360 degree advertising is a norm these days, the availability of mobile technology should put the idea into action far more easier than before. But, did you know that 360 also exist inside Mobile Advertising? This paper summarized the functionality and how you should be taking your next mobile advertising beyond placements and conversion.

1. Best Practices in
Mobile Marketing
Herwinto Ch. Sutantyo
Head of M-Advertising XL Axiata
Twitter: @gfunkerwin

2. What is Mobile Marketing? And why Mobile
Advertising?
Which is Mobile Marketing?

3. What is Mobile Marketing? And why Mobile
Advertising?
Which is Mobile Marketing?

4. The Role of XL Axiata and in Mobile Advertising
CONNECTING WORLD’S BEST BRANDS &
ADVERTISERS TO “MNO (MOBILE NETWORK
OPERATOR)” SUBSCRIBERS SEAMLESSLY
Others..

5. What it should be Mobile as catalyst for
advertising & marketing activities.
Reach
Engagement
Consumption
Loyalty 360˚
MOBILE ADS

6. What it should be Mobile as catalyst for
advertising & marketing activities.
Reach
Reach has not been Mobile Advertising strong suit
despite its coverage and personalization, ultimately
the cost hinders many to use it effectively.
To reach 230million Indonesian x SMS Cost* =
IDR 46billion/broadcast
*) Assumption cost is IDR 200/SMS

7. NATIONAL WIDE COVERAGE
230 Million
SUBSCRIBERS
COMBINED TOP 3 GSM TELCO
*based on 2012 Annual Report

8. What it should be Mobile as catalyst for
advertising & marketing activities.
Children
5 – 12
Teenagers
13-19
Youth &
Young
Executive
20-25
Wife of
household
25-30
More
Mature
Woman
30+
915.646 10.596.701 17.634.062 4.376.713 4.630.036
TOTAL AUDIENCE 38.153.158
3 GSM MNO REACH IN MAJOR INDONESIAN CITIES*
Now you can shop and pay while in a bus on the way home
*) Jabodetabek, Bandung, Yogyakarta, Semarang, Malang, Surabaya, Bali, Medan, Padang, Pakanbaru, Lampung,
Ujung Pandang, Manado, Palangkaraya, Banjarmasin, Aceh, Kendari

9. What it should be Mobile as catalyst for
advertising & marketing activities.
AGE GROUP
MOST
SUBSCRIBERS
Youth
20-25 years old
Teenagers
12-19
Kids 5-12
Youth
20-25
Wife of
households
26-30
More
mature
woman
>30

10. What it should be Mobile as catalyst for
advertising & marketing activities.
ARPU GROUP
TOP ARPU
0-100.000 0-50.000
46,558,966
> 100.000
4,364,165
50.001-
100.000
11,198,399

11. What it should be Mobile as catalyst for
advertising & marketing activities.
Engagement
The real power of
Mobile Advertising lies
in its ability to engage
consumer personally.
Taking this function
with great creativity
could boost the whole
advertising campaign.
To: 2000
KPU_update info
JKN
Interactive SMS Ads Mobile Coupon
To: 2000
KPU_update info
JKNhttp://m.freeburger.com/

12. What it should be Mobile as catalyst for
advertising & marketing activities.
Consumption
This was none existence until now.
With Mobile Banking, Mobile Wallet,
Mobile Credit Card and today new
services emerging as end-to-end
Mobile Commerce, consumption
through mobile is immediate.
Integrated Mobile Commerce
Now you can shop and pay while in a bus on the way home

13. What it should be Mobile as catalyst for
advertising & marketing activities.
Loyalty
Loyalty gave birth to Mobile
Advertising.
This is the most used function of
mobile advertising by many sectors
especially in Banking & FMCG.
Ikuti Contrexyn Bunda PEDE.
Ketik CBP (spasi)
Nama(spasi)noHP(spasi)
Nama toko beli Contrexyn.
Kirim ke 2000. Gratis 3000
pengirim pertama dapat pulsa
5000.

14. What it should be Mobile as catalyst for
advertising & marketing activities.
Mobile Loyalty
Multi Devices, Multi OS, run on basic and advance network.
Affordable and customizable.

15. Mobile Marketing Framework
The Better Version

16. MOBILE AUDIENCE
BRANDS OWNER
Others..
PUBLISHERS & TELCO
TELCO X
XL AXIATA
PUBLISHER Y
MOB ADS PLATFORM
Engagement &
Creative Ideation
Audience Profiling
Loyalty & Reward
Scheme
Consumption
Fulfillment
Mobile Marketing Framework

17. Retaining
Consumer
Behaviours
Can define
future sales
strategy
Managing
consumer
expectations
Etc.
Profiling Data
Increase
Revenue
Increase
Consumptions
Increase
Production
Better
Distribution
Etc.
Up Selling
Brand
Loyalty
program
Consumer
Appreciation
Community
Building
Membership
Program
Strengthen
Brand Loyalty
Capability to
define dynamic
campaign
interactive
scenario for
Brand customer
Better deliver
for the right
offer to the
right
consumer.
Brand
Engagement
Tools:
LBA
Broadcast Blast
Off-Deck
Promotion Ads
Banner Ads
TV Ads
Brand Awareness
Mobile Marketing Framework

18. Mobile Marketing Framework : Case Study
Target Audience
Gender Female Age Group 25 – 35 ARPU (SES) All
Location Nationwide Handset All
To: 2000
KPU_update info
JKN
Pop Mie
3 TELCO
SMS & UMB
Campaign
Pop Mie Get Lucky
February 2013
Result
- 1, 6 Mio
Registered
Profiles
- Over 4Mio
Redemption
- Sales increase
50%

