Inc pres (dma bristol messaging) 24 jun11 v1.0

Mobile Messaging: effective
campaigns using SMS
Jason Cross
24 June, 2011

Copyright Incentivated Limited 2011 www.incentivated.com

Contents

Mobile is a ‘hot topic’
Mobile Messaging
Case Study examples
About Incentivated

Copyright Incentivated Limited 2011

Smartphones in the UK
Smartphone use increases, but market is still dominated by non-smartphones

Non-smartphones 61%
Apple 10.7%
Symbian 9.7%
Google 9.1%
RIM 7.1%
Microsoft 1.6%
Palm 0.1%
Other smartphone 0.9%
Smartphones 39%
Source: comScore, 3 month average ending March 2011.


Global smartphone sales numbers
Sales continue to grow with Android and iOS the clear winners

Number of global smartphone sales to end users, Q1 2011 (000’s)

1Q10 1Q11
40,000

35,000

30,000

25,000

20,000

15,000

10,000

5,000

0
Symbian BlackBerry (RIM) Android (Google) iOS (Apple) Microsoft Other OS

Source: Gartner, May 2011, http://www.gartner.com/technology/home.jsp


Mobile reaches all social segments
Over a quarter of DE households are mobile-only

Number of smartphone subscribers worldwide, Q2 2010

100% 96% 96%
93%
88% 88%
80%
80% 71%

60% 54%

40%

20%

0%
AB C1 C2 DE

Own a mobile phone Have fixed internet at home

Source: Ofcom, Q2 2010, figs 5.68 and 4.16


Use of mobile media
18-24 age band are the most prolific users of mobile media features

Index vs. population as a whole

13-17 18-24 25-34 35-44 45-54
250

200

150

100

50

0
Apps Mobile LBS MMS SMS
Internet

Source: ComScore, Average number of subs for the 3 month ended June 10


Email accessed on mobiles by age group
Increasingly, emails are read “on the go” across a variety of devices

Percentage Accessed email (work or personal) from mobile

60% 55%

48%
50%
40% 41%
40% 36%

28%
30% 26% 25%
23%

20%
14%
12%
10% 6%

0%
13-17 18-24 25-34 35-44 45-54 55+

Female Male

Data: Three month average ending August 2010
Country: UK - N= 15,824 mobile phone users


State of the Nation

 Over the last 12 months companies have started to offer what
consumers were happy to do all the time
 With many sites looking the same, the opportunity now exists to:
 improve the UX/UI and so differentiate the offering
 offer implicit and explicit personalisation i.e. join up the web and mobile
sites
 deliver e-commerce best practice


State of the Nation

 People do it
 51% of the UK engages in mCommerce
 People like it
 42% say they use their mobile because it is the easiest way to
research/buy
 M-Commerce will continue to grow
 49% of non M-Commerce users say they will purchase in the future
 Smartphone users are 63% more likely to engage in mCommerce
 only 9% mention security issues

Source: IAB Consumer M-Commerce Study October 2010
Base: All UK Mobile Users (1,039)


State of the Nation

27%
of adults with phones have ever used their
mobile to purchase a service/product via credit
card / direct debit / Paypal
Source: IAB Consumer M-Commerce Study October 2010
Base: All UK Mobile Users (1039)


Does your site work?
Half of UK firms fail to check their own website on mobile devices

 Of those that have
 41% admit their website has a reduced appearance
 36% offer reduced functionality
 The survey ( from 1&1 Internet) also finds that 65% of firms have not
optimised their websites for mobile usage and have no plans to do
so


You get blamed for a bad mobile experience
No site or a single mobile presentation layer are no longer options

Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?

Brand Network The User
60% The Phone
(site) Provider

40% 44%

34%
29%
20%

0% 5%

Source: Appetite, Yahoo! March 2010
Base: all those who access internet on mobile (n=1,240)


Text and picture msgs reach twice as many UUs
Messaging not as transactional as mobile internet and apps

Number of subscribers in the UK (000s)
(Average number of subs for the 3 month ended Sep 10)
 Text (SMS) and picture messaging
50,000 (MMS) are used by 90% and 62%
45,000 respectively
40,000
35,000  Apps and the mobile internet used
30,000 by 43 & 38% and growing rapidly
25,000  Many apps are games and
20,000
come pre-installed
15,000
10,000  Downloading new apps or
5,000 allowing apps to update
0 content or transact requires the
Apps Mobile LBS MMS SMS mobile internet
Internet

Source: Comscore


The Role for Messaging (push and pull)
As well as B2C, SMS has a role to play in B2E and B2B
 Acquisition
 Awareness
 Direct marketing (opted-in third party lists)
 Sponsored messages

 Direct response and sales promotion (e.g. text & win)
 Closing the deal
 Customer Relationship Management (“CRM”)
 Customer service
 Retention (including loyalty programmes, coupons and vouchers)
 Surveying and other data capture
 Promotion, up-sell and cross-sell
 M-commerce
 Transacting (PSMS as well as triggering payments using pre-registered credit card details
etc)
 Confirmation e.g. receipting, delivery status updates and problem resolution

Think about the end user…

Text XMAS to
6XXXX to receive
a link to our app


CONSUMERS ARE ENGAGING
WITH MOBILE MESSAGING

17

Summary of the research approach

Phase 2: Phase 3:
Phase 1:
Effectiveness study across M&S - 1 focus group opted into
Online survey of 1,000 nationally messaging database
CRM database and O2 More +
representative consumers
Orange shots -1 focus group not opted in


CRM: Survey and Data Capture
Sent to M&S, O2 and Orange customers as part of this research

SMS Survey Site
(concatenated)
228 characters

Originator: 200200

We’d like to ask you a
few questions about
retailers. You’ll get 6
texts to answer, it’s free
to enter and should only
take a moment. To take
part text YES to 84420 or 1.
click
2. http://wapp.co.uk/r/xxxx
xxxxxxxxxxxxxxx (free
browsing)

1. Zero-rated shortcode.
2. Zero-rated domain. Copyright Incentivated Limited 2011

There is a sizeable % opting in to messaging

Have received Have opted in to Have agreed to be
SMS/MMS receive SMS/ MMS contacted via SMS/
advertising in the messages from a MMS from a
last month mobile operator company or brand

30% 12% 15%

6% have done both
21% have done either
Base: Base: All respondents (1022)
Source: IAB/DMA Mobile Messaging Study September 2010


Messaging reaches a valuable audience

Subscribers to mobile operator databases Subscribers to third party mobile
are more likely to be: databases are more likely to be:

• Aged 18-24 • Male
• Frequent texters (at least 10 a day) • Aged 18-24
• Frequent mobile internet users (daily) • Frequent texters (at least 10 a day)
• Smartphone users • Frequent mobile internet users (daily)
• Smartphone users
• Agreed to be contacted by a company via
email

Base: Base: All respondents (1022) Copyright Incentivated Limited 2011

Once opted in
People become more positive to messaging
“
“
[Texts are] normally from people [companies] you want to
hear from, so it isn’t a bane

+217% +243%

% %

Not opted in Opted in Not opted in Opted in
Messaging works best at grabbing your attention Messaging is the best way of receiving relevant and
and making you want to know more about a brand, personalised information about brands, products
company, product or service and services


And people understand the advantages “
“
(For vouchers) there is less chance of forgetting when you
go to the restaurant!

I don’t have to print anything out
↑40%

More relevant - I can choose to receive advertising that is relevant to my
personal tastes ↑71%

Not opted-
Location-based - I can receive advertising that is relevant to the area I am in
↑43% in
Opted-in

Timely - I can receive advertising at a time which is useful to me ↑122%

10 20 30 40 50 60


Messaging is immediate
78% of people read messages within 5 minutes
Immediacy of reading text messages
41
Immediately
30 %
People you know
37
Within 5 minutes
32 People you don't know

10
Within 10 minutes
10

10
Within an hour
“
“
9
[If ] they are an alert they catch your eye – it
3 might be a friend – you always read to see
Longer
8 what its about

Delete them
withour reading 9


EFFECTIVENESS OF MOBILE
MESSAGING


M&S Message to CRM database

Give in to temptation with
M&S Dine In for Two for
£10! Details in store or
click for menu:
XXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXX
MMS Ends next Tuesday, 3
August. To stop text dine
stop to 65006

Slide 1 (3s) Slide 2 (3s) Slide 3 (3s) Slide 4 (5s)

M&S Dine In for £10
with wine is available
now! View menu at
XXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXX
XX Details in store.
SMS Ends Tues. To opt out
txt cook stop to 65006


Prompted ad awareness increases for MMS

M&S database 86
+13%

79 79

%
Control Cell SMS Cell MMS Cell
Base: M&S database: Control (230), SMS (256), MMS (693).


