Mobile Creativity Enabled Golden Gekko 28 April 2010 Contact info: Michael Eriksson e-mail:...

Mobile Creativity EnabledMobile Creativity Enabled

Golden Gekko28 April 2010

Contact info:

Michael Eriksson e-mail: [email protected] - phone: +34 667 519 014


GG - Who we are, what we do and our value proposition


GG - Background

Background− Founded in 2005 and profitable since 2007

− 10 years of experience from the mobile content business as the founders previously worked in the global content teams at Vodafone Group and Orange.

− Based in the UK with offices in Cambodia (development), Spain (commercial), Sweden and the U.S.

− Clear focus on application development since the very beginning making us one of the most efficient and experienced app development teams out there

Our first customers…

Our first customers…


GG - Achievements

Achievements

− 140+ mobile applications delivered in the last 12 months.

− Working with media and digital agency partners across Europe and USA

− Applications developed, optimised and tested on 3000+ devices incl iPhone, Android, Java, Symbian,

Windows Mobile, Blackberry, LiMo, Palm Treo, Vodafone Widget and more

− Executed mobile marketing campaigns across over 30 countries during the past 4 years

− Reached over 30 million mobile users worldwide in 2009 with campaigns and services

− 4 wins at the MMA Global Awards. 2 of them as a silent partner.


GG - Cross Platform support

Today’s fragmented platform market is a real challeng and often a showstopper for meny brands looking to reach the global mass market. Golden Gekko takes care of the fragmentation and delivers cost efficient high end solutions on all platforms.


GG - Products & Services

Bespoke Services − Mobile concept development and strategy support

− Bespoke/Tailor made mobile applications and mobile websites for 90% of Global Handset Market

• Feature rich

• Pioneering technology

• Covers all platforms – iPhone, Android, JIL, Windows Mobile, J2ME and more.

Platforms

GG Mobile Media Engine – Java Framework optimised for over 3000+ devices


GG Mobile Media Server – Operations platform to host, maintain and report usage on applications, mobile web sites and SMS services


Services TinoApp Builder

TinoApp Builder

Mobile Data

Collection

Mobile Data

Collection

DeveloperPlatform (SDK)


Mobile Directory Solution


Distribution to app stores and

online comm

unitiesD

istribution to app stores and online com

munities

Bespoke ServicesBespoke Services



Packaged Products & Platforms− GG Mobile Media Engine – platform for rapid cross-platform development for Java, Blackberry, Android,

Widget and iPhone development

− Tino Mobile App Studio – self-service platform that creates and publishes applications and widgets via a web interface.

• Simple to use interface designed to require no technical skills

• Reduces barrier of entry for publishers and content owners

• Porting to all devices formats - in development

Platforms






TinoApp Builder

Mobile Data

Collection

Mobile Data

Collection






online comm

unitiesD


munities




Distribution− Seeding

Platforms






TinoApp Builder

Mobile Data

Collection

Mobile Data

Collection






online comm

unitiesD


munities



GG – Value Proposition

Cross Platform support

End-to-end delivery

Proven track record and references with Brands and Agencies

Ability to support service and campaign based apps

Breadth – Top 10 apps in all app store categories (utility, product marketing, promotion/novelty, infotainment)


Key Success Factors

Our experience in working closely with agencies, content owners and consumer brands to develop mobile apps means we understand what it takes to enable market success

1. Fun, relevant and/or useful applications deliver great results

2. Quality & Reliability including over 90% handset coverage

3. User experience and design – Wow factor

4. Integrated with other channels

5. Distribution strategy (banners, viral, Radio, Outdoor, etc) to reach the target audience

Our research on successful mobile services and apps identified 5 key success factors for driving consumer engagement

1. Interactive - It’s not just about consumption. It’s also about discovery and engagement.

2. Social – It should empower the user to share.

3. Sense of Being Connected – it works everywhere.

4. Open Dialogue – open to feedback from the users to improve, update and personalise the offering.

5. Practical & Safe – by providing a POS that is easy and secure to use and visible opt-in.


GG - Case Studies

• Successful apps engage and give relevant use for whom it’s meant for in a given situation.


Malibu Island Bowling

Client – Malibu Kahlua (USA)− IPhone and java based bowling game to promote Malibu’s two flavors: coconut and melon

Features− Malibu branded bowling game

− User bowls against Malibu bottles instead of pins

− Modes for one and two players

− Selection of the ball (coconut or melon)

− Selection of game background (one of five)

RESULT− Game launched and available in the USA and Canadian AppStore with over 2.5m downloads


Universal Pictures

Client – Universal (UK)− IPhone based application to promote “the Unborn” movie

FEATURES− Interactive movie poster, with hidden content

− Possibility to wipe off the steam from the mirror, to reveal hidden, terrifying elements

− “Horror trigger” a scary phone call from the evil twin who delivers his message and hangs up

− Production notes

− Synopsis

− Special release movie trailer and additional unique video

− Movie stills gallery

− Application launched in English and Spanish version in the UK and Spanish spoken territories’ AppStore http://tinyurl.com/ape524


European Directories

Client− European Directories

Brand− European Directories local brands in 8 countries

Challenge− Create a mobile platform available to all mobile phones across

− 8 countries for the local European Directory brands

Launched− August to December 2009

Solution− Deliver directory applications for XHTML, iPhone, Java, Android

and Blackberry

− Distribution across Appstores, SMS, mobile operator partnerships and more

− Over 200.000 successful downloads of the apps to date and 100.000+ daily active users across iPhone and XHTML


15+Vodafone Widgets

Client− Vodafone Group

Challenge− Port 15+ of the top iPhone apps to the Vodafone 360 platform

Launched− August to December 2009

Solution− Golden Gekko was responsible for the end-to-end process:

− Contact iPhone developers and content providers

− Plan, Redesign and Develop apps for the 360 platform

− Get the apps approved by Vodafone


BAA

Background− 360 widget, 1st in series of multi-platform

(Android, iPhone, Java and Blackberry) Heathrow Smart guide service applications

Solution− ‘My Flight’ search and status tracking feature

within 24hr flight window

− Access key airport information incl terminal maps & shopping promotions

− Look up destination weather reports

− Search for additional info on airlines and their destinations

− Social interaction with Heathrow through Twitter

Extended Mode live feed


BAA

iPhone


Nokia 5800 Xpressmusic

Background− Nokia wanted to do something out of the

ordinary with the launch of the Nokia N5800 (Nokia’s first touch screen phone)

Challenge− Fully graphical mobile website design

optimized for higher end phones with a great experience including touch screen navigation

− Simple landing page with videos, ringtones, music and phone images

Solution− Over 100k to the mobile website during the

campaign with users saying the campaign was innovative and demonstrating the N5800 experience

100.000+ visitors


Barilla Mobile Cookbook

Brand− Barilla

Client− OMD

Challenge− Brand building for Barilla

Budget− 30.000 euro over 6 months

Launched− September 2009

Solution− Deliver mobile cookbook for Java and iPhone

− Distribution across appstores, SMS and Mobile website

− Not launched yet


Downloads

From your mobile: − http://t.goldengekko.com/mob/index.php

iPhone applications from iTunes− The Unborn: http://tinyurl.com/ape524

− The Boat that Rocked: http://tinyurl.com/bsoulo

− Chrimbell: http://tinyurl.com/6re6wa

Mobile examples from PC:− http://p.mobile9.com/goldengekko/gallery/


Market Insights- The App Success Phenomena

• An overview of the major change in mobile marketing and important metrics…


Source: GetJar Poll August 2009, 5800 respondents

So it’s not just the kids…


Hello smart device

comScore recently reported that mobile social networks are driving the growth of the mobile internet in Europe, with around 12.1 million users in western Europe, and a year-on-year growth over 150%. For 34% of users, these social networks were the only mobile internet content that they consumed.

Mobile will become our primary digital device and when we need to, we’ll dock it into a dumb terminal to get a bigger screen and a keyboard

Total new handset sales will fall 10.1% year-on-year in 2009, but sales of Smartphones will maintain robust growth of 35.3% year-on-year, with Smartphone penetration reaching 13.5% of new handsets sold according to Gartner


Mobile projects

• Work Process


The GG/Syniverse Value Proposition

Cross Platform support− Our SDK and development skills on all mobile platforms gives our customers highest market penetration

possible worldwide.

