1. Why MMS Is the Essential Next Step in
Effective Customer Mobile Messaging
May 2, 2013

2. About Archer

3. Our Aim is True
Archer has launched tens of
thousands of global initiatives
for companies, agencies, and
public institutions needing to
connect with their desired
target audience.
Archer provides guidance
every step of the way to
make sure you deliver
contextual, timely, targeted
content that builds enduring
trust and loyalty.
Reach Engagement Guidance
Archer’s breadth of mobile
solutions help you
communicate with your
audience in a way that
encourages interaction and
engagement.

4. Archer Capabilities

5. Reaching and engaging customers where they want to
be reached and engaged, addressing changing customer
needs, wants, behavior and media channel preferences.
1 in 3 Mobile Users
• Took a picture (37%)
• Searched for a nearby store (32%)
• Searched for coupons (31%)
• Researched product/price (30%)
• Text/called friend about a product (29%)
• Looked up product/price info (28%)
• Sent a friend a picture of product (27%)
• Created a shopping list (27%)
ComScore September 2011 US Custom Mobile Retail Advisor Survey
1 in 4 Mobile Users
• Found or redeemed coupon (26%)
• Scan barcode to compare price (26%)
• Read customer ratings/reviews (24%)
• Compared price via web (24%)
• Shared product recommendations (18%)
• Checked store inventory (18%)
• Made mobile web purchase (15%)*
• Used mobile shopping app (15%)*
ForSee US Survey January 2012
1 in 5 Mobile Users
The Mobile Rich Media Imperative

6. The Impact of Sending Mobile Messages
21%
25%
26%
32%
37%
38%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Recommend the store to others
Purchase another product from that store
(different for the product being promoted)
Purchase the product promoted in the store
Visit the store
Visit the company's website to purchase the
product promoted or a different product
Visit the company's website for more info
Placecast/Harris Interactive “The Alert Shopper” May 2012 mobile users who have signed up to receive text alerts from retailers/merchants

7. The Impact of Mobile Messages
SMS/MMS Open Rates
Click Through Rates Conversion Rates
1% 1% 7% 6% 14%
19%
58%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
Facebook Ad
(DMA)
Online Display
(DMA)
Email (DMA) SMS Study 1
(Signal)
SMS Study 2
(DMA)
SMS Study 3
(Textboard)
SMS Archer
Tier One
Brand
0% 20% 40% 60% 80% 100%
Email Open Rate
SMS/MMS Open Rates
Phones Enabled SMS/MMS
22%
97%
97%
Source: Mobile Marketing Association; Frost & Sullivan; Epsilon
2% 4% 8%
15%
47%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Email
(DMA)
Online
Display
(DMA)
SMS (DMA) Archer
MMS Case
1
Archer
MMS Case
2

8. Immediacy.
Solutions for RetailersWhy MMS Messaging?
• vs. email: on average emails
are read within 48 hours—text
messages are read within 4
minutes
• vs. postal mail: days vs.
minutes for SMS/MMS
• vs. Radio & TV: weeks to
months of production and
scheduling vs. hours or
minutes

9. Solutions for RetailersWhy MMS Messaging?
Engagement. • vs. email—300% increase in
opens for MMS vs.
email, between 60%-70% of
email messages are blocked by
corporate spam filters
• Performance—branded
campaigns have seen as high
as 50% CTR and 40% lift in
purchase intent
• ROI—1000%+ on a branded
campaign
• vs. Social media: immediate
but fleeting as messaging
slides through Twitter streams
or across pages—mobile
messages stay on the phone
until erased
Source: CTR Rebook campaign, Mogreet archive; Lift GMC campaign, Mobile Marketer Nov 2010; ROI BMW
campaign 3G Dating Agency blog, DMA 2010 Response Rate Trend Report

10. Solutions for RetailersWhy MMS Messaging?
High Response Rate. • Ability to respond directly
from a message—click to
call, click to web, direct POS
redemption, direct product
fulfillment, reply SMS/MMS
• It takes 90 minutes for the
average person to respond to
an email. It takes 90 seconds
for the average person to
respond to an MMS message.
• Messages can be personalized
to interests, needs and profile
of individual consumers or
groups
(Source: CTIA.org)

