1. By Leonardo Bittan Vodafone Club 2020 Business Case IE Business School - MDMK2010 – Emerging Media and Mobile Marketing – Prof. Alberto Benbunan – Dec. 2009

2. Vodafone Club 2020 OverviewPermission Based Multi-Platform Marketing Tool – Since 2008

3. Vodafone’s Business Model at Club 2020 Mobile Users Allow Advertisers to Contact Them Increases Service Usage - Increases LTV – Decreases Churn Rate– Increases Loyalty– Decreases Customer Acquisition Costs - Increases Profit Vodafone Users Provides Added Value – Premium Content Provides Offers and Premium Content Conversion Vodafone Advertisers Technology & Database Viral marketing Advertising Revenue Provides Offers and Premium Content Non-Vodafone Users Conversion Opens Club 2020 Service for all mobile consumers Experience Vodafone’s service –Increases Consumers Base - Decreases Acquisition/Conquer Costs – Increases Profit Possible advertising pricing models: CPM – CPA (action) – Affiliate – Flat Fee - Hybrid

4. Is this considered a Pull or a Push service? Based on the premise that this channel requires opt-in for all communication initiatives, the whole concept of push vs. pull strategies in the mobile marketing arena is a bit more complex than in other communication environments. Although determining which of the two apply to this particular case could be difficult/confusing, based on the two definition – by MMA – at the bottom of this slide, we can conclude that Club 2020 approached consumers as a push service. Push Vodafone informs consumers about Club 2020, consumers then request information. Vodafone feeds advertisers with the filtered information Consumers opt-in for the service and set up their preferences Consumer Advertiser 3 2 1 4 5 Vodafone delivers the content to the users Advertisers execute their campaigns accordingly based on the users permission Push Messaging Any content sent or by behalf of advertisers and marketers to a wireless mobile device at a time when the subscriber request it. Push messaging includes audio, short message service (SMS) messages, e-mail, multimedia messaging, cell broadcast, picture message, surveys, or any other pushed advertising or content Pull Messaging Any content sent to the wireless subscriber upon request, shortly thereafter, on a one time basis. For example, when the customer request the local weather from a WAP-capable browser, the content of the purpose, including any related advertising, is Pull Messaging

5. Could this service be considered as Spam by the MMA? Wireless Spam (MMA definition): Push messaging that is sent without confirmed opt-in NO Based on the limited information provided, these are some of the actions done by Vodafone that were compliant with MMA Best Practices Important note: In theory – based on MMA Consumer Best Practice and Advertising Guidelines, the answer to this question should be ‘no’. However, from the consumers point of view, lack of specifics of the information requested could lead to intrusiveness and users discomfort towards the received messages.

6. Thank You!