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© 1020 Inc., Proprietary and Confidential, 2009
An Introduction to Placecast:
Location-based Content Management & Monetization
© 1020 Inc., Proprietary and Confidential, 2009
History
Company Overview
Founded 4 years ago in San Francisco Developed a digital platform with location as the foundation
Technology
Proprietary technology can digest any expression of location and formulate a normalized outputNormalized data output can be utilized for content serving as well as location based advertising and marketing
PLATFORM LICENSING– Navteq– Nokia– Alcatel Lucent
ADVERTISING & MARKETING SERVICES
– Location-based targeting solution delivering dynamic messaging across any digital channel - web, mobile, DOOH, and Wi-Fi.
Business Units
© 1020 Inc., Proprietary and Confidential, 2009
Customized virtual geo-fences are created for ANY physical location
Location-triggered Messaging
EXAMPLE: Geo-Fence Surrounding
The North Face 875 N Michigan AveChicago, IL 60611
Consumer opts in to receive messages from a brand
Deliver requested content and information to customers based on time & place
Access the customer’s “always on” mobile device
Extend marketing programs to customers while they are shopping
Innovative technique for cutting through the clutter
© 1020 Inc., Proprietary and Confidential, 2009
What is a Geo-Fence?
Geō-fence noun : a field around any location set to trigger a personalized
marketing message to a consumer entering or exiting the defined area.
How it’s created:• Upload location addresses• Proprietary translator creates a “Place Profile”• Program the desired geo-fence around a location
Flexibility:• Geo-fences can be created around any location• Add, remove & optimize geo-fences• Concentric geo-fences provide store visit insights
Geo-fencing Strategy:• Based on program objectives, trade areas, and
customer demographic/psychographic profiles• Incorporate directional attributes (exit, enter)
© 1020 Inc., Proprietary and Confidential, 2009
Location-triggered messaging
User Opt-In Message DeliveryLocation Trigger
She opts-in to the brand’s program through their– Web site– Social Network– SMS or email program– Web or mobile banner– Store locations
Double opt-in
Saturday Afternoon
She is out shopping in a retail environment, near an event, restaurant or venue
Triggers the geo-fence as she nears a designated location
She gets an SMS alert on her phoneMessage presents a personalized offerMessage could be promotional, branding, sponsorship or a reminder.
© 1020 Inc., Proprietary and Confidential, 2009
Working Examples
OUTDOOR PRODUCTS COMPANY
QUICK SERVERESTAURANT
SPECIALTY CLOTHING RETAILER
Retailer has a unique connection with their customer base and the great outdoors. They look to reach them at their passion points while hiking, biking, and skiing.
Promotion across mobile web, and customer email program.
QSR views ShopAlerts as having tremendous promotional potential for competing in the “Burger Wars”
Promotion across mobile web, rewards card members, and SMS program.
Clothing retailer’s audience has short attention spans and are “heavy texters”. They want to reach them in their favorite hang out – the mall.
Promotion across mobile web, SMS program, and customer email program.
Promotional
Situational
Experiential
© 1020 Inc., Proprietary and Confidential, 2009
Consumer Reaction: location increases relevance and appeal
© 1020 Inc., Proprietary and Confidential, 2009
Placecast Platform: Location-based Programs at Scale
1. InboundProcessing
“Intake of location content”
2. POI Data Management
“Standardize, normalize, de-duplicate”(3 patents)
3. Location Content Management
“Associations between content and POIs over time”
(5 patents, 70+ countries)
Business Rules“Flexible, configurable settings”
4. OutboundProcessing
“Distributionof content
and advertising”(2 patents + 9
licensed patents)
6. Location Based Mobile Marketing
Reporting & Analytics
7. Location-Based Advertising
8. Local Search –Sponsored Listings
5. Location-Based Publishing
9. Navigation -Sponsored Icons
10. Social Networking(Check-in)
© 1020 Inc., Proprietary and Confidential, 2009
Managing “Location” is emerging as a big problem…
Search for "department stores" in New York
Displays push pins on map and sponsored Link
Returns results for a business that is not at that location
On mobile, you must send the user to the right place every time
20%+ of any dataset about location has this problem
Google-powered Maps app on iPhone
“There is no JCPenney at this location! That is very bad, and Google could harm
its reputation by sending people to places that don't exist.”¹
¹ Dan Fromer, Business Insider 10/2009
© 1020 Inc., Proprietary and Confidential, 2009
2010 Roadmap
Ramp retailers
Platform launch
Expand licensing – Europe and Asia
© 1020 Inc., Proprietary and Confidential, 2009
Thank You
Alistair Goodman, CEO(c) +1 510 502 3596
