Watch Out Social, Here Comes Mobile--Customer Response Summit 5/12/11

537 views

Published on

2011 Presentation by Waterfall Mobile SVP Matt Silk given during CRS II in Florida. Discusses surging importance of mobile as a marketing channel and how to be effective running mobile marketing campaigns.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
537
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Watch Out Social, Here Comes Mobile--Customer Response Summit 5/12/11

  1. 1. )"*+,$-.*$%/+&"0$1232$4/526$!/7&28 !"#$%&( !"#$%&$()*&+, -%.+,/%00$1)230+
  2. 2. :;2<=" 7A B,3+/$9&.,)*:@)&$ 5A CD+$>D%&E3&E$F3E3.%0$G%&H:%<+ IA 1)230+$1%,J+@&E$KL+,L3+M NA 1)230+$1+HH%E3&E$(+%.*,+H$O$>%H+$!.*3+H9 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
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
  4. 4. I,2$F2&;<$/@$I3"=&G/<"$!2=&"$J6$->23H 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  5. 5. 9&.+,%:@L+$PY+,:3H+$Z7 C+Y.$%D:!KD%%$.)$HHLHHM
  6. 6. N3/?*,$/@$O&;&*"$!"3(2G<;$&<$*,2$P% 4:NF RX0WWW RQ0HQZ 9C[ 1)230+$S%,J+@&E RCSCT !):3%0$S+3% PS%30$S%,J+@&E RL09XH UR6$&<$5&&/<6V RM09M9 LL[ RM09MW RL0LCL RH09XM RC0HQY RYMW RC0LLC RC0MWW R90ZML RXHZ R909MH CH[ R90CMM RMQL RL0QHY RCYL RL09LX RL0XMW RYCM RXLQ RL0ZQX R90WZL RL0MWH RL0QXQ 9X[ RL09HZ RL0CMM RW 9WWY 9WLW 9WLL 9WL9 9WLC 9WLHQ %/.3+2$(),,+H.+,8$[*0=$566 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  7. 7. )/3=^6$!/6*$P7&_.&*/.6$O2>&+2$!/7&2$A,/<2 J<=.6*3]$I&52&<2 76$]$5VTV!1Q$ $$$$$$$$$$$$^+,%$)/$.D+$D%&$<D)&+A 5667$]$5;_TIV$3&.,)*:+ 566N$]$S)230+$.)<H$7$23003)& 566`$]$S)230+$.)<H$5$23003)& 566a$]$S)230+$.)<H$I$23003)& 566b$]$S)230+$.)<H$N$23003)& 566$]$S)230+$.)<H$N;`$23003)& $$$$$$$$$$$^NV$3&.,)*:+A$ 5676$]$S)230+$.)<H$_$23003)& %/.3+26$#)<*0%@)&c$d!$>+&H*H$B*,+%*8$1%,:D$5676e$C"Hc$X%@)&S%H.+,$-+2H3.+8$K:.)2+,$566e$ #>Hc$(),,+H.+,$R+H+%,:D8$[*&+$566ae$1+%H*,3&E$.D+$9&/),S%@)&$!):3+.=$^5677AX 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  8. 8. 4,"<<26$)&*,&<$!/7&2 %!%`!!% !/7&2$)27 JaF !/7&2$:EE6Z 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  9. 9. !/7&2$:+G>&G26$/@$P%$!/7&2$P6236$T]$N2<23"G/< !&2<&"6$ N2<23"G/<$c$ T//5236$ !"*.326$ I/*"$ ULHb9QV U9XbHCV UHHbQ9V UQCbXMV ULHbXMV I2d*$5266";&<; b`f b6f ``f 5bf a5f J<*23<2*$"++266 __f N5f Iaf 56f N5f D5"& Nf If Iaf 55f If !/7&2$62"3+, N_f I_f 56f 75f I6f O/?</"=6$"EE&+"G/<6 Iaf 5f 56f 75f 5af NA% INf 5af 5Nf bf 5`f PE="G<;$6/+&"$<2*?/3(&<;$ N7f 5_f 7`f `f 5_f E";26F2+2&>2$<2?60$6E/3*60$?2"*,23$ I7f 5bf 56f f 5Nf "<=$*3"e+$>&"$%!% A.3+,"62$E3/=.+*6 55f 7`f 77f bf 7_f Y %/.3+2$O2/&#2$f%*"*2$/@$*,2$!2=&"$O25/+3"+]$g/.3*,$D=&G/<$%22+*$PS%S$1&;,&;,*6 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  10. 10. %*"<="3=$F"*2$%!%$N3/?&<;$F"E&=] 12.0B 9.25B Standard Rate SMS Transactions 8.21B Q3 2008 – Q2 2010 5.24B 4.27B 2.33B 1.53B 1.65B Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010LW %/.3+2$h&262<$!266";&<;$F2E/3*$i9$9WLW 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  11. 11. !/7&2$J<*23<2*$!"3(2*$->23>&2?$Ui9$9WWZbi9$9WLWV 1)230+$9&.+,&+.$!*2H:,32+,$ #+&+.,%@)&$)/$ 350 $5,187 $5,500 -3,+0+HH$!*2H $5,000 g5$566bc$ $If $4,505 $4,516 gI$566bc$ $N7f Number of Mobile Internet Unique Subscribers (M) 300 gN$566bc$ $NIf $4,500 g7$566c$ $N_f $3,754 g5$566c$ $Naf 250 $4,000 gI$566c$ $Nf gN$566c$ $Nbf $3,283 $3,500 g7$5676c$ $Nf Total Revenue (M) $2,930 g5$5676c$$$$$$$_If 200 $3,000 $2,415 $2,262 $2,500 150 $1,806 $2,000 Number of 100 unique mobile $1,500 internet 155 subscribers 130 137 136 137 $1,000 116 124 50 102 108 Total mobile internet $500 revenue 0 $0 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 2010 2008 2008 2008 2009 2009 2009 2009 2010LL %/.3+2$h&262<$!/7&2$!2=&"$:.=&2<+2$!2"6.3252<*$:.;.6*$9WLW 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  12. 12. I,2$%5"3*E,/<2$Dj2+* • !S%,.<D)&+$<+&+.,%@)&$3H$hI7f$)/$.D+$I661i$d!$S%,J+. • 76;$23003)&$S)230+$%<<H$)M&0)%+$3&$56768$:)&H*S+,H$H<+&.$j`;5B • Q<<0+$k*H.$H*,<%HH+$13:,)H)l$3&$.).%0$,+L+&*+ • Q&,)3$&)M$%::)*&.H$/),$%0S)H.$_6f$)/$HS%,.<D)&+H$ • 5_6$S3003)&$%:@L+$(%:+2))J$*H+,H$:*,,+&.0=$%::+HH3&E$(%:+2))J$L3%$S)230+ • (%:+2))J$S)230+$*H+,H$%,+$.M3:+$%H$%:@L+$%H$&)&US)230+$*H+,H • K&$%L+,%E+$5661i$W)*C*2+$L3+)H$%,+$<0%=+$)&$S)230+$+L3:+H$+L+,=$%= • 1)230+$%$,+L+&*+H$D3.$jI;_B$0%H.$=+%,$%&$/),+:%H.+$.)$2+$j5NB$2=$567_L9 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  13. 13. 9&.+,%:@L+$PY+,:3H+$Z5 C+Y.$TPONDI$.)$HHLHHLC
