Demystifying the World of M-Commerce An introductory webinar from MEF, featuring: Gary Schwartz, CEO, Impact Mobile Ramesh Kumar, Head of Couponing and Ticketing, Americas, 2ergo Kunal Gupta, CEO, Polar Mobile Ran Farmer, Managing Director, NetBiscuits Andy Kleitch, CEO, Billing Revolution

1. Mobile Commerce
Gary Schwartz, Impact Mobile
• Ramesh Kumar, 2ergo
• Kunal Gupta, Polar Mobile
• Ran Farmer, NetBiscuits
• Andy Kleitch, Billing Revolution

2. Thank you for your interest in the
Mobile Entertainment Forum M-Commerce Initiative.
To view the full audio-visual webinar please visit:
www.m-e-f.org/initiatives/m_commerce/m_commerce_webinar/

3. Tethered Billing
Andy Kletsch, Billing Revolution

4. Mobile Payment Landscape
Linkedin: “MEF MOBILE COMMERCE” 3

5. Remote Payments
Linkedin: “MEF MOBILE COMMERCE” 4

6. Single-Click Stats
 Average transaction size
$10.50 - $12.00
 Average spent on virtual
currency $16.00
 Average spent on physical
goods $48.00
 85% of consumers single-
click enable their device
Linkedin: “MEF MOBILE COMMERCE” 5

7. How to Build Your Own Mobile Checkout
 Purchase page rendering
 Avoid usernames/passwords
 Do not force users to visit web site
 Self service tools
 Customer service reps tools
 Rights management
 Bandwidth constraints
 Testing
 Legal considerations
 International
Linkedin: “MEF MOBILE COMMERCE” 6

8. M-Storefront
Ran Farmers, NetBiscuits

9. Customer
eBay is the world's online
marketplace, enabling
trade on a local, national
and international basis
Solution
Mobile Commerce Web
Portal with easy access to
eBay search, My eBay,
auctions and bids, SMS
alerts
Launch
2003 (Redesign 2008)
Market
Available in + 10
countries & languages
URL
m.ebay.com
wap.ebay.de
wap.ebay.ie
Linkedin: “MEF MOBILE COMMERCE”

10. Customer
Public Storage operates
over 2,100 company-
owned locations in the
United States and
Europe.
Solution
The mobile portal allows
full access to the Public
Storage reservation and
booking system via
mobile phones.
Launch
Feb. 2010
Markets
USA
URL
m.publicstorage.com
Linkedin: “MEF MOBILE COMMERCE”

11. Customer
Amway Global is the
number-one online
retailer in Health &
Beauty based on sales,
and 22nd among all e-
commerce sites,
according to Internet
Retailer magazine’s
“Top 500 Guide.”
Solution
The mobile portal
allows full access to
the Amway Global
online store via mobile
phones.
Launch
2009
Markets
USA, World
URL
m.quixtar.com
Linkedin: “MEF MOBILE COMMERCE”

12. Device-specific
optimization is key
for reach and
results
And increasingly
requires broader
convergent cross
platform delivery
Linkedin: “MEF MOBILE COMMERCE”

13. App Economics
Kunal Gupta, Polar Mobile

14. About Polar Mobile
Global Media Customers, industry alliances & technology partners
Linkedin: “MEF MOBILE COMMERCE” 13

15. Monetization Strategies – Mobile Apps
App Revenue
Ad-Supported Premium
Premium
Sponsorships App Content
Inventory
Ad Networks Features
Linkedin: “MEF MOBILE COMMERCE” 14

16. Distribution Strategies – Mobile Apps
OEM App Stores
Publisher Distribution
Third-Party Stores
PR & Social web
Pre-loads
Linkedin: “MEF MOBILE COMMERCE” 15

17. M-Couponing
Ramesh Kumar, 2ergo

18. Challenge:
• Differentiate Orange brand
• Reduce Orange Churn
• Increase cinema sales
Solution:
• Promotion: 2-for-1 cinema tickets on Wednesday
• Customer receive 2-4-1 unique text ticket codes on the mobile
• Text-code is redeemed through a wireless redemption device at
the cinema
• Advertising Method: Bill Inserts, London Tube posters, outdoor
media, targeted film magazines, national press, radio and online ,
National TV
Results:
• 2.5% reduction in churn (£60m/year)
• Wednesday now second highest day after Saturday
• Over 400,000 coupons redeemed per month across a base of 10
million customers
• Orange Wednesdays has a strong brand recall and has been
extended into other promotions
Linkedin: “MEF MOBILE COMMERCE”

19. Orange Wednesdays – How it works
1 2 3a 4
 Customer  Receive mobile
texts in voucher (8  Mobile voucher  Free cinema
“Film” to digit PIN number entered ticket given
shortcode 241 number directly into the away and
embedded in box office till reconciled on
the SMS the back end
message)  Run targeted
3b outbound CRM
2ergo™ campaigns
Server
 Real time and secure
coupon validation
 Data Capture and stored
for reconciliation
 Discount reconciliation
Linkedin: “MEF MOBILE COMMERCE”

20. Device Type Influences Features Used
Linkedin: “MEF MOBILE COMMERCE”

21. Vertical Horizontal
(in-channel) (cross-channel)
VS.
Linkedin: “MEF MOBILE COMMERCE”

22. Consumer Shopper
(branding) (marketing)
VS.
Linkedin: “MEF MOBILE COMMERCE”

23. Thoughtful $ Impulse $
VS.
Linkedin: “MEF MOBILE COMMERCE”

24. Thank you for your interest in the
Mobile Entertainment Forum M-Commerce Initiative.
To view the full audio-visual webinar please visit:
www.m-e-f.org/initiatives/m_commerce/m_commerce_webinar/
To learn more about the initiative and how your company can
become involved, please visit:
www.m-e-f.org/initiatives/m_commerce/