SMS Marketing

Digital leaders in a mobile world1st December 2009

[email protected]

Founded in 1999• AIM listed

• Profitable and debt free

• Double digit growth since listing

Offering• Convergent mobile comms

• Mobile enabling technology

50+ global customers and brands across the world

Entertainment and Media

Mobile Business Solutions

Mobile Marketing

About 2ergo

New Global Headquarters: Media City, Manchester UK

Global customers and brands

New Global Reach

personalised

innovative

fun

creative

stylish

entertaining

relaxing

mood setter

persuasive

trustworthy

information

comprehensive

up to date

convenient

immediate

for me

undemanding

Mobile media

Magazines

Internet on PC

TV

Radio

Newspapers

Source: Exposure, Orange Home UK plc, March 2009

Mobile - always with you, innovative & personal

1. Reach the person2. Deliver an offer they really want3. Make it easy for them to redeem

Source: Orange Exposure 2

Marketing shift of spend towards mobile driven by economics, reach and immediacy

The Changing Face of Global Media

480 million 1.5 billion

1 billion 4.1 billion

Significant growth of mobile marketing, advertising and CRM

$1.3bn(Today)

$7.5bn(2013)

580% growth

• Over 100% mobile penetration in UK

• More text and picture messages sent each day than Google searches

• 2009 UK population accessing the mobile internet grow from 25% to 40%

• By 2014 mobile may account for as much as 25% of marketing budgets

Source: Juniper 2008, ComScore, eMarketer

The Explosion of Mobile

Mobile underpins digital dialogue across all sectors

E marketing

Integrated Digital Marketing

Full on line / off line capability including Vouchers

Full service on / off line relationship

Digital opt in dialogue

Broadcast

www

www

Mobile always with you and viewed as the most personalised and innovative medium

with 97% open rates

Mobile Tipping Point

• Over 1 billion downloads from Apple store

• 67% of mobile internet usage generated by

iPhone users

• Typical mobile internet usage of 80% plus

• 93% have used the App Store

• iShoot simple game makes $37,000/day

Smartphone's are re-defining the mobile internet

Source: Net Applications March 2009

The iPhone has caused a step change

Full Mobile marketing clock

Hosting Voice

Connectivity

Advertising & Promotion Serving

CRM & Base Analytics

Revenue stimulation, &

contract renewals

M Commerce & Pay for it

Ticketing, Coupons &

Loyalty

Applications & Mobile Internet

Campaign Manager for Acquisition,

Retention & Data Capture

Challenge:• 18 million customers in the UK

• Cost effective integrated solution with flexibility to adjust campaigns instantly

• Required sophisticated CRM messaging solution to replace 3 separate supplier solutions

• Comprehensive reporting across all channels

2ergo Solution:• 2ergo Campaign Manager allowed O2 to create & manage SMS,

MMS, WAP push and email campaigns from one interface to their entire customer base

Results:• O2 typically receives 30% response rates to campaign activity

• 30 million CRM messages (SMS/MMS) per month

• Cost savings of £250k in the first year

• Greater insight into customer behaviour

• Flexibility to adjust campaigns thanks to real-time reporting solution

O2 – Mobile CRM

O2 Campaign 52% Response Rate

Challenge: • Phones4U looking for a new marketing solution to

boost sales and supplement TV and DM

2ergo Solution:• Campaign Manager • Personalised mobile campaigns with customer’s

name and existing handset/contract details• Offers containing unique codes to be redeemed

in store or via phone • Upsell to existing customers and attract churned• Viral recommend a friend text promotions

Results:• 25% response rates• Now sending over 2 million text messages per month • Response rates are 5 times higher than traditional forms of

communication• 45% of all inbound calls originate from mobile marketing

Mobile Marketing

• Increase sales• Increase penetration• Increase response rates• Personalised & immediate• Proven 25% response rates• ROI in 1 month

Phones4U – Mobile Marketing

Challenge:• To build and implement a mobile internet site for the launch of the

James Bond movie Quantum of Solace

2ergo Solution:• Mobile Internet site updated on a regular basis• Video downloads• Video streaming• Send to a friend functionality• QR Code access• Short-code 1999BOND setup for campaign• Creative design• Detailed analytics

Results:• 24,000 QR requests made• Widespread coverage on all major networks• Reliable video streaming on Telstra

Quantum of Solace: Mobile Marketing

Challenge:• 50,000 monthly loan applications £7.5m/day• Yes Loans wanted to establish an automated, cost effective and

customer centric way of communicating with applicants during the loan approval process

