5 Key Factors for Mobile Inquiry Generation in 2011

Presentation Overview

Key Factors for Successful Mobile Inquiry Generation

1. Understanding the Current Mobile Market2. Utilizing Mobile Targeting3. Filtering Through the Mobile Traffic Noise4. Building Universal Mobile Landing Pages5. Generating Inquiries via Text Messaging from Offline Media

1. Understanding the Mobile Market

4

U.S. Mobile Market Opportunity

Source: Frost & Sullivan

US Mobile Subscribers/Users (in millions)

168M (60%)

86M (31%)

70M (25%)

50M (18%) Audio33M (12%) Apps33M (12%) Games

20M (7%) Mobile Video

UNIQUE USERS Q1 2010

280M Mobile Subscribers

Text Messaging

MMS

Mobile Internet

Source: Nielsen

5

Mobile Internet Usage will Equal Desktop in 2013

6

Mobile Demographic Trends—% of all Mobile Subscribers

13-17, 7%

18-24, 17%

25-34, 29%

35-44, 24%

45-54, 14%

55-64, 6%65+, 3%

Mobile Browser Usage by Age Group:

Male, 56%

Female, 44%

Mobile Browser Usage by Gender:

Mobile Browser Usage:

Search, 54%

News, 40%

Weather, 36%

Sports, 32%

Social Networking, 43%

Source: comScore

7

Mobile Demographic Trends

• 72% of those between 25-49 use text messaging, and 53% of texters are 35 years-old and up. (Scarborough Research)

• African Americans are the most active users of mobile web–outpacing the national average by nine percentage points

• 85% of Hispanics have a cell phone and 39% have taken advantage of online access with their handheld. Mobile access often takes the place of broadband at home with 28.2% using their mobile only for data consumptions

• There are 75M US adults on the mobile internet, more than half of them daily

8

Google Index of Mobile EDU Queries 12-31-07 to 12-31-09

Source: Google

2. Utilizing Mobile Targeting

10

Reaching the Mobile User

Use AppsDisplay on

Downloaded Apps

Browse InternetDisplay on Mobile

Sites

Text MessagingRespond, receive

or Participate

SearchLook for Answers

or Local InfoMobile Search

Engine MarketingRespond, Receive,

Participate

Source: Nielsen

Targeting and Tracking

• You can target based on:– Carrier– Device– Location– Channel– Publisher– Day part

3. Filtering Through the Mobile Noise

13

Clear, Simple Creative Designed to Fit a Smaller Screen

14

Pay-Per-Call Campaigns

Mobile Banner

WAP Landing Page

With filtering:

36% of all calls are over the threshold

26% of paid calls are over 6 minutes.

15

Total Call Volume Analyzed

Under 20 Secs / Missdial

Call Over 2 Minutes

Calls Over 6 Minutes [High

Quality]Has GED / Pressed 1

No GED / Pressed 2

% 100% 19% 22% 17% 27% 16%% 100% 19% 22% 17% 27% 16%Volume 600 115 129 101 163 92

0100200300400500600700

Calls

CUnet Click-to-Call Network Sample Data Analysis Q3, 2010

• C2C Campaign with IVR Qualification Questions Press 1 if you are over 18 and have a GED or High School Diploma

Most conversions happen after minute 6.

Payment after minute 2.

16

Mobile Short Form Campaign

• New universe of non-duplicate fresh inquiries

• Scrubbing though CUnet Sparkroom technology

CUnet Control

Panel Data Lead

Scrubbing

HTTP POSTor Email

WAP Landing Page

Mobile Banner

17

Mobile Paid Search Campaign • Toll-free number on adword ads

enabling click-to-call

− Target by city, state, keyword, carrier, smart vs. feature phone, and zip code

• URL can redirect to a mobile page to keep the user experience consistent or just include the toll-free number

– Capture user information on the mobile page

• Mobile Paid Search generated high quality inquiries

Veterinary Schools

IVR Qualification &

Duplicate Scrubbing

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• Develop a functional mobile website with good content

• Allow users to navigate and learn more about your school, programs, and campuses

• Provide an interactive experience with strong calls to action

Immersive Mobile Website with Embedded Calls to Action

4. Build Universal Mobile Landing Pages

20

Build Universal Mobile Pages

For best practices in building mobile WAP / XHTML optimized mobile pages, go to: www.W3C.org

21

Smart vs. Feature Phones Market Share—Q3, 2010

29.7%

70.3%

Smart PhonesFeature Phones

Feature Phones vs. Smart Phones

8%

92%

iPhonenon-iPhone

iPhone Share of U.S. Population

Source: Nielsen

Android24%

Blackberry28%

Microsoft14%

Linux3%

Palm1%

Symbian3%

iPhone27%

BlackberryiPhoneAndroidMicrosoftPalmSymbianLinux

Smart Phone Market Share

22

Smart Phone Sales are Predicted to Overtake Feature Phones Sales Next YearSource: Neilson

5. Use Text Messaging to Generate Inquiries

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63.7%

30.1%28.6%

21.8%18.7%

13.2%

0%

10%

20%

30%

40%

50%

60%

70%

Sent text message to

another phone

Used browser Used downloaded

apps

Played games Accessed social networking site

or blog

Listened to music on mobile

phone

Mobile Content Usage—SMS is Still King

168 million SMS users in the US—63.7% higher than the next-ranked service (MMS)

by Share (%) of US Mobile Subscribers March 2010

Source: comScore

Unique to mobile is the ability to transform traditional offline media to interactive measurable real-time media

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TEXT DEGREE TO 28638

DELIVERY Direct Response TV, Radio, Print, Outdoor

FORMAT SMS/Text

AUDIENCE Based on Client Media Plan / Placement

TARGETINGTRACKINGREPORTING

Carrier Time/ Date Capturing all SMS interactions

CALL TO ACTION

Text “Keyword” to “28638”

SMS Inquiry Capture Process for Offline Media

SMS interaction

capture

User Texts the Keyword to the

Short Code

Mobile Platform Sends Back Pre-Set Reply /

Questions

HTTP POST

or EMAIL

Lead Data [phone/name/other]

Posted to Client

26

SMS Mobile Updates: A Receptive Market

Summary

Key Factors for Successful Mobile Inquiry Generation

1. Understanding the Current Mobile Market2. Utilizing Mobile Targeting3. Filtering Through the Mobile Traffic Noise4. Building Universal Mobile Landing Pages5. Generating Inquiries via Text Messaging from Offline Media

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MOBILE NETWORK PARTNERS

Qualify & Filter

Optimize

Target & Build

- Mobile Data Inquiry CPL

- Mobile Inbound InquiryPayPerCall

• Universal Mobile Sites• WAP platfrom• Creative production• IVR qualification• Interactive SMS Platform• Call Tracking / Recording• Vendor Management• Compliance & Monitoring• Real Time Reporting

CUnet’s Mobile Network Advantage

CUNET MOBILEMEDIA MANAGEMENT

PRODUCT• SHORT FORM• CLICK TO CALL• SMS INQUIRY CAPTURE• SMS ALERTS• MOBILE PAID SEARCH

ADDED VALUE

29

Mobile Inquiry Generation with Call Center Lead Verification and Hot Transfer

C&U Call Center

MOBILE NETWORK PARTNERS

Qualify & Filter

Optimize

Target & Build

Mobile DataInquiry

Mobile Inbound

Call Inquiry

• Universal Mobile Sites• Creative production• IVR qualification• Interactive SMS Platform• Call Tracking• Comprehensive Reporting• Vendor Management• Compliance• Monitoring• Real Time Reporting

CUNET MOBILEMEDIA MANAGEMENT

PRODUCT• SHORT FORM• CLICK TO CALL• SMS INQUIRY CAPTURE• SMS ALERTS• MOBILE PAID SEARCH

ADDED VALUE

Call Verified Lead

Full Form

Hot Transfer

• SHORT FORM• CLICK TO CALL• SMS INQUIRY CAPTURE• SMS ALERTS• MOBILE PAID SEARCH

Questions?

````````Contact:Akeel HaiderMobile Media Strategist

E-Mail: akeel.haider@cunet.comPhone: 201.477.7688

For more information, go to: www.CUnet.com or check out CUnet’s blog: http://blog.cunet.com