finger printing future of mobile advertising

ConfidentialCopyright © 2010 Flytxt B.V. All rights reserved.

Transforming Mobile Marketing & Advertising™

FingerPrinting- Future of Mobile Advertising


Vision: Mobile Advertising to grow to over $50 Billion by 2015

Mission: To provide platforms for mobile operators and be a key enabler of that vision

Core Technology: Massively scalable Real-Time Subscriber Data Analysis and Campaign Management.

Company: Dutch firm headquartered in India with presence in UK & South Africa . 10 years of Mobile Marketing and Real-Time Analysis history.

Backed by: Clifton Holdings Inc, IVC Venture Capital AG, Schnell Consult GmbH, and RM Beteiligungsverwaltung GmbH

Flytxt at a Glance

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Co founder and initial Chair of:

http://images.google.co.uk/imgres?imgurl=http://www.ampmservice.com/images/uploads/virgin%20mobile%20Logo%2001.JPG&imgrefurl=http://www.ampmservice.com/news/default.cfm&h=258&w=488&sz=53&hl=en&start=1&tbnid=NNWuK0-OmcFPsM:&tbnh=67&tbnw=127&prev=/images?q=virgin+mobile+logo&svnum=10&hl=en&lr=

http://www.cingular.com/

http://www.target.com/gp/browse.html/ref=nav_t_logo/602-7641068-3548614?_encoding=UTF8&node=1038576


Advertising Megatrends

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Growing fragmentation/Micro segmentation

Consumer becoming increasingly sensitive to privacy issues

Measurement moving from impression to impact based

Recommendations from friends is of growing importance

More use of time critical product placement

The Mobile channel best addresses these megatrends if appropriate technology, methods

and controls are adopted


Consensus: Mobile Advertising is Poised for a Rapid Growth

Disagreement on by how much? Wide variance among forecasts. Biased by the channel focused upon (e.g. search, App insert , SMS or MMS)

2009 2010 2011 2012 2013 2014$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$491

$790

$1,186

$1,591

$2,136

$2,946

US

$ m

illi

on

s

CAGR 43%

Source: BIA Kelsey

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U.S. Mobile Advertising Forecast 2009-2014

US Mobile Advertising Market Projections


Subscriber

Data

Non-Reversibl

e Abstracti

on

TAGs for Finger

Printing

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Non reversible Abstraction enables the use of rich subscriber data by advertisers without contravening consumer privacy and operator IP

requirements

Abstraction creates a new ball game

Fingerprinting: The Unrecognised Mobile Advertising Element


Fingerprinting: Abstracted Subscriber Tags

Demographics

First Name

Age Group

Gender

Income Level

Spending Patterns

Personas

Sports Fan

Celebrity Fan

Tech Lover

Heavy Gamer

Heavy Chatter

Usage Models

Minutes Usage

VAS Usage

National/ISD Usage

Local Usage

Data Usage

Purchase Behavior

FMCG

Sports

Food & Beverage

Transportation

Healthcare

Lifestyle

Network Profile

Device Model

Roaming Profile

Base Location

ARPU Profile

Current Location

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Non-Reversible Transformation into TagsSecure, Strict Privacy, Precise Targeting


Mobile + Fingerprinting = $$$$$

Val

ue

of

Ad

inve

nto

ry

Cost of Inventory creation

SPAM Contextual Fingerprinting

$

Accuracy of Targeting

Quantity of valuable ad inventory

0

-$

Fingerprinting – creates value of Inventory

Consumer Acceptability

Response Rates

Relevance

2000 2008 2011


Growth of Mobile Advertising - Global

3.3

In $bModel of advertising 2009 2010 2011 2012 2013 2014 2015SPAM $1.13 $1.36 $1.63 $1.95 $2.34 $2.81 $3.37Contextual $1.33 $2.60 $4.31 $6.00 $8.34 $11.92 $16.67Fingerprinting $0.0005 $1.89 $3.78 $7.48 $15.00 $29.99Total in $b $2.46 $3.95 $7.82 $11.73 $18.16 $29.73 $50.03

