This document provides a summary of a webinar on mobilizing customers through the purchasing funnel. The webinar was presented by Stéphanie Viriot from Gemalto and discussed Gemalto's views on mobile customer relationship management and the results of an end-user survey on perceptions of mobile marketing. The survey identified key blockers and drivers of mobile marketing from an end-user perspective. Viriot then outlined the 5 key steps to achieving success in mobile marketing and shared case studies focusing on key learnings.

1. M! A!
M!
Webinar Series!
Mobilize Your Customers Through !
the Purchasing Funnel!
January, 16, 2014!
Sponsored by:!
1

2. About the MMA !
As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over 700
organizations globally, allowing us to facilitate connections, deliver insight
and drive impactful action for our members and the industry at large!
For more information about membership email: membership@mmaglobal.com
or visit http://www.mmaglobal.com/member-center/benefits !
!
"INSIGHTS: !
"Access a world of insights through our white papers, articles and case
"studies. Support your mobile agenda and ensure mobile readiness!
!
CONNECTIONS: !
"
"Interact with passionate leaders and stay on the cutting edge. Boost
"your business and career by connecting with the people that matter!
!
IMPACT: !
"
"Influence industry frameworks, standards, guidelines and best
"practices. Join the industry initiatives that shape the future of mobile!
2

3. Today’s Agenda!
The value of Mobile in your CRM Strategy!
!
The Mobile Marketing blockers and drivers
based on end user perception !
!
The key rules to deliver superior Mobile
experience !
!
3

4. Key Insights to be Shared!
• Understand and know your customers!
• Build trusted relationships via mobile!
• Design relevant mobile marketing content!
• Implement key rules to run efficient mobile marketing
campaigns!
• Re-envision the consumer path to purchase, to deliver
an effortless journey that ends in a happy transaction!
4

5. Presenter!
Stéphanie Viriot !
Marketing Director!
Gemalto!
Moderator!
Leo Scullin!
Head of Global Industry Initiatives!
Mobile Marketing Association!
5

6. Managing Your Questions!
Share the Insights!
#MMAWeb!
!
@gemalto!
!
6

7. Poll Questions!
1.
Which
kind
of
partners
you
leverage
on
for
implemen9ng
mobile
marke9ng/
adver9sing
campaigns?
§
SMS
brokers
§ Mobile
Operators
media
house,
§ Media
Agency,
Media
House
2.
How
is
your
company
using
data
in
its
mobile
campaigns?
• Using
3rd
party
data
sources
• I
store
my
own
data
for
targeFng/
analyFcs
• I
do
not
use
any
behavioral
data
today
3. What
challenges
do
you
face
by
adding
Mobile
as
a
Media
to
the
brands’
Marke9ng
Mix?
• Lack
of
ROI
• Budget
• Lack
of
measurement
• Cross-­‐funcFonal
support
• Technical
capabiliFes
7

8. MOBILIZE YOUR CUSTOMERS
THROUGH !
THE PURCHASING FUNNEL !
!
!
!
!
Stéphanie VIRIOT – Marketing Director!
Webinar MMA!

9. GEMALTO IS IN THE WORLD POCKET
OUR CUSTOMERS
OUR COMPANY
€2.2 billion+
Revenue 2012
10,000+
Employees
43
Countries with a site in
operation
GTO.PA
Dual listing on NYSE Euronext
Amsterdam & Paris
French CAC 40 index member
Gemalto, a robust and International Company
9

10. GEMALTO POSITIONING IN
MOBILE MARKETING
60
million
€
revenue
in
Mobile
MarkeFng
1000
campaigns
per
month
100
million
transacFons
per
month
1
0

11.
OBJECTIVES OF THIS WEBINAR
SHARE WITH YOU OUR VIEWS ON
MOBILE CUSTOMER RELATIONSHIP
PRESENT AN END-USER SURVEY:
SCOPE & RESULTS
POINT OUT THE 5 KEY STEPS TO
MOBILE HEAVEN
SHARE SOME CUSTOMERS’
CASE STUDIES
FOCUS ON THE KEY LEARNINGS
11

12. THE WORLD HAS GONE
MOBILE
MOBILE IS ABOUT
CUSTOMER RELATIONSHIP
91%
of
users
have
their
mobile
phone
within
arm’s
reach
24/7.
Source : Morgan
Stanley
GREAT ENGAGEMENT
RATES ACHIEVED
7.1B
ac9ve
mobile
connec9ons
WW
with
a
popula9on
of
7.1
B
people
alive
Source : GSMA
2013
report
62%
found
mobile
158
Consumers
spend
banner
ads
pre
hated
minutes
aer
day
on
more
than
TV
ads
!much
mobile,
nearly
as
Source : Forrester Consumer
as
survey
–
Dec
2012 TV
MOBILE : A MEDIA CHANNEL LIKE
NO OTHER FOR CONTEXTUAL
MARKETING
SMS
read
on
~
within
5
seconds
of
receipt
vs
emails
are
read
within
24
hours
Source : Ofcom, the UK telecoms regulator reports
THE MARKETING REVOLUTION
12

