(Big) Data Monetisation via Mobile Marketing April 23rd 2014
© ZapFi International S.A. www.zapfi.com Q1/2014
Setting the Scene
Tom Cruise in “The Minority Report” - the Year is 2054
© ZapFi International S.A. www.zapfi.com Q1/2014
Four Topics
(I) Trends
(II) Mobile
Marketing
(III) Privacy
(IV) Case Stud...
Thank You
ZapFi International SA

Route de Mersch, 79
L-7432 Gosseldange

Luxembourg
!
www.zapfi.com
(I) Trends
© ZapFi International S.A. www.zapfi.com Q1/2014
Market Trend 1: Mobile Data
By 2016 there will be 5x more
Wi-Fi than cell...
© ZapFi International S.A. www.zapfi.com Q1/2014
Market Trend 2: Mobile Marketing
Study Confirms Smartphones Now #1 Screen...
© ZapFi International S.A. www.zapfi.com Q1/2014
Market Trend 3: Google & Facebook eat it all …
In Just 2 Years, Google An...
Thank You
ZapFi International SA

Route de Mersch, 79
L-7432 Gosseldange

Luxembourg
!
www.zapfi.com
(II) Mobile Marketing
© ZapFi International S.A. www.zapfi.com Q1/2014
ZapFi’s Value Proposition
For Consumers
‣ Sponsored Free Wi-Fi
(fast & se...
© ZapFi International S.A. www.zapfi.com Q1/2014
Consumer Value Proposition: sponsored free Wi-Fi
Supports ubiquitous auth...
© ZapFi International S.A. www.zapfi.com Q1/2014
Business Value Proposition: Interaction
• Branded Captive
Portal
• User R...
© ZapFi International S.A. www.zapfi.com Q1/2014
Business Value Proposition: Insights
• ZapFi analyses in real-time all
ht...
© ZapFi International S.A. www.zapfi.com Q1/2014
Business Value Proposition: Mobile Campaigns
• One-2-One mobile
campaigns...
Thank You
ZapFi International SA

Route de Mersch, 79
L-7432 Gosseldange

Luxembourg
!
www.zapfi.com
(III) Privacy
© ZapFi International S.A. www.zapfi.com Q1/2014
ZapFi’s Profile Building
Where?
‣ Information on where visitors
are, base...
© ZapFi International S.A. www.zapfi.com Q1/2014
ZapFi is legally & privacy compliant
• Legally Compliant
‣ ZapFi is the W...
Thank You
ZapFi International SA

Route de Mersch, 79
L-7432 Gosseldange

Luxembourg
!
www.zapfi.com
(IV) Case Study
© ZapFi International S.A. www.zapfi.com Q1/2014
AB InBev Germany: “Becks’ Hamburg City-Attack”
• Questions to ZapFi:
‣ “H...
© ZapFi International S.A. www.zapfi.com Q1/2014
AB InBev Germany: How it works
• SaaS Platform (Software-as-a-Service)
‣ ...
© ZapFi International S.A. www.zapfi.com Q1/2014
Huge opportunity to replicate the Becks’ business case
Examples of potent...
Thank You
ZapFi International SA

Route de Mersch, 79
L-7432 Gosseldange

Luxembourg
!
www.zapfi.com
(V) Conclusion
© ZapFi International S.A. www.zapfi.com Q1/2014
ZapFi is NOT a free Wi-Fi provider
ZapFi is a “mobile marketing platform”...
Thank You
ZapFi International SA

Route de Mersch, 79
L-7432 Gosseldange

Luxembourg
!
www.zapfi.com
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20140423 - Feed your inspiration Breakfast Special Mobile - Zap fi presentation : (big) data monetisation via mobile marketing

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20140423 - Feed your inspiration Breakfast Special Mobile - Zap fi presentation : (big) data monetisation via mobile marketing

  1. 1. (Big) Data Monetisation via Mobile Marketing April 23rd 2014
  2. 2. © ZapFi International S.A. www.zapfi.com Q1/2014 Setting the Scene Tom Cruise in “The Minority Report” - the Year is 2054
  3. 3. © ZapFi International S.A. www.zapfi.com Q1/2014 Four Topics (I) Trends (II) Mobile Marketing (III) Privacy (IV) Case Study “Companies must recognize that the mobile revolution is more than just an additional sales channel or one more place to advertise. The ultimate impact of this global phenomenon called “mobile” will be bigger than the impact of television or the personal computer. It is everywhere, it is personal, and it is always on.” ! Extract from “The Third Screen” by Chuck Martin
  4. 4. Thank You ZapFi International SA
 Route de Mersch, 79 L-7432 Gosseldange
 Luxembourg ! www.zapfi.com (I) Trends
  5. 5. © ZapFi International S.A. www.zapfi.com Q1/2014 Market Trend 1: Mobile Data By 2016 there will be 5x more Wi-Fi than cellular data traffic... Source: KPCB - Mary Meeker Internet Trends - May 2013 Smartphone: Explosive Growth … Source: Hetting Consulting 2014 4G subscribers use 100% more Wi-Fi than 3G subscribers … Source: Devicescape Q3/2013
  6. 6. © ZapFi International S.A. www.zapfi.com Q1/2014 Market Trend 2: Mobile Marketing Study Confirms Smartphones Now #1 Screen in US, Beating TV % of total Source: Gartner - January 2014 Mobile Marketing: Explosive Growth … Source: Millward Brown - March 17th 2014
  7. 7. © ZapFi International S.A. www.zapfi.com Q1/2014 Market Trend 3: Google & Facebook eat it all … In Just 2 Years, Google And Facebook Have Come To Control 75% Of All Mobile Advertising Source: e-Marketer - March 20th 2014 UK total media ad spending share, by media 2012-2017 % of total and millions Source: eMarketer - Augustus 2013
  8. 8. Thank You ZapFi International SA
 Route de Mersch, 79 L-7432 Gosseldange
 Luxembourg ! www.zapfi.com (II) Mobile Marketing
  9. 9. © ZapFi International S.A. www.zapfi.com Q1/2014 ZapFi’s Value Proposition For Consumers ‣ Sponsored Free Wi-Fi (fast & secure) For Brands, Merchants & Operators ‣ Mobile Marketing Platform (interaction, insights & mobile campaigns)
  10. 10. © ZapFi International S.A. www.zapfi.com Q1/2014 Consumer Value Proposition: sponsored free Wi-Fi Supports ubiquitous authentication & roaming (configure once, use anywhere) + highly secure
  11. 11. © ZapFi International S.A. www.zapfi.com Q1/2014 Business Value Proposition: Interaction • Branded Captive Portal • User Registration & Authentication • Content Management System (CMS) • Central Management • Secure
  12. 12. © ZapFi International S.A. www.zapfi.com Q1/2014 Business Value Proposition: Insights • ZapFi analyses in real-time all http-traffic of all users • ZapFi uses advanced analytics and text mining tools to build detailed profiles of users • Gives a much better understanding of users’ preferences, interests and needs
  13. 13. © ZapFi International S.A. www.zapfi.com Q1/2014 Business Value Proposition: Mobile Campaigns • One-2-One mobile campaigns • Deliver the right message in the right place at the right time • No mobile app is required • Support for different types of messages SMS/MMS OVERLAY INTERSTITIAL
  14. 14. Thank You ZapFi International SA
 Route de Mersch, 79 L-7432 Gosseldange
 Luxembourg ! www.zapfi.com (III) Privacy
