sponsored call - another leg of mobile marketing
TRANSCRIPT
www.defne.com.tr 2010
R E V E N U E G E N E R AT İ N G VA S S O LU T İ O N S
Sponsored CallMobile Advertisement
Kubilay Devrim EkmekçiBusiness Development Manager
+90 555 255 74 46Defne, 2010
2010
Facts about Operators
Competition Among Operators causes challenges in pricing strategy.
VAS Revenues still increasing but slow down
Existing Services almost saturated
Killer Services disappeared
Mobile Broadband is a new challenge but high broadband seems as a new threat for voice revenues in the long run
Still high Competition Among Operators causes declining of voice prices
2010
Facts about Advertisers
Traditional advertisement methods are TV/Radio, Newspaper&Magazines and OAD Common points among these methods:
Communication is one wayTarget Segment cannot be easily determined Customer feedback is not easy to be retrieved Measurement of effectiveness cannot be done
USA – Chicago Tribune, 2007 952 Million $
UK- The independent, 2009 1.989 Million $ (1.300 Million £)
Turkey – Hurriyet, 2008 253 Million $
Though having too much drawbacks, traditional methods still generate high revenue
2010
Mobile Marketing as a new Media
Direct targeting with profiling
Location based delivery
Unmatched flexibility
Cost effective
Instant response measurement
Multiple channels in a single campaign
2010
Key Differentiators
Profile : Adverts have to be delivered to the target audience with correct profiles
Location: Local companies select local media
Incentive: Keep subscribers interested not disturbed
Converged: One medium with multiple channels
2010
Converged Mobile Ad
One campaign, multiple channels SMS: Text Based (newspaper, magazines, insert, etc.) Voice : Audio based (radio) 3G Video&MMS: Audio+video+text (tv)
Single point of management
Unified budget control for advertisers
2010
Consumer Anticipation of Mobile Advertisment
Ability t
o opt out
Ability t
o choose
ad ty
pe
Number of a
dds in gi
ven time
Ability t
o choose
timeframes
Profile base
d adve
rts
Incentive
s for r
eceivi
ng adds
010203040506070
Sponsoring subscribers
2010
Sponsored CallAnother Leg of Mobile Advertisement
Offers the opportunity for subscribers voice calls to be sponsored by advertiser.
When A-party starts a call, Advertisers in exchange for the subscriber listening to pay for the cost of the call.
Advertisers can sponsor either whole call or a fixed duration of the call
2010
Sponsored CallService Registration
Unlike other advertisement mediums, offer advertisers to make advanced targeting for their products.
Subscribers wishing to use Sponsored Call need to register to the service and store their profile on the system. Hence, an Opt-in warehouse is created.
Profile information can be age/gender/location/business/areas of interest etc.
Registration can be done through IVR/SMS/WEB/WAP channels
2010
Sponsored CallImplementation Methods
Sponsored Call
Offer Based
Offer By Call Catch
Offer By Outbound Call
Request BasedBefore call setup to B-
party, IN System forwards the call to
Sponsored Call System
Sponsored Call System makes an Outbound Call to the best appropriate subscribers to offer free air-minutes according to macth-making algorithm
Sponsored Call request is initiated by
subscriber, then system searches
appropriate advertisement for A-
party.
offering the sponsorship to the targeted subscriber
at a random time
2010
Sponsored CallCombination with Background Add Spots
Regardless of implementation method, system can continue playing advertisement spots in a predefined interval during the entire call.
Entire conversation is divided into slots where each slot has a certain bid value for advertisers. First slot being the most valuable, others have a decreasing value
ConversationAdd Spot
Add Spot
ConversationAdd Spot
Conversation
Call
B-PartyA-Party
Slot #1 Slot # 2 Slot #3
2010
Sponsored CallComparison of Methods
Offer By Call Catch Offer By Outbound Call Request Based
Prefix/Short Code Required
No Yes Yes
Profiling Based Advanced Targeting
Yes Yes Yes
Handles Emergency Calls
No Yes Yes
Network Traffic High Low Low
Advertisers Fund Consumption
Efficient: System offers only when there are funds Ineffecient: Subscribers may require more than available funds
Enable Credit Accumulation
No Yes Yes
Suitable for Interactive Scenarios
No Yes Yes
2010
Sponsored CallEcosystem – Key Players
Advertisers Add Agencies
AggregatorsMobile Operators
2010
Sponsored CallEcosystem – Role Players
Mobile Operator
Aggregator Aggregator Aggregator
Advertisement Agencies
Advertiser Advertiser Advertiser
- Sale the service to advertisers/agencies- Create Advertisement acc. to advertiser requirement- Get Approval from the Operator before publishing advertisement- Install advertisement to the system and execute- Prepare Reportings for Advertiser
Aggregator Layer
Mobile Operator Mobile OperatorOperator Layer
- Define Sponsored Call Strategy- Keep run&up the system- Encourage subscribers to register to the service- Approve Advertisement before publishing- Do sales aggrement between advertisers- Handles Customer Care Issues
2010
T H A N K Y O U
Sponsored Call