1. Multi channel marketing and mobile campaigns

2. What is Mobile Marketing ?
Ability to connect brands to customers via the mobile phone
Mobile acts as a Content delivery as well as direct response vehicle.
Big tool for “Customerization”- Combining operational driven mass customization with customized marketing in a way to respond to individual consumer need on product services and messages on one to one basis.
Three prime characteristics of mobile as a marketing channel:
Location specific
Personalized
Interactive 2

3. Why Market To Consumers Via Mobile Phones?
Consumers use mobile phones as their “first screen” not their “third screen”:
• 580M+ mobile phones in China
• 340M+ mobile phones in Western Europe
• 310M+ mobile phones in the US
• 470M+ mobile phones in India
 Consumers have a 1:1 relationship with their mobile phone:
• Almost never a shared device unlike television or the PC
• Kept close at work, at home, on-the-go
• Personalized – brand, color, features, ring tones, are highly customized
 Consumers are increasingly using their phones for more than just calls:
• Content (games, sports scores, maps) is driving consumer data usage
• Improved screen quality (color and size) is making rich media desirable
• Enhanced networks are making mobile data useful and usable
* Estimates based on a KPMG study

4. Mobile Marketing – Successful campaigns
App sponsored to Deliver new product line to mobile shoppers, with models displaying new summer look
Drugfree.ORG biggest public service campaign to prevent teen from drug abuse-Used cha-cha data base to deliver free answers on related topics
Intel-Meet the processor campaign” to drive customers to Website using exact broad match key words in Bing online serach
Westin Ad on weather channel of iPhone –Exceptionally rich powerful mobile rich media campaign

5. Mobile Marketing medium and formats
Delivery Medium
Formats
Messaging
Display
Click-to-Web
App-within-an-app
Click-to-call and click-to-text
Click-to-rich media
Search
Google’s innovations ( Location based search ”near me now” , Map Navigator, Voice search, Goggles-Image search
Video ad formats
Launch of iPad
SMS marketing
MMS marketing
Mobile marketing via IVR
Mobile marketing via Social media
WAP marketing
Mobile marketing Via Mobile TV channels- Break thru

6. Recent trends
Economic downturn -> Downward trend in advertising spends
However, mobile market is bucking that trend
Apple's iPhone & iPad as a platform
Strong growth in startups developing these platforms
Giants like Google and Apple also in the race
Smartphone platforms like Android, IOS, Bada supporting app eco systems
Developments across globe enabling mobile advertising process
Launch of cross-networks media packages (Sweden, Estonia and Lithuania)
GSMA Mobile Audience Measurment (UK, Germany and Sweden)
Organization of industry events to share best practices

7. Technology offerings 7

8. Opportunity Smart phones Technology Increase in Smart phones sales
Advent of 3G
HSDPA
UMTS
WIMAX to be rolled out soon
Future prospects
LTE 4G
High speed data transfer
Technology
Increase in Smart phones sales
~ 100% growth YoY
Multi-utlity
Apple App store has 350K mobile apps with 65K iPad apps
Android :150k apps.
Mobile ad spends expected to cross $2.5Bn by 2014 from current 700mn
Devices with superior Form Factor (iPad)- High end experience and engagement

9. Leveraging Mobile marketing into your market mix
Consumers dependence on mobile makes it one of the most potent channels in the market mix.
Source: Jupiter Research
Mobiles biggest advantage is that it gives legs to your other channels such as catalogs, retail stores, direct response television , Radio and E-commerce. (Text response superior)
Being a always –On connected device has the unique capability to direct a consumer from one touch point to another making path to purchase less complex and generates better ROI by enhancing all your channels to drive better traffic.

10. Social Media has become as all-pervasive as Search Engines since Jan 2010
Dec 2010: Social Networking traffic exceeded Search Engine traffic
March 2010: Facebook.com traffic equalled Google.com traffic
(Sources: HitWise.com)

11. People spend more time on Facebook than Yahoo or Google
(Sources: Comscore, US Stats)

12. 65% of Fortune 100 companies are using Twitter to improve customer experience
(Sources: Edison Research, Apr 2010; Burson-Marsteller Study, Jan 2011)

13. Mobile Marketing Tools
m-REACH Overview
Contest/Vote/Poll Service
m-REACH is an end to end secure hosted transaction platform which brings non-traditional value added services on mobile (SMS, Voice & GPRS) in record time without much additional network infrastructure.
Businesses can integrate with this platform to deliver their existing internet services into the mobile space (SMS/Voice/GPRS).
Powerful feature of m-Reach mobile client is ability to download once and subscribe to any future services as and when it is available
Platform consists of messaging service, content storage & management and Mobile Internet Portal Publishing
Lead Generation Services
Mobile Coupons
Product/ Service
Feedback, Survey
& Reminder service
m-REACH
Service delivery
platform
Mobile tickets
Location based Services
using social media
Mobile Subscription
Services
Voice Broadcasting
Call me Service
Mobile Pictures paperless
delivery
Mobile Appointments

