OpenMarket Europe is a mobile transaction hub that processes over £600 million in mobile payments and 1 billion A2P transactions per month. It provides a platform to efficiently connect mobile operators, content providers, marketers and other players. OpenMarket offers various hub services including premium SMS, direct billing, application billing, and location-based services. The document provides case studies of how OpenMarket helped Coca-Cola, Virgin Media, NHS and DEC/Red Cross engage customers through the mobile channel.

1. Developments in Mobile
Advertising: Push to Engage
Processing Mobile Advertising Transactions
Adrian Sarosi – 14 April 2011

2. Introduction to OpenMarket Europe
OpenMarket Europe is the new name for MX Telecom
An Amdocs company
Most reliable and innovative Mobile Transaction Hub in North
America and the UK with global reach
A hosted platform – enable any Enterprise to efficiently and
effectively reach and engage with consumers through the
mobile channel.
Annually process over £600m of mobile payments in retail spend
1B A2P transactions processed each month
Experienced staff of 250
2 Proprietary & Confidential to OpenMarket

3. Industry Leadership
• Active industry participation, including:
• Members of:
- MEF Americas Board of Directors
- AIME Executive Board
- IAB Mobile Steering Group
3 Proprietary & Confidential to OpenMarket

4. Customers from all verticals, including:
4 Proprietary & Confidential to OpenMarket

5. Our Value Proposition
• Resolves the many-to-many relationships and complexities between players
• Provides efficiency and scale
• Provides ubiquity and standardization
• Higher reliability at lower cost
• Provides value-added services to optimize the value of the relationships
• A Multi-channel enabler: Cross-Channel, Cross-Network, Cross-Platform, Cross Device
5 Proprietary & Confidential to OpenMarket

6. The Mobile Hub
Content Providers US MNOs
Marketers/Advertisers EMEA MNOs
Brands/Media APAC MNOs
Retailers Other Geographies
Social Networks Alternate Payment Providers
Enterprises/Financials Device OEMs
Information Services Providers Profile suppliers
Information supplier
Other Suppliers
6 Proprietary & Confidential to OpenMarket

7. Hub Services
• Premium SMS
• Direct Billing (from Web,
WAP or custom check out
• UK Payforit
• Application and In-App
Billing
• Mobile Crediting
• Alternative payment
providers

8. Hub Services
• 2 Way SMS
• Multimedia SMS (MMS)
• Application 2 Person (A2P)
• Free to end user
• International
• Push Notifications
•Video and Voice Shortcodes

9. Hub Services
•Application building platform
•Chat platform
•Interactive Voice Response
(IVR) Services
• Location-Based Services (LBS)
• Hosted Applications e.g.
Number Profiling, Operator
LookUp, Pre-Authorisation,
coupon providers

10. Case studies

11. Crediting : Coca-Cola
1. Consumers driven to packs 2. Get a pack and find the 3. Web or SMS entry 4. 50p phone credit
from ATL code on reverse of label and credited directly to
(TV & PR) can ringpulls consumer’s account
Relevance
•Brand
• Engage with 16-24 demographic
• Drive sales and brand loyalty
• Simplicity
• Marketing effectiveness analysis
• Talkability
• Knowing their customer
• Consumer
• Free stuff (50p!)  with everything!
11 Proprietary & Confidential to OpenMarket

12. In-App Payments: Virgin Media
Relevance
•Brand
• Upsell additional content
• Engage with non-cable customers
• Allowing customers to consume how they want
• Simplicity
• Testing
• Consumer
• Mobile access to content
• Hassle free purchasing
12 Proprietary & Confidential to OpenMarket

13. LBS: NHS
Relevance
•Brand :
• Engage with mobile demographic
• Simple facilitation to overcome lazy
hurdle for healthcare
• Reduce costs
• Test branding
• Consumer
• Simple access to (sometimes)
wanted information!
13 Proprietary & Confidential to OpenMarket

14. Direct (Charity)Payments: DEC (and Red Cross)
Relevance
•Brand
• Exploit 100% and VAT-free micro-
donations.
• Engage with mobile demographic
• Simple facilitation for impulsive
donation
• Reduce costs of collection
• Automated Gift-Aid
• Consumer
• Simple engagement model for
donation
Text ‘Redcross’ to:
•70080 for a £3 donation
•70555 for a £5 donation
14 Proprietary & Confidential to OpenMarket

15. Conclusions
•Be relevant
•Engage
•Evolve - continuously
• Don’t abuse the mobile channel
• Choose your transaction hub wisely!
15 Proprietary & Confidential to OpenMarket

16. Thank you
Text Adrian to 88600
sales@uk.openmarket.com