Serve the Underserved - ITU€¦ · Serve the Underserved ... A global solution must support...

Private & Confidential, Growth & Emerging Markets, LLC 2012

GLOBAL ENTERPRISES - LOCAL BUSINESSES - CONSUMERS

Serve the Underserved

Empower consumers with communications and drive sustainable economic development with medium and small businesses

Powered by

06 - 20 - 2012

Wednesday, June 20, 2012


A multi-device, loyalty and marketing platform for Coca-Cola that work with small businesses

Introduction: What is Soli?

Global brands drive sales via loyalty networks of small businesses and consumers

Brands offer relevant inducements to enroll and content for ongoing engagement

Small businesses receive a free, multi-brand loyalty program with sponsored offers

Consumers redeem offers for discounts, free airtime, content or social services

Operators drive incremental revenues with existing network infrastructure

Soli operates in over 140 markets, has one patent approved and two pending

2



Emerging markets and small businesses represent the largest opportunity for incremental retail growth

Market Opportunity

“ITU is committed to connecting all the world’s people”

Many of the world’s people cannot afford to communicate freely

Soli leverages ITCs to enable development via communications and commerce

Soli works with world leading brands to enable sustainable economic development in emerging markets via medium and small businesses

Soli’s model subsidizes consumer cost of communications, social services and provides digital literacy through training

3



Emerging markets represent the largest incremental retail growth opportunityGlobal Retail Market

4

Emerging Markets$2.5T USD



Most consumers in emerging markets do not have Internet accessConsumer Communications

A global solution must support Non-Internet and Internet users

5



Medium and small businesses dominate market share in emerging marketsGlobal Grocery Market

Medium and small businesses also represent a major share of advanced markets

6

98%

90% 88%

78%70%

59%52% 52%

32%29%

19%16%

Penetration of Traditional Trade

Percent grocery sales via modern trade, 2010

100%

80

60

40

20

0India Vietnam Indonesia Philippines China Turkey Brazil Russia US UK Germany France

Sources: Euromonitor; IMF and National Statistics O!ce; UN; Bain experts

Nascent/taking-o! Consolidating Mature

Significant share of organizedtrade; greater corporatization,

mainly by general merchandisers

Dominant share of organized trade;very high specialization by channel,

category and format

Primarily fragmented retail: individually ownedsingle-store entities with low channel specialization

Percentage of grocery sales via traditional trade 2010



Small and medium points of sales are a major opportunity for ITU developmentMedium and Small Business Channels

7

Grocery Stores Market Stalls

RestaurantsGeneral Stores



WHAT IS SOLI? AND CASE STUDIES

Soli Opportunity


Brands can promote non-competitive adjacent marketing partners to add value


Soli has established partnerships with some world leading brands and agenciesMarket Demand

9



Local markets have implemented Soli as a global standardGlobal Market Demand

10

Brands include: Coke and Hershey’s with L’Oreal, ExxonMobil and InBev in process

Live (including Olympics)

Active Demand

Micro-Loyalty Demand


Private & Confidential, Growth & Emerging Markets, LLC 2012 11

Business to Business to Consumer Loyalty

1. Activation: Shopkeepers register their store, receive their user name and display in-store notices to inform consumers

2. Engagement: Consumers register with the shop and shopkeeper selects which offers they promote to registered shoppers

3. Transaction: Shoppers choose their offers upon check-in and validate purchases at check-out

Registration Pilot Results (3 Months): Shopkeepers: 85% of shopkeepers registerShoppers: Avg. 50 registered shoppers per shop

Soli enables consumers earn Coke sponsored rewards from neighborhood shopsCase Study: Coca-Cola Mexico



Awareness is generated with traditional collateralCase Study: Coca-Cola Mexico

Shopper Engagement Retailer Engagement Deliverables✓ Promotion Plan

✓ Shop onboarding plan

✓ Call to action and triggers

✓ Website

✓ Sales force manual incl. annual promo plan

Deliverables✓ Hangers

✓ Flyers and posters

✓ Fridge stickers

✓ Shopper website


!"#$%&'() &) *+,-.) /#) 0,,-.) 1$/$&2$/.&3) !#/4"$5) 6/#) 7/"#) $%&8$() 5/)9:8) ;) /6) <)-/5/#/.&)6.:!/"5=)!%/8()!&$>&?(')(@(#7)4&7A)6:84)7/"#)"8:B"()$/4()/8)5%()C&$>)/6)

.&C(.')&84)'-')5/);DE);DE)/#)(85(#)/8.:8()F)$/>("8.(&'%(4A$/-A&"

&8)&84#/:4)!%/8(

(@(#7)4&7G

Simply visit www.cokeunleashed.com.au and enter the unique code online, or submit the unique code via SMS to 195195* (Max. SMS cost 25c per msg. Help desk: 1800 006 552). *You must register for the ‘Coke Unleashed’ program to enter this ‘Coke Unleashed’ instant win competition. If you haven’t registered & you send a unique code by SMS, you have 72 hrs to register at the website, otherwise the unique code will be invalidated & you will not be entered into competition. SMS entrants require a mobile with premium SMS access. U18s need parent/guardian consent, or if entering by SMS the bill payer’s. Conditions for the program & competition apply: see the website. Open to eligible Aust. residents 13+. Competition starts: 1/11/10. Ends: 24hrs 31/01/11. Sydney time applies. Limit 10 entries per week.

