Sponsored Call - Another Leg of Mobile Marketing

www.defne.com.tr 2010

R E V E N U E G E N E R AT İ N G VA S S O LU T İ O N S

Sponsored CallMobile Advertisement

Kubilay Devrim EkmekçiBusiness Development Manager

+90 555 255 74 46Defne, 2010

2010

Facts about Operators

Competition Among Operators causes challenges in pricing strategy.

VAS Revenues still increasing but slow down

Existing Services almost saturated

Killer Services disappeared

Mobile Broadband is a new challenge but high broadband seems as a new threat for voice revenues in the long run

Still high Competition Among Operators causes declining of voice prices

2010

Facts about Advertisers

Traditional advertisement methods are TV/Radio, Newspaper&Magazines and OAD Common points among these methods:

Communication is one wayTarget Segment cannot be easily determined Customer feedback is not easy to be retrieved Measurement of effectiveness cannot be done

USA – Chicago Tribune, 2007 952 Million $

UK- The independent, 2009 1.989 Million $ (1.300 Million £)

Turkey – Hurriyet, 2008 253 Million $

Though having too much drawbacks, traditional methods still generate high revenue

2010

Mobile Marketing as a new Media

Direct targeting with profiling

Location based delivery

Unmatched flexibility

Cost effective

Instant response measurement

Multiple channels in a single campaign

2010

Key Differentiators

Profile : Adverts have to be delivered to the target audience with correct profiles

Location: Local companies select local media

Incentive: Keep subscribers interested not disturbed

Converged: One medium with multiple channels

2010

Converged Mobile Ad

One campaign, multiple channels SMS: Text Based (newspaper, magazines, insert, etc.) Voice : Audio based (radio) 3G Video&MMS: Audio+video+text (tv)

Single point of management

Unified budget control for advertisers

2010

Consumer Anticipation of Mobile Advertisment

Ability t

o opt out

Ability t

o choose

ad ty

pe

Number of a

dds in gi

ven time

Ability t

o choose

timeframes

Profile base

d adve

rts

Incentive

s for r

eceivi

ng adds

010203040506070

Sponsoring subscribers

2010

Sponsored CallAnother Leg of Mobile Advertisement

Offers the opportunity for subscribers voice calls to be sponsored by advertiser.

When A-party starts a call, Advertisers in exchange for the subscriber listening to pay for the cost of the call.

Advertisers can sponsor either whole call or a fixed duration of the call

2010

Sponsored CallService Registration

Unlike other advertisement mediums, offer advertisers to make advanced targeting for their products.

Subscribers wishing to use Sponsored Call need to register to the service and store their profile on the system. Hence, an Opt-in warehouse is created.

Profile information can be age/gender/location/business/areas of interest etc.

Registration can be done through IVR/SMS/WEB/WAP channels

2010

Sponsored CallImplementation Methods

Sponsored Call

Offer Based

Offer By Call Catch

Offer By Outbound Call

Request BasedBefore call setup to B-

party, IN System forwards the call to

Sponsored Call System

Sponsored Call System makes an Outbound Call to the best appropriate subscribers to offer free air-minutes according to macth-making algorithm

Sponsored Call request is initiated by

subscriber, then system searches

appropriate advertisement for A-

party.

offering the sponsorship to the targeted subscriber

at a random time

2010

Sponsored CallCombination with Background Add Spots

Regardless of implementation method, system can continue playing advertisement spots in a predefined interval during the entire call.

Entire conversation is divided into slots where each slot has a certain bid value for advertisers. First slot being the most valuable, others have a decreasing value

ConversationAdd Spot

Add Spot

ConversationAdd Spot

Conversation

Call

B-PartyA-Party

Slot #1 Slot # 2 Slot #3

2010

Sponsored CallComparison of Methods

Offer By Call Catch Offer By Outbound Call Request Based

Prefix/Short Code Required

No Yes Yes

Profiling Based Advanced Targeting

Yes Yes Yes

Handles Emergency Calls

No Yes Yes

Network Traffic High Low Low

Advertisers Fund Consumption

Efficient: System offers only when there are funds Ineffecient: Subscribers may require more than available funds

Enable Credit Accumulation

No Yes Yes

Suitable for Interactive Scenarios

No Yes Yes

2010

Sponsored CallEcosystem – Key Players

Advertisers Add Agencies

AggregatorsMobile Operators

2010

Sponsored CallEcosystem – Role Players

Mobile Operator

Aggregator Aggregator Aggregator

Advertisement Agencies

Advertiser Advertiser Advertiser

- Sale the service to advertisers/agencies- Create Advertisement acc. to advertiser requirement- Get Approval from the Operator before publishing advertisement- Install advertisement to the system and execute- Prepare Reportings for Advertiser

Aggregator Layer

Mobile Operator Mobile OperatorOperator Layer

- Define Sponsored Call Strategy- Keep run&up the system- Encourage subscribers to register to the service- Approve Advertisement before publishing- Do sales aggrement between advertisers- Handles Customer Care Issues

2010

T H A N K Y O U

Sponsored Call