14. Features
m-REACH services are available in packaged SAAS services for many verticals
Instantly Enterprise can launch MVAS service
m-REACH is a self service platform, which doesn’t require any technical knowledge to operate
As per the needs of the enterprise, enterprise can purchase the available package and start using immediately
Payment can be done through online & offline
m-REACH packages are available for affordable price that too pay as you go model

15. Using m-REACH
Businesses can send personalized, relevant text messages to customers.
Enterprises/business can broadcast text messages to thousands of customers in a single go. The message can be info about a new product, update about the business etc.,
Customers can contact businesses through mobile and auto-respond to their queries.
Field staff, employees on the move can retrieve real-time business info using their mobile to make better decisions.

16. Market Focus Retail Chains Automobile Service Centers Media Companies
Automobile & Realty Dealers
Clinics & Hospitals
Financial Institutions
Beauty Salon
Education

17. Our Services

18. m-Coupon
m-Coupons are used to increase sales and promote consumer loyalty.
Goals of coupon are encouraging repeat purchase, increasing product awareness, getting consumers to try a new product, moving overstocked inventory, targeting specific markets, softening the blow of price increase, launching a new marketing campaign, trading consumer up and responding to competitive pressure.
Eg: SMS Pizza to

19. Picture Classifieds Eg: SMS TAJ to 56263000
Picture Classifieds turn any static, traditional advertisement medium into an interactive, direct-response medium. Home buyers have instant and effortless mobile access to full property information and photos directly from signage, print ads, flyers, vehicle Ads, bus benches and television ads
Eg: SMS TAJ to
Prospect just need to Text to the brand name and our m-REACH system will respond with picture of the house
The Buyer is presented with a list of available pictures to view
The Buyer clicks on the picture links

20. Picture Classifieds Advertiser message
Advertiser Ad image, Advertiser can upload from 3 to 15 images at max
Advertiser message
Automatically dials advertiser phone number, when user selected
When selected, user will be redirected to URL specified by advertiser
Consumer can see other view of the house, by clicking on the given links

21. GPRS Appointment Service
Mobile Appointment service make ease to customers to get an an appointment with Hospitals/ Fitness center/ Automobile Service center/ Table Booking
Consumers can book an appointment on the go
Consumer just need to TEXT the specified brand name and our m-REACH system will return a WAP link, which need to be clicked. Here consumer will be given option to select consultants and their available date and time and finally they schedule an appointment with them
Send SMS to
Receive an SMS with the link, click on the link (or) open your web browser and paste the link
Choose Services say Facial, Bridal Services
Select Staff
Click on the date and time as you would like to book an appointment
Enter Booking Message and fix the appointment
Get Appointment confirmation by SMS

22. SMS LAKME to 56263000 Real Time Calendar Services Staff Name
Confirmation
Message
Brand Logo
Services
Staff Name

23. SMS Appointment Service
SMS service make ease to customers to get an appointment with Hospitals/ Fitness center/ Automobile Service center/ Table Booking
Consumers can book an appointment on the go
To book an appointment with the Doctor/ Beauty Consultant/ Clinic, consumer just need to take their mobile phone and TEXT to the specified short/ long code and followed with the comments.
Receive an instant Appointment confirmation by SMS
Eg: Send SMS to Columbia followed by your message to Eg: SMS Columbia Hi I am Jack would like to fix an appointment with Jerry on January 7, 2010 to
Receive an instant Appointment confirmation by SMS

24. SMS/Voice Service Feedback
SMS/voice is a powerful medium to capture feedback
Consumer promptly can give the feedback for the product/ service through SMS/Voice, which they have purchased, Consumer just need to TEXT/CALL to the brands short/long code and followed by the comments
Eg: Feedback Jolly 91 to
Based on the Feedback, reply message is generated
Retailer can set logic, based on that condition; it will alert concerned person/ sales manager

25. SMS/Voice Product Feedback
SMS/Voice is a powerful medium to capture feedback
As soon consumer purchase the Product/ Service from the store, our m-REACH System trigger an SMS to the customer mobile, which captures the feedback for Product/ Service through SMS/Voice. Consumer will rate the quality of product Based on customer rating, it automatically sends a follow-up message. If customer rated poor for the received service/ product, our m-REACH system alerts concerned department/ person
Based on the Feedback, reply message is generated

26. SMS/Voice Voting Voting can be done through SMS/Voice
Media Companies can create various types of attractive SMS/Voice voting campaigns such as, survey, poll, quiz, etc and publish the result in real-time
A customer sees the Ad in media channel , which ask TV viewers to predict the FIFA winner and interested viewer can cast their vote by sending a text msg to a Short/ Long code
Cast to your vote to favorite movie and win tickets to Italy
Eg: FAVMOV A/B/C
A>Avatar
B>Iron Man
C>Twilight
Pls reply with FAVMOV A/B/C to

27. m-Ticket m-Ticket is a 2-WAY SMS Ticketing Service
Eg: Parking Ticket & Metro Pass
SMS Ticket

28. SMS Subscription Service
SMS Subscription offer alert service to consumers, consumers receive daily or weekly content on their cell phone, such as jokes, horoscopes, news reports, weather updates, offers, coupons, ringtones. This is an opt-in SMS service, which help to record customer preference
Enterprise creates a special interest group/ premium group. As and when offer arrives/ announcement made, it will alert their subscribed customers
Interested customer can opt-in to SIG through SMS, by simply texting STARBUCKS OFFER, by subscribing to the SIG, Customer will receive periodic update into their mobile. Here option given to the customer to Opt-out from the SIG by texting STARBUCKS STOP
Eg: SMS STARBUCKS to & SMS Stop to

29. SMS4Info Eg:SMS SobhaPrice 2BHK
m-REACH can turn printed Advertisement into an interactive medium
When ever user queries to a pre-defined keyword, our m-REACH system will send an instant reply
Eg:SMS SobhaPrice 2BHK

30. Business Template Case 3: Event Based
Eg: SMS stocks Infosys to
Enterprise can schedule/ deliver dynamic SMS using Business Template
User can query enterprise database through SMS and get the desired result as SMS. Business Template replace the customer care center
2-Way
SMS
Case 3: Event Based

31. SMS/Voice Reminder Service
Using m-Reach reminder service, Enterprise can remind their customer regarding payments, events, important meetings & Anniversary days
Enterprise can set reminder SMS/Voice to their customer
SMS/Voice reminder service is ease to use.
SMS/voice reminder helps to retain the customer base
Eg:

32. Ad-Funded SMS
Enterprise can inject third party advertisement into their outgoing SMS
API is provided event driven messages and for system generated messages
Eg: Third party Advertisement is injected in the out going SMS

33. SMS Contest
Enterprise can run SMS contest to engage with their prospects/ customer
SMS contest, it's applicable to any type of companies who like to attract mass audience in low budget
Eg: Media Company is interested to engage with their customer through mobile, Media companies conducted contest on mobile, which is displayed in OOH and other mass media medium. Customer who interested to take part in the contest, they just need to take their mobile phone and reply with the answer. Our m-REACH system find outs the winner by certain logic

34. WAP Push
Multimedia / rich content such as ring tones, wallpaper, games and micro sites can be pushed through WAP push
Eg;
Msg Received From FIFA2010
Show
Cancel
Please Click here to Download FIFA Wallpapers
From FIFA2010
Send
Cancel

35. Bulk SMS
Bulk SMS useful for SMS blasting. Enterprise can reach millions of customer at a lesser cost and where conversion rate is very high
m-REACH enables business communication over the mobile, creates new customer touch points for company and client communication
Cost effective marketing platform and wider audience reach
Bulk SMS can be used for Product launch, Alerts, Promotions, Announcement & Marketing campaign etc

36. CSV Template
CSV Template is beneficial when enterprise personalizing and sending bulk SMS
Its easy to use and very effective for mass SMS
Eg: SMS content is generated from CSV file
Dear <Name>, Your Examination Marks as follows Mat -<MatMark>, Phy -<PhyMark>, and Computer Sci -<CSMark>
Send
Cancel

37. SMS Branding
SMS Branding increase the brand value of the product/ service
SMS branding distinct from regular SMS
Brand name will be there in all outgoing SMS
Eg:

38. Customized Enterprise Messaging Solution
Latchiya team helps client to built Custom Messaging solution. Our capabilities are
SMS, Voice and WAP based solution
Mobile Application

39. Voice Broadcasting
Voice Broadcasting is a service that automates huge voice calls to mobile/telephone users to play a pre-recorded messages. The system can get touch tone inputs to collect user information and can deliver content or information through SMS.
Voice Broadcast service calls numbers from a m-REACH campaign database and plays a pre-recorded message to the call recipient.
Reach the target customer with their local language.
Text to speech and Data conversion.

40. Text to Talk
m-REACH Call Me service can turn web, media and printed advertisement into a interactive medium to generate leads to sales and service representatives or Call Centers.
Reduces the lead time.
Enterprise doesn’t miss any leads.
Instantly connected as soon as the customer shows interest.
Increases conversions.
Eg:
Customer sends KEYWORD to Short code/Long code
m-REACH calls the brand’s sales person
m-REACH then calls the customer who showed interest.
Customer picks up the call and the call is patched with Sales personnel.

41. sales@latchiya.com http://www.latchiya.com
Thank You