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Avtansh Sharma's, Commercial Director Media Monetization from Alcatel-Lucent (Optism) Presentation entitled Mobile Marketing Meets the Wallet at the MMA Forum Singapore in April 2012. The presentation focus on delivering on the promise of commerce being aided by advertising and marketing using mobile as the connective tissue. Surrounding mobile payments with additional value such as offers, deals, and loyalty programs will be discussed. There is growing demand from the industry to help bridge the gap from advertising to actual conversions in an effort to justify the ROI.
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Avtansh Sharma, Commercial Director Media Monetization, Alcatel-Lucent
April 2012
Mobile Marketing Meets the Wallet
THE DIGITAL SPACE IS EVOLVING…
• No. of iPhones sold per minute exceeds the no. of babies born per minute
• In 2011 no. of Smartphones sold exceeded the number of PCs sold – Business Insider March 2012
• In few years no. of mobile devices will dwarf the no. of PCs – Business Insider March 2012
AND THIS NATURALLY IS CHANGING EVERYTHING…
BUT ARE THE BRANDS AND CONSUMERS ABLE TO KEEP UP…
Smartphones, Mobile Broadband, Cloud
enabling “real-time” analysis of data
transforming digital commerce
People are seeking out convenience,
simplicity and instant gratification
in an always on, hyper-connected
world
“Big Data” is the battleground for future services
4
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
NEED IS TO CAPTURE THE “MOBILE MOMENTS” ACROSS 360° …
Source: McKinsey
79 % of smartphone users use their device for help with shopping and 70 % use their phone In-Store – Google/IPSOS – April 2011
5
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
AND THEY INCREASINGLY PAY ON MOBILE BUT… IS THAT ALL?
Many think this is the direction of the mobile wallet...
However, there is even more value which can be offered…
6
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
Secure 1 Touch Payment
Permission, Preferences, Privacy & Context
Engagement & Offers
Loyalty & Content
PERMISSION, PREFERENCE, PRIVACY & SECURITY REMAIN KEY… No change there…
7
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
Opt in management
MNO security & authentication
Profiling & Analytics
Mobile Wallet
Advertising & permission marketing
Direct marketing – coupons & vouchers
Sales, payment & checkout
CRM, Campaign
management
CPM
CPA
CPS
E2E LIFECYCLE MANAGEMENT OF “OFFERS & DEALS” – HOW?
8
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
Awareness Information
Search Evaluation Purchase Post Purchase
LBS marketing
Social Recommendations
Smart Posters
mWallet w/discount vouchers
Mobile CRM
TOUCHING THE CONSUMERS ON ‘always-on’ DEVICES FOR BUYING DECISIONS...
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
Coupon, Loyalty and Payment
IT’s ALL ABOUT USER EXPERIENCE !
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
10
Do you know which star from Real Madrid made his choice to play with the new Adidas Predator shoe? Reply for free 1=yes 2=no
Adidas Predator Case Study
•Build Awareness of the Adidas Predator shoe
•Targeted to English and Arabic speaking users Under 50, Males and
interested in Sport
• Rich Dialogue was used for the campaign format
A BRAND CONVERSATION….
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
11
It is the famous Kaka. "Own
the Game" and visit Adidas
stores now for the new shoe
collection of adipower
Predator
Do you know which star from Real Madrid made his choice to play with the new Adidas Predator shoe? Reply for free 1=yes 2=no
Adidas Predator Case Study Results
•28% response rate Arabic speakers, 18.5% response rate English speakers
• 15 – 24s were most responsive age group (35.5%)
•73% of Arabic speakers learned about the new Adidas Predator shoe
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
Awareness Consideration Purchase Loyalty
Permission marketing + Location + Mobile Coupons + Mobile Checkout + 360 reporting
WHAT BEYOND JUST CONVERSATION…
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
PERMISSION MARKETING + LOCATION
Adidas Predator campaign
Targeting criteria:
• Males, 18-24, interested in Sports & fashion
AND
zones of the Adidas shops as indicated in the map
13
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
M-WALLET : PURCHASE + COUPON REDEMPTION
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Coupon becomes available
from moment user has
responded to the campaign
and received the campaign
follow-on message
dialogue
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
LOYALTY - ADDITIONAL GRATIFICATION…
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E-Book gets provisioned from
the moment user has
purchased goods using his m-
Wallet.
“Your coupon was successfully redeemed.
As a gift Wizcom offers you the eBook The
Kaka Story. Now in your media library!”
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
360 REPORTING
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Measure campaign
success
Delivery /
Response Rate
Redemption Rate
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
IS IT STILL NOT TIME TO THINK “MOBILE FIRST”??
•It took AOL 9 years to get 1 Million Users
•It took Facebook 9 months
•Any guess about how much did it take for DrawSomething?
…JUST 9 DAYS
Business Insider march 2012
18 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION