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PlazZzaContent discovery with PlazZzaWednesday 19 April 2023
Confidential19 April 2023
slide 2
Contents
• Introduction: insights on wap
• Plazzza offer (SMS & WAP)
• How does PlazZza work?
• Way to proceed + communication plan
• Q&A’s
Introduction Growing importance of wap
Some insights
Confidential19 April 2023
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Growing off-portal content offer
New Messages
Tones & Pictures
Games
News & Weather
Sport
Gallery My Vodafone
Select Back
Getting Around
Entertainment
Shopping Love & Life
Erotic
Chat
New Messages
Tones & Pictures
Games
News & Weather
Sport
Gallery My Vodafone
Select Back
Getting Around
Entertainment
Shopping Love & Life
Erotic
Chat
ON-portal
Limited “exclusive” content Billing: Wap content billing
Large offer of independent content providers (“COSPs”)
Billing: premium sms + Proximus M-Pay
OFF-portal
Confidential19 April 2023
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It’s about getting the right content… to the right customer (1/2)
Mobile customerMobile content
New Messages
Tones & Pictures
Games
News & Weather
Sport
Gallery My Vodafone
Select Back
Getting Around
Entertainment
Shopping Love & Life
Erotic
Chat
New Messages
Tones & Pictures
Games
News & Weather
Sport
Gallery My Vodafone
Select Back
Getting Around
Entertainment
Shopping Love & Life
Erotic
Chat
VIA THE OPERATOR’S PORTAL (“on portal”)
• Direct WAP billing• Portal = entry-point Marketing !
Confidential19 April 2023
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It’s about getting the right content… to the right customer (2/2)
OUTSIDE THE OPERATOR’S PORTAL (“off portal”)
DIRECT to customer
Premium sms (Wap = download bearer)
Mobile customerMobile content
Confidential19 April 2023
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Wap Off Net Market
• “Off net” is increasingly attracting both more customers and content providers– In France, the “Gallery” model is having
considerably success– In Japan the key content providers are
migrating to Off-net and 32% of DoCoMo’s revenues are generated Off-net
– In Europe 20% of users would like/ or have accessed URLs outside the portal
Confidential19 April 2023
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Vodafone Greece: “mobile internet” (1/2)
• Wap 3rd party wholesales environment “Mobile Internet”– directory of partner sites in a WAP Off Net environment
• Vodafone”enables” their business to sell its brands and digital content outside the Vodafone live! Portal
• Partners are fully responsible for their “labelled” proposition to the end-user
– Access methods to Mobile Internet via• Vodafone Live!-menu• the search engine• specifics URL (eg : “http://mobileinternet.gr”)• Wap push mechanism
– Off-net browsing pricing for the end-user • Purchased items : max € 7.00 vat incl. per transaction• WAP browsing : 0.6€/100kbytes vat incl.( time-based model
soon)
Confidential19 April 2023
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• First results (from 06/03/06 till 26/03/06)
– 8 major local 3rd party providing in total 39 off portal wap sites
– “Chat & Contact”, “Erotic” and “Ringtones” represent 75% of the total transactions
– Average number of transactions per day : 171 (start up phase)
– Total number of transactions : 3427
Vodafone Greece: “mobile internet” (2/2)
Confidential19 April 2023
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Gallery France: the right direction (1/4)
• Launched in October 2003 by the 3 French MNO’s
• February 2005 : 40 million pages seen
• In July 2005 : 520 services and more than 200 famous content providers
• Total Turnover in 2005 ( premium content) = 25 M€
• In March 2006 : 876 services active and an average of 25 new services per month
0
2
4
6
8
10
turn over (mio € )
1st Qtr 2ndQtr
3rdQtr
4thQtr
Gallery FR: turnover evolution2004-2005
20042005
CA Premi
um
2004 2005
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
1.9M€
2.7M€
3.2M€
3.4M€
4.4M€
5.2M€
6.8M€
8.8M€
Confidential19 April 2023
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Gallery France: the right direction (2/4)
Projections Mix services Gallery 2006 (CA)
3%2%3%1% 10%
40%
25%
9% 2% 5%0%
0%
Administrations; servicespubliques * VPC, marchands, VAD, grandesenseignes Transport, pratique, quotidien *
loisirs
sites locaux
sites communautaires
Annonceurs *
Sonneries & Images
Charme
Chat
Infos/meteo/sport/tv
Jeux
• Increasing average transaction price:– From 1.97€ (Q1 2004) to 2.58€ (Q4 2005)
• evolution of the Mobile Multimedia Market in terms of– Content (Java games, realtones, video,…)– Handsets capabilities (3G, …)
• Pricing aspects • Purchased items : max € 7.00 vat incl. by transaction• WAP browsing :0.10€/minute vat.incl.
Type of content (2006)
Confidential19 April 2023
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Gallery France: the right direction (3/4)
Confidential19 April 2023
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Gallery France: the right direction (4/4)
• France: More and more brands are discovering the power of the mobile channel (wap) and introduce it consequently into their marketing mix (if applicable combined with mobile payments)
Mobile content discovery… on the Belgian market
PlazZza
Confidential19 April 2023
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Content discovery is about AID(A)
Awareness Interest Desire Action
• It all comes down to triggering an action of your customer…
SeeReadKnow
BuyReact…
Confidential19 April 2023
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Content discovery is about AID(A)
Awareness Interest Desire Action
• WAP content discovery is about creating awareness, interest, desire in order to trigger off-portal transactions…
SeeReadKnow
BuyReact…
WAP CONTENT DISCOVERY PAYMENT
“PlazZza” PROXIMUS M-PAY
Confidential19 April 2023
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Why a mobile discovery mechanism on the Belgian market?
