Mobile Advertising Kit

Last updated by the Marketing Department , April 2011

C O N T E N T S

What is mobile advertising?

Intro to mobile advertising in Egypt

Channels

Measurements of success

Case studies

Rate card and technical specifications

What is Mobile Advertising?

Mobile advertising is any advertising offer, promotion or incentive from a third party advertiser provided to Vodafone’s mobile customers via Vodafone’s network or to mobile internet users via associated Sarmady products and services .

Acquired by Vodafone Egypt in 2008, Sarmady became Vodafone's digital arm and is able to utilize Vodafone's depth of customer insight, reach and targeting.

Take your marketing into the mobile world

Whether you’re looking to acquire new customers or deepen the relationship with existing ones, nothing connects like a mobile marketing campaign.

It’s about taking your campaigns into exciting territory. Because the mobile phone has become more than just a voice and a text device – with the mobile internet and other developments it’s a whole new way of communicating. It’s personal, always on, always with you and it comes with an integrated response mechanism.

Intro to Mobile Advertising

Mobile - your direct line to consumers

What makes the mobile phone such an exciting marketing tool? To put it simply, it’s the world’s most essential personal device.

The number of mobile phone subscriptions in Egypt hit more than 70 million in 2010, out of which more than 50% are Vodafone subscribers. 8 million Egyptians access the Internet from their mobile.

But the power of mobile as a marketing tool isn’t just about the numbers – it also derives from the central social role of mobile phones in our everyday lives.

They’re important because they’re indispensable, but also because they’re ours. They contain our contacts, our messages, our ringtones, our music, our pictures… They are, in fact, the only truly personalized mass media device.

Experience Mobile Advertising now!

Mobile Advertising Channels

Messaging ChannelsApproach your potential customers through text and multimedia messages:

SMSMMSPCM inserts

Internet ChannelsCommunicate online with your targeted public:

Banners: expose your promotional message to million of mobile internet users through banners on various mobile sites and mobile applications.

Branded mobile sites: have a mobile site for your advertising campaign.

ApplicationsOffer value to your customers through branded mobile applications.

Messaging ChannelsMobile Advertising Channels

SMS

SMS is a media channel with high degree of interactivity, dedicated specially for immediate promotion actions.

The 140 characters for English and 70 for Arabic ensures a high view rate, specially that these messages are read right after receiving them.

MMSThe MMS channel offers the targeted audience a multimedia experience (images, sound and video), exposing a complex and attractive image of your offer, through which you can grow the brand loyalty.It can have 3 slides with either text, images, audio files or videos.

PCM Inserts

Your promotional messages will be inserted in the notifications received by Vodafone users when someone asks them to call them back. First characters are allocated to the notification message, and the other 42 characters are reserved for your advertising message. Millions of such notifications are send everyday, so your promotion potential is high.

PCMMMSSMS

Targeting capabilities:• Geographic Lifestyle (clients that most probably live, work, shop or go by certain cities)• Bill expense• Handset type

No SPAM!• Sarmady is the exclusive seller of mobile advertising for Vodafone Egypt. • Mobile subscribers of Vodafone Egypt can opt-out from receiving message ads.

Mobile InternetMobile Advertising Channels

Mobile Internet marketing offers the creative scope of the internet with the extra dimension of mobility to reach your target market any time, anywhere.

The creative possibilities are compelling and customers can interact with your brand in many ways; from downloading content, competition entries to data gathering. These opportunities give customers a rewarding experience, drive sales and build deeper relationships by steering them to a mobile site that brings your brand to life.

Drive engagement and usage by rewarding customers with free content for participating in a campaign.

Integrate the creative theme with your message or banner media to create a seamless experience.

Provided the customer agrees to opt-in, we can capture participating numbers along with their profiles to provide in-depth reporting.

SSR by FilGoal iPhone app FilGoal.com mobile site

Mobile Internet: bannersMobile Advertising Channels

Mobile marketing with FilGoal.comFilGoal.com is the number one destination for football fans in EgyptCategory: Sports

Launched in 2000, FilGoal.com has lots of years of experience and it became the most trusted reference for sport news in Egypt.

Key facts

Around 400,000 unique users every month on the mobile site.

20,000 downloads of the “SSR by FilGoal” iPhone application

How does it work?Your banner is integrated into FilGoal.com mobile site and application by our dynamic ad server MADS.

* Average statistics for 6 months, Aug. 2010 – Jan. 2011

Your banner

Your banner will appear in this space

Your banner

Mobile Internet: bannersMobile Advertising Channels

Mobile marketing with ContactCars.comContactCars.com is the number one automotive site in Egypt and in the Middle East region.Category: Automotive

Launched in 2003, ContactCars.com is an Arabic-language website, and an accurate, up-to-date source for automotive prices, car service dealers and car agencies in Egypt.

It is the only site in the region that has multiple channels: a mobile-version and mobile applications for BlackBerry and iPhone platforms. Through the mobile applications, users can access almost all the content and features of the website itself.

Key facts

Around 36,000 unique users every month on the mobile site.

18,000 downloads of the applications

How does it work?Your banner is integrated into ContactCars.com mobile site and application by our dynamic ad server MADS.

* Average statistics for 6 months, Aug. 2010 – Jan. 2011

ContactCars.com iPhone application

Your banner

ContactCars.com mobile site

Your banner

ContactCars.com BlackBerry application

Your banner

Mobile Internet: bannersMobile Advertising Channels

Mobile marketing with FilFan.comFilFan.com is the leading Arabic-language entertainment portal in the Arab regionCategory: Entertainment

Launched in 2006, FilFan.com offers in depth movies and television updates and news, as well as extensive coverage of more than 100 events a year ranging from concerts, cultural events, to movies premiere and cinema or music festivals.

Key facts

Around 100,000 unique users every month on the mobile site.

How does it work?Your banner is integrated into FilFan.com mobile site by our dynamic ad server MADS.

* Average statistics for 6 months, Aug. 2010 – Jan. 2011

Your banner

Your banner will appear in this space

Mobile Internet: bannersMobile Advertising Channels

Mobile marketing with eBuddy.comCategory: SocialeBuddy.com is a web based instant messaging service that allows users to chat online with friends on MSN, Yahoo, AIM, ICQ, GTalk, Facebook and MySpace IM.

Key facts

1.3 million unique users per month.Gender split: male = 53.2% female = 46.8%Largest group of users aged between 13-2448 minutes online per session65% uses eBuddy several times a week145 buddies in list on averageInterested in mobiles, games, music & movies80% browse the mobile web several times a week

How does it work?Your banner is integrated into eBuddy.com mobile site and application by eBuddy’s ad server.

Targeting OptionsAge, Gender, Time, Country, Handset

* Average statistics for Nov. 2010 – Mar. 2011

Mobile Internet: bannersMobile Advertising Channels

Mobile marketing with eBuddy.com

eBuddy is the world’s fastest growing mobile IM platform and can be divided into 5 mobile IM versions:

• eBuddy Lite Messenger (browser-based version, available on any mobile device, Sony PSP, iPhone and iPod Touch)• eBuddy Mobile Messenger (downloadable application, available for any mobile phone)• eBuddy for Android (free version, available in the Android Market)• eBuddy for iPhone and iPod Touch (free version, available in the App Store)• eBuddy Pro for iPhone and iPod Touch (paid version, available in the App Store)

Mobile Internet: bannersMobile Advertising Channels

Mobile marketing with eBuddy.com - Standard mobile advertising iPhone advertising

Mobile Internet: branded mobile siteMobile Advertising Channels

Engage your fans with a mobile-friendly, branded website powered by Sarmady!

Features & Benefits

Example of a branded mobile site -

“mujaz.me"

With more and more people consuming content away from their desktops; you'll want to ensure your brand's

messages are accessible on mobile devices.

Our team develops eye-catching Web pages specifically designed to be read on a diverse array of mobile

platforms. Even if you already have a mobile Web site, our team can enhance functionality and optimize design

to ensure your messages stand out.

People are now increasingly browsing the web using their mobile phones. Have a mobile site created to

compliment your web site or to provide localized information. Provide consumers with mobile content to

download and use forms to accept consumer data and input.

As people are on the go, they are consistently staying connected using their portable devices. A Mobile Web Site

or Application will give people the extra hook into your brand that will provide awareness, recall, and loyalty.

Sarmady will work with you to design and develop your mobile web site from the requirements stage to

implementation. We will also provide you with hosting and support based on your specific technical needs and

terms.

Have a mobile site for your advertising campaign!

Your brand in their hands!

Mobile Internet: branded siteMobile Advertising Channels

MOBILE APP vs. MOBILE SITE

Sarmady’s branded mobile app and mobile site are different products with separate pricing.

The MOBILE APP is a downloadable piece of software that can takeadvantage of the computing power of a native platform (e.g. iPhone)to deliver a rich user experience. Some applications can be usedwithout an Internet connection at all times. Mobile apps can be freeor paid for users to download.

The MOBILE SITE is a mobile-friendly website (e.g. mujaz.me)designed for fast and easy navigation on any mobile device with a webbrowser and data connection. Mobile web browsers do not currentlyhave the ability to support rich multi-media features. Mobile sites arealways free for users to access.

Mobile ApplicationsMobile Advertising Channels

Branded applications for iPhone, Nokia and Blackberry

by Sarmady

Measurements of Success:

• Impressions: the number of times the ad was viewed.

• CTR (Click Through Rate): the percentage obtained dividing the number of clicks by the number of impressions.

The CTR is usually influenced by the existing awareness of the brand, by the banner’s message, offer, creative and placement, and by the timing of the campaign (whether it is related to any holiday or special event).

• Video Plays: the number of times a video-ad was played.

• Submissions/ Registrations: the numbers of people that registered or submitted their information in a data-capture banner.

• Game Plays: the number of times a game was played.

Performance Analysis, Optimization and Reporting:

Our team constantly analyzes the performance of the campaign and optimizes the results.

At the end of the campaign, we release a report that includes all the results and tips for the way-forward.

Performance Analysis, Optimization and Reporting

Case StudiesEl Dostour Journal

Campaign Goals• Generate awareness in Egypt around the El Dostour Journal

Campaign Duration• 5 days• April 2010

Tactics• 10 million PCM (Please Call Me) messages targeted by:

o Social Class: B, C, Do Location: All over Egypt, including rural areas

• 500,000 SMS messages targeted by:o Location: Suez Canal, Upper Egypt, Delta, Cairo, Giza

Results• 21% increase in the number of sales of the journal

Case StudiesNational Bank of Egypt

Campaign Goals• Drive traffic to NBE call center to learn more about NBