MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account...
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Transcript of MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account...
![Page 1: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/1.jpg)
MoCo Russia 2008 - Mobile Ad1
The Unique Power of Mobile Ad MediaMeir Litmanovich, Product Account Manager, Comverse
![Page 2: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/2.jpg)
MoCo Russia 2008 - Mobile Ad2
Comverse Today
End Users
2 Billion Subscribers 130 Countries
Employees
5000+ Employees 40+ Countries
Customers
500+ Service ProvidersWireless, Fixed, Cable, Content
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MoCo Russia 2008 - Mobile Ad3
3
Content Infrastructure Personalized Solutions
• Ringback Tones (Fun Dial)• Optimization & Adaptation• Filtering & Screening
• Mobile Internet Gateway
Real-Time Customer Management
Billing Solutions
• Kenan FX - Postpaid• Customer Self Care
• Converged Billing• Real-Time Billing Solution
• Data Mediation• Service Broker
• Revenue Settlements
Client SolutionsClient Solutions EnvironmentsEnvironments
• Embedded
• Java• Windows Mobile
• Symbian
• BREW• Operators Clients• Application Clients
Messaging
• Mobile IM• Email & PIM
• SMS & MMS• NG Video & Voicemail• Converged Messaging
• Notify Me
• Multimedia Call Completion
• Who Called
Call Completion
Comverse Product Portfolio
Segmented Applications
IMS & VoIP Solutions
• Secured IP Trunking• Multimedia IVR
• Converged IPCentrex
• MyCall FMC
• MyCall VoIP & Video
• IPTV & Quad Play
• IMS Infrastructure
3
![Page 4: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/4.jpg)
MoCo Russia 2008 - Mobile Ad44
Mobile Advertising Exposure Potential
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MoCo Russia 2008 - Mobile Ad5
Mobile Advertising - Market Trends
• Giant players are entering the market: MSN, Google, Yahoo, AOL, Nokia
• 3G greatly enhances mobile Internet user experience
• Mobile Internet becomes more Web-like
• Cellular brings new advertising assets: personalization, location, call for action, etc.
• Advertisers can increase effectiveness
• Operators can take advantage of their assets for new revenue streams
![Page 6: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/6.jpg)
MoCo Russia 2008 - Mobile Ad6
The Evolution of the Advertising Medias
Time
• Time• Context• User (Opt in)
• Time• Context
• Context
• Location
• Time• Context• User • Location• Multi
Channels• One on OneOne for All
Personalized
The Mobile uniqueness –multi-channel & targeted mediaThe Mobile uniqueness –multi-channel & targeted media
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MoCo Russia 2008 - Mobile Ad77
Mobile Advertising – Analyst Views
“$14.4 billion in 2011 to serve ads into various forms of mobile media, up from $4.6 in
2008”
$1 billion during 2008 . . . rising to
nearly $7.6 billion by 2013”
$2.7 billion in 2008, up from $1.7 billion in
2007 ...By the end of 2011
$12.8 billion”
![Page 8: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/8.jpg)
MoCo Russia 2008 - Mobile Ad8
The Main Mobile Ad Operators Assets:
Multi Channel
One on One Targeting
![Page 9: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/9.jpg)
MoCo Russia 2008 - Mobile Ad9
Multi ChannelMulti Touch Points to Meet the User
=
![Page 10: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/10.jpg)
MoCo Russia 2008 - Mobile Ad10
Instant SMS
SMS/Instant SMS/MMS
P2P - Ad Funded SMS/MMS/Instant SMS
A2P - Ad Insertion in Premium Content Campaign
To: David MMS
Sweet Mika!
![Page 11: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/11.jpg)
MoCo Russia 2008 - Mobile Ad11
3While waiting for Ann to answer he is exposed to a targeted advertisement
RBT Outgoing Ad – Calling party earns credit
1 Patrick opt-in to the “ad for cash” program
2 Patrick calls Ann
4Patrick receives a reduced phone bill following the amount of advertisements he was exposed to.
![Page 12: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/12.jpg)
MoCo Russia 2008 - Mobile Ad12
Multi ChannelMulti Touch Points to Meet the User
=
Banners Mobile TV Search
Voice Mail SMS MMS
RBT
Operators Can Capitalize on their Mobile Media Inventory
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MoCo Russia 2008 - Mobile Ad13
Targeting
![Page 14: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/14.jpg)
MoCo Russia 2008 - Mobile Ad14
Not Intrusive Relevancy=
Relevancy Improved CTR=
Improved CTRAdvertising Budget Effectiveness
=
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MoCo Russia 2008 - Mobile Ad15
Targeting Example
The ad should be sent to 200,000 subscribers.
The ad can be sent only to the following subscribers: Age, between 18 to 30 Monthly cellular expenses of $30 to $100
The ad must be sent to all of the following subscribers: Age, between 18 to 20 Monthly cellular expenses of $30 to $100
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MoCo Russia 2008 - Mobile Ad16 Monthly Cellular Expense
10 Million Subscribers
Age
30
18
$30 $100
600,000 Subscribers
Will not receive the ad
28
32
Sold exclusively to a competing ad
500,000 Subscribers
20
Will receive the ad
100,000 Subscribers
![Page 17: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/17.jpg)
MoCo Russia 2008 - Mobile Ad17 Monthly Cellular Expense
Age
30
18
$30 $100
Will not receive the ad
28
32
Sold exclusively to a competing ad
20
Will receive the ad
Best fit with in the segment
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MoCo Russia 2008 - Mobile Ad18
Targeting Engine Can Improve
CTR by 300% (3-5% to 15%)
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MoCo Russia 2008 - Mobile Ad19
Mobile Ad Solution
Ad SalesNetworks
Multi-channels and targeting engine will best leverage operators' existing network
Opt. HostingO
perator
WAP GW
MSG GW
RBT
Video GW
MIM GW
IP TV
More…
Ad Proxies
In-network
Central Platform
Ad Server
TargetingEngine
![Page 20: MoCo Russia 2008 - Mobile Ad 1 The Unique Power of Mobile Ad Media Meir Litmanovich, Product Account Manager, Comverse.](https://reader035.fdocuments.us/reader035/viewer/2022062409/56649e755503460f94b771b2/html5/thumbnails/20.jpg)
MoCo Russia 2008 - Mobile Ad20
Summary
Mobile Media uniqueness Multi Channel One on one targeting
Leverage your existing assets and network Use all inventory touch points Use the power of targeting
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MoCo Russia 2008 - Mobile Ad21
Market Leader in Value Added Services:
Voice Mails
SMS
MMS
Ring Back Tone
Mobile Internet Gateway
Mobile IM
Call completion
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MoCo Russia 2008 - Mobile Ad22
Thank Youwww.comverse.com