optism alcatel-lucent presentation mobile marketing meets the wallet at th…

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Avtansh Sharma, Commercial Director Media Monetization, Alcatel-Lucent April 2012 Mobile Marketing Meets the Wallet

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Avtansh Sharma's, Commercial Director Media Monetization from Alcatel-Lucent (Optism) Presentation entitled Mobile Marketing Meets the Wallet at the MMA Forum Singapore in April 2012. The presentation focus on delivering on the promise of commerce being aided by advertising and marketing using mobile as the connective tissue. Surrounding mobile payments with additional value such as offers, deals, and loyalty programs will be discussed. There is growing demand from the industry to help bridge the gap from advertising to actual conversions in an effort to justify the ROI.

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Page 1: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

Avtansh Sharma, Commercial Director Media Monetization, Alcatel-Lucent

April 2012

Mobile Marketing Meets the Wallet

Page 2: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

THE DIGITAL SPACE IS EVOLVING…

• No. of iPhones sold per minute exceeds the no. of babies born per minute

• In 2011 no. of Smartphones sold exceeded the number of PCs sold – Business Insider March 2012

• In few years no. of mobile devices will dwarf the no. of PCs – Business Insider March 2012

AND THIS NATURALLY IS CHANGING EVERYTHING…

Page 3: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

BUT ARE THE BRANDS AND CONSUMERS ABLE TO KEEP UP…

Smartphones, Mobile Broadband, Cloud

enabling “real-time” analysis of data

transforming digital commerce

People are seeking out convenience,

simplicity and instant gratification

in an always on, hyper-connected

world

“Big Data” is the battleground for future services

Page 4: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

NEED IS TO CAPTURE THE “MOBILE MOMENTS” ACROSS 360° …

Source: McKinsey

79 % of smartphone users use their device for help with shopping and 70 % use their phone In-Store – Google/IPSOS – April 2011

Page 5: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

AND THEY INCREASINGLY PAY ON MOBILE BUT… IS THAT ALL?

Many think this is the direction of the mobile wallet...

However, there is even more value which can be offered…

Page 6: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Secure 1 Touch Payment

Permission, Preferences, Privacy & Context

Engagement & Offers

Loyalty & Content

PERMISSION, PREFERENCE, PRIVACY & SECURITY REMAIN KEY… No change there…

Page 7: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Opt in management

MNO security & authentication

Profiling & Analytics

Mobile Wallet

Advertising & permission marketing

Direct marketing – coupons & vouchers

Sales, payment & checkout

CRM, Campaign

management

CPM

CPA

CPS

E2E LIFECYCLE MANAGEMENT OF “OFFERS & DEALS” – HOW?

Page 8: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Awareness Information

Search Evaluation Purchase Post Purchase

LBS marketing

Social Recommendations

Smart Posters

mWallet w/discount vouchers

Mobile CRM

TOUCHING THE CONSUMERS ON ‘always-on’ DEVICES FOR BUYING DECISIONS...

Page 9: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Coupon, Loyalty and Payment

IT’s ALL ABOUT USER EXPERIENCE !

Page 10: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

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Do you know which star from Real Madrid made his choice to play with the new Adidas Predator shoe? Reply for free 1=yes 2=no

Adidas Predator Case Study

•Build Awareness of the Adidas Predator shoe

•Targeted to English and Arabic speaking users Under 50, Males and

interested in Sport

• Rich Dialogue was used for the campaign format

A BRAND CONVERSATION….

Page 11: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

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It is the famous Kaka. "Own

the Game" and visit Adidas

stores now for the new shoe

collection of adipower

Predator

Do you know which star from Real Madrid made his choice to play with the new Adidas Predator shoe? Reply for free 1=yes 2=no

Adidas Predator Case Study Results

•28% response rate Arabic speakers, 18.5% response rate English speakers

• 15 – 24s were most responsive age group (35.5%)

•73% of Arabic speakers learned about the new Adidas Predator shoe

Page 12: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Awareness Consideration Purchase Loyalty

Permission marketing + Location + Mobile Coupons + Mobile Checkout + 360 reporting

WHAT BEYOND JUST CONVERSATION…

Page 13: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

PERMISSION MARKETING + LOCATION

Adidas Predator campaign

Targeting criteria:

• Males, 18-24, interested in Sports & fashion

AND

zones of the Adidas shops as indicated in the map

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Page 14: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

M-WALLET : PURCHASE + COUPON REDEMPTION

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Coupon becomes available

from moment user has

responded to the campaign

and received the campaign

follow-on message

dialogue

Page 15: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

LOYALTY - ADDITIONAL GRATIFICATION…

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E-Book gets provisioned from

the moment user has

purchased goods using his m-

Wallet.

“Your coupon was successfully redeemed.

As a gift Wizcom offers you the eBook The

Kaka Story. Now in your media library!”

Page 16: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

360 REPORTING

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Measure campaign

success

Delivery /

Response Rate

Redemption Rate

Page 17: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

IS IT STILL NOT TIME TO THINK “MOBILE FIRST”??

•It took AOL 9 years to get 1 Million Users

•It took Facebook 9 months

•Any guess about how much did it take for DrawSomething?

…JUST 9 DAYS

Business Insider march 2012

Page 18: Optism Alcatel-Lucent Presentation Mobile Marketing Meets the Wallet at th…

18 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION