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How to build the bridge between technologies and your audience September 2008
About DIMOCO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DIMOCO is interconnected with 27 mobile operators in 8 countries and able to reach over 130m mobile subscribers.
AGENDA 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
Mobile Marketing is more than SMS or MMS Mobile phones are interactive, bidirectional advertising media   Mobile Marketing Mobile Direct Response Marketing Mobile Permission Marketing Mobile Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: BVDW/MMA Germany
Mobile Marketing is more than SMS or MMS  SMS/TEXT Interaction Sweepstakes Information Services MMS Interaktion  User Generated Content Web/WAP Portal Social-Network Mobile Ads Books Comics Bluetooth Content Direct Ads Couponing Navigation Infopoint Promotion Codes Ticketing Tagging Couponing Information Location Based Infopoints Navigation Promotion Point of Interest Mobile Games  NFC TV & more VOD Cat. Channels DVB-H & Streaming commercials  m-commerce
Anytime Anywhere Always On Always Available MOBILE!!!
1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
European Telecom Markets  Mobile penetration is over 100%! Tschechien. 120% Österreich 115% Russland 110% Schweiz 98% Deutschland 98% Polen 95% Ungarn 91% 101% Kroatien Slowakei 90% MOBILE MARKETING 2.0 Milliarden Mobilfunknutzer 1.6 Milliarden TV-Haushalte 670 Millionen PC-Nutzer
Austrian advertisers  advertising market estimations
Estimation of industry growth by segment
mobile phones features used in Austria Source: MMA Austria mobile attitude usage study 2007  1 2 3
mobile phones features used in Western Europe by Country Source: MMA EMEA Western Europe mobile attitude usage study 2007  1 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 3
Mobile Internet Advertising Revenues in Europe: up to €1.3 Billion in 2012 Source: Jupiter Research 2007 Mobile Internet Advertising Revenues Total Mobile Ad Spending as Percentage of Online Ad Spending Standardization and education phase Early growth phase
1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
Mobile cloud is sometimes confusing  Widgets LBS SMS / MMS 3G UMTS wap GSM Vidlets DVB-H J2ME SMPP UCP FlashSMS EDGE
mobile cloud in detail is even more confusing
Evolution of mobile advertising media 1/2
Evolution of mobile advertising media 2/2
It´s the combination of today's and tomorrow's technical possibilities which pushes mobile marketing & advertising 1/2  Value added reseller, content aggregators  and service providers are adapting  their value propositions to capture  value on the new value chain Mobile TV SMS/MS Bluetooth Mobile web payment Codes/access M- commerce Traditional players are becoming  innovative and very active along  the value chain Payment agents, system integrators and middleware/application vendors are adapting their value proposition to capture value on the new value chain The paradigm will only work if the players enter the mobile game  by fulfilling risks- and revenue sharing partnership models
It´s the combination of today's and tomorrow's technical possibilities which pushes mobile marketing & advertising  2/2 Mobile TV SMS/MS Bluetooth Mobile web payment Codes/access M- commerce Proximity/ Bluetooth brings the service to the POS Mobile web mobile ad formats allows interaction on multmedia level SMS / MMS to get direct access to your audience  Push & Pull Mobile TV special   commercials and formats Codes & access NFC, Tags for deep linking solutions (couponing) Mobile payment  via P-SMS and  real payment solutions e.g. paybox M-commerce „ we have to sell“
1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
Mobile Marketing –  problems to estimate the market potentials ,[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile Media Innovation –  new marketing approaches In mobile media markets we need new evolutionary and integrated approaches to establish mobile marketing service concepts which are far away from routine marketing concepts. Scope of duties of mobile media innovation marketing Product- and process development Development of service concept Market- respectively product launch Adjustment of service concept Market expansion Fixation of service concept Innovation marketing Exploration Stimulation Innovation  market research Pre launch marketing pilot marketing Initial campaign Interaction Routine  marketing markets Annotation  Innovation market research to collect market information about customer needs Pre launch marketing  encloses marketoriented adjustment of service development and pre-marketing activities Pilot marketing campaign  to approve the whole marketing concept in a test market Initial campaign to push and market the product during its market introduction
1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
Case study:   & ambient media „ MUMMY 3“ Universal Pictures International Austria, focus on Vienna, 1.-18.Aug.2008 Cooperation with Boomerang media Objective promoting start of „Mummy 3“ movie Marketing tools Bluetooth proximty marketing, ambient media (coasters, backlight-posters, cards) Promotion -  motivate customers to activate bluetooth through branded ambient media -  offer content for bluetooth download: movie trailer and wallpapers
Case study:   & ambient media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Client:  Universal Pictures International |  Mobile Marketer:  DIMOCO GmbH | Account Executive:  Mediaedge:cia GmbH |  Ambient Advertiser:  Boomerang Medien GmbH |
Case study: SMS info services e.g.  COSMOS RETAIL PORSCHE AUSTRIA XXXLUTZ FURNITURE STORE International, focus on Austria, since 2003 Objective -  marketing = customer service -  Increase customer satisfaction -  remove process delays Marketing tools SMS, with direct connection to ERP/CRM Promotion -  in-time status notification of retail-orders, car repairs, delivery of goods, etc. through SMS
Case study: SMS info services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Client(s):  Cosmos Elektrohandels Gesellschaft m.b.H. & Co KG | Porsche Austria GmbH & Co OG | XXXLutz GmbH |  Mobile Marketer and Implementation:  DIMOCO GmbH
Case study: User Generated Content “ KISS KATY” EMI Music Austria + vienna.at Austria, nationwide, September 2008 Objective -  promoting the upcoming pop star Katy Perry -  increasing vienna.at awareness level  Marketing tools MMS, e-mail, online & raffle, flyers, votings Promotion -  upload “kiss”-photos via MMS and e-mail -  vote online for your favorite pictures -  win tickets for Katy´s live concert in Cologne .
Case study: User Generated Content © Client:  EMI Music Austria GesmbH | Mobile Marketer:  DIMOCO GmbH |  Co-operation partner:  Vienna Online/vienna.at | ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case study: SMS push campaigns BAUMAX  HOME IMPROVEMENT CENTERS Austria, since 2006 Objective -  address customer with cross-selling offers -  get them to POS and make them buy Marketing tools SMS, targeting through CRM using customer bonus card data Promotion (example) -  SMS to customers who have bought ovens -  offer fuel that fits ovens with 10% discount -  sweepstake: additional chance to get your money back
Case study: SMS push campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Client:  BauMax AG |  Mobile Marketer and Implementation:  DIMOCO GmbH
Mobile Web –  Universal Domain approach   ,[object Object],[object Object],[object Object],[object Object],Quelle: YOC AG
Mobile Web –  activate your mobile portal out of the web, broaden your coverage   Quelle: YOC AG Access  via  Web
Mobile Web –  activate your mobile portal out of the web, broaden your coverage   Alternative 1:  free of charge call Alternative 2:  via SMS and Keyword Activation of mobile portals Alternative 3:  enter domain in browser Quelle: YOC AG
Mobile Advertising –  we recommend   MMA Standards
Mobile Advertising –  Type of campaigns
Mobile Advertising –  Type of campaigns
Mobile Advertising –  Type of campaigns
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What is the Mobile Marketing Association (MMA)?
JOIN US!
Thank you! Roland Tauchner Managing Director DIMOCO  Tel: +43-1-86670 210 50;  E-Mail: r.tauchner@dimoco.at,  www.dimoco.org

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How To Build The Bridge

  • 1. How to build the bridge between technologies and your audience September 2008
  • 2.
  • 3. AGENDA 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
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  • 5. Mobile Marketing is more than SMS or MMS SMS/TEXT Interaction Sweepstakes Information Services MMS Interaktion User Generated Content Web/WAP Portal Social-Network Mobile Ads Books Comics Bluetooth Content Direct Ads Couponing Navigation Infopoint Promotion Codes Ticketing Tagging Couponing Information Location Based Infopoints Navigation Promotion Point of Interest Mobile Games NFC TV & more VOD Cat. Channels DVB-H & Streaming commercials m-commerce
  • 6. Anytime Anywhere Always On Always Available MOBILE!!!
