iLoop Mobile and Loc-Aid co-presented Location Technology Roadmap at the MMA San Jose Forum. You will find many case studies. Feel free to share with others.

1. The "Why" of Location‐enabled Mobile Marketing:
Understanding Location as the Key for
Creating Customer Value and Engagement
October 18, 2011
MMA EDUCATIONAL SERIES
Sponsored by:
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

2. 2 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

3. 3
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

4. Entering
your store?
At the
office?
At home?
Going to
the mall?
4 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

5. “50% of mobile users served location-
based messaging take action”
– Mobile Marketing Association &
Luth Research, 2010
5
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

6. 6
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

7. 7
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

8. 8
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

9. 9
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

10. 10
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

11. 11
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

12. Standalone GPS
Wi‐fi/IP
Carrier‐based/Cell ID
Carrier‐based/A‐GPS
Other
12
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

13. Carrier‐Based App‐Based
US Addressable Subs 285 million 50 million
Adoption Hurdle NO Download App Download Required
Platform specific (iPhone, Android,
Platform‐specific App NO – All phones
Blackberry, Windows, etc.)
Speed 0 ‐ 10 seconds 15 – 30 seconds
Accuracy 5 – 500 meters 5 ‐100 meters
Indoor Coverage YES NO
Downtown Coverage Better Worse
Battery Drain None Severe
Data Integrity App Allowed
Network Secure
(Spoofing Permitted)
13 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute
13
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

14. http://InstantLocateDemo.loc‐aid.com
• Locate your own phone
for real‐time location fix
• See accuracy levels with
“least expensive” (cell ID)
& “most accurate” (AGPS)
• See how opt‐in procedure
works (Your phone will be
opted‐out automatically
in 10 minutes)
14
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

15. Consumer
Enterprise
15 LaaS Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute
LBS
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

16. Solutions customized by location
Location‐enabled loyalty/CRM
Location‐based SMS promos
Real‐time interaction by location
Heat Maps/statistics & reports
Cross‐carrier and device‐agnostic
Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
16
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

17. Location‐based messaging
Location‐enabled loyalty/CRM
Solutions customized by location
Real‐time interaction by location
Location‐based SMS promos
Cross‐carrier and device‐agnostic Heat Maps/statistics & reports
Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
17
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

18. • MMA: Marketing budgets overall are ‐70%, however mobile
marketing budgets are +26% every year
• MMA: Mobile marketing redemption rates often exceed 3X
vs. other media channels
• Airwide Solutions says 89% of major brands plan to market
via mobile phones by 2011
• Forrester: 24% of US adult iPhone users and 21% of
Android users have used a mobile shopping application in
the last three months
• 60% of major brands have deployed text messaging (SMS)
campaigns, while 33% have deployed multimedia
messaging (MMS) campaigns
18 Source: Mobile Marketing Association
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

19. + Location = Proximity Marketing
Pushing targeted content based upon mobile
location and time‐of‐day (and other demo’s)
to maximize call‐to‐action or response
19
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

20. • Over 2/3 of UK mobile phone owners
say they would opt‐in to location
services to receive relevant content
• Those younger than 35 were more likely 30%
Interest
to share location data, with popularity
dropping as the age of the user climbed Not Interested
70%
• Customer reviews and sales promotions
were the most popular content to
receive based upon location Interest in Opt‐in to
location services
Source: Fiercewireless August 19, 2011
Nearly 70% of UK consumers keen on location services
20
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

21. • Respondents were conflicted
in their attitude toward
mobile coupons with a
location‐based element
• More than 2/3 are at least
somewhat agreed that
location‐based offers were
very convenient and useful
• Location services are new
enough that many consumers
are not familiar with privacy
protection in place
• Nearly half have some
concerns about privacy
21
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

22. 22 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

23. 23
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

24. • Integrated into any traditional retail
marketing channel (print, in‐store,
TV, Web, outdoor etc.)
• Opt‐in to weekly SMS messages on
events, promos, and special offers
• Opt‐in available via online Web
form or mobile site capturing
customer profile data including
location
• User selectable alert message
content preferences
• All preference and profile data is
captured for CRM database build,
analysis, targeted messaging, and
use in other marketing channels Web Opt-in
24
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

