Presentation given at retailer-focussed comferences in March 2011

1. Mobile for retailers Jason Cross 24 th March, 2011

2. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

5. State of the Nation of adults with phones have ever used their mobile to purchase a service/product via cards/bank details/pay pal Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039) 27%

9. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

12. Mobile’s role in your business strategy Attract (Acquisition ) Interact (mCRM ) Transact (mCommerce )

13. Some of Incentivated’s retail & FMCG clients

14. Incentivated – mobile web tools Numerous APIs as well as system integration and design resource

15. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

16. iris – Tools for Mobile Your customers SMS Location based Alerts MMS Bluetooth Applications Mobile video Mobile ticketing Mobile Internet Mobile donations Sampling Text & Win

17. Mobile App or Mobile Web? Although apps are ‘cool’, mobile sites reach more people

18. Mobile App or Mobile Web? Although apps are ‘cool’, mobile sites reach more people Mobile Applications Mobile Web Site Cross-Platform App Online content Y Y Y Offline content Y Y (HTML 5 data store) Y Audio / Video Y Y Y Interactive graphics Y Limited Y Install on ‘home screen’ Y Y (iPhone) Y Multi-platform Build for each device Y Y Single entry-point (URL) Requires install step Y Requires install step Location Services (GPS) Y Y Y Notifications Y N Y Development costs Once per OS Once Once Maintenance costs Repeated per OS Once Once App store required (cost) Y N Y

19. ‘Cookie cutter’ or bespoke approach to a site?

25. Generic landing page Data capture form (Name, Email, Phone #, ZIP) Link to Ts+Cs Customer receives SMS, clicks on URL Video Gallery Photo Gallery The customer journey – an example site Audio Gallery Customer sees CTA and texts in to shortcode Generic Home page - unlocked access to all new XJ material To maximise interaction within sites, nothing is more than 3 clicks away Ts+Cs page E-Brochure delivered to collected email address Incentivated ‘sniff’s’ handset type and delivers WAP, iPhone or Android site Incomplete or invalid details page Prospect’s contact details forwarded to client FMN dealer page FMN dealer results page E-brochure order page E-brochure confirm page * Phones that do not support ‘spin around’ will be served an animated GIF SPLASH: Interactive 360 ° XJ spin (iPhone & Android only)*

27. Enterprise Content Management Master Content English German French UK Website UK Mobile site UK Mobile App Campaigns Social Email/SMS Head Office Created Content Translation Layer Channel Content Italian

30. Integration options Customer Database Retailer Systems Databases Product Database Transactions Database Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels 3 rd Party eCommerce Platform Incentivated Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site (i) Back office

32. Integration option (ii) eCommerce platform Retailer Systems Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels Incentivated Micro Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site Customer Database Product Database Transactions Database 3 rd Party eCommerce Platform

35. Integrated thinking Press ads Website DM Social media Email Mobile banner ads Mobile loyalty service

36. Promote your site NY - newstands

37. 2010 WINNER Most Effective Mobile CRM/Enterprise Messaging Campaign The campaign reached out to those who signed up for picture (MMS) messages and text (SMS) alerts with offers, deals, promotions and news about M&S. This enabled M&S to engage with their customers through mobile directly and use it to complement existing DM and email contact strategies. Click-through from SMS & MMS The ongoing campaign had recruited more than 700,000 opt-in customers to the mobile database with a minimal opt-out rate.

38. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

44. King of Shaves – mCommerce app Home Page Payment options Delivery details m-Video

45. QR codes go mainstream

46. M&S mobile barcodes customer journey 2D Barcode on juice bottle Scan image Provenance story Mobile voucher

48. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

53. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

56. (No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone) Jason Cross Marketing Director [email_address] @jcmobile10 Incentivated 23 Curtain Road London EC2A 3LT Tel: 020 7392 2323