Qustodian mobile squared

Driving football footfall with mobile

John Roberts

Mobile Squared

9 November 2011

1

Agenda

1. Whistlestop tour of Qustodian

2. Example campaigns and results

3. Insights

2

What is Qustodian?

• Qustodian is a permission-based, engagement marketing service for mobile phone users

• Communicates over the mobile internet, independently of phone manufacturer and operators

3

Brands Consumers Mobile Internet

CHANNEL

4

Qustodian Partners

5

UK Music Festival

Atletico Madrid FC

Mobile Virtual Operator

Qustodian User Experience

1. Simple sign-up and App download process:

3. User has personal messages inbox for commercial messages & coupons

– For advertising, direct marketing, sales (coupons) & research

– Rich media formats for advertisers

2. Works on all phones with internet access

– Apps for all major Smartphones

– Symbian, Android, iPhone, Blackberry, Windows Mobile, JME

4. Includes in-built reward mechanism to encourage user interaction and use

– Cash credit

– loyalty points (integrated with existing program)

– Miles

6

3 1

7

And then receive messages

8

Reference Agencies

9

User Preferences are Key to Success

10

Preference Profile Development

11

Express interest / State preference / Add data:

Phone contract type Insurance renewal month

Or state not interested:

Preview

“Born from within”,

new Spain football

kit. Select next to

view video

Adidas kit launch

message

preview in inbox

Intro Video Ad Product info

Video of Ad Product details and

closing comments

1. Awareness: Adidas launch

® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 12

2: Engagement: Play Station launch

® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 13

3. Sales: Skyline film launch

® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 14

4. Footfall: Tierry Mugler (Clarins)

® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 15

Offers Channel

16

Presentation Web redirect Inbox Notification

Canal Ofertas: (-46%) Andorra 4* +

Aventura

A continuación te redirigiremos al…

• Targeted based on location and preferences • Purchase via mobile or save coupon in wallet • ~2% redemption rates

UK Example

17

Discount Codes App download Web redirects

(Web, Facebook, Shops)

Lead generation

Offerum: Consigue descuentos de

hasta el 70%

A continuación te redirigiremos al…

Typical ‘Footfall’ Examples

® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 18

And a “Football” example: NPower

® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 19

Some Insights

1. Respect permission, privacy and preferences and get: – 70% open rate

– >90% read through rates (attention)

– 2% purchase rate on offers by 26% of recipients

2. Controlled environment works: – No spam

– User control

– Curated

– Quality of relationship >> volume

3. Leisure-time experience – Issue for location based marketing

– Summer time is peak viewing time

20

John Roberts john@qustodian.com

21

Try it at: http://uk.qustodian.com (or if you like football at: http://ffc.qustodian.com)