11. Solutions for RetailersWhy MMS Messaging?
http://community.nuance.com/blogs/expertsblog/archive/2011/10/19/why-95-of-apps-are-quickly-abandoned-and-how-to-avoid-becoming-a-
statistic.aspxhttp://bgr.com/2011/12/15/smartphone-penetration-skyrockets-in-2011-iphone-becomes-no-1-handset/
http://aptito.com/blog/2012/05/23/smartphone-apps-–-how-many-people-use-them-what-is-your-restaurant-missing-out-on-by-not-offering-one/
http://www.forbes.com/sites/ericjackson/2012/08/03/why-the-higher-click-through-rates-for-mobile-ads-which-facebook-touts-mean-nothing/2/
http://ctia.org/advocacy/index.cfm/AID/11219
http://www.comscore.com/Insights/Press_Releases/2013/4/comScore_Reports_February_2013_U.S._Smartphone_Subscriber_Market_Shar
e
http://bgr.com/2011/12/15/smartphone-penetration-skyrockets-in-2011-iphone-becomes-no-1-handset/
The Pew Research Center’s Internet & American Life Project April 26-May 22, 2011 Spring Tracking Survey
http://www.mmaglobal.com/research/achieving-tangible-roi-multimedia-text-message-marketing
1000 people: app/web ads
x only 57% of phones can actually use apps
= 570 people left
X 87% of smart phone owners use apps
= 496 people left
x only 0.8% of in-app ads are intentionally opened
Hey look, you reached 4 people…
1000 people: MMS
X 95% of phones can receive MMS
= 950 people
x 61% of phone users use MMS
= 580 people
x 98% of MMS messages are viewed
Wow, you reached 568 people
with rich media!
Comscore MobiLens September 2011
Reach!

12. Strategy: Drive Sales, Satisfaction & Cuts Costs
STRATEGIC OBJECTIVES
1. Increase relevancy of marketing with
segmentation, increasing conversion and desired
customer behaviors
2. Drive traffic to stores, online Web and mobile Web
1. Reduce the cost of customer service while improving
customer engagement, satisfaction and loyalty
2. Build a closer relationship with customers with highly
relevant messages by capturing and responding to their
individual needs
3. Increase awareness and engagement of
products, services and the brand itself
4. Create new and cost efficient channels for product sales
5. Increase effectiveness of store merchandising with
compelling and useful mobile interactivity
6. Increase the effectiveness of all other marketing
channels by integrating mobile interactivity and
engagement

13. Tactics: What You Can Do With MMS
• Rich media messaging for PUSH marketing to drive customer
engagement, loyalty and store/web traffic
• Build and integrate your CRM database for segmented mobile
messages driving store traffic and customer loyalty
• Deliver product/service information that relates to
profile, preference and behavior data (online and off) to drive
store traffic with option of relevant offer/promo
• Deliver incentive marketing programs increasing customer loyalty
and retention with POS redemption/tracking
• Location relevant messaging (LBS) based on dynamic, real-time
carrier lookup
• Deliver rich media content and promotional content driving
traffic to mobile web content portals
• Customer service engagement for customer statements, loyalty
program access, and shipping/billing alerts

14. MMS Mobile Engagement for Retail
• New Arrivals
• Event Promotion
• Sweeps
• Location Based Offers
• Loyalty Offers
• Triggered Offers
• Segmented Offers
DRIVE TRAFFIC
• Merchandise Info
• POS Offers
• Mobile DB Opt-in
• Alert Store Manager
• Send to Friend
• Wish Lists
• Social Sharing
• Local Store Marketing
IN STORE
• Mobile DB Opt In
• Thank You Message
• Receipt Delivery
• Loyalty Statement
• Follow Up Offers
PURCHASE
• Social Sharing
• Order Issue Alerts
• Delivery Status
• Pick up In Store
• Loyalty Statements
• Credit Card Statement
• Gift Cards
ON LINE

15. MMS Integration and APIs
EASY
INTEGRATION
 CRM DATABASES
 BUSINESS PROCESSES
 OUTSIDE ANALYTICS
 CONTENT/CMS
 WEB SERVICES
 CROSS CHANNEL
 .CSV INTEGRATION
 CUSTOM INTEGRATION

16. MMS Marketing Message Delivery
44264
Citycafe
MMS Image
• Unlimited characters
• Media size limits according to carrier and
handset
• Handset model detection and media
optimization a must
• Deliver images, video, animations, slide
shows and more
MMS Video

17. Integrated Marketing
MMS Video &
Rich Media
MMS Coupons
& Graphics
Landing Page
& Sites
Native Apps
44264
Citycafe
City Café Thanx for
joining, look for
weekly exclusive
offers via SMS and
MMS. Show this
message for free
coffee with breakfast
croissant Code 34rrt
More at htt://cc.mobi
SMS
PUSH MMS ALERTS OR SINGLE INTERACTION
QR Codes &
Microsoft Tag
MMS

18. MMS: Rich Media Messaging Rocks
Carlos by Carlos
Santana Collection Offer
Get 10% off any Carlos
Santana designer shoes
or accessories this
weekend only. Offer
expires 7/24/13. In-store
purchase only show code
4433ffz or text CARLOS2
for a barcoded coupon
via MMS. See the shoes
here http://m.carlos.com
• 50% of people are more
engaged with a retailer
after watching a video
• 45% of people are more
likely to return to a
retailer if a video is
integrated
• People are more
engaged with a retail
brand after watching a
video
• People are willing to
spend 2.79 minutes
watching a video that
supports a brand value
Source: Invodo e-tailing,
March 2013
Macy’s Carlos Santana
Collection Offer
Get 10% off any Carlos
Santana designer shoes
or accessories at Macy’s
this weekend only. Offer
expires 7/24/13. In-store
purchase only show code
4433ffz or text CARLOS2
for a barcoded coupon
via MMS. See the shoes
here http://m.macys.com
Carlos by Carlos
Santana

19. MMS: Loyalty & Personalization
Macro: MMS resulted in higher
customer spending than those
who received email or SMS
marketing for the brand.
Infacet: Sent to highest value
customers using CRM based
segmented messaging.
We have seen 5x performance
of MMS over SMS for many
campaigns.

