The document discusses key factors for successful mobile phone advertising. Mobile networks allow connecting people and providing various content and services to users, including voice calls, SMS, MMS, data, and more. Platforms play a central role by providing access to content and advertising, customer relationship management features, and billing functions. Balanced business models are needed to benefit all players through a "win-win-win" approach. Examples of existing mobile platforms and services are provided.

1. Advertising on mobile phones A few Key Success Factors

2. Who am I ? About cleverwood Staffing solutions and consulting in your digital projects EIAA 2006 - CIM MDB 2007 power to the consumer

3. Who am I ? About Sanoma Magazines Belgium Responsible for brand-licencing and other brands Mobile Content and Services EIAA 2006 - CIM MDB 2007 power to the consumer

4. Mobile phones purpose Connecting People Mobile phones allow people to communicate at a distance through Mobile Operator Networks EIAA 2006 - CIM MDB 2007

5. Mobile content & services Bringing more through the network Mobile networks allow bringing other content and services to end-user EIAA 2006 - CIM MDB 2007

6. Mobile content & services Bringing more through the network Mobile networks allow bringing other content and services to end-user EIAA 2006 - CIM MDB 2007 Voice

7. Mobile content & services Bringing more through the network Mobile networks allow bringing other content and services to end-user EIAA 2006 - CIM MDB 2007 Voice SMS

8. Mobile content & services Bringing more through the network Mobile networks allow bringing other content and services to end-user EIAA 2006 - CIM MDB 2007 Voice SMS MMS

9. Mobile content & services Bringing more through the network Mobile networks allow bringing other content and services to end-user EIAA 2006 - CIM MDB 2007 Voice SMS MMS Data

10. Mobile content & services Bringing more through the network Mobile networks allow bringing other content and services to end-user EIAA 2006 - CIM MDB 2007 Voice SMS MMS Data - Voice Calls - Voice Mail - IVR Portals - Videotelephony - Visual Voice Mail

11. Mobile content & services Bringing more through the network Mobile networks allow bringing other content and services to end-user EIAA 2006 - CIM MDB 2007 Voice SMS MMS Data - Voice Calls - Voice Mail - IVR Portals - Videotelephony - Visual Voice Mail - P2P SMS/MMS - Credit alerts - Bill alerts - Chat services - WAP-push - SMS and MMS Infotainment services

12. Mobile content & services Bringing more through the network Mobile networks allow bringing other content and services to end-user EIAA 2006 - CIM MDB 2007 Voice SMS MMS Data - Voice Calls - Voice Mail - IVR Portals - Videotelephony - Visual Voice Mail - P2P SMS/MMS - Credit alerts - Bill alerts - Chat services - WAP-push - SMS and MMS Infotainment services - 3G-based services - Mobile Internet - Widget-based services

13. Mobile content & services Golden Triangle All bearers have this Golden Triangle in common EIAA 2006 - CIM MDB 2007

14. Mobile content & services Golden Triangle All bearers have this Golden Triangle in common EIAA 2006 - CIM MDB 2007

15. Mobile content & services Golden Triangle: Key role of platforms All bearers have this Golden Triangle in common EIAA 2006 - CIM MDB 2007 Platforms allow - Easy access to content (and advertising)‏ - CRM (opt-in, usage tracking, profiling...)‏ - Easy billing (iTunes account, Banxafe, Tunz...)‏ - Metrics which are mandatory for mass advertising - Leading customer through updates and upgrades - (for some) Following technological or usage evolutions (GPS, Social Networks integration...)‏

16. Mobile content & services Win-win-win enables a global Win-win Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007

17. Mobile content & services Win-win-win enables a global Win-win Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007 WIN

18. Mobile content & services Win-win-win enables a global Win-win Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007 WIN WIN

19. Mobile content & services Win-win-win enables a global Win-win Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007 WIN WIN WIN

20. Mobile content & services Win-win-win enables a global Win-win Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007 WIN WIN WIN Platforms examples - SMS: Flair services (9037 FR and 9133 NL)‏ - Voice: 1307/1207 - Vodafone Live and Orange World - m.standaard.be - PlazZza - Flair Mobile Magazine - Truvo Mobiel

21. Conclusion Let’s build platforms !

22. Thank you Fabian Tilmant Partner cleverwood Mobile Track Expert cleverwood Mobile Marketing Mgr Sanoma Magazines Belgium