• Mobile market & its customers becoming more mature (psms)
• Increasing off portal content offer
Increasing focus on choicechoiceMobile searching + browsing
Customer desire shifting from impulsivity to choicefrom impulsivity to choice
Confidential19 April 2023
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With PLAZZZAPLAZZZA, the Belgian operators want to stimulate the off-portal market
• PlazZza
– Initiative by Proximus, Mobistar & Base in order to stimulate the off-portal wap market
– It is a WAP content discovery mechanism• Allowing mobile customers to easily find your
mobile content outside of the operator’s portal
• Entry point to off-portal content via wap or sms
• Transparency Transparency for end-user & content for end-user & content provider provider
– Common brand (&logo)– Common basic user functionalities– Common PlazZza shortcodes
(4444 and 7890) • Mobile payment (Off-portal): Proximus M-
PAY
Confidential19 April 2023
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How does PlazZza work?
• Your brand/content available via wap
DIWODIGITAL WORLDWelcome
ENTER
• By subscribing to PlazZza you request at the Belgian operators
• an exclusive HITCODE (e.g. Your business “Digital World” could get “DIWO”)
• 5 generic keywords linked to your business (e.g. “Info”, “Business”, “Games”, …)
• 3 according Categories
… and you’re ready for your off-portal business…
Confidential19 April 2023
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How does PlazZza work?Content discovery via SMS
DIWO
Customer sends free sms with your hitcode
to the PlazZza short number4444
Customer sees your“hitcode” on a billboard…
DIGITAL WORLDFind us on PlazZzaSEND “DIWO” to 4444
Find us
on PlazZza
SEND
“DIWO” to
4444
…or in a magazine
DIGITAL WORLDWelcome
ENTER
And is directly forwardedAnd is directly forwardedto YOURto YOUR
wap site…wap site…
Confidential19 April 2023
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How does PlazZza work?Content discovery via SMS
• Mobile marketing• Transparancy for
content providers & end-users
• Call to action (e.g. linked to a campaign)
• Off-portal content sales with Mobile payment (via PROXIMUS M-PAY)
DIWODIGITAL WORLDWelcome
ENTER
Confidential19 April 2023
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Look beyond the operator’s portal: content discovery via WAP
DIGITAL WORLDWelcome
ENTER
Vodafone Live! = entry point to PlazZza wap homepage
DIWO
Customer enters yourhitcode or service name (or keyword search)
… and is directed to the content provider’s wap page(discovery + payment!)
Confidential19 April 2023
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Mobile Payments:Proximus M-Pay enables you to sell direct to your customer
Welcome to Proximus M-Pay
Please validate your payment:
Item: Game DonkeyIIIPrice: 6,95 €Seller: Donkey Games
Your account will be charged6,95 €.Your transaction number is UTI_12345.
Thank you for using ProximusM-Pay.
Digital content directly sold to your customer, via WAP or WEB
Confidential19 April 2023
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Types of actions / content to discover via PlazZza
DISCOVERYPAYMENT (M-PAY)
DISCOVERYCALL TO ACTION
DIGITAL MOBILE CONTENT MOBILE MARKETING( = BRANDS)
• Content discovery for 2 types of mobile content
Confidential19 April 2023
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PlazZza: model supported by 3 operators
Wireless application service provider (WASP)
PlazZza SUPPORTED BY BELGIAN OPERATORSEACH OPERATOR MANAGES OWN DATABASE
(CFR PSMS)
hitcodegeneric keywords(via request doc)
PlazZza
Content provider/brand
PlazZza PlazZza
Confidential19 April 2023
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@ Proximus
REQUEST DOC (via WASP)• specify PlazZza content providers• … and according hitcode & keywords
• 1 service name (e.g. Digital World)• 1 hitcode (e.g. DIWO)• 5 generic keywords (e.g. games, logos)
COSP is referenced in PlazZza COSP is referenced in PlazZza (Proximus back end)(Proximus back end)
Start your action !!Start your action !!
Confidential19 April 2023
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Way to proceed at Proximus
DIWODIGITAL WORLDWelcome
ENTER
Your content available via the mobile channel
DIWO
M-Payments option? via M-Pay enabled partner
PlazZzaRequest
Via WASP
- Your hitcode
- Your keywords &
according categories- …
Request @ Proximusvia your partner WASP
GO!
Confidential19 April 2023
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Short term communication plan on PlazZza by Proximus
MAY 2006Press Release
Proximus/Base/Mobistar
JUNE 2006• PlazZza on
www.Proximus.be• E-Zine
(newsletter via mail)
• ProxiNews(postpaid invoices)• Vodaphone Live!’s
What’s News?
SEPT-OCT 2006Proximus Mobile
Business Solutions Magazine
(COR+SME)
JUL-AUG 2006Proximus Shop
Magazine(dealers)
THANK YOU
Q&A