product presentation: location based services

Confidential & Proprietary This document contains proprietary and confidential information of iLoop Mobile, and may be used only in accordance with a written agreement between iLoop Mobile and the recipient. No portion of this document may be reproduced, republished or distributed to any third party without the express written permission of iLoop Mobile.

Location Based Services 2011 July 15, 2011

iLoop Mobile SMS Location Services Overview Location Based Services are iLoop Mobile’s SMS campaigns for location based SMS marketing. At present, location based messaging campaigns are created and managed by iLoop Mobile’s services teams, with self-service LBS campaign solutions available in the future.

iLoop Mobile Location Based Services:

• Available today: Location Based Services version 0.5 for location aware SMS subscriptions/alerts using one-time location lookup of user at opt-in

• Available Q3 2011: Location Based Services version 1.0 with real-time location lookup: o One-time message campaigns with real-time location lookup with radial search o SMS subscriptions/alerts with real-time lookup of subscribers’ locations before

each subscription/alert broadcast with radial search options

• Available Q3 2011: Location Based Services version 2.0 with geo-fencing using real-time lookup with radial parameters from user designated locations

Benefits of Location Based SMS Marketing

The benefits of using location aware services:

• Send the right message to the right person with precise contextual relevance to their location—proximity to a store address, city, state, zip code, city, county or country

• Drive store traffic and sales with messages that let customers know they are close to a store with special offers that are within easy reach

• Do segmented messaging for marketing that can deliver discreet offers or information dependent on the customer’s location

• Save money on promotion costs of mobile campaigns in traditional media—LBS SMS marketing enables location specific messaging using only one call to action for all your media channels

• Since Location Based Services v0.5 only “pings” the end user’s location once when they opt in to the subscription group (with option of a few follow on pings for “home verification”), it offers a low cost deployment of location aware messaging—you only pay once for a customer’s location lookup

• “Ping every time” functionality with radial parameters will be available in v1.0 in Q3 2011, offering real-time customer location lookup and relevance for every message sent

• Geo-fencing available in v2.0 (Q3 2011) offers location relevant messaging that “finds” your customers and sends them a message when they are near store locations

LBS Technology for iLoop Mobile Location Based Campaigns

iLoop Mobile Platform Functions

• SMS messaging platform for receiving and sending SMS messages

• Campaign templates including pre-configured double opt-in user flow (required for LBS campaigns) and required carrier Help, Stop and Terms & Conditions text

• LBS look up of user’s location (latitude and longitude) and the corresponding address, city, state, zip, county and country

• Message List Management—Message List received from customer is used for mapping message/alerts to specified locations

• Deliver correct alert message according to the location assignment in the Message List

Location Lookup Options

Two forms of location lookup are available:

• Cell ID Determines the user’s location as the

location of the tower they are connected to • Lower cost location lookup that can

have lower accuracy on user location • Some carriers support Enhanced Cell

ID that uses network data, more precise cell sectors and timing advance calculations for better accuracy

• Hybrid Assisted GPS (A-GPS) Uses carrier cell tower triangulation and

GPS satellite data when available • More accurate location fix at a higher

cost per location lookup compared to Cell ID

Location Lookup Options

Location Based Services version 0.5

LBS v0.5: Set Location Alerts Publishing Location Based Services Version 0.5 provides location aware segmented SMS broadcasting based on the user’s location at opt-in

• Alert messages sent are based on the user location at initial opt-in only—no real-time lookup of user location for each alert delivered (available in LBS version 1.0)

• Option of additional lookups (usually 1 or 2) after opt-in lookup to find duplicate address to establish “home” location better

• Double opt-in with user confirmation required

• Customer specifies the locations the alerts blast will send to as mapped in the Message List by city, state, zip code or county.

Marketing Message City State Zip Code

County

Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases and 20% off KitchenAid Pro Line. Visit hHp://m.kohls.mobi for more offers..

95110

Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit hHp://m.kohls.mobi for more offers.

San Francisco

Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes. Visit hHp://m.kohls.mobi for more offers.

NY

Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit hHp://m.kohls.mobi for more offers.

Kern


Los Angeles


TX

Phone Number

Street City State Zip

(408) 907-‐2322

176 Oak St. San Jose CA 95110

(415) 334-‐2232

1222 Jones St. San Francisco

CA 94109

(212) 917-‐8596

12 Canal St. New York New York 10022

Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit hWp://m.kohls.mobi for more offers.

Location Based Services v0.5 Overview

The steps to set up a location aware services using v0.5 are:

• Create the subscription group with keyword/short code and other opt-in methods (Web, mobile site etc.)

• For Web or mobile site opt-in to a LBS subscription, address/city/state/zip/county/country data fields can be integrated instead of LBS cell tower look up

• Submit a Message List to iLoop Mobile: each broadcast to a subscription group requires a list of the messages and and the locations you want then mapped to (the Message List can be different for every broadcast)

• Set the schedule for the message broadcast

• Broadcast is initiated—system compares the initial opt-in location captured when the subscriber opted-in to the locations and associated messages in the Message List. “Home” location can be verified with additional pings after initial opt-in.

• The message each subscriber receives is contingent on their “home” location when they opted-in to the subscription campaign.

• Since location is only captured at opt-in, you’ll also set a default “offer” or message for subscribers where the location capture at opt-in failed.

Customer Provides the “Message List” .csv

• What messages are part of the broadcast • What location assignment will be used for each message in the broadcast—zip code,

city, state or county • In this way messages can be mapped to specific locations or groups of locations

before a SMS broadcast is sent to the subscriber group. When the broadcast is sent, it compares each subscribers’ saved opt-in “home” location to a location in the message list for segmented, location relevant messaging.

• iLoop Mobile can integrate to external XML data feeds and sources that would provide the information required by the Message List

Message City State Zip Code County

Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases and 20% off KitchenAid Pro Line. Visit hWp://m.kohls.mobi for more offers..

95110

Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit hWp://m.kohls.mobi for more offers.

San Francisco

Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes. Visit hWp://m.kohls.mobi for more offers.

NY


Kern


Los Angeles


TX

Strategies for Location Based Alerts v0.5

Choosing Message List location mapping specifications:

• Exact address is not really useful without radial search (available in version 1.0 in Q3)

• Zip codes can be used, but it may be the case zip codes are too granular for a campaign

• However, zip codes can be clustered into groups for a particular message

• With LBS 0.5, larger geographic parameters (city, county, state) may often be a better choice when designing a campaign

• LBS version 1.0 will offer real-time location fix and customer specified radial distances from locations (stores), making exact street addresses and individual zip codes an effective option for message assignment

Location Aware Alerts Publishing

The Message List can specify the same message for all specified locations OR unique messages for different locations or groups of locations.

• Example 1: Set up an alert campaign where only subscribers in a specific location— like the city of San Francisco, Imperial county or the state of Florida—receives a “Buy one get one free” message

• Example 2: Set up an alerts broadcast for discreet messages for multiple locations: broadcast message “Buy one get one free” goes only to subscribers in San Francisco, and message “Free coke with burger” goes only to subscribers in Los Angeles

• Example 3: Set up the Message List with zip codes that are a certain distance from a store location and assign a specific message for that store (a zip code “cluster” you know are a certain distance from a store)

• Additional lookups can be done after the opt-in lookup to confirm a “home” area e.g. you can compare multiple lookups until you find duplicates (by city or zip) and then set that address as a more accurately confirmed “home”, and stop doing lookups on that number going forward

Marke9ng Message City State Zip Code County


95110


San Francisco


NY


Kern


Los Angeles


TX

44264

Kohls

Location Aware Segmented Alerts User Flow

Phone Number


(408) 907-‐2322


(415) 334-‐2232


CA 94109

(212) 917-‐8596

12 Canal St. New York New York 10022

44264

Yes 1

2

3

4

5

6

7

Step 3: Users confirm and their location is captured. Opt-in location is the only user location used for future alerts

Step 4: Confirmation is sent to user of successful opt-in. Optional landing page

or site link in SMS

Marketer sets up Message List to map which locations they want to send to and what message each location will receive. System compares Message List locations to stored users’ locations at opt-in to segment messages sent.

Phone Number


(408) 907-‐2322


(415) 334-‐2232


CA 94109

(212) 917-‐8596

12 Canal St. New York NY 10022

Kohl’s Savers Club Reply YES to confirm you’d like us to use your locaaon, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.many.mobi

Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.many.mobi


Location Based Services version 1.0 Q3 2011

Enhanced “Message List” with Radius & Message Cap

• Provided by the customer, specifying what messages are part of the campaign or subscription broadcast

• What location assignment will be used for each message sent—street address, city, state, zip code and county

• Location Based Services v1.0 can leverage exact street addresses, with user defined radii from an address as the specification for a match with the user’s real-time location. Message Cap allows limits to the number of messages that can be sent for any message.

• iLoop Mobile can integrate to external XML data feeds and sources that would provide the information required by the Message List, for example address information captured by Web page opt-in or from existing databases.

Message Street City State Zip Code County Radius Cap


1300 Oak St. San Jose CA 95110 Santa Clara 2 miles 5000


453 8th Ave. San Francisco CA 94117 San Francisco 0.25 miles 4000


NV 25000


Kern 10000


Los Angeles 10 miles 25000

One-Time LBS Messages/Coupons

Real-time LBS lookup for delivery of single message or coupon

• One time LBS message – Simple one-time coupon/message using LBS – Combination campaigns such as SMS sweeps entry delivers

confirmation of entry SMS with LBS based coupon/message

• Requires double opt-in and offers participation cap to marketer

• One-time LBS marketing message could include alert opt-in call to action, promoting a new keyword that opts user into an LBS alert service—ex. “Gap Coupon. 20% off jeans at Main St. store. To join Gap Saver Club reply GAPALERTS”

44264

Kohls

44264

Yes

1 2

3 5

6

User sees call to ac+on in tradi+onal media and texts keyword/short code to opt-‐in

Double opt-‐in confirma+on

User confirms and loca+on is looked up and captured

System compares user loca+on with radii of Message List loca+ons

Loca+on relevant message specified from Message List delivered with op+onal landing page link

Op+onal landing page

Phone Number


(408) 907-‐2322


MESSAGE LIST: Marke9ng Message Loca9on Radius Message Cap


1300 Oak St., San Jose, CA 95110

2 miles 5000

Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is offering 20% off all Nike and Addidas shoes. Visit hWp://m.kohls.mobi for more offers.

