Channel of Choice:

Let’s get started!Let’s get started!

“It’s not physical versus virtual – it’s which brand creates the best experience to drive an event that increases loyalty”

rian Dunn CEO Bes t Buy

Feb 2012 Mobile World Congres s S es s ion Barcelona

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A mobile showroom for FordA mobile showroom for Ford

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MOBILE MARKETING TRENDS

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MOBILE MARKETING TRENDS

WHERE DO PEOPLE USE THEIR MOBILE DEVICES?

MOBILE PHONES PENETRATION WORLDWIDE

SMART PHONES PENETRATION WORLDWIDE

MEDIA FORMS IMPACT ON PURCHASE DECISIONS

S ource s :

InMob i - F irs t wave of m ob ile m e d ia cons um ption – Q 4 S urve y

Inte rne t S tatis tics C om pe nd ium , D e ce m be r 201 1

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EXPECTATIONS ARE EVOLVING

RECOGNIZEDC ustom e rs want to be

acknowle d ge d and

re ward e d .

INFORMEDC ustom e rs know your

prod ucts , and your

com pe titors prod ucts .

COMPAREC ustom e rs e valuate custom e r

se rvice across ind us trie s .

INSTANT GRATIFICATIONC ustom e rs are all about

NO W.

VALUEDC ustom e rs e xpe ct value from

the ir inte raction with your

brand .

SOCIALC ustom e rs are socially

inte rconne cte d

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SOCIALSocial media is now a primary channel for communicating and servicing your customers.

LOCALLeverage location based marketing to target the right message in right time at the right location

MOBILEMobile bridges the social and location with personalization that was never possible before

SO ARE SERVICING TECHNOLOGIES

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CUSTOMER SERVICE IS ACOMPETITIVE ADVANTAGE

P/E Ratio of brands with exceptional cus tomer service vs Indus try Average

S ource : Yahoo F inance , 4.27.1 2

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FACE2FACE VOICE CHAT IVR APP BROWSERSOCIAL TEXT

$26.00 $7.00 $1.50 $0.25 $0.20 $0.15 $0.12 $0.01

• Personal•Persuade•Complex

• Interactive• Un-obtrusive

• Easy• Natural language driven

• Rich•Controlled experience• Secure

• Rich•Complex• Probing

• Viral• Social Trust

• Rich Medial

• 95% open rate• Minimal connectivity required

•Impractical

• Scale

•Impersonal

• Limited complexity

•Requires download

• Repeat usage

• Control

• Data Mine limits

• Security• Uncontrol-able• Viral

• Connect-ivity

•Requires Opt-In• 160 character limit

• Scale• Limited customer adoption

UNDERSTANDING CROSS-CHANNELCOST, BENEFITS & CHALLENGES

COS T:

BENEFITS :

CHALLENGE:

How can I create an effective multi-channel strategy to optimally service my customers, while driving loyalty and revenue?

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Leverage the bes t features Leverage the bes t features each channel offers to drive each channel offers to drive usage and engagement usage and engagement

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Streamline service Streamline service communication and communication and offers /promotions offers /promotions across dealer networkacross dealer network

THE CHALLENGE THE SOL UT ION

Messages sentMessages sent

RESULTS

Drive Opt-in user base through Drive Opt-in user base through acquisition, dealer network, and acquisition, dealer network, and phone response channelsphone response channels

Establish triggered & scheduled Establish triggered & scheduled messages to support service and messages to support service and resale lifecycle delivered by resale lifecycle delivered by rules-based engine integrated rules-based engine integrated with Tata’s CRM system: with Tata’s CRM system:

2.2.service alerts, service alerts,

3.3.promotions / offers, promotions / offers,

4.4.new vehicle announcements)new vehicle announcements)

30,000,00030,000,000Service Service

notifications notifications

reduced inbound reduced inbound

and outbound and outbound

dealer callsdealer calls

Your ACE JH1OX 6290 is ready after service. Please contact your service advisor at 9500336001for taking delivery.

Ensure the content and user Ensure the content and user experience acros s channels are experience acros s channels are ––

• Cons is tentCons is tent• AvailableAvailable• Accurate Accurate

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Shift from outbound call to Shift from outbound call to mobile engagement to mobile engagement to showcase Ford’s lineup and showcase Ford’s lineup and make it easier for consumers make it easier for consumers to research and purchase to research and purchase vehicles across channels.vehicles across channels.

THE CHALLENGE THE SOLUTION

Page viewsPage views

RESULT

App-like navigation App-like navigation (360° views of vehicles, (360° views of vehicles, rotating cube, etc.) on rotating cube, etc.) on sophisticated HTML5-sophisticated HTML5-based m.ford.combased m.ford.com

““Locate a Dealer”Locate a Dealer” ““Search Dealer Search Dealer

Inventory” Inventory” SMS your address to SMS your address to

schedule a test drive schedule a test drive Price comparison linksPrice comparison links Opt in to find out moreOpt in to find out more Social mediaSocial media

100M+100M+Time spent per visit Time spent per visit vs. industry averagevs. industry average

2x2x

Enable communication acros s Enable communication acros s channels to provide a holis tic support channels to provide a holis tic support sys tem for your cus tomerssys tem for your cus tomers

Click to call or chatC lick to call or chat Text to call or chatText to call or chat IVR supportIVR support……many moremany more

Provide cus tomers with multiple Provide cus tomers with multiple options to communicate with your options to communicate with your brand and pick the one they are mos t brand and pick the one they are mos t comfortable with!comfortable with!

Facilitate 100% availabilityFacilitate 100% availability17

OBJECT IVEDrive traffic to the mobile s ite, and Drive traffic to the mobile s ite, and engage users to S MS sweeps takes engage users to S MS sweeps takes & community through: & community through:

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RESULT

Total page Total page viewsviews

+345k+345kTotal S ite Total S ite vis itorsvis itors

+131k+131kTotal Click Total Click ThroughThrough

+182k+182kAverage S MS Average S MS

per Us erper Us er

2.292.29MOBILE S ITE MOB ILE MED IA SMS

• Use Incentives :Use Incentives : wallpape r d ownload s , wallpape r d ownload s ,

swe e pstake e ntrie s and traile r vie ws swe e pstake e ntrie s and traile r vie ws

• Text-to-ActionsText-to-Actions in in magazinesmagazines , ,

newspapers newspapers andand pos ters pos ters e ach with e ach with

d iffe re nt ke yword s d iffe re nt ke yword s

• Links to ticket purchase Links to ticket purchase s ite s & s ite s & cinema cinema location location find e rsfind e rs

• Unique Channel tracking Unique Channel tracking spe cific to s pe cific to

e ach channe l and m e d ia to le arn & e ach channe l and m e d ia to le arn &

optim ize pe rform ance . optim ize pe rform ance .

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• Put Put cus tomers at the centre cus tomers at the centre of your s trategyof your s trategy

• Define your Define your rules of engagement rules of engagement per channelper channel

• Measure, Measure, analys e and optimize analys e and optimize (repeat)(repeat)

• Inves t and Inves t and resource resource appropriatelyappropriately

GETTING IT RIGHT

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v v

RIGHT OBJECTIVESRIGHT OBJECTIVES

Volum e

C ost

R e ve nue

S atis faction

Loyalty

What are you optimizing for?What are you optimizing for?

R obust C R M

S e gm e ntation

Ad option

Maturity

RIGHT CUSTOMERSRIGHT CUSTOMERSWho are you optimizing for?Who are you optimizing for?

RIGHT CHANNELSRIGHT CHANNELSWhat channels to use?What channels to use?

MUL

TI-C

HANN

EL EN

GAGE

MEN

T

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MobileMobileWebsiteWebsite

Shortcode/Shortcode/Phone number Phone number

WebsiteWebsite SponsoredSponsoredeventsevents OutdoorOutdoor PackagePackage

Bran

d pr

esen

ceto

uchp

oints MobileMobile

WebWebTelephony/Telephony/MessagingMessaging

MobileMobileApplicationsApplications WebWeb TV/ RadioTV/ Radio StoreStore PrintPrint

MediaMediaOutdoorOutdoorMediaMedia

Med

ia

Rich MediaAd Unit

TV Spot

Social Gamesproduct placement

QR code enabled Print Ad

In-Store Poster

InteractiveBillboard

80800

S om e th ing cnge d

tod ay. S O D A bottle s

are now com ing with

h id d e n cod e s und e r

the cap. R e d e e m

the cod e s to collect

po ints and win cool

prize s !

PrintPrint

MobileMobileWebWeb

Telephony/Telephony/MessagingMessaging

MobileMobileApplicationsApplications WebWeb TV/RadioTV/Radio Store/Store/

packagepackagePrintPrintMediaMedia

Outdoor media/Outdoor media/EventsEvents

Inte

ract

ion

Registration+10 points

1

2

3

4

5

23 Personalized challenges +80 points

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80800

Thanks ! You now have 50entrie s !

D o you know which fam ous actre s s

s tarring in our TV s pot? R eply with

A) M .Fox or B) C .The ron for 20

bonus e ntries

C ongratulations ! You now

have 70e ntrie s

C XV5342445

A

Resu

lts

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Redemption Rate: 25%-35%

Participation: 50% -70%

Revenue /Customer: 10%-15%

Reduced Attrition: 15%-25%%

Sodaconsumer profile

Sodaconsumer profile

LimeCola

2.1%1.4%

%4.3 m2.1 m

0.7 m

1.4 m0.9 m

Mobile Web

Messaging

Mobile App

Web

Sponsored Events

45 %Mobile Web

32 %Messaging

18 % Web

3.5 %Mobile App

1.5 %Sponsored Events

Orange

2.3%

NASDAQ Traded: VELT1000+ employees, including 450+ engineers$185MM+ in 2011 revenueOver 3,500 campaigns in 2011450 global brand, agency and mobile operator customers2.5 billion consumers per month reachable through Velti’s platformsOperations in 35 countriesDeliver both Managed Service & SaaS solutions

We work with some of the World’s Largest Brands…

With the scale & experience to deliver complex mobile marketing solutions

WE ARE VELTI

IT’S BEENReach me at dmartin@velti.com, #derekfmartin, or my blog, http://beterbusinessbanter.comBe sure to visit www.velti.com for more information and to read our blog on mobile marketing insights

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