Matthew Valleskey

Director of Marketing, Mobile Services, Neustar

Taking the mystery out of mobile codes: Implementing ShortCodes and Barcodes into your traditional marketing.

Mobile is Now a Critical Component in the Advertising/Marketing Mix

•Mobile enables customer interaction with an active experience

• Mobile can tie together advertising initiatives … on the consumer’s terms

How Brands/Agencies/Advertisers Benefits As Mobile Channel Evolves, Advertisers Use Personalization Power To Drive Customer Loyalties

Evol

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Evolution of Media & Marketing Value Chain

Val

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Print

Radio

TV

Internet

Mobile

Grab attention with greater context/relevancy

Increase interest with user simplicity, immediacy & ease

Enhance desire by tuned content, more qualified offer with Metadata

Ease of payment and POS tie ins for Prospect to takes action on the offer

Ease of address book/community tie ins promote viral return for brand

Mar

ketin

g Va

lue

Cha

in

Awareness

Interest

Desire

Action

Loyalty

Mobile has the potential to improve advertiser reach & ROI with targeted and personalized

campaigns, reducing time between customer “awareness”

and “sale”

Mobile has the potential to improve advertiser reach & ROI with targeted and personalized

campaigns, reducing time between customer “awareness”

and “sale”

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Integrating Mobile Into Traditional Media: Make all Your Media Interactive

Mobile devices do more make calls• Text messaging ●Take pictures• Store content ●Web browsing• Email, IM/Chat ●mcommerce• Applications

Challenges:• Screens are smaller, resolution works differently on different models• Different models are not consistent in features supported, many different OSs• Data connections are required for many uses – bandwidth and cost an issue• Battery: consumption becoming larger user issue, esp. with certain apps that

are always “on” Benefits:

• Interactive• Send and receive messages- develop a two way conversation• Viral; exchange pictures, emails, videos, music, content & applications• Always on• Easily shared• Potential to be the most relevant, targeted and engaging medium

Defining Your Mobile Strategy:How and where does mobile fit into your plan?

• What are your goals» Brand awareness» Generate leads» New customers» Generate revenue» Build and enhance loyalty» Customer service» Create buzz» Viral marketing

• Campaign length» Seasonal» One off» Ongoing

• Make sure you allow enough time to develop, integrate with offline and implement» Campaign/program development» Application development» Short Code provisioning» Certification, Testing and on-boarding

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• Most Ubiquitous Communication Technology to Date» U.S. Monthly SMS messages: 187.7B» U.S. Annual SMS messages: 2.1T» U.S. Daily SMS messages: Nearly 6B» SMS Penetration is double that of Mobile internet (WAP)

• Enables Unbiased Subscriber Participation» No Smartphone, No Internet Access…No Problem!» Nearly 100% of cell phones in the US are SMS capable» An estimated 95% of existing mobile contracts have an SMS component (or

unlimited)

• Significant, Versatile, and Pervasive » 83% of SMS are opened & read within first hour, nearly 98% within a few

hours» Effectively deliver messages, WAP links, rich media, coupons, etc.» Consumers text more than talk, averaging 600 SMS per month!

» Compared to less than 200 voice minutes (calls) monthly average

Messaging & Common Short Codes:

Many types of campaigns: SMS, MMSContent Downloads

Games

mCommerce

Enterprise Applications

Alerts

Information/Search

Polls, Contests

Coupons

Loyalty/Rewards

Chat

In-Venue

Interactive Television

Content Downloads

Games

mCommerce

Enterprise Applications

Alerts

Information/Search

Polls, Contests

Coupons

Loyalty/Rewards

Chat

In-Venue

Interactive Television

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Benefits:• Broad device capability – nearly 100% of mobile devices are SMS enabled.

• High attention level – users rarely delete messages without opening and reading

• Push SMS offers contextual targeting based on content subscribed.

• Message resides on the phone and is available immediately (no wait to load).

• Allows marketer to reach opted-in audiences wherever they are.

• Interactive capabilities can engage users

• Parallel to direct mail / marketing

• Media rich through embedded links and MMS

Challenges:• Reach limited to opt-ins

• Non-graphical text format. Multi-media messaging capability has less penetration, but is growing.

• Multiple messaging “in boxes” for app messaging/IM solutions, some starting to offer “integrated in box”

Pre-requisites:• Short code (e.g. PIZZA/74992) or In-App messaging push

• Aggregator to handle delivery across networks; App Provider to handle customizing across OSs

• Follow MMA and Carrier Guidelines (mobile agency, application provider)

• Mechanism for user acquisition (ad network, tv, radio, print, outdoor, email, etc.)

Messaging: Most Ubiquitous & Consistently Available

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How Data Flows from a Common Short Code

(c) 2008 NeuStar, Inc. Confidential and Proprietary

www.usshortcodes.com

1) SEARCH Available Codes: www.USshortcodes.com VANITY (5 – 6 digit) RANDOM (5 Digit)

2) BROWSE VANITY CSCs Easy to Remember Cool Words

3) CREATE CSCA Account Reserve CSCs for 60 days

FREE of charge Update/Manage Applications

Securing Desired Common Short Code

© Neustar Inc. / Proprietary and Confidential

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CSC Case Study: Kaiser Permanente

Program Objectives: • Decrease appointment ‘No Shows’ (estimated cost $150 per)• Implement cost effective, efficient, Green solution (paperless) • Optimize operational activity within clinic

© Neustar Inc. / Proprietary and Confidential

Campaign: SMS Appointment Reminders (Pilot)

In support of Brand recognition/awareness, Kaiser secured the Vanity Common Short Code [KAISER] or [524737]

Results: The Pilot program ran for 1 month and transmitted a total of 32,864 text messages Success rate of 95.65% and experienced less than a 2% subscriber opt-out Appointment “no shows” dropped 73%, realizing $275,000 savings at a single clinic Based on the results of the pilot, Kaiser is expanding the program nationally and will support it

with branding, sales/marketing initiative as well as a more complex opt-in and opt-out policy

A survey conducted by the Consumer Health Information Corporation (CHIC) revealed that 41% of respondents cited SMS as the preferred method of notification with respect to reminders about

performing a health related task. Only 1.3% said they wanted to receive a phone call as a reminder.

