The document discusses permission-based mobile marketing. It explains that permission-based marketing helps comply with regulations, build trusted relationships with customers, and increase loyalty, awareness, and profits. Interactive SMS is presented as an effective way to engage customers through a dialogue on their mobile phones. A five step process is outlined for implementing permission-based mobile marketing campaigns, including collecting opt-ins, qualifying and engaging customers, evaluating results, and creating a virtuous circle of permission. Case studies demonstrate how permission-based SMS campaigns increased opt-in rates and reduced opt-outs for mobile operators and retailers.

1. Permission-based mobile marketing
UK Mobile Retail Masterclass
London, March 15th, 2011
anne.meilhac@gemalto.com

2. Today
Objective Agenda
 Exchange views on Permission-based • Why Permission-based marketing
marketing
 Illustrate with case studies • How Interactive SMS helps
• 5 steps to success
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3. Why permission-based mobile marketing?
To comply with regulation….
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4. Why permission-based mobile marketing?
relevance & trust
permission
dialogue
awareness
respect
loyalty
clarity
revenue
simplicity
profit
transparence
control
To create trusted relationships... and grow loyalty & sustainable profits
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5. Why permission-based mobile marketing?
“Brands with the most positive conversation in their category
grow 4 times faster than the category average”
LSE London School of Economics and Political Science, 2010
“Increasing positive conversations by 12% doubles sales growth”
Bain & Co, 2011
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6. Today
Objective Agenda
 Exchange views on Permission-based • Why Permission-based marketing
marketing
 Illustrate with case studies • How Interactive SMS helps
• 5 steps to success
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7. How? Interactive SMS makes the difference
Interactive SMS is a dialogue channel, piloted by a SIM app
Standard SMS Interactive SMS
1. The user
receives a
SMS
The user
2. The brand receives a
invites 12345 popup and
him/her to starts to
participate
interact .
That’s it.
3. The user
must write
a new SMS
4. With
specific key
word &
shortcode…
Received in: SMS inbox Idle screen
Content is: Informative Interactive
remember a key word,
To reply: remember a shortcode, create One click to action !
a new SMS, click Send
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8. How? Anatomy of Interactive SMS
What interaction?
• Display a message
• Closed question: the user chooses in a list
• Open question: the user types an answer in a semi-free space
 Can be limited to a pre-defined number of digits (eg. 2 for age)
 When creating a dialogue, you can define a minimum and maximum number of characters
 Some signs like “@” can be pre-filled
What « call to action» (final action of the interactive scenario)? (*)
• Send pre-programmed SMS to a server
• Launch a voice call
• Launch a WAP navigation
• Launch a USSD session
USSD
Data collection
• Choices / selections / answers made by the user
• Clicks
• Handet’s IMEI and user location
(*) In this case, details like the service’s phone number, wap adress, USSD command don’t appear in the message but are transparently
integrated in the command. The action is launched by simply pressing OK.
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9. How? Interactive SMS dialogue example
Opt-in Introducing Collecting Collecting Collecting Thank you
qualification gender age interest
questions
multiple calls to action
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10. Today
Objective Agenda
 Exchange views on Permission-based • Why Permission-based marketing
marketing
 Illustrate with case studies • How Interactive SMS helps
• 5 steps to success
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11. 1 Collect opt-in iSMS
Brazilian mobile operator
The challenge
• New regulation preventing anybody from
sending mobile marketing messages to grey
lists, and making double opt-in mandatory
The solution
• one iSMS campaign asking for customer’s
permission to contact them on their mobile
17% opted-in, raising the
opt-in part of the customer base to 60%
Today this operator continues to run
a quality CRM program on mobile
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12. 2 Manage opt-in… and opt-out SMS
French clothing retailer
The challenge
• High-end brand image
• Loyalty club with many advantages
• 200,000 mobile numbers database
• confusion over clear consent
The solution
• one text campaign to clearly validate customer’s
permission to contact them on their mobile again
15% opted-out
Next campaigns triggered no more opt-out (<0.4%)
Today 1.2.3 runs
a quality CRM program on mobile
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12

13. 3 Manage mobile loyalty – for all
Engage with your audience on the go, with a consistent set of touch points for all:
iSMS campaigns SIM Marketing Pack
packaging
content
campaigns
coupons
geo-
location
Increased brand recall & loyalty:
Increased revenues:
2-10 times more conversion
+ consistent touch points positively
activated by your brand
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14. 4 Give control
consistently for all users, on a SIM app
Today New
My Goody Bag, a loyalty card in
any mobile phone, under user
control
My Goody Bag, a SIM app to:
• opt-in / opt-out – at any time
• update Interests & Preferences
• change preferred moments to
receive offers
• keep coupons in a safe place
• click to mobile website
• click to call a shop
with 100% of handsets
The end of guessing
what your customers
really wants
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15. 5 Implement the virtuous circle of Permission
1
Create an opt-in database to provide
RECRUIT reach and permission
4 ROI 2
EVALUATE High response QUALIFY
High revenue & profit generation
Measure campaign results Collect user data to allow
Monitor satisfaction targeting
3
ENGAGE
Create one-to-one dialoque
with users
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16. Sample of current customers
Brands Operators
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17. Thanks
firoze.khan@gemalto.com - UK +44 7738 329 749
anne.meilhac@gemalto.com - Europe +33 6 7337 8827
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