cgrate Mobile Advertising (Spear Fishing)

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1 1 (Spear Fishing) What is Mobile Advertising? Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing. The core of mobile advertising lies in the ability of mobile marketers to provide short precise content in order to manipulate the different channel mediums provided by mobile phones. According to the economist the present most successful mobile channel is the SMS channel, which is closely followed by data channels like WAP and J2ME midlets. Some channels like USSD have not been fully exploited, even though they offer far greater reach because of their ubiquitous nature. Mobile advertising has proven to be very successful when used in medium combinations, i.e. USSD and SMS or WAP and SMS. Why you should use mobile advertising Targeted markets Mobile advertising in comparison to traditional methods of advertising is like fishing with a spear instead of fishing with a net. This is to say, unlike in some other advertising mediums, adverts can be directed towards a specific market segment, instead of scooping the unknown. Cell phone customers are active Consumers With mobile advertising, you reach active people looking for information. These active consumers always focus on innovations. This is the ideal prerequisite for placing advertising messages. Viral marketing As mobile is an interactive mass media similar to the internet, advertisers can use viral marketing methods, by which one recipient of an advertisement on mobile, will forward that to a friend. This allows users to become part of the advertising experience. At the bare minimum mobile ads with viral abilities can become powerful interactive campaigns. At the extreme, they can become engagement marketing experiences. Engagement marketing Rather than looking at consumers as passive receivers of messages, mobile advertising allows consumers to be actively involved in the production and co-creation of marketing programs. Customers Forget Customers forget without constant reminders. Each day a customer doesn't hear about your company is one more day they start hearing about your competitor. Name Recognition When a customer thinks of a product whom do you want them to think of or Target? Is it your brand or company?

2 2 Mobile advertising with cgrate revolves around two main channel mediums, i.e. SMS, and USSD. Both channels provide great outreach, with no LSM discrimination Both channels are ubiquitous, they work on all phones Both channels are not phone specific These channels do not require end-user education Through these mediums cgrate channels adverts though five main offerings i.e. Enquiry inserts, Notification inserts, Location Based Services, Please Call Mes, and Recharge Mes. cgrate strives to provide the above offerings at no cost to the mobile subscribers as an incentive to use the service. The paragraphs below give brief descriptions of these offerings, how they apply to mobile advertising, and how you can choose your preferred offering. Enquiry Inserts Enquiry inserts are small text based adverts appended to enquiry requests made by mobile users on their mobile accounts to the MNO. Examples of these enquiries include prepaid account balance enquiries, 3G/GPRS settings enquiries. Enquiry insert advert example: Your prepaid account balance is 15.5, your account expires on Buy prepaid airtime from your closest B.P less 7%. The example advert above shows how direct mobile adverts can be, its like using a spear to fish, you target the most relevant customer. Notification inserts Notification inserts are small text based adverts appended to notification messages from the MNOs. Notification inserts are very similar to enquiry inserts, the difference being that notification inserts are initiated by the MNO. Examples of MNO notifications include missed call notifications, and airtime recharge notifications. Location Based Services This is a very new service in cgrate s advertising suite, but is very effective. cgrate location based services allow users to enquire about the location of different services like the closest restaurants, grocery shops, banks e.t.c. Because users enquire about specific services, advertisers can place adverts which are most relevant to the user, and this improves the success chances of the advert. Please Call Me adverts A Please Call Me advert is a text based advert appended to every Please Call Me request sent by mobile subscribers. A Please Call Me request is a free USSD service sent by a user, requesting another user to call back. Please Call Me messages are split into USSD and SMS messages, with the requesting user receiving a USSD response, and the receiver receiving an SMS message. The Please Call Me advert is appended on both messages. Please Call Me messages are mainly used by mobile subscribers below 30, and subscribers falling in the LSM.

3 3 Recharge Me adverts Recharge Mes are very similar to Please Call Mes, the only difference being in the phrasing of the request. Recharge Me adverts are text based adverts appended to every Recharge Me request sent by mobile subscribers. Just like Please Call Me messages, Recharge Mes are split into USSD and SMS messages, with the requesting user receiving a USSD response, and the receiver receiving an SMS message. The Recharge Me adverts are appended to both messages. Recharge Me messages are mainly used by mobile subscribers below 30, and subscribers falling in the LSM. If you do wish to advertise with cgrate, you can signup online and start advertising, the signup and advert management process is explained below.

4 4 How you can advertise with The paragraphs below describe how advertisers signup, manage, and pay for their adverts. Important notes Advertiser: Anyone willing to advertise on the cgrate mobile advertising platform, all advertisers are bound to companies. This means if you wish to advertise you have to register using company details. Accepted methods of payment: Credit cards Online payments, and Bank transfers Registration is done online. All adverts are added or edited online or through a cgrate agent. Advertiser signup process The process flow describes the registration process. 1. An advertiser signups online on cgrate.com 2. The advertiser receives a welcome , the welcome has the cgrate mobile advertising terms and conditions, and the mobile advertising registration form. Both these documents are appended to this document for your own convenience. 3. The advertiser should fill in the form, and has an option of either faxing the filled out form to cgrate or scanning it and ing it to cgrate. The fax and details will be provided on the registration form. 4. Once cgrate receives the completed form, cgrate will verify the registration details and depending on the registration details, the advertiser s account will be activated. 5. At this point the advertiser should be able to add and edit mobile adverts. 6. If the registration details prove to be insufficient, the advertiser will receive a follow-up call to fix the details. Advert addition process The process flow below describes the advert addition process. 1. The advertiser logs onto the cgrate online advertising portal, and adds an advert. 2. The advertiser should receive an advert received confirmation The advert will be vetted by the cgrate team to see if it meets the regulatory authorities standards. The vetting should be done within 30 minutes of receiving the advert. 4. If the advert is successfully vetted, the advertiser will receive an to confirm the dates the advert will be added. This will also have the slot count for each of these days, and most importantly an invoice for the purchased slots. 5. If the advert does not meet set standards the advertiser will be contacted, and asked to change the advert online.

5 5 **NB The cgrate support team will always receive s when customers enter invalid details like high numbers of slots, or invalid dates. When the support team receives these s, the team will try help the advertiser within 30 minutes of receiving the notification. Advert editing process The process flow below describes the advert editing process. 1. The advertiser logs onto the cgrate online advertising portal, and adits an advert. 2. The advert will be vetted by the cgrate support team to see if it meets the regulatory authorities standards. The vetting should be done within 30 minutes of receiving the advert. 3. If the advert is successfully vetted, the advertiser will receive an to confirm the remaining dates the advert will be posted. This will also have the slot count for each of these days. 4. If the advert does not meet set standards the advertiser will be contacted, and asked to change the advert online. Paying for adverts All advert payments should be made within 21 days from invoice date. The cgrate payment details, and number of slots purchased will all be included in your invoices. Please see the registration form and the terms and conditions below.

6 6 Registration Form Please study the content of this document carefully and complete all the required fields. Once you are done, your scanned form to or fax the completed form to Your account will be activated on successful verification of form details. All fields on the activation form are mandatory and must be legibly completed in full; or this may lead to a delay in your registration request. Contact Contact Person: Telephone: Address: Fax Number: Company Company Registration Name: Company Registration Number:. Country of registration: Physical/Billing Address:.. I the undersigned declare that The above data is accurate, and I understand the terms and conditions applicable to cgrate Mobile Advertising. Date: Name: Signature: Please contact or for assistance with querying your cgrate Mobile Advertising registration request. N.B: If you did not receive the cgrate Mobile advertising terms and conditions via , please download them from the cgrate site on

7 7 cgrate Consulting International CC Advertising Terms and Conditions 1. In these terms and conditions, Advertiser means the party who books the space and/or any agent acting on his behalf and Publisher means cgrate Consulting International. 2. These terms and conditions shall apply to all advertisements accepted for publication by the Publisher except insofar as shall otherwise specifically be agreed in writing by the Publisher, notwithstanding that the Advertiser may choose to provide confirmation, purchase order or any other document containing other terms and conditions. The Advertiser shall not be entitled to rely on any representation or warranty, express or implied, which is not contained herein. 3. All advertisements are accepted subject to the Publisher s approval of the copy and to the required space being available. The Publisher will try to place an advertisement in the product section apparently most relevant to the Advertiser but reserves the right to make the final decision as to the position of the Advertisement. The Publisher reserves the right to place the word advertisement with copy which (in the Publisher s opinion) resembles editorial matter. 4. Any free listing facility is offered ex-gratia and whilst the Publisher will consider the wishes of the Advertiser, the Publisher reserves the right to make the final decision as to whether to include the same and as to its format and wording and shall not be required to obtain the approval of the Advertiser thereto. 5. The Advertiser warrants and represents that the advertisement (a) does not contravene any law, statute or regulations in any country where the advertisement might appear as a result of its publication by the Publisher (b) is not in any way defamatory or illegal or an infringement of the rights of any third party (c) complies in all respects with the relevant advertising standards prevailing (in any country where the advertisement might appear as a result of its publication by the Publisher) at the time the advertisement is published. 6. The Advertiser will indemnify and keep the Publisher fully and effectively indemnified from and against any losses, costs and expenses howsoever incurred by the Publisher arising out of or in connection with the advertisement and/or in respect of any breach by the Advertiser of paragraph 5 of these terms and conditions. The Publisher will consult with the Advertiser as to the way in which any claim against the Publisher (in respect of which indemnity is sought by the Publisher from the Advertiser) is handled. 7. The Publisher reserves the right (in its absolute discretion) to omit, suspend or exclude an advertisement at any time; any such omission, suspension or exclusion shall be notified to the Advertiser as soon as possible. If the Publisher exercises its rights under this paragraph at any time, the Publisher shall not be liable for costs, claims, liabilities or damages of any kind as a consequence of so doing. 8. All reasonable care will be taken to avoid mistakes but the Publisher does not accept liability for any errors or omissions due to the acts or defaults of third parties or sub-contractors or due to inaccurate or ambiguous copy instructions or due to any other acts, circumstances or defaults beyond its reasonable control. The Publisher shall not be liable for any errors or omissions in the advertisement unless the proof is returned in ample time for corrections to be made before the publication goes to press or is otherwise finalised prior to publication. 9. The Publisher shall have no responsibility if the advertisement is not published on the agreed date as a result of strike, lock-out, fire, storm, flood, riot, explosion, power failure, break-down or failure of systems or machinery or any other event beyond the Publisher s reasonable control. 10. The Publisher does not warrant any particular publication date for the advertisement unless otherwise expressly agreed in writing with the Advertiser and, in any event, time shall not be of the essence as regards the publication date. 11. All advertising insertions shall be submitted by the Advertiser by the closing copy date in the form stipulated by the Publisher and otherwise in accordance with the Publisher s instructions from time to time. Unless the Publisher receives the advertising insertion in the proper form and as per the Publisher s instructions, or if the Publisher is required to perform additional production work as a result of the Advertiser's failure to conform to the Publisher s requirements and/or instructions, the Publisher (in its absolute discretion) reserves the right (a) to make additional charges to the Advertiser for the cost of any such production work or (b) to treat the Advertiser as having cancelled. 12. Advertisement rates may be revised at any time. Orders are accepted on the basis that the price binds the Publisher only in respect of the next issue to be published by the Publisher. If there is a rate increase which the Publisher wishes to charge to the Advertiser, then the Advertiser will have the option either to cancel the remainder of the order without surcharge or to continue the order at the revised advertisement rates.

8 8 13. If the Advertiser cancels the balance of a contract for a series of advertisements except in the circumstances set out in paragraph 13 above, then the Publisher has the right to surcharge previous advertisements in the series where series discount had been applied. Series discounts apply only to orders placed in advance and completed within one year from the date of first insertion. The Publisher reserves the right (in its absolute discretion) to surcharge if the insertions are not completed within (a) such one year period or (b) the agreed period. 14. The Publisher s credit payment terms are strictly 21 days from the date of invoice. Without prejudice to any other rights or remedies available to it, the Publisher reserves the right to charge interest on overdue amounts at the rate of 2% above the base lending rate from time to time of Standard Bank of South Africa Limited (Reg. No. 1962/000738/06), such interest to accrue on a daily basis from the due date to the date of actual payment. 15. Notice of cancellation or suspension of an advertisement must be received in writing by the Publisher strictly in accordance with the relevant publication s rate card cancellation terms. Cancellations or suspensions received without sufficient notice will be charged for in full by the Publisher. 16. The Advertiser must supply advertising copy to the Publisher by the relevant copy date quoted by the Publisher. If the required copy is not received by the quoted copy date, the Publisher may (in its absolute discretion) treat the Advertiser as having cancelled. If the Publisher elects to place the advertisement (notwithstanding the late supply of copy by the Advertiser) no promise or assurance is given that proofs will be supplied or corrections made. 17. Copy must be supplied by the Advertiser without application or request from the Publisher. Proofs will be supplied where copy is submitted for setting at the printer provided that such copy is received by the quoted copy date. Proofs will not be supplied for advertisement copy supplied as complete artwork or film unless specifically requested in writing by the Advertiser. 18. The Advertiser s property, artwork and any other items are held by the Publisher at the Advertiser s risk and should be insured by the Advertiser against loss or damage from whatever cause. The Publisher reserves the right to destroy all such property, artwork and/or other items which have been in its possession for more than twelve months. Additionally, the Publisher reserves the right to retain all such property, artwork and/or other items until the Advertiser's account has been settled in full. 19. In no event shall the liability of the Publisher for any breach of contract or in tort exceed the price paid by the Advertiser for the advertisement. 20. In no event shall the Publisher have any liability either in contract or in tort for any consequential or indirect loss or damage suffered or incurred by the Advertiser, including (without limitation) loss of profit or damage to reputation or goodwill. 21. These terms and conditions and all other express terms of the contract shall be governed and construed in accordance with South African law and the Advertiser submits to the non-exclusive jurisdiction of the South African courts in connection with all disputes, claims or actions arising out of or in connection therewith.

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