19. Mobile Marketing Framework : Case Study
BRAND
CONSUMER INTERACTION
Interactive Mobile
Campaign
DB Analytical
Profile
Sample Data Analytical Profile
Data Mining
Key advantage in Mobile Engagement Campaign

20. Mobile Marketing Framework : Case Study
Reward campaign
Pesta Hadiah
Unilever
Interactive Campaign
Kumpulkan Point
Unilever
Blast Campaign
Blast Ades -> 300 Rupiah
SMS
Redeem Campaign
Ades -> 300 rupiah
USSD Web
Blast Campaign
Blast 1 Giga Free
MMS
Redeem Campaign
1 Giga Free
USSD Web
Blast Campaign
Blast Pepsodent -> 100 Point
SMS
Redeem campaign
100 point -> Pepsodent& Molto
USSD Web
"Hixxx,Andaberhakmendapatkan1
buahAdesdenganharga300rupiah
denganmenujukan"kupon"inike
7Eleven"
"Hixxx,Andamendapatbonuspaket
data1GigabyteyangdapatAnda
pakaipadamalamini
"Hi xxx, Anda diskon 30%
untuk product Pepsodent &
Molto dengan menukarkan 50
point di semua Alfamart
(untuk 500 org pertama )”
Cross Selling
in Mobile Campaign is easily implemented

21. • MALE, Football Lover
• Basic and Feature phone
• Jakarta, Bandung, Makassar, Bali, Surabaya
• ARPU <500.000
• 18-35 yo
Incoming Call
6000
EndAnswer
Invite Through mobile
We give the a really
personal message
An invitation by
phone call & SMS
from their local
soccer champion
21
SENDER AIB
Ayo Indonesia Bisa.
Dukung atlet jagoan
mu dg cara lbh
nyata. Tunggu
kejutan dari mereka
hanya khusus di HP
kamu!
SENDER AIB
Terimakasih atas
dukungan kamu.
Ayo dukung jagoan
kamu terus.
Ayo Indonesia Bisa!
SENDER AIB
Sudah di telepon
oleh jagoanmu?
Dukung mereka dg
ketik
NAMA_NOHP_ALA
MAT_KODEUNIK (di
kemasan CLEAR) ke
2000. GRATIS!
3
Period
Maret-April 2013
RESULTS
Push Call : 200 K user , 11 % user response
Interactive SMS : 500 redemption
Interstitial Banner : 41,257 Clicks
Mobile Marketing Framework : Case Study
Clear AIB PUSH CALL & INTERACTIVE SMS

22. Football Lover
Users who come
to GBK every
Weekend
Users who
attend MU vs
INA national
team match
Users who
access
football website
Incoming Call
6000
Mobile Marketing Framework : Case Study
Clear AIB PUSH CALL & INTERACTIVE SMS

23. Campaign Objectives
Increasing sales by giving
digital reward : Agnes
Monica newest single
Result
SALES INCREASE 40%
Gratis download lagu
terbaru Agnes Monica,
dapatkan sekarang
dengan membeli
produk Kapal Api di
HPM KARAWACI S&K
berlaku
Key Success:
• Location selection
• Artist Fans attraction
XL Target Delivered Delivery rate %
SMS Profile 109,358 92,156 84%
SMS LBA 408,868 225,471 55%
Mobile Marketing Framework : Case Study
Kapal Api LBA & Interactive SMS using Unique Code inside Kapal Api

24. 360˚ Mobile Marketing & Advertising
Brochure
Billboard
TV
Voice
Web
SMS
Social
Communitie
s
Printed on
product
Application
USSD
MMS
Social
Communities
Web
USSD
MMS
Voice
SMS
360⁰
ADS/
PLATFORM

25. Mobile Marketing 24H Engagements
06:00
Wake-up
20011231
USSD typing
QR Code –
reader
Get 1
Point
07:00
Shower
20011231
USSD typing
QR Code –
reader
Get 1
Point
Ads
Wallet
Unilever poin : 20
Indofood poin : 2
Map poin : 0
Bluebird poin : 0
08:00
Breakfast
MOBILE MARKETING
24hours
BRAND ENGAGEMENTS
TOUCHING EVERYDAY ACTIVITIES

26. Mobile Marketing Engagements: Simplicity
Additional Opt-In via
IVR
1. Age
2. Location
3. MSISDN
4. Etc.

27. Mobile Marketing Framework
Do
• Rewards should be tempting and relevant
to content.
• Cross-Industry rewards/gifts work better.
Telco <> FMCG, FMCG<>Music
• Clear & Simple Mechanics for Interactive.
3 Clicks Rules apply
• Monitor & Optimize Campaign at all
times, make alteration to materials,
targeting & time of delivery when
possible.
• Use either Provocative or Meaningful and
Personal communication message
• Use timing to your advantage, be relevant
Don’t
• Direct Sell
• Complicated Customer Journey: Go to X
location to get gift after sharing to FB
• Confuse the Message, stick to 140 chars
(allow +20 chars for instructions)
• Abuse the Channel. Spamming can
backfire
• Benchmark with other media, Mix the
media to your mobile advantage.

28. Mobile Marketing Summary
Reach
Engagement
Consumption
Loyalty 360˚
MOBILE
ADS
• Use 360 approach in Mobile Marketing
and Mobile Advertising in particular
• Try to mix between media channels with
interactive and engagement tools in
Mobile
• Keep Mobile Marketing campaign
simple, contextual, meaningful with
good customer journey
• Provide direct reward/gift should the
campaign require it.
• Take the advantage of Data Mining
capabilities in Mobile Marketing
• Utilize wide range of Mobile tools to
increase engagement and persuasion, not
reach.
• Focus on great Story Telling not Selling.

29. Thank You
Reach me at:
E. herwintoc@xl.co.id
T. @gfunkerwin
AdReach
W. xladreach.com
T. @xladreach