This document describes a branded multi-mode SMS community that enables engagement between marketers, personalities, advertisers, and users via SMS. Users can opt-in by texting a keyword to a short or long code. They will receive SMS pages with engagement options like commenting on music or playing quiz games. The community fosters interaction through user-generated content and social sharing of SMS pages. It integrates with online presences and media to increase virality. The solution offers customizable SMS pages, channels, and applications that can be rapidly deployed to engage users both on and off mobile devices.

1. Branded multi-mode
SMS Community
May 2010

2. Goal
 Deploy multi-mode branded SMS community for
customers
 SMS community enables engagement between:
 Marketers to Users
 Personalities to Users
 Advertisers to Users
 Users to Users

3. SMS PagesTM, Channels, Applications
OPT-IN only
 Familiar initiation method
 SMS <keyword> to short or long code
Reply with :
 User receives SMS Page
1 to Subscribe to rate/comment
 SMS Page delivers engagement options on new music (10 points)
(channels) 2 to Subscribe to quiz games (20)
3 to Subscribe to get deals (10)
 Simple applications engage users on an 4 to Subscribe to polls (15)
ongoing basis 5 to Forward SMS Page to your
phone contacts (30)
 UGC (comment/respond) to foster 6 to Facebook connect (30)
7 to Subscribe to sponsored
community Partner content (50)
 SocialforwardTM via SMS and connectivity
to social media to increase virality

4. SMS Page Promotion
Inform User via traditional media/online/social media
Custom SMS
Branding

5. SMS Community Mechanics
User subscribes and then kept engaged via SMS
Integrated with
online presence,
social and
traditional media
Sample Statistics:
 95% of users who received SMS Page subscribed
 45% of those who received content responded or commented via SMS

6. 3600 Engagement
SMS
Reply with 1 A/B to
<short/long code> Online
Click answer option
Poll 1. For Ind-
Pak match
today, win toss
and A) Bat
B)Bowl. Reply Create via web form
with 1 A/B.
Reply
Interactive TV
SMS Live A/B to <short/long code>
WAP
Select answer option
Select
Poll: For Ind-Pak match today, win toss and A) Bat
B)Bowl. SMS Live A/B to code/#.

7. Enable Extended Engagement
At Work On the couch While commuting
Online Interactive TV SMS, WAP
Before Match During Match After Match
Trivia 3. What is Ind-Pak Poll 5. Who will win MoM? Rate 4. Rate Yuvi innings
head-to-head in WC? A) A) Yuvi B) Viru C) Dhoni. vs. Pak from 0-9. Reply
Ind 5 Pak 2 B) Ind 4 Pak 3 SMS Live A/B/C to code/# with 4 0-9.
C) Ind 6 Pak 1. Click to
select. Shout 8. Breaking news.
Gambhir finger is broken.
Rohit to replace him in
squad. Reply with
Comment 8 <message>.

8. Customized Community
 Fully customizable solution
 SMS Pages, Channels, Applications
 Integrated with customers SMS short/long code and vendor
 Custom branded web page for integration into customers
website
 Integration with social and traditional media
 Rapid deployment
 Proven re-usable platform
 Rapidly customizable
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