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23 May 2016 1
DATA DRIVEN MOBILE MARKETING IN EUROPE
Vit Soupal | Head of M2M/IoT and BigData EU marketing
23 May 2016 2
ABOUT DEUTschE TELEKOM
Customers & Markets
Customers
156 m mobile customers 29 m fixed-network customers/ 18 m broadband customers
Approx. 6.6 m TV customers
Some 1.6 m managed workplace systems
Markets Present in 50 countries
Germany, Europe and the USA: with own infrastructure
T-Systems: global presence & alliances via partners
Facts & Figures
Telekom in figures, 2015 Revenue € 69.2 bn
Adjusted EBITDA € 19.9 bn
Free Cash-Flow € 4.5 bn
Employees & responsibility Employees worldwide: 225,000 8,600 trainees and cooperative
degree students in Germany Pioneer of social issues
(climate protection, data privacy, diversity, etc.)
Source: DT 2015 annual report/TMUS annual report to shareholders 2015
23 May 2016 3
MOBILE ADVERTIsING
“Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.”
Source: Wikipedia
23 May 2016 4
MOBILE VIDEO & TV
MOBILE APPs
MOBILE ADVERTIsING IncreasIng customer InteractIon across channels
MOBILE WEB
MMs
sMs “What is interesting is that the depth of insights that CSPs possess typically dwarf the information that a Google or a Facebook can provide. CSPs have the benefit of being able to look at spend capacIty, accurate locatIon, usage patterns, handset information, behavIoral usage and socIal InteractIon as well as psychographic profIlIng.”
Source: tfmainsights.com
23 May 2016 5 5
MARKET LOKATOR Slovakia
cELLTIcK Poland
GEOLAD Austria
LOcATION BAsED MOBILE
ADVERTIsING Hungary
MOBILE ADVERTIsING sOLUTIONs examples across europe
23 May 2016 6 6
LOcATION BAsED MOBILE ADVERTIsING
- hUNGARy -
23 May 2016 7
LOcATION BAsED MOBILE ADVERTIsING 2014 REAL TIME, PREDICTIVE LOCATION BASED “B2B2C” SOLUTION
sERVING E-cOUPONs & ADVERTIsING DIREcT fROM BRANDs/ADVERTIsERs TO "OPT-IN" sUBs WITh PROxIMITy DRIVEN RELEVANcE – shOWING 5x hIGhER REsPONsE RATE
23 May 2016 8 8
MARKET LOKATOR
- sLOVAKIA -
23 May 2016 9
TARGETED MOBILE ADVERTIsING – MARKETLOKATOR 2015+ onlIne geoanalytIcs WIth targeted marKetIng
23 May 2016 10
TARGETED MOBILE ADVERTIsING - MARKETLOKATOR use case: event evaluatIon by group m
hOW TO APPROAch EVENT VIsITORs fOR fINAL EVALUATION?
23 May 2016 11 11
cELLTIcK
- POLAND -
23 May 2016 12
TARGETED MOBILE ADVERTIsING - cELLTIcK managed mobIle marKetIng
23 May 2016 13
TARGETED MOBILE ADVERTIsING - cELLTIcK dynamIc monetIzatIon of content
23 May 2016 14 14
GEOLAD
- AUsTRIA -
23 May 2016 15
TARGETED MOBILE ADVERTIsING - GEOLAD the value of targeted advertIsIng
23 May 2016 16
TARGETED MOBILE ADVERTIsING - GEOLAD effectIve targetIng usIng mno data
MNO Data
23 May 2016 17
WRAP UP
OUR VIsION Why Us
Leveraging 6 yEARs Of
ExPERIENcE in m-advertising &
Big Data
Presence IN 8 cENTRAL
EUROPEAN cOUNTRIEs
UNIqUE cOOPERATION
with other PARNTERs &
AGENcIEs
To offer INNOVATIVE
M-ADVERTIsING products
23 May 2016 18
ThANK yOU!
23 May 2016 19
“MOBILE Is NOT A chANNEL, IT Is A WAy Of LIVING” …and the amount of data that can be gathered, analyzed and used for campaign and target group optimization is very impressive!
BIG DATA cAN fIND ThE VALUE IN ThIs VAsT AMOUNT Of DATA
Personalized mobile experience
Geolocation & Proximity Signals
Automated intelligence and hyper targeting
Cross Device Marketing
BIG DATA AN MOBILE ADVERTIsING a perfect fIt?