Optism's Hani Ramzi presents to the Cairo Cristal Club about the growth of mobile advertising and mobile marketing.

1. Mobile : The Most Disruptive Media Of All Time!
Hani Ramzi
Executive Director EMEA
Optism™

2. Mobile is a MASS(IVE) Media !
x 2.5 Total Number of Internet Users
x3 Total Number of TV Sets
5.2B
3.9B
1.2B 1.6B x 4.5 Total Number of PCs
PCs TVs Radio Mobile
Source : Tomi Ahonen, Feb 2011

3. Mobile is an INTIMATE Media !
We Glance At It in a compulsive way !
150 times/day ! (average)
82 times a day ! (Africa)
Source : Nokia, 2010

4. Mobile is an INTIMATE Media !
We Care About It !...
"Photographs used to be the item people would run into a burning building to go retrieve.
Today a mobile phone has replaced that."
Jeffrey Hayzlett, CMO Kodak, 2010

5. Mobile is an INTIMATE Media !
We Care About It !...
maybe too much sometimes !

6. Mobile is an INTIMATE Media !
We often Keep It Close to our…Heart !

7. Mobile is an INTIMATE Media !
It’s more and more part of our Intimacy !

8. Mobile is an INTERACTIVE Media !
Primary Use of Mobile Phone is
TEXT
4.2 B Users !
MESSAGING
Source : Tomi Ahonen, Feb 2011

9. Mobile is an INTERACTIVE Media !
How Big is ?
x2 All users of Internet
TEXT
x3 All users of emails
MESSAGING
x7 Bigger than
x 21 Bigger than
Only media that reaches the pocket of 61% of the planet !
17% Growth !
Source : Tomi Ahonen, Feb 2011

10. Mobile is an INTERACTIVE Media !
How Interactive is ?
TEXT
90% of all Text messages Read
MESSAGING within 3 minutes of their
delivery
99% of all Text messages
Read by the recipient.

11. Mobile is an INTERACTIVE Media !
How Addictive is ?
TEXT
MESSAGING

12. Mobile is an INTERACTIVE Media !
2d Most Used Application on the Planet is
RICH
2.1 B Users !
MESSAGING
Source : Tomi Ahonen, Feb 2011

13. Mobile is an INTERACTIVE Media !
How Big is ?
RICH > All users of Internet
MESSAGING
> Video gaming industry !
> Cinema box office !
x2 Music Industry !
Source : Tomi Ahonen, Feb 2011

14. Mobile has Unique Assets
MASS(IVE)
INTIMATE
INTERACTIVE

15. Mobile Direct Marketing Truly leverages these Unique Assets
MASS(IVE)
INTIMATE
INTERACTIVE
“Mobile is as different from the Web as TV is from Radio !”
Source : Tomi Ahonen,

16. To get there needs Specific Rules of Engagement
Permission
Opt-in
Agree OKyes
CONSENT
Preferences
Makes sense
RELEVANCE Interests
Spot on
Trust Privacy my own pace
CONTROL Update Not intrusive
Opt-out No interruption
16

17. It Works !
17
All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL

18. It Works in Egypt !
A Receptive, Qualified and Engaged Audience
100% opted-in, highly profiled
A service combining Innovation and basics of Communication
Users in Control of their mobile advertising experience
Advertisers achieve response rates as high as 54% with better ROI
Creative guidance to ad agencies for compelling campaign
18

19. adidas® Case Study
Welcome to the street
where originality lives and
athletes, musicians, skaters
and more come together to •Driving footfall to new
show their style. flagship store
Do you want an invitation? •Targeted to Sports and Fashion
1=Yes 2=No
lovers
•Leveraging Dialogue format
•Completely free to reply
19

20. Campaign Results
Welcome to the street
where originality lives and
35% athletes, musicians, skaters
of recipients requested
and more come together to
an invite to the new adidas
show their style.
Originals Cairo store
Do you want an invitation?
1=Yes
15-24s were on average Celebrate YOUR originality
visit the adidas store at
98% more responsive than Citystars, phase 2, 4th floor.
over 30 year olds
Females Were 23% more
responsive than their male
counterparts
20

21. Thank You
http://optism.com
http://www.optism.com/blog/
http://twitter.com/optism
http://facebook.com/optism
https://slideshare.net/optism
21
All Rights Reserved © Alcatel-Lucent 2010 - EXTERNAL