“The mobile device will be the remote control of the future ...”

myNovation Business Academy 20/04/2010

What are the real success stories of sms in marketing?

• The ringtones & SMS & Win applications they created revenue

• SMS2Screen scroller/overlay applications (MTV ) and SMS votings

(BigBrother, Idols, X-Factor)

• Alerting messages, notification messages (SpijbelSMS, Your car is

serviced and ready etc,..)

All other applications as Java-applications, games etc. were never succesfull, due to thousands of different types of devices with each different screen resolutions

The future is mobile internet!

Nice to know

SMS: short message service

• 4,2 billion active users in 2009, or 74% of all mobile

subscribers are using it

• Created in Finland in 1980, but first message sent over

Vodafone gsm network in UK in 1992 from PC to a handset

• All first installations of SMS gateways were for network

notifications sent to mobile phones, usually to inform of voice

mail messages

• Normally 160 characters long/short … messages can be

concatenated

Nice to know

• The Nokia tune you hear upon reception of a SMS is the Morse

code for the letters SMS (3 short beeps, 2 long and 3 short

beeps)

• SMS today: 4,1 trillion SMS sent in 2008.

• SMS has an average global price of US$ 0,11 while costing

providers almost nothing (interconnect fee ± € 0,04)

Nice to know

• Standard SMS messages: known as the P2P messages and

free (bulk) messages, usually sent as alerts/notifications from

application to handset (everyone can sent these)

• Premium SMS messages: messages at a higher rate, offering

mobile billing by SMS

• SMS MO: mobile originated

• SMS MT: mobile terminated

Nice to know

• Variations on SMS

› MMS

› LBS

› Wap Push SMS

› Flash SMS, Logo

and RTTL

• Upcoming : USSD/SS7

Nice to know

Nice to know

Nice to know

Nice to know

The Power of SMS

• A lot of television shows use SMS, in order to create an

interactive feedback with the customer, so he can vote for his

favorite. Actions with large impact and high participation rate.

• SMS is used a lot in disco’s, when the sound is to heavy to

speak to each other, so people sent SMS to communicate.

• SMS is much appreciated by people with hearing problems.

• The youth has developped his own lanquage..smileys

:-) smily (-: also smiling :) smiling without a nose :' ) happy and crying :-( ) smiling with mouth open 8-) smiling with glasses [:-) smiling with walkman :-)8 smiling with bow tie {:-) smiling with hair

d:-) smiling with cap C|:-) smiling with top hat (:-) smiling with helmet :-)= smiling with a beard &:-) smiling with curls #:-) smiling with a fur hat

Do’s and don’ts

• SMS is meant for quick messaging

... tell it short ... to the point.

... the 160 characters are indeed a challenge.

• Is your service using SMS ?

... promote it! Cross Selling, put it on every document of

your organisation

… don’t think that just having a website will boost your

SMS

traffic.

• Privacy restrictions

… don’t burn your database of numbers ... end users get

irritated after receiving more than 2 messages/month.

Do’s and don’ts

• What is “privacy” to consumers?

We use the same words to mean at least 3 different

things:

› I don’t want you to know about me.› it’s ok for you to know about me, but don’t tell anyone

else.› don’t bother me at all.› and separately, I want my data secured .

• SMS is a fusion between “speak” and “write”.

We write what we say ... but beware who you are sending

the message to!

• If you promote your SMS action TEST IT and verify the

printed version of your action!

A demo of an POS application

• To register: sent the keyword MYNO to 8012

• A free confirmation message will be sent to confirm

your registration and a way to unsubscribe in the

future.

• When the promotion will become active, a SMS with

couponning will be sent in order to retrieve your product

as a member of an exclusive club.

Why integrate SMS in communication?

• SMS is an extreme personnalised way of communication

and very easy to setup for mass communication. (also two

ways)

• SMS is very direct and will always be read.

• SMS reduces your costs of traditional forms of (printed)

direct marketing.

› sending a letter … postage fees of € 0,59 per letter.

› sending a SMS costs you max. € 0,10 .

It’s faster and cheaper and you can determine on

your own when the end user must receive it!

Why integrate SMS in communication?

• SMS gives always a fast respons, people react

instantaneously, so you get very fast feedback regarding

the success ratio of the action.

• SMS can be received everywhere, no need to login on a

computer!

• SMS has a viral effect, messages are easily forwarded

between people.

• Cross Selling : state your website or other promo in the

textmessage (if you have the space).

160 characters ...

a limitation ...

or a challenge?

• You can put more information in an emailing, but maybe too much?

• Too much information makes that people don’t read it.

Why Golden Bytes?

• We are a technical platform, created in 1998

› we route incoming messages to your platform and

provide you with an access to sent your own messages.

› and/or for customers with no internal development

team/ict, we offer plug and play webbased solutions to

setup your SMS action (one stop shop).

Why Golden Bytes?

• We are NO agency, so we do not book your ads space, but

of course we can work with your agency to setup your SMS

action, and they can benefit of our knowledge in this

business.

• We arrange the short number connection, setup of the

application if needed and manage the financial flow of the

retribution for premium services.

• We offer support by our dev. Team in order to help you

configure your connection.

Why Golden Bytes?

• When creating your SMS action, ask our advice

… it’s free!

• Is an SMS action expensive?

your personalised SMS action for € 125/month all in!

(on premium shared short code).

Peter VerniersGolden Bytes Belgium NVwww.goldenbytes.beKapellelaan 971860Meiseinfo@goldenbytes.be

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