Almost 100% recall of the message

M&S database

96 94
+85% +81%

52

%
Control Cell SMS Cell MMS Cell
Base: M&S database: Control (230), SMS (256), MMS (693)


MMS changes behaviour

Visit store Visit M&S mobile site

+150%

Base: M&S database: Control (230), SMS (256), MMS (693)


M&S message to operator databases
MMS SMS

Originator: 20502

Subject: M&S shoes

Shop on your mobile. Shoes
and much more available We'd like to ask you a
with free delivery if you few questions about
order on your mobile before retailers. You'll get 6
midnight on 24th of Aug. Go texts to answer, it's
free to enter and
to
should only take a
http://shoes.mands.mobi/r/x moment. To take part
xxxxxxxx (clicking on the link reply AGREE or click
will be charged at standard http://www.wapmeit.c
rate) and use code o.uk/r/TXXXXXXXXXX
DELPHONE to redeem this X
fantastic offer. One per
customer. Terms apply. To
stop O2 More text STOP to
20502

Slide 2 (5s)


Consumers almost as happy to receive msgs
from their operator as from friends/family

How happy would you be to receive SMS/ MMS messages that provide
information about brand/products or services that you are interested in or
information about discounts and special offers?

Base: All respondents (1022)
%


MMS drives prompted awareness

Operator database

+27%
+7%

Base: Operator database: Control (590), SMS (588), MMS (346)


Msg achieves huge standout

Operator database
+975%

+425%

Base: Operator database: Control (590), SMS (588), MMS (346) Copyright Incentivated Limited 2011

Consumers can see the benefits of MMS
 Slick interface – a joy to view, more fun to interact with

 Markers of authenticity – logos, images, visual branding elements

 Greater potential for interaction - greater interactivity without
having to ‘reply’ to message or download, less concern about being
charged

 More visual/audio interest - can be a more passive viewing
experience akin to TV adverts/magazines but would need to be
sensitive to fact that may be opened in public/workplace

Effectiveness of mobile messaging

• Messaging makes an impact- even among a highly engaged M&S
CRM audience- as almost 100% of the base remembered it.

• Consumers are almost as happy to receive advertising from their
operators as they are friends&family, providing a trusted place for
advertisers to send their message to new customers.

• Consumers like MMS - which means it achieves huge standout
amongst both CRM and operator databases, and drives behaviour
change.


75% would opt-in, given the right incentive
Which of the following would make you more likely to opt in to

“
these type of services?
%
“Morrisons – their deals of the
week – if you knew that week it
[might] dictate where you
shop”
“
“ “It’s nice how they give
“
advance notice [of sales etc.]
because they know you’ve been
there before”



Consumers actively want communication
from certain categories/brands

Desirable Categories Desirable Brands

• Restaurants, Pubs & Bars
• Leisure & Entertainment
• Food &Groceries
• Holidays & Travel
• Clothing
• Department Stores
• Beauty

  
Frequent purchases/
Clear, direct benefits Aspirational
behaviours


Best practise for building a CRM messaging database

• Awareness
• Targeting - an easy place to start is to build on existing relationships
• Start as you mean to go on – welcome them as soon as you have their number, this is your opportunity to convert straight
away. Follow with your first marketing message within a week of this. Any longer than a month and they will forget.

• Cost
• Re-assure throughout of the costs involved
• If communication is 2 way consider making responses free
• If the service is charged this must be include this in the first message and follow with reminder at least once per month

• Relevance
• Make it clear what the texts will contain and why people should sign up
• Have a clear activation and retention programme
• Focus on the behaviour of your consumers and provide appropriate messages
• Campaigns where you should pay particular attention – marketing to children, adult content, gambling, alcohol and sales
promotion

• Control
• Re-assure customers how many messages they will get
• Don’t take them for granted, consider why people signed up – and then ensure you are delivering it.
• Make it clear how users can potentially unsubscribe. The Networks have defined a ‘Universal Stop’ policy to which marketers
must adhere to

• Privacy
• Secure customer confidence and show them you will handle their personal details responsibly
• Ask for permission if you wish to share their details at the opt in or tell them at the start you will not share their details with
third parties


HOW TO OPTIMISE MESSAGING
COMMUNICATIONS


Give consumers the content they want

“ “
Like Apple - where there were long
“
[For a free Fitness First Pass] I find
out about it by e-mail already but
would happily swap to text
queues to get the iPad, maybe [if a
text] would have allowed you to get
in first

You get sent
information about
special offers and
You get sent vouchers discounts earlier
You get deals than everyone else
that are
for money off (42%)
especially products (57%)
negotiated on
your behalf
You can
(32%)
forward
offers and You can save
information offers and look
to friends at them later
target
with stuff
(25%) (34%)
you like in
You can redeem the You get sent
future You can
offers and look at (17%) interesting browse
them at a time information that offers
convenient to you is relevant to you wherever
(40%) (34%) you are
(26%)

Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011

There is currently a gap
Between what consumers want & get – opportunities exist

1. Messages with a money-off voucher
100 or other type of discount for a
90 product, service or brand
2. Messages with information about a
80 sale for a product, brand or service
% RECEIVED THIS TYPE OF MESSAGING

5

70
3. Messages with surveys in
60
4. Messages with competitions in
50
5. Messages containing information or
40
updates about a product, brand or
30 2 service
1
20 6. Messages with a link that you click and
4
7 can make a call to receive an offer, buy
10 6 products or book services
3
0 7. Messages with a WAP link to a brand or
products mobile internet site
0 10 20 30 40 50 60 70 80 90 100
LEVEL OF INTEREST IN TYPE OF MESSAGING
(% top 2 box)

Base: All who have received SMS/MMS advertising via text in the last month (308)
Source: IAB/DMA Mobile Messaging Study September 2010 Copyright Incentivated Limited 2011

Majority happy to receive 1 SMS per week

69% of those signed up to a 3rd party
database would like to receive
communication at least once a week
Cumulative %



Optimum time of day to send SMS?

“
Sometimes you get a
promotional text at 2am
“
%
which irritates [me]

EARLY MORNING (7am – 10 am)

LATE MORNING (10am – midday)
“
“
EARLY AFTERNOON (midday - 3pm)
If there’s a sale on tomorrow,
I need to know tonight!
LATE AFTERNOON (3pm – 6pm)

EARLY EVENING (6pm – 8pm)

LATE EVENING (8pm – 11pm)

Base: All who responded with time of day(726)


Messaging Best Practice
No short version of this story … here’s a précis of consumer concerns

 Awareness (32% of customers do not know about B2C messaging)
 promote the offering using existing relationships and touchpoints, and
welcome consumers with an initial text message once you have their
details
 Perceived cost (71% of respondents were wary of any costs that may
be associated)
 be exceptionally clear in communications with consumers about the
costs associated with mobile messaging, which are often zero, and also
consider making responses (as well as browsing) free
 Relevance (71% worried about unwanted messages)
 let consumers know what kinds of messages they will be receiving and
how often (let them choose the frequency)


Messaging Best Practice (2)
No short version of this story … here’s a précis of consumer concerns

 Control (61% were worried about not be able to opt-out once having
opted-in)
 make unsubscribing easy
 Make re-subscribing even easier!!
 Privacy (64% thought they may have to share personal details)
 if you do not intend to share the data with third parties then say so


Jaguar case study – Objectives

 Allow mobile users to register & be the ‘first to know’
 Prospects register for updates and invitations to view the XJ
 Unlocks mobile content exclusively for registrants
 Capture & deliver mobile leads
 Deliver a ‘luxury’ mobile experience for site visitors
 Creative custom made for high end phones
 Early adopter delivering specific Android UE to complement iPhone site
 Update and use site in all phases of the campaign
 Maximise lead generation and data collection opportunities
 Use the latest mobile technology to showcase XJ and generate leads


Jaguar’s target users have top end handsets
High-spec, content hungry iPhones & Androids dominate (60% of all)
Apple iPhone T-Mobile Mytouch 3G T-Mobile G1 HTC Hero / HTC 6277 HTC Fiesta
(Apple OS) (Android OS) (Android OS) (Android OS) (Android OS)
44,929 5,250 5,015 4,178 4,079
38.75% 4.53% 4.33% 3.60% 3.52%

HTC Tattoo Blackberry 8330 HTC Sapphire HTC Touch Pro Blackberry 8130
(Android OS) (RIM OS) (Android OS) (Windows Mobile OS) (RIM OS)
3,669 2,483 2,309 2,262 1,978
3.16% 2.14% 1.99% 1.95% 1.71%


Billboard Spectacular
Los Angeles, Wilshire Boulevard


Jaguar / Los Angeles – Mall Dioramas


Integrated thinking
Email

DM
Press ads

Mobile loyalty service

Website

Mobile banner ads
Social media


Click-through from SMS & MMS
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.

