1. m-STARS
Mobile Media
interactive, reach & relevance for BRAND horizontal conversation
italo@m-stars.net
Chief Commercial Officer
www.m-stars.net
PT. ANTAR MITRA PRAKARSA
Gedung Inti Sentra 1st Floor
Jl. Taman Kemang No. 32A
Jakarta Selatan 12730 – Indonesia
T +62 21.7183002
F +62 21.7181901
www.m-stars.net

2. Mobile as a Media

3. Mobile Media
• Mobile is part of digital media
• Mobile is an interactive media:
– Supporting interactivity: click-to-sms, click-to-call, click-to-
browse/url
• Mobile is more powerful than fixed internet:
– Mobility, always carried along
– The only media that always on
– Mobile is mass already. Especially in Indonesia, there is a
lot more mobile users than internet users
– Private media, not share media. Each mobile represent
the user profile (age, gender, interest, etc)

4. Interactive Media Indonesia
Mobile vs Fixed Internet user in Indonesia
2002A 2003A 2004A 2005A 2006A 2007A 2008A 2009E 2010E
population 231,326 234,893 238,453 241,970 245,450 248,880 252,260 255,570 258,820
Mobile
11.548 19,086 32,228 51,465 70,614 86,533 100,321 134,500 146,500
Subscribers
- Growth - 65% 69% 60% 37% 23% 16% 12% 8%
Internet
4,440 8,802 14,388 16,830 20,486 22,707 25,036 25,836 26,657
User
- Growth - 98% 63% 17% 22% 11% 10% 3% 3%
Internet
854 1,100 1,499 1,744 2,113 2,330 2,556 2,625 2,695
Account
in ,000

5. What is Mobile Media ?

6. Type of Mobile Marketing Service
2 type of mobile marketing service :
1. Non-permission based mobile marketing
Delivered mobile advertising (Ex :SMS blast) without any approval from
the subscriber.
2. Permission based mobile marketing
The audience/subscriber will join to a mobile marketing service to
agreed to received/exposed by mobile media inventory (SMS, MMS,
RBT, etc).

7. Behind the scene of
permission based mobile marketing
1. Mobile operators launching a mobile marketing service
2. Subscribers being offer to join mobile marketing service.
• How to join : By only sending SMS registration to short number
which consist of their profile data (age, gender, and city)
• Benefits : every time a subscriber exposed by advertising (SMS or
RBT) they will received certain benefit of free talk time or SMS.
3. Registered subscriber will received:
• SmS ad : limited amount of SMS ad delivered to the subscriber
every day
• RBT ad : Subscriber’s RBT space will be replaced by a RBT ad.

8. Benefits for the brands
• Brands able to do a targeting campaign by filtering the
profile :
• Age
• Gender (male/female)
• Location (city)
• Spending, Interest, etc (on the road map)
• Brands able to do a very engaging campaign by creating a
interactive mobile campaign (click-to-sms, click-to-
call, click-to-browse/url)

9. 2 Main Mobile Media Inventory
Targeted (SMS can be targeted for certain profile based on advertiser requirements) :
1. SMS Ad : SMS delivered to the audience maximum 5 SMS ad per
day
Format : text, 160 character
Untargeted (the RBT ad played from the user who called the registered subscriber) :
1. RBT Ad : Audience RBT will be replaced by RBT Ad. Every time
somebody calling the audience the RBT Ad will be played.
Format : WAV, 30 seconds.

10. How’s SMS ad inventory works ?
Mobile marketing
Mobile operator
system
SMS ad delivered
connection
Audience response
Interactive response
Audience response
……………

11. How’s RBT ad inventory works
?
Rini calling
Marko
Mak
ing c
all
Mobile operators Mobile marketing
(RBT server) system
connection
Rini will
hear RBT ad
Marko receiving
call
Rini’s call in g
ec e iv
R

12. SMS ad inventory
SMS ad has power of the interactivity feature, such as :
• Reply to the SMS ad.
• Polling or voting
• Question & answer campaign
• Click to call
• Put the call center number on the SMS ad, the
audience is just one-click away to make a call
• Click to browse mobile internet
• Put the wapsite/mobile site link on the SMS ad, the
audience is just one-click away to browse to your
mobile site. Ex: mobile.airasia.com

