mobile marketing webinar alcatel-lucent and proximity bbdo

Mobile Wallet ServiceHow to apply mobile & contactless applications and an e-

wallet within your media, promotion and communication

mix

Toon Coppens

Alcatel-Lucent

Jo Heirman

Proximity BBDO

All Rights Reserved © Alcatel-Lucent 2010

Agenda

1. Introduction

2. Business context

3. Mobile phone enhancing the wallet

4. Use cases

5. Solution components

6. Conclusion


The presenters

Jo Heirman Toon Coppens

Mobile Wallet ServiceCRM – 360 Agency

+

Business Context


Structure for the business context

m

tTarget Groups

Objectives

Programs

Channels & Media

Tools

Budget

Organisation

Timing

ROI


Marketing Communication objectives in a sales activation & loyalty context


Target Groups & The Customer Decision Process

On Targeting

Behavioural

Socio-demografic

Lifestyle

adoption


The media mix? Mobile marketing channels?

Personal impact Reach Cost/contact

Self service channels : cards, stickers, online, mobile web, mobile apps, NFC phone, 2D barcodes

Retail channels : Cashier, payment terminal, desk terminal, In store screens, specific in store devices…


On tools

Type of tools: billboards, pos materials, folders, coupons, vouchers, cards…

Call-to-actions: register, buy, ask for more information, pay, save points

Program opportunities : loyalty schemes (club & savings programs), coupon programs, gift vouchers, prepaid techniques…

Mobile phone

enhancing the wallet


Near future: mobile phone as Swiss knife of secure mobile applications

%

• web • access

• payment

• loyalty

• communication • couponing

• advertising

• transport

Near Field Communication technology


Every card becomes a mobile application

Real time Balance

Business expense

Transaction history

P2P transactionsPersonal coupons

Personal coupons

On the fly subscription

All Rights Reserved © Alcatel-Lucent 201013 | Touchatag |April 2010

Secure identification technologiesNFC Bridging technologies

Contactless IDs & terminals

Other Identification technologies

2D barcode:

Biometrics

Contactless cardContactless stickerContactless keyfob

Contactless terminals


Mobile marketing & payment – industry status

Source: Retail Info Systems – March 2010


Use Cases


Starting guide

Applications

Saving

Channels Models Services

Coupon Services

Gift voucher

Prepaid

Club card (access..)

Contactless

card/sticker

Online / Mobile Web

Mobile applicatio

n

NFC phone

2D barcode

M-Commerc

e

Closed vs Open loop

(e)-PoS Integrated

vs non integrated

User Self registratio

n

Reporting & Analytics

Balance interface for web / mobile

Uniform vs segment

based program

Open ended vs

time limited

campaigns

Objectives

Sales increase

Sales frequen

cySales

activation

Shopping

analyticsKnow

your custome

rOpex

reduction


Use cases

Sales Activation Loyalty Prepaid

Retail

Guiness

Metro

Pampers Compass Group

Starbucks*

Publishers Sanoma - Flair Sanoma -

Humo

Cities

City marketing

Communities

Netlog Life Pass

* 3rd party use case


P&G PampersMobile CRM program

Who? Worldwide consumer brand

Goals Engage with customers for loyalty and increased purchase

Application Value based rewards for purchase of the Pampers products

Channels Mobile communication, SMS

Model Open, targeted, POS integrated

Services Registration, content delivery, coupons, activation

J oin Pampers Hearts Club para sa FREE expert baby tips, instant prizes and manalo ng cash

scholarships. Reply J OIN <Mom's Name>, <Baby's Nickname>,

<Baby's Bday MMDDYY>, <Address>

J oin Pampers Hearts Club para sa FREE expert baby tips, instant prizes and manalo ng cash

scholarships. Reply J OIN <Mom's Name>, <Baby's Nickname>,

<Baby's Bday MMDDYY>, <Address>

PAMPERS: Happy birthday Baby J ames, mula sa Pampers Club!

Bilang gift, Mommy Anna, meron kang

DOUBLE HEART POINTS sa susunod mong pagbiling Pampers at pag-load!

This text is FREE!

