Differentiation Through Advanced Advertising Services

Gavin L. EllzeyEMC Corporation

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Major Trends

– Service Providers are moving away from distinctive heterogeneous sectors – such as wire-line, cable and mobile telecommunications, and are evolving into a complex, networked and overlapping market

– Exploring new digital media revenue sources to substitute for shrinking traditional voice income

– Carrier’s are moving towards an “open platform” environment in order to increase adoption and usage of advanced rich media and content generating increased data usage fees, replacing lost wire-line revenue.

– VoIP is increasingly becoming an important component of a successful converged services offering

– Service Providers serve a duality of customers; subscribers and companies that want to market to those subscribers

– Personalization, collaboration & positioning are becoming increasingly important in new service creation

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• User Profiling / Behavioral Targeting – segment users and assign a persona for anonymous targeting

• Ad Campaign Management Tools – forecast, track and optimize advertising commonly across platforms

• Measurement and Analytics – manage and report KPI’s

• Inventory Availability - ability to guaranteevideo & interactive ad delivery across TV, broadbandand mobile platforms

• System Integration Capabilities – ability to leverage current systems infrastructure

• Functional Integration – ability to integrate positioning and live interaction into a targeted experience

Keys To Success

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Jane’s Profile:Married

One child under 10One TeenagerCar Enthusiast

Enjoys Comedy and Drama

Bob’s Profile:Married

One child under 10One Teenager

Plane EnthusiastEnjoys Westerns and

Action

Jimmy’s Profile:

10 years old

Enjoys hockey

At Home

Sarah’s Profile:14 Years old

IM & SMS EnthusiastReality TVAt The Mall

> Family has a Profile> Individual members have a profile> Each interaction point is personalized for

interface and ads> Customization is available to all users from

all devices all the time> Parental controls are available for Bob and

Jane

> Single bill> Campaigns are directed at the

family and individuals> Ads have opt in/out which effect

content cost> Mobility exists for moving content

to/from any device

Contextual Personalization

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Advanced Advertising R/A

Ad Buye

r

Ad Buye

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Ad Buye

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Content Provider

Content Provider

UGC

CRM

Billing

OtherBSS/OSS

Reporting /

Analytics

DeliveryManager

DigitalStorefront

Portal

Digital Asset ManagementContent Management

Relevancy&

Personalization

Advertising CampaignManagement

Rating & Settlement

Serv

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