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Pekka Ala-Pietilä
Blyk


5 December, 2007




   © Blyk Saturday, 05 January 2008   Blyk
What does it take for an
   ad funded mobile
 operator to succeed?


© Blyk Saturday, 05 January 2008
  2                 ...
Blyk believes




                         Operator




3   © Blyk Saturday, 05 January 2008   Blyk
Blyk believes




                         Operator      Media




4   © Blyk Saturday, 05 January 2008           Blyk
So, what will drive the
    adoption and success of
       mobile over other
            media?
5    © Blyk Saturday, 05 J...
Relevance


6   © Blyk Saturday, 05 January 2008               Blyk
Conventional thinking =



 Mobile advertising is SPAM

 Teens get free cell phone service in exchange for annoying
 ads.
...
What do young people say?


71% of young people surveyed would like to
receive advertising messages targeted to
their part...
Blyk’s solution


Blyk members are 100% opted-in
and profiled
They’ve expressed genuine demand.

They profile themselves u...
Blyk’s solution


Timely messages that link to
user’s behaviour and interest.

Messages related to anything that helps the...
Interactivity


11   © Blyk Saturday, 05 January 2008                   Blyk
Conventional thinking =



In mobile, content is king

 CBS began selling television clips, games, ring tones designed to ...
Mobile internet/mobile data services?


73% of young people don’t use data services.
IDC: Wireless Teen and Adult Consumer...
Why?


       Access to content is a barrier.
       Cost is a barrier.
       Perceived value is minimal.

       Not rel...
Blyk’s solution


From the users perspective,
the primary need to
communicate should drive
everything in mobile.
I call yo...
Blyk’s solution



Blyk ad formats are based on
the most dominant and most
familiar pattern among 16-
24s.... Messaging (t...
L’Oreal: Icons - Spokesmodel dialogue




17   © Blyk Saturday, 05 January 2008   Blyk
18   © Blyk Saturday, 05 January 2008   Blyk
19   © Blyk Saturday, 05 January 2008   Blyk
20   © Blyk Saturday, 05 January 2008   Blyk
21   © Blyk Saturday, 05 January 2008   Blyk
22   © Blyk Saturday, 05 January 2008   Blyk
23   © Blyk Saturday, 05 January 2008   Blyk
24   © Blyk Saturday, 05 January 2008   Blyk
Early indications


During the first six weeks, response rates to the campaigns
were in the range of:



                 ...
To put this in context


                      Medium                               Average Response Rate (%)

           ...
Mobile advertising when done right is not viewed
as advertising at all...it becomes a service to the
end user.
It becomes ...
End-to-end
                          complete control of our network,
                               user experience and
 ...
Conventional thinking =

Mobile as a media is
complicated


                                Opt-in      Platform     Airti...
Blyk’s solution




Advertiser                               Blyk




 30   © Blyk Saturday, 05 January 2008          Blyk
Purpose-built technology platform for Blyk’s advertising-funded model

Host Operator (Orange) Domain in UK         Blyk Te...
Closing thoughts
   - relevance
   - interactivity
   - end-to-end



32   © Blyk Saturday, 05 January 2008   Blyk
Thank you




33   © Blyk Saturday, 05 January 2008   Blyk
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Nokia World 2007 Blyk Mobile Advertising

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Publié dans : Technologie, Business
  • 71% of young people like receiving advert on their mobile in 2007. but today the percentage has deepened badly. Today most people consider it SPAM.
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Nokia World 2007 Blyk Mobile Advertising

  1. 1. Pekka Ala-Pietilä Blyk 5 December, 2007 © Blyk Saturday, 05 January 2008 Blyk
  2. 2. What does it take for an ad funded mobile operator to succeed? © Blyk Saturday, 05 January 2008 2 Blyk
  3. 3. Blyk believes Operator 3 © Blyk Saturday, 05 January 2008 Blyk
  4. 4. Blyk believes Operator Media 4 © Blyk Saturday, 05 January 2008 Blyk
  5. 5. So, what will drive the adoption and success of mobile over other media? 5 © Blyk Saturday, 05 January 2008 Blyk
  6. 6. Relevance 6 © Blyk Saturday, 05 January 2008 Blyk
  7. 7. Conventional thinking = Mobile advertising is SPAM Teens get free cell phone service in exchange for annoying ads. Annoying me before I’ve even had a chance to interact with a company or product does not inspire consumer confidence. 7 © Blyk Saturday, 05 January 2008 Blyk
  8. 8. What do young people say? 71% of young people surveyed would like to receive advertising messages targeted to their particular interests. (more than double the response for non-targeted communications). Q Research Advertising & Mobiles Report, April 2007 UK 8 © Blyk Saturday, 05 January 2008 Blyk
  9. 9. Blyk’s solution Blyk members are 100% opted-in and profiled They’ve expressed genuine demand. They profile themselves upfront and these profiles build over time. For brands, Blyk enables precise targeting and detailed insight into the habits, tastes and preferences of young people. 9 © Blyk Saturday, 05 January 2008 Blyk
  10. 10. Blyk’s solution Timely messages that link to user’s behaviour and interest. Messages related to anything that helps them to organise their lives. High value offers based on user preferences. Therefore advertising becomes a service for our members. Blyk Quantitative Consumer Research January 07, 16-24s in the UK. 619 respondents 10 © Blyk Saturday, 05 January 2008 Blyk
  11. 11. Interactivity 11 © Blyk Saturday, 05 January 2008 Blyk
  12. 12. Conventional thinking = In mobile, content is king CBS began selling television clips, games, ring tones designed to cell phones. Computer becomes mobile phone. Mobile blogging, instant uploads. 12 © Blyk Saturday, 05 January 2008 Blyk
  13. 13. Mobile internet/mobile data services? 73% of young people don’t use data services. IDC: Wireless Teen and Adult Consumer Entertainment Survey 3Q06 2/3 say they use it once a month or less. Blyk Quantitative Consumer Research January 07, 16-24s in the UK. 619 respondents 2/3 of students found using the internet on their mobile such a poor experience, they gave up trying. InfoGin/Vansom Bourne, May 2007 13 © Blyk Saturday, 05 January 2008 Blyk
  14. 14. Why? Access to content is a barrier. Cost is a barrier. Perceived value is minimal. Not relevant to me. Blyk Quantitative Consumer Research January 07, 16-24s in the UK. 619 respondents 14 © Blyk Saturday, 05 January 2008 Blyk
  15. 15. Blyk’s solution From the users perspective, the primary need to communicate should drive everything in mobile. I call you, you call me. I text you, you text me. 15 © Blyk Saturday, 05 January 2008 Blyk
  16. 16. Blyk’s solution Blyk ad formats are based on the most dominant and most familiar pattern among 16- 24s.... Messaging (text and picture) Consumers and brands interact in a dialog. 2-way communications. Brands ‘earn’ attention from relevant dialog with consumers. User experience that’s 90% familiar and 10% new. 16 © Blyk Saturday, 05 January 2008 Blyk
  17. 17. L’Oreal: Icons - Spokesmodel dialogue 17 © Blyk Saturday, 05 January 2008 Blyk
  18. 18. 18 © Blyk Saturday, 05 January 2008 Blyk
  19. 19. 19 © Blyk Saturday, 05 January 2008 Blyk
  20. 20. 20 © Blyk Saturday, 05 January 2008 Blyk
  21. 21. 21 © Blyk Saturday, 05 January 2008 Blyk
  22. 22. 22 © Blyk Saturday, 05 January 2008 Blyk
  23. 23. 23 © Blyk Saturday, 05 January 2008 Blyk
  24. 24. 24 © Blyk Saturday, 05 January 2008 Blyk
  25. 25. Early indications During the first six weeks, response rates to the campaigns were in the range of: 12% to 43% 25 © Blyk Saturday, January 05, 2008 Blyk
  26. 26. To put this in context Medium Average Response Rate (%) Online Advertising 0.02 Paid Search Advertising 0.2 Email 0.1 Direct Mail 2 Direct Response TV 0.04 Magazines 0.2 Radio 0.01 Source: e-consultancy Sept 2007 “Response rates for cold [Mobile] campaigns are in the 3- 6% range while campaigns using client’s own customer data fare much better with response rates ranging between 1.3% and 20%” Nick Fuller, Chair, DMA Mobile - 2nd November 2007 26 © Blyk Saturday, 05 January 2008 Blyk
  27. 27. Mobile advertising when done right is not viewed as advertising at all...it becomes a service to the end user. It becomes useful information. A service that benefits both brand and consumers and builds a relationship between the two. Brands and consumers create time for one another.... not just buy it. 27 © Blyk Saturday, 05 January 2008 Blyk
  28. 28. End-to-end complete control of our network, user experience and ad products 28 © Blyk Saturday, 05 January 2008 Blyk
  29. 29. Conventional thinking = Mobile as a media is complicated Opt-in Platform Airtime Wireless Advertiser databases technology broker carriers 29 © Blyk Saturday, 05 January 2008 Blyk
  30. 30. Blyk’s solution Advertiser Blyk 30 © Blyk Saturday, 05 January 2008 Blyk
  31. 31. Purpose-built technology platform for Blyk’s advertising-funded model Host Operator (Orange) Domain in UK Blyk Telecommunications Center Blyk in UK S Nb NTMS -C /Iu Blyk CRM and Ad Platform Center A VMS SMSC IN BTS Gb VMSC MGW Prepaid & /Iu -P Balance holder S BSC/RNC BG BTS 2G/3G SGSN D/F Host Operator Domain in Country B BG Mc MSS/GCS HLR S Nb Gn -C /G /Iu p NPM A OSC GPRS Prepaid BTS Gb VMSC MGW /Iu -P S Gn/Gp BSC/RNC BG Blyk in BG ISN G BTS 2G/3G SGSN Country B i (GGSN) WAP GW MMSC PST PSTN/PLMN N Internet 31 © Blyk Saturday, 05 January 2008 Blyk
  32. 32. Closing thoughts - relevance - interactivity - end-to-end 32 © Blyk Saturday, 05 January 2008 Blyk
  33. 33. Thank you 33 © Blyk Saturday, 05 January 2008 Blyk

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