25. Smart Messaging Example
SMS Only Coupon:
Contextually relevant
It’s a scorcher in Freezing in NY today?
coupon is delivered
Miami today! Keep based on keyword + a
Keep warm with with
cool with breezy late wool sweater. 20% off
summer skirts. 20%
database referencing
all sweaters at any
Text STORE to 62407 to receive a
SMS coupon every month for 20% off Database off at any store. Code withstore. Code 34r39r
unique redemption
your favorite 2010 fashions. t239r Exp. 8/31/10 code. 8/1/10
Exp.
Weather
Stock Market Contextually relevant Sends coupon for sweaters
Sports Scores coupon delivered based on based on cold weather
Location Look Up keyword + database with reading for opt-in location
unique redemption code.
Product Inventory
Consumer Profile Data
Past Consumer Purchases
62407
Any Other Event or Data Sets
Database receives keyword opt-in and
Store
62407 delivers a coupon based on external
events or information in the database It’s a scorcher in
Miami today! Keep
cool with breezy late
Miami summer skirts.
Discount coupons:
http://nyskirts/mobi
OR….You can deliver a SMS
Text opt-in for either Coupon with link to WAP
single coupon or to opt-in page with multiple coupons
to couponing alert group and barcode

26. Example: Location Aware Segmented Alerts
MESSAGE LIST: Marketing Message Location
3 Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus 95110
Buy off all purchases and 20% off KitchenAid Pro Line. Visit
http://m.kohls.mobi for more offers.
Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all 94109
Text KOHLS to 44264 Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
Bonus Buy Discounts!
44264 Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes. Visit Los Angeles
http://m.kohls.mobi for more offers. 5
Kohl’s Savers ClubStreet
Phone City State
Sat. only! Lincoln Ave. store is offering 20% off all Zip
22 Canal St. , NY, NY
Number
1 Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers. 10023
(408) 176 Oak St. San Jose CA 95110
907‐2322
Yes (415) 1222 Jones St. San CA 94109
44264 334‐2232 Francisco
Phone Street City State Zip
Number (212) 12 Canal St. New York New York 10022
917‐8596
(408) 176 Oak St. San Jose CA 95110
907‐2322 Marketer sets up
(415) 1222 Jones St. San CA 94109 Message List to map
Kohls 334‐2232 Francisco which locations they
6 want to send to and
(212) 12 Canal St. New York NY 10022 what message each
917‐8596 Kohl’s Savers Club
location will receive.
Sat. only! Main & Oak System compares
St. store is offering 10% Message List locations
2 Bonus Buy off all to stored users’
purchases & 20% off locations at opt-in to
segment messages
KitchenAid Pro Line. sent.
Visit
Kohl’s Savers Club http://m.kohls.mobi 7
Reply YES to confirm Kohl’s Savers Club
Step 3: Users confirm for more offers.
you’d like us to use Thanx for joining.
You’ll receive 1 and their location is
your location, 1 captured. Opt-in
msg/week. Text HELP msg/week. Text HELP
for help. Text STOP to location is the only
for help. Text STOP to user location used for
cancel. Msg & data cancel. Msg & Data
Rates May Apply. future alerts
rates may apply.
TC:www.m.mtiny.mob TC:www.tc.mtiny.mobi
i 4
Step 4: Confirmation is Optional landing page
sent to user of or site link in SMS
26 successful opt-in.
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

27. Example: Message Broadcast with LBS
5
Subscriber (408) 907‐2322
1
3 6
44264
44264
Kohl’s Savers Club
Kohls Sat. only! Main & Oak
St. store is offering 10%
Yes Bonus Buy off all
purchases & 20% off
Before sending alert broadcast, system pings all KitchenAid Pro Line.
4 subscribers’ phones and compares present Visit
2 location with radii in the Message List locations to
http://m.kohls.mobi
deliver relevant marketing messages
for more offers.
Phone Street City State Zip
Number
(408) 176 Oak St. San Jose CA 95110
907‐2322
Kohl’s Savers Club Kohl’s Savers Club (415) 1222 Jones St. San CA 94109
Reply YES to confirm Thanx for joining. 334‐2232 Francisco
you’d like us to use You’ll receive 1 (212) 12 Canal St. New York NY 10022
your location, 1 msg/week. Text HELP 917‐8596
msg/week. Text HELP for help. Text STOP to
for help. Text STOP to 7
cancel. Msg & Data
cancel. Msg & data Rates May Apply. MESSAGE LIST: Marketing Message Location Radius Message Cap
rates may apply. TC:www.tc.mtiny.mobi
TC:www.m.mtiny.mobi Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 1300 Oak St., 2 miles 5000
10% Bonus Buy off all purchases & 20% off KitchenAid Pro San Jose, CA 95110
Line. Visit http://m.kohls.mobi for more offers.
Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is 453 8th Ave., San 1 mile 4000
offering 20% off all Nike and Addidas shoes. Visit Francisco, CA
http://m.kohls.mobi for more offers. 94117
Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas 3444 Lennon Blvd., 10 miles 25000
shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi Fresno, CA 92331
for more offers.
27 Kohl’s Savers Club Sat. only! Canal/Mercer St. store is 22 Canal St. , 0.25 miles 5000
offering 30% off all Nike and Addidas shoes. Visit NY, NY 10023
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
http://m.kohls.mobi for more offers.
October 18, 2011‐ Sponsored by Locaid

28. Example: Geo‐Fencing
Step 5 & 6: User physically enters geo‐fence. If triangulation is
on their location is fixed and compared to the Message List.
1 Location relevant message is delivered with optional link to
mobile landing page or site (steps 7 & 8).
3
44264 5
44264
Kohls
Yes 7
2
Kohl’s Savers Club
4 Sat. only! Main & Oak
St. store is offering 10%
Bonus Buy off all
Kohl’s Savers Club
purchases & 20% off
Reply YES to confirm
you’d like us to use
Kohl’s Savers Club KitchenAid Pro Line.
Thanx for joining. Visit
your location, 1
You’ll receive 1 http://m.kohls.mobi
msg/week. Text HELP
msg/week. Text HELP for more offers.
for help. Text STOP to
cancel. Msg & data for help. Text STOP to
rates may apply. cancel. Msg & Data 8
TC:www.m.mtiny.mobi Rates May Apply.
TC:www.tc.mtiny.mobi 6
MESSAGE LIST: Marketing Message Location Radius Message Cap
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 1300 Oak St., 1 mile 5000
10% Bonus Buy off all purchases & 20% off KitchenAid Pro San Jose, CA 95110
Line. Visit http://m.kohls.mobi for more offers.
User sees call to action in traditional Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is 453 8th Ave., San 2 miles 4000
offering 20% off all Nike and Addidas shoes. Visit Francisco, CA
media and texts keyword/short code http://m.kohls.mobi for more offers. 94117
to opt‐in,. Double opt‐in confirmation Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas 3444 Lennon Blvd., 10 miles 25000
28 message sent first. shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi Fresno, CA 92331
for more offers.
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

29. 29
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

30. Case Study: Location‐Aware Messaging
What type of
location was used?
30
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

31. North Face Geo‐Fenced SMS Campaign
• 1,000 geo‐fences created in various
US cities
• Urban areas had half mile
perimeters, suburban areas up to a
mile around the stores
• SMS messages about offers and
seasonal product arrivals
• User opts‐in to campaign to receive
messages control number of
messages per week
• No app required to download
What type of
location was used?
31
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

32. Jaguar chose to get early learning in location via ads
within existing LBS application
• Jaguar launched targeted ads within the
Poynt app on iPhone/Blackberry/Android
• Poynt connects consumers to local people,
shops, and restaurants
• Ads drive the consumer to the nearest
dealership to schedule a test drive
• Campaign ran Dec 2010 to Jan 2011;
Poynt says click‐through was 10X industry
standards
What type of
32
Source: Mobilemarketingconsultancy.org March 1, 2011 location was used?
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

33. • 80,000 US neighborhoods and 21M local business
• Location‐based app auto detects your
neighborhood to show the most popular
businesses nearby
• Allows Foursquare users to pre‐check in
before arriving What type of
33
location was used?
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

34. Launched at the 2010 Winter Olympics
 Leveraged location to obtain the closest Hockey House to the
consumer’s phone
 Consumers see advertised Short Code to join Hockey House and
receive link to home page
 Consumers also log into the Molson Canadian Hockey House mobile
web page (where they find other Hockey Houses)
What type of
Results exceeded all expectations location was used?
 Expected a 5% response rate
 Actual response rate was 10%
34
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

35. • Del Monte Kibbles ’n Bits – Create brand awareness when
consumers were in close proximity to Target and pet food
stores
• SMS example: “Dogs are family, & family deserves more than
just 1 boring taste. Get NEW Kibbles ’n Bits Bistro Meals dog
food @ Target Rancho Santa Margarita 2day.”
35
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

36. Participants were surveyed:
• 60% said location‐triggered messages
are cool & innovative
• 79% said it increased their likelihood to
visit a store
• 65% made a purchase as a result of a
ShopAlerts message
• 73% would definitely or probably use the
service in the future
What type of
36
location was used?
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

