Avtansh Sharma, Commercial Director Media Monetization, Optism, Alcatel-Lucent APAC & AfricaMobile Advertising presentation from Communicasia 2012: Who Owns the Customer? Where Privacy Meets People. Avtansh examines the following questions. Is collecting personal information beneficial for both brand and consumer? Is too much data being held without the consumer being aware? Each player in the ecosystem has a relationship with the consumer - but who really owns the customer? A look best practices for obtaining user consent, preference and privacy management.

1. Permission Mobile Marketing
Who owns the Customer?
Avtansh Sharma
June 20, 2012
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2. Mobile Advertising
…as it is
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3. Most Mobile Campaigns
Are Built On Sand

4. Advertising on my phone?
No Thanks.

5. My Phone Is My
Personal Space

6. Traditional Advertising Methods
Don’t Work In Mobile

7. Unrequested Advertising
Will Lead People To Leave

8. So… What to do?
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9. Power to the people
• Permission
• Privacy
• Preferences
Empowerment leads to engagement and trust
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Image by PictFactory on flickr.com

10. Why?
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11. Because that’s what consumers told us…
76% Very important to ask their permission before
sending mobile ads
Wanted control of their profile to address privacy
78% concerns
Felt that ads should be interest and preference
74% based
Were more likely to make purchases of preferred
63% brands through the service
54% Would opt-in to a mobile advertising service
Source: Alcatel-Lucent Market Advantage
Research, October 2009,
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12. Segment > Research
Interest in receiving Text Alerts from Marketers
Which subscriber segment do we (US, 2010)
target?
Advertisers find younger people harder to reach 18-34
Advertisers find older people harder to engage
35-44
with
Younger people are more open to the idea of
45-54
mobile advertising
Older people demand more value and relevancy 55+
from mobile advertising
Total Female Male
(eMarketer,/Harris Interactive - 07/2010, 1729 subscribers)
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13. But How?
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14. Permission mobile marketing defined
The practice of gaining consent from consumers
in advance of a continuing marketing dialogue
taking place on mobile devices and in return for
some kind of value exchange.
http://www.mmaglobal.com/PermissionBasedMarketingOct2011.pdf
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15. It starts with the
Opt-In
Source: Flickr, Yes South London
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16. Once we have Permission
we need to build Profiles
and Preferences
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17. Preferences require
constant fine tuning
to remain relevant
Image: Marcus Penna
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18. So What? If we do…
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19. Creating engaged audiences – the results (EMEA Deployment)
14% Opt-in rate based on basic SMS invitation – without reward
50,000 Opted-in within first 10 days of soft launch
1,000,000 Opted-in during a 2 month period
2,300,000 Opted-in since launch
Average response rate to Dialogue campaigns
30% Maximum 55% to date
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20. However Keep it Relevant
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21. adidas Predator
Do you know which star from
Real Madrid made his choice Case Study
to play with the new adidas
Predator shoe? Reply for free • Raise awareness of the new adidas
1=yes
Predator shoe
2=no
• Targeted to Arabic and English speaking
users Under 50, Males and interested in
Sport
• Rich Dialogue was used for the campaign
format
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22. Campaign Results
Do you know which star from
Real Madrid made his choice
• 27% to play with 19% (English) responded
(Arabic), the new Adidas
Predator shoe? Reply for free
to the campaign
1=yes
2=no
• 15-24s were most responsive (35.5%) You knew it was Kaka? "Own
the Game" and visit adidas
stores now for the new shoe
• 73% of Arabic speakers learned about
collection of adipower
adidas’ sponsorship of Kakà Predator
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23. Nike Case Study
Want expert help from the
Nike Store to take your run to
the next level? •Encourage footfall to the Dubai Festival
1=Yes City Nike store
2=No
•Targeted to Males, Females, English and
Arabic users
• Rich Dialogue was used for the campaign
format
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24. Campaign Results
Want expert help from the
Nike Store to take your run to
•15% of message recipients responded
the next level?
overall 1=Yes
2=No
Find the right Nike shoe for
• 20% of Arabic speaking females your running style. Visit the
responded to the campaigns Nike Store, Dubai Festival City,
for free gait analysis. Simply
show this message to our staff
• Young people (under 18s and 18s – when you visit.
24s) were most responsive to the campaigns
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25. Sprite Case Study
Sprite Triple Slam coming
soon. What skills will you be
bringing? •Drive traffic to the Sprite Triple Slam
1=Basketball Facebook page
2=Dance
3=Music •Targeted to Males, Females, ages 15 – 35,
interested in Entertainment, Sports
• Text Dialogue was used for the campaign
format
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26. Campaign Results Grab the mic and wow the
Want expert help from the
Nike Store to take your run to judges this year. Click below to
•22% of message recipients responded
the next level? LIKE us on Facebook
overall 1=Yes http://tmsfr.me/iXXXXXXXXXX
2=No
• 18% click-thru to Sprite’s Facebook page
•26 – 35 year olds were most responsive to
the campaigns
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27. How do we do it at
optism
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28. Commercial Model
ALU Optism
• A Full-Service solution
• Light Integration – remotely hosted – connecting with your existing technology
• Go To Market Support – to ensure maximum success
• Quick launch in 3 months of sign off – generate revenue immediately after deployment
• Major Media Buying agreements – Network of local Media Sellers
• Major Industry Relationships with WPP & MMA
• Revenue Share model
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29. Optism increases engagement through 360 campaigns
From advertising to checkout From CPM to CPA
Checkout at Get relevant Report & Create
point of sale ad Analyze promotions
Consumers Brands & retailers
Redeem Interact & Support
Target &
coupon Get coupon interaction &
Distribute
redemption

30. The Way Forward
Respect and carefully manage consumer’s
permission, preferences and privacy:
• not just in YOUR engagement with
consumers
• but across the entire market
Key to build ROI and Scale in Mobile
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Image by Thomas Hawk on flickr.com

31. Thank You
www.optism.com
Follow us on:
Twitter
www.twitter.com/optism
Facebook
www.facebook.com/optism
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