  14. 14. !/7&2$!266";&<;$&6$:$a23]$4/5E2d$D+/6]6*25 K".<+,&<;$"$!/7&2$4F!$%*3"*2;]$/3$4"5E"&;< 7; G+%,&$.D+$,*0+H8$,+E*0%@)&H$%&$.D+$+:)H=H.+S 5; V+.$=)*,$HD),.$:)+ I; V+.$=)*,$:)&&+:@L3.= N; B*30$),$<%,.&+,T03:+&H+$.D+$,+m*3,+$H)lM%,+ _; G%*&:D$%$:%S<%3E& `; 9&.+,%:.$M3.D$=)*,$H*2H:,32+,HLH 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  15. 15. g2"*.326$k$%/.G/<6 4/<*2<* D<;";252<* n Q0+,.HT!*2H:,3<@)&H n K&U+S%&T!:D+*0+$1+HH%E3&E n #)00HTC,3L3% n (%:+2))JTCM3o+,$1+HH%E3&E$ n !M++<H.%J+H n gR$>)+H n 1)230+$>)*<)&H n (%:+2))J$Q<<03:%@)& n ")3:+$1+HH%E3&E$^9"RA n pC1GT-+2$-3E+.H n PS%30T(++2%:J$>%<.*,+ n F+L+0)<+,$Q#9H n R!!$!=&3:%@)& %23>&+26 4F! n !.,%.+E3:$#0%&&3&ETPY+:*@)& n R+<),@&ETQ&%0=@:H n !D),.$>)+$1%&%E+S+&. n 1+.%%.%$>)00+:@)&$O$1%&%E+S+&. n >%,,3+,$#,)L3H3)&3&E$ n !*2H:,32+,$(30.+,3&ETC%,E+@&E n >*H.)S$F+L+0)<S+&. n 1+HH%E+$R)*@&E n >)S<03%&:+$QS3&3H.,%@)& n G):%@)&$!+,L3:+H n #,3L%.+$G%2+0LM 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  16. 16. >%H+$!.*=c$I,2$4/>2$U-6+"3$:?"3=$)&<<23$@/3$T26*$O/+.52<*"3]V G9"P$>Q1#Q9VX C+Y.$O-KA1Jh$.)$HHLHH • P&E%E+$L3+M+,H$3&$.D+%.+,$%&$F"F • C*,&$<%HH3L+$L3+M+,H$3&$%:@L3H.H$.)$ H.)<$H0%*ED.+,$)/$56q$)0<D3&H$+%:D$ =+%, • F,)L+$H*2H:,32+,H$.)$H3E&$<+@@)&$L3%$ S)230+$MD3:D$M%H$H+&.$.)$K2%S%$%&$ [%<%&+H+$%S2%HH%), • f$)<.U3&$,%.+$/),$S)L3+UE)+,H$%&$ 55f$H3E&+$.D+$<+@@)& • #,)*:+,H$D+0$*<$%$:%00U.)U%:@)&$H3E&$ *,3&E$KH:%,$%::+<.%&:+$H<++:D$ • p*&,+H$)/$.D)*H%&H$D%L+$k)3&+$ :%S<%3E&$MD3:D$3H$H@00$03L+$%&$ E,)M3&ELQ 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  17. 17. >%H+$!.*=c$T.=$K&;,*$-<bA"+($J<6*"<*$)&< 9&H.%&.$-3&$ C+Y.$pKK#!$.)$55Iaa H++$3/$=)*t,+$%$M3&&+, • 1%,:D$1%&+HH$:%S<%3E&$M3.D$E,%&$<,3r+$ .,3<$.)$:D%S<3)&HD3<$M++J+&$3&$G%H$"+E%H • !<+:3%00=US%,J+$<%:J%E+H$)/$B*$G3ED.$.)$ sC+Y.$1--A%$.)$9CCXX$^BPPR!A • dH+,H$+&.+,$.D+$H3YU3E3.$*&3m*+$E%S+$:)+$ /)*&$)&$.D+$<%:J%E+$.)$H++$3/$.D+=$M)& >%00$C)$Q:@)&c • !3&:+$:)+H$&).$%0M%=H$+&.+,+$:),,+:.0=8$)<.U 9&H.%&.$-3&v$C+Y.$ 3&$%l+,$.D+$%E+UE%.+$.)$+Y<0%3&$D)M$.)$+&.+,$ 1--A%$.)$99CXX$ :)&.+H. .)$H++$3/$=)*$ • 9&.+E,%.+$)<.U3&$.)$B*$G3ED.tH$S)230+$03H.$ M)&v 3&.)$.D+$S+HH%E+$u)MH • 1%,J+.+$:)&.+H.$.)$+Y3H@&E$B*$G3ED.$03H.LX 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  18. 18. >%H+$!.*=c$!+O/<"=^6$b$!+4,&+(2<$%"<=?&+, • F,3L+$*H+,H$3&.)$1:F)&%0tH$0):%@)&H$.)$.,=$&+M$1:F)&%0tH$:D3:J+&$H%&M3:D+H • R+E3)&%0$:%S<%3E&$3&$5$S%k),$:3@+Hc$!%&$F3+E)$%&$C*:H)& • QL%30%20+$3&$P&E03HD$%&$!<%&3HD • dH+,H$,+:+3L+$%$/,++$:)*<)&$/),$.D+$&+M$1:>D3:J+&$!%&M3:D • KL+,$76J$:)*<)&H$3&$N$M++JH • h5_f$)<.U3&$,%.+$%l+,$*H+,H$,+:+3L+$:)*<)&HLZ 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  19. 19. >%H+$!.*=c$ADI: • d<)&$H3E&$*<$L3%$%&=$)&03&+$:D%&&+0$),$ S)230+$*H+,$3&/),S%@)&$3H$:%<.*,+ • X+M$%&$*<%.+$%.%$H=&:D+$3&$&+%,$ ,+%0U@S+$M3.D$+Y3H@&E$>R1$<0%w),S • PS%30$:%<.*,+$:%S<%3E&H$0%*&:D+$L3%$ !1! • C%,E+.+$)*.2)*&$S+HH%E3&E$%H$ S+.%%.%$3H$H=&:D+$.)$S)230+$>R1$ <0%w),S • !*::+HH/*0$Q:@)&$Q0+,.$+S%30$<,):+HH$ +Y.+&+$.)$S)230+$L3%$sR+<0=$Wx$<,):+HH • >%S<%3E&$Z7c$7f$:)&L+,H3)&$,%.+$M3.D$ NIf$%:@&E$M3.D3&$.M)$S3&*.+H • 5Nf8$7If8$5_f$:)&L+,H3)&$,%.+H$/),$&+Y.$ ,+H<+:@L+$:%S<%3E&H$LY 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  20. 20. :+,&2>&<;$%.++266$?&*,$!/7&2$4F! n J5E252<* 1)230+$3H$MD+,+$=)*,$:*H.)S+,H$%,+$y$H.%,.$2*303&E$%$S)230+$%.%2%H+$&)M n J<*2;3"*2 #0%:+$S)230+$:%00H$.)$%:@)&H$%:,)HH$%00$)/$=)*,$S%,J+@&E$S+HH%E3&E n J<*23"+* 1)230+$<,+H+&.H$%&$)<<),.*&3.=$.)$H+&$%&$,+:+3L+$y$.%J+$%L%&.%E+$ n J*23"*2 >)&H.%&.0=$*<%.+$=)*,$H*2H:,32+,$2%H+$M3.D$&+M$%.%$%&$3&/),S%@)&$%&$ .,%:J$+%:D$:%S<%3E&tH$H*::+HH$/),$S%Y3S*S$,+H*0.H$y$!"#$%#&$($!")!$*+,-#$ ($)$-+./$!#0*$1-)&$9W 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;
  21. 21. 9&.+,%:@L+$PY+,:3H+$ZI C+Y.$41:hhDK$.)$HHLHH 2+$(##$0#)-34*#$0#(1+.(#($5(!$"617884.&90-:;+*8<=>??*(/*#9L
  22. 22. I,"<(6$k$ik: I,"<(6$@/3$]/.3$ G52$*/="]8 >)&.%:.$9&/)c 1%o$!30J 56&(l?"*23@"5/7&2S+/5$ -%&.$.)$0+%,&$S),+z$"3H3.$ ???S56;52S+/5$%&$H++$)*,$20)E8$ :%H+$H.*3+H$%&$S),+;99 4$5677$-%.+,/%00$1)230+8$9&:;$#,)<,3+.%,=$%&$>)&?+&@%0;

×