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www.theMobileAgencyofRecord.com

Mobilizing Your CompanyIs Mobile Marketing All Hype or Marketing’s Next Frontier

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Carlson Mobile

Global mobile messaging delivery platform• Recognized as a Top 10 global mobile agency• Exclusive partnership with Nokia Interactive• Fully-integrated with our robust IT systems and technology platforms• Developing approaches to accelerate clients’ mobile marketing

Significant investment in on-going 3rd screen R&D• Created core mobile products (Text DEMO to 739273)• Producing customizable ringtone store and other redemption systems/patents

Worldwide reach with global team• Dedicated mobile team in US, Canada, London, Dubai, Brussels, Seoul & Sydney• Real insights into different drivers & dynamics in each global region

Leading industry & m-commerce champions • Active board members & leaders of dotMobi & MMA• Known experts in mobile commerce & micropayments

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Companies We MobilizeFord

British Airways

NWA

Visa Prepaid Cards

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Companies We MobilizeSaturn

Sun Microsystems

KitchenAid

AT&T

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Mobile Marketing Today and Tomorrow

The Facts and Figures

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Today: Everybody’s Mobile

Worldwide Penetration: 3 billion connections and quickly growing

While 3 babies are born every second around the world, 38

mobile phones are sold

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Today: Everybody’s Mobile

227 million Americans use wireless devices on a daily basis

• Over 65% use phone for more than voice

• 63% use text messaging

• Americans send more than 14 billion text messages per month

• 32% of mobile phone owners access the mobile internet

• Young adults (18-24) spend approximately 7.5 hours on phones weekly

Brand marketers getting on board

• By 2010, 50% of brands will spend 5-25% of their budgets on mobile

• 89% of brands expect to use text & multimedia messaging by 2008

1 in 5 users express high interest in mobile marketing as long as marketers deliver valuable content

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10

1

53

30

26

11

1

56

36

28

21

6

12

4

63

42

30

22

1

12

8

63

55

14

4

73

68

54

20

0 21

0

45

*

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Total US Subs SMS WAP MMS Downloads

Q4 2006

Q1 2007

Q2 2007

Q3 2007

Q4 2007

Mobile Content Subscribers (in millions)

Today: Mobile’s Growth

Source: Telephia bill panel and surveys

YoY GrowthAll Subs 14%

SMS 43%

WAP 38%

MMS 125%

Download 111%

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Today: Growth Beyond Teens

Source: M:Metrics

0

20

40

60

80

100

120

140

160

180

200

13-17 18-24 25-34 35-44 45-54 55+

Mobile Messaging Index (by Age) - 2007

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Today: Growth Beyond Teens

Source: M:Metrics

0

20

40

60

80

100

120

140

160

180

200

13-17 18-24 25-34 35-44 45-54 55+

Mobile Messaging Index (by Age) - 2008

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Today: Growth Beyond Text Messaging

16%

10%

9%

8%

7%

5%

3%

2%

40%

0% 10% 20% 30% 40% 50%

Purchased wallpaper or screensaverDownloaded mobile gameUsed work e-mailUsed mobile instant messagingUsed personal e-mailPurchased ringtone/musicBrowsed news and informationUsed photo messagingSent text message

Mobile Usage in the US (% of mobile subscribers) - 2007

Source: M:Metrics

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Today: Growth Beyond Text Messaging

21%

13%

11%

10%

8%

6%

3%

3%

47%

0% 10% 20% 30% 40% 50%

Purchased wallpaper or screensaverDownloaded mobile gameUsed work e-mailUsed mobile instant messagingPurchased ringtone/musicUsed personal e-mailBrowsed news and informationUsed photo messagingSent text message

Mobile Usage in the US (% of mobile subscribers) - 2008

Source: M:Metrics

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Text is still priority but web browsing is hitting the masses

• Search, news and entertainment on the go

• Shopping now

• Music goes mobile

• Social networking in social settings

Today: Key Behaviors

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Tomorrow: What’s Next

From need-to-know to need-it-now access when:

• T9 becomes a language

• Standards exist

• 3rd screen becomes the 1st screen for many

• Proximity-based text messaging takes targeting to a new level

• GPS-enabled phones & cookies collide

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Integrating Mobility into Marketing

Overcoming the Hype and Seizing the Hope

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What All Marketers Want

Regardless of channel or technology, marketers today seek:

Access to the most personal communication channel

Opportunities to get as close as possible to the point of purchase

Ability to spark word of mouth

Seamless alignment of all communications

Occasions for on-going engagement of customers

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What Mobile Marketing Delivers

When deployed properly, mobile marketing provides:

Access to the most personal communication channel

Opportunities to get as close as possible to the point of purchase

Ability to spark word of mouth

Seamless alignment of all communications

Occasions for on-going engagement of customers

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The Opportunity (& The Hype)

Mobile marketing can achieve marketers’ many needs

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The Reality

It’s like 1996 all over again.(We’re close but barriers exist)

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Why We Are Close

Consumers: Critical mass has been achieved

• 92% of Americans will have a mobile phone by 2009

Handsets: Advancements occur rapidly

• Improved CPU, Storage, Displays, OS, API, UI, Battery

Carriers: Networks are gaining speed

• Move from analog to digital to broadband

Platforms: Services have matured

• Readily available mobile software and service development interfaces

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Why We Are Not There (Yet)

Consumers: New services are foreign to mainstream

• Only 3 in 10 have ever accessed the mobile Internet

Handsets: Too many options

• Consumers still have their RAZR from last year

Carriers: Networks are not on the same page

• Inoperability across carriers who are focused on customer acquisition

Platforms: New technologies emerging everyday

• Many players, many steps and no standards (regionally or globally)

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Those who cannot remember the past are condemned to repeat it.

– George SantayanaReason in Common Sense, 1906

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The Key Question

If you knew today what you know today about the Internet, but it was 1996 – you would act differently, right?

Why not apply the same logic to mobile?


Three Factors for Success

How to Use Mobile to Create High Value Relationships

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The 1st Factor

Integrating mobile requires knowledge of which of the many tactics achieves your objectives and strategies

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The 1st Factor: Knowing the Right Tactic

Messaging

SMS/MMS Campaigns

Text Alerts

Text-to-Screen

Data Capture (Survey/Voting)

Rebate & Coupons Codes

Voice Campaigns

Proximity/Location Services

Browsing

WAP/dotMobi Sites

“On Deck” Experiences

Commerce & Storefronts

Mobile Advertising

Mobile Search

Click-to-Call

QR Codes

Downloading

Ringtones/MP3s

Wallpapers, Icons

Launchers

Tickets/Barcodes

Video

Applications

mWallet

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The 2nd Factor

Don’t just mobilize campaigns, mobilize your company

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The 2nd Factor: Mobilize Your Company

Don’t simply extend a campaign: Start at the core:

We believe this is the key difference between “nice attempts” and “long-term success”

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Mobilizing Companies

Mobile is part marketing, part operations

Mobile marketing extends beyond simple awareness. Most of today’s mobile engagement is based on utility. Mobile must engage consumers via functional messages currently delivered through other channels or that don’t already exist

Mobile is best when part of multi-channel mindset

Mobile is a natural complement to existing marketing activities to help provide a seamless experience between online, in-store and on-phone. Its effectivenessis elevated when its strengths of immediacy and “snack-ability” are leveraged.

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Mobilizing Companies

Mobile is the ultimate advocacy mechanism

The intrusiveness of mobile marketing requires brands to create trust or risk alienating consumers. The value exchange at the core of every meaningful 1to1

dialogue is directly in the spotlight in the mobile channel, requiring a keen focus on what you’re

offering.

Mobile is the best way to get close to consumers

While the Internet provides opportunity to understand consumer relevancy & value while gathering critical data, mobile goes further with the added dimension of

proximity. We can now focus on how we market nearer to the consumer & the sale

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The 3rd Factor

More personal than an IP address, data can be tied back to an individual (& known) mobile phone number

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The 3rd Factor: More Relevant Data

Standard Marketing Performance

Demonstrate the ability to increase the brand reach and hand raising through new mobile interactionsAcquisition KPIs

Show consumer inclination to connect through the mobile channel by taking into account interactions such as client

streams, campaign opt-ins/outs, depth of interactionEngagement Indexes

Show the consumer’s progression downward through the sales funnel by measuring their willingness to

provide data or use mobile services/toolsEffectiveness Models

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The 3rd Factor: More Relevant Data

Standard Customer Intelligence

Enhanced Customer Intelligence

Similar to data captured through other forms of interaction such as name, address, email, phone, purchase intent, product(s) of interest, preferred point of purchase, etc.

