Mobile marketing webinar Alcatel-Lucent and Proximity BBDO

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Webinar subject: How to Apply Mobile Applications and an e-wallet within your Media, Promotion and Communication Mix

Target audience:
- Enterprise: merchants, retailers, brands, verticals
- MNOs: Value added services, mobile payment, mobile marketing, mobile advertising

Speakers: Jo Heirman, Proximity BBDO (part of Omnicom group) + Toon Coppens, Alcatel-Lucent Mobile Wallet Service

Webinar recording available at: http://w.on24.com/r.htm?e=243024&s=1&k=9597DB465C3611C46862AE9CCE845E52

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  • Brand building > awareness, notoriety, image, customer experienceBrand/Sales Activation : trial, 1st purchase, repeat, cross, upgradeInformation : identification & contact, transactions, interaction, qualifiersCost reduction (cost of cash money & card transaction fees)Customer AcquisitionCommercial ObjectivesFrom Lead to dealAwareness, Interest, desire, activationTechniquesLead GenerationLead Qualification & Follow UpTrialCouponingCustomer RetentionCommercial ObjectivesSatisfaction, Commitment, engagementLoyaltyFrequency, Upgrade, cross salesTechniquesSales activationLoyalty Programs
  • Brand building > awareness, notoriety, image, customer experienceBrand/Sales Activation : trial, 1st purchase, repeat, cross, upgradeInformation : identification & contact, transactions, interaction, qualifiersCost reduction (cost of cash money & card transaction fees)Customer AcquisitionCommercial ObjectivesFrom Lead to dealAwareness, Interest, desire, activationTechniquesLead GenerationLead Qualification & Follow UpTrialCouponingCustomer RetentionCommercial ObjectivesSatisfaction, Commitment, engagementLoyaltyFrequency, Upgrade, cross salesTechniquesSales activationLoyalty Programs
  • The media mixEvaluation CriteriaReachImpactCost/ContactPossible mediaMass media1-to-11-to-manyAt home, on the move, in storePrint, online, mobile, …The role of creativity
  • Mobile marketing webinar Alcatel-Lucent and Proximity BBDO

