Octagon | Mobile Industry Sector Report

7/28/2019 Octagon | Mobile Industry Sector Report

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1

mobile industry

sector report

Octaon UKs revie o te atest trends in sortsonsorsi and rand exerience itin te

Moie Industry.

JUNe 2013


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Mobile industry sector report - June 2013 2

THERE IS AN uNRElENTINg

uRgE To cHEck pHoNES foR

fAcEbook updATES, THE lATEST

ScoRE oR juST bEcAuSE you

THougHT you fElT A vIbRATIoN

IN youR jAckET pockET

th wa a mui vi in h al 90 whih wa a1984/Bav Nw Wl-qu lk in h uu. Auu wh l w living wih tV x hi ha h wuln mi u n anhingbing baa, in ui. A uh, i wa a

wl wh nal inain wa a a minimuman a h ninuu nn livhugh hi n wa unbkn.

Fa wa 20 a an lk aun in an ialnvinmn. th unlning ug hk hn Fabk ua, h la ju bauu hugh u l a vibain in u jak k,ha u a wl wh wha wa a bhugh vking, ha auall bm a ali. Al ninu man m a nn,nainmn an ngagmn, i an aiaim lk a hw h inu i ing wih h

nan man i i aing.

Sorts sonsorsi is a articuary reevant area toocus on. A an inu i i a ih u nn,bn an mn an bu xin, whih iu ivl an vi lm ban wihin iniain m h miin.

INTRoducTIoN


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In 2012 Ana Foota C ign a nw lng m anhi wihAit, h wl hi lag lm man. Te artnersiromotes Airtes roducts and services across te key rotmarkets Nigia, rwana, Ugana, Zambia an Ghana. th manan a in Anal k a bhin h n nn, laimag an aaan, an lub lgn an ah.

In aiin h nal making amaign i a maj csrgamm, Ail riing sa. An ambiiu ball aln ahan aining gamm ha u n iniing an nuuingaln m ga lvl n h nainal an innainal ag.Over 300,000 cidren ave articiated so ar and rand aareness

in te reion as increased y 20%.

CAse study:

ARSENAl fooTbAll club & AIRTEl

AIRTElS 2012 dEAl wITH ARSENAl SHowS uS THAT wHIlST SomE THINgS ARE cHANgINg IN

THE woRld of TElEcomS SpoRTS SpoNSoRSHIp, oTHERS REmAIN THE SAmE.

TElEcomS SpoNSoRSHIp 2010-2012

Numer o Reorted Deas

0

10

20

30

40

50

60

70

80

Fball

cik

Bakball

Vnu

rugby

Fm

ula1 G

lf

tnni

Ahl

i

p/r

kMui

Bada:L

igh

Amia

nFb

all

Bada:M

ui

Bada:s

cyling

Mulis

olym

i

Badm

in

n

Fahin

Film

Fival/

exhibi

1913 12 11 9 7 7 6 6 5 4 4 4 4 4 4 3 3 3

71

su: tWsM 2012

CASESTUDY

th k hang in n aha bn h u nhi a n a ginalbai b lm ban, inl ag i makah han hug glbal al.

Hwv, h Ail an Analanhi al min u

hw h mbil inuninu n nn, whihan b u ngag um,nuag m u, ainiain an xluivbn, an ulimal iv

ava.

Foota as een te canne

o coice bu lking a hha blw h qun nainmn an nngnaing mium uh amui an lm ival an

baa i ignian.

THE mobIlE INduSTRy coNTINuES To NEEd coNTENT,

wHIcH cAN bE uSEd To ENgAgE cuSTomERS, ENcouRAgE

moRE uSE, cREATE dIffERENTIATIoN ANd ExcluSIvE bENEfITS,

ANd ulTImATEly dRIvE AdvocAcy


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SHow mE THE moNEy|THE bIg dEAlS IN 2012

$156m, 4 yeArs (eXTeNsION)

DeuTsChe TeleCOm:

BAyerN MUNIcH teAM spoNsor


VODACOm:

orLANdo pIrAtes / KAIser cHIeFs


DeuTsChe TeleCOm:

GerMAN FootBALL AssocIAtIoN

$320m, 5 yeArs

embrATel AND ClArO:

rIo 2016 oLyMpIc GAMes tIer oNe spoNsor

oLyMpIcs eVeNt spoNsor


sprINT, NAsCAr mOTOrspOrT:

NAscAr orGANIsAtIoN spoNsor

$200m, 1 yeAr

AVAyA russIA sOChI:

2014 WINter oLyMpIc GAMes

oLyMpIcs eVeNt spoNsor

$30m, 3 yeArs

hTC:

UeFA cHAMpIoNs LeAGUe & eUropA LeAGUe


O2: reNeWING WItH eNGLANd rUGBy

$66m, 5 yeArs

AIrTel, INDIA INDIAN Gp mOTOrspOrT -

ForMULA 1 eVeNt spoNsor

soUrce: tWsM 2012


5/14


SpORTS ClOThINg

163AUTOMObIlES

190TElECOMS

80

bANKINg

1202012

81

INSURANCE

SpORTS ClOThINg

152AUTOMObIlES

210TElECOMS

96

bANKINg

144

bEER

852011

Top 5 INduSTRIES IN SpoNSoRSHIp: by REpoRTEd NumbER

th ve year trend or teecomsas seen te industry srink ack

to 2008 evesin terms o deasin te sonsorsi market. thiul b a naual fuuain, i ul in wa a nw l lm.

Han an nwk via uial h wa mia an

nn i num. A uh,nhi ban a a nu h a aiv animi hugh mbil.A ibl ul hi i hgwh a hugh igh anxluivi al bwn nwkvi an ban nuamaign ah minn.

thi a hi a ighul lm maniav mn n xniv igh

whil ninuing aiawih maj nhi ian a h bn hiaiain. thi vlmn -ban anhi ahhan aiinal nal nhial ul b a w righHl in h uu.

AUTOMObIlES

156TElECOMS

80

bANKINg

123

bEER

832008

SpORTS ClOThINg

100

73

AIRlINESAUTOMObIlES

145TElECOMS

99

bANKINg

982009

SpORTS ClOThINg

186

AUTOMObIlES

194TElECOMS

108bANKINg

138

bEER

982010

SpORTS ClOThINg

136

CommentAry

soUrce: tWsM 2012


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THE ocTAgoN SpoRTS pANEl IS ocTAgoNS owNExcluSIvE pANEl of uk SpoRTS fANS.

th vi al im aa in UK an aiu, blian bhaviu. W ak h anl hw h a uing hi

mbil aun .

M han 90% o sorts ans a uing mahn whnwahing liv a vn an a hm

th i a ligh in in hw mbil a u whilwahing a hm a liv vn. thi i ivn blvl ngagmn an nnivi

At ome vieers are more ikey to e ceckin oter scoresan nwaun h mah, ing ocia ntwok a an ha inin a wll a gaing an gaing

In saia m likl b inan maging, ulaingh an hking

31% wul ni canging oi ovid u ama availabl (29% wul n) acc to tickt and otc at m likl mak l hink abu wihing- liv aming an nnivi a al iman

02 a gni a t vic ovid in ot

Most oa a aino vic uh a uaan nw, bu vido taing i al ula

wHAT doES THE ocTAgoN SpoRTS pANEl SAy?

Sports Panel


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thnlgial vlmn (4Gwil baban in aiula)i h wg ha n huni ban vialwa n num wihninuu nn. W aing ik in aivi aun vn ning andcaitai on t wd

intt and ocia dia zz.thi n laing l allwn u hi xluiv(an havil li) igh

vi hi um wih hnn, a an xinvn l wan. Bu i alvi unii nn-n b aiv in anunial aai.

Onin gaing in aiula wi a nt o ti a ti

odd, activ ootniti pa pw n vnu mmbil vi gw 132% in2012 (ning 32% nlinvnu) (su: cMI.)

vENuEdEvElopmENT

th nx iial vnui vlv; alngi hhnlg in h an k,b oviding fctiv, atwi and 4G acc onit.

Fan a maning nana nn, whhhaing, inaing bwing.

th a a hug ang unii an numman ha vnu n nu h a awa

nhan h an xin,h inlu:

th oot connctivit ial mia an hahi xin

th dvont andoait in-la livbing

sono and andintaction ootniti,ing iz, uniqu

nn (.g. a hanging m ama hal im manag ubu, mihn link )

stadi concionaiooting of to an in

ti at an aking hal-im

THE big mobIlE NumbERSRIdINg THE TEcHNologIcAl wAvE

32%OF bRITIShFOOTbAll FANSFOllOw ThE SpORTON ThEIR MObIlEsu: cMI 2012

HAlf A bIllIoN TwEETS EvERy dAysu: cMI 2013

$150bIllIoN

SMARTphONEINDUSTRY bY 2014

su: Mak&Mak 2013

20%OF FANS USEphONE TO ACCESSbREAKINg NEwS

su: cMI 2012

oNEbIllIoN

SMARTphONEUSERS

glObAllYsu: sag Anali 2013


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O2, wih h engi rg Foota union, ha al n h gwingiman in nuing an hav aml mah a nnivi.Wih twiknham aium in a hnlgial blak , a 50minvmn wa ma uga h nnivi h aa. th inw a 99% ntwok acc cc at at t vn.

CAse study:

02 ANd THE Rugby fooTbAll uNIoN

livoo an wih Xi in2013 vi maha an ahi Anl saium wih liabl,high WIFI. In aiin allwing an a nlin an

a ial mia lam ha hi xin wih inan llw, i al a a a aaau uni h club n u m abu hi an.

Anw rbinn (Ha igialmia & hnlg, LivlFball club): A maiv iv

hi nw nwk i ha wan gain m inigh in uan han v b. sign-in willb via a n-im giain uing an mail a

an an will b nuag ll u hi lik an ilik. Ttcnoog wi aow to nd

ot wat dvic an ik to

connct wit t C on o w

can invt in digita ato

accoding. W will al nu m abu hw an u haium an i ailii w anaa h b v hm.

th xin ha wva m a n i mhingw hink an will g v xiabu. Wll b viing in-maha, an ink , a

nlin ail, in-la bingin anhi wih pa pwan al h abili ngagwih a glbal auin ui h aium hugh ial mialam.

CAse study:lIvERpool fooTbAll club & xIRRuS

VENUE

DEVElOpMENT

CASE

STUDY

VENUE

DEVElOpMENT

CASESTUDY


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Ban ninu b aiv in h nhi a in gain miiv avanag v hi ival. th a w minanwa in whih ban hav gn abu hi.

1. reGIONAlly TArGeTeDnhi invmn wihh gal minaing k gwh mak. B viingacc to contnt tat i vant, ngaging and

aiationa num in h mak.

2. oing un, aiv, xluiv an in m a viml k xiing an nial um ivreTeNTION AND TempTATION.

gAININg compETITIvEAdvANTAgEWih a ga in ueFA lmag eUro 2012, Oangaw an xli a aialuni. th ngiaa na a i 11mak, aquiing igh nl h nain, haminb oang in plan (n h h nain). Ina

ml buing igh an uingh unamn a a abaning vhil, oang u ihnlgial inauu anvi ba wih a a h akag.

th unling buin agwa oot t va oOang ntwok, hngiain ba anubqun valu xhangvi a lam mna h liabili anngh oang inauu un an nial lin.

Hwv, h in nglnum, iding a eurO2012 A in anhi wihUeFA, whih wa availabl a11 uni in igh languag.It wa downoadd 2.1 ti,wih an avag 400,000num uing i uing ahgam.

thi ulmn oangaivi in h ballmakla. th hav bn ala an h Aian cu Nain in 2009, viinglvan nn 18 unian gaining minn in avling makla bngaging wih num

bu al buin in n hnlgial u.

CAse study:

oRANgE EuRo 2012 & AfRIcAN cup of NATIoNS

REgIONAl

TARgETINg

CASESTUDY


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1998 wa a a mmb a numb an. Nokia ean its14 year rein as te numer 1 oa distriutor o moie devices,th Ahna b un zn wa n h Mn, tiani bamh numb 1 ging lm all im, an Samsun ign u a anOymic partner.

Whil h i an i la link h a 2 an 3, h an la h uh a lighl m lvan hi ail, a y 2012,

Samsun ad reaced Nokia as te oa eader in moie devicedistriution (93.5m han in Q1 aln, 12m m han Nkia:su - Blmbg), inluing minaing eu. samungvlmn m ginal man glbal uw ha nub bn hl b h glbal hl gain hugh holmi anhi, an h uniqu um ing an

unaalll B2B uni hi vi.

CAse study:

SAmSuNg globAl ExpANSIoNSpEARHEAdEd THRougH olympIcS

CAse study:

lg ASIAN mARkETdEvElopmENT

Wih h glbal nhii lk u, lg aw anuni gain minnin h Aian mak hugh aanhi wih h InternationaCricket Counci. Whil h i n glbal in i aali ignian valuwih num an buinin Inia, pakian, Innia,Banglah an h Mil ea

(wh h Icc i nw ba).

Bing lvan in gwhmak i an au an iv vlmn lanhugh nhi. LGmainain iin a a 4han vi i vin hi (su: Gan 2013).

th man mbil igh ha bn xli mhnivl bMancester United in n a. Wih in vi viminaing vaiu gin h glb, h ul iv ganhi b gmning h mak, ah han ing a n- glbal al.

t a Mancester United oerates in 50 markets it 20+ serviceroviders, wih al binging h lub ~45miion er year ( juv n An call in al m). N all club an righ Hla una nugh llw hi ml. wit a an ase o 650miion ooers ordide, Manh Uni auin i wi,aiva an hnlgiall avv. th man nn ilnl an mbil vi (ui h havil ibal euanmak) an ba num amaign aun Manh Uni.

CAse study: mANcHESTER uNITEd RIgHTS SEgmENTATIoN

reGIoNALtArGetIN G

reGIoNALtArGetIN G

REgIONAl

TARgETINg

CASESTUDY

REgIONAl

TARgETINg

CASE

STUDY

REgIONAl

TARgETINg

CASESTUDY


11/14


CAse study:dEuTScHE TElEkom -mARkET domINATIoN

CAse study:

vERIzoN -HEy bIg SpENdER

Us vi vi, Verizon, ave

anded a staerin $1 iiondea h igh am vNFL gula an an lagam mbil vi. thal rovides Verizon it accessto a roadcasters ootae whihwul b availabl Viznum via hi mahn.

Te seer manitude o tis dea

reenorces te vaue o sortscontent to rands. th mllingbhin hi al ugg ha

Vizn aniia high umnin an aggivlnving mium hi lam.

O2 hav a ng iin in ing num ha lil bi xahugh hi au in mui an al h ini o2 vnu. Hwv,h hav alwa u hi ugb a g u, viingignian wa hugh o2 ii ugb an in englanan Ilan. ov im hi ha inlu reardin customers ittickets, VIp areas at venues, ree ies and ints, reat content and te

oortunity to et u cose and ersona it te ayers.

A g xaml m h Ilan nhi i pla hm nx, whihu hi maqu la um wa a wll a aingga nn. Cickere to atc te video.

CAse study: o2 - wIll pRIoRITISE you

Deutsce Teekom are te market eaders in germany an invaingl in v hi iin. A li ali, h havma ignian invmn in ball (german Nationa Team anbayern Munic), bu hav al a in ling an olmi. Inh ball a h vi a wi ang nn ngag wihum, an mak i iul Gman ball an un an

h vi.

N nl h hav a wih k righ Hl, h al havbaa igh an in anhi wih Liga tal (a a tV ain,whih i aibl m duh tlkm ubib) vi livmah an xluiv an nn hughu h ball an. thiinlu ial mia lam wh an an jin an ngag wih hwi ball an mmuni; an a liv, la an ahivmah ag.

RETENTION &

TEMpATION

CASESTUDY

RETENTION &

TEMpATION

CASESTUDY

RETENTION &

TEMpATION

CASESTUDY
http://www.youtube.com/watch?v=CHw1R5CxLEkhttp://www.youtube.com/watch?v=CHw1R5CxLEk


12/14


A h il n NASCARs mi i, Srint wa lking a wa m a nnin an w-wa ialgu wihsin cu an. th amlih i b ging bak h uu anllwing in h hii h Mi Winn gam. sinvlv h l NASCARs First lady in a pR savvy osition itan increased ocus on rand romotion.

th lai ll h l Mi sin cu ah a, a sin a NAscAr ban ambaa. Mi sin cu a a h Fan

in n h Ini an allw h a an h wl NAscAr hugh h a u ini h . sh ha hxin wih an hugh ial mia, m an a h ak ani alwa aibl a th sin exin.

