Mobile Mrt 101

Who is presenting?
And why?

1. Starcom
2. Curiosity and interest

Patrick Crosbie
Founder and CEO of Evolved Digital Media, dedicated mobile marketing agency based in Dubai.

Provides mobile marketing technology : mCoupon, mTicket, mWeb and Bluetooth as a Service.

Works with regional advertising agencies, entertainment brands, telecoms companies, Automobile brands and
hospitality sector.

Why?
1. background
Head of Innovation at Diageo’s new media
division for two years. Executed over 2,000
mobile marketing campaigns

2. Great Experience Founder and COO of Redeemit Ltd, a dedicated
mobile marketing agency that worked with
Diageo, Coors, Apple, The Guardian. Created
some of the worlds first mobile coupon and
mobile ticket campaigns

MENA Regional GM of EnQii, one of the worlds
largest digital out of home media technology
companies

What is this session’s agenda?

What is it?
who uses it?
where to use it?
why to use it?
when to use it?
how to use it?

the way you felt the day you
forgot your phone at home

1. Was your mobile the 1st thing U saw today when U woke up?

2. Was UR mobile the last thing U saw yesterday B4 U went to bed?

3. Do you carry your phone almost all the time?

4. have you ever lent your mobile to a friend?

“don't leave home without it”

Marketing 4P’s. product,we
Over the past 6 months price,
have experienced what it must
promotion and place. Imagine
have been like to sell websites
how many dirham’s are being
in 1995. Everyone knows they
lost every year because people
cant find the “place” they are
need a presence but
trying to reach.see what their
just waiting to Now they can.
competitor does first.

Mobiles are:
Very personal
Very intimate
Addictive
Used constantly
A necessity
Fashion statement
We all depend on it

More facts?
200+ million subscribers in the ME

4 billion globally (expected to reach 5.5 billion by 2013)

100% penetration in ME

UAE mobile phone penetration is 120%

There are over 350 Billion SMS messages exchanged each month
In the past 12 months, almost 3 billion mobile handsets were sold

There are more mobile phones than personal computers

Mobile advertising will rise from $648 million in 2008 to $3.3 billion in 2013

2007 global brands spent 5 billion dollars on wireless advertising

So what the hell is
mobile marketing?

Mobile marketing: can refer to one of two categories of marketing. First, and relatively
new, is meant to describe marketing on or with a mobile device, such as a mobile phone (this is an example of
horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing
in a moving fashion - for example - technology road shows or moving billboards. Marketing on a mobile phone has
become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some
parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.
Over the past few years SMS has become a legitimate advertising channel in some parts of the world. This is because
unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices
for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the Mobile
Marketing Association, as well, have established guidelines and are evangelizing the use of the mobile channel for
marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other
countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the
subscriber) remain an issue in many other parts or the world, partly due to the carriers selling their member databases
to third parties. Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the
consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as
some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in
place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with
several 100 million advertising SMS sent out every month in Europe alone. In North America the first cross-carrier SMS
shortcode campaign was run by Labatt Brewing Company in 2002. Over the past few years mobile short codes have
been increasingly popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the
mobile shortcode as a mobile domain name allowing the consumer to text message the brand at an event, in store and
off any traditional media. SMS services typically run off a short code, but sending text messages to an email address is
another methodology. Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a
given country for the use of brand campaign and other consumer services. The mobile operators vet every application
before provisioning and monitor the service to make sure it does not diverge from its original service description.
Besides short codes, inbound SMS is very often based on long numbers (international number format, e.g. +44 7624
805000), which can be used in place of short codes or premium-rated short messages for SMS reception in several
applications, such as product promotions and campaigns. Long numbers are internationally available, as well as
enabling businesses to have their own number, rather than short codes which are usually shared across a number of
brands. Additionally, long numbers are non-premium inbound numbers. One key criterion for provisioning is that the

is a long-range, electronic device used for mobile
voice or data communication over a network of
specialized base stations

mobile

satisfying needs and wants through an
exchange process

Marketing

indirectly
indirectly
indirectly
indirectly
this question
already answered
I’ve
ve

You said that its on
you 24/7

In other countries its no longer a niche or trend!

Mobile phone marketing has become the preferred ad tool

The mobile channel is unique
it is instantaneous
intimate
immediate I ignore it and
100 percent reach delete it

Even the fact that you are ignoring a message itself is a response.
They call it conversational marketing

Plus, Mobiles:
Drive awareness
trackable
measurable
targeted
Cost effective
Actionable
24/7

You have to be
careful though!

Check out this amazing
example!!

Many ways
Depends what you want to achieve
Your objectives, message and strategy
mobile marketing is a channel
Target audience
Understand the attitude
Their perception of the brand and mobile
The way use the phone
Do they have negative perception on our products
What do we want them to think
What do we want the message to deliver
Does the message stays true to our brand personality

SMS
MMS
IVR
Outgoing calls
Bluetooth
location based services
interactive TV
in gamming
applications
Mobisites
And many more ...

Check out this amazing example

Lets go in-depth into the most common
effective practical tools

• Bluetooth Tags worn by promoters

• Content broadcast > 2 Meters

• More personal interaction generates better results

• Highly successful in retail, events and sponsorship


• Bluetooth transmitters embedded in posters, MUPI’s, PoS, digital signage

• Turns static media interactive

• Each site can have localised content

• Sampling, data capture, competitions, coupons


• Exhibition stands made interactive

• Sponsors displays issuing branded content

• Product video’s downloaded

• Random win competitions to attract people to sponsors
displays or exhibition stands


• Individually unique coupons with sophisticated campaign controls

• Delivered by SMS, MMS or Wap Push

• Validated on special coupon redemption scanners

• Campaigns can be ‘Push’ (send to database), or ‘Pull’ (‘Txt for coupon..’)


• Ticket delivered directly to mobile phone
• Fast access to venue
• Opportunity to bundle sponsors coupons, information
• General admission, VIP, Press or competition winners


• The web optimized for 850 + handsets

• Integrated with mCoupons, mTickets

• Linked to Bluetooth Marketing

• Based on CMS with fast updates and content changes

• Download and / or view multimedia files such as video


mWeb SMS
Marketing
– WAP
Push

mCoupons
Data
Capture mWeb – WAP
Push

Multimedia
– Video,
Audio


Mobile Mrt 101

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