37. Retailer Express pushes location‐based
deals via branded shopping app
• When the App user gets close to an
Express, Proximity Perks promos and
recent news pop up
• Consumers show mobile coupon at
register, learn about sale items at
that location and share them with
friends via Twitter/Facebook/email
What type of
37
location was used?
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

38. 38
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

39. About iLoop Mobile
• Leading technology and services making it
fast and easy to create, manage and analyze
mobile marketing campaigns and content
delivery initiatives worldwide McDonalds: Enjoy one
FREE Small McCafe.
Code 34d83w
• Award winning iLoop Mobile Platform is a Exp.1/6/10
Help:mmcoupons.com
self‐service SaaS solution with open APIs for Opt-out: Reply
MCDONALD STOP
creating state‐of‐the‐art SMS campaigns,
mobile sites, mobile coupons, mobile‐
enabled Web sites and other mobile
marketing initiatives
• Industry leader in mobile marketing strategy,
managed service campaign delivery and
professional services
• Customers include Fortune 500 brands,
agencies, media companies, and other tier‐
one companies
39
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

40. Proximity Mktg
Smartphone App Benefits
Platform
Drive messaging &
Random impact; user decides Proactive interaction;
Approach marketing based on
when to interact Marketer‐iniitated
proactive location
Reach Limited to smartphone users Smartphone + cell phone Reach 93% of mobile
(~75M Users) users (300M+) subscribers
App download required; No download; no app Convert location data into
User App launch (battery drain);
Dependencies Satellite “line of site” launch; indoor/outdoor value more easily/often;
(outdoor only) “Location on demand” Marketer is in control
User‐initiated brand Strategic platform that Go beyond “app world” to
Solutions engagement drives proactive brand leverage mobile into full
(“whenever I feel like it”) engagement multi‐media strategy
Location‐triggered, proactive
User User awareness
Engagement Only when app is launched comms to drive smartphone
and usage
app download/usage
Targeted Cross‐carrier, device‐agnostic
Broader consumer focus
Marketing Smartphone‐focused call‐to‐action messaging
with location relevancy
based on location
40 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

41. Retailers are investing in mobile apps, but how can they cut through the
noise and ensure their apps get used?
• Forrester: 2011 Online Retail Technology Investment Outlook – 44%
of US web retailers are investing in mobile apps vs. 15% in 2010
• Accordingly to Flurry, as of Aug 2011, an average application user
has downloaded more than 63 applications to their Smartphone
• What % of apps are downloaded?
• What % of apps are used?
Source: Flurry Blog, August 31, 2011. Internet Retailer (Forrester Research) June 22, 2011
41
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

42. Location‐enable your mobile marketing investment
Mobile/Internet Mobile App Mobile Web SMS Text
From: GNC
Your Rewards Mobile
Location‐aware Location‐aware Location‐aware
Customer awareness,
messaging to messaging with text with specific
opt‐in, & management
drive app embedded links marketing
of location programs
downloads & usage messages
Carrier‐based location from Locaid
42 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

43. Locaid 100% OF EVERY MOBILE FOR ANY
LOCATES NETWORK DEVICE LOCATION
LOC‐AID runs the LOC‐AID locates 350M LOC‐AID delivers
LOC‐AID finds every
largest LaaS gateway devices, real‐time. ubiquitous location.
device on the network.
and carrier reach No app to download. Indoors and out.
For any mobile
No user action needed. GPS and CELL‐ID.
application.
Any device. For the Fortune 1000.
Anywhere.
The world’s first and largest
LaaS company
43
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
CONFIDENTIAL AND PROPRIETARY. Any use of this material without specific permission of LOC‐AID Technologies, Inc. is strictly prohibited
October 18, 2011‐ Sponsored by Locaid

44. • Real‐time location
• Privacy‐protected OPT‐IN
• Unlimited geo‐fences
• Flexible location frequency
(weekly, daily, hourly, every 5
minutes)
• Support for coupons & bar
codes
• Comprehensive reporting
analytics
CONFIDENTIAL AND PROPRIETARY. Any use of this material without specific permission of LOC‐AID Technologies, Inc. is strictly prohibited
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

45. 1. Location can move mobile marketing away from
“whenever I feel like it” engagement
2. Location will help us avoid the SMS marketing nightmare
3. Location helps protect your mobile number database
4. Location gives you a better shot at matching your offer
(or app) with their moment of need
45
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid

46. 46
Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing
October 18, 2011‐ Sponsored by Locaid