  15. 15. © ZapFi International S.A. www.zapfi.com Q1/2014 ZapFi’s Profile Building Where? ‣ Information on where visitors are, based on the physical address of the ZapFi Wi-Fi AP. ‣ Can be enriched with other points of interest in the neighborhood. When? ‣ Time-stamp (date/hour) of authentication, duration and frequency. Who? ‣ Demographic information asked during registration process: gender, age, telephone number, e-mail address … . ‣ Brand can choose to ask additional information. What? ‣ The profile of the user is enriched with his surfing behavior. ‣ The usage of mobile apps is also monitored.
  16. 16. © ZapFi International S.A. www.zapfi.com Q1/2014 ZapFi is legally & privacy compliant • Legally Compliant ‣ ZapFi is the Wi-Fi service provider; ‣ ZapFi is responsible for all legal requirements e.g. customer identification, legal intercept, … ! • Privacy Compliant / Privacy By Design ‣ Opt-in model (permission based) ‣ Protecting Data: ZapFi is the data- controller ‣ Respecting Privacy: Compliant with EU Data Protection Directive (95/46/EC) and e-Privacy Directive (2002/58/EC)
  17. 17. Thank You ZapFi International SA
 Route de Mersch, 79 L-7432 Gosseldange
 Luxembourg ! www.zapfi.com (IV) Case Study
  18. 18. © ZapFi International S.A. www.zapfi.com Q1/2014 AB InBev Germany: “Becks’ Hamburg City-Attack” • Questions to ZapFi: ‣ “How to offer Becks sponsored free Wi-Fi in bars in Hamburg?” ‣ “How to increase sales and customer engagement in these locations?” • Answers: ‣ Free Becks sponsored and branded Wi-Fi access point (AP) ‣ Bar owner pays for the internet connectivity ‣ “Buy a Becks - Get 30min free Wi- Fi” (coupon) • Results: ‣ Increase of Becks’ sales in participating bars ‣ Better knowledge of target audience (18 - 36) ‣ National expansion in 2014: • More German cities • Focus on universities ! • Lessons: ‣ Focus on locations with high footfall ‣ Scalability is key: get a footprint = get noise = get free publicity = grow your audience (fast) ‣ Take care of the installations: merchants tend to be lazy when they’re given something for free ‣ Implement additional value added services (planned)
  19. 19. © ZapFi International S.A. www.zapfi.com Q1/2014 AB InBev Germany: How it works • SaaS Platform (Software-as-a-Service) ‣ Hosts the ZapFi Product Suite: • Interaction • Insights • Mobile Campaigns • Technology ‣ Hosted in a state-of-the-art data-center ‣ 24/7 monitoring & support • Do-it-yourself installation ‣ Connects to the existing internet modem/router of the merchant; ‣ Self-Provisioning + Management; ‣ Includes Wi-Fi AP, cabling, mounting kit, quick guide. • Requirements (merchant): ‣ Internet connectivity: minimum 8Mbit/s down & unlimited download NETWORK SECURITY ! • Content/URL filtering • Deep Packet inspection firewall • Application traffic analytics ZAPFI PRODUCT SUITE ! • Interaction • Insights (powered by SAS) • Mobile Campaigns
  20. 20. © ZapFi International S.A. www.zapfi.com Q1/2014 Huge opportunity to replicate the Becks’ business case Examples of potential business cases for sponsored free Wi-Fi Sport Clubs? Pharmacies? Bars? Schools? Restaurants? Public Transport? How to increase sales and customer engagement in these locations? How to better understand my target audience?
  21. 21. Thank You ZapFi International SA
 Route de Mersch, 79 L-7432 Gosseldange
 Luxembourg ! www.zapfi.com (V) Conclusion
  22. 22. © ZapFi International S.A. www.zapfi.com Q1/2014 ZapFi is NOT a free Wi-Fi provider ZapFi is a “mobile marketing platform” improving interaction between people, businesses and brands. From ancient times … … to modern times
  23. 23. Thank You ZapFi International SA
 Route de Mersch, 79 L-7432 Gosseldange
 Luxembourg ! www.zapfi.com

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