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mm--STARSSTARS

Mobile MediaMobile Mediainteractive, reach & relevance for BRAND horizontal conversationinteractive, reach & relevance for BRAND horizontal conversation

italo@mitalo@m--stars.netstars.netChief Commercial OfficerChief Commercial Officer

www.mwww.m--stars.netstars.net

Mobile as a Media

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)

Interactive Media IndonesiaMobile vs Fixed Internet user in Indonesia

2002A

Internet User

- Growth

Mobile Subscribers

population

- Growth

Internet Account

234,893 258,820238,453 241,970 245,450 248,880 252,260 255,570231,326

2003A 2004A 2005A 2006A 2007A 2008A 2009E 2010E

11.548

-

4,440

-

854

19,086 32,228 51,465 70,614 86,533 100,321 134,500 146,500

65% 69% 60% 37% 23% 16% 12% 8%

8,802 14,388 16,830 20,486 22,707 25,036 25,836 26,657

98% 63% 17% 22% 11% 10% 3% 3%

2,6951,100 1,744 2,113 2,330 2,556 2,6251,499

in ,000

What is Mobile Media ?

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).

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.

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)

2 Main Mobile Media InventoryTargeted (SMS can be targeted for certain profile based on advertiser requirements) :

1. SMS Ad : SMS delivered to the audience maximum 5 SMS ad per dayFormat : 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.

Mobile marketingsystem

How’s SMS ad inventory works ?

SMS ad delivered

Audience response connection

Mobile operator

Interactive response

Audience response

……………

Mobile marketing system

How’s RBT ad inventory works ?

Making call

connection

Mobile operators(RBT server)

Rini callingMarko

Marko receiving Rini’s call

Receiving call

Rini will hear RBT ad

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

m-STARS mobile media audience(data per week 1 Jan09)

confidential documents of mstars

Total Audience : 2,802,928

GENDER AGE

< 18 > 24

1,004,931

39%

546,970

21%

18 - 24

1,036,060

40%

CITY

MALE FEMALE

1,750,855

62%

1,052,075

38%

All cities in Indonesia

m-STARS Mobile Marketing Case Studies

Case StudiesCase Studies……SMS Ads for AirlinesSMS Ads for Airlines

Baru! Baru! 2 Rutebaru AirAsia mulai26 Sep,,jkt-yogyamulai Rp.99rb,,jkt-makassar mulaiRp.199rb,buruan beli diwww.airasia.com. Jgn sampaikehabisan!Air Asia

Objectives & Plan:Objectives & Plan:Get potential passenger forNew flying route.Sent SMS Ads. to 230KMobile Ads Subscribers

Advertiser Quote:Advertiser Quote:… awesome!!! Respond rate isBetter than KOMPAS

Case StudiesCase Studies……SMS Ads BankingSMS Ads Banking

Gratis iuran thnpertama & voucher Giant 100ribu dariKartu KreditCiti.Hanya utkAnda.Ketik:Citi<spasi>SMS<spasi>nama<spasi>kota.Kirimke69999.Hingga:31Okt08

Objectives & Plan:Objectives & Plan:Potential Customer AcquisitionAt 9 big cities & Sent SMS Ads. to 60KProfile subs >= 21 yo

Advertiser Quote:Advertiser Quote:… it’s better than “sales event” orCanvassing.. & cost effective..

Case StudiesCase Studies……SMS Ads for FMCGSMS Ads for FMCG

99.85% pesertaVitaCharm 3 Days Challenge sudahmembuktikanmanfaat VitaCharmuntuk kesehatanpencernaan dankelancaran BAB dalam 3 hari. Bagaimana denganAnda?

5000Respondent to join the event competition

and make the direct impact to sales

Objectives & Plan:Objectives & Plan:Brand Awareness & Product Positioning(21 days) 50K SMS Ads (event invitation) to All gender above 25 year old in JABODETABEK Area

Case StudiesCase Studies……RBT Ads RBT Ads

Calling0219xxxxxx

Objectives & Plan:Objectives & Plan:Brand Awarenesswith 24 Mio RBT Impression

Result:Result:Brand Awareness at RBT 400K impress/day

Advertiser QuoteAdvertiser Quote : 400K impression is better than Radio…The viral impact is out of our Expectation…rising star for advertising media

The challenge in mobile media, How to create an interactive mobile

campaign ?

Profiled based on :Age, Gender, Cityi

SMS

RBT

Monolog/Broadcast

Interactive

SMS

MOBILEAPP.

CALL

WAP

•Raffle/Undian•Poll/Survey•Quiz•RPG•Pohon Cerita

•Ringtone•Wallpaper•Video

Mobile Media Ad Creativity

Ad creativity in Mobile Media

m-STARS Mobile Marketing Program Lineup…SMS INTERACTIVESMS INTERACTIVE : Voting, quiz, raffle, research, etc.: Voting, quiz, raffle, research, etc.

what is your soft drink favorite flavor?a. Orangeb. AppleReply with A or B and send to 168

A

B

Fresh & spiritperson is enjoying FANTA ORANGE everyday. Get nowand Get the spirit

Cool & Calmperson is enjoying FANTA APPLEeveryday. Get nowand Get the spirit

RESULT

statistic

segmentation

m-STARS Mobile Marketing Program Lineup…SMS INTERACTIVESMS INTERACTIVE : : PohonPohon CeritaCerita

STORY BEGIN

A networked SMS Story which is can be used A networked SMS Story which is can be used for horizontal brand conversationfor horizontal brand conversation……

option-A

option-B

option-A1

option-A2

STORY END

……

……

m-STARS Mobile Marketing Program Lineup…SMS INTERACTIVESMS INTERACTIVE : Click to Browse WAP/WEB: Click to Browse WAP/WEB

Get Free Pepsi setiappembelian PaketAyam di KFC

Click:ad.m-stars.net/pepsi

Click to Browse

Measurable RESPON RATE by using mMeasurable RESPON RATE by using m--STARSSTARSMobile advertising WAP/WEB platformMobile advertising WAP/WEB platform……

m-STARS Mobile Marketing Program Lineup…MOBILE APPLICATIONMOBILE APPLICATION

……build conversation between brand & customerbuild conversation between brand & customerfor brand evangelist creationfor brand evangelist creation……

Integrated channel distribution by using:Integrated channel distribution by using:

-- SMS Advertising: Click to WAP/WEBSMS Advertising: Click to WAP/WEB-- Brand WAPSITE/WEBSITEBrand WAPSITE/WEBSITE-- ShareShare--DownloadDownload--InstallInstall

Crowd, r u creative enough to take this challenge ?

Mobile your creativity !