13. WHAT IS THE VALUE OF MOBILE
TO MARKETERS
74%
cite
mobile
is
a
priority
and
core
to
their
markeFng
strategy
68%
said
mobile
is
the
best
way
to
transform
business
models
and
72%
believe
mobile
builds
ROI
85%
of
respondents
stated
that
mobile
is
a
gateway
to
new
markets
and
audiences
80%
believe
mobile
is
critcal
to
their
careers
13

14. CUSTOMER FIRST
14

15. GEMALTO CONSUMER SURVEY with
OBJECTIVES
§
Understand
CONSUMER
PERCEPTION
about
Mobile
MarkeFng
§ IdenFfy
BLOCKERS
and
DRIVERS
GEOGRAPHIES
METHODOLOGY
[July
-­‐
August
2012]
Target
:
Above
18
years
old
people,
representaFve
of
mobile
phone
users
" 1211
interviews
in
France
" 1201
interviews
in
the
UK
" Fieldwork
:
online
[October
-­‐
November
2012]
Target
:
Above
18
years
old
people,
representaFve
of
mobile
phone
users
" 718
interviews
in
Sao
Paulo
" Fieldwork
:
face-­‐to-­‐face
[June
2013]
[June
2013]
15
Target
:
Above
18
years
old
people,
representaFve
of
mobile
phone
users
" 700
interviews
in
Dubaï
" Fieldwork
:
face-­‐to-­‐face
Target
:
Above
18
years
old
people,
representaFve
of
mobile
phone
users
" 1
217
interviewes
in
the
US
" Fieldwork
:
online

16. MOBILE SPAM IS A FACTUAL CONCERN
UAE
83%
US
Brazil
France
90%
71%
97%
of
respondents
are
ANNOYED
to
receive
messages
from
senders
THEY
have
not
given
their
permission
to
It
is
much
more
than
on
any
other
devices!
16
WW
End-­‐user
survey
conducted
by
IFOP
for
Gemalto
since
July
2012
UK
95%
DON’T
E
SPAM
M

17. NON RELEVANT MESSAGES ARE
COUNTER PRODUCTIVE
UAE
The
message
you
receive
are
not
in
line
with
you
areas
of
interest
US
Brazil
France
UK
63%
68%
55%
77%
78%
Only
by
understanding
the
issues
can
effecFve
markeFng
take
place.
17
9on
Promo
!
for
You
Ties
k
c
Silk
Ne
50%
off
WW
End-­‐user
survey
conducted
by
IFOP
for
Gemalto
since
July
2012

18. WHAT DO CUSTOMERS VALUE
UAE
US
Brazil
France
UK
OPT-­‐OUT
easily
73%
88%
96%
90%
87%
Easily
idenFfy
the
SENDER
73%
84%
96%
86%
85%
72%
80%
91%
82%
77%
72%
75%
92%
71%
71%
74%
69%
95%
66%
62%
76%
72%
93%
66%
62%
N
MISSIO
PER
Give
prior
PERMISSION
to
the
sender
NCE
EL EV A
R
In
line
with
your
tastes
and
concerns
a
Quick
ccess
to
info
or
promoFon
Benefit
from
specific
offers
18
WW
End-­‐user
survey
conducted
by
IFOP
for
Gemalto
since
July
2012

19. REWARD HAS TO BE TANGIBLE
What
kind
of
offers
customers
want
to
receive?
Brazil
France
UK
UAE
US
An
immediate
DISCOUNT
46%
58%
57%
55%
52%
The
possibility
to
collect
points
and
addiFonal
benefits
as
part
of
a
LOYALTY
PROGRAM
25%
47%
40%
47%
48%
A
GIFT
from
the
brand
35%
48%
29%
44%
46%
Taking
part
in
a
SPECIAL-­‐PRIVATE
EVENT
23%
30%
27%
24%
22%
Regular
INFORMATION
about
the
life
of
the
brand
(product
availability,
novelFes,
events)
32%
21%
20%
14%
18%
19
WW
End-­‐user
survey
conducted
by
IFOP
for
Gemalto
since
July
2012

20. MANAGE MARKETING PRESSURE
End
users
agree
to
receive
markeFng
messages:
UAE
US
Brazil
France
UK
Once
a
day
16%
21%
31%
11%
16%
Between
1
and
3
messages/week
44%
28%
47%
22%
26%
Between
1
and
3
messages/month
27%
25%
15%
37%
28%
9%
11%
6%
14%
14%
Less
ogen
Companies must respect the maximum frequency
tolerated for receiving Marketing Messages
20
WW
End-­‐user
survey
conducted
by
IFOP
for
Gemalto
since
July
2012

21. ALL CONSUMERS HAVE NOT THE SAME
APPETITE FOR MOBILE MARKETING
USE VARIOUS
APPROACHES TO
COMMUNICATION
THROUGH MOBILE
MESSAGING
Customers can be classed into four defined types/categories. Only by segmenting
your customers can mobile marketing work.
21
WW
End-­‐user
survey
conducted
by
IFOP
for
Gemalto
since
July
2012

22. KEY LEARNINGS - BEST HEAVEN
MY 5 STEPS TO MOBILE PRACTICES
22

23. ASK FOR PERMISSION FIRST
Remember
between
of
respondents
are
annoyed
when
they
receive
messages
from
senders
they
have
not
given
their
permission
to
contact
them
to.
23

24. RESPECT THE RULES OF ENGAGEMENT
1
2
TRANSPARENCY
PRIVACY
3
4
24
EASE OF USE
MARKETING PRESSURE

25. RIGHT PERSON, RIGHT MESSAGE,
RIGHT MOMENT
THE
ABILITY
TO
DELIVER
CONTEXTUALLY
RELEVANT
EXPERIENCES
IS
ONE
OF
MOBILE’S
BIG
PROMISES
FOR
MARKETERS
• Leverage
on
the
“in-­‐context”
capability
of
the
Mobile
Media
• Go
beyond
classic
RelaFonship
markeFng
•
Implement
Real-­‐Fme
markeFng,
contextual
markeFng,
care
markeFng
COMMUNICATE
WITH
YOUR
CUSTOMERS
AT
THE
PRECISE
MOMENT
-­‐
IT
OFFERS
HIM
THE
MOST
VALUE
25

26. FIND YOUR VALUE
IN YOUR CUSTOMER LIFE
DON’T
SELL
TO
YOUR
CUSTOMER,
CREATE
DESIRE,
ENTERTAIN,
ENGAGE
AND
DELIGHT
THEM
The
Customer
Engagement
Process
is
a
summary
of
the
key
stages
in
a
customer's
relaFonship
with
your
Brand
26

27. INVITE YOUR CUSTOMER INTO A
CONVERSATION TO GAIN RELEVANCE
3
mobile
channels
at
your
disposal
1
2
3
SMS
Smart
Message
Smart
App Push
For service
registration,
service
subscription,
opt-in,
qualification,
survey.
For service
registration,
service
subscription,
opt-in,
qualification,
survey in
smart phone
environment
The
right
Channel
mix
depend
on
the
Service
to
promote
For web Sitevisits, App
download,
appointment
settings, offline coupon
redemption
27
One example: the App
download promotion
The
best
mix
to
be
the
most
efficient
• Start
with
Smart
Message
qualifica9on
campaign
Send
an
SMS
with
the
Google
play
or
Apple
App
store
link
Follow
up
with
app
push
no9fica9on
•
•
The
right
message
for
the
right
target
with
the
right
channel

28. THE ROUTE TO SUCCESS ?
28

29. YOUR MOBILE STRATEGY
FOR CONTINUOUS ENGAGEMENT…
1
ONE DOES
NOT FIT ALL
• Select
the
right
segments
• Opt
for
the
right
campaigns
• Choose
the
right
channels
LEARN AND
OPTIMIZE
• Measure
campaign
results
• Analyze
campaign
results
• OpFmize
next
campaigns
• Plan
your
campaigns
strategy
• Define
your
campaigns
scenarios
• Execute
your
campaigns
Continuous
Engagement
APPLY BEST
PRACTICES
1.
2.
3.
4.
Permission
based
Rules
of
engagement
Relevance
&
contextual
Life
Fme
value
DELIVER
EFFICIENTLY
… MAKE THE DIFFERENCE IN THE DECISION JOURNEY
29

30. AND IT WORKS …
WE ACHIEVE AMAZING RESULTS
ON OUR MOBILE MARKETING CAMPAIGNS
30

31. DEBT COLLECTION
Bank
ALERT CAMPAIGN: June 2012
Drive indebted customers to their call
center
***SANTANDER***
With
1 screen scenario + 1 click to call
Target : Drive indebted customers to call
Santander call center
RESPONSE RATE
31
52%
Hello
Alexander,
Santander
has
a
subject
of
interest.
Confirm
now
to
ini9ate
a
call
to
our
call
center.
OK
Cancel

32. PRODUCT PROMOTION
Retailer
Father’s Day Campaign (Special Offer).
With
Target: Women 25-45 – C class
ACCEPTANCE RATE
§
§
§
Click to website: 34%
Click to locate store: 23%
Click to call center: 15%
32
53%
*MAGAZINE
your
Hello!
Losing
LUIZA*
contacts
is
Do
you
already
know
something
of
the
the
new
Magazine
past!
Save
your
Luiza
hit?
ith
contacts
wClick
OK
and
discover
the
Contact
Backup.
“Ofertetes”!
Backup
now?
Price
0,6$/synchro.

