The Future of Permission-Marketing:

the Customer Owns the Customer

Speaker Name Thomas Labarthe

Speaker Title VP, Mobile Advertising

Company Name Alcatel-Lucent

Mobile advertising is driven by the needs of advertisers

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We set out the solve the gaps…

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Optism was born!

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Bridging the gap between advertisers and operators

Last 2 years - Alcatel-Lucent working with the industry to develop mobile into a robust & credible advertising & marketing channel

Feb 2010 - Accepted invitation to join MMA as Premium Member -working with industry leaders to develop global standards for mobile media

April 13, 2010 – Launched Optism enabling operators to offer a compelling advertising proposition to both advertiser and consumer…

At the heart of our solution: Permission, Privacy and Preferences

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• Permission

• Privacy

• Preferences

Image by PictFactory on flickr.com

Power to the people

Empowerment leads to engagement

Understanding consumer sensitivities

• Objective 1: Gather feedback on a permission-based mobile advertising service offered by a mobile operator

• Objective 2: Delve into sensitivities for opt-in and rewards and test limits on campaign exposure.

• Objective 3: Understand privacy and permission based elements of profiling and explore brand preferences and loyalty among retail categories.

Youth Trackers:

Are ages 13 – 25 (young consumers)

Are approximately 50/50 male/female

Own a cell phone

Have wireless service (voice or voice/data) and high-speed internet

Are early adopters that their friends look to for advice

Mostly extroverted with a strong social network

Approximately 10% English-fluency in each country

Respondent profiles

Country Total Males Females Country Total Males Females

China 219 123 96 UK 200 124 76

Japan 202 86 116 US 201 88 113

Brazil 207 125 82 Canada 202 101 101

Mexico 200 119 81 Germany 197 90 107

France 196 85 111 Spain 201 124 77

Italy 198 100 98 Total 2223 1165 1058

2223 survey completes: 11 countries

What consumers in Europe told us…

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Source: Alcatel-Lucent Market

Advantage Research, October 2009,

n= 992 in France, Italy, UK, Germany,

Spain

Very important to ask their permission before sending mobile ads 82%

Wanted control of their profile to address privacy concerns71%

Felt that ads should be interest and preference based76%

Were more likely to make purchases of preferred brands through the service56%

Were more likely to remain loyal to their operator if the service was offered42%

…ask consumers to share their interests along the way

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InterestsDemographics Location

Response & Interaction

How do we learn?

How are consumers in Europe willing to engage?

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Felt that ads should be interest and preference based

Source: Alcatel-Lucent Market

Advantage Research, October 2009,

n= 407 in Brazil & Mexico

Top 5 Retail

Categories they

Spend Money on

Personal Computers

Grocery

Software

Art and Collectibles

Garden Supplies

Music

Willing to share interests and hobbies 71%

Willing to share preferred brands for products and services46%

Want to update their profiles themselves38%

Willing to answer at least 4 questions to determine preferences 69%

Access their profiles from both the computer and mobile device60%

Simplicity and scalability are key

• Make the media buying process easy

• Provide web-based tools that are familiar and accessible

• Build scale through hosting and aggregating permission-based inventory across several operators

• Create efficiencies in the ecosystem

• Connect consumers with the brands that they love

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Understand the needs of:

• consumers

• brands

• media owners

Build collaboration across

the industry

The Way Forward

The Customer Owns the Customer

Image by Thomas Hawk on flickr.com

thank you

www.optism.com