The Future of Permission Marketing: The Customer Owns the Customer presentation by Thomas Labarthe, VP, Mobile Advertising of Optism who outlines the Optism value proposition at the Mobile Marketing Forum. Optism bridges the gap between mobile carriers and advertisers, forming partnerships with mobile operators worldwide, and helps them turn their subscribers into advertising audiences through a fully-hosted, end-to-end solution.

1. The Future of Permission-Marketing:
the Customer Owns the Customer
Speaker Name Thomas Labarthe
Speaker Title VP, Mobile Advertising
Company Name Alcatel-Lucent

2. Mobile advertising is driven by the needs of advertisers
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3. We set out the solve the gaps…
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4. Optism was born!
Bridging the gap between advertisers and operators
Last 2 years - Alcatel-Lucent working with the industry to develop mobile
into a robust & credible advertising & marketing channel
Feb 2010 - Accepted invitation to join MMA as Premium Member -
working with industry leaders to develop global standards for
mobile media
April 13, 2010 – Launched Optism enabling operators to offer a compelling
advertising proposition to both advertiser and consumer…
At the heart of our solution: Permission, Privacy and Preferences
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5. Power to the people
• Permission
• Privacy
• Preferences
Empowerment leads to engagement
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Image by PictFactory on flickr.com

6. Understanding consumer sensitivities
• Objective 1: Gather feedback on a
permission-based mobile advertising Youth Trackers:
service offered by a mobile operator
Are ages 13 – 25 (young consumers)
• Objective 2: Delve into sensitivities for Are approximately 50/50 male/female
Own a cell phone
opt-in and rewards and test limits on
Have wireless service (voice or voice/data) and high-speed
campaign exposure. internet
Are early adopters that their friends look to for advice
• Objective 3: Understand privacy and Mostly extroverted with a strong social network
permission based elements of profiling Approximately 10% English-fluency in each country
and explore brand preferences and
loyalty among retail categories.

7. Respondent profiles
Country Total Males Females Country Total Males Females
China 219 123 96 UK 200 124 76
Japan 202 86 116 US 201 88 113
Brazil 207 125 82 Canada 202 101 101
Mexico 200 119 81 Germany 197 90 107
France 196 85 111 Spain 201 124 77
Italy 198 100 98 Total 2223 1165 1058
2223 survey completes: 11 countries

8. What consumers in Europe told us…
82% Very important to ask their permission
before sending mobile ads
71% Wanted control of their profile to address
privacy concerns
76% Felt that ads should be interest and
preference based
56% Were more likely to make purchases of
preferred brands through the service
42% Were more likely to remain loyal to their
operator if the service was offered
Source: Alcatel-Lucent Market
Advantage Research, October 2009,
n= 992 in France, Italy, UK, Germany,
Spain
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9. How do we learn?
…ask consumers to share their
interests along the way
Demographics Interests Location
Response & Interaction
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10. How are consumers in Europe willing to engage?
69% Willing to answer at least 4 questions to
determine preferences
Top 5 Retail
Categories they
Spend Money on
71% Willing to share interests and hobbies
Personal Computers
Grocery
46% Willing tothat ads should be interest and
Felt share preferred brands for
products and services
preference based
Software
Art and Collectibles
Garden Supplies
38% Want to update their profiles themselves
Music
60% Access their profiles from both the
computer and mobile device
Source: Alcatel-Lucent Market
Advantage Research, October 2009,
n= 407 in Brazil & Mexico
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11. Simplicity and scalability are key
• Make the media buying process easy
• Provide web-based tools that are familiar and accessible
• Build scale through hosting and aggregating permission-
based inventory across several operators
• Create efficiencies in the ecosystem
• Connect consumers with the brands that they love
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12. The Way Forward
Understand the needs of:
• consumers
• brands
• media owners
Build collaboration across
the industry
The Customer Owns the Customer
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Image by Thomas Hawk on flickr.com

13. thank you
www.optism.com