2009 2010 2011 2012 2013 2014 2015$0

$10

$20

$30

$40

$50

$60

$1.13 $1.36 $1.63 $1.95 $2.34 $2.81 $3.37$1.33

$2.60 $4.30 $6.00 $8.34$11.92

$16.67$0.00 $1.89

$3.78$7.48

$15.00

$29.99

Global Mobile Ad Revenue Projection by Models

SPAM Contextual Fingerprinting

US

$ b

illio

ns

Mobile Advertising growth rate will increase significantly due to

Fingerprinting using abstracted operator data (meta-tags)

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Consumer Reach/Targeting/Engagement Status-- India

Targeting capability and accuracy

Use

r en

gag

emen

t le

vel

Outdoor

Internet/PC

Mobile Internet

Print

Radio

Mobile

Mobile +FingerPrinting


Fingerprinting Transforms Mobile as a Media

Targeting capability and accuracy

Use

r en

gag

emen

t le

vel

Outdoor

Internet/PC

Targeting = No or Low Engagement Level : Low (SPAM)

Mobile Internet

Print

Radio

Mobile

Mobile +FingerPrinting

Targeting = UnprecedentedEngagement Level = Very High


SMS campaigns -- ExampleMale, Young

Heavy Night Caller, Chatter

Mid network spend

Data

user

M.P. tourism offers an exclusive honeymoon package

at 20% discount this month. Click Here

Mumbai

Young

Cricket lover

Data user For real Mumbai fans, get

25% OFF on original Mumbai Indian Jersey

QR code

Young

Cricket lover

Data user

Smart phone user

Download FREE world cup app for latest updates

and win exciting prizes. Click here


WAP campaign -- Example

Male

YoungStudentHeavy

Gamer

Bollywood Fan

EmployedSin

gle

Gadget Fan

AdultValue

Seeker

High Network spend

Female

YoungStudent Commuter

AdultHouse wife Fashion

Enthusiast


Flytxt Product Suite

Data Fusion Engine

Continuous Insight Engine

NEON

Closed Loop Push Marketing

QREDA

Universal Mobile Advertising

Mobile Marketing OS

Connecting All Brands & Advertisers to All Mobile Subscribers

Connecting Operator to their own Subscriber

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Flytxt Services with Innovative Business Model Facilitates Mobile Advertising Ecosystem


Neon: Complete Mobile Marketing Platform for Operator

IntegratedEvery Step is automated

Telco Systems integrated in real-Time

UsableSingle Web Interface

Real-Time Reporting

ScalableCentral Control

Distributed Users

Carrier Grade


Consumer Fingerprintin

g& Tagging

Customer Experience Manageme

nt

Ad Campaign Managem

ent

Sophisticated Inventory Managemen

t

Extensive Reporting

QREDA: Connecting All Brands & Advertisers to All Mobile Subscribers

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• Campaign Analytics• Detailed Billing• Detailed Inventory utilization

• Behavioral • Predictive• Sociographical• Psychographics

• Frequency Capping• Opt-in/Opt-out/Double Opt-in• DND Lists

• All Channels• Custom Revenue Model• Detailed Reporting

• Best Inventory Monetization• Inventory Customization• Inventory for all segments


Value Proposition – for All Key Stakeholders

• A new revenue source• Better Inventory Monetization• Monetize hitherto unutilized inventory• Key role in Ad Ecosystem – not just “a dumb pipe”• Address the threat from OTT advertising

• 100% Reach to Consumers• 100% Reach to Brands - Big, Medium, Small & Long tail• Precise Targeting, High Relevance• Instant ROI Measurement

•Strictly respect privacy issues•Relevant Advertisements•No SPAM

Operator

Advertiser/Ad-Agency

Consumer


Thank You

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