Miss Srint Cu as over 1.27MM Faceook riends and 52,000ooers on Titter.th Mi sin cu am ha al bn amllinga in NAscAr gam bh n an h ak. Mi sincu ma 300 aaan in 2012 an nu 185 iv aninu inviw.

Vodaone un g lAui humu whn ming

hi Austraian Cricketanhi. th mhi Aualia cik A (whihvi a, bhin h nag, liv t Mah vag)b ing an amaning

vbk v ma hn.th vooks rovided Aussie

cricket ans it te erectcover to atc as muc cricketas tey anted to, ging awawih wk, amil an minibilii alng h wa.

th amaign u Aualianik a m h

vbk an nuag over 1.3miion cricket ans to donoadte A, it 25,000 vooks lalng h wa.

Cickere to atc te video.

CAse study:

SpRINT mobIlE -ovERTAkINg mANoEuvRES

CAse study:vodAfoNE - AuSSIE HumouR

RETENTION &

TEMpATION

CASESTUDY

RETENTION &

TEMpATION

CASESTUDY
http://www.youtube.com/watch?v=tUAvh5i8anohttp://www.youtube.com/watch?v=tUAvh5i8ano


13/14


food foR THougHT:

Wih lm ban ahing h Hl Gail mn an buxin, a wll a im aniabl nn, h valu aan ain innvaiv igh, urigh Hl in a ng bagaining

iin. Tis coud see ierremiums aced on existin and

deveoed rits, eseciay as reacand resonse metrics ecome easier

to track and equivaent vaues more

rousty attriuted.

th mbil inu an nialliin il againh gwing . A h aingmhanim muh nn, h

a uial bh ban (in hagi) an righ Hl (whhav hi wn making mi). Inaiin lm hnlg i nw,m han v, imaiv hmh unning vn an lvl num xin x,again, a ignian bagaining hi.I Rits hoders dont ofer

aeain sonsorsi oortunities

in te teecoms cateory, ten tey

can exect to see a rot in tird

arty associations trou existin

sonsors. I will b ining i h lm la haballin hi aa. th a in in h vi whih righ Hl an

h ban iml an wihu.

cHANgINg THE RulESof THE gAmEIn aiin h a mlxi igh hl-lmlainhi, a uing hmhughu hi ha bn hi (n) lm ban hav a ha w again nn. W hav i n vu

hi minlg bu in h wl lm i all i k.

Bt hav nw akn hi iulima nluin ah hanbing a n ha g mxluiv igh a a a a nhi akag, h havbm a iibu in hi wn

igh hallng sKy mnl,an a uing a h lam iv Baban um aquiiin(an h ulima hi nibuin ml).

th quin nw i wha i h ah ih lm (Bt nlannun annual 2.7bn)aing a imila ag? thi

ul b aiulal lvan n alal mak bai wh vabaa igh ma b availabl a alw .

Wha hi man h an (anhi abili a) i anhquin, bu wha i wihu ubi ha te moie industry as

rmy emraced sort as a canne

to enae consumers trou teir

assions.

A ining ban in h wl hnlg, hw h manimv aqui an aiva high i likl ninu la wa h llw.

coNcluSIoNS


14/14


AbouT ocTAgoNoagn i h glbal , nainmn, lil making an alnnain agn h Inubli Gu. Fun in 1983, w vlinnvaiv making agi k u lin n aha hv-hanging num an inu lana.

coNTAcTJOEl SEYMOUR-hYDE: Vp Stratey, Octaon EMEI2 Wahu squa | 140 Hlbn | Lnn, ec1N 2Ae | UK

t: +44 (0) 207 862 0127

e: jl.muhagn.m@JoeLer_sH

www.ocTAgoN.com

@ocTAgoNuk

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Octagon | Mobile Industry Sector Report