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Digital Advertising - Capturing new revenues withOracle Communications Marketing and Advertising January 2010

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Discussion TopicsMarketing and Advertising

• Market Today

• Scenarios to Capture Opportunity

• Solution Approach

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Market Today

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Internet Giants are Acquiring

“Apple's quiet purchase of Quattro Wireless for a reported $275 million is more than another shot across Google's bow, it's a sign of an industry hungry to create new revenue streams.” -eWeek

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Mobile Advertising Growth by RegionThe Quiet Storm Being Heard

Source: Gartner August 2009

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Creating New Revenue StreamsShow Me the Money

Stores: Breakeven Ad Networks: Incremental Revenue

Brands: Mobile Spend Demand

Developers: Show Me the Money

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Reve

nues

Time

Voice

Decline of Voice

Content

Growth of Data

AdvertisingMarketing

Ad-funded Revenue

Evolution of Telecom RevenueAdvertising as New Revenue Stream

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Wireless Value Added ServicesLaunched or Being Evaluated

Source: Yankee Group 2008

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Global Market PotentialSMS and MMS Most Effective

Source: Nielsen, April 2009 Source: eMarketer 2008

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Perceptions of Mobile AdvertisingAcceptance Grows in Youth Groups

Source: Nielsen, April 2009; US Q2 2009

Age Groups

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Mobile Advertising Success StoryTurkcell Growing Revenues

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Plans To Boost Advertising Revenue

"Applications are going to play a role (in advertising). The creativity of the applications developers will determine the success.“

Vittorio ColaoVodafone CEO, June 2009

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Capitalizing on Stakeholder DriversTwo-Sided Business Model

Content Providers

Third Party Developers

Banks and Retailers

Advertisers

Upstream

Consumers

Downstream

Enterprises

Network Operator

Serv

ice

Expo

sure

Pla

tform

(Paa

S, N

aaS)

ApplicationStore

“Cloud”

Services

Revenue: Subscription + Download+ Service + Advertising

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Mobile Advertising Ecosystem TodayIllustrative Companies

BrandMedia &

Advertising Agency

Ad Networks

Mobile Advertising Platform

Publishers &

Developers

MobileUser

Messaging Aggregator

Hosted Platforms

Operator Platforms

Browser and WAP Bypass

Simple Mobile Phone

Smart Phone

Aggregator Reach

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Main Customer ChallengesCreating Marketing and Advertising Revenue

Unable to create mobile marketing and advertising revenue streams within existing infrastructure

Incomplete targeting data and campaign

execution capabilities

Unattractive partner to

advertisersNo advertising

ecosystem

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Scenarios to Capture Opportunity

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Terminology

Marketing

Campaigns

Advertising

Campaigns

• Pull Advertising*

• Response to initial action from a subscriber

• Examples – Subscribed Content ads..

• Push Messaging*

• Initiated by 3rd party marketer or advertiser

• Examples – Coupons, surveys…

* Mobile Marketing Association Definition

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Network Operator ScenarioUse Case #1: Internal Marketing and Advertising

In-HouseCampaigns

Mobile Advertising Platform

MobileUser

Simple Mobile Phone

Smart Phone

Marketing & Advertising

Network Operator

Messages and Promotions

Enable multi-channel reach for campaigns

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Network Operator ScenarioUse Case #2: Simple Direct with Brand

Brand Mobile Advertising Platform

MobileUser

Simple Mobile Phone

Smart Phone

Marketing & Advertising

Leverage existing and build new Enterprise relationships to create mobile marketing and advertising revenue

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Network Operator ScenarioUse Case #3: Agency Relationship

BrandMedia &

Advertising Agency

Mobile Advertising Platform

MobileUser

Simple Mobile Phone

Smart Phone

Marketing & Advertising

Build Agency relationships to create and grow mobile marketing and advertising revenue

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Network Operator ScenarioUse Case #4: Brand to Third Party

Brand Mobile Advertising Platform

Publishers &

Developers

MobileUser

Simple Mobile Phone

Smart Phone

Marketing & Advertising

Connect Brand Advertisers to both Operator Internal and Third Party Publisher and Developer Inventory

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Network Operator ScenarioUse Case #5: Agency to Third Party

BrandMedia &

Advertising Agency

Mobile Advertising Platform

Publishers &

Developers

MobileUser

Simple Mobile Phone

Smart Phone

Marketing & Advertising

Connect Agencies to both Operator Internal and Third Party Publisher and Developer Inventory

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Putting Network Operator in ControlUse Case Summaries

Use Case #1: Internal Marketing and Advertising

Use Case #2:Simple Direct with

Brand

Use Case #3:Agency Relationship

Use Case #4:Brand

to Third Party

Use Case #5: Agencyto Third Party

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Solution Approach

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Oracle Communications

Marketing and Advertising

Integrated Campaign Application

Enables Marketing and Advertising

Leverages Operator Assets

Leverages Subscriber Profile

Create New Revenue Streams

Oracle CommunicationsMarketing and Advertising (OCMA)

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Provide Campaign Management Capabilities that leverage

Subscriber Data

•Leverage network resources to run campaigns•Share the subscriber data with advertisers to refine targeting

and increase addressability

Approach to Addressing Customer Challenge

Campaign Management

Campaign Scheduler

Heuristic Engine

Multi-Channel Delivery

Bulk Messaging

SMS, MMS, WAP Push

Traffic Interceptors

SMS, MMS

Subscriber Profile Integration

Subscriber Targeting

Demographics, Lists, Personalization

BAM Integration

Real-Time monitoring

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Provide automated tools and flexible pricing structures.Become an attractive partner to advertisers

Approach to Addressing Customer Challenge

Self Service Portals

Pre-Built Dashboards

Statistics and Reporting tools

KPI

Historic Statistics

Time Based Statistics

Billing Integration

Revenue and Settlement

Flexible Pricing Models

Auction

Fixed Price

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Build advertising ecosystemAutomate business processes to build association between advertiser, third party applications and delivery channels to advertisers

Approach to Addressing Customer Challenge

Marketplace

Ad Spaces

Auction

Partner On-boarding

User Interfaces

Web Services

Inventory Management

Integrated approval workflows

Notifications

Role Management

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Build advertising ecosystemAutomate business processes to build association between advertiser, third party applications and delivery channels to advertisers

Provide automated tools and flexible pricing structures.Become an attractive partner to advertisers

Provide Campaign Execution Capabilities that leverage

Subscriber Data

•Leverage network resources to run campaigns•Share the subscriber data with advertisers to refine

targeting and increase addressability

OCMA Achieves Key Customer Goals

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For More Information

search.oracle.com

ororacle.com

Oracle Communications Marketing and Advertising

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