Keynote by Steinar Brændeland, GM More Mobile Relations

1. Mobile Advertising and Marketing 2011
MORE MOBILE RELATIONS
www.moremobilerelations.com

2. Agenda
• More Mobile Relations
• Mobile Advertising & Marketing
• Cases
• 2010 and beyond
• Summary

3. • Mobile concept development
• Oslo, Stockholm, Copenhagen and Helsinki
• 40 employees
• Telenor is major shareholder
• A team with 10 years experience in each market

4. The mobile value chain
User experience
Get Reach
Keep Richness
Grow Applicability
Use
Execution
Analysis and reporting
Marketing Advertising
Mobile Service Platform
Logic, dialogues, operations, CRM
Mobile Gateway
Mobile operator

5. Agenda
• More Mobile Relations
• Mobile Advertising & Marketing
• Cases
• 2010 and beyond
• Summary

6. The Mobile Marketing Map
Respons
Production Apps
Execution Location
Basic Advanced
2004
MMS marketing
Mobile • Concent
Portals • Databases
SMS Push • Handset recognition
• Analysis & Feedback
Banner ads

7. Dialogue concepts

8. Volvo

9. The Volvo lifecycle
Prospecting - Get
Contract - Get
Re purchase
Ownership services – Keep, Grow and Use

10. The Big Picture - Dialogue
Tilbud
Vinter Invitasjon Jule-
vinter-
klar bil Hemsedal hilsen
dekk
Use Kampanje
Oppsalg Nye
sesong tjenester
Invitasjon til Produkt
Grow arrangement
Innkalling Ukens
Rabatt
service tilbud
kupong
Keep Velkommen
som kunde
Oppsalg
Mobil Portal
kundeservice
Dialog program
Get
Rekruttering inn
til CRM basen
fra alle kanaler

11. How to “up sell” on mobile

12. Location based marketing
Me
Here
Now

13. The success of specific mobile formats
is driven by three main factors:
• Applicability
– How widely it can be used across the customer
lifecycle
• Reach
– How many people can be accessed at a cost that
yields a return on investment
• Richness
– How well the medium supports the conversation
between consumer and marketer

14. Applicability
Apps/
Mobile sites
Mobile TV
Banner
SMS/MMS
Mobile search
Reach Richness

15. Agenda
• More Mobile Relations
• Mobile Advertising & Marketing
• Cases
• 2010 and beyond
• Summary

16. A real mobile world
• 5 billion mobile users in 2010
• 1,8 billion have access to Internet via PC
• 1,2 billion mobile phones sold in 2009
• Mobile broadband speeds up with LTE
• A market were global giants leave major footprints

17. The Clash Of Tech Titans

18. The Clash Of Tech Titans
Mobile Advertising Environment
Proprietary Open model
- Business model + Business model
IT Telecom
Mobile advertising depend on editorial content
The Clash creates new opportunities for advertisers
The basics will be there:
Applicability – Richness – Reach

19. Smartphone forecast
Scandinavian sales forecast (annual sales in ‘000)
11 000
Basic Phones
10 000
Enhanced Phones
9 000
8 000
7 000
Smart Phones - Entry-Level
6 000
5 000
4 000
3 000
2 000 Smart Phones - Feature
1 000
0
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: Gartner

20. 2010 and beyond
2010 (Q3) 2014
9%
4% Other
Other 30 %
26 %
Google 37 %
Android Nokia Nokia
Symbian Symbian
30 % Google
Android
Windows
3% Apple BlackBerry
iOS Blackberry
17 % WP Apple
15 % iOS 12 %
Source: Gartner 4%
15 %

21. Agenda
• More Mobile Relations
• Mobile Advertising & Marketing
• Cases
• 2010 and beyond
• Summary

22. Summary
Short term
• Mobile broadband
• Social media
• Power Brands
• Mobile portals, Search, cupons
• Location based services
• Apps (android to be leader)
• Sensorconomy (GPS, Gyro, Compas…)
And beyond …
• Mobile Payment (NFC)
• Physical Personal Device
• Behavioral consumer adaptation of content

23. … and the winner is?
Consumers and Mobile Marketers
MOCOM 2020

24. Thank you for your attention
Steinar Brændeland
90 57 98 15
steinar@mmr.no