A survey conducted by the Consumer Health Information Corporation (CHIC) revealed that 41% of respondents cited SMS as the preferred method of notification with respect to reminders about

performing a health related task. Only 1.3% said they wanted to receive a phone call as a reminder.

What is a Mobile Barcode?• 1-D barcodes are machine

readable codes that hold little data

• 2-D barcodes hold enough data to create fun and exciting mobile marketing opportunities

• Mobile Barcodes are printed or digitally rendered symbols that link consumers with interactive mobile content

• They transform traditional print mediums into mobile digital media – a powerful new media form where print, mobile and web converge

• Reach» Ubiquity across the broad base of mobile

subscribers» Bridges offline and online media

• Targeting messages and content» One to One, on demand interaction» Scan location and time» Knowledge of media placement

• Measurement» Ongoing measurement of results» Continuous refinement

English Alphabet inDatamatrix Code

English Alphabet inQR Code

© Neustar Inc. / Proprietary and Confidential

Barcodes are being used everywhere!

© Neustar Inc. / Proprietary and Confidential

Mobile Barcode Technology & Advertising

Consumer Perspective Customer sees ad, opens barcode reader

app on their device or downloads one

Place barcode within scanner’s camera view, reader decodes the barcode data

Barcode resolves instantly connecting user with digital content and/or other applications

Advertiser Perspective Place on packaging, store windows,

newspapers, outdoor advertising, magazines, television, etc.

Interact by delivering links to mobile websites, music, videos, or initiate native apps (Calls, Email SMS, GPS, etc.)

Measure program success & ROI through campaign manager systems and Web applications

Barcode Transaction Process

1. Business creates & publishes barcode

2. Consumer discovers & scans barcode

3. Barcode data tells handset to query Neustar

4. Neustar associates target services (ie url) and value added services (ie personalization)

5. Consumer accesses targeted content/services

Barcodes increasing, scans on significant rise and taking place at home, retail, grocery, work. Exact Target: 1 in 4 Smartphone owners scan QR codes

Developing Content • Text Messaging

» Develop content and message flow or hire specialized agency/developer» Text can be no more than 160 characters long» Spaces and carriage returns count as characters» You can spread your message across multiple text messages (not great user experience)

− Increases message flows− May lose the ease and quickness of the SMS platform

» Be sure to include compliance language and functions such as “Stop” or “Quit” and “Help”− This counts toward your character count

» Remember your timing− Marketing to different time zones− No one wants to get alerts at 3 AM

• 2D barcodes» Barcode engagements require a camera enabled phone, data plan, and scanning application

− Include ubiquitous options such as SMS to promote unbiased subscriber participation » Consider program objectives prior to selecting barcode content

− Ensure call-to-action is relevant, enticing, and provides clear expectations» Ensure necessary campaign management tools for tracking, analysis, and refinement» Beware of barcode placement, avoid bad user experiences (location, size, surface, etc.)» DO NOT Assume your audience is familiar with the technology, include comprehensive instructions» Associated Content /Website must be optimized for Mobile » Test, Test, and Test Again

− Confirm a consistent experience across different devices, scanning apps, OS’s, etc.

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Developing Content • Mobile Applications

» Requires customization by OS and device» Requires download on subscribers device» Design application with the following in mind:

− Purpose- What will the application do/how do you want subscribers to use it− Audience- What is target markets for application− Phones/devices- What devices does your target market have - or are you just targeting certain device(s)?− Mobile operating systems- What mobile phone operating systems will you support− Carrier networks- Will the application work on all carrier networks

» Will you design your own application or hire a mobile application developer» How will you keep your App poised for new users to discover (or) existing users to engage with?

• 2D barcodes» Barcode engagements require a camera enabled phone, data plan, and scanning application

− Include ubiquitous options such as SMS to promote unbiased subscriber participation » Consider program objectives prior to selecting barcode content

− Ensure call-to-action is relevant, enticing, and provides clear expectations» Ensure necessary campaign management tools for tracking, analysis, and refinement» Beware of barcode placement, avoid bad user experiences (location, size, surface, etc.)» DO NOT Assume your audience is familiar with the technology, include comprehensive

instructions» Associated Content /Website must be optimized for Mobile » Test, Test, and Test Again

− Confirm a consistent experience across different devices, scanning apps, OS’s, etc.16

Final Thoughts• The mobile device is probably the best communications device ever invented and

will likely be the best media channel ever to engage consumers

• Has more potential reach than any other medium in use today

• Has more relevancy, targeting and measurement potential than any medium

• Mobile Marketing is not a silver bullet

• Have a plan before you implement

• Integrate mobile into your traditional marketing» There is some mobile pieces that can be used in all media

• Mobile can make all your media interactive

• Don’t plan your mobile strategy in a bubble, find use cases and best practices

• Do your homework when selecting mobile vendors: are they financially strong? Do they follow industry guidelines and best practices? Are they aware of regulatory and legal requirements? Will they represent your brand appropriately?

• Test, Test, Test

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Resourceswww.usshortcodes.com

www.mmaglobal.com

www.ctia.org

www.mobilemarketer.com

www.iab.com

www.gomocode.com

www.mefmobile.org

Matthew.valleskey@neustar.biz

QUESTIONS?Thank you!