- 1. How to build the bridge between technologies and your
audience September 2008
2. About DIMOCO
- rich Know-how in the following areas
- MOBILE MESSAGING & PAYMENT
- makes DIMOCO a strong Full Service Partner in the mobile
marketing industry
DIMOCO is interconnected with 27 mobile operators in 8 countries
and able to reach over 130m mobile subscribers. 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 4.
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
- Contect Pull (text, banner, audio, video)
Source: BVDW/MMA Germany 5. Mobile Marketing is more than SMS or
MMSSMS/TEXT Interaction Sweepstakes Information Services MMS
InteraktionUser 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 GamesNFC TV & more VOD Cat. Channels DVB-H
& Streaming commercialsm-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 MarketsMobile
penetration is over 100%! Tschechien. 120% sterreich 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
advertisersadvertising market estimations 10. Estimation of
industry growth by segment 11. mobile phones features used in
Austria Source: MMA Austria mobile attitude usage study 20071 2 3
12. mobile phones features used in Western Europe by Country
Source: MMA EMEA Western Europe mobile attitude usage study 20071 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 confusingWidgets 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. Its the
combination of today's and tomorrow's technical possibilities which
pushes mobile marketing & advertising 1/2Value added reseller,
content aggregatorsand service providers are adaptingtheir value
propositions to capturevalue on the new value chain Mobile TV
SMS/MS Bluetooth Mobile web payment Codes/access M- commerce
Traditional players are becominginnovative and very active alongthe
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 gameby fulfilling risks- and
revenue sharing partnership models 20. Its the combination of
today's and tomorrow's technical possibilities which pushes mobile
marketing & advertising2/2 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 audiencePush & Pull Mobile TV special commercials and
formats Codes & access NFC, Tags for deep linking solutions
(couponing) Mobile paymentvia P-SMS andreal 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 22. Mobile Marketing
problems to estimate the market potentials
- Who the hell would like to hear an actor speaking? Harry M.
Warner, Founder of Warner Brothers, 1927 about talkies
- I think, there is a global market potential for around 5
computers. Thomas Watson, CEO IBM, 1943
- Fine, but what is the thing good for? Engineer of R&D
Advanced Computing Systems Division of IBM in connection with
development of microchips 1968
- There is no reason and need, to have a computer at home. Ken
Olson, President Digital Equipment Corp., 1977
- Email is a totally unsaleable product. Ian Sharp, Sharp
Associates, 1979
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 Innovationmarket
research Pre launch marketing pilot marketing Initial campaign
Interaction Routinemarketing markets AnnotationInnovation market
research to collect market information about customer needs Pre
launch marketingencloses marketoriented adjustment of service
development and pre-marketing activities Pilot marketing campaignto
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 26. Case
study: & ambient media
- Almost 4.000 unique users
- 35% response (detect.mobiles/unique users)
- PLANS for the next campaign:
- Extend bluetooth network (15 -> 30 locations)
Client:Universal Pictures International |Mobile Marketer:DIMOCO
GmbH | Account Executive:Mediaedge:cia GmbH |Ambient
Advertiser:Boomerang Medien GmbH | 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 28. Case study: SMS
info services
- >100.000 SMS/month (Cosmos+Lutz+Porsche)
- Increased customer satisfaction (feedback!)
- Reduced admistration efforts
- Higher ERP-process throughpout
- Use Push-SMS for targeted customer info
- Extend use of SMS services
Client(s):Cosmos Elektrohandels Gesellschaft m.b.H. & Co KG
| Porsche Austria GmbH & Co OG | XXXLutz GmbH |Mobile Marketer
and Implementation:DIMOCO GmbH 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 levelMarketing
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 Katys live concert in Cologne .
30. Case study: User Generated Content Client:EMI Music Austria
GesmbH | Mobile Marketer:DIMOCO GmbH |Co-operation partner:Vienna
Online/vienna.at |
- Expected MMS uploads: >30 (total uploads approx. 100)
- PLANS for the next campaign:
- tell-a-friend/vote-for-me through SMS/WAP-> viral
distribution
31. Case study: SMS push campaigns BAUMAXHOME 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 32. Case study: SMS push
campaigns
- i.e. 1.000 SMS per store-> 300 customers bought fuel
- Key to success:highly targetedcampaign
- Extend mobile reach of CRM
- Long-term: establish mobile CRM including e-payment
Client:BauMax AG |Mobile Marketer and Implementation:DIMOCO GmbH
33. Mobile Web Universal Domain approach
- All Online offers of a brand are under one domain
- Sites are optimized after the system has recognised the
accessing mobile phone
- No unscertainness in connection with subdomains or schedules
aspecially build for mobile access (go pda m mobil mobile wap
???)
Quelle: YOC AG 34. Mobile Web activate your mobile portal out of
the web, broaden your coverage Quelle: YOC AG AccessviaWeb 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 40.
- Established to enable the mobile channel.
- Action-oriented association designed to:
-
- Clear obstacles to market development
-
- Establish standards and best practices for sustainable
growth
-
- Evangelize the mobile channel for use by brands and third party
content providers.
- The MMA has established a trusted environment where companies
collaboratively work together to create a professional and
sustainable mobile marketing industry.
What is the Mobile Marketing Association (MMA)? 41. JOIN US! 42.
Thank you! Roland Tauchner Managing Director DIMOCOTel: +43-1-86670
210 50;E-Mail: [email protected],www.dimoco.org
