Newsletter on innovative business models leverage digital capabilities. Issue #10, led by Hugo Azerad

1. IMAGINE THE FUTURE
Leveraging innovative business models
Opt-in mobile marketing with NFC technology
- Newsletter # 10, 2010 -
Context
Mobile advertising is a promising marketing channel, but up to now its growth
has been hindered by the intrusive nature of “push” offers. Near field commu-
nication (NFC) technology now allows for a new type of offer: “pull” or “opt-in”
mobile marketing, with users choosing the brands they want to hear from. In
that context, Toro has developed infrastructures and user interfaces, so that
brands can build one-to-one connections with mobile phone users.
Innovative business model / technology (example of Toro)
U e‘ e ble obile o e e
D o e i i i l
P o e e U L o e
1 D o e o
2 To o e e
Server Key Highlights
A e i e e ele
3 e e o e ’ obile o e
o To o' i e e
Relevant message can be precisely Relevant message can be
targeted to the type of user based on location or time
Business opportunities
Advertisers can enhance their campaign ROI through precise target
profiling and build brand loyalty by limiting “spamming” of potential
customers and providing “goodies” to willing customers
Media agencies will have an innovative communication channel to
propose to their clients that helps with pressure for digital innovation
and ROI accountability
Billboard/display operators will be able to propose value-added
services to advertisers and media agencies, creating a competitive edge
in a rather commoditized market

2. Toro profile Website
European markets
download
A.T. Kearney interview of Toro founder – Laurent Renard
“Mobile marketing offers some distinctive features that are spoiled by the low quality of the current offer. Toro provides the
technical tools to develop a new form of non-intrusive mobile marketing offer.”
“Toro provides an end-to-end technical platform that can be used by advertisers to develop non-intrusive mobile marketing
actions with a superior user experience (user-friendly and rich user Interface).”
“NFC (near field communication) in itself is a new technology. Today’s application mostly concerns payment services in Asian
countries, where the NFC infrastructures are widely developed. Toro is the first player to go beyond payment and use NFC for
marketing purposes.”
“Today, worldwide gross investments in mobile marketing amount to approximately 10bn€. Development of opt-in marketing
could significantly increase this figure.”
Example of alternative offers
Ad Mob Airtag
and retailers
and target their ads with plenty of detail
pricing system
About A.T. Kearney
A.T. Kearney is a global strategic management consulting firm known for helping clients gain leading results through a
unique combination of strategic insight and collaborative working style. We serve the largest global clients in all major
industries from our offices located in 35 countries. We have developed a leading Communications and Media practice
with more than 600 dedicated professionals worldwide, focusing on addressing strategic and operational issues of the
Telecom, Media and High Technology industry
For further information about the A.T. Kearney CHT practice please visit: www.atkearney.com