alcatel-lucent's transformation framework - Mobile Marketing ...

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alcatel-lucent's transformation framework - Mobile Marketing ...

BUT ARE THE BRANDS AND CONSUMERS ABLE TO KEEP UP…Smartphones, MobileBroadband, Cloudenabling “real-time”analysis of datatransforming digitalcommerce“Big Data” is thebattleground forfuture servicesPeople are seekingout convenience,simplicity andinstant gratificationin an always on,hyper-connectedworld


PERMISSION, PREFERENCE, PRIVACY & SECURITY REMAIN KEY…No change there…Permission, Preferences,Privacy & ContextLoyalty & ContentEngagement & OffersSecure 1 Touch Payment6COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION


E2E LIFECYCLE MANAGEMENT OF “OFFERS & DEALS” – HOW?Opt in managementCRM,CampaignmanagementCPMAdvertising &permissionmarketingProfiling &AnalyticsCPAMobile WalletSales,payment &checkoutCPSMNO security &authenticationDirectmarketing –coupons &vouchers7COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION


TOUCHING THE CONSUMERS ON ‘always-on’ DEVICES FORBUYING DECISIONS...AwarenessInformationSearchEvaluation Purchase Post PurchaseLBSmarketingSmartPostersSocialRecommendations8mWalletw/discount vouchersCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTIONMobileCRM


IT’s ALL ABOUT USER EXPERIENCE !Coupon, Loyalty and PaymentCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION


A BRAND CONVERSATION….Do you know which star fromReal Madrid made his choiceto play with the new AdidasPredator shoe? Reply for free1=yes2=noAdidas Predator Case Study•Build Awareness of the AdidasPredator shoe•Targeted to English and Arabicspeaking users Under 50, Males andinterested in Sport• Rich Dialogue was used for thecampaign formatCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION10


Do you know which star fromReal Madrid made his choiceto play with the new AdidasPredator shoe? Reply for free1=yes2=noAdidas Predator Case StudyResults•28% response rate Arabic speakers,18.5% response rate English speakers• 15 – 24s were most responsive agegroup (35.5%)•73% of Arabic speakers learned aboutthe new Adidas Predator shoeIt is the famous Kaka. "Ownthe Game" and visit Adidasstores now for the new shoecollection of adipowerPredatorCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION11


WHAT BEYOND JUST CONVERSATION…Awareness Consideration Purchase LoyaltyPermission marketing + Location + Mobile Coupons + Mobile Checkout + 360 reportingCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION


PERMISSION MARKETING + LOCATIONAdidas Predator campaignTargeting criteria:• Males, 18-24, interested in Sports & fashionANDzones of the Adidas shops as indicated in the mapThis is neither an executed campaign nor a campaign proposalto Adidas. This is just a hypothetical use case exampleCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION13


M-WALLET : PURCHASE + COUPON REDEMPTIONdialogueCoupon becomes availablefrom moment user hasresponded to the campaignand received the campaignfollow-on messageThis is neither an executed campaign nor acampaign proposal to Adidas. This is just ahypothetical use case exampleCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION14


LOYALTY - ADDITIONAL GRATIFICATION…“Your coupon was successfully redeemed.As a gift Wizcom offers you the eBook TheKaka Story. Now in your media library!”E-Book gets provisioned fromthe moment user haspurchased goods using his m-Wallet.This is neither an executed campaign nor a campaign proposal toAdidas. This is just a hypothetical use case exampleCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION15


360 REPORTINGMeasure campaignsuccessDelivery /ResponseRateRedemptionRateCOPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION16


IS IT STILL NOT TIME TO THINK “MOBILE FIRST”??• It took AOL 9 years to get 1 Million Users• It took Facebook 9 months• Any guess about how much did it take forDrawSomething?…JUST 9 DAYSBusiness Insider march 2012COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION


18COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.ALCATEL-LUCENT — CONFIDENTIAL — SOLELY FOR AUTHORIZED PERSONS HAVING A NEED TO KNOW — PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

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