Why MMS Is the Essential Next Step in Effective Customer Mobile MessagingMay 2, 2013

About Archer

Our Aim is True

Archer has launched tens of

thousands of global

initiatives for companies,

agencies, and public

institutions needing to

connect with their desired

target audience.

Archer provides guidance

every step of the way to

make sure you deliver

contextual, timely,

targeted content that

builds enduring trust and

loyalty.

Reach Engagement Guidance

Archer’s breadth of

mobile solutions help you

communicate with your

audience in a way that

encourages interaction

and engagement.

Archer Capabilities

Reaching and engaging customers where they want to be reached and engaged, addressing changing customer needs, wants, behavior and media channel preferences.

1 in 3 Mobile Users• Took a picture (37%)

• Searched for a nearby store (32%)

• Searched for coupons (31%)

• Researched product/price (30%)

• Text/called friend about a product (29%)

• Looked up product/price info (28%)

• Sent a friend a picture of product (27%)

• Created a shopping list (27%)

ComScore September 2011 US Custom Mobile Retail Advisor Survey

1 in 4 Mobile Users• Found or redeemed coupon (26%)

• Scan barcode to compare price (26%)

• Read customer ratings/reviews (24%)

• Compared price via web (24%)

• Shared product recommendations (18%)

• Checked store inventory (18%)

• Made mobile web purchase (15%)*

• Used mobile shopping app (15%)*ForSee US Survey January 2012

1 in 5 Mobile Users

The Mobile Rich Media Imperative

The Impact of Sending Mobile Messages

Recommend the store to others

Purchase another product from that store (different for the product being promoted)

Purchase the product promoted in the store

Visit the store

Visit the company's website to purchase the product promoted or a different product

Visit the company's website for more info

0% 10% 20% 30% 40%

21%

25%

26%

32%

37%

38%

Placecast/Harris Interactive “The Alert Shopper” May 2012 mobile users who have signed up to receive text alerts from retailers/merchants

The Impact of Mobile Messages

SMS/MMS Open Rates

Click Through Rates Conversion Rates

Facebook Ad (DMA)

Online Display (DMA)

Email (DMA) SMS Study 1 (Signal)

SMS Study 2 (DMA)

SMS Study 3 (Textboard)

SMS Archer Tier One

Brand

0%5%

10%15%20%25%30%35%40%45%50%55%60%65%

1% 1%7% 6%

14%19%

58%

Email Open Rate

SMS/MMS Open Rates

Phones Enabled SMS/MMS

0% 20% 40% 60% 80% 100%

22%

97%

97%

Source: Mobile Marketing Association; Frost & Sullivan; Epsilon

Email (DMA)

Online Display (DMA)

SMS (DMA) Archer MMS Case

1

Archer MMS Case

2

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2% 4% 8%15%

47%

Immediacy.

Solutions for RetailersWhy MMS Messaging?

• vs. email: on average emails are read within 48 hours—text messages are read within 4 minutes• vs. postal mail: days vs.

minutes for SMS/MMS• vs. Radio & TV: weeks to

months of production and scheduling vs. hours or minutes

Solutions for RetailersWhy MMS Messaging?

Engagement.

• vs. email—300% increase in opens for MMS vs. email, between 60%-70% of email messages are blocked by corporate spam filters

• Performance—branded campaigns have seen as high as 50% CTR and 40% lift in purchase intent

• ROI—1000%+ on a branded campaign

• vs. Social media: immediate but fleeting as messaging slides through Twitter streams or across pages—mobile messages stay on the phone until erasedSource: CTR Rebook campaign, Mogreet archive; Lift GMC campaign, Mobile Marketer Nov 2010; ROI BMW

campaign 3G Dating Agency blog, DMA 2010 Response Rate Trend Report

Solutions for RetailersWhy MMS Messaging?

High Response Rate. • Ability to respond directly from a message—click to call, click to web, direct POS redemption, direct product fulfillment, reply SMS/MMS

• It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to an MMS message.

• Messages can be personalized to interests, needs and profile of individual consumers or groups

(Source: CTIA.org)

Solutions for RetailersWhy MMS Messaging?

http://community.nuance.com/blogs/expertsblog/archive/2011/10/19/why-95-of-apps-are-quickly-abandoned-and-how-to-avoid-becoming-a-statistic.aspxhttp://bgr.com/2011/12/15/smartphone-penetration-skyrockets-in-2011-iphone-becomes-no-1-handset/

http://aptito.com/blog/2012/05/23/smartphone-apps-–-how-many-people-use-them-what-is-your-restaurant-missing-out-on-by-not-offering-one/http://www.forbes.com/sites/ericjackson/2012/08/03/why-the-higher-click-through-rates-for-mobile-ads-which-facebook-touts-mean-nothing/2/

http://ctia.org/advocacy/index.cfm/AID/11219http://www.comscore.com/Insights/Press_Releases/2013/4/comScore_Reports_February_2013_U.S._Smartphone_Subscriber_Market_Share

http://bgr.com/2011/12/15/smartphone-penetration-skyrockets-in-2011-iphone-becomes-no-1-handset/