End-to-end delivery− Golden Gekko is a one-stop-shop for mobile applications making mobile marketing easy and minimizing

our customers efforts by taking full responsibility from brief to development to distribution giving guidance to success.

Proven track record and references with Brands and Agencies− Many of the world’s most successful brands and agencies have put their trust in Golden Gekko, giving our

customers the best possible prerequisite for reaching a successful partnership.

Ability to support service and campaign based apps− Superior combination of backend and frontend technology for all service types makes Golden Gekko a

solid partner for all types of mobile applications, from complex B2B solutions to fast and intense B2C campaigns.

Breadth – Top 10 apps in all app store categories (utility, product marketing, promotion/novelty, infotainment)− Proved success in all routines makes Golden Gekko the safe choice for global marketers.

All products and service leveraging GG Mobile Media Engine which gives us efficient processes, cost efficiency of cross-platform development, quality and great time-to-market.


Mobile Advertising Value ChainMobile Advertising Value Chain

Creation of SMS campaign

Integration of shortcode in overall cross media campaign

Mobile operator deals

Measuring & reporting





ConsumerConsumerNetwork OperatorsNetwork Operators

Publisher/PortalsPublisher/Portals

Mobile Ad NetworkMobile Ad Network

Technology EnablersTechnology Enablers

Agency/

Content Creation

Agency/

Content Creation

Advertiser

Advertiser

SMS shortcode

Provisioning

SMS application development

Mobile portal development

Mobile content distribution platform

SMS shortcode

Provisioning




Promote shortcode

Sell / promote mobile content (ringtones..)

Promote shortcode


Distribute / bill 3rd party content (offeck)

Run own content stores (ondeck)



Creative and design

Creation of application

Creation of mobile sites

Media buying of mobile ads

Mobile ad creation


App distribution strategies


PoS bluetooth design

Creative and design




Mobile ad creation





Mobile search

Mobile app development

Mobile app cross platform porting

Mobile app enablement platform

Bluetooth distribution

Mobile search

Mobile app development




Ad server

Ad proxy

Ad network

Ad server

Ad proxy

Ad network

Run mobile portals

Run app stores

Publish ads

Run mobile portals

Run app stores

Publish ads



Run own app stores



Run own app stores


Mobile Advertising Value ChainGolden Gekko in the Value Chain









ConsumerConsumerNetwork OperatorsNetwork Operators

Publisher/PortalsPublisher/Portals

Mobile Ad NetworkMobile Ad Network

Technology EnablersTechnology Enablers

Agency/

Content Creation

Agency/

Content Creation

Advertiser

Advertiser

SMS shortcode

Provisioning




SMS shortcode

Provisioning




Promote shortcode


Promote shortcode






Ad server

Ad proxy

Ad network

Ad server

Ad proxy

Ad network



Run own app stores



Run own app stores

Creative and design




Mobile ad creation





Creative and design




Mobile ad creation





Mobile search

Mobile app & website development




Mobile search

Mobile app & website development




Run mobile apps & sites

Run app stores

Publish ads

Run mobile apps & sites

Run app stores

Publish ads

CoreCore PartnerPartner


How we work - Sales Process

More info required Maybe, return for revised concept


How we work - Signing Process

Maybe, return for revised proposal


How we work - Delivery Process


How we work - Operations Process

Campaign finalised

Project ended

Continue campaign? Go to 9

Revise campaign? Go to 4


Project Checklist

Planning− Concept

− Budget

− Functionalities

− Choice of platform

− Reporting – what should be measured?

− Who does what:

1. Design

2. Content (copy, sounds etc)

3. Services to be integrated

4. Operations (hosting, support, maintenance, reporting)

Execution− Copy – xml

− Graphics – Varies depending on platform, should be defined during the planning phase

− API !!! Should be defined before starting

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Mobile Creativity Enabled Golden Gekko 28 April 2010 Contact info: Michael Eriksson e-mail:...

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