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May 2012

The Next Generation Mobile Marketing
Ecosystem: Beyond SMS Ads to Customer
Insights and Offers

A Road Map for
Telecom Operators

By Rupa Shankar, Shahnawaz Khan
Happiest Minds, Social Computing Practice




                                            © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
The Next Generation Mobile Marketing Ecosystem:
Beyond SMS Ads to Customer Insights and Offers

A Roadmap for Telecom Operators


Currently, mobile marketing makes up just a small portion of the online advertising market.
Yet its potential is high—thanks to its ability to narrowly target consumers with interactive
marketing offers at any time.

That potential appears especially high when it is considered in the context of the
development of social – local – mobile applications (popularly known as SO-LO-MO). Large
telecommunications operators are already preparing to take advantage of this opportunity,
yet the competition will be fierce. Advertising networks, Internet players, specialists in
mobile ad technology, and systems integrators, too, are looking to build a strong position in
the mobile marketing value chain in hopes of capturing a significant portion of this new
revenue stream.

Telecom operators tend to see mobile marketing as a way not just to boost revenues but
also to fund new digital services that will enrich their content offerings and reduce churn.
What differentiates the incumbents from the rest is that they have access to invaluable,
targeted customer data. Telecom operators need to partner with merchants to:


          Find innovative ways to monetize their greatest asset:
                           rich subscriber data




                                                     © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
BEYOND IMPROVING COST-EFFECTIVENESS: USING SUBSCRIBER DATA TO
UNLOCK NEW REVENUE STREAMS
Successful telecom operators are embedding new capabilities of all kinds into their operating
models to improve cost effectiveness. However, new opportunities to monetize subscriber
data and partner with merchants and brands, unlock significant new revenue streams for
operators such as:

      Offer marketers and merchants powerful insights on how to segment and target
       customers
      Build large databases of qualified subscribers who have opted in to receive offers and
       rewards from these marketers.
      Mobile payment services will complete the offering, allowing customers to buy
       advertised products through their mobile account without having to provide sensitive
       personal financial information via the mobile Internet.



THE MULTI-CHANNEL APP FRAMEWORK FOR TELECOM OPERATORS
In order to truly create a rewarding, differentiated customer experience, it is critical to fully
understand the customer – her motivations, likes and dislikes, friends, influences and
preferences. This sort of a holistic understanding of the customer is what brand marketers
crave for.

It is no revelation that telecom operators are sitting on a gold mine of subscriber data: socio-
demographics, consumption habits and behavior, geo-localization, type of mobile device,
etc. Telecom operators can capture an aggregate customer profile, invaluable to marketers,
by combining a customers’ mobile data with social data. Social Data is the collective
information such as likes, dislikes, tastes, interests, hobbies, friends, peer networks,
demographic & psychographic data produced by millions of people as they actively
participate in online social activities (for e.g. on Facebook, Twitter, blogs, reviews).

The Happiest Minds Multi-Channel App framework (consisting of Social, Mobile and Web
Apps) syncs a customer’s mobile data with social data to provide a holistic understanding
of customer behavior. This data can be monetized by telecom operators to enable
marketers to create deeper, meaningful relationships with customers.




                                                       © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
Social Data              Mobile Data




Figure 1: Combining A Customer's Mobile Data With Social Data Through The Multi-Channel App Framework (Secure
  Social, Mobile and Web Apps) Provides Keener Understanding Of The Customer's Tastes, Preferences And Social
                                                   Influence




Figure 2: The Multi-Channel App Framework Gives Telecom Operators Richer Insights Into Customer Preferences By
Combining Social Data With Transaction Data Using Secure Social, Mobile and Web Apps To Help Marketers Create
                                    Deeper, More Meaningful Relationships




                                                              © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
WHAT IS THE MULTI-CHANNEL APP FRAMEWORK?
To capture a holistic view of the customers, telecom operators can use the Multi-channel
App Framework consisting of secure Social, Mobile and Web Apps. Using these, customers
sync their social accounts (such as on Facebook, Twitter) with their mobile account (with the
particular telecom operator). By taking advantage of their strategic mobile assets, targeted
data, and subscriber relationship, telecom operators have the potential to tap into not just a
new high-margin revenue stream, but also the opportunity to build a strong position in the
overall digital services space (for example, high-margin value add services for merchants
such as customer insights, dashboards, social engagement, loyalty, offers and daily deals).




Figure 3: Components of the Multi-Channel App Framework




                                                          © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
HOW SOCIAL DATA CAN ENABLE UNDERSTANDING OF “WHO YOUR
CUSTOMERS ARE?” & “WHAT ARE THEY SAYING ABOUT YOU?”
Telecom operators can combine social and mobile data using the secure multichannel app
platform to develop a deeper understanding of customer tastes and desires. This
understanding is then shared with Marketers who can use this data to provide more
relevant offerings, deals and services.

For example, insightful customer data such as:

      Mary K. is a 30 year old, female, college graduate and entrepreneur; owns one of Boston’s hippest
       boutiques; a lover of sailboats and Italy; travels internationally for 3 months a year
      John S., 22 year old, male from Charlotte, a Rhodes Scholar; aspires to start an innovative educational
       institution in developing countries; drives a Porche (a gift from his wealthy grandfather)
      Lisa M. is a 40 year old, female; immigrant from Ukraine, successful real-estate agent living in upstate
       New York
      Roger T. is 62, retired after working for 35 years in the Underwriting department of ABC Insurance;
       extremely active, golfs twice a week, is proud of his garden and is also an avid fisherman.




Happiest Minds has developed powerful User Data Analytics and Dashboards to enable
telecom operators to understand “Who Their Customers Are?”:

   1. Perform Rich Analytics to Segment, Analyze & Profile Users
   2. Integrate Social User Data With Enterprise IT




                                                              © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
Up to 70% of consumer spending is influenced by Web, mobile research, social preferences
and influences. For Brand Marketers, understanding “what is being said”, what are
customers thinking, reviewing and influencing therefore, becomes very critical. The Happiest
Minds Customer Insights Framework can be used by telecom operators to provide
marketers with the essential “what is being said?” information to:

        Extract valuable insights to drive business decisions
        Craft more relevant, targeted offers, services and deals




Figure 4: Happiest Minds Customer Insights Framework Provides A Universal View Of A Telecom Operators’ Customers
By Implementing Social Master Data Management, Which Captures "What Customers Are Saying"?




MITIGATING RISKS RELATED TO PRIVACY OF CUSTOMER DATA
The use of customers’ personal data requires their approval, not just for legal reasons but
also to avoid offending customers who might view mobile offers, deals and content as
irrelevant or intrusive.

The Multi-Channel App Framework will mitigate the risk related to privacy by giving
customers the control over the kind and amount of social data that is shared. The social app
also captures and leverages customer data available in public domains such as blogs,
reviews, Q&As, Twitter, etc.




                                                                 © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
WINNING IN THE NEXT GENERATION MOBILE MARKETING ECOSYSTEM:
Using the Multichannel App Platform, a telecom operator can develop a keener, more
holistic understanding of their customers. This aggregate understanding of customers is very
valuable to marketers. When customers are presented with more meaningful offers and
deals that take into account their social interests and preferences as well as their mobile
usage history and location, they feel more empowered to take action resulting in greater
redemption rates, more engagement and reduced churn. A win-win situation for all:


   Opportunities With Merchants To Craft More Relevant Services, Innovative Products, Co-
   branded Offers And Deals



   Deeper, More Meaningful Customer Relationships Through Richer Engagement: Reduces
   Churn



   Better Understanding Of Customer Tastes And Preferences Through Social Data Analytics:
   Leading To Opportunities For Capturing Increased Share Of Wallet



Figure 5: Benefits of combining mobile data and a customer’s social data using Multi-Channel App Framework




                                                                  © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
To learn more about Happiest Minds Social Computing Solutions for
Telecommunications Operators, please write to us at
business@happiestminds.com or visit: www.happiestminds.com


About Happiest Minds
Happiest Minds is a next-generation IT services company delivering transformational solutions for enterprises by leveraging
disruptive technologies such as cloud computing, social computing, mobility and analytics. We combine our unparalleled
experience, comprehensive capabilities in the following industries: Retail, CPG, Telecom, Manufacturing, Banking and
Financial services, Travel and Hospitality, Hi-Tech and Media with pragmatic, forward-thinking advisory capabilities for the
world’s top businesses, governments and organizations. Founded in 2011, Happiest Minds is privately held with
headquarters in Bangalore, India and offices in the USA and UK.


INDIA CORPORATE OFFICE                        UNITED STATES                              UNITED KINGDOM

Bangalore                                     New Jersey                                 Reading
Block II, Velankani Tech Park                 116 Village Boulevard, Suite 200           200 Brook Drive, Green Park,
43 Electronics City                           Princeton, New Jersey 08540                Reading
Hosur Road, Bangalore 560100, INDIA           Phone: +1 609 951 2296                     Berkshire, RG2 6UB
                                                                                         Phone: +44 11892 56072
Phone: +91 80 332 03333                       Bellevue                                   Fax: + 44 11892 56073
Fax: +91 80 332 03000                         2018 156th Avenue NE #224
                                              Bellevue, WA 98007
www.happiestminds.com
                                              California
contactus@happiestminds.com
                                              2033 Gateway Pl, Suite 549
                                              San Jose, CA 95110
                                              P: +1 408 961 7421

About the authors
Rupa Shankar (rupa.shankar@happiestminds.com) is an            Shahnawaz Khan (s.khan@happiestminds.com) is the
Associate Director in the Happiest Minds Social Computing      General Manager and Practice Head of the Happiest Minds
Practice. She brings expertise in Digital and Social Media     Social Computing Practice. He brings in-depth experience in
Marketing, Brand Management, Content Strategy and              leading cross functional teams for conceptualization,
Customer Experience Research. Most recently, she worked        implementation and rollout of social business platforms.
at ITC Limited, one of India’s largest CPG conglomerates       Most recently, he was responsible for building & managing
where she spearheaded opportunities for consumer               various social computing platforms at MindTree, which
engagement in digital and social media spaces for all ITC      were critical in winning multiple MAKE awards. Prior to that
Personal Care brands. Prior to that, as an Analyst, Customer   he led product development for various parts of Wisdom &
Experience, at Forrester Research, she created research        Acumen—a next generation knowledge management &
that focused on the future of digital customer                 collaboration framework, at Srishti Software; for which it
experiences—specifically, how companies organize, staff,       won the NASSCOM Innovation award. He is passionate
and create design processes that help them deliver             about social computing and believes that, when leveraged
breakthrough experiences via websites, mobile, and other       in conjunction with mobility and analytics, it presents
rapidly emerging digital touch points like tablets and apps.   opportunities to create paradigm shifts in business
                                                               enablement, differentiation & customer engagement.




                                                                      © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved

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The next generation mobile marketing ecosystem

  • 1. May 2012 The Next Generation Mobile Marketing Ecosystem: Beyond SMS Ads to Customer Insights and Offers A Road Map for Telecom Operators By Rupa Shankar, Shahnawaz Khan Happiest Minds, Social Computing Practice © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
  • 2. The Next Generation Mobile Marketing Ecosystem: Beyond SMS Ads to Customer Insights and Offers A Roadmap for Telecom Operators Currently, mobile marketing makes up just a small portion of the online advertising market. Yet its potential is high—thanks to its ability to narrowly target consumers with interactive marketing offers at any time. That potential appears especially high when it is considered in the context of the development of social – local – mobile applications (popularly known as SO-LO-MO). Large telecommunications operators are already preparing to take advantage of this opportunity, yet the competition will be fierce. Advertising networks, Internet players, specialists in mobile ad technology, and systems integrators, too, are looking to build a strong position in the mobile marketing value chain in hopes of capturing a significant portion of this new revenue stream. Telecom operators tend to see mobile marketing as a way not just to boost revenues but also to fund new digital services that will enrich their content offerings and reduce churn. What differentiates the incumbents from the rest is that they have access to invaluable, targeted customer data. Telecom operators need to partner with merchants to: Find innovative ways to monetize their greatest asset: rich subscriber data © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
  • 3. BEYOND IMPROVING COST-EFFECTIVENESS: USING SUBSCRIBER DATA TO UNLOCK NEW REVENUE STREAMS Successful telecom operators are embedding new capabilities of all kinds into their operating models to improve cost effectiveness. However, new opportunities to monetize subscriber data and partner with merchants and brands, unlock significant new revenue streams for operators such as:  Offer marketers and merchants powerful insights on how to segment and target customers  Build large databases of qualified subscribers who have opted in to receive offers and rewards from these marketers.  Mobile payment services will complete the offering, allowing customers to buy advertised products through their mobile account without having to provide sensitive personal financial information via the mobile Internet. THE MULTI-CHANNEL APP FRAMEWORK FOR TELECOM OPERATORS In order to truly create a rewarding, differentiated customer experience, it is critical to fully understand the customer – her motivations, likes and dislikes, friends, influences and preferences. This sort of a holistic understanding of the customer is what brand marketers crave for. It is no revelation that telecom operators are sitting on a gold mine of subscriber data: socio- demographics, consumption habits and behavior, geo-localization, type of mobile device, etc. Telecom operators can capture an aggregate customer profile, invaluable to marketers, by combining a customers’ mobile data with social data. Social Data is the collective information such as likes, dislikes, tastes, interests, hobbies, friends, peer networks, demographic & psychographic data produced by millions of people as they actively participate in online social activities (for e.g. on Facebook, Twitter, blogs, reviews). The Happiest Minds Multi-Channel App framework (consisting of Social, Mobile and Web Apps) syncs a customer’s mobile data with social data to provide a holistic understanding of customer behavior. This data can be monetized by telecom operators to enable marketers to create deeper, meaningful relationships with customers. © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
  • 4. Social Data Mobile Data Figure 1: Combining A Customer's Mobile Data With Social Data Through The Multi-Channel App Framework (Secure Social, Mobile and Web Apps) Provides Keener Understanding Of The Customer's Tastes, Preferences And Social Influence Figure 2: The Multi-Channel App Framework Gives Telecom Operators Richer Insights Into Customer Preferences By Combining Social Data With Transaction Data Using Secure Social, Mobile and Web Apps To Help Marketers Create Deeper, More Meaningful Relationships © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
  • 5. WHAT IS THE MULTI-CHANNEL APP FRAMEWORK? To capture a holistic view of the customers, telecom operators can use the Multi-channel App Framework consisting of secure Social, Mobile and Web Apps. Using these, customers sync their social accounts (such as on Facebook, Twitter) with their mobile account (with the particular telecom operator). By taking advantage of their strategic mobile assets, targeted data, and subscriber relationship, telecom operators have the potential to tap into not just a new high-margin revenue stream, but also the opportunity to build a strong position in the overall digital services space (for example, high-margin value add services for merchants such as customer insights, dashboards, social engagement, loyalty, offers and daily deals). Figure 3: Components of the Multi-Channel App Framework © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
  • 6. HOW SOCIAL DATA CAN ENABLE UNDERSTANDING OF “WHO YOUR CUSTOMERS ARE?” & “WHAT ARE THEY SAYING ABOUT YOU?” Telecom operators can combine social and mobile data using the secure multichannel app platform to develop a deeper understanding of customer tastes and desires. This understanding is then shared with Marketers who can use this data to provide more relevant offerings, deals and services. For example, insightful customer data such as:  Mary K. is a 30 year old, female, college graduate and entrepreneur; owns one of Boston’s hippest boutiques; a lover of sailboats and Italy; travels internationally for 3 months a year  John S., 22 year old, male from Charlotte, a Rhodes Scholar; aspires to start an innovative educational institution in developing countries; drives a Porche (a gift from his wealthy grandfather)  Lisa M. is a 40 year old, female; immigrant from Ukraine, successful real-estate agent living in upstate New York  Roger T. is 62, retired after working for 35 years in the Underwriting department of ABC Insurance; extremely active, golfs twice a week, is proud of his garden and is also an avid fisherman. Happiest Minds has developed powerful User Data Analytics and Dashboards to enable telecom operators to understand “Who Their Customers Are?”: 1. Perform Rich Analytics to Segment, Analyze & Profile Users 2. Integrate Social User Data With Enterprise IT © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
  • 7. Up to 70% of consumer spending is influenced by Web, mobile research, social preferences and influences. For Brand Marketers, understanding “what is being said”, what are customers thinking, reviewing and influencing therefore, becomes very critical. The Happiest Minds Customer Insights Framework can be used by telecom operators to provide marketers with the essential “what is being said?” information to:  Extract valuable insights to drive business decisions  Craft more relevant, targeted offers, services and deals Figure 4: Happiest Minds Customer Insights Framework Provides A Universal View Of A Telecom Operators’ Customers By Implementing Social Master Data Management, Which Captures "What Customers Are Saying"? MITIGATING RISKS RELATED TO PRIVACY OF CUSTOMER DATA The use of customers’ personal data requires their approval, not just for legal reasons but also to avoid offending customers who might view mobile offers, deals and content as irrelevant or intrusive. The Multi-Channel App Framework will mitigate the risk related to privacy by giving customers the control over the kind and amount of social data that is shared. The social app also captures and leverages customer data available in public domains such as blogs, reviews, Q&As, Twitter, etc. © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
  • 8. WINNING IN THE NEXT GENERATION MOBILE MARKETING ECOSYSTEM: Using the Multichannel App Platform, a telecom operator can develop a keener, more holistic understanding of their customers. This aggregate understanding of customers is very valuable to marketers. When customers are presented with more meaningful offers and deals that take into account their social interests and preferences as well as their mobile usage history and location, they feel more empowered to take action resulting in greater redemption rates, more engagement and reduced churn. A win-win situation for all: Opportunities With Merchants To Craft More Relevant Services, Innovative Products, Co- branded Offers And Deals Deeper, More Meaningful Customer Relationships Through Richer Engagement: Reduces Churn Better Understanding Of Customer Tastes And Preferences Through Social Data Analytics: Leading To Opportunities For Capturing Increased Share Of Wallet Figure 5: Benefits of combining mobile data and a customer’s social data using Multi-Channel App Framework © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved
  • 9. To learn more about Happiest Minds Social Computing Solutions for Telecommunications Operators, please write to us at business@happiestminds.com or visit: www.happiestminds.com About Happiest Minds Happiest Minds is a next-generation IT services company delivering transformational solutions for enterprises by leveraging disruptive technologies such as cloud computing, social computing, mobility and analytics. We combine our unparalleled experience, comprehensive capabilities in the following industries: Retail, CPG, Telecom, Manufacturing, Banking and Financial services, Travel and Hospitality, Hi-Tech and Media with pragmatic, forward-thinking advisory capabilities for the world’s top businesses, governments and organizations. Founded in 2011, Happiest Minds is privately held with headquarters in Bangalore, India and offices in the USA and UK. INDIA CORPORATE OFFICE UNITED STATES UNITED KINGDOM Bangalore New Jersey Reading Block II, Velankani Tech Park 116 Village Boulevard, Suite 200 200 Brook Drive, Green Park, 43 Electronics City Princeton, New Jersey 08540 Reading Hosur Road, Bangalore 560100, INDIA Phone: +1 609 951 2296 Berkshire, RG2 6UB Phone: +44 11892 56072 Phone: +91 80 332 03333 Bellevue Fax: + 44 11892 56073 Fax: +91 80 332 03000 2018 156th Avenue NE #224 Bellevue, WA 98007 www.happiestminds.com California contactus@happiestminds.com 2033 Gateway Pl, Suite 549 San Jose, CA 95110 P: +1 408 961 7421 About the authors Rupa Shankar (rupa.shankar@happiestminds.com) is an Shahnawaz Khan (s.khan@happiestminds.com) is the Associate Director in the Happiest Minds Social Computing General Manager and Practice Head of the Happiest Minds Practice. She brings expertise in Digital and Social Media Social Computing Practice. He brings in-depth experience in Marketing, Brand Management, Content Strategy and leading cross functional teams for conceptualization, Customer Experience Research. Most recently, she worked implementation and rollout of social business platforms. at ITC Limited, one of India’s largest CPG conglomerates Most recently, he was responsible for building & managing where she spearheaded opportunities for consumer various social computing platforms at MindTree, which engagement in digital and social media spaces for all ITC were critical in winning multiple MAKE awards. Prior to that Personal Care brands. Prior to that, as an Analyst, Customer he led product development for various parts of Wisdom & Experience, at Forrester Research, she created research Acumen—a next generation knowledge management & that focused on the future of digital customer collaboration framework, at Srishti Software; for which it experiences—specifically, how companies organize, staff, won the NASSCOM Innovation award. He is passionate and create design processes that help them deliver about social computing and believes that, when leveraged breakthrough experiences via websites, mobile, and other in conjunction with mobility and analytics, it presents rapidly emerging digital touch points like tablets and apps. opportunities to create paradigm shifts in business enablement, differentiation & customer engagement. © Happiest Minds Technologies Pvt. Ltd. All Rights Reserved