All Rights Reserved © Alcatel-Lucent 201019 | MWS for Purchasing |June 2010

Makro & MetroPersonalized promotions at PoS

Who? Retail chain

Goals Sales Activation

ApplicationCustomer profile detectionCustomer receives 3 personalized promotions at the entranceKey employees are informed of the entrance of a top customer

Channels Contactless card, SMS

Model Closed loop, POS integrated

Services Customer detection, activation, close the loop information integration


GuinnessSales activation via mobile game

Who? Brewery

Goals Sales activation

Application Predict who scores first in Rugby game and win

Channels Mobile, SMS

Model Gaming & gift vouchers

Services Gift voucher redemption


City marketingCity loyalty card

+ 100 points at

swimming pool

+ 150 points at library

-60 points for free access

voucher museum

Loyalty WalletLoyalty Wallet

GoalsStimulate participation in sports and culture Increase local community senseImprove the city offering based on consumption analytics

Application Loyalty card & saving program for the citizens and tourists

Channels Contactless card, POS devices, online

Model Loyalty club, gift vouchers, saving program

Services Registration, location & check in based savings, reward clearing


City marketing: the Flow

1. Purchase your card

2. Get free offers

3. Tag your presence & get points for additional rewards

4. Shout your participation

5. Get personalized & location based information


Sanoma Magazines & Sanoma MVNOContactless loyalty & prepaid stickers for magazine sales

Who?European publisher active in 13 countries, market leader in Finland, Netherlands, Belgium..Flair Mobile: MVNO

GoalsSales and sales frequency increaseIdentify PoS consumer for further sales activation

ApplicationLoyalty for Flair Magazine: 4 + product plusPrepaid program for Humo Magazine: pay for 10 and get 12

Channels Contactless stickers, POS GPRS reader , website

Model Closed loop, not integrated into PoS, targeted, limited in time

Services website, SMS self registration, activation


Netlog life passSocial Media virtual credits earn & burn at PoS

Who?Nr 1 social media platform for 10-18 year old in Europe70 million subscribers

Goals Engage online community, maximise advertising income

ApplicationEarn Netlog credits at PoS of participating brandsExchange Netlog credits into PoS coupons onlineRedeem coupons at PoS of participating brands

Channels Contactless stickers, POS GPRS readers, website

Model Closed loop, not integrated into PoS, targeted, limited in time

Services Website application, registration, activation, reward management


Compass Group – UKPrepaid account for enterprise campus

Who? Worldwide retail chain

GoalsCost reduction on transaction costsSales activation

ApplicationPrepaid account for PoS paymentMerchant loyalty programs: 6 + 1 coffee/tea

Channels Contactless stickers used at retailers

ModelClosed loop, top-up via cash deposit, credit/debit cardCash register integration

ServicesSMS promotions to opt-in users, mobile wallet applicationAdditional security via transaction validation on mobile phone


Starbucks* Mobile application for closed loop prepaid and loyalty

Who? Worldwide retail chain

GoalsCost reduction on transaction costsLoyalty

ApplicationPrepaid account for PoS paymentMerchant loyalty program: tracking stars

Channels Temporary 2D barcode generation

ModelClosed loop, top-up via cash deposit, credit/debit cardCash register integration

Services Mobile application

* 3rd party use case

Solution & Components


Alcatel-Lucent Mobile Wallet Service (MWS)

Mobile Wallet Service

Profile serverProfile server

Program DatabaseProgram Database

Mobile Application

SMS

WEB

PoS

Reporting & Analytics

Campaign management

Consumer registration

Balance check

Communication

Social networks

External Payment network

s

consumer

consumerAdmin

(merchant /brand)

transa

ctio

ns

APIs

adm

inistra

tion

Communication


Management platformManagement platform

Application Cor-relation ServiceWorkflow mgmtCard mgmtAffiliates, LocationsTransactions

MWS API

Admin ConsoleAdmin Console

Rule Manager

Rule Manager

Proximity BBDO Front-end Applications

Admin ConsoleAdmin Console

Registration ApplicationRegistration Application

My CardMy

Card

AdministratorCashier

Card Holder

Stored Value Account


Cor

rela

tion

AP

I

PointsOfferingRewards

Alcatel-Lucent stored value account card management reader management rule management transaction

management Proximity BBDO

Customer & Campaign Management

City ICT POS Infrastructure ticketing systems logistics management

9 months implementation process

Example: City marketing implementation


Mobile wallet service management


Closed loop prepaid solution

Opportunities:

Lower interchange (Merchant Service Charge) fee

Earn float of prepaid money

Customer loyalty

Requirements


Wallet top-up via Payment Gateway

Secure identification technology for payment (web, contactless, 2D barcode)

Point of sale terminal & register integration

walletwalletStored Value Account


Co-branded prepaid card

Opportunities:

Issuing fee

Branding

Requirements

Visa and Mastercard issuing license

Visa and Mastercard acquiring license

Conclusion


Conclusion

Customers are ready

Technology and applications are ready

The industry is getting ready

Are you ready?Contact:

EMEA: [email protected]

N-America: [email protected]


mailto:[email protected]

mailto:[email protected]

All Rights Reserved © Alcatel-Lucent 201035 | Touchatag |April 201035 | NAR Business Development | November 2009

www.alcatel-lucent.comhttp://www.alcatel-lucent.com/mws

http://www.alcatel-lucent.com/mws

mobile marketing webinar alcatel-lucent and proximity bbdo

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