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Spice Digital Limited

Mobile Marketing Services

Agenda
About Us! Why Mobile Marketing Different Channels of Mobile Marketing Ad Network Offering Case Studies

Mobile Marketing OR Third - Screen Marketing


The third screen is becoming an increasingly important part of the customer experience. It is the next digital universe that advertisers and marketers are exploring. Bringing a revolution in advertising a paradigm shift!

Reaches out to a Huge Subscriber Base!


Total Telecom Subscr ber Base

Bhart A rt - 79.9 BSN - 73.9 R anc Co un cat ons - 57.06

Vodafon Ind a - 54.62 Id a C u ar - 30.38 Tata T s rv c s / Ind co - 24.0

A rc - 13.8 MTN - 7.5 Tata T s rv c s - Maharashtra 6.1 Sp c T co - 3.6 BPL - 1.6

Different Channels of Advertising

Television
Mass Contextual

Radio
Contextual Demographic

Print
Contextual Demographic

Direct Mail
Contextual Demographic Location based

Internet
Mass Contextual Demographic Location based

Mobile Phones
Contextual Demographic Location based One-to-One

Trends in support of Mobile marketing


More than 300 MM mobile subscribers in the India, and over 2B worldwide Currently, Mobile Internet Users have surpassed the broadband user base in India Mobile advertising spending will increase to $14B in 2011, up from $1.5 B Brand Recall value of SMS is equal to TV commercial of 30 Sec. 94% of text messages are read Average response rate for mobile campaigns reach beyond 15%

Different Channels of Mobile Marketing

SMS Voice WAP USSD ODP

The Brand Cycle


PUSH SMS oice d SMS Footers

Awarenes s

Short Code/ oice Campaign Mobile Conte t W P Site

Consideration

Short Code/ oice Mobile Conte t Mobile Coupon Registration M-Coupon M-Commerce Loyalty Program

Loyalty

Preference

Experience

ODP M bile Game M bi S de W P Z ne

Ad over Voice
Caller Dials the number 990022334 4
The call lands at the caller s service station & searches or called party & destination network

Destination Operator

Tring Tring !!

PRE CALL

AD RBT

The calling party hears the Pre -call ad

ter searching the calling party, the Caller hears the d RBT instead of tring tring

Available Inventory Over Voice


Caller Dials the number 990022334 4
Har Jeb mein Rang !!! This call is brought to you by NOKIA

Sabse Sasta Sabse Accha Big Bazaar Sale extended to 4th Jan

Ad displayed on empty screen when user is dialing a number

PRE CALL
Time slot of 10-15 sec Profiling can be done Interactive via IVRS or SMS

AD RBT Time slot of 10-15 sec Valid on all incoming calls Interactive via IVRS or SMS

Options Over WAP /Mobile Internet


WAP Banners WAP Zones

WAP Contests

WAP Virals

Option over SMS


P2P SMS PUSH SMS PULL SMS

Missed Call/Network Alerts

Option over USSD


USSD Balance Query USSD Menu USSD Subscriptions /Alerts

Other Offerings

Other Offerings
Branded on device portal

Other Offerings
Game Branding
In-Game Branding This in-game screen remains constant, throughout the game The banner, with the Brand logo, will appear on this screen

In-Game Branding The Brand logo (and the tagline) can appear at the end of the bowling alley (as a scroll), or when the user throws the ball It can even be displayed as a scroll when the ball hits the pins and the view zooms in

Ad Network Solution
Features Highlights Extensible targeting using tags Flexible campaign design & campaign creation wizard Cross-channel response tracking Detailed auditing of impressions and responses Powerful inventory management system Extensive reporting

Profiling capability
Who is the sub? Age Incoming range Education Mobile user type Where is the sub what is he doing, and when? Location Kind of content Day of week Time of day

Tag-based Profiling

Demographic Targeting

Targeted Age

Contextual Targeting

Targeted Location

Behavioral Targeting

Targeted Interests

Reporting capability
Subscriber base report shows reach according to subscriber attributes Inventory reports show ad insertion opportunities Delivery reports show impressions and responses organized by user criteria Response rate reports compare responses rates by subscriber attributes Subscriber base report: determine potential reach by operator, attribute Inventory: plan ad sales, determine overall performance Delivery: determine individual campaign performance Response rate: improve targeting

Popular Case Studies


Russians will be able to send text messages to ensure that the Vodka they are drinking is genuine. By sending the serial number of the bottle to a designated short code, they will get a response by SMS certifying (or not) the product. Jaguar Uses Mobile To Launch New XF Sedan Jaguar wanted to communicate the vehicle s break through styling and unique features to a target audience that was male, to years old, and with a high level of household income Mobile proved to be a great way to do this. Lynx Builds Weapons of Mass Seduction Lynx Get In There Mobile Tools is one of the most innovative downloadable mobile applications we ve seen, and has won a series of awards including Cannes Lions Silver, D&AD Pencil, UK MobileMarketing, and most recently the MMA global award for Best Use of Mobile Marketing-Branding

Ad Network Solution
Features Highlights Extensible targeting using tags Flexible campaign design & campaign creation wizard Cross-channel response tracking Detailed auditing of impressions and responses Powerful inventory management system Extensive reporting

Thank You
Ivon Parmanand Head Mobile Advertising Contact +91-9971792574 Email: Ivon.Parmanand@spicedigital.in | Web: www.spicedigital.in

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