© Lumi Technologies Inc. 2011 Proprietary & Confidential March 2011 www.lumimobile.com Antena 3 Real-time Television Insight & Engagement
Oct 19, 2014
March 2011www.lumimobile.com
Antena 3Real-time Television Insight & Engagement
© Lumi Technologies Inc. 2011Proprietary & Confidential
We Provide Tools & Technologies That Engage Audiences and Help Generate Insights
• Lumi mobile’s technology is proven to generate significant audience insights around live broadcast events in truly real time
– Participating audiences watch the show for substantially longer, are more engaged, and enjoy their viewing experience more
– Participants freely share their opinions through a variety of mechanisms including moderated chat, voting, polling, “dial tests” and more
– Results are reported instantly allowing for further probing and testing during events
• Lumi’s technology runs across all mobile platforms including phones, tablets and even internet-connected TVs
• Lumi can support a wide range of mobile-enabled market research services in addition to real-time engagement events
© Lumi Technologies Inc. 2011Proprietary & Confidential
Content• Lumi’s Live Engagement & Insight Technologies• Lumi Case Studies & Impact• About Lumi • Mobile Market Dynamics
© Lumi Technologies Inc. 2011Proprietary & Confidential
Our Real-time Engagement & Insight Technology
© Lumi Technologies Inc. 2011Proprietary & Confidential
Lumi Mobile Powers Real-time Interactivity
• We provide powerful real-time mobile interactive services
• Our mobile platform makes it simple to capture an audience’s reactions to and impressions of live TV / live events instantly
• Our system makes it possible to respond to events in real-time to cope with both scripted and unscripted or unanticipated moments
• The rich set of features ensures that all participants enjoy the research experience and want to continue to participate from beginning to end
• Data / results available instantly
© Lumi Technologies Inc. 2011Proprietary & Confidential
We Create True, Real-time Interactivity
Television Television Audience Audience
Traditional interactivity is one-way: choose your show, text a vote
Two way interaction allows viewers to play along in latency-free real time and see the results broadcast
© Lumi Technologies Inc. 2011Proprietary & Confidential
Features to Support Live TV Engagement & Insight
Select Lumi Mobile Application Framework Features • User profile / data capture• Timer / countdown• Chat, trace, vote, rate, comment, etc. • Real-time push or management of content,
questions, and more• Millisecond application responsiveness• Instant return of audience results, comments,
and feedback• Moderator push announcements• Push alerts including custom sounds, phone
buzzing, flashing, etc• Delivery of additional content (pictures, text,
video)• Facebook, Twitter or closed social network
integration• Competitions
Lumi Server Platform• Secure, scalable client
handler• Content reformatting &
push• Real-time push / pull
management• Real-time results / score
calculation• Operator dashboard• Statistical dashboard• Data export• Integration with 3rd party
systems
© Lumi Technologies Inc. 2011Proprietary & Confidential
We Test Thoroughly to Ensure High Degree of Usability
© Lumi Technologies Inc. 2011Proprietary & Confidential
Our Passive Mobile Tracking can Provide a Rich Dataset on Actual Use & Behavior
Services include:
• Track complete phone usage
• Track ad exposure and responses to ads
• Capture screen information
• Follow chains of actions
• Track location and related information
• Passive listening tools can be incorporated
• Active surveys / questionnaires can be pushed to individuals based on actions, location, etc.
We Can Analyse Complete Mobile Phone Behavior to Provide a Powerful Source of Rich Insight
© Lumi Technologies Inc. 2011Proprietary & Confidential
Television Engagement & Insight:Case Studies, Results and Experience
© Lumi Technologies Inc. 2011Proprietary & Confidential
Our Experience Providing Real-time TV Engagement Experiences
Specific Experience ExamplesParticipation Television
• ABC Disney / Oscars 2011• ABC Disney / Dancing with the Stars 2011• STV / Sports Centre 2011• Mediaset 2010 – 11 • X Factor test (UK) 2010• Space Trainees (Nominated for Interactive
Emmy) 2010• Ask Birgitte (Golden TV Award Winner) 2009• PlayMe 2009• Winter Olympics 2006• This Week’s President 2005• Enigma / Probe (Award Winner – Cannes)
2004
© Lumi Technologies Inc. 2011Proprietary & Confidential
Live, Real-Time Engagement & Dynamic Research: X Factor
• We delivered a mobile app with live opinion polling, moderated chat and predictive questions around the final of the show
• We provided real time interaction – multiple choice and 1:10 rating questions were scripted and “pushed” to the group based on events as they happened in the live broadcast and according to the audience chatter
• For panelists the experience was like a “mobilecast” that parallels the broadcast and enhancing the overall viewing experience
Context Fun Predict
Vote Results Worm
The X Factor Pilot ran live around the final episode of X Factor provided a range of features and generated significant insight:
© Lumi Technologies Inc. 2011Proprietary & Confidential
Consumers Enjoy Using Our Technology: X Factor Pilot
Did participating in our mobile application make watching the show more or less enjoyable?
