Mobile Vikings is a community-driven mobile operator that uses a unique marketing model. It has over 145,000 members and generates over 2.8 million euros in monthly revenue with high customer retention rates. Mobile Vikings communicates directly with customers through social media instead of traditional marketing and has a very small staff. It is working to develop additional services like VoIP, prepaid cards, and location-based loyalty programs that are integrated into a mobile wallet platform. The company sees partnerships as key to continuing innovation and bringing new products and services to its community-driven membership base.

2. THE TIMES!
THEY ARE!
A-CHANGING!
1! 2!
COMMUNITY! CONNECTED!
Social networks, Smartphones, tablets,
crowdsourcing, blogs,
CONNECTED! 1+2! COMMUNITY"
location-based-services,
content communities, !
COMMUNITY! CONNECTED!identities.!
strong
Mobile Vikings" Mobile Vikings!
is an ! is a!
operator empowered! community-driven!
community! operator!
Flickr – ol’pete! Flickr – Phink Sherbet Photography!

3. THE!
VIKING!
PARADOX!
WHAT DOES ! THIS MEAN ?!
Flickr – obscura!

4. Sales Staff Marketing
No Sales staff. The Viking model uses the community as its sales force and is based on No traditional mass media marketing budget. All communication is based on viral
MGM (member get member). More than 80% of our new customers are referrals from marketing using social media.!
other members.!
THE
COMMUNITY
DRIVEN
MODEL!
No Sales Offices, No Prestigious HQ Help Desk
Only online sales is possible.! Viking Helps Viking (via Twitter, Facebook, ...). Only 13 FTE serve 150.000 members,
without usage of IVR. Although this is very low for a mobile operator, MV’s help desk is
perceived as the best in the market. !

5. THE VIKING IS IN CONTROL!
Central position – key in our sales and marketing
strategy. A Viking is our member, not our
customer.!
DNA : VIKING POINTS!
The DNA of the Mobile Vikings model is translated into a community currency,
the VikingPoints. Once earned (e.g. MGM, Help Desk 2.0) they allow our
members to top up their mobile internet subscription or pay for additional
Viking services.!
Flickr – NathanaelB!

6. Mobile Vikings : Prepaid mobile voice and data.!
Additional value added services are studied
and brought to the market. !
VikingSpots VikingTalk VikingCard
Internet-based VoIP service Cobranded prepaid
platform where enabling the MasterCard,
members connect smartphone to call empowered by a
the community to any number over mobile app and
local retailers and Wifi or 3G.! targeted to
share experience.! youngsters and e-
Flickr – thejuniorpartner!
shoppers.!
Flickr – Jay Morrison! Flickr – benwatts!

7. WHERE DO WE STAND NOW AND TOMORROW!
(in a nutshell)!

8. WHERE DO WE STAND NOW AND TOMORROW!
REVENUES!
+145.000 members in 3.5 years!
+2,8 MEUR revenues/month!
High ARPU!
Low churn!
member revenue
growth! growth!
(rev per month)!

9. Conversation Company!
Mobile Vikings has not only a lot of followers on Twitter but we
communicate a lot with our customers > 19.000 tweets.!
Average reach of 65.000 people with one tweet.!
In Facebook we do also have >23.000
fans but more important is the daily
conversation with the users!
There are lot of articles in the online and printed Press over
the concept of Mobile Vikings. Even books about social media
have chapters talking about this concept. And new books from
different authors are coming soon.!

10. One million likes on Facebook? So what?!
Thomas Baekdal, a well known Danish blogger specialized in social media but without any links to us, recently
published an interesting study on how to measure success on Facebook. Indeed, brands such as Coca Cola, Red
Bull doing mainly traditional mass media marketing, also are doing well in getting fans, with tens of millions of fans.
Even when taking into account market size and reach, these traditional brands are doing very well. And then
comes this interesting quote :“However, if we instead compare fans with how many who interacts with the brands today, the
result is quite different. Now, all the top players in getting people's attention, are suddenly at the bottom. On the other hand,
Walk of the Earth, Sarah Blackwood, Mobile Vikings and Brooklyn Museum are doing a fantastic job engaging with their
audience.“
This indicates that, although we are a small and local player, our model is quite disruptive, even in today’s world.!
Source: Thomas Baekdal: http://www.baekdal.com/insights/one-million-facebook-likes-so-what/!

11. Love Brand : same product, different perception!
Finally it is interesting to see that the perception of the Mobile Vikings brand is totally different from the Base brand,
although both use the same KPN network.!

12. MOBILE
PAYMENT!

14. DEBIT,!
PSEUDO!
CREDIT!
VALUE!
CARD!
MONETARY! VOUCHERS!
VALUE!
TRANS!
ACTION! IDENTITY!
DETAILS!

15. Mobile Vikings
• Base Product!
• Wallet Items!
• Strong Identity and Profile!
• Balance in minutes!
• Balance in Gbytes!
• Topup History!

16. VikingTalk
• VoIP Service!
• Wallet Items!
• Balance!
• Top up history!
• Usage!

17. VikingCard
• Prepaid MasterCard!
• Virtual, physical!
• Additional financial service : easy topup, P2P!
• Wallet Items!
• Balance!
• Transaction History!
Flickr – benwatts!

18. VikingSpots
• Location Based Merchant Platform!
• Merchant Tablet (NFC)!
• Wallet Items!
• Coupons!
• Balance - Loyalty Points!
• History!
• Tag Identity!
Flickr – Jay Morrison!

19. DEBIT,!
PSEUDO!
CREDIT!
VALUE!
CARD!
MONETARY! VOUCHERS!
VALUE!
TRANS!
ACTION! IDENTITY!
DETAILS!

20. TECHNOLOGY!

21. VikingWallet Technology

22. VikingWallet
Linked with a prepaid
card!
Integrated eCommerce payment!
(one click payment)!
Access to balance
and history of own
services!
Mobile Viking
VikingTalk
VikingCard Partner ecosystem!
VikingSpots (3rd party loyalty,!
payment, …)!
Linked with an NFC
tag/sticker to facilitate!
identification and Open innovation via
authentication! developer community!
Near or long future!

23. LOOKING!
WHAT’S NEXT ?! FOR PARTNERS !!

24. PARTNER ECO SYSTEM!
Mobile Vikings is not about technology nor products. Mobile Vikings is about bringing mobile technology and products to the market using a unique marketing model.
Therefore we rely on partners for providing us with the necessary building blocks or services.!
MNO! FINANCIAL INSTITUTION! TECHNOLOGY PARTNER! RETAILERS & BRANDS! DEVELOPERS!