This document discusses a mobile location-based community service called Qiro. It begins by providing press quotes about the growth of location-based services and mobile marketing. It then demonstrates the Qiro service through a real-time demo and user scenarios. The document outlines Qiro's mobile marketing services and discusses strategies for gaining acceptance and fostering word-of-mouth promotion through reward programs and ensuring user satisfaction.

1. BSI Mobile Location Based Community
Marketing 2.0 Conference, Amsterdam 2007

2. Join the conversation
MARKETING 2.0 CONFERENCE
www.marketing2conference.com

3. Mobile Location Based Community
Christian Wolf
CEO Qiro GmbH
09.05.2007 1

4. Content
Press & Expert Comments
Real-time Demo
Mobile Marketing Services
Acceptance
User Scenario: Viral PushAd
User Scenario: Contextual PushAd
Word-Of-Mouth
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5. LBS & Mobile Marketing
Press & Expert Comments
“In 2006, location-based services generated $150
million in revenue. By 2010, it’s expected to generate
$3.1 billion…More than half of the cell phone users in
the United States will be using location-based services
by 2010.”
“The world market for mobile marketing and advertising
is expected to be worth about $3 billion by the end of
2007…By 2011, the value of this market will reach $19
billion, including mobile search and video advertising.”
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6. Real-time Demo
User Scenario
Find friends,
locations,
meet,
and share!
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7. Service Abstract
Find friends, locations, meet, and share!
Are friends How do I get to a
nearby? location?
Meet them! Find public
transport!
What can we do?
Find events!
Where we can
I liked this place meet?
or event. Find locations!
Share your
thought!
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8. Mobile Marketing Services
Innovative Advertising Formats
Map based advertising
Dynamic Content
Couponing / Campaigns
Push Q4
Pull
Mobile Ticketing
?
Mobile Commerce
?
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9. Acceptance
SMS Advertising vs. Qiro MapAds
Something big
is comming!
SMS Rejection
Near you!
Advertising
Want to know
what?
www.big.nxt
Acceptance
Minimum Rejection
Qiro
MapAds + Content Acceptance
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10. User Scenario: Viral PushAd
Tim is on the
road…alone,
spontaneous.
He receives
a SMS
from Qiro:
“Your buddy
Sarah tries to Tim starts He finds
catch you! Qiro. Sarah and
You can find meets her.
her close to
the CineStar, They look for
400 meters an event
from here!” using Qiro.
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11. User Scenario: Contextual PushAd
Tim wants to He starts Qiro. Tim finds During the
go out. Sarah and search they
meets her. receive an
attractive
They look for offer.
an event using
Qiro. “Unbeatable!”
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12. Word-Of-Mouth
Situation
Increasing user numbers of community services provide a
higher value for already registered users
Higher traffic ensures growth and success for communities
Therefore a very important target is to aggregate more users
and to foster additional network effects
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13. Word-Of-Mouth
Community building strategies
Advertising & Networking
Communicating the service and community benefits
Word-Of-Mouth / setting incentives
Users have to persuade friends & family to get all benefits of
community services: Thus it is necessary to motivate users to
bring in new customers through reward programs
“Tell a friend” programs
Affiliation programs
User satisfaction monitoring / programs
To get users promoting for the service it’s also extremely
necessary that the service fulfills the needs of the early
adopters and early followers of mobile communities
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14. Thank you for your attention
Christian Wolf
Phone: + 49 (30) 206 54893
Mobile: + 49 (170) 77 33 573
Christian.Wolf@qiro-gmbh.de
09.05.2007 12