33. SERVICE PROMOTION
Insurance company
Different sort of insurance promoted
(personal, accident, mobile, car, home…)
With
3 screens scenario
Target : 80,000 customers
ACCEPTANCE RATE
§
8%
Double opt-in acceptance rate
33
Hello!
Losing
your
***ACE***
contacts
is
Unforeseen
accidents
something
of
the
happen.
With
the
past!
Save
ccident
Personal
A your
contacts
with
protect
Insurance
you
Contact
Backup.
can
yourself
and
also
Backup
now?
Price
win
mobile
phones
0,6$/synchro.
and
cash
prizes.
Confirm
now
to
know
more
OK
Cancel

34. Roaming: Promotion of overseas Data Package
Network Operator
Welcome
roaming
message
*Hello
wireless*
Welcome
to
Italy
Mrs
Smith!
Stay
connected
abroad
and
avoid
bill
shock.
Benefit
from
our
exclusive
overseas
data
plan.
Click
OK
and
discover
our
offer!
Introducing
the
offer
Chose
your
data
plan:
1
day
at
5€
Thank
you
*HELLO
WIRELESS*
Thank
you!
8
to
14
days
at
25€
Your
overseas
data
plan
is
now
acFvated.
No
more
surprise
on
you
next
bill.
2
to
4
weeks
at
35€
Event
based
campaign
(STOP
SMS
to
3670).
2
to
7
days
at
15€
The Event Manager detects that end-user is roaming in Italy
ACCEPTANCE RATE
34
+300 %

35. COUPONING: Drive to point of Sale
COUPONING
BRANDs CRM OFFERS
end 2013
Browsing the offers catalog
§ View all coupons or per category
(Apparel, Food, etc)
§ Ability to clip/unclip the coupons
§ Access to coupons detailed views
§ Reddeem (NFC, BarCode QR Code)
35

36. TO CONCLUDE
• Identify customer behaviours that matter most!
• Remember the golden rules: Segmentation,
Permission, Transparency, Relevance,
"Simplicity, Frequency !
• Engage and excite through a balance approach
through a long term journey!
• Start with messaging, it works, you can reach up
50% response on your Mobile Marketing
campaigns, then mix with other media
36

37. WANT TO KNOW MORE?
4
best
PracFces
to
engage
your
customer
on
Mobile
Video
available
on:
htp://www.youtube.com/
ConversaFonal
MarkeFng
&
Commerce
Best
PracFces
To
Engage
Your
Customers
And
Empower
Advocates
available
on:
htp://gemalto.com/
Or
Flash
this
QR
code
and
Download
our
whitepaper
Smart
Message
what
is
it
?
Video
available
on:
htp://www.youtube.com/
37

38. THANK YOU
For any information, welcome to contact:
"
"
"
38
Stéphanie
Viriot
–
stephanie.viriot@gemalto.com
Follow
me
on
twiter:
@sviriot
Follow
our
Mobile
MarkeFng
Blog
:
htp://blog.gemalto.com/telecom/tag/mobile-­‐markeFng/

39. Closing: Key Takeaways!
• Engage and excite placing your customer values and
interests at the core of Mobile Marketing Strategy. !
• Boost mobile advertising efficiency by following golden
rules: Segmentation, Permission, Transparency,
Relevance, Simplicity, Frequency.!
• Deliver superior user experience by mixing different
mobile communication channels but keep text
messaging at the core importance of your Mobile
Marketing strategy.!
!
"
"
"
"
"
"
"!
39

40. MMA Webinar Series!
Upcoming MMA Events!
TBD!
MMA New York Forum!
January 23, 2014!
May 7-9, 2014!
Acquire, Engage, Convert & MMA Singapore Forum!
Optimize! A Best Practice
May 2014!
Case Study!
Cannes Lions Festival!
January 28, 2014!
June 15-21, 2014!
Make it Personal: Mobile
Engagement, One Shopper
at a Time!
NA Mobile CEO & CMO
Summit!
!
January 30, 2014!
July 13-15, 2014!
!
40

41. Additional Resources!
"Smartbrief click here!
"Mobile Smart Fundamentals click here!
"LinkedIn Group click here!
"Twitter click here!
"MMA Online: Committees at Work click here!
"MMA Online: Webinar Archive click here!
"MMA Online: White Papers click here!
41

42. MMA Members Include!
!
!
!
" " " " " " "!
42

43. MMA Members Include!
!
!
!
" " " " " "!
43