The Pew Research Center’s Internet & American Life Project April 26-May 22, 2011 Spring Tracking Survey

http://www.mmaglobal.com/research/achieving-tangible-roi-multimedia-text-message-marketing

1000 people: app/web ads

x only 57% of phones can actually use apps

= 570 people left

X 87% of smart phone owners use apps

= 496 people left

x only 0.8% of in-app ads are intentionally

opened

Hey look, you reached 4 people…

1000 people: MMS

X 95% of phones can receive MMS

= 950 people

x 61% of phone users use MMS

= 580 people

x 98% of MMS messages are viewed

Wow, you reached 568

people with rich media!

Comscore MobiLens September 2011

Reach!

Strategy: Drive Sales, Satisfaction & Cuts Costs

STRATEGIC OBJECTIVES

1. Increase relevancy of marketing with segmentation, increasing conversion and desired customer behaviors

2. Drive traffic to stores, online Web and mobile Web

3. Reduce the cost of customer service while improving customer engagement, satisfaction and loyalty

4. Build a closer relationship with customers with highly relevant messages by capturing and responding to their individual needs

5. Increase awareness and engagement of products, services and the brand itself

6. Create new and cost efficient channels for product sales

7. Increase effectiveness of store merchandising with compelling and useful mobile interactivity

8. Increase the effectiveness of all other marketing channels by integrating mobile interactivity and engagement

Tactics: What You Can Do With MMS

• Rich media messaging for PUSH marketing to drive customer engagement, loyalty and store/web traffic

• Build and integrate your CRM database for segmented mobile messages driving store traffic and customer loyalty

• Deliver product/service information that relates to profile, preference and behavior data (online and off) to drive store traffic with option of relevant offer/promo

• Deliver incentive marketing programs increasing customer loyalty and retention with POS redemption/tracking

• Location relevant messaging (LBS) based on dynamic, real-time carrier lookup

• Deliver rich media content and promotional content driving traffic to mobile web content portals

• Customer service engagement for customer statements, loyalty program access, and shipping/billing alerts

MMS Mobile Engagement for Retail

• New Arrivals• Event Promotion • Sweeps• Location Based Offers• Loyalty Offers• Triggered Offers• Segmented Offers

DRIVE TRAFFIC

• Merchandise Info• POS Offers• Mobile DB Opt-in• Alert Store Manager• Send to Friend• Wish Lists• Social Sharing• Local Store Marketing

IN STORE

• Mobile DB Opt In• Thank You Message• Receipt Delivery• Loyalty Statement• Follow Up Offers

PURCHASE

• Social Sharing• Order Issue Alerts• Delivery Status• Pick up In Store• Loyalty Statements• Credit Card

Statement• Gift Cards

ON LINE

MMS Integration and APIs

EASYINTEGRATION

CRM DATABASES BUSINESS PROCESSES OUTSIDE ANALYTICS CONTENT/CMS WEB SERVICES CROSS CHANNEL .CSV INTEGRATION CUSTOM

INTEGRATION

MMS Marketing Message Delivery

44264

Citycafe

MMS Image

• Unlimited characters• Media size limits according to carrier

and handset• Handset model detection and media

optimization a must• Deliver images, video, animations,

slide shows and more

MMS Video

Integrated Marketing

MMS Video & Rich Media

MMS Coupons & Graphics

Landing Page & Sites

Native Apps

44264

Citycafe

City Café Thanx for joining, look for weekly exclusive offers via SMS and MMS. Show this message for free coffee with breakfast croissant Code 34rrt More at htt://cc.mobi

SMS

PUSH MMS ALERTS OR SINGLE INTERACTION

QR Codes & Microsoft Tag

MMS

MMS: Rich Media Messaging Rocks

Carlos by Carlos Santana Collection Offer

Get 10% off any Carlos Santana designer shoes or accessories this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. See the shoes here http://m.carlos.com

• 50% of people are more engaged with a retailer after watching a video

• 45% of people are more likely to return to a retailer if a video is integrated

• People are more engaged with a retail brand after watching a video

• People are willing to spend 2.79 minutes watching a video that supports a brand value

Source: Invodo e-tailing, March 2013

Macy’s Carlos Santana Collection Offer

Get 10% off any Carlos Santana designer shoes or accessories at Macy’s this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. See the shoes here http://m.macys.com

Carlos by Carlos Santana

MMS: Loyalty & Personalization

Macro: MMS resulted in higher customer spending than those who received email or SMS marketing for the brand.