    1. 1. Mobile Wallet ServiceHow to apply mobile & contactless applications and an e-wallet within your media, promotion and communication mix<br />Toon Coppens<br />Alcatel-Lucent<br />Jo Heirman<br />Proximity BBDO<br />
    2. 2. Agenda<br />Introduction<br />Business context<br />Mobile phone enhancing the wallet<br />Use cases<br />Solution components<br />Conclusion<br />
    3. 3. The presenters<br />+<br />Jo Heirman<br />Toon Coppens<br />Mobile Wallet Service<br />CRM – 360 Agency<br />
    4. 4. Business Context<br />
    5. 5. Structure for the business context<br />m<br />Channels & Media<br />Timing<br />Objectives<br />Programs<br />Budget<br />t<br />Target Groups<br />Tools<br />Organisation<br />ROI<br />
    6. 6. Marketing Communication objectives in a sales activation & loyalty context<br />
    7. 7. Target Groups & The Customer Decision Process<br />On Targeting<br />Behavioural<br />Socio-demografic<br />Lifestyle<br />adoption<br />
    8. 8. The media mix? Mobile marketing channels?<br />Personal impact<br />Reach<br />Cost/contact<br />Self service channels : cards, stickers, online, mobile web, mobile apps, NFC phone, 2D barcodes<br />Retail channels : Cashier, payment terminal, desk terminal, In store screens, specific in store devices…<br />
    9. 9. On tools<br />Type of tools: billboards, pos materials, folders, coupons, vouchers, cards…<br />Call-to-actions: register, buy, ask for more information, pay, save points<br />Program opportunities : loyalty schemes (club & savings programs), coupon programs, gift vouchers, prepaid techniques…<br />
    10. 10. Mobile phone enhancing the wallet<br />
    11. 11. Near future: mobile phone as Swiss knife of secure mobile applications<br /><ul><li>web
    12. 12. access</li></ul>%<br /><ul><li>couponing
    13. 13. communication
    14. 14. payment
    15. 15. advertising
    16. 16. loyalty
    17. 17. transport</li></ul>Near Field Communication technology<br />
    18. 18. Every card becomes a mobile application<br />Real time Balance<br />Transaction history<br />Business expense<br />On the fly subscription<br />Personal coupons<br />P2P transactions<br />Personal coupons<br />
    19. 19. Secure identification technologiesNFC Bridging technologies<br />Contactless IDs & terminals<br /> Other Identification technologies<br />2D barcode:<br />Biometrics<br />Contactless card<br />Contactless sticker<br />Contactless keyfob<br />Contactless terminals<br />13 | Touchatag |April 2010<br />
    20. 20. Mobile marketing & payment – industry status<br />Source: Retail Info Systems – March 2010<br />Source: Retail Info Systems – March 2010<br />
    21. 21. Use Cases<br />
    22. 22. Starting guide<br />Applications<br />Channels<br />Models<br />Services<br />Objectives<br />Saving<br />Contactless card/sticker<br />Closed vs Open loop<br />User Self registration<br />Sales increase<br />Coupon Services<br />Online / Mobile Web<br />(e)-PoS Integrated vs non integrated<br />Reporting & Analytics<br />Sales frequency<br />Gift voucher<br />Mobile application<br />Sales activation<br />Balance interface for web / mobile<br />Uniform vs segment based program<br />Prepaid<br />NFC phone<br />Shopping analytics<br />Club card (access..)<br />2D barcode<br />Know your customer<br />Open ended vs time limited campaigns<br />M-Commerce<br />Opex reduction<br />
    23. 23. Use cases<br />* 3rd party use case<br />
    24. 24. P&G PampersMobile CRM program<br />
    25. 25. 19 | MWS for Purchasing |June 2010<br />Makro & MetroPersonalized promotions at PoS<br />
    26. 26. GuinnessSales activation via mobile game<br />
    27. 27. City marketingCity loyalty card <br />+ 100 points at swimming pool<br />+ 150 points at library<br />-60 points for free access voucher museum<br />Loyalty Wallet<br />21 | Touchatag |April 2010<br />
    28. 28. City marketing: the Flow<br />Purchase your card<br />Get free offers<br />Tag your presence & get points for additional rewards<br />Shout your participation<br />Get personalized & location based information<br />
    29. 29. Sanoma Magazines & Sanoma MVNOContactless loyalty & prepaid stickers for magazine sales<br />
    30. 30. Netlog life passSocial Media virtual credits earn & burn at PoS<br />
    31. 31. Compass Group – UKPrepaid account for enterprise campus<br />
    32. 32. Starbucks* Mobile application for closed loop prepaid and loyalty<br />* 3rd party use case<br />
    33. 33. Solution & Components<br />
    34. 34. Alcatel-Lucent Mobile Wallet Service (MWS)<br />consumer<br />Balance check<br />Communication<br />Communication<br />Mobile Wallet Service<br />Reporting & Analytics<br />SMS<br />PoS<br />Profile server<br />administration<br />transactions<br />Campaign management<br />WEB<br />Program Database<br />Admin (merchant /brand)<br />consumer<br />Mobile Application<br />Consumer registration<br />APIs<br />Social networks<br />External Payment networks<br />28 | Touchatag |April 2010<br />
    35. 35. <ul><li>Alcatel-Lucent
    36. 36. stored value account
    37. 37. card management
    38. 38. reader management
    39. 39. rule management
    40. 40. transaction management
    41. 41. Proximity BBDO
    42. 42. Customer & Campaign Management
    43. 43. City ICT
    44. 44. POS Infrastructure
    45. 45. ticketing systems
    46. 46. logistics management
    47. 47. 9 months implementation process</li></ul>Administrator<br />Card Holder<br />Cashier<br />Admin <br />Console<br />Registration Application<br />My Card<br />Proximity BBDO Front-end Applications<br />MWS <br />API<br />Admin <br />Console<br />Rule <br />Manager<br />Management platform<br />Stored Value Account<br />Application Cor-relation Service<br />Workflow mgmt<br />Card mgmt<br />Affiliates, Locations<br />Transactions<br />Points<br />Offering<br />Rewards<br />Correlation API<br />29 | Touchatag |April 2010<br />Example: City marketing implementation<br />
    48. 48. Mobile wallet service management<br />
    49. 49. Closed loop prepaid solution<br />Opportunities:<br />Lower interchange (Merchant Service Charge) fee<br />Earn float of prepaid money<br />Customer loyalty<br />31 | Touchatag |April 2010<br />Requirements<br />Stored Value Account<br />Wallet top-up via Payment Gateway<br />Secure identification technology for payment (web, contactless, 2D barcode)<br />Point of sale terminal & register integration<br />Stored Value Account<br />
    50. 50. 32 | Touchatag |April 2010<br />Co-branded prepaid card<br />Opportunities:<br />Issuing fee<br />Branding<br /><ul><li>Requirements
    51. 51. Visa and Mastercard issuing license
    52. 52. Visa and Mastercard acquiring license</li></li></ul><li>Conclusion<br />
    53. 53. Conclusion<br />Customers are ready<br />Technology and applications are ready<br />The industry is getting ready<br />Are you ready?<br />Contact: <br />EMEA: toon.coppens@alcatel-lucent.com<br />N-America: brian.stout@alcatel-lucent.com<br />Source: Retail Info Systems – March 2010<br />
    54. 54. http://www.alcatel-lucent.com/mws<br />www.alcatel-lucent.com<br />35 | Touchatag |April 2010<br />35 | NAR Business Development | November 2009 <br />

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