Traditional Lead Data

Gathered during browsing, consists of mobile phone number, carrier, phone OEM, handset OS, location (if

handset GPS is activated), mobile browser type/versionMobile Header Data


Lessons to Learn From

Best Practices from Around the World

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Voice

Anytime, anywhere

PERSONAL CONNECTION

Text

Always worn

SELF EXPRESSION

Ring tones

Handset

Camera

What are the drivers behind mobile use?

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Best practices

1. Be relevant:: person, time, place, purchase history

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Details of a meeting or event to have in hand

From: Travelodge

Thanks for booking Travelodge Brighton. Arr: 9-06-06 Dep: 10-06-06Yr ref: BD9805Please click on the linkto view map/directions. Any queries call01273 56990.

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Directions Approaching from London

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Directions

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From: Travelodge

Thanks for booking Travelodge Brighton. Arr: 9-06-06 Dep: 10-06-06Yr ref: BD9805Please click on the linkto view map/directions. Any queries call01273 56990.

Confirmation

From: Travelodge

Thank you for visiting TRAVELODGE. We value your feedback. How warmly do you feel about your stay? Please textback using a 0-10 scale (cold-hot).Thank you.

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Thank you/research

Hotel bookings and timely satisfaction monitoring

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Best practices

1. Be relevant: person, time, place, purchase history

2. Be brief: not a ‘reading’ medium, a ‘snacking’ medium

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Best practices



3. Capture impulses: response, voting, text to win

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‘Text in’ is the simplest mechanic, capturing customer impulse for response off other media

All types of engagement and data capture opportunities

• Text to win

• Text to vote

• Text to register

• Text for details

• Text your view

• Text to join

• Text for coupon

• Text for WAP URL

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Best practices




4. Instantly reward: provide simple, quick gratification

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Super Bowl promotion to launch15 new Pepsi can designs

Idea:• 4 mobile banner ads on Sprint portal in 5 day lead

up to Super Bowl

• Ad mechanics: click to download branded wallpaper, click to win tickets, click to view video of new can designs, click for live video updates of the game

Results:• 4.65% average CTR (peak 11.5% CTR)

• Wallpaper download more popular than click to win tickets (175,000 downloads)

• More than 50% of clicks downloaded wallpaper

• More than 60% of clicks viewed video

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Post-click ad mechanics are an essential ingredient of mobile advertising, delivering instant customer reward/engagement, including:• Click to view a video

• Click to call a representative• Click to find your nearest store• Click for a gift idea• Click to download mobile content• Click for a coupon• Click to do a quiz• Click to enter a sweepstake• Click to spec out your new car

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Best practices




4. Instantly reward: provide simple, quick gratification

5. Exploit unique features of mobile:• Always accessible

• Call device

• Stored on person

• Personally expressive

• Camera

• Games and music on the go

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Use camera to upload pictures and/or video to screen or web site

Ideal for blogs, competitions, enhancing event sponsorships

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Drive traffic to BP gas stations via Wild Bean Café offer• Raise awareness of coffee offering

• Build database for future activity

Idea:

• Text in to short code for unique SMS coupon

• Go to any BP/Wild Bean Café and use coupon to receive free coffee

Results:

• Largest secure mobile coupon scheme to date (1,000 enabled stores)

• Tens of thousands of voucher requests to date

• Response rates <10%

• Redemption rates 5–10%Options Reply

Inbox

Thanks 4 your entry. Read voucher no. 123456 to Wild Bean Café cashier to get a free coffee. Valid once, only ‘til Nov. 1, 2006.

www.theMobileAgencyofRecord.comwww.mobileagencyofrecord.com

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