Elena Ibáñez MDMK2010 December’09

Pull vs push

The Vodafone Club 2020 Case Study

What is the Operator's business model at Club2020?

Elena Ibáñez MDMK2010 December’09

Elena Ibáñez MDMK2010 December’09

Vodafone’s role is to obtain the permission from the users, no matter which operator they belong to, to receive offers in their mobile devices

So they own a permission user data base (not limited

to Vodafone’s clients)

And they sell the users’ permission to

the brands

Their revenue model is focused on the earnings they get from advertisers for each of the authorized contacts they deliver to subscribers and can be based in a CPM, CPC or both.

This is clearly a pull model

Elena Ibáñez MDMK2010 December’09

Because it is the consumer who requests the service and "pulls" it through the permission

channel.

This service could not be considered as Spam by the MMA's

Best practice Document

Because spam are unwanted messages

Elena Ibáñez MDMK2010 December’09

Because they are not selling opt-in lists to third parties

Because they are not bothering users

These are opt-in messages

They are managing their own list

They are asking for a guidance on the frequency with which the subscriber may expect to receive messages for the duration of the program

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