focused mobile marketing

8/20/2019 Focused Mobile Marketing

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Focused mobile marketing

Customer Confidential

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connection

with

consumers

New Mobile

Services shaping

the future



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alerts, reminders, portals and applications.

Driving sales via mobile vouchers or

rewarding purchases with free mobile

content are also popular approaches.

Closer connection withconsumers

The mobile channel is an ultimate one-

to-one medium. As resistance to mass

advertising is increasing, mobile marketing

offers a closer connection with individual

consumers – and one that also enables

them to interact with the brand. The new

medium puts people in control of what

they receive, when and where they receive

it. By providing relevant, genuinely valuableservices and information, anytime,

anywhere, it has the capacity to deeply

integrate brands into the lifestyles of

consumers.

The mobile phone is the most personal of

communication technologies: ubiquitous,

trusted, an integral and intimate

component of everyone’s lifestyle. When

contrasted with fragmented traditional

media, mobile communication as a

marketing medium represents a moreeffective, cost efficient and measurable

means of building a closer, more personal

relationship with the consumer.

These unique attributes of mobile

marketing correlate with a growing desire

on the part of consumers for a greater

ability to interact with brands when they

want to, while satisfying marketers’

ambitions to develop deeper consumer

experiences through interaction that

enables consumers to respond creatively.

Context-aware marketingbuilds and expandsbusiness opportunities

Local and mobile marketing business

solutions bring the marketers and

marketing service providers together with

telecommunications, marketing technology,

media and broadcasting industries and

opens new opportunities for them all.

With the advent of novel mobile

technologies such as non-cellular local

solutions based on Bluetooth, WLAN, and

RFID technologies marketing will move to

next level. These technologies will unleash

context-aware marketing, where mobile

marketing applications are aware of the

circumstances of the consumer and can

thus provide them with personally relevant

services, local information and advertising

the way they want it, when they want it.

Mobile operator needsVirtually all mobile operators have for some

years now already provided consumers

with mobile data services. For example,

phone services such as ring tones,

backgrounds and screen savers are very

popular. In addition to these services, mobile

operators also provide access to a wide

range of non-mobile phone related services

such as weather, news and sports services.

Most of these services are accessed via SMS

or with the phone’s WAP/WWW-browser.

Despite the large growth in the number

of new mobile databased services, the

increase in corresponding revenue has been

smaller than anticipated. There are several

reasons to this, but the most significant

hurdles for consumers in the first phase

are the difficulty in discovering the service,

and when found, in initiating and using

the service.

Mobile phone as amarketing medium

Consumers today are less responsive

to traditional marketing than they

used to be*. They are embracing new

technologies that empower them with

more control over what, how and when

they are marketed to. More and more

purchase decisions are made in

environments where traditional media

have less direct influence.

Marketing that relies too heavily on

traditional marketing tactics and that is

not exploring new technologies and

connection points does not work.

In addition, some of the basic forms

of mobile marketing implemented with

direct text messages has shown to be a

less wanted – and in some cases even

totally rejected – way to get advertising.

New channels are needed to reach and

acquire customers.

The mobile phone as a marketing medium

provides a wide range of opportunities to

marketers, marketing service providers

and mobile operators. Brands from all

sectors are already using mobile

communications as an integral part of

their marketing in communicating with

millions of consumers.

The most common mobile marketing

formats include text messaging based

sales promotions for consumer packaged

goods, and those linked to direct response

advertising and interactive televisionprogramming. Companies of all sizes are

boosting customer service through mobile

* “The Vanishing Mass Market” by Anthony Bianco, Tom Lowry, Robert Berner,Michael Arndt, Ronald Grover. Business Week. July 7, 2004

“Nightmare on Madison Avenue” by Devin Leonard. Fortune. June 14, 2004



content owners as well, mobile marketing

using Bluetooth is still unexploited.

Local services easily

With the Nokia Local Marketing Solution,

consumers will be able to easily discover

and easily initiate services. A phone call

to the nearest taxi stand, opening a WAP

or HTTP connection to the local movie

theatre portal can be made with just a

few clicks. Rather than having to browse

through multiple menus, the special

application in the phone makes it possible

for the consumer to discover locally

relevant services from service

advertisements collected in thebackground by the special phone

application while the consumer moves

around.

Nokia Local MarketingSolution

With the Nokia Local Marketing Solution

mobile operators and service providers

can promote their own or partnered SMS

and data services. Even local businessescould easily advertise their own services

in relevant places at relevant times. The

solution creates demand for building new,

really local services thus offering a new

revenue opportunity area.

The solution consists of:

• an application in the

phone – Local Info,

• a mountable, approx. A5 sized device

called the Nokia Service Point LMP 10

used for sending over Bluetoothservice advertisements to the

consumers’ phones and

• the Nokia Service Manager LMM 10,

which is a back-end server for content

and service point management.

Services are advertised via Bluetooth to

consumers’ phones when they pass a

service point. These service advertisements

are automatically saved to the Local Info

phone application. Since the area where

service is advertised is well defined, thesolution enables the advertisement and

provision of services to have a relation to

Mobile operators have made big

investments to make it possible to provide

mobile data services. It is difficult for the

mobile operator to inform its consumers

when there is a new mobile data service

available. The potential of using Bluetooth

has not yet been utilized by mobile

operators as a mean to market services.

Content owner needs

In this context, a content owner is

a company providing any type of content

to consumers through mobile phones.

Currently, the most typical content owners

are companies providing, for example

news, sports, stock, and weather reports.These companies typically provide WAP

and/or SMS based-services, but also

provide WWW-pages customized for

access from mobile phones. Virtually any

company providing their services for

consumers could be a content owner,

including different kinds of stores, kiosks,

restaurants, shopping centers, movie

theatres, video rentals, retailers etc. These

companies could provide access to services

through phones, for example advertising

their toll-free numbers and WWW-addresses, special offers, campaigns and

competitions. Unfortunately, there are only

a limited number of channels for effectively

advertising digital services. Although the

mobile phone services of content owners

are accessible and can be advertised in

newspapers, on television, on the radio

or in posters, the consumers have to enter

SMS codes and URLs manually in their

phones to access these services. For

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a certain place. Service advertisements can

be time-specific and be valid for a limited

period. When the validity of an

advertisement expires, it disappears from

the consumer’s phone. The consumer can

set preferences on several criteria, thus

getting only those services, which he/she

is most interested in.

Existing phone applications are used for

service access. Before the consumer

activates the service, the UI informs the

consumer the service type and price. From

the user-interface, the consumer can set

preferences, for example which category of

service advertisements to receive and, most

important, to select which service providers

they wish to receive the adverts from.

The actual usage of cellular voice and data

related services happens over cellular

network by just clicking the service icon

from the phone application. The solution

supports the activation of voice, SMS,

WAP/HTML browsing and streaming

services. The solution also makes it possible

to have embedded content behind the

service icon, for example to show a coupon,

an HTML/WAP file or play an audio/video

clip. The service advertisement are created

and managed with the Nokia Service

Manager LMM 10, which uploads these to

the local service points. The connection

between the service points and the central,

back-end service manager is over GPRS;

hence there is no need for local LAN cabling.

Conclusion

The Nokia Local Marketing Solution

is a unique solution providing significant

benefits for the service operator. It offers

an interesting and competitive alternative

to marketing both owned and partneredcellular and non-cellular services. With the

solution, the mobile operator can boost



• Event services and bettermatching of the consumers’ needs

• Services based on consumers

preferences and permission

• Interesting and highly valid services

from authorized service providers,

no spamming.

The solution is easy to manage as no

integration of existing infrastructure is

needed, and it contains all the means

for cost-effective management of the

services and service points.

The solution is scaleable as it is possible

to start with a small installation. For

example, tens of service points placed in

usage of existing service and create newbusiness by providing advertising space

for local business owners.

The Nokia Local Marketing Solution allows

the service operator to strongly differentiate

marketing services for the consumers in the

competitive market. With the solution, the

service operator can provide:

• Local marketing in well-defined

locations

• New and increased revenuesfrom local mobile services and

advertising fees

• Timed marketing to match

users’ situations

well-defined locations could be expandedto a large, densely populated coverage area.

The solution makes service discovery easy

for the consumers. They get the service

from a location immediately, based on

personal preferences and by simply clicking

on the service advertisement. Together, this

makes consumers’ acceptance of the

solution easy.

Access Through Menu Main View Use Service

• Daily collection ofpersonalized newslinks from operator

• Checking theweather

• Ordering thesubway ticket

8

72

• Lunch list of thefavorite restaurant

• Fashion sale booklet

• Checking the newestentries in datingservice

• Checking the news• Checking the lunch list

12

108

• Special offers &discount couponsfrom the music store

• Daily movie ticketpurchasing

• Ordering a newring tone

• Ordering a taxi• Checking the

pop news

12

108

• Invitation to themembers loyaltysale on departmentstore

• Ordering thesubway ticket

• Checking thebusiness news

• Purchasing movietickets

12

108

• Mobile gameoffer in the musicstore

• Watching themovie trailer inthe restaurant

• Downloading themobile game

8

72

Received linksvia Bluetooth

Consuminglinks viaoperatornetwork orin shops

Average number

of clicks withthe solution

Average numberof clicks withoutthe solution

In the morning On her way At lunch On her way In the evening

~ 90% less clicks -> better usability and increased traffic

Significant increase of usage of mobile services and online time with just a few clicks!

Further information

Please contact your local Nokia

representative or visit our website

www.nokia.com/localmarketing

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T h e c o n t e n t s o f t h

i s d o c u m e n t a r e c o p y r i g h t © 2

/ 2 0 0 5 N o k i a . A l l r i g h t s r e s e r v e d . A l i c e n s e i s h e r e b y g r a n t e d t o d o w n l o a d a n d p r i n t a c o p y o f t h i

s d o c u m e n t

f o r p e r s o n a l u s e o n l y .

N o o t h e r l i c e n s e t o a n y o t h e r i n t e l l e c t u a l p r o p e r t y r i g h t s i s g r a n t e d h e r e i n .

U n l e s s e x p r e s s l y p e r m i t t e d h e r e i n , r e p r o d u c t i o n ,

t r a n s f e r , d i s t r i b u t i o n o r s t o r a g e o f p a r t o r a l l o f t h e c o n t e n t s i n a n y f o r m w

i t h o u t t h e p r i o r w r i t t e n p e r m i s s i o n o f N o k i a i s p r o h i b i t e d .

T h e c o n t e n t o f t h i s d o c u m e n t i s p r o v i d e d " a s i s " , w i t h o u t w a r r a n t i e s o f a n y k i n d

w i t h r e g a r d s i t s a c c u r a c y o r r e l i a b i l i t y , a n d s p e c i f i c a l l y e x c l u d i n g a l l i m p l i e d

w a r r a n t i e s , f o r e x

a m p l e o f m e r c h a n t a b i l i t y , f i t n e s s f o r p u r p o s e , t i t l e a n d n o n - i n f r i n g e m e n t . I n n o e v e n t s h a l l N o k i a b e l i a b l e f o r a n y s p e c i a l , i n d

i r e c t o r

c o n s e q u e n t i a l d a m a g e s , o r a n y d a m a g e s w h a t s o e v e r r e s u l t i n g f r o m l o

s s o f u s e , d

a t a o r p r o f i t s , a r i s i n g o u t o f o r i n c o n n e c t i o n w i t h t h e u s e o f t h e

d o c u m e n t .

N o k i a r e s e r v e s t h

e r i g h t t o r e v i s e t h e d o c u m e n t o r w i t h d r a w i t a t a n y t i m e w i t h o u t p r i o r n o t i c e .

N o k i a a n d N o k i a C o n n e c t i n g P e o p l e a r e r e g i s t e r e d t r a d e m a r k s o f N o k i a C o r p o r a t i o n .

N o k i a p r o d u c t n a m e s a r e e i t h e r t r a d e m a r k s o r r e g i s t e r e d

t r a d e m a r k s

o f N o k i a . O t h e r p r o d u c t a n d c o m p a n y n a m e s m e n t i o n e d h e r e i n m a y b e t r a d e m

a r k s o r t r a d e n a m e s o f t h e i r r e s p e c t i v e o w n e r s .

Nokia Ventures Organization

P.O. Box 407

FIN-00045 NOKIA GROUP, Finland

Phone: +358 (0) 7180 08000

www.nokia.com

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