2010 WINNER
Most Effective Mobile CRM/Enterprise
Messaging Campaign

The ongoing campaign had recruited more than 700,000 opt-in customers to the
mobile database with a minimal opt-out rate.


Mobile integration boosts fundraising campaign

The Solution:
The campaign invites members
of the public to buy 1 of 7 life
saving solutions costing between
£1 and £5 by texting the
corresponding keyword (e.g.
NUT for Peanut butter) to
81819 and go on to complete a
mobile internet Gift Aid form.

A video explaining the different
ways to donate was played on
large TV screens at three of
Business Need: London’s busiest railway stations.

To integrate mobile into a
Bluetooth units, were installed in 20 STC high Functions:
street stores nationwide, with a ‘measles virus’
multi-media campaign and
Java application that customers could
introduce it as an additional • Direct response
download to their phones and forward on to
fundraising mechanism • Revenue generation
friends via SMS.
to traditional methods. • Transaction

INSPIRATION GUIDE: TRANSACTION beinspired@incentivated.com Copyright Incentivated Limited 2011
Charity: Save the children www.incentivated.com/charity

Closing thought

At the time of the
dotcom bubble, 400m
i.e. around 2000,
there were 350
million people
online.  Peoplewith smartphones in
the world today
 Plus 4 billion with internet-
capable feature phones


Thank You

Jason Cross
Marketing Director
jasonc@incentivated.com

@jcmobile10

Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985

(No code reader? Text CODE to
62233 for a link to a reader
appropriate for your phone)

Copyright Incentivated Limited 2011 www.incentivated.com

Who we are

 Incentivated is an independent technology company and marketing
services agency
 We have 10 years’ experience operating exclusively in the mobile
marketing sector
 We help our international client-base deliver integrated acquisition,
CRM, and mCommerce campaigns and services through mobile

Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011

Who we are
Full service mobile with deep experience

 Technologies  Strategies
 5 formats:  3 key areas of client activity:
 Enterprise messaging (SMS, MMS, etc)  Acquisition
 Mobile internet  CRM
 Apps  mCommerce
 Shortcodes & QR codes
 Location marketing

 Services
 2 consultancy offerings:
 Creative services
 Managed services


Who we are
How we work with clients: engagement is spread across three levels

Clients Global acquisition, CRM, and mCommerce campaigns and services

Campaign strategy and execution
Marketing, Creative & Advertising Design, build and hosting of mobile internet sites*
Agency Mobile advertising planning & buying
Consulting, insight and post campaign analysis

Mobile and email marketing
Mobile Marketing, Internet & Mobile internet site publisher
mCommerce Platform mCommerce suite
Self-serve functionality (“SaaS”)

SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes
Messaging Gateway & Software Mobile content management system (CMS)**
Company Systems integration and various APIs
Development of both handset and server-side apps

*Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database


Who we are
Just some of our clients


Technologies

 Incentivated’s offering covers the full range of mobile technologies
delivered as products or services


Technologies
Enterprise messaging

 Reaching consumers with enterprise
messaging is incredibly effective

30%
of 18-24 year-olds check
their messages at least
hourly

comScore, January 2011

Messaging volumes continue to grow – everyone can use SMS and MMS
IAB/DMA Mobile Messaging Study, September 2010


Technologies
Our enterprise messaging solution is comprehensive and resilient

 Our mobile messaging
platform, Iris, delivers SMS
and MMS throughout 206
countries on a manual
(including managed) or
automated basis


Technologies

Messaging volumes continue to grow

SMS (top line) MMS (bottom line)
120 1
CAGR* 31%
0.9
100
0.8
0.7
80
0.6
60 0.5
0.4
40
0.3
0.2
20
0.1
0 0
2004 2005 2006 2007 2008 2009

Ofcom, August 2010 *Compound annual growth rate


Technologies
Apps

 Consumers have downloaded more
than 13 billion apps from the Apple
App Store and Android Market in
under three years
36.4%

of people use
mobile apps* >7m
People download apps
for their mobile phones

*Excluding native games
Source: comScore, January 2011


Technologies
Apps

 We build apps for all mobile devices and platforms
 Either native (per platform) or cross-platform ‘web apps’
 Both are integrated with client systems and supported by proprietary
middleware
 Development is entirely in-house


Technologies
Mobile internet

Every year, more and more consumers are accessing the internet on their mobile devices

44% growth in
20,000,000
2010

18,000,000

16,000,000
24% YOY growth
14,000,000 between 2008 and 2009
Data charges
12,000,000 removed

