Last 3 years - Alcatel-Lucent working with the industry to develop mobile into a robust & credible advertising & marketing channel

Transcription

1 Speaker Name Speaker Title Company Name Jerome Camerlynck Advertising Product Manager Alcatel-Lucent

2 About Optism Bridging the gap between advertisers and operators Last 3 years - Alcatel-Lucent working with the industry to develop mobile into a robust & credible advertising & marketing channel April 13, 2010 Launched Optism enabling operators to offer a compelling advertising proposition to both advertiser and consumer At the heart of our solution: Permission, Privacy and Preferences 2

3 Answering industry needs 1. Profitability/New revenue stream 2. Subscriber experience 3. Churn MNOs 1. ROI 2. Reach 3. Ease of use ADVERTISERS 1. Value 2. Ease of use 3. Transparency 4. Relevancy CONSUMERS

4 Power to the people Permission Privacy Preferences Empowerment leads to engagement Image by PictFactory on flickr.com 4

5 All medias are not offering the same potential Messaging-based Display-based Content-based Search-based Few questions to bring you the Best This Song is brought to you by What is your gender? 1) Male; 2) Female 1 or 2 Mobile operators Mobile web sites (long tail) Mobile Content owners Mobile search

6 Media Agency perspective : 1 campaign, 3 clicks 22 ALU Advertising Solutions, EMEA All Rights Reserved Alcatel-Lucent 2008

7 How do we learn? ask consumers to share their interests along the way Demographics Interests Location Response & Interaction 7

8 Understanding consumer sensitivities Objective 1: Gather feedback on a permission-based mobile advertising service offered by a mobile operator Objective 2: Delve into sensitivities for opt-in and rewards and test limits on campaign exposure. Objective 3: Understand privacy and permission based elements of profiling and explore brand preferences and loyalty among retail categories. Youth Trackers: Are ages (young consumers) Are approximately 50/50 male/female Own a cell phone Have wireless service (voice or voice/data) and highspeed internet Are early adopters that their friends look to for advice Mostly extroverted with a strong social network Approximately 10% English-fluency in each country

9 Respondent profiles Country Total Males Females Country Total Males Females China UK Japan US Brazil Canada Mexico Germany France Spain Italy Total survey completes: 11 countries

10 What subscribers told us 54% 78% 76% 63% Were likely to sign up for the Dialogue service Wanted control of their profile to address privacy concerns Felt that ads should be interest and preference based Were more likely to make purchases of preferred brands through the Dialogue service Source: Alcatel-Lucent Market Advantage Research, October 2009 n= 2,223, 11 countries

11 Strong media industry endorsement Endorsement from GroupM/Mediacom, part of WPP group, one of the largest media agencies in the world Built to meet the needs of media buyers and agencies globally Premium Member within Mobile Marketing Association, working to drive: standards development of mobile technologies new business models

12 Industry Reaction may well have hit upon a winning strategy. [ ] in an industry where the unknown is currently king-- and will probably be for some time yet--it may be just the ticket" Mobile advertising is attracting many new entrants, but Optism is sticking to the uniquely personal qualities of mobile." Operators could join together to offer a scalable onestop shop, which would ease the buying process Such an initiative may appear difficult to implement However, many of them are fully aware that the long-term fight is with Google. In this regard, the launch of Alcatel-lucent s mobile advertising solution in mid-april is promising, Clients are increasingly asking if they can run campaigns over multiple regions and at scale. Alcatel-Lucent s operating model and access to multiplemobile operators is a big step towards meeting these requirements David Kyffin Chief ROI & Direct Marketing Officer All Rights Reserved Alcatel-Lucent INTERNAL 12

13 The attributes that drive high ROI

14 Unlocking the highest potential

15 Simplicity and scalability are key Make the media buying process easy Provide web-based tools that are familiar and accessible Build scale through hosting and aggregating permissionbased inventory across several operators Create efficiencies in the ecosystem Connect consumers with the brands that they love 15

16 thank you Jerome Camerlynck