1 Mobile web applications are the future

Slide 30: Trend #2 We are creators not consumers (The power of user generated content)

Slide 31: Trend # 3 I am not a number, I am a tag

Slide 32: Trend #4 Communities will the way to build engagement – Generation C “The population that is always in contact with friends and colleagues and trust them more than your branded messages “

Slide 33: Why is it important for us to work together?

Slide 34: By 2011, global advertising industry will be close to $600B. Can mobile start to increase its revenue share from its current levels of less than 0.2% to 2-5% by then?

Slide 35: Thank you