453 8th Ave., San Francisco, CA 94117

1 mile 4000

Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes at 34 Grove St./Bush store. Visit hWp://m.kohls.mobi for more offers.

3444 Lennon Blvd., Fresno, CA 92331

10 miles 25000

Kohl’s Savers Club Sat. only! Canal/Mercer St. store is offering 30% off all Nike and Addidas shoes. Visit hWp://m.kohls.mobi for more offers.

22 Canal St. , NY, NY 10023

0.25 miles 5000

4

Kohl’s Savers Club Today only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit hWp://m.kohls.mobi for more offers.

Kohl’s Coupon Reply YES to confirm you’d like us to use your locaaon for your coupon. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.many.mobi

One-Time LBS Messages/Coupons

LBS Subscription/Alerts with Real-Time Location Fix

• LBS alerts based on real-time locations of subscribers when each alert is broadcast—system scans and pinpoints location of each individual subscribers’ phone and then sends a specific message relevant to their position (as mapped in Message List)

• The alert message sent is based on the location of each subscriber the at time of message blast, and comparing it their radial proximity to the list of locations in the Message List (address of stores, zip codes, cities etc.)

• Double opt-in required

• Throughput for LBS alert messaging is comparable to standard SMS broadcasts at approximately 1,200 lookups per minute.

• Remember there is a charge for every subscriber lookup for every broadcast, so for larger alert groups fewer broadcasts per month may help budget considerations

LBS Subscription/Alerts: Real-Time Location Messaging

44264

Kohls

44264

Yes

Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/month. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.many.mobi

1

3

4

5

6

Before sending alert broadcast, system pings all subscribers’ phones and compares present loca+on with radii in the Message List loca+ons to deliver relevant marke+ng messages

7

Phone Number


(408) 907-‐2322


(415) 334-‐2232


CA 94109

(212) 917-‐8596

12 Canal St. New York NY 10022

MESSAGE LIST: Marke9ng Message Loca9on Radius Message Cap



2 miles 5000



1 mile 4000



10 miles 25000

Kohl’s Savers Club Sat. only! Canal/Mercer St. store is offering 30% off all Nike and Addidas shoes. Visit hWp://m.kohls.mobi for more offers.

22 Canal St. , NY, NY 10023

0.25 miles 5000

Subscriber (408) 907-‐2322

2

Kohl’s Savers Club Reply YES to confirm you’d like us to use your locaaon, 1 msg/month. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.many.mobi


Location Based Services version 2.0: Geo-Fencing Q3 2011

Location Based Services: Geo-Fencing

• SMS messages sent are based on subscribers being inside the radius of a predetermined geographic address—known as a “geo-fence”

• Geo-fences are not “traps” that trigger a message whenever a subscriber enters the “trigger wire” of a geo-fence—when geo-location is turned on, it “finds” subscribers within the geo-fence

• Messages are only sent to opt-in subscribers when they are within a geo-fence radius, and only when the location fix is “turned on”

Location Based Services: Geo-Fencing

• Thousands of geo-fences can be created for a single campaign (multiple store locations)

• Double opt-in is required to subscribe to geo-fenced messaging

• To prevent users from being barraged by messaging, you will set a limit to the number of messages any one user can be sent per week

• Remember you pay for every subscriber a geo-fence finds...you may not want it “on” 24/7, which means you can strategize when you want it “on”

• The time when the geo-fence is operational (“turned on”) is set when the campaign is created and it cannot be changed.

LBS Subscription/Alerts: Real-Time Location Messaging

44264

Kohls

44264

Yes

1

2

3

4

5

6

7

User sees call to ac+on in tradi+onal media and texts keyword/short code to opt-‐in,. Double opt-‐in confirma+on message sent first.

Step 5: When loca+on lookup is on, any subscribers within the list of geo-‐fences is found. As specified by the Message List, a relevant message for that loca+on is delivered, with an op+onal link to a mobile landing page or site (steps 6 & 7).

Kohl’s Savers Club Reply YES to confirm you’d like us to use your locaaon, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.many.mobi

Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.many.mobi MESSAGE LIST: Marke9ng Message Geo-‐Fence

Loca9on Radius Message Cap



1 mile 5000



2 miles 4000



10 miles 25000


Confidential & Proprietary This document contains proprietary and confidential information of iLoop Mobile, and may be used only in accordance with a written agreement between iLoop Mobile and the recipient. No portion of this document may be reproduced, republished or distributed to any third party without the express written permission of iLoop Mobile.

product presentation: location based services

Technology

benefits of location

accurate location

location assignment

location alerts

lookup of user location

realtime location lookup

location aware services

iloop mobile location