AVTANSH SHARMA DIRECTOR MEDIA MONETIZATION ALCATEL-LUCENT

Transcription

1 AVTANSH SHARMA DIRECTOR MEDIA MONETIZATION ALCATEL-LUCENT

2 THE DIGITAL SPACE IS EVOLVING No. of iphones sold per minute exceeds the no. of babies born per minute (TNW Jan 2012) 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

3 BUT ARE THE BRANDS AND CONSUMERS ABLE TO KEEP UP Smartphones, Mobile Broadband, Cloud enabling real-time analysis of data transforming digital commerce Big Data is the battleground for future services People are seeking out convenience, simplicity and instant gratification in an always on, hyper-connected world

4 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

5 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 5

6 PERMISSION, PREFERENCE, PRIVACY & SECURITY REMAIN KEY No change there Permission, Preferences, Privacy & Context Loyalty & Content Engagement & Offers Secure 1 Touch Payment 6

7 E2E LIFECYCLE MANAGEMENT OF OFFERS & DEALS HOW? Opt in management CRM, Campaign management CPM Advertising & permission marketing Profiling & Analytics CPA Mobile Wallet Sales, payment & checkout CPS MNO security & authentication Direct marketing coupons & vouchers 7

8 TOUCHING THE CONSUMERS ON always-on DEVICES FOR BUYING DECISIONS... Awareness Information Search Evaluation Purchase Post Purchase LBS marketing Smart Posters Social Recommendations 8 mwallet w/discount vouchers Mobile CRM

9 IT s ALL ABOUT USER EXPERIENCE! Coupon, Loyalty and Payment

10 A BRAND CONVERSATION. 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 10

11 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 It is the famous Kaka. "Own the Game" and visit Adidas stores now for the new shoe collection of adipower Predator 11

12 WHAT BEYOND JUST CONVERSATION Awareness Consideration Purchase Loyalty Permission marketing + Location + Mobile Coupons + Mobile Checkout reporting

13 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 This is neither an executed campaign nor a campaign proposal to Adidas. This is just a hypothetical use case example 13

14 M-WALLET : PURCHASE + COUPON REDEMPTION dialogue Coupon becomes available from moment user has responded to the campaign and received the campaign follow-on message This is neither an executed campaign nor a campaign proposal to Adidas. This is just a hypothetical use case example 14

15 LOYALTY - ADDITIONAL GRATIFICATION Your coupon was successfully redeemed. As a gift Wizcom offers you the ebook The Kaka Story. Now in your media library! E-Book gets provisioned from the moment user has purchased goods using his m- Wallet. This is neither an executed campaign nor a campaign proposal to Adidas. This is just a hypothetical use case example 15

16 360 REPORTING Measure campaign success Delivery / Response Rate Redemption Rate 16

17 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 18 COPYRIGHT 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.