An ethnic portal provides a mobile solution tailored for foreign communities. It offers culturally relevant content like videos, music and games in different languages. Content is distributed through various mobile channels and monetized through premium subscriptions and advertising. A case study describes an Italian carrier's deployment of an ethnic service called CiaoMondo targeting Romanian, Moroccan, Algerian and Albanian immigrants through free and premium content in their languages delivered by WAP and IVR.

1. Ethnic Portal
An integrated solution for targeted Mobile Services
www.interact.it

2. Index
• Introduction
- Scenario
S i
- How ethnicity-based services can generate value for the MNO
• Solution Overview
– Key features
– Contents
– Distribution & Monetization
– Multi-Channel Access
– Promoting service: Media Campaign
• Case Study: CiaoMondo for Wind
y
• About us
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3. Scenario/1 - Foreign and immigrant communities in Italy
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4. Scenario / 2- Challenges and opportunities
• Immigration demographics
– Eth i communities represent 6% of th t t l It li population
Ethnic iti t f the total Italian l ti
– Most substantial immigrant waves came from Eastern Europe (Rumenia), North
Africa (Morocco), China and Albania (<source: ISTAT, 2008)
• Immigrants as drivers of advanced Mobile phone use
I i t di f d d M bil h
– Reasons: economic (lower mean household income, less broadband access at
home), demographic (family and friends are spread out across the country and the
border),
border) cultural (higher value placed on staying in touch with family and friends)
• Access to nation/culture-specific contents can be a valuable add-on to
immigrants’ social life
Solution
An ethnic-centric mobile service tailor-made for foreign and immigrant
communities
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5. Value Proposition: how to generate value for the MNO
Based on ethnic-specific VAS contents, the mobile portal adds
new t l to differentiate the MNO offer
tools t diff ti t th ff
Marketing Opportunities Direct Revenue channels
• Increase ARPU by leveraging the • Increased data traffic (Mobile
customers base: Internet)
• enhance the user experience • New Subscriptions
• create a wider content offer • Content downloads
• Empower mobile browsing • Mobile Advertising
usage
• Increase market Share by y Whatever marketing
launching a new service: strategy you follow, you
rely on a carrier-grade
• Target and acquire new solution
audience
• Full branding and
• Increase subscriber base customization
• Optimized Integration with
operator platforms
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6. Solution Overview / Key Features
y
• Scalable solution architecture for easy integration of new
community profiles – new l
it fil languages and ad-hoc contents
d dh t t
• All different ethnic profiles are managed by a single platform
• An integrated value chain with flexible business models and full
value-chain
management capabilities
• User profiling for targeting contents and advertising
p g g g g
• Multi-channel service delivery platform
• Analytics and report both for mobile portal usage and media
campaigns
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7. Solution Overview / Contents
Ethnic Portal enables users to browse and download several types
of contents, selected and offered according to different
f t t l t d d ff d di t diff t
cultural/ethnic/national identities and the relevant languages
• Multi-type content offering
yp g
- Mobile TV streaming
- On demand video
- Texts Modular and scalable
- Games approach
- Ringtones/Ringbacktones • Start from a given set of
layers on the basis of your
- Wallpapers target audience ethnic
t t di th i
- Music clips profiles and preferences
• Upscale anytime to more
layers or geographical
areas
• Multi-layered geographical targets
M lti l d hi l t t
- Original contents (ethnic)
- National content (of nation of residence)
- International content (news and contents on the international scenario) PREV NEXT 7

8. Solution Overview / Content Distribution & Monetization
• Support of both free & premium content
• Free: to increase service and brand awareness as well as customer base
• Premium: to offer different contents by category targeting specific cultural
and linguistic profiles for an optimal end-user experience
• Content re-branding and personalization
• Contextual advertising
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9. Solution Overview / Channels
Multi-channel access: extend and integrate Mobile Ethnic service
over preferred media channels
f d di h l
• Wap site
• Interactive Voice Response Choose modules and
create your channel mix
• 3G Video Portal according to given
profiles and strategies
• On device client • Your Subscriber base
• RBT • Your Handset database
• Your Market Positioning
• Web and Multimedia Strategies
• SMS
• Social media networks
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10. Solution Overview / Media Campaign
p g
Create your own Marketing Mix to promote service and maximize
the t ti l f the
th potential of th contents
t t
• Mobile Media Buying: Banners, On Portal and Off Portal Adv
Banners
campaigns (ADV networks)
• MMS / SMS / Wap Push
• TV
• Radio
• Internet
• Newspapers
• Social Media
• Events Sponsorships
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11. Promoting Service: Media Campaign
g p g
•Subscriber base • Increase Arpu:
composition premium content
•Market Share • Increase market
share: free contents
Marketing Business
strategy Model
Promotion Contents
of service (types,
(types
layers,
•Premium vs free
channels) •Handset base
contents (legacy/new generation
•Handset base phones)
•Target Audience media •Ethnic profiles
profile usage •User preferences
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12. Case Study – Ciao Mondo for Wind
y
Customer: Wind Italy
Project Scope Ethnic comm nities represent 6% of the total Italian pop lation and 1/3 of
Scope: communities population
Wind customer base. Project goal was to develop the first operator-based mobile
ethnic service in Italy targeting the ethnic audience share.
Business Case
Main Business Goal: to grow Arpu
Business Model: premium contents
Contents:
- Content types: games images ringtones music and videoclips Live TV streaming (Rumenian
games, images, ringtones, videoclips.
TV channel)
- Initial target: 5 national profiles (Egypt, Morocco, Algeria, Rumania, Albania), 3 languages
(Rumanian, Arab and Italian, according to the main ethnic nationalities living in Italy )
Delivery Channels: WAP (on-deck) and IVR
Promoting service: Radio
Key features: automatic content profiling based on language, support of interactive
tools,
t l ongoing i t
i integration of streaming channels and new community profiles PREV NEXT
ti f t i h l d it fil 12

13. About us
Together interact and Arpu+ cover a 360-degree view of Mobile technology
and business t d li
db i to deliver premium VAS platforms over diverse countries
i l tf di ti
and territories
interact SpA
Web specialist and technology provider specialized in the
creation, management and delivery of rich media contents
Founded in 1995, HQ in Italy and Egypt
Committed to innovation, pro-active R&D approach,
gy partners and suppliers
world-wide network of technology p pp
First-hand international experiences with world-class NetOp
Arpu+
Leading Content Aggregator for North Africa & Middle East
Specialized in providing Value Added Services (VAS) through combined GSM
market expertise & application development capabilities
Main offices in Algeria Dubai Pakistan Bangladesh Tunis & head office in Egypt
Algeria, Dubai, Pakistan, Bangladesh,
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14. Coverage & Running operations
g g p
Coverage
Arpu+
interact SpA
B20 operations
• Wind Italy, Telecom
Italia Mobile, H3G
(Italy)
• Wi d H ll
Wind Hellas
(Greece)
• Djezzy (Algeria)
• Tunisiana (Tunisia)
• Mobinil (Egypt)
• Mobilink (Pakistan)
• Orange, Umniyah,
ZAIN (Jordan)
• Alfa (Lebanon)
• ZAIN MTN,
ZAIN, MTN
Mobitel (Sudan)
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15. Thank you!
15
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