20. Driving Store Traffic via MMS
Rich media incentive marketing driving store traffic
and credit card sign up.
• MMS to promote seasonal Red Carpet Event Sale
• Sweepstakes giveaway to drive customer
participation
It’s hot, it’s red, it must be the
Edgars Red Carpet Event!
Open and account with Edgars
today and join in on the Red Carpet
Event which includes an exclusive
12 hour shopping experience.
Get in store today! Don’t forget to
bring your ID and qualify for up to
$100 in discount vouchers.
It’s a date on the 5th
of August 9am to 9pm
Campaign Metrics:
5:1 performance over previous SMS
or email campaign
MMS: Driving Traffic and Credit Sign Up
45

21. Intro
Me + mobileBank
= Potential
mobileBank :Check out
our latest video to find
out how mobileBank can
help you experience life
in its fullest! For more
info, visit
http://m.mobilebank.com
Customer Onboard and Education
MMS Intro Video
Video Playback

22. Airline Loyalty GO Club
Rewards Enrollment Form
Customer Acquisition & Database CRM
• Opt-in available via online Web form, mobile
site or app capturing customer profile data
• User selectable alert message content
preferences
• Preference and profile data can be captured
for CRM database
build, analysis, segmentation, and use in
other marketing channels.
• Outside CRM data or transaction history can
be integrated for segmentation and
relevance
• Messages can then be contextually
personalized for each consumer by
name, location, product
relevance, behavior, transaction history and
any other event/data
Mobile Site Opt-in
Web Opt-in

23. Driving Upsell via MMS
MMS used to drive product and services upgrades.
MMS: Personalized Upsell
• 5 different messages sent
• Very high volume per message sent
• Personalized audio and video content for each
customers’ account status first name, handset
they currently own, closest store to get a new
phone etc.
• Significant increase in contract upgrades over
SMS—MMS is now channel of choice
• Within 1 hour of MMS sent, tracked contract
upgrades from retail stores
• Messages segmented and personalized by
consumer profile—low value, high
value, subscription plan etc.
• Custom video content created for MMS
• Repurposed :30 TV animated spots
• Ongoing messaging to highest priority
upgrade candidates (feature phone users)

24. MMS: Product Awareness/Upgrade Promotion

25. MMS: Personalized Upgrade Video Promotion
Leverage CRM data to personalize MMS
text or even actual rich media itself
(video and audio) by segments or even for
each customer

26. Knows customer by name Knows product purchase history Knows customer status/transactions
Product cross/up sell Personalized product info/awareness Personalized loyalty awareness
Personalized loyalty/reward offer Personalized by location driving store traffic
MMS: Personalized Upgrade Video Promotion

27. Location Based Messaging
• Geo-fencing using real-time lookup
with radial parameters based on a
list of user designated locations
• One-time message campaigns with
real-time location lookup
• Location aware SMS
subscriptions/alerts using one-time
location lookup of the user at opt-
in capturing a fixed “home”
location, with the option of
additional lookups for user location
verification
• SMS subscriptions/alerts with real-
time lookup of each subscriber’s
location before every
subscription/alert broadcast
Carlos by Carlos
Santana Collection Offer
Get 10% off any Carlos
Santana designer shoes
or accessories this
weekend only. Offer
expires 7/24/13. In-store
purchase only show code
4433ffz or text CARLOS2
for a barcoded coupon
via MMS. Closest store to
you now is 433 Powell St.
at Market.

28. “SMS 2.0” MMS Mobile Statements
• Saves mailing & paper costs
• Engage customer with rich content
• Relevant—delivered to their phones
• High and quick open rates
• Multipurpose—business ops + marketing
• Save time—no paper statement
processing delay
• Flexible—deliver statements when
desired
• Opportunity to integrate product and
services marketing

29. SECUREproven to meet stringent
security and legal
requirements
And they WORK
89%
confirmed receipt of
mobile statement for
Vodacom
HIGH, MEASURABLE
DELIVERY RATES
2,500,000
statements delivered
every month for African
Bank
MMS MOBILE STATEMENTS
decrease in statement
delivery costs for
municipalities
75%
PROVEN EFFECTIVE IN
DECREASING COSTS
25%
increase in average
monthly collections for
large retailer

30. Detailed MMS Mobile Statements

31. Integrate Business Ops with Marketing

32. Carrier rich media (MMS) delivery of statements
> Savings of 50% compared to previous costs
> 77% Customer Preference
> Decreased Payment Cycles
> Bad Debt Reduced
Increase Operational Efficiency with MMS
Vodacom MMS Statements

33. Why MMS Is the Essential Next Step in
Effective Customer Mobile Messaging
May 2, 2013