Spice MM Offerings

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Spice Digital LimitedMobile Marketing Services



Agenda

About Us!

Why Mobile Marketing

Different Channels of Mobile Marketing

Ad Network Offering

Case Studies



µMobile Marketing¶

OR

µThird - Screen Marketing¶

� The third screen is becoming an increasinglyimportant part of the customer experience.� It is the next digital universe that advertisersand marketers are exploring.� Bringing a revolution in advertising ± a

paradigm shift!



Reaches out to a Huge

Subscriber Base!

Total Telecom Subscr ber BaseBhart A rt - 79.9

BSN - 73.9

R anc Co un cat ons - 57.06

Vodafon Ind a - 54.62

Id a C u ar - 30.38

Tata T s rv c s / Ind co - 24.0

A rc - 13.8

MTN - 7.5

Tata T s rv c s - Maharashtra -

6.1Sp c T co - 3.6



Different Channels of Advertising

Television� Mass� Contextual

Radio� Contextual� Demographic

Print� Contextual� Demographic

Direct Mail� Contextual� Demographic� Location

based

Internet� Mass� Contextual� Demographic� Location

based

MobilePhones� Contextual� Demographic� Location

based� One-to-One



Trends in support of

Mobile marketing

� � More than 300 MM mobile subscribers in theIndia, and over 2B worldwide

� Currently, Mobile Internet Users havesurpassed the broadband user base in India

� Mobile advertising spending will increase to$14B in 2011, up from $1.5 B

� Brand Recall value of SMS is equal to TVcommercial of 30 Sec.

� 94% of text messages are read

� Average response rate for mobile campaignsreach beyond 15%



Different Channels of

Mobile Marketing

SMS

Voice

WAP

USSDODP



The Brand Cycle

Consideration

Preference

Experience

Loyalty

Awareness

ODP

M bile Game

M bi S de

W P Z ne

Short Code/ oice

Mobile Conte t

Mobile Coupon

Short Code/ oice Campaign

Mobile Conte tW P Site

PUSH SMSoice d

SMS Footers

Registration

M-CouponM-Commerce

Loyalty Program



Ad over Voice

The call lands at the

callers service

station &

searches

or called

party & destination

network

DestinationOperator

The calling party hears the

Pre -call ad

¡

ter searching the calling party, the

Caller hears the¡

d RBT instead of tring tring

Caller Dials thenumber

9900223344

Tring -Tring !!

PRE CALL AD RBT



Available Inventory

Over Voice

Har Jeb mein Rang !!! This call is brought to

you by NOKIA

Ad displayed on empty screen

when user is dialing a number

Caller Dials thenumber

9900223344

Sabse

SastaSabse Accha

Big Bazaar Sale

extended to4th Jan

PRE CALLTime slot of 10-15 secProfiling can be doneInteractive via IVRS or

SMS

AD RBTTime slot of 10-15 sec

Valid on all incoming callsInteractive via IVRS or

SMS



Options Over

WAP /Mobile Internet

WAPBanners WAP Zones

WAP ContestsWAPVirals



Option over SMS

P2P SMS PUSH SMS PULL SMS

Missed Call/Network

Alerts



Option over USS D

USSD Balance Query USSD Menu USSD Subscriptions /Alerts



Other Offerings



Other OfferingsBranded on device portal



Other OfferingsGame Branding

In-Game BrandingThis in-game screen remains constant, throughout the game

The banner, with the Brand logo, willappear on this screen

In-Game Branding

The Brand logo (and the tagline) can appear atthe end of the bowling alley (as a scroll), or when the user throws the ball

It can even be displayed as a scroll when theball hits the pins and the view zooms in



Ad Network Solution

Features Highlights

� Extensible targeting usingtags

� Flexible campaign design& campaign creationwizard

� Cross-channel responsetracking

� Detailed auditing of impressions andresponses

� Powerful inventory

management system



Profiling capability

DemographicTargeting

ContextualTargeting

BehavioralTargeting

Targeted Age

Targeted Location

Who is the sub?

� Age

� Incoming range

� Education

� Mobile user type

Where is the sub

what is he doing,

and when?

� Location

� Kind of content

� Day of week

� Time of day

Targeted Interests

Tag-basedProfiling



R eporting capability

Subscriber base report shows reach according to subscriber attributesInventory reports show ad insertion opportunitiesDelivery reports show impressions and responses organized by user criteria

Response rate reports compare responses rates by subscriber attributes

Subscriber base report:

determine potentialreach by operator,attribute

Inventory: plan adsales, determine overallperformance

Delivery: determine

individual campaignperformance

Response rate: improvetargeting



Popular Case Studies

Russians will be able to send text messages to ensure that the Vodka theyare drinking is genuine. By sending the serial number of the bottle to adesignated short code, they will get a response by SMS certifying (or not)the product.

JaguarUses Mobile To Launch New XF SedanJaguar wanted to communicate the vehicles break through styling and unique

f eatures to a target audience that was male, to years old, and with a high

level of household income Mobile proved to be a great way to do this.

Lynx Get In There Mobile Tools is one of the most innovative

downloadable mobile applications weve seen, and has won a

series of awards including Cannes Lions Silver, D&AD Pencil, UK

MobileMarketing, and most recently the MMA global award for

Best Use of Mobile Marketing-Branding

Lynx Builds Weapons of Mass Seduction



Ad Network Solution

Features Highlights

� Extensible targeting usingtags

� Flexible campaign design& campaign creationwizard

� Cross-channel responsetracking

� Detailed auditing of impressions andresponses

� Powerful inventory

management system



Thank YouI

vonP

arm

anandHead Mobile Advertising

Contact +91-9971792574

Email: Ivon.Par [email protected] | Web:

www.spicedigital.in

Spice MM Offerings

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