White Paper: MMA/iLoop Mobile Location Technology Roadmap

  • Published on
    13-Sep-2014

  • View
    11

  • Download
    3

DESCRIPTION

The "Why" of Location-enabled Mobile Marketing: Understanding Location as the Key for Creating Customer Value and Engagement

Transcript

<ul><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>The "Why" of Location-enabled Mobile Marketing: Understanding Location as the Key for </p><p>Creating Customer Value and Engagement </p><p>October 18, 2011 </p><p>MMA EDUCATIONAL SERIES </p><p>Sponsored by: </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>2 Copyright 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>3 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>Entering </p><p> your store? </p><p>At the office? </p><p>At home? </p><p>Going to the mall? </p><p>Copyright 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute 4 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>50% of mobile users served location-based messaging take action Mobile Marketing Association &amp; Luth Research, 2010 </p><p>5 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>6 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>7 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>8 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>9 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>10 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>11 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>Standalone GPS Wi-fi/IP Carrier-based/Cell ID Carrier-based/A-GPS Other </p><p>12 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p> 285 million 50 million </p><p> NO Download App Download Required </p><p> NO All phones Platform specific (iPhone, Android, </p><p>Blackberry, Windows, etc.) </p><p>0 - 10 seconds 15 30 seconds </p><p>5 500 meters 5 -100 meters </p><p>YES NO </p><p>Better Worse </p><p>None Severe </p><p>Network Secure App Allowed </p><p>(Spoofing Permitted) </p><p>App-Based Carrier-Based </p><p>Data Integrity </p><p>US Addressable Subs </p><p>Adoption Hurdle </p><p>Platform-specific App </p><p>Speed </p><p>Accuracy </p><p>Indoor Coverage </p><p>Downtown Coverage </p><p>Battery Drain </p><p>13 </p><p>13 Copyright 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>http://InstantLocateDemo.loc-aid.com </p><p> Locate your own phone for real-time location fix </p><p> See accuracy levels with least expensive (cell ID) &amp; most accurate (AGPS) </p><p> See how opt-in procedure works (Your phone will be opted-out automatically in 10 minutes) </p><p>14 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>LaaS LBS </p><p>Co</p><p>nsu</p><p>me</p><p>r En</p><p>terp</p><p>rise</p><p>15 Copyright 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>Copyright 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute </p><p>Location-based SMS promos </p><p>Location-enabled loyalty/CRM </p><p>Solutions customized by location </p><p>Heat Maps/statistics &amp; reports </p><p>Real-time interaction by location </p><p>Cross-carrier and device-agnostic </p><p>16 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>Copyright 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute </p><p>Location-based SMS promos </p><p>Location-enabled loyalty/CRM </p><p>Solutions customized by location </p><p>Heat Maps/statistics &amp; reports </p><p>Real-time interaction by location </p><p>Cross-carrier and device-agnostic </p><p>Location-based messaging </p><p>17 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p> MMA: Marketing budgets overall are -70%, however mobile marketing budgets are +26% every year </p><p> MMA: Mobile marketing redemption rates often exceed 3X vs. other media channels </p><p> Airwide Solutions says 89% of major brands plan to market via mobile phones by 2011 </p><p> Forrester: 24% of US adult iPhone users and 21% of Android users have used a mobile shopping application in the last three months </p><p> 60% of major brands have deployed text messaging (SMS) campaigns, while 33% have deployed multimedia messaging (MMS) campaigns </p><p>Source: Mobile Marketing Association 18 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>+ Location = Proximity Marketing </p><p>Pushing targeted content based upon mobile location and time-of-day (and other demos) </p><p>to maximize call-to-action or response </p><p>19 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p> Over 2/3 of UK mobile phone owners say they would opt-in to location services to receive relevant content </p><p> Those younger than 35 were more likely to share location data, with popularity dropping as the age of the user climbed </p><p> Customer reviews and sales promotions were the most popular content to receive based upon location </p><p> Source: Fiercewireless August 19, 2011 Nearly 70% of UK consumers keen on location services </p><p>70% </p><p>30% </p><p>Interest in Opt-in to location services </p><p>Interest </p><p>Not Interested </p><p>20 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p> Respondents were conflicted in their attitude toward mobile coupons with a location-based element </p><p> More than 2/3 are at least somewhat agreed that location-based offers were very convenient and useful </p><p> Location services are new enough that many consumers are not familiar with privacy protection in place </p><p> Nearly half have some concerns about privacy </p><p>21 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>22 Copyright 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>23 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>Web Opt-in </p><p> Integrated into any traditional retail marketing channel (print, in-store, TV, Web, outdoor etc.) </p><p> Opt-in to weekly SMS messages on events, promos, and special offers </p><p> Opt-in available via online Web form or mobile site capturing customer profile data including location </p><p> User selectable alert message content preferences </p><p> All preference and profile data is captured for CRM database build, analysis, targeted messaging, and use in other marketing channels </p><p>24 </p></li><li><p>Smart Messaging Example </p><p>Text opt-in for either </p><p>single coupon or to opt-in </p><p>to couponing alert group </p><p>62407 </p><p>Miami </p><p>Store </p><p>62407 </p><p>Text STORE to 62407 to receive a </p><p>SMS coupon every month for 20% off </p><p>your favorite 2010 fashions. </p><p>Database receives keyword opt-in and </p><p>delivers a coupon based on external </p><p>events or information in the database </p><p>Database </p><p>Weather </p><p>Stock Market </p><p>Sports Scores </p><p>Location Look Up </p><p>Product Inventory </p><p>Consumer Profile Data </p><p>Past Consumer Purchases </p><p>Any Other Event or Data Sets </p><p>SMS Only Coupon: </p><p>Contextually relevant </p><p>coupon is delivered </p><p>based on keyword + </p><p>database referencing </p><p>with unique redemption </p><p>code. </p><p>Its a scorcher in Miami today! Keep </p><p>cool with breezy late </p><p>summer skirts. 20% </p><p>off at any store. Code </p><p>t239r Exp. 8/31/10 </p><p>Freezing in NY today? </p><p>Keep warm with with a </p><p>wool sweater. 20% off </p><p>all sweaters at any </p><p>store. Code 34r39r </p><p>Exp. 8/1/10 </p><p>Contextually relevant </p><p>coupon delivered based on </p><p>keyword + database with </p><p>unique redemption code. </p><p>Sends coupon for sweaters </p><p>based on cold weather </p><p>reading for opt-in location </p><p>OR.You can deliver a SMS Coupon with link to WAP </p><p>page with multiple coupons </p><p>and barcode </p><p>Its a scorcher in Miami today! Keep </p><p>cool with breezy late </p><p>summer skirts. </p><p>Discount coupons: </p><p>http://nyskirts/mobi </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>Example: Location Aware Segmented Alerts MESSAGE LIST: Marketing Message Location </p><p>Kohls Savers Club Sat. only! Main &amp; Oak St. store is offering 10% Bonus Buy off all purchases and 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers. </p><p>95110 </p><p>Kohls Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers. </p><p>94109 </p><p>Kohls Savers Club Sat. only! 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers. </p><p>Los Angeles </p><p>Kohls Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers. </p><p>22 Canal St. , NY, NY 10023 </p><p>Phone Number </p><p>Street City State Zip </p><p>(408) 907-2322 </p><p>176 Oak St. San Jose </p><p>CA 95110 </p><p>(415) 334-2232 </p><p>1222 Jones St. San Francisco </p><p>CA 94109 </p><p>(212) 917-8596 </p><p>12 Canal St. New York </p><p>New York 10022 </p><p>44264 </p><p>Kohls </p><p>44264 </p><p>Yes </p><p>1 </p><p>2 </p><p>3 </p><p>4 </p><p>5 </p><p>6 </p><p>7 </p><p>Text KOHLS to 44264 </p><p>Bonus Buy Discounts! </p><p>Step 3: Users confirm </p><p>and their location is </p><p>captured. Opt-in </p><p>location is the only </p><p>user location used for </p><p>future alerts </p><p>Step 4: Confirmation is </p><p>sent to user of </p><p>successful opt-in. </p><p>Optional landing page </p><p>or site link in SMS </p><p>Marketer sets up </p><p>Message List to map </p><p>which locations they </p><p>want to send to and </p><p>what message each </p><p>location will receive. </p><p>System compares </p><p>Message List locations </p><p>to stored users locations at opt-in to </p><p>segment messages </p><p>sent. </p><p>Phone Number </p><p>Street City State Zip </p><p>(408) 907-2322 </p><p>176 Oak St. San Jose </p><p>CA 95110 </p><p>(415) 334-2232 </p><p>1222 Jones St. San Francisco </p><p>CA 94109 </p><p>(212) 917-8596 </p><p>12 Canal St. New York </p><p>NY 10022 </p><p>Kohls Savers Club Reply YES to confirm youd like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg &amp; data rates may apply. TC:www.m.mtiny.mobi </p><p>Kohls Savers Club Thanx for joining. Youll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg &amp; Data Rates May Apply. TC:www.tc.mtiny.mobi </p><p>Kohls Savers Club Sat. only! Main &amp; Oak St. store is offering 10% Bonus Buy off all purchases &amp; 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers. </p><p>26 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>Example: Message Broadcast with LBS </p><p>44264 </p><p>Kohls </p><p>44264 </p><p>Yes </p><p>Kohls Savers Club Thanx for joining. Youll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg &amp; Data Rates May Apply. TC:www.tc.mtiny.mobi </p><p>1 </p><p>3 </p><p>4 </p><p>5 </p><p>6 </p><p>Before sending alert broadcast, system pings all subscribers phones and compares present location with radii in the Message List locations to deliver relevant marketing messages </p><p>7 </p><p>Phone Number </p><p>Street City State Zip </p><p>(408) 907-2322 </p><p>176 Oak St. San Jose </p><p>CA 95110 </p><p>(415) 334-2232 </p><p>1222 Jones St. San Francisco </p><p>CA 94109 </p><p>(212) 917-8596 </p><p>12 Canal St. New York </p><p>NY 10022 </p><p>MESSAGE LIST: Marketing Message Location Radius Message Cap </p><p>Kohls Savers Club Sat. only! Main &amp; Oak St. store is offering 10% Bonus Buy off all purchases &amp; 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers. </p><p>1300 Oak St., San Jose, CA 95110 </p><p>2 miles 5000 </p><p>Kohls Savers Club Sat. only! Lincoln Ave/1st St. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers. </p><p>453 8th Ave., San Francisco, CA 94117 </p><p>1 mile 4000 </p><p>Kohls Savers Club Sat. only! 20% off all Nike and Addidas shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi for more offers. </p><p>3444 Lennon Blvd., Fresno, CA 92331 </p><p>10 miles 25000 </p><p>Kohls Savers Club Sat. only! Canal/Mercer St. store is offering 30% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers. </p><p>22 Canal St. , NY, NY 10023 </p><p>0.25 miles 5000 </p><p>Subscriber (408) 907-2322 </p><p>2 </p><p>Kohls Savers Club Reply YES to confirm youd like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg &amp; data rates may apply. TC:www.m.mtiny.mobi </p><p>Kohls Savers Club Sat. only! Main &amp; Oak St. store is offering 10% Bonus Buy off all purchases &amp; 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers. </p><p>27 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>Example: Geo-Fencing </p><p>44264 </p><p>Kohls </p><p>44264 </p><p>Yes </p><p>1 </p><p>2 </p><p>3 </p><p>4 </p><p>5 </p><p>7 </p><p>8 </p><p>User sees call to action in traditional media and texts keyword/short code to opt-in,. Double opt-in confirmation message sent first. </p><p>Step 5 &amp; 6: User physically enters geo-fence. If triangulation is on their location is fixed and compared to the Message List. Location relevant message is delivered with optional link to mobile landing page or site (steps 7 &amp; 8). </p><p>Kohls Savers Club Reply YES to confirm youd like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg &amp; data rates may apply. TC:www.m.mtiny.mobi </p><p>Kohls Savers Club Thanx for joining. Youll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg &amp; Data Rates May Apply. TC:www.tc.mtiny.mobi </p><p>MESSAGE LIST: Marketing Message Location Radius Message Cap </p><p>Kohls Savers Club Sat. only! Main &amp; Oak St. store is offering 10% Bonus Buy off all purchases &amp; 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers. </p><p>1300 Oak St., San Jose, CA 95110 </p><p>1 mile 5000 </p><p>Kohls Savers Club Sat. only! Lincoln Ave/1st St. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers. </p><p>453 8th Ave., San Francisco, CA 94117 </p><p>2 miles 4000 </p><p>Kohls Savers Club Sat. only! 20% off all Nike and Addidas shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi for more offers. </p><p>3444 Lennon Blvd., Fresno, CA 92331 </p><p>10 miles 25000 </p><p>6 </p><p>Kohls Savers Club Sat. only! Main &amp; Oak St. store is offering 10% Bonus Buy off all purchases &amp; 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers. </p><p>28 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored by Locaid </p><p>29 </p></li><li><p>Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing </p><p>October 18, 2011- Sponsored...</p></li></ul>