13. m-STARS mobile media audience
(data per week 1 Jan09)
Total Audience : 2,802,928
GENDER AGE CITY
MALE FEMALE < 18 18 - 24 > 24 All cities in
Indonesia
1,750,855 1,052,075 1,004,931 1,036,060 546,970
62% 38% 39% 40% 21%
confidential documents of mstars

14. m-STARS Mobile Marketing Case Studies

15. Case Studies…
SMS Ads for Airlines
Objectives & Plan:
Get potential passenger for
Baru! Baru! 2 Rute
New flying route.
baru AirAsia mulai
Sent SMS Ads. to 230K
26 Sep,,jkt-yogya
mulai Rp.99rb,,jkt-
Mobile Ads Subscribers
makassar mulai
Rp.199rb,buruan
beli di
www.airasia.com.
Jgn sampai
kehabisan!Air Asia
Advertiser Quote:
… awesome!!! Respond rate is
Better than KOMPAS

16. Case Studies…
SMS Ads Banking
Objectives & Plan:
Potential Customer Acquisition
Gratis iuran thn
At 9 big cities & Sent SMS Ads. to 60K
pertama & voucher
Giant 100ribu dari
Profile subs >= 21 yo
Kartu Kredit
Citi.Hanya utk
Anda.Ketik:Citi<spa
si>SMS<spasi>nam
a<spasi>kota.Kirim
ke
69999.Hingga:31Okt
08
Advertiser Quote:
… it’s better than “sales event” or
Canvassing.. & cost effective..

17. Case Studies…
SMS Ads for FMCG
Objectives & Plan:
Brand Awareness & Product Positioning
99.85% peserta
(21 days) 50K SMS Ads (event invitation) to
VitaCharm 3 Days
All gender above 25 year old in JABODETABEK Area
Challenge sudah
membuktikan
manfaat VitaCharm
untuk kesehatan
pencernaan dan
kelancaran BAB
dalam 3 hari.
Bagaimana dengan
Anda?
5000
Respondent to join the event competition
and make the direct impact to
sales

18. Case Studies…
RBT Ads
Objectives & Plan:
Brand Awareness
with 24 Mio RBT Impression
Result:
Brand Awareness at Calling
RBT 400K impress/day 0219xxxxxx
Advertiser Quote :
400K impression is better than
Radio…
The viral impact is out of our
Expectation
…rising star for advertising media

19. The challenge in mobile media,
How to create an interactive mobile
campaign ?

20. Ad creativity in Mobile Media
Mobile Media Ad Creativity
•Raffle/Undian
•Poll/Survey
RBT •Quiz
•RPG
Monolog/
•Pohon Cerita
Broadcast
SMS
•Ringtone
WAP
SMS
Profiled based on : •Wallpaper
Age, Gender, Cityi
•Video
MOBILE
Interactive APP.
CALL

21. m-STARS Mobile Marketing Program Lineup…
SMS INTERACTIVE : Voting, quiz, raffle, research, etc.
statistic
Fresh & spirit
person is enjoying
FANTA ORANGE
A everyday. Get now
and Get the spirit
what is your soft drink
favorite flavor?
a. Orange
segmentation
b. Apple RESULT
Reply with A or B
and send to 168
Cool & Calm
person is enjoying
FANTA APPLE
B everyday. Get now
and Get the spirit

22. m-STARS Mobile Marketing Program Lineup…
SMS INTERACTIVE : Pohon Cerita
STORY
option-A1
END
option-A
…
option-A2
STORY
BEGIN
…
option-B
A networked SMS Story which is can be used
for horizontal brand conversation…

23. m-STARS Mobile Marketing Program Lineup…
SMS INTERACTIVE : Click to Browse WAP/WEB
Get Free Pepsi setiap
pembelian Paket
Ayam di KFC
Click: Click to Browse
ad.m-stars.net/pepsi
Measurable RESPON RATE by using m-STARS
Mobile advertising WAP/WEB platform…

24. m-STARS Mobile Marketing Program Lineup…
MOBILE APPLICATION
Integrated channel distribution by using:
- SMS Advertising: Click to WAP/WEB
- Brand WAPSITE/WEBSITE
- Share-Download-Install
…build conversation between brand & customer
for brand evangelist creation…

25. Crowd,
r u creative enough to take this challenge ?

26. Mobile your creativity !