george karantonis
Post on 14-Oct-2014
156 Views
Preview:
TRANSCRIPT
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Velti Case Study
e-Commerce & e-Governance: entrepreneurship areas
for young computer scientists
Samos, April 2011
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Table of Contents
I. Company history 2
II. Velti today 12
III. What we do 20
IV. Key lessons learnt 56
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
I. Company History
CONFIDENTIAL & PROPRIETARY
Velti is a leading global provider of mobile
marketing and advertising technology and
solutions that enable brands, advertising
agencies, mobile operators, and media to
implement highly targeted, interactive and
measurable campaigns by communicating
with and engaging consumers via their
mobile devices.
CONFIDENTIAL & PROPRIETARY
11 exciting years
Velti was founded in 2001 in Athens, Greece, by Alex Moukas and Chris Kaskavelis
The same year, Nicholas Negroponte, then the laboratory chairman of Massachusetts Institute of Technology's Media Lab, joined the company as a non-executive director.
In 2002, Velti secured its first SMS alerts project with Vodafone; by the end of that year, the company had reached 35 employees.
Velti launched its expansion into the United States in 2003 with the creation of a U.S. sales team based in a new office in Boston, Massachusetts.
Over the following three years, the company created text messaging applications for Sony Ericsson and Odeon, won its first contract with Telecom Italia (TIM).
In 2005 Velti Center of Innovation was founded
After a 2006 initial public offering on the London Stock Exchange's AIM Market, Velti further expanded its U.S. operations with the opening of an office in New York.
In 2007 a San Francisco office was created.
CONFIDENTIAL & PROPRIETARY
Velti grows with partnerships & acquisitions
In 2007 Velti partnered with the Interpublic Group to create Ansible, a mobile marketing joint venture.
2008 saw the opening of a new office in Beijing and an investment in CASEE, the largest mobile advertising exchange in China.
In India, Velti partnered with HT Media Limited, India’s second-largest media group, on a mobile marketing joint venture called HT Mobile Solutions, operating in New Delhi and Mumbai.
In 2009, Velti announced the acquisition of Ad Infuse, a provider of personalized mobile advertising in the U.S.
In 2010, Velti launched its current flagship solution, Velti mGageTM mobile marketing platform, which by the end of the year had run over 2,700 campaigns for more than 800 customers.
Also in 2010, the company announced the acquisition of Media Cannon, a developer of mobile advertising tools and technology.
5
CONFIDENTIAL & PROPRIETARY
In Q4 2010, Velti acquired Mobclix, a leading public mobile exchange that optimizes publisher yield by matching them with global ad networks: • 5,000,000,000+ monthly ads served • 15,000+ mobile application developers • 20+ global ad networks • 4 Targeting Methods – Audience, Geo-Targeting, Content Category, Behavioral • 3 Device Platforms – iPhone/iPad, Android, Microsoft 7 • Pricing – CPM and Performance • Media Types – Interactive Rich Media and Banners • Inventory Types – Apps and Mobile Web • 1 industry leading SDK
CONFIDENTIAL & PROPRIETARY
Velti Hits NASDAQ!
Jan 28, 2011 Velti announced
it’s public offering on the NASDAQ
First sole Mobile Marketing
company to list on NASDAQ in
history!
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
II. Velti today
CONFIDENTIAL & PROPRIETARY
The Company: A Global Leader 10-year history of strong profitable growth
Leading technology
Customers include 8 of the top 10 and 13 of the top 20 mobile carriers
500+ employees (250+ engineers)
The Opportunity: A Booming Market Mobile Marketing and Advertising market is growing 40% annually (will
reach $29 billion by 2014*)
Velti’s platform can reach 2.75 billion consumers
The Platform: Velti mGage ™ In the first 9 months of 2010, executed 1,500 campaigns for 600
customers on five continents
First complete, end-to-end mobile marketing platform
Media Inventory reaches 5+ billion monthly impressions
*ABI Research, 2009
Velti is a Profitable, Rapidly-growing Software Company,
Providing SaaS Solutions for Mobile Marketing and Advertising
9
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
A Global Leader in Mobile Marketing
Size and Capabilities Organic revenue, earnings growth
2010 revenue $116.3m / adj. EBITDA $27.2m
Profitable, solid margin expansion in 2009
Revenue growth of 70%+ in past 5 years
90% revenue contribution from software as a service (SaaS) and performance-based
Existing customers growing @ 130% YoY
Key Joint Ventures in China and India
Strategic acquisitions AdInfuse, DigitalRum, Media Cannon
Joint venture with IPG, working closely with all major agencies globally
500 employees
250+ engineers
Over 2,000 campaigns in 2009
825 global brand, agency and mobile operator customers
Operations in 35 countries
2.5 billion consumers reachable through Velti’s mGage platform
HQs in London; offices in San Francisco, New York, Boston, Madrid, Athens, Sofia, Nicosia, Moscow, New Delhi, Mumbai, Dubai, Beijing, Shanghai
CONFIDENTIAL & PROPRIETARY
Blue Chip Customer Base in 31 Countries
11
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Operators
Agencies & Brands Media Groups
Integrated Mobile Marketing and Advertising (TV, Print, Interactive)
Content Delivery through Mobile
Customer Base Monetization through Mobile
Velti simplifies complexity and addresses the unique needs of multiple groups, allowing them to manage the mobile marketing and advertising process from start to finish.
How We Are Positioned in the Mobile Ecosystem
Mobile Marketing Solutions
Mobile Advertising Solutions
Scalable Planning, Management, and Monitoring of Mobile Campaigns
Mobile Marketing, Advertising and Brand Loyalty
Content Management and Rendering Platforms
Customer Acquisition and Self Service Solutions
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Velti is allied with major international technology
partners
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Non-Executive Directors Executive Directors
David Mann, Non-Executive Chairman Former Group CEO of LogicaCMG plc. Past President of the British Computer Society
Nicholas Negroponte, Non-Executive Director Non-Executive Director of Motorola, Inc. MIT professor and founder of Media Lab; One Laptop Per Child founder
David Hobley, Non-Executive Director Non-Executive Director of Orange. 35 years of investment banking experience with UBS Warburg
Jerry Goldstein, Non-Executive Director Former Executive Director and Board Member of Citicorp Investment Bank in London. 32 years of investment banking experience
Alexandros Moukas, CEO Co-founder of Velti. Previously co-founder of FCI M.S. MIT Media Lab & Sloan School of Management Chris Kaskavelis, COO Co-founder of Velti. Previously at TCA Software Ph.D. Boston U.; B.Sc. Brown University Menelaos Scouloudis, Chief Commercial Officer Previously at McKinsey, NY. MBA, Harvard Business School. MS, MIT. Wilson Cheung, CFO Previously at AXT, Inc., and Yahoo! B.A. degree in Economics/Business from University of California, LA. A certified director of corporate governance from UCLA’s Anderson Graduate School of Management Sally Rau, Chief Admin. Officer and General Counsel Previously partner at DLA Piper. Over 25 years of experience as a corporate and securities lawyer. J.D., University of Oregon; A.B., Univ. of California, Berkeley.
Executive Officers
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
III. What We Do
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
What is Mobile Marketing?
Mobile Marketing
Traditional Advertising Mobile Advertising Click Here
Locate a Store Join Loyalty
Club
Download
Mobile Content
Mobile Internet
Site
Enter
Competition
On Pack
Promotion
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
What We Do
MOBILE CRM MOBILE MARKETING CREATIVE & MOBILE
INTERNET
MEDIA PLANNING
BUYING & DELIVERY
End-to-End Mobile Advertising and Marketing Platform Solutions
• Mobile • SMS • MMS • Mobile Internet • Mobile video • Mobile TV • Mobile media research • Traditional media plan
convergence with mobile • Purchase mobile ad inventory • Mobile ad serving & ad routing
• Mobile web sites • Mobile portals • Mobile blogs • Branded mobile content • iPhone applications • Downloadable applications • Branded games • Mobile widgets
• Mobile clubs • Couponing • Mobile content • Contests • Alerts and tips • Photo / text to screen • Green screens • Image remix applications
• Mobile communities • Mobile broadcasts • Member management • Segment management • Member rewards • Multichannel registration • Advanced profiling
ANALYTICS
ADVERTISING MARKETING
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Mobile: 24/7, ubiquitous, engaging, measurable
ABI research predicts that the market for mobile marketing and advertising will reach $19 billion by 2011
(1) Visiongain, 2006
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Analysts expect solid growth in mobile advertising
Source: Zenith Optimedia, PriceWaterHouse Coopers, ABIresearch
2006 2007 2008 2009 2010 2011
1.6
27
36
3
45
5
52
8
61
12.7
73
18.6
Global Online Advertising Spending Global Mobile Marketing and Advertising Spending
Mobile Devices
PCs
4.0
1.0
Devices
Mobile Users
Internet Users
Users
3.3
1.45
CONFIDENTIAL & PROPRIETARY 20
Reach
The Velti mGageTM Platform
Advertising Marketing Results
Engage Convert
Campaign dashboards
Conversion Tracking
Mobile Media
Marketplace
Ad Server/Ad
Router Site and App Builder Analytics
Ad Exchanges
Media research
Media planning
Traditional media
Ad Serving
Mediation Router
Mobile sites
Landing Pages
Mobile Apps
Mobile Marketing CRM
