location based mobile marketing
TRANSCRIPT
LOCATION BASED MOBILE ADVERTISING
IN HUNGARY
Gabriella Dalos-KovácsGlobal Market Development
T-Systems International GmbH.
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T-SYSTEMS INTERNATIONALDEUTSCHE TELEKOM'S CORPORATE CUSTOMERS ARM
DEUTSCHE TELEKOM. FACTS & FIGURES
More than 190 million customers
in 50 countries and 230 000 employees worldwide
No. 1 on German market: telecommunications, mobile, IT
Own data centers and networks around the world
Revenue of EUR 60.1 billion
ICT FOR CORPORATE CUSTOMERS
for public sector institutions
for multinational groups:
Automotive, Manufacturing Industry
Telecommunications, Energy, Healthcare
Financial sector, Retail, Services, Media
Employees: 50 000
Revenue: € 9.5 Billion (2013)
Deutsche Telekom: International leader for connected life and work
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TRENDS OF THE MOBILE ADVERTISING MARKET
€385B
€454B
~€35Mrd.~€10Mrd.
Mobile Advertising with high growth
(CAGR: ~50% 2013-2016)
2013 2016
Mobile Advertising Revenue (US $ MN)
Contribution to global growth (US $ mn Ad Spend 2013-2016)
Mobile Advertising market (2013-2016)
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Why should companies add text message totheir marketing mix?
20%of emails are opened
29%of tweets are read
12%of Facebook posts are read
98%of text messages (SMS) are read
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Sources:
http://techcrunch.com/2012/02/29/facebook-post-reach-16-friends/
On the rOad tO „BIG data”
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The SOLUTIONCampaign management system based on real-time B2B2C model.
ANALYTICAL data collecting• Collection of mobile phone’s GSM cell information.• Purchasing behavior, affinity analysis.• Purchasing willingness data.
What we OFFER• Targeted, analytical based SMS promotions.• Extremely effective revenue growth.• Increasing customer loyalty.• We help brands communicate with their audience
based on their location.• Run drive-by special offers campaigns, raise
awareness of new stores.
Company’sown loyalty database
Online shop or in-store customers
Opt-in DB(Telekom
opt-in)
Network compart-
ment
SMSgateway
Big Data infrastructure and
applications
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BREAKTHROUGH, HIGHLY RELEVANT SOLUTION TO PRODUCE REAL-TIME ACTION
Special Promo at Mall XYZ: Get anytwo burgersfor only EUR 5,00. Show this message.
Greetings: Telekom
THE RIGHT MESSAGE, AT THE RIGHT TIME, AT THERIGHT LOCATION
Is your store usually empty between 3 and 5 p.m.? Lure in guests with an attractive discount right at the moment.
Do you have a brand new product and want to let the potential customers know about it? Tell them as soon as possible with our location based mobile marketing solution.
Gain insight of who your clientele really is: understand the classification of your consumers ( according to age, gender)
Advertise it: Try the comfort of our runningshoes and share with friends.
Let the people know about the promotionsaround the malls/points of interest .
11.97%
4.87% 4.49% 4.22% 4.17%
0%
2%
4%
6%
8%
10%
12%
14%
Res
pons
era
te
Campaign 1. Campaign 2. Campaign 3. Campaign 4.
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EFFICIENT SOLUTION5-20 TIMES BETTER RESPONSE RATES THAN INDUSTRY AVERAGE
Industry average
CTR