  • 7. 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
  • 8. European Telecom Markets Mobile penetration is over 100%! Tschechien. 120% Österreich 115% Russland 110% Schweiz 98% Deutschland 98% Polen 95% Ungarn 91% 101% Kroatien Slowakei 90% MOBILE MARKETING 2.0 Milliarden Mobilfunknutzer 1.6 Milliarden TV-Haushalte 670 Millionen PC-Nutzer
  • 9. Austrian advertisers advertising market estimations
  • 10. Estimation of industry growth by segment
  • 11. mobile phones features used in Austria Source: MMA Austria mobile attitude usage study 2007 1 2 3
  • 12. mobile phones features used in Western Europe by Country Source: MMA EMEA Western Europe mobile attitude usage study 2007 1 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 3
  • 13. Mobile Internet Advertising Revenues in Europe: up to €1.3 Billion in 2012 Source: Jupiter Research 2007 Mobile Internet Advertising Revenues Total Mobile Ad Spending as Percentage of Online Ad Spending Standardization and education phase Early growth phase
  • 14. 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
  • 15. Mobile cloud is sometimes confusing Widgets LBS SMS / MMS 3G UMTS wap GSM Vidlets DVB-H J2ME SMPP UCP FlashSMS EDGE
  • 16. mobile cloud in detail is even more confusing
  • 17. Evolution of mobile advertising media 1/2
  • 18. Evolution of mobile advertising media 2/2
  • 19. It´s the combination of today's and tomorrow's technical possibilities which pushes mobile marketing & advertising 1/2 Value added reseller, content aggregators and service providers are adapting their value propositions to capture value on the new value chain Mobile TV SMS/MS Bluetooth Mobile web payment Codes/access M- commerce Traditional players are becoming innovative and very active along the value chain Payment agents, system integrators and middleware/application vendors are adapting their value proposition to capture value on the new value chain The paradigm will only work if the players enter the mobile game by fulfilling risks- and revenue sharing partnership models
  • 20. It´s the combination of today's and tomorrow's technical possibilities which pushes mobile marketing & advertising 2/2 Mobile TV SMS/MS Bluetooth Mobile web payment Codes/access M- commerce Proximity/ Bluetooth brings the service to the POS Mobile web mobile ad formats allows interaction on multmedia level SMS / MMS to get direct access to your audience Push & Pull Mobile TV special commercials and formats Codes & access NFC, Tags for deep linking solutions (couponing) Mobile payment via P-SMS and real payment solutions e.g. paybox M-commerce „ we have to sell“
  • 21. 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
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  • 23. Mobile Media Innovation – new marketing approaches In mobile media markets we need new evolutionary and integrated approaches to establish mobile marketing service concepts which are far away from routine marketing concepts. Scope of duties of mobile media innovation marketing Product- and process development Development of service concept Market- respectively product launch Adjustment of service concept Market expansion Fixation of service concept Innovation marketing Exploration Stimulation Innovation market research Pre launch marketing pilot marketing Initial campaign Interaction Routine marketing markets Annotation Innovation market research to collect market information about customer needs Pre launch marketing encloses marketoriented adjustment of service development and pre-marketing activities Pilot marketing campaign to approve the whole marketing concept in a test market Initial campaign to push and market the product during its market introduction
  • 24. 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
  • 25. Case study: & ambient media „ MUMMY 3“ Universal Pictures International Austria, focus on Vienna, 1.-18.Aug.2008 Cooperation with Boomerang media Objective promoting start of „Mummy 3“ movie Marketing tools Bluetooth proximty marketing, ambient media (coasters, backlight-posters, cards) Promotion - motivate customers to activate bluetooth through branded ambient media - offer content for bluetooth download: movie trailer and wallpapers
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  • 27. Case study: SMS info services e.g. COSMOS RETAIL PORSCHE AUSTRIA XXXLUTZ FURNITURE STORE International, focus on Austria, since 2003 Objective - marketing = customer service - Increase customer satisfaction - remove process delays Marketing tools SMS, with direct connection to ERP/CRM Promotion - in-time status notification of retail-orders, car repairs, delivery of goods, etc. through SMS
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  • 29. Case study: User Generated Content “ KISS KATY” EMI Music Austria + vienna.at Austria, nationwide, September 2008 Objective - promoting the upcoming pop star Katy Perry - increasing vienna.at awareness level Marketing tools MMS, e-mail, online & raffle, flyers, votings Promotion - upload “kiss”-photos via MMS and e-mail - vote online for your favorite pictures - win tickets for Katy´s live concert in Cologne .
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  • 31. Case study: SMS push campaigns BAUMAX HOME IMPROVEMENT CENTERS Austria, since 2006 Objective - address customer with cross-selling offers - get them to POS and make them buy Marketing tools SMS, targeting through CRM using customer bonus card data Promotion (example) - SMS to customers who have bought ovens - offer fuel that fits ovens with 10% discount - sweepstake: additional chance to get your money back
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  • 34. Mobile Web – activate your mobile portal out of the web, broaden your coverage Quelle: YOC AG Access via Web
  • 35. Mobile Web – activate your mobile portal out of the web, broaden your coverage Alternative 1: free of charge call Alternative 2: via SMS and Keyword Activation of mobile portals Alternative 3: enter domain in browser Quelle: YOC AG
  • 36. Mobile Advertising – we recommend MMA Standards
  • 37. Mobile Advertising – Type of campaigns
  • 38. Mobile Advertising – Type of campaigns
  • 39. Mobile Advertising – Type of campaigns
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  • 42. Thank you! Roland Tauchner Managing Director DIMOCO Tel: +43-1-86670 210 50; E-Mail: r.tauchner@dimoco.at, www.dimoco.org