Mobile coupons
Mobile commerce
Mobile social media
70 templates
Profiling, Segmentation
Loyalty
Cross-sell, Up-sell
Analyze Remarket
mGage software platform enables operators, brands, agencies and
media companies to execute mobile marketing and ad campaigns
Campaign planning and optimization
End-to-end campaign management
Optimization across full-scale of mobile media
20
Global execution
CONFIDENTIAL & PROPRIETARY
Mobile Marketing
Strong Mobile Marketing and Advertising Proposition
LSC
• The most powerful and effective mobile marketing activity
• Reaches all the Operator’s customers
• Directly impacts ARPU • Builds opt-in databases • Creates profiles and
customer segments
Opt-in
• Utilizes and further segments customer profiling, acquired through the LSC campaign
• Segmented customer base can be targeted separately for 3rd party personalized offerings
Loyalty
Through Velti Top Code and Mobile Communities program, we enable customer rewards and reduce churn
CONFIDENTIAL & PROPRIETARY © 2010 Velti. All rights reserved
With an innovation layer to help our customers differentiate
Virtual worlds
Mobile applications
Interactive screens
Augmented reality Smart codes
22
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Orange Spain: ‘MIO’ Permission Based Advertising
Solution Objectives Results
Over 67,000 customers
opted in and advertising
campaigns launching
5,000 customers register
week over week
Invitation tool highly
successful in terms of
recruitment, accounting for
more than 35% of joiners
MIO customers guaranteed to
receive free offers and promos
directly to their phone
„Invite a Friend‟ tool provided
a quick and easy way for
subscribers to invite their
friends and family to opt-in to
the program
Seamless integration with social
networking sites
23
Increase ARPU
Reduce churn
Competitive Differentiation
Increase VAS revenues thru
use of 3rd parties
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Vodafone Greece 1+1: 3rd Partnership Loyalty Marketing
Solution Objectives
Entire customer base
Customers text a key word to a
short code to receive mobile
coupon
Deploy coupons through mobile
phone based promotion
Analytically driven and aligned
with brands = Next best model!
Location based and social
networking
24
Increase ARPU
Reduce churn
Understand customer preferences
Stimulate usage
Customer satisfaction/NPS
Brand alignment and competitive
differentiation = customer
exclusivity
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
ODEON and Cineworld – Large Scale Campaign
Solution Objectives Results
Promoted via digital big-screen
ads, 6-sheets, washroom and
standees the campaign was a
great success engaging almost 3%
of digital screen viewers,
distributing over 500 prizes,
building an opt-in database of
over 25,000 users, and averaging
a play per user average of over 4
SMS each
Using Velti‟s LSC model, we
established a TEXT2WIN
campaign offering cinema-
goers the chance to win
hourly cinema tickets, a daily
iPod Touch and a grand prize
of £10,000 at the end of the
6 week campaign
25
Establish customer
engagement
Create an mCRM
programme
Generate a new revenue
stream from house
advertising spots, across
their 200 UK cinema sites
From: 80210 Welcome to Text2Win... Keep playing to increase your chance of winning great prizes. Good luck!
£1/SMS
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
A&N Media Mobile CRM & Premium Rate SMS
Solution Objectives Results
Circa 500 campaigns executed per
month
Circa 50,000 unique users
reached per month
A&N Media forecasts a multi-
million pound revenue stream, via
mobile over the next few years
A&N Media selected Velti as
their Group provider of
mCRM and Premium Rate SMS
services
The Velti mCRM platform
manages and tracks their
500+ monthly campaigns
26
Increase activity levels
Develop a mobile services
strategy to help monetize
their data and strengthen
their mCRM and Opt In
Advertising programmes
Manage the SMS traffic driven
from their many promotions,
puzzles and comments pages
From: 65100 Thank you. We will call you within 7 days if you win. Join Metro’s loyalty club for great offers? Reply Yes.
