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Processing Mobile Advertising TransactionsAdrian Sarosi – 14 April 2011
Developments in Mobile Advertising: Push to Engage
Introduction to OpenMarket Europe
2 Proprietary & Confidential to OpenMarket
OpenMarket Europe is the new name for MX Telecom
An Amdocs company
Most reliable and innovative Mobile Transaction Hub in North America and the UK with global reach
A hosted platform – enable any Enterprise to efficiently and effectively reach and engage with consumers through the mobile channel.
Annually process over £600m of mobile payments in retail spend
1B A2P transactions processed each month
Experienced staff of 250
Industry Leadership
• Active industry participation, including:
• Members of:
- MEF Americas Board of Directors
- AIME Executive Board
- IAB Mobile Steering Group
Proprietary & Confidential to OpenMarket3
Customers from all verticals, including:
Proprietary & Confidential to OpenMarket4
Our Value Proposition
Proprietary & Confidential to OpenMarket5
• Resolves the many-to-many relationships and complexities between players• Provides efficiency and scale • Provides ubiquity and standardization• Higher reliability at lower cost• Provides value-added services to optimize the value of the relationships• A Multi-channel enabler: Cross-Channel, Cross-Network, Cross-Platform, Cross Device
The Mobile Hub
6 Proprietary & Confidential to OpenMarket
Content Providers
Marketers/Advertisers
Brands/Media
Retailers
Social Networks
Enterprises/Financials
Information Services Providers
US MNOs
EMEA MNOs
APAC MNOs
Other Geographies
Alternate Payment Providers
Device OEMs
Profile suppliers
Information supplier
Other Suppliers
Hub Services
• Premium SMS
• Direct Billing (from Web,
WAP or custom check out
• UK Payforit
• Application and In-App
Billing
• Mobile Crediting
• Alternative payment
providers
Hub Services
• 2 Way SMS
• Multimedia SMS (MMS)
• Application 2 Person (A2P)
• Free to end user
• International
• Push Notifications
•Video and Voice Shortcodes
Hub Services
•Application building platform
•Chat platform
•Interactive Voice Response
(IVR) Services
• Location-Based Services (LBS)
• Hosted Applications e.g.
Number Profiling, Operator
LookUp, Pre-Authorisation,
coupon providers
Case studies
Crediting : Coca-Cola
Proprietary & Confidential to OpenMarket11
Relevance•Brand
• Engage with 16-24 demographic• Drive sales and brand loyalty• Simplicity• Marketing effectiveness analysis• Talkability• Knowing their customer
• Consumer • Free stuff (50p!) with everything!
1. Consumers driven to packs from ATL(TV & PR)
3. Web or SMS entry2. Get a pack and find the code on reverse of label and can ringpulls
4. 50p phone credit credited directly to consumer’s account
In-App Payments: Virgin Media
Proprietary & Confidential to OpenMarket12
Relevance•Brand
• Upsell additional content• Engage with non-cable customers • Allowing customers to consume how they want• Simplicity• Testing
• Consumer • Mobile access to content• Hassle free purchasing
LBS: NHS
Proprietary & Confidential to OpenMarket13
Relevance•Brand :
• Engage with mobile demographic• Simple facilitation to overcome lazy hurdle for healthcare• Reduce costs• Test branding
• Consumer • Simple access to (sometimes) wanted information!
Direct (Charity)Payments: DEC (and Red Cross)
Proprietary & Confidential to OpenMarket14
Relevance•Brand
• Exploit 100% and VAT-free micro-donations. • Engage with mobile demographic• Simple facilitation for impulsive donation• Reduce costs of collection• Automated Gift-Aid
• Consumer • Simple engagement model for donation
Text ‘Redcross’ to:•70080 for a £3 donation•70555 for a £5 donation
Conclusions
15 Proprietary & Confidential to OpenMarket
•Be relevant•Engage•Evolve - continuously• Don’t abuse the mobile channel• Choose your transaction hub wisely!