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Mobile Mrt 101
Mobile Marketing
Mobile Mrt 101
Who is presenting?
    And why?
ME.
1. Starcom
2. Curiosity and interest
Patrick Crosbie
Founder and CEO of Evolved Digital Media, dedicated mobile marketing agency based in Dubai.

Provides mobile marketing technology : mCoupon, mTicket, mWeb and Bluetooth as a Service.

Works with regional advertising agencies, entertainment brands, telecoms companies, Automobile brands and
hospitality sector.
Why?
1. background
                      Head of Innovation at Diageo’s new media
                      division for two years. Executed over 2,000
                      mobile marketing campaigns


2. Great Experience   Founder and COO of Redeemit Ltd, a dedicated
                      mobile marketing agency that worked with
                      Diageo, Coors, Apple, The Guardian. Created
                      some of the worlds first mobile coupon and
                      mobile ticket campaigns

                      MENA Regional GM of EnQii, one of the worlds
                      largest digital out of home media technology
                      companies
What is this session’s agenda?
Answer 5 questions
What is it?
who uses it?
where to use it?
why to use it?
when to use it?
how to use it?
Imagine...
the way you felt the day you
 forgot your phone at home
Alone
Disconnected
Unprepared
Exactly!
Yes No
questions
1. Was your mobile the 1st thing U saw today when U woke up?

2. Was UR mobile the last thing U saw yesterday B4 U went to bed?

3. Do you carry your phone almost all the time?

4. have you ever lent your mobile to a friend?
“don't leave home without it”
during the past
     7 days
Marketing 4P’s. product,we
Over the past 6 months price,
have experienced what it must
promotion and place. Imagine
have been like to sell websites
how many dirham’s are being
in 1995. Everyone knows they
lost every year because people
cant find the “place” they are
need a presence but
trying to reach.see what their
just waiting to Now they can.
competitor does first.
I think you got the idea! :)
Mobiles are:
Very personal
Very intimate
Addictive
Used constantly
A necessity
Fashion statement
We all depend on it
More facts?
200+ million subscribers in the ME

4 billion globally (expected to reach 5.5 billion by 2013)

100% penetration in ME

UAE mobile phone penetration is 120%

There are over 350 Billion SMS messages exchanged each month
In the past 12 months, almost 3 billion mobile handsets were sold

There are more mobile phones than personal computers

Mobile advertising will rise from $648 million in 2008 to $3.3 billion in 2013

2007 global brands spent 5 billion dollars on wireless advertising
So what the hell is
mobile marketing?
Mobile marketing:                                   can refer to one of two categories of marketing. First, and relatively
 new, is meant to describe marketing on or with a mobile device, such as a mobile phone (this is an example of
 horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing
 in a moving fashion - for example - technology road shows or moving billboards. Marketing on a mobile phone has
 become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some
 parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.
 Over the past few years SMS has become a legitimate advertising channel in some parts of the world. This is because
 unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices
 for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the Mobile
 Marketing Association, as well, have established guidelines and are evangelizing the use of the mobile channel for
 marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other
 countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the
 subscriber) remain an issue in many other parts or the world, partly due to the carriers selling their member databases
 to third parties. Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the
 consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as
 some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in
 place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with
 several 100 million advertising SMS sent out every month in Europe alone. In North America the first cross-carrier SMS
 shortcode campaign was run by Labatt Brewing Company in 2002. Over the past few years mobile short codes have
 been increasingly popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the
 mobile shortcode as a mobile domain name allowing the consumer to text message the brand at an event, in store and
 off any traditional media. SMS services typically run off a short code, but sending text messages to an email address is
 another methodology. Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a
 given country for the use of brand campaign and other consumer services. The mobile operators vet every application
 before provisioning and monitor the service to make sure it does not diverge from its original service description.
 Besides short codes, inbound SMS is very often based on long numbers (international number format, e.g. +44 7624
 805000), which can be used in place of short codes or premium-rated short messages for SMS reception in several
 applications, such as product promotions and campaigns. Long numbers are internationally available, as well as
 enabling businesses to have their own number, rather than short codes which are usually shared across a number of
 brands. Additionally, long numbers are non-premium inbound numbers. One key criterion for provisioning is that the
is a long-range, electronic device used for mobile
            voice or data communication over a network of
            specialized base stations



mobile




            satisfying needs and wants through an
            exchange process



Marketing
Who uses it?
everyone
Except for ...
Mobile Mrt 101
Not just youth!
why use it?
indirectly
   indirectly
   indirectly
   indirectly
   this question
already answered
        I’ve
          ve
You said that its on
     you 24/7
Figures & facts
In other countries its no longer a niche or trend!

 Mobile phone marketing has become the preferred ad tool


The mobile channel is unique
        it is instantaneous
        intimate
        immediate                                I ignore it and
        100 percent reach                            delete it


Even the fact that you are ignoring a message itself is a response.
They call it conversational marketing
Plus, Mobiles:
Drive awareness
trackable
measurable
targeted
Cost effective
Actionable
24/7
You have to be
careful though!
Use it wisely!!
When and where to use it?
Mobile Mrt 101
Mobile Mrt 101
Check out this amazing
       example!!
Mobile Mrt 101
Mobile Mrt 101
How to use it?
Many ways
Depends what you want to achieve
Your objectives, message and strategy
mobile marketing is a channel
Target audience
  Understand the attitude
  Their perception of the brand and mobile
  The way use the phone
  Do they have negative perception on our products
  What do we want them to think
  What do we want the message to deliver
  Does the message stays true to our brand personality
SMS
MMS
IVR
Outgoing calls
Bluetooth
location based services
interactive TV
in gamming
applications
Mobisites
And many more ...
Check out this amazing example
Mobile Mrt 101
Lets go in-depth into the most common
      effective practical tools
Bluetooth
© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
• Bluetooth Tags worn by promoters

• Content broadcast > 2 Meters

• More personal interaction generates better results

• Highly successful in retail, events and sponsorship




© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
• Bluetooth transmitters embedded in posters, MUPI’s, PoS, digital signage

• Turns static media interactive

• Each site can have localised content

• Sampling, data capture, competitions, coupons




 © Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
• Exhibition stands made interactive

• Sponsors displays issuing branded content

• Product video’s downloaded

• Random win competitions to attract people to sponsors
  displays or exhibition stands




© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
Mcoupon and mTickets
© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
• Individually unique coupons with sophisticated campaign controls

 • Delivered by SMS, MMS or Wap Push

 • Validated on special coupon redemption scanners

 • Campaigns can be ‘Push’ (send to database), or ‘Pull’ (‘Txt for coupon..’)




© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
• Ticket delivered directly to mobile phone
 • Fast access to venue
 • Opportunity to bundle sponsors coupons, information
 • General admission, VIP, Press or competition winners




© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
Mobisites
© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June
2009
• The web optimized for 850 + handsets

  • Integrated with mCoupons, mTickets

  • Linked to Bluetooth Marketing

  • Based on CMS with fast updates and content changes

  • Download and / or view multimedia files such as video




© Evolved Digital Media 2009   |   Contact: patrick@evolveddigital.tv   |   7th June 2009
mWeb                                                             SMS
                                                               Marketing
                                                                – WAP
                                                                 Push




                                                                                  mCoupons
                                Data
                               Capture                        mWeb                 – WAP
                                                                                    Push




                                                              Multimedia
                                                               – Video,
                                                                Audio


© Evolved Digital Media 2009   |         Contact: patrick@evolveddigital.tv   |   7th June 2009
Thank you!

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Mobile Mrt 101

  • 5. ME.
  • 6. 1. Starcom 2. Curiosity and interest
  • 7. Patrick Crosbie Founder and CEO of Evolved Digital Media, dedicated mobile marketing agency based in Dubai. Provides mobile marketing technology : mCoupon, mTicket, mWeb and Bluetooth as a Service. Works with regional advertising agencies, entertainment brands, telecoms companies, Automobile brands and hospitality sector.
  • 8. Why? 1. background Head of Innovation at Diageo’s new media division for two years. Executed over 2,000 mobile marketing campaigns 2. Great Experience Founder and COO of Redeemit Ltd, a dedicated mobile marketing agency that worked with Diageo, Coors, Apple, The Guardian. Created some of the worlds first mobile coupon and mobile ticket campaigns MENA Regional GM of EnQii, one of the worlds largest digital out of home media technology companies
  • 9. What is this session’s agenda?
  • 11. What is it? who uses it? where to use it? why to use it? when to use it? how to use it?
  • 13. the way you felt the day you forgot your phone at home
  • 17. 1. Was your mobile the 1st thing U saw today when U woke up? 2. Was UR mobile the last thing U saw yesterday B4 U went to bed? 3. Do you carry your phone almost all the time? 4. have you ever lent your mobile to a friend?
  • 18. “don't leave home without it”
  • 19. during the past 7 days
  • 20. Marketing 4P’s. product,we Over the past 6 months price, have experienced what it must promotion and place. Imagine have been like to sell websites how many dirham’s are being in 1995. Everyone knows they lost every year because people cant find the “place” they are need a presence but trying to reach.see what their just waiting to Now they can. competitor does first.
  • 21. I think you got the idea! :)
  • 22. Mobiles are: Very personal Very intimate Addictive Used constantly A necessity Fashion statement We all depend on it
  • 23. More facts? 200+ million subscribers in the ME 4 billion globally (expected to reach 5.5 billion by 2013) 100% penetration in ME UAE mobile phone penetration is 120% There are over 350 Billion SMS messages exchanged each month In the past 12 months, almost 3 billion mobile handsets were sold There are more mobile phones than personal computers Mobile advertising will rise from $648 million in 2008 to $3.3 billion in 2013 2007 global brands spent 5 billion dollars on wireless advertising
  • 24. So what the hell is mobile marketing?
  • 25. Mobile marketing: can refer to one of two categories of marketing. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a mobile phone (this is an example of horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards. Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. Over the past few years SMS has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association, as well, have established guidelines and are evangelizing the use of the mobile channel for marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the subscriber) remain an issue in many other parts or the world, partly due to the carriers selling their member databases to third parties. Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone. In North America the first cross-carrier SMS shortcode campaign was run by Labatt Brewing Company in 2002. Over the past few years mobile short codes have been increasingly popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the mobile shortcode as a mobile domain name allowing the consumer to text message the brand at an event, in store and off any traditional media. SMS services typically run off a short code, but sending text messages to an email address is another methodology. Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a given country for the use of brand campaign and other consumer services. The mobile operators vet every application before provisioning and monitor the service to make sure it does not diverge from its original service description. Besides short codes, inbound SMS is very often based on long numbers (international number format, e.g. +44 7624 805000), which can be used in place of short codes or premium-rated short messages for SMS reception in several applications, such as product promotions and campaigns. Long numbers are internationally available, as well as enabling businesses to have their own number, rather than short codes which are usually shared across a number of brands. Additionally, long numbers are non-premium inbound numbers. One key criterion for provisioning is that the
  • 26. is a long-range, electronic device used for mobile voice or data communication over a network of specialized base stations mobile satisfying needs and wants through an exchange process Marketing
  • 33. indirectly indirectly indirectly indirectly this question already answered I’ve ve
  • 34. You said that its on you 24/7
  • 36. In other countries its no longer a niche or trend! Mobile phone marketing has become the preferred ad tool The mobile channel is unique it is instantaneous intimate immediate I ignore it and 100 percent reach delete it Even the fact that you are ignoring a message itself is a response. They call it conversational marketing
  • 38. You have to be careful though!
  • 40. When and where to use it?
  • 43. Check out this amazing example!!
  • 46. How to use it?
  • 47. Many ways Depends what you want to achieve Your objectives, message and strategy mobile marketing is a channel Target audience Understand the attitude Their perception of the brand and mobile The way use the phone Do they have negative perception on our products What do we want them to think What do we want the message to deliver Does the message stays true to our brand personality
  • 48. SMS MMS IVR Outgoing calls Bluetooth location based services interactive TV in gamming applications Mobisites And many more ...
  • 49. Check out this amazing example
  • 51. Lets go in-depth into the most common effective practical tools
  • 53. © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 54. • Bluetooth Tags worn by promoters • Content broadcast > 2 Meters • More personal interaction generates better results • Highly successful in retail, events and sponsorship © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 55. © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 56. • Bluetooth transmitters embedded in posters, MUPI’s, PoS, digital signage • Turns static media interactive • Each site can have localised content • Sampling, data capture, competitions, coupons © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 57. © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 58. • Exhibition stands made interactive • Sponsors displays issuing branded content • Product video’s downloaded • Random win competitions to attract people to sponsors displays or exhibition stands © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 60. © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 61. • Individually unique coupons with sophisticated campaign controls • Delivered by SMS, MMS or Wap Push • Validated on special coupon redemption scanners • Campaigns can be ‘Push’ (send to database), or ‘Pull’ (‘Txt for coupon..’) © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 62. © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 63. • Ticket delivered directly to mobile phone • Fast access to venue • Opportunity to bundle sponsors coupons, information • General admission, VIP, Press or competition winners © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 64. © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 65. © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 66. © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 68. © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 69. • The web optimized for 850 + handsets • Integrated with mCoupons, mTickets • Linked to Bluetooth Marketing • Based on CMS with fast updates and content changes • Download and / or view multimedia files such as video © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009
  • 70. mWeb SMS Marketing – WAP Push mCoupons Data Capture mWeb – WAP Push Multimedia – Video, Audio © Evolved Digital Media 2009 | Contact: patrick@evolveddigital.tv | 7th June 2009