2ergo Solution:• Campaign Manager• Yes Loans is able to send requests for more information and

status updates via text message to new loan applicants

Results:• 30% reduction in costs• Reduced loan approval times (customers more responsive to text)• Increase in completion rates due to proactive status updates• Improved customer service - applicants perceive the contact to be

less intrusive and more convenient

Mobile CRM

• Reduce CRM costs• Increase cust satisfaction• Automate customer service• Convenient and instant• Proven 30% cost saving• ROI in 1 month

Yes Loans – Mobile CRM

Mobile Media

• Extend media offering to mobile channel

• Generate ad revenues• Reach new customers• Significant revenue growth

Challenge:• FOX News required a mobile site to supplement its Web site

• The solution needed to be launched quickly and at a low cost

2ergo Solution:• Mobile Site Builder • Real time news feeds, audio, video• Mobile advertising • Cross-promotion of FOX News services

Results:• Top 3 mobile news destinations• Enables FOX News to reach a wider audience• Additional advertising sales• Millions of page views/month

FOX News – Mobile Media

Challenge:• To provide an off‐portal mobile presence for GQ

2ergo Solution:• Dynamic content (XML)• Content downloads (Video & Image)• Custom built pages through Mobile Studio Platform• Going Out guide (restaurant & bar look up)• Advertising on the site from 3rd parties• Interactive features (quiz, voting, competitions)• Creative design• Detailed analytics

Results:• 1.7m page impressions for July‐August 08• 120,000 unique visitors for July‐August 08• Access to Mobile Studio for Conde Nast mobile editors• 3rd party advertisers paying for banner placement

Case Study: GQ Mobile Entertainment

: Case Study: Malibu

Challenge:• To develop a mobile internet site for Malibu that acted as a

taxi look-up service

2ergo Solution:• ‐Bespoke build

• Taxi finder (Location based look-up service)

• Also has a SMS service linked to the offering

• Send to a friend

• Creative design

• Detailed analytics

Results• Helped contribute towards Malibu’s ongoing

• commitment to corporate social responsibility.

• Over 1000 users have got home safe on a night out.

• The site has had 10,000 unique visitors in 3 months.

Challenge:• TV, Radio & Online and utilise the Mobile medium • Extend content reach

Solution:• Mobile Internet site, iPhone and Android applications • News updated every 5 minutes• Streamed ABC TV and Radio Shows• Location based news content• TV & Radio guides for coming week• Advertising component

Results:• mSite has 150k unique visitors a month• mSite 1.2 MM page impressions a month• iPhone app at No.1 within a week• 70,000 iPhone applications downloaded in first month

ABC – iPhone Application Publishing

Challenge:• To provide the UK’s number one property website with a mobile

portal

2ergo Solution:• Location aware search • High resolution photos• Click to call• Email me • Call me back• Location map

Results• 8pm-10.30pm peak browsing time • 25% spend 30mins or longer • 10% spend over 1hour • Awarded ‘Vodafone outstanding innovation award’

Case Study: Rightmove

Results

• No.1 in App Store within a week

• Over 170k downloads in first month

• On average 35k users access each day

• 1.5m searches in month

• Peak access time is 10.30 pm

• 25% spend 30mins or longer

• 10% spend over 1hour

• Apple promoted in ‘featured apps’ and ‘what’s hot’

• Delivers 500 leads to Rightmove member estate agents per day

Applications Case Study: Rightmove

mCommerce

Explosion of Mobile ApplicationsKick start for mCommerce and the rebirth of LBS

Challenge:• Differentiate Orange brand• Reduce Orange churn • Increase cinema sales

Solution:• Promotion: 2-for-1 cinema tickets on Wednesdays• Customer receives 2-for-1 unique text ticket codes on the mobile • Text code is redeemed through a wireless redemption device at

the cinema• Advertising methods: Bill Inserts, London Tube posters, outdoor

media, targeted film magazines, national press, radio and online , National TV

Results:• 2.5% reduction in churn (£10m/year)• Wednesday now second highest day after Saturday• 320,000 redemptions in Feb alone• Orange Wednesdays has a strong brand recall

Case Study: Orange Wednesdays

2ergo, an Award-Winning Company

Mobile Excellence Awards: “Best Innovator, Mobile Technology”

Mobile Star Awards: “Gold Star Award”

Webby Awards: “Official Honoree” for Best Mobile News Site, Best Mobile Sports Site and Best Use of Mobile Video

Upshot50: Recognized as Marketing Technology Leader

GSMA 2009 Mobile Innovation Global Award Competition: Finalist

Mobile Advertising & Marketing Awards: Gold and Silver Awards

2007 Mobile Messaging Awards: Innovation in Messaging

Communicator Awards: Award of Distinction

Customers

James MacdonaldHead of Media ,Entertainment & Sport EMEA

[email protected]

+ 44 (0) 7825 343 089