Presentation from the Online Marketing Show at Marketing Week Live, London, June 27th 2012.

1. Mobile Payment - the new CRM
The Online Marketing Show - 27th June 2012
Oisin Lunny, Senior Market Development Manager, OpenMarket

2. Mobile is radically disruptive
2 years old 124 years old
13 employees 17,000 employees
Bought for $1 billion Chapter 11 bankruptcy
2 Proprietary & Confidential to OpenMarket

3. Worldwide smartphone activations…
…outnumber child births three to one.
3 Proprietary & Confidential to OpenMarket

4. One in three would…
…give up sex rather than give up their mobile phones.
4 Proprietary & Confidential to OpenMarket Telenav survey July 2011

5. What would you give up…?
Would choose daily use of mobile phone over daily use
of ___________, if forced to choose.
• Alcohol 70 percent
• Chocolate 63 percent
• Caffeine 55 percent
• Exercise 54 percent
• Sex 33 percent
• Toothbrush 22 percent
• Shoes 21 percent
5 Proprietary & Confidential to OpenMarket Telenav survey July 2011

6. Addicted to our smartphones?
80%
…more likely to cause
traffic accidents than
alcohol due to its
distracting nature
6 Proprietary & Confidential to OpenMarket Telenav survey July 2011

7. Addicted to our smartphones?
35%
…of adults with
families regularly
check their phone at
the dinner table
7 Proprietary & Confidential to OpenMarket Telenav survey July 2011

8. Addicted to our smartphones?
66%
…of smartphone
owners sleep with
their phone next to
them
8 Proprietary & Confidential to OpenMarket Telenav survey July 2011

9. Addicted to our smartphones?
66%
…and look at it just
before sleeping and
first thing when
they wake in the
morning
9 Proprietary & Confidential to OpenMarket Telenav survey July 2011

10. Addicted to our smartphones?
48%
…admit to ending
a relationship via
text message,
email, Facebook
or Twitter
10 Proprietary & Confidential to OpenMarket Telenav survey July 2011

11. Addicted to our smartphones?
Mobile
phones have
moved
beyond a
necessity into
an addiction
11 Proprietary & Confidential to OpenMarket

12. The Great Mobile Ad Spending Gap
12 Proprietary & Confidential to OpenMarket

13. Massive Second Screen App Audience
13 Proprietary & Confidential to OpenMarket

14. Here Me Now
14 Proprietary & Confidential to OpenMarket

15. Why “Here Me Now”?
• the power of now
• surprises
• social rewards
• simplicity
• free
• fun
• missions
15 Proprietary & Confidential to OpenMarket John X. Kenny Draftfcb

16. Sun, sea, and mobile CRM.
Spongebob© Copyright 1999 Viacom International Inc. All Rights Reserved.

17. Planning the holiday
17 Proprietary & Confidential to OpenMarket

18. Planning the holiday
18 Proprietary & Confidential to OpenMarket

19. Flight booking confirmation
19 Proprietary & Confidential to OpenMarket

20. Finding the hotel
20 Proprietary & Confidential to OpenMarket *118118 powered by OpenMarket

21. Hotel search
21 Proprietary & Confidential to OpenMarket

22. Car parking – advance booking
22 Proprietary & Confidential to OpenMarket

23. Car parking – pay on the day
23 Proprietary & Confidential to OpenMarket *Mirada parking solutions powered by OpenMarket

24. Terminal advice
24 Proprietary & Confidential to OpenMarket *many mobile CRM campaigns are powered by OpenMarket

25. CRM outreach
25 Proprietary & Confidential to OpenMarket *many mobile gaming companies are powered by OpenMarket

26. Airport promotions
26 Proprietary & Confidential to OpenMarket

27. Customer compensation
27 Proprietary & Confidential to OpenMarket *many mobile vouchering campaigns are powered by OpenMarket

28. Arrivals promotion
28 Proprietary & Confidential to OpenMarket

29. Pay by SMS
29 Proprietary & Confidential to OpenMarket *many mobile payment campaigns are powered by OpenMarket

30. In holiday reminders
30 Proprietary & Confidential to OpenMarket

31. Security reminders
31 Proprietary & Confidential to OpenMarket

32. Customer compensation
32 Proprietary & Confidential to OpenMarket *many mobile crediting campaigns are powered by OpenMarket

33. Transport innovation
• OpenMarket “Location Based Service”
API finds nearest licensed cab for
CabWise from database of over
45,000
33 Proprietary & Confidential to OpenMarket

34. DEC mobile charity donation
…powered by OpenMarket.
34 Proprietary & Confidential to OpenMarket

35. Re-activation campaigns
35 Proprietary & Confidential to OpenMarket

36. Marketing campaigns
36 Proprietary & Confidential to OpenMarket *voice short codes like this are available from OpenMarket

37. Post campaign analytics
37 Proprietary & Confidential to OpenMarket

38. Bringing it all together
SMS chat Payments
Vouchers
A2P SMS
Voice
LBS
shortcode
Crediting Analytics
38 Proprietary & Confidential to OpenMarket

39. OpenMarket customer & partners
Proprietary & Confidential to OpenMarket

40. OpenMarket approach
• We supply mobile building blocks:
- messaging, payment, VAS
• For brands and agency partners
• Bring agencies creativity to life on mobile
• Reliable, scalable, remove the complexity
• Technical account management 24/7
• Great account management
• Operational excellence
• Direct connections
• Backed by $3bn revenues / year
Proprietary & Confidential to OpenMarket

41. Technology example
Proprietary & Confidential to OpenMarket

42. Technology example
Proprietary & Confidential to OpenMarket

43. Technology example
Proprietary & Confidential to OpenMarket *Mock up of OpenMarket SMS customer care platform for Quantas Airways

44. Demo videos
Visit http://videos.cmx2.com for our demo videos.
Proprietary & Confidential to OpenMarket

45. Are we payment ready?
Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX.
Proprietary & Confidential to OpenMarket

46. Payment ready?
Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX.
Proprietary & Confidential to OpenMarket

47. Payment ready?
“Consumer readiness
is a critical success factor.”
“The most advanced infrastructures in the world, with
responsive legal systems, mature economies, and
sophisticated technology networks, may be fertile ground,
but until consumers embrace mobile payments,
that ground will remain fallow.
Consumer familiarity, willingness, and actual usage are
necessary conditions for mobile payments to take off.”
Visit http://mobilereadiness.mastercard.com/ for the MOBILE PAYMENTS READINESS INDEX.
Proprietary & Confidential to OpenMarket

48. So… Keep It Short & Simple!!!
• Text consumers and inform them about deals, new stuff,
or just continue the conversation.
• Target based on past purchasing behavior.
• Feedback loop for a multitude of cross-sell and up-sell
opportunities.
Proprietary & Confidential to OpenMarket

49. Contact OpenMarket
sales@uk.openmarket.com
twitter @openmarket
facebook @openmarket
www.openmarket.com
text “sales” to 88600