43%38%
12%3% 2% 2%
Source: Lumi Mobile December 2010
© Lumi Technologies Inc. 2011Proprietary & Confidential
X Factor Pilot
200
100
50
150
19:00 22:00 20:00 21:00
Show endShow start
With X Factor we achieved 2 hours of continual engagement
We Have Demonstrated our Ability to Sustain Audience Engagement & Connectivity Over Long Periods:
Active Users
Actual show time
© Lumi Technologies Inc. 2011Proprietary & Confidential
Our Full Range of Features Engaged Viewers
Users when asked what was their favorite feature show that it is the total system that is engaging – not any single feature
Percent Consumers Stating they Enjoyed Specific Lumi Engagement Features:
Sharing voting results Send back comments
*enjoyment = 7,8,9 or 10 on scale of 1 to 10
Sharing your commentsRating perform (single)
Fun and show quests Rating perform (trace) Comments from othersPre show questions
Moderator comments
77.7% 75.0% 75.9% 74.1%
68.8% 67.8% 67.0% 67.0%
65.2%
© Lumi Technologies Inc. 2011Proprietary & Confidential
of participants said the application made watching the Oscars more enjoyable
Example:
Oscars Live Interactive Event Enhancing TV Viewing & Generating Audience Insight
ABC used Apollo technology to engage the OSCARS audience and interact with them in real-time
A combination of chat, polls, trivia, quizzes, competitions, advertising, and more were used to engage the audience as an overlay to the actual Oscars broadcast
said it would make them more likely to watch live TV events
Viewers using appcast enjoyed the experience at least 25% more than
nonuser viewers
92%
88%
© Lumi Technologies Inc. 2011Proprietary & Confidential
Our “AppCast” service demonstrably enhanced the Oscars viewing experience
of users participated in each event (poll, trace, quiz, etc)
would have turned off the Oscars if they weren’t using AppCast
Participants made over 12 comments each
65%
85%of users said they would pay for AppCast
22%AppCast users watched the
Oscars 42% longer than non users
AppCast users enjoyed
the Oscars 50% more than non users
© Lumi Technologies Inc. 2011Proprietary & Confidential
Ask Birgitte – Our Award Winning Children’s Game Show
About the Show / Game• YLE engaged Lumi
Mobile to create real-time mobile interactive features for tween / children’s show, “Urskita Birgitte”
• Thousands of home-based participants could play along on their mobile phone against their friends
• Show broadcast for a 20 episode season in Finland
• Won Best New Children’s Show in Finnish TV Awards, 2009
© Lumi Technologies Inc. 2011Proprietary & Confidential
Mediaset – From Social Programme Guide, to Play-along Television
Services include:
• Social, interactive program guide where viewers can rate & share content
• Social networking integration including Facebook
• Vote for reality shows, play along with game shows such as Who Wants to be a Millionaire?
• Advertising & promotions on mobile linked to TV ads – e.g. link to “Where to Buy”
• Service went live in April 2010 and jumped to the top 10 downloads in Italy
© Lumi Technologies Inc. 2011Proprietary & Confidential
About Our Company
© Lumi Technologies Inc. 2011Proprietary & Confidential
We Power Unparalleled Real-time Interactivity
• We provide real-time mobile interactive services
• Our mobile CMS platform delivers and captures rich media content, powers promotions, games, polls & voting, and other end-user services on any device type and opens up new revenue streams for our clients
• Data available instantly
• Easy to incorporate 3rd party technologies to provide richest research solutions
• Strong 7 year track record in participation television
© Lumi Technologies Inc. 2011Proprietary & Confidential
About Us
• Founded in 2008. London-domiciled, VC-backed. Offices in New York and Finland
• Winner of 3 Technology Strategy Board grants for innovation
• Awarded by UK Trade & Industry – one of the top UK innovators in mobile technology 2011
• Provides massively scalable, latency-free interaction across users & device type
• Updates the application services in real time with push / pull services and notifications
• Facilitates forensic data analysis and insight
© Lumi Technologies Inc. 2011Proprietary & Confidential
Why Work With Us?
We provide proven, robust technology that:
• Enhances interactions between media owners, brands and consumers
• Provides demonstrably stickier experience that maximizes engagement, exposure, and ratings
• Helps generate ancillary revenue streams with superior economics (no fees to operators) vs premium SMS
• Delivers measurable advertising, sponsorship, and direct-marketing offers
© Lumi Technologies Inc. 2011Proprietary & Confidential
Our Platform was Built Specifically to Function Across all Device Types
Mobile Device• iOS (iphone, iPod Touch)• Android• Windows mobile• Nokia (all S40 and S60)• Sony Ericsson• LG S-class and derivatives• Samsung derivatives• RIM (Blackberry)
Other Platforms• Web-based Flash app• Facebook Application• Interactive TV• Tablets
© Lumi Technologies Inc. 2011Proprietary & Confidential
Lumi Mobile TechnologyRunning on Any Mobile Device
Lumi Mobile Server 3rd Party Servers3rd Party Devices
Wifi/ Mobile Networks
Our technology platform works across platforms & networks, integrates with existing systems, and accommodates 3rd party technology & devices
© Lumi Technologies Inc. 2011Proprietary & Confidential
Our Technology Platform Feature Set
© Lumi Technologies Inc. 2011Proprietary & Confidential
Standard Components: User Configuration
• User profile setup
• User data capture including photos & user location via GPS or other services
• Countdown Timers & Event Reminders
© Lumi Technologies Inc. 2011Proprietary & Confidential
Broadcast & Game Elements: Mediaset Example
• Script content & push content instantly
• Timers & countdown• Rich user interfaces• Show user score & group
scores• Show stats data• Deliver additional content
such as video, audio, images from simple to highly complex
• Multiple languages handled
© Lumi Technologies Inc. 2011Proprietary & Confidential
Research & Participation Game Elements: Oscars Example
• Script content & push content instantly to all devices
• Real-time alignment with events on TV
• Real-time data processing
• Timers & countdown
• Rich user interfaces allowing different game inputs
• Show leaderboard
• Deliver additional content
© Lumi Technologies Inc. 2011Proprietary & Confidential
Rich Interface Game Elements: King of the Game Example
• Script content & push content instantly
• Timers & countdown
• Rich user interfaces
• Show leaderboard
• Show stats data
© Lumi Technologies Inc. 2011Proprietary & Confidential
Sample Operator Controls
• Create and deliver content, quizzes, etc. and push to all users instantly
• View & push tabulated results instantly
• Monitor activity
© Lumi Technologies Inc. 2011Proprietary & Confidential
Data Processing, Scores, and Leaderboard Display
• Data can be processed and displayed from devices in fractions of a second
• Our system is architected to keep data very light where only bytes of data need be transmitted and this small amount of data can be processes very quickly
© Lumi Technologies Inc. 2011Proprietary & Confidential
Our Real-time Engagement Features & Functions
Features Features
Deliver & Power Multi Platform Applications Security & User Authentication
Push New Content Anytime (Manual or Automated)
Countdown Timers
Real-time Synchronisation & Triggers Data Capture (User Profiles)
Real-time Data Crunching & Sharing of Statistics
Join Event Midway (if appropriate)
Online & Offline Functioning Push Delivery of and Handle Rich Content (including Video)
Community Features including Facebook Integration
Live & Asynchronous Activity Management
Proven High Capacity Service Delivery to all App Stores
Invite Friends In-Application Payment (credit card, debit card, and more)
Facebook, Twitter & other Social Media Integration
In-game Leaderboard & Realtime Audience Data Sharing
© Lumi Technologies Inc. 2011Proprietary & Confidential
Our Platform Provides a Far Greater Range of Functionality to Support a Wider Range of Market Research Project Activities
Lumi Mobile Platform
Multimedia Capture &
Display
Barcode Scanning
Realtime Survey /Feature Updating
Realtime Data Capture
/Analytics
Realtime Interaction
Tools
Passive TrackingInterior
GPSIn-Mobile Incentive Payment
Passive Data
Capture
Passive & Active Reminder System
Backend Location Data
Analysis
Augmented Reality
User Authentication
3rd Party Device Integration
(e.g. biodata devices)
Executive Mobile Results Dashboard
© Lumi Technologies Inc. 2011Proprietary & Confidential
Mobile Market Dynamics
© Lumi Technologies Inc. 2011Proprietary & Confidential
• Mobile is the fastest growing technology market ever
• Developing for the mobile ecosystem is complex, expensive, and time consuming
• Consumers don’t all have the same device or the same needs – hard to serve them all well
© Lumi Technologies Inc. 2011Proprietary & Confidential
Health Technology Challenge
• Mobile is the fastest growing technology market ever
• Developing for the mobile ecosystem is complex, expensive, and time consuming
• Consumers don’t all have the same device or the same needs – hard to serve them all well
© Lumi Technologies Inc. 2011Proprietary & Confidential
© Lumi Technologies Inc. 2011Proprietary & Confidential
People are Using Their Mobile Phones For All Sorts of Non Call Tasks – Groups Who Have Less Access to PCs Use Mobiles Even More
© Lumi Technologies Inc. 2011Proprietary & Confidential
Mobile Market Research Technology Challenges - Summary
• Mobile is the fastest growing technology market ever – it is now surpassing PCs in sales and in terms of internet usage penetration across all ages and incomes
• Developing for the mobile ecosystem is complex, fragmented, and time consuming
• Consumers don’t all have the same device or the same needs – but any mass-market or representative service needs to serve them all
Rolfe [email protected] +1 917 693 3541UK +44 7879627439