10,000,000

8,000,000

6,000,000
Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 Dec-10

Source: comScore January 2011, 3 month rolling average


Technologies
Mobile internet

 Incentivated’s Mobile Site Publisher
delivers customised and dynamic
websites for all mobile devices
 Content Repurposing API

 Handset Detection and URL
Re-direct API
 Transcoding engine

 Genuine uniqueness

 Engagement analytics

Delivering a mobile site

Technologies
Shortcodes & QR codes

 Shortcodes make it easier and faster
for our clients to communicate with
their target markets
 A shortcode is typically a five digit
number that can receive and respond
to text messages, and is usually
placed on some advertising medium

Incentivated’s shortcode campaign for British Airways


Technologies
Shortcodes & QR codes

 QR codes work much the same
as the barcodes you see printed
on products at a retailer
 A code is scanned using a
device (mobile) and software
(QR reader), and is translated
into meaningful information
(e.g. web links)

Incentivated’s QR code campaign for STA Travel


Technologies
Location marketing

 Location marketing is a means to target specific groups more
effectively based on where they are, and to provide useful and
relevant services to consumers wherever possible

Incentivated’s
location
campaigns for: DKNY Mothercare Plings (DCSF)


Strategies

 Incentivated works with clients to enhance their key marketing
strategies


Strategies
Acquisition

 We integrate mobile with your
acquisition strategy through:  Location marketing, to deliver
location-aware coupons, offers,
and downloadable media content
 Shortcodes and QR codes, to
easily direct consumers towards
your stores or mobile internet
sites

2 million
 Direct response tools, including
auto-response, ticket requests,
c text and win, and eBrochure
people in the UK responded requests all through our Iris
to SMS advertising platform
comScore: 3 months to Jan 11


Strategies
CRM

 Why mobile CRM?
 Consumers are used to managing
their personal relationships with
mobile phones, so it makes sense 180,000
for businesses to manage
customer relationships through
the same medium.
Number of SMS alerts sent out
 Incentivated offers comprehensive by BA during the Icelandic
CRM solutions to clients that volcano disruption
include building databases and
distributing content to customers

*The comScore 2010 Mobile Year in Review
**Brandbank 2010 mCommerce Content Report


Strategies
CRM

 Loyalty
 Exclusive products and  Innovative apps and mobile
promotions through enterprise internet sites to engage
messaging campaigns customers with your brand and
 Location-aware deals delivered encourage repeat purchases,
immediately into customers' through special offers and
hands mCommerce


Strategies
CRM

 Customer service
 Deliver enterprise messaging
solutions for appointment 8m
reminders, ticket requests, and
service or interruption updates
 Provide location-based services
Access maps on their
 Provide account access through phones
mobile internet sites 40.6%
 Create apps to deliver a richer and
more useful customer service
experience. Of people use mobile
internet

Source: comScore, January 2011


Strategies
mCommerce

 The best commerce strategies
encourage consumers to purchase
and consume content and products
on the go
85%
Increase in mobile
retail usage in EU5
from 2009 to 2010* 35%

Of people search for
products to buy on their
mobile phones**
*The comScore 2010 Mobile Year in Review
**Brandbank 2010 mCommerce Content Report


Strategies
mCommerce

 Incentivated's bank-approved, secure
mCommerce solutions can help your
eCommerce integration
company increase sales and attract 

 Credit card authorisation
new customers by providing  Donation services for
immediate payment transactions charities
 Shortcodes and QR codes for
couponing and ticketing
 Auction bidding
 Account top-ups
 Mobile internet and in-app
payment facilities


Services

 As well as technology products and consultancy, within mobile
Incentivated offers both creative and managed services
 Design and UX
 24/7 support and maintenance


Services
Creative

 Our creative ideas contribute to our award winning projects, and
help us deliver effective campaigns that are differentiated from
anything else on the market

Incentivated’s
creative work for: M&S Jaguar RBKC


Services
Managed

 Incentivated therefore offer a sliding
scale of managed service for our  Copywriting
 Message writing (broadcast
mobile solutions depending upon and response)

our clients’ needs  Creative
 Repurposing images for
 Depending upon business need, we MMS, apps, and mobile sites
 Reporting
work directly with clients or with  Mid and post campaign
their other marketing agencies to analytics for message
delivery, links clicked,
deliver managed solutions response rates, page views,
and more


Inc pres (dma bristol messaging) 24 jun11 v1.0

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