The document summarizes an opt-in mobile marketing platform called Optism. Optism allows brands to engage with consumers through their mobile phones by gaining permission from mobile operators and consumers to deliver targeted communications. Consumers can opt-in to receive offers and share their interests. Optism provides reporting on campaigns including response rates and insights into audiences. A case study shows a successful campaign for Adidas that drove foot traffic to a new store.

2. Permission Based Mobile Marketing Dolores Muñoz Martínez

3. Effective mobile media, multiplied The easiest way to plan and book engaging mobile media 100% opted-in, 100% profiled audiences All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL

4. We are the trusted partner of mobile operators worldwide , turning their subscribers into advertising audiences Optism Fast Facts Established Dec 2008 Launched April 2010 Experienced media team from Ogilvy, Blyk and MTV Premium member of the MMA All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL

5. Mobile operators simply offer their customers the opportunity to opt-in to receive relevant brand communications on their mobile

6. … and ask them to share there interests along the way Interests Demographics Location Response & Interaction

7. Opportunity for the Consumer All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL Ability to engage with the brands they love and consume Ability to access exclusive offers, content, vouchers, news & competitions Ability to control own experiences by tuning preferences in real time Ability to access an Operator incentive: voice, text, data, content etc

8. Campaign Solutions Awareness / Engagement / Insight / Purchase / Loyalty All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL

15. Reporting & On-going Engagement All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL

16. Accountability & Insights All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL The Results Industry-leading response rates Only pay for communications that are delivered See how many people interacted Measure responses and click-throughs Understand your audiences with deep insight & analytics

17. The Encore All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL Established audiences are exclusively yours Re-market to precise sub-groups over and over Create loyal fan groups and ‘communities’

18. Case Study adidas Egypt All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL

19. Welcome to the street where originality lives and athletes, musicians, skaters and more come together to show their style. Do you want an invitation? 1=Yes 2=No adidas Case Study Driving footfall to new flagship store Targeted to Sports and Fashion lovers Sent just one day before the weekend Leveraging Dialogue format Completely free to reply

20. Welcome to the street where originality lives and athletes, musicians, skaters and more come together to show their style. Do you want an invitation? 1=Yes 2=No

21. Celebrate YOUR originality visit the adidas store at Citystars, phase 2, 4 th floor. Hurry up and claim one of our limited quantity adidas Originals gifts upon presenting this message to our store staff. Campaign Results 35% of recipients requested an invite to the new adidas Originals Cairo store 15-24s were on average 98% more responsive than over 30 year olds Females Were 23% more responsive than their male counterparts

22. Campaign Results “ The response was way beyond our expectations and we are very excited about the potential of this new form of advertising” Bugra Hatipoglu, Marketing Manager adidas Egypt

23. Connect with profiled consumers expecting communications Achieve high ROI through targeting ad personalisation Target by age, gender, location, interests; fashion, sport, music etc Use interactive formats to gather instant feedback and opinion Remarket to the same or additional segmented groups Accountable media with real time metrics and analysis Why Optism? All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL

24. Open for business

25. [email_address] +34 636988293 Thank you. Dolores Muñoz Martínez