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
SKY Banner Ad Serving, iPhone Apps
Solution Objectives Results
The Ad Server is currently serving
an average of 30 simultaneous
campaigns and ~60M impressions
per month. Over 80% of those
impressions are delivered through
the iPhone applications. Their
average CPM is 4.5 GBP and their
Impressions increase is about
20%/month
The solution follows the ASP
model and SKY has full control
of the platform for creating
campaigns. The ad servers are
located in our London data
center.
Velti‟s Ad Server Platform is
currently serving:
WAP 4 dimension ads
iPhone Application Ads
27
SKY integrated the Velti
mGage Ad Server with its
iPhone apps in September
2009. The integration was
based on our standard APIs.
Currently over 80% of SKY‟s
in-app ad impressions come
from these apps, in less than
three months.
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Argos Case Study
Solution Objectives Typical Results
>100 million SMS messages deployed
in „09 of reservations and
notifications
Reservation to purchase rate of >60%
SMS reminders increased the
reservations to purchase rate by a
further 18%
Total active and unique mobile
community users – 6.25M
Users who used the system mroe
than twice >40%
Argos Text and Take Home
service enables customers to
query and reserve a product
from the Argos catalogue by
sending an SMS to a short or
long code
Customers are further
rewarded through mobile
promotions and discount
coupons sent directly to
their mobile phones
28
Give customers a quick &
instant medium to interact
with the brand
Provide a valuable service
that allows them to learn
the price, availability &
nearest location of any
catalogue item
Build brand loyalty
Retain customers when
their desired item is out of
stock
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Johnson & Johnson Case Study
Solution Objectives Typical Results
Launched in August 2007 and is still
active alerts average growth per
month: 263%
94% of users that registered for
alerts remained registered after one
year
93% of users that registered for
mobile club remain registered
Mobile communities through
which “BabyCenter” visitors
can receive news and updates
on J&J products
Two Sponsored alerts services
with relevant “BabyCenter”
information
WAP site
Service is available in English
and Spanish
29
To further strengthen its
brand awareness and
engage its customers, J&J
created a comprehensive
“BabyCenter” mobile
promotional package
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Ford Focus: Effective brand interaction on mobile
Banners targeted to 18-34
year olds
Landing page interaction
where users could customize
their dream car
Sweepstakes – users who
customized the cars entered
to win their model
Solution Objectives Results
12% CTR
30k users customized their own
car to enter the sweepstakes
95% increase in Brand
Familiarity
29% increase in Brand
Favorability
30
Ford Focus sought to drive
awareness of the new 2008 car
model among adults 18-34
Create a viral buzz and peer-to
peer promotion
Encourage consumers to
customize their own car
Overall Brand Metrics
16.2%
60.8%
31.6%
78.7%
0%
20%
40%
60%
80%
100%
Brand Familiarity Brand Favorability
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Coca Cola Growing Product Sales While Engaging
Customers Exploring The Mobile Channel – ‘Happiness
Factory’
The campaign was promoted via
On-pack SMS promotion in
which participants voted for
their favorite character from
the Happiness Factory
By sending a message with the
number of the chosen
character and a unique code
printed on each Coca-Cola
bottle, users were entered to
win various prizes including
30 pallets of Coca-Cola, 20
tickets for Madonna concerts
and 10 Sony Ericsson mobiles
Every correctly registered
participant received free ring
tones or wallpapers just by
entering the promotion
Solution Objectives Results
The campaign proved a
successful means to engage
users, with entrants to the
competition sending an average
of five SMS messages during the
two months
Furthermore, the campaign
resulted in the largest customer
database for a brand to date,
providing a great community of
users for future mobile
marketing and advertising
offerings
31
Coca-Cola needed a new
interactive way to increase
sales and build brand loyalty
To do this, it sought to engage
customers exploring the mobile
channel, while integrating,
measuring and comparing
online and mobile
participations
80800
CONGRATULATIONS !!! YOU JUST WON 2 TICKETS FOR MADONNA’S CONCERT
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
III. Key lessons learnt
CONFIDENTIAL & PROPRIETARY
6 take away points
Strong team
Focused business strategy
Think global
Think big
Be ready to share & collaborate
Dare when others hesitate
33
CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Thank you,
George Karantonis
Sales VP, e-Government & Alliances
CEO, Velti Center of Innovation
Gkarantonis@velti.com
34
top related