Infacet: Sent to highest value customers using CRM based segmented messaging.

We have seen 5x performance of MMS over SMS for many campaigns.

Driving Store Traffic via MMSRich media incentive marketing driving store traffic and credit card sign up.

• MMS to promote seasonal Red Carpet Event Sale

• Sweepstakes giveaway to drive customer participation

It’s hot, it’s red, it must be the Edgars Red Carpet Event!

Open and account with Edgars today and join in on the Red Carpet Event which includes an exclusive 12 hour shopping experience.

Get in store today! Don’t forget to bring your ID and qualify for up to $100 in discount vouchers.

It’s a date on the 5th of August 9am to 9pm

Campaign Metrics: 5:1 performance over previous SMS or email campaign

MMS: Driving Traffic and Credit Sign Up

45

Intro

Me + mobileBank = Potential

mobileBank :Check out our latest video to find out how mobileBank can help you experience life in its fullest! For more info, visit http://m.mobilebank.com\

Customer Onboard and Education

MMS Intro Video

Video Playback

Airline Loyalty GO Club Rewards Enrollment Form

Customer Acquisition & Database CRM• Opt-in available via online Web form,

mobile site or app capturing customer profile data

• User selectable alert message content preferences

• Preference and profile data can be captured for CRM database build, analysis, segmentation, and use in other marketing channels.

• Outside CRM data or transaction history can be integrated for segmentation and relevance

• Messages can then be contextually personalized for each consumer by name, location, product relevance, behavior, transaction history and any other event/data

Mobile Site Opt-in

Web Opt-in

Driving Upsell via MMSMMS used to drive product and services upgrades.

MMS: Personalized Upsell

• 5 different messages sent• Very high volume per message sent• Personalized audio and video content for each

customers’ account status first name, handset they currently own, closest store to get a new phone etc.

• Significant increase in contract upgrades over SMS—MMS is now channel of choice

• Within 1 hour of MMS sent, tracked contract upgrades from retail stores

• Messages segmented and personalized by consumer profile—low value, high value, subscription plan etc.

• Custom video content created for MMS• Repurposed :30 TV animated spots• Ongoing messaging to highest priority

upgrade candidates (feature phone users)

MMS: Product Awareness/Upgrade Promotion

MMS: Personalized Upgrade Video Promotion

Leverage CRM data to personalize MMS text or even actual rich media itself (video and audio) by segments or even for each customer

Knows customer by name Knows product purchase history Knows customer status/transactions

Product cross/up sell Personalized product info/awareness Personalized loyalty awareness

Personalized loyalty/reward offer Personalized by location driving store traffic

MMS: Personalized Upgrade Video Promotion

Location Based Messaging

• Geo-fencing using real-time lookup with radial parameters based on a list of user designated locations

• One-time message campaigns with real-time location lookup

• Location aware SMS subscriptions/alerts using one-time location lookup of the user at opt-in capturing a fixed “home” location, with the option of additional lookups for user location verification

• SMS subscriptions/alerts with real-time lookup of each subscriber’s location before every subscription/alert broadcast

Carlos by Carlos Santana Collection Offer

Get 10% off any Carlos Santana designer shoes or accessories this weekend only. Offer expires 7/24/13. In-store purchase only show code 4433ffz or text CARLOS2 for a barcoded coupon via MMS. Closest store to you now is 433 Powell St. at Market.

“SMS 2.0” MMS Mobile Statements

• Saves mailing & paper costs• Engage customer with rich content• Relevant—delivered to their phones• High and quick open rates• Multipurpose—business ops +

marketing• Save time—no paper statement

processing delay• Flexible—deliver statements when

desired• Opportunity to integrate product

and services marketing

SECUREproven to meet

stringent security and legal requirements

And they WORK

89%confirmed receipt of mobile statement for

Vodacom

HIGH, MEASURABLE DELIVERY RATES

2,500,000statements delivered

every month for African Bank

MMS MOBILE STATEMENTS

decrease in statement delivery costs for

municipalities

75%

PROVEN EFFECTIVE IN DECREASING COSTS

25%increase in average

monthly collections forlarge retailer

Detailed MMS Mobile Statements

Integrate Business Ops with Marketing

Carrier rich media (MMS) delivery of statements

> Savings of 50% compared to previous costs

> 77% Customer Preference

> Decreased Payment Cycles

> Bad Debt Reduced

Increase Operational Efficiency with MMS

Vodacom MMS Statements

Why MMS Is the Essential Next Step in Effective Customer Mobile MessagingMay 2, 2013