Advertising on mobile phonesA few Key Success Factors

power to the

consumer

Who am I ?About cleverwood

Staffing solutions and consulting in your digital projectsEIAA 2006 - CIM MDB 2007

power to the

consumer

Who am I ?About Sanoma Magazines Belgium

Responsible for brand-licencing and other brands Mobile Content and ServicesEIAA 2006 - CIM MDB 2007

Mobile phones purposeConnecting People

Mobile phones allow people to communicate at a distance through Mobile Operator NetworksEIAA 2006 - CIM MDB 2007

Mobile content & servicesBringing more through the network

Mobile networks allow bringing other content and services to end-userEIAA 2006 - CIM MDB 2007

Mobile content & servicesBringing more through the network

Mobile networks allow bringing other content and services to end-userEIAA 2006 - CIM MDB 2007

Voice

Mobile content & servicesBringing more through the network

Mobile networks allow bringing other content and services to end-userEIAA 2006 - CIM MDB 2007

Voice SMS

Mobile content & servicesBringing more through the network

Mobile networks allow bringing other content and services to end-userEIAA 2006 - CIM MDB 2007

Voice SMS MMS

Mobile content & servicesBringing more through the network

Mobile networks allow bringing other content and services to end-userEIAA 2006 - CIM MDB 2007

Voice SMS MMS Data

Mobile content & servicesBringing more through the network

Mobile networks allow bringing other content and services to end-userEIAA 2006 - CIM MDB 2007

Voice SMS MMS Data- Voice Calls- Voice Mail- IVR Portals- Videotelephony- Visual Voice Mail

Mobile content & servicesBringing more through the network

Mobile networks allow bringing other content and services to end-userEIAA 2006 - CIM MDB 2007

Voice SMS MMS Data- Voice Calls- Voice Mail- IVR Portals- Videotelephony- Visual Voice Mail

- P2P SMS/MMS- Credit alerts- Bill alerts- Chat services- WAP-push- SMS and MMS Infotainment services

Mobile content & servicesBringing more through the network

Mobile networks allow bringing other content and services to end-userEIAA 2006 - CIM MDB 2007

Voice SMS MMS Data- Voice Calls- Voice Mail- IVR Portals- Videotelephony- Visual Voice Mail

- P2P SMS/MMS- Credit alerts- Bill alerts- Chat services- WAP-push- SMS and MMS Infotainment services

- 3G-based services- Mobile Internet- Widget-based services

Mobile content & servicesGolden Triangle

All bearers have this Golden Triangle in commonEIAA 2006 - CIM MDB 2007

Mobile content & servicesGolden Triangle

All bearers have this Golden Triangle in commonEIAA 2006 - CIM MDB 2007

Mobile content & servicesGolden Triangle: Key role of platforms

All bearers have this Golden Triangle in commonEIAA 2006 - CIM MDB 2007

Platforms allow- Easy access to content (and advertising)- CRM (opt-in, usage tracking, profiling...)- Easy billing (iTunes account, Banxafe, Tunz...)- Metrics which are mandatory for mass advertising- Leading customer through updates and upgrades- (for some) Following technological or usage evolutions (GPS, Social Networks integration...)

Mobile content & servicesWin-win-win enables a global Win-win

Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007

Mobile content & servicesWin-win-win enables a global Win-win

Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007

WIN

Mobile content & servicesWin-win-win enables a global Win-win

Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007

WIN

WIN

Mobile content & servicesWin-win-win enables a global Win-win

Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007

WIN WIN

WIN

Mobile content & servicesWin-win-win enables a global Win-win

Setting up balanced Business Models for all players is a prerequisite to reach mass usage EIAA 2006 - CIM MDB 2007

WIN WIN

WIN

Platforms examples- SMS: Flair services (9037 FR and 9133 NL)- Voice: 1307/1207- Vodafone Live and Orange World- m.standaard.be- PlazZza- Flair Mobile Magazine- Truvo Mobiel

ConclusionLet’s build platforms !

Thank you

Fabian TilmantPartner cleverwood

Mobile Track Expert cleverwood Mobile Marketing Mgr Sanoma Magazines Belgium