JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry

WWW.MRMW.NET

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Copyright © 2012 Confirmit. All Rights Reserved

Sean Conry

Vice President

Mobile Solutions

Mobile Research in

Emerging Markets

Heineken Goes Mobile in Africa & the Middle East

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Copyright © 2012 Confirmit. All Rights Reserved

Mobile Adoption is a Global Phenomenon

96% Global Mobile-Cellular “Penetration” Rates

128% in developed countries

89% in developing countries

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Copyright © 2012 Confirmit. All Rights Reserved Phil Lockyer ;-)

Fundamental Premise

More than an alternate

collection channel

Insights you can’t capture any other

way

One Size doesn’t fit all

Confusing

fragmented landscape

Get It right or fail

Immediate, personal

timely, relevant

Piece of a Large Puzzle

Fully Integrated

seamless journey

4

Copyright © 2012 Confirmit. All Rights Reserved

Accidental Mobile

On Their Terms

Purposeful Mobile New Approaches

& Opportunities

Taking a Mobile-First Approach Valuing The Customer Experience

42% of email is now opened on a mobile device ***Litmus –”Email Analytics” (Jan 2013)

You Are in the Mobile Business

Whether You Like it or Not

5

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You Are in the Mobile Business

Whether You Know it or Not

6

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You Are in the Mobile Business

Whether You Know it or Not: Accidental Mobile

The 2012 Confirmit Market Research Software Survey

Ninth annual survey by meaning ltd

bit.ly/cftstudy

7

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Mobile Everywhere – Seamless Integration

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“If Content Is King, Multiscreen Is The Queen…”

Context Determines Device Choice

9

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Continuum of Consumer Engagement

Smartphones are the most common starting place for online activities

10

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The Worlds Most International Brewer

11

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Mobile as a Competitive Advantage

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A long history, some landmarks...

★ 1900 Heineken imported its first beer

★ 1923 DRC, the first brewery

★ 1946 Entering Nigeria

★ 2003 Entering Egypt

★ 2007 South Africa, greenfield brewery, now operational

★2010 Acquisition of SONA Nigeria

★2011 Acquisition of Harare and Bedele (Ethiopia)

Total African footprint

★ 20 countries

★ 34 breweries (consolidated)

★17breweries (managed)

★ 4 soft drink plants

★ 2 malteries

★ 2 packaging plants (1 glass, 1 plastic)

★ 2 wineries

★ 1 distillery

★ Export to virtually all countries

BREWERY FOOTPRINT

Consolidated

Managed

Heineken Has Deep Roots in Africa

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-0.0% -1.0% +0.9%

+2.9%

+4.1%

+5.4%

Battleground – Emerging Growth Markets

15

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Answering the Business Driver Questions

• What are the top volume outlets?

• What are the most popular pack types in channel X?

• How does our prices compare with the competition in channel Y?

• Is our distribution sufficient for each channel?

• How many outlets are suitable for a trade promotion of brand X?

• Which brand should we promote in which outlet?

• Where should we locate distribution centers?

• Which outlets should be externally branded

16

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The Approach

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The Approach

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19

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Finding the Gaps: Kinshasa DRC

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Action: Sales Routing

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Action: Branding

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Results Acted Upon

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Copyright © 2012 Confirmit. All Rights Reserved

Your Toolkit is Overflowing

Mobile SMS—Browser—Application

Social Media Monitoring

Text & Audio Analytics

Telephone (CATI)

Active Dashboards

Web (CAWI)

Interactive Voice (IVR)

Reporting & Analytics

Panel

Copyright © 2012 Confirmit. All Rights Reserved

Sean Conry, VP Mobile Solutions

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR

GOLD SPONSORS

WORKSHOP HOST

SILVER SPONSORS

PREMIERE SPONSOR

NETWORKING EVENING SPONSOR BAG SPONSOR PREMIERE SPONSOR

JULY 16 - 18, 2013, Minneapolis, USA

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry