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Nokia World 2007 Blyk Mobile Advertising
1.
Pekka Ala-PietilÀ Blyk 5 December,
2007 © Blyk Saturday, 05 January 2008 Blyk
2.
What does it
take for an ad funded mobile operator to succeed? © Blyk Saturday, 05 January 2008 2 Blyk
3.
Blyk believes
Operator 3 © Blyk Saturday, 05 January 2008 Blyk
4.
Blyk believes
Operator Media 4 © Blyk Saturday, 05 January 2008 Blyk
5.
So, what will
drive the adoption and success of mobile over other media? 5 © Blyk Saturday, 05 January 2008 Blyk
6.
Relevance 6
© Blyk Saturday, 05 January 2008 Blyk
7.
Conventional thinking =
Mobile advertising is SPAM Teens get free cell phone service in exchange for annoying ads. Annoying me before Iâve even had a chance to interact with a company or product does not inspire consumer confidence. 7 © Blyk Saturday, 05 January 2008 Blyk
8.
What do young
people say? 71% of young people surveyed would like to receive advertising messages targeted to their particular interests. (more than double the response for non-targeted communications). Q Research Advertising & Mobiles Report, April 2007 UK 8 © Blyk Saturday, 05 January 2008 Blyk
9.
Blykâs solution Blyk members
are 100% opted-in and profiled Theyâve expressed genuine demand. They profile themselves upfront and these profiles build over time. For brands, Blyk enables precise targeting and detailed insight into the habits, tastes and preferences of young people. 9 © Blyk Saturday, 05 January 2008 Blyk
10.
Blykâs solution Timely messages
that link to userâs behaviour and interest. Messages related to anything that helps them to organise their lives. High value offers based on user preferences. Therefore advertising becomes a service for our members. Blyk Quantitative Consumer Research January 07, 16-24s in the UK. 619 respondents 10 © Blyk Saturday, 05 January 2008 Blyk
11.
Interactivity 11
© Blyk Saturday, 05 January 2008 Blyk
12.
Conventional thinking = In
mobile, content is king CBS began selling television clips, games, ring tones designed to cell phones. Computer becomes mobile phone. Mobile blogging, instant uploads. 12 © Blyk Saturday, 05 January 2008 Blyk
13.
Mobile internet/mobile data
services? 73% of young people donât use data services. IDC: Wireless Teen and Adult Consumer Entertainment Survey 3Q06 2/3 say they use it once a month or less. Blyk Quantitative Consumer Research January 07, 16-24s in the UK. 619 respondents 2/3 of students found using the internet on their mobile such a poor experience, they gave up trying. InfoGin/Vansom Bourne, May 2007 13 © Blyk Saturday, 05 January 2008 Blyk
14.
Why?
Access to content is a barrier. Cost is a barrier. Perceived value is minimal. Not relevant to me. Blyk Quantitative Consumer Research January 07, 16-24s in the UK. 619 respondents 14 © Blyk Saturday, 05 January 2008 Blyk
15.
Blykâs solution From the
users perspective, the primary need to communicate should drive everything in mobile. I call you, you call me. I text you, you text me. 15 © Blyk Saturday, 05 January 2008 Blyk
16.
Blykâs solution Blyk ad
formats are based on the most dominant and most familiar pattern among 16- 24s.... Messaging (text and picture) Consumers and brands interact in a dialog. 2-way communications. Brands âearnâ attention from relevant dialog with consumers. User experience thatâs 90% familiar and 10% new. 16 © Blyk Saturday, 05 January 2008 Blyk
17.
LâOreal: Icons -
Spokesmodel dialogue 17 © Blyk Saturday, 05 January 2008 Blyk
18.
18
© Blyk Saturday, 05 January 2008 Blyk
19.
19
© Blyk Saturday, 05 January 2008 Blyk
20.
20
© Blyk Saturday, 05 January 2008 Blyk
21.
21
© Blyk Saturday, 05 January 2008 Blyk
22.
22
© Blyk Saturday, 05 January 2008 Blyk
23.
23
© Blyk Saturday, 05 January 2008 Blyk
24.
24
© Blyk Saturday, 05 January 2008 Blyk
25.
Early indications During the
first six weeks, response rates to the campaigns were in the range of: 12% to 43% 25 © Blyk Saturday, January 05, 2008 Blyk
26.
To put this
in context Medium Average Response Rate (%) Online Advertising 0.02 Paid Search Advertising 0.2 Email 0.1 Direct Mail 2 Direct Response TV 0.04 Magazines 0.2 Radio 0.01 Source: e-consultancy Sept 2007 âResponse rates for cold [Mobile] campaigns are in the 3- 6% range while campaigns using clientâs own customer data fare much better with response rates ranging between 1.3% and 20%â Nick Fuller, Chair, DMA Mobile - 2nd November 2007 26 © Blyk Saturday, 05 January 2008 Blyk
27.
Mobile advertising when
done right is not viewed as advertising at all...it becomes a service to the end user. It becomes useful information. A service that benefits both brand and consumers and builds a relationship between the two. Brands and consumers create time for one another.... not just buy it. 27 © Blyk Saturday, 05 January 2008 Blyk
28.
End-to-end
complete control of our network, user experience and ad products 28 © Blyk Saturday, 05 January 2008 Blyk
29.
Conventional thinking = Mobile
as a media is complicated Opt-in Platform Airtime Wireless Advertiser databases technology broker carriers 29 © Blyk Saturday, 05 January 2008 Blyk
30.
Blykâs solution Advertiser
Blyk 30 © Blyk Saturday, 05 January 2008 Blyk
31.
Purpose-built technology platform
for Blykâs advertising-funded model Host Operator (Orange) Domain in UK Blyk Telecommunications Center Blyk in UK S Nb NTMS -C /Iu Blyk CRM and Ad Platform Center A VMS SMSC IN BTS Gb VMSC MGW Prepaid & /Iu -P Balance holder S BSC/RNC BG BTS 2G/3G SGSN D/F Host Operator Domain in Country B BG Mc MSS/GCS HLR S Nb Gn -C /G /Iu p NPM A OSC GPRS Prepaid BTS Gb VMSC MGW /Iu -P S Gn/Gp BSC/RNC BG Blyk in BG ISN G BTS 2G/3G SGSN Country B i (GGSN) WAP GW MMSC PST PSTN/PLMN N Internet 31 © Blyk Saturday, 05 January 2008 Blyk
32.
Closing thoughts
- relevance - interactivity - end-to-end 32 © Blyk Saturday, 05 January 2008 Blyk
33.
Thank you 33
© Blyk Saturday, 05 January 2008 Blyk
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