This document summarizes a presentation about mobile location services and their potential for retailers. It discusses how mobile devices have changed consumer behavior and the retail landscape. A new service called "Live Population" is introduced that provides real-time analytics on customer foot traffic and demographics for different locations. This helps retailers optimize store placement and marketing efforts. Benefits are outlined for consumers, retailers and mobile operators in creating more targeted campaigns and a more location-aware retail experience.

1. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET

2. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

3. ENHANCING MONETISATION POTENTIAL
FROM MOBILE LOCATION SERVICES:
THE CASE FOR THE RETAIL INDUSTRY
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 1

4. GfK Group
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5. GfK – Top 4 Global Market Researcher (2011)
Presence in >100 countries Turnover (2011) €1.37 Bn
GfK Asia SG
est. 1989
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 3

6. We have experts on every major industry
Automotive Media & Entertainment
Consumer Goods Professional Services
Energy Our Public Services
Industries
Fashion & Lifestyle Retail
Financial Services Technology (ICT)
Health Travel & Logistics
…and the techniques to understand what is happening, where and why
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 4

7. The Big Picture
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8. Mobile Devices are still the KEY Engine of Growth for SEA in 2012
Source: GfK Retail Audit Data
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9. Strongly Dominated by Smart Mobile Phone
Source: GfK Retail Audit Data
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10. Together with a Surging demand for Tablets in SEA
Source: GfK Retail Audit Data
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11. Impact from Mobile Devices
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 9

12. How has Mobile Adoption changed Our Behaviour
Mobile Devices Change our Behavioural Patterns
• Personal • How we watch movies
• Pervasive • How we communicate with
Friends
• How we shop & buy things
• How we learn & study
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 10

13. How about the Consumer Mindset
Changing consumer
needs require People’s lives are
changing responses affected by the
from innovation, world around
strategy and new them
product development
Consumers look to Consumers react
companies, to these
brands, products changes by
and services to changing their
serve these Mobile Devices have values and
changing needs changed people lifestyles - lifestyles
imply changing needs
Source: GfK Roper Consulting Findings 2012
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 11

14. Consumer Purchase Decision Process has Evolved as well
From old model To new one
There is too
“Most, if not all, our media advertising Paid media needs to be evaluated much
models are “broken”… alongside data…but not
The path to owned media and earned media
purchase is no enough
longer linear actionable
Awareness information
Consideration
Preference
Companies
are seeking
assistance to
Action The consumer understand
is in charge the
Loyalty implications
for marketing
receptivity
Source: Forrester
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 12

15. Places & Context are becoming the Differentiating Factors
Consumers are already using such services to empower themselves in purchasing
- as observed in major European markets
While shopping their smartphone or Saw the product in store, then purchased
tablets were used by… it on phone from another retailer or
online competitor.
60% to locate stores
22%
52% to compare prices
34% to scan QR codes
After that, 1/3rd (“liked”) the retailer on Facebook
and 1/5th rated the products or services
Source: GfK FutureBuy
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 13

16. Being at the RIGHT Place for your Consumer will be Key
Introducing Live Population Service
Intents:
• Provide an aggregated
information on the footfall;
• Optimise your business
location to the catchment
area – Increase eyeball
capture;
• Be closer to your customers
and increase positive
interaction with them;
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 14

17. Live Population Service – a Location Knowledge
Tool
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18. The idea of Live Population Services
Wouldn’t it be
great to know … catchment number of
areas visitors
home
age groups
locations
socio-
gender economic
status
travel average … associated with
patterns stay time my (retail) sites and
those of my competitors?
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 16

19. Key Considerations
Data is Always Aggregated
1 That means we’re looking at groups,
not individuals.
Patterns, Not People
2 We look at overall trends and journeys,
not single behaviour.
3 Opt-In or Opt-Out
Some countries may require this
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 17

20. Features of Live Population Services
Live Population Services is:
online portal
near real-time
fully-anonymous
remotely managed
nationwide
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 18

21. A Location-Based Knowledge Portal Service
“Live Population Service”
An intuitive portal for any marketing
organization including retailers
• To measure ROI and
• Effectiveness of marketing
budget spent.
By
• calculating footfall and
• Catchment areas of any chosen
site.
How
• using Mobile Operator Big Data
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 19

22. Intelligence Data from Live Pop Service
Share Your
Discoveries
Define a
Location
Compare Two Track Footfall
Locations of a Location
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 20

23. Intelligence Data from Live Pop Service
Wealth of the visitors
Where they
come from Age groups
How this compares
The number of to my competitor
visitors to my store
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 21

24. Who will benefit?
• Consumers
• Retailer (iKea, Isetan)
• Reseller
• Investors (banks, investment funds)
• Entertainment (Casinos, Resorts)
• Out of home media (JC Decaux)
• Ad agencies
• Cross-sell (existing clients)
• Mobile Operators
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 22

25. Test Case (Example)
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26. The heat mapshows hisshows base
The catchment layer layer customer footfall density
Fred’s
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27. Fred can find the best places for his local ad campaign
Here?
Here?
Here?
Here?
Here? HERE!
Here?
Here?
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 25

28. …And see the direct impact of the campaign on the traffic at his store
Us too!
We’re going And us!
to Fred’s!
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 26

29. Drivers for Change
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30. Proliferation of Location-Based Services – Business Potential
Globally, the projected revenue for 2015:
US$ 10.3 Billion
For Industries in:
• Retail & F&B
• Tourism & Entertainment
• Transport
• Healthcare & Emergency
• Wholesalers, Manufacturers &
Big Brands
Sourece: ie Market Research
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 28

31. Emerging Services - Mobile Payment
Square NFC (wireless payment)
(using a plug-in device)
Global Business
Projection: Forecast
US$ 110 Billion
(by end-2013)
For Industries in:
- Retail
- Finance
- F&B
- Tourism
- Entertainment
- Hotel
Source: PRNewswire
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 29

32. Win-Win for Consumers, Retailers & Mobile
Operators
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 30

33. Benefits for the Consumer
Cost-Savings
– Enjoy Sales Promotions or Discount Coupons
Increase Convenience
– having Major Retailer located near you
More Efficient Disaster Management
- Quicker response time and better rescue
operations
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 31

34. Benefits for the Retailers
A Retail Revolutionary Approach for Consumer
Better Engagement with Key Consumers
– Enhance Customer Loyalty
Increase Business Revenue
– Get Higher Conversion Rate from Footfall
Better Use of Investment/Marketing Dollars
- Be strategically located for your consumer
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 32

35. Benefits for the Mobile Operator
Creating new Business & Revenue Stream for the Mobile Operator
Shortest Time to Market
– Enjoy 1st Mover Advantage
Enable Actionable Insights
– Empower your clients with new BI tool
Be a Service to the Client
- Center your business strategy around your consumer
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 33

36. THANK YOU
© GfK 2012 | GfK Asia – Introduction to Live Population Service Confidential 34

37. Thank you to our sponsors!
Title Sponsor Platinum Sponsor Gold Sponsors
Silver Sponsor Exhibitor Networking Evening Sponsor Networking Break Sponsor
Association Partners
Media Partners

38. TM
Proudly supported by Kantar, the Leader in Mobile Marketing Research
January 30-31, 2013
Kuala Lumpur, Malaysia
Organized by
Asia-Pacific Edition 2013 WWW.MRMW.NET