Pty Ltd (ABN 50 003 029 794) L9, 40 Mount St., Nth. Sydney 2060. (INSERT PERMIT NUMBERS)

‘Coca-Cola’, ‘Coke Zero’, ‘Diet Coke’, the Contour Bottle, the Dynamic Ribbon device, the Grip & Go bottle and ‘Coke Unleashed’ are trademarks of the Coca-Cola Company.

!."')H+II))6#(()$#

(4:5

/66(#)&@&:.&C.()/8)$/$&2$/.&J)$/>()K(#/)&84)4:(5)$/>(


Soli enables consumers to earn rewards by integrating Coca-Cola’s website with SMSCase Study: Coca-Cola Australia

Business to Consumer Loyalty

1. Activation: Consumers sign up with Coca-Cola

2. Engagement: Consumers receive an offer from Coca-Cola and go to their local store to purchase

3. Transaction: Consumers purchase products and enter in-pack codes to earn rewards

Results (17 months): Unique Users: 522,922 to dateSales: 4,483,450 units to date



Soli powers Coca-Cola branded product, sports or music content preferencesCase Study: Coca-Cola 2012 Olympics

Business to Consumer Engagement

1. Activation: Global consumers register with the Coca-Cola campaign via SMS, App or Home Page

2. Engagement: Consumers choose to receive offers, sports or music content

3. Transaction: Consumers receive content optimized according to their device

Campaign Markets: • Canada• United States• Mexico• Colombia• India• Russia• China• South Africa




Our Platform



Leverage existing media and distribution systems to activate networks of small business and consumers that emulate the scale of modern, mass retail

How Soli Works

Brands add a simple call to action to their media and merchandising collateral

Distributors register business owners to activate the small business network

Small businesses promote consumer loyalty via personalized in-store media

Loyalty adds value to small business’ trust and convenience advantages

Consumers accumulate value with ongoing engagement and transactions

Brands build proprietary audiences that are managed by existing agencies

16



Established and proven turn-key platformPlatform Overview

17

Cloud Based User Interface

CampaignManagement

Loyalty PointsSystem

RewardsManagement

End UserPreferences

CarrierGateway

Server Management, Connection and Security

Brand Analytics

BrandCampaignCreation

BrandReportingAnalytics

Brand CRMBrand Loyalty

✓ 20+ campaigns executed globally

✓ Pre-integrated with Coca-Cola systems

✓ Passed Coca-Cola security scan

✓ Compliant with MMA Guidelines

✓ Compliant with Coca-Cola Marketing Requirements

✓ Global reporting for campaign results comparison

MobileOperators

Consumer

Local Business

SocialMedia

Apps

Websites

IM



Unique loyalty ecosystem developed for easy integrationLoyalty Program Overview

18

CampaignMessaging

CustomerOpt-in

List

AlertScheduling

Offer &RewardsSelection

OfferRedemption

BrandCampaignCreation

BrandOffers &Rewards

✓ Previous executions in the US and Mexico

✓ Average 50 unique registered shoppers per shop

✓ Real-time performance feedback

Offers &Rewards Mgmt

StorePreferences

OfferOpt-in

OfferRedemption

NetworkOperators

Consumer

Local Business




User Experiences


Brands use simple web-based tools to manage content, offers and analytics


Global brands underpin multi-modal campaigns with consumer loyaltyEnterprise Interfaces

20

Global CampaignManagement Real-Time Analytics

MultimediaManagement


Business owners personalize sponsored offers and rewards for local relevance


Businesses use SMS and web-based tools to register and manage their shopSmall Business Interfaces

21

WebSmart phoneSMS

MyCoke Shop ID: 003 Reply: “ID” to change shop ID. “CLUB” for total users, “TOP” for top 5 loyal users, “OFFERS” for offers of the week, “REW” for rewards

From: 23421


Consumers easily manage branded content, offers, social referrals and rewards


Multi-device compatibility optimizes brand experiences across marketsConsumer Interfaces

22

Congratulations, you have joined MyCoke and linked to shop 003. Reply “MENU” to see content options, “BAL” to get points history, “PTS” for rewards or “OUT” to quit

From: 23421

WebSmart phoneSMS



Consumers and local businesses accumulate value across brand campaignsSoli Global Rewards

23

Brand Points Content Social ServicesAirtime

Mock-up of Soli Channel plug-in with Messenger and media player


Serve the Underserved - ITU€¦ · Serve the Underserved ... A global solution must support...

Documents

Transcript of Serve the Underserved - ITU€¦ · Serve the Underserved ... A global solution must support...