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Revenue generating VAS Solutions<br />Sponsored CallMobile Advertisement<br />Kubilay Devrim Ekmekçi<br />Business Develop...
Facts about Operators<br /><ul><li> Competition Among Operators causes challenges in pricing strategy.
 VAS Revenues still increasing but slow down
 Existing Services almost saturated
 Killer Services disappeared
 Mobile Broadband is a new challenge but high broadband seems as a new threat for voice revenues in the long run
 Still high Competition Among Operators causes declining of voice prices</li></li></ul><li>Facts about Advertisers<br /><u...
 Common points among these methods:
 Communication is one way
Target Segment cannot be easily determined
 Customer feedback is not easy to be retrieved
 Measurement of effectiveness cannot be done
 Though having too much drawbacks, traditional methods still generate high revenue</li></li></ul><li>Mobile Marketing as a...
Key Differentiators<br />
Converged Mobile Ad<br /><ul><li> One campaign, multiple channels
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Sponsored Call - Another Leg of Mobile Marketing

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Sponsored Call - Another Leg of Mobile Marketing

  1. 1. Revenue generating VAS Solutions<br />Sponsored CallMobile Advertisement<br />Kubilay Devrim Ekmekçi<br />Business Development Manager<br />+90 555 255 74 46<br />Defne, 2010<br />
  2. 2. Facts about Operators<br /><ul><li> Competition Among Operators causes challenges in pricing strategy.
  3. 3. VAS Revenues still increasing but slow down
  4. 4. Existing Services almost saturated
  5. 5. Killer Services disappeared
  6. 6. Mobile Broadband is a new challenge but high broadband seems as a new threat for voice revenues in the long run
  7. 7. Still high Competition Among Operators causes declining of voice prices</li></li></ul><li>Facts about Advertisers<br /><ul><li> Traditional advertisement methods are TV/Radio, Newspaper&Magazines and OAD
  8. 8. Common points among these methods:
  9. 9. Communication is one way
  10. 10. Target Segment cannot be easily determined
  11. 11. Customer feedback is not easy to be retrieved
  12. 12. Measurement of effectiveness cannot be done
  13. 13. Though having too much drawbacks, traditional methods still generate high revenue</li></li></ul><li>Mobile Marketing as a new Media<br />
  14. 14. Key Differentiators<br />
  15. 15. Converged Mobile Ad<br /><ul><li> One campaign, multiple channels
  16. 16. SMS: Text Based (newspaper, magazines, insert, etc.)
  17. 17. Voice : Audio based (radio)
  18. 18. 3G Video&MMS: Audio+video+text (tv)
  19. 19. Single point of management
  20. 20. Unified budget control for advertisers</li></li></ul><li>Consumer Anticipation of Mobile Advertisment<br />
  21. 21. Sponsored CallAnother Leg of Mobile Advertisement<br /><ul><li> Offers the opportunity for subscribers voice calls to be sponsored by advertiser.
  22. 22. When A-party starts a call, Advertisers in exchange for the subscriber listening to pay for the cost of the call.
  23. 23. Advertisers can sponsor either whole call or a fixed duration of the call</li></li></ul><li>Sponsored CallService Registration<br /><ul><li> Unlike other advertisement mediums, offer advertisers to make advanced targeting for their products.
  24. 24. Subscribers wishing to use Sponsored Call need to register to the service and store their profile on the system. Hence, an Opt-in warehouse is created.
  25. 25. Profile information can be age/gender/location/business/areas of interest etc.
  26. 26. Registration can be done through IVR/SMS/WEB/WAP channels</li></li></ul><li>Sponsored CallImplementation Methods<br />offering the sponsorship to the targeted subscriber at a random time<br />Sponsored Call request is initiated by subscriber, then system searches appropriate advertisement for A-party.<br />Before call setup to B-party, IN System forwards the call to Sponsored Call System<br />Sponsored Call System makes an Outbound Call to the best appropriate subscribers to offer free air-minutes according to macth-making algorithm<br />
  27. 27. Sponsored CallCombination with Background Add Spots<br /><ul><li> Regardless of implementation method, system can continue playing advertisement spots in a predefined interval during the entire call.
  28. 28. Entire conversation is divided into slots where each slot has a certain bid value for advertisers. First slot being the most valuable, others have a decreasing value</li></li></ul><li>Sponsored CallComparison of Methods<br />
  29. 29. Sponsored CallEcosystem – Key Players<br />
  30. 30. Sponsored CallEcosystem – Role Players<br />Advertiser<br />Advertiser<br />Advertiser<br />Advertisement Agencies<br /><ul><li> Sale the service to advertisers/agencies
  31. 31. Create Advertisement acc. to advertiser requirement
  32. 32. Get Approval from the Operator before publishing advertisement
  33. 33. Install advertisement to the system and execute
  34. 34. Prepare Reportings for Advertiser</li></ul>Aggregator Layer<br />Aggregator<br />Aggregator<br />Aggregator<br /><ul><li> Define Sponsored Call Strategy
  35. 35. Keep run&up the system
  36. 36. Encourage subscribers to register to the service
  37. 37. Approve Advertisement before publishing
  38. 38. Do sales aggrement between advertisers
  39. 39. Handles Customer Care Issues</li></ul>Operator Layer<br />Mobile Operator<br />Mobile Operator<br />Mobile Operator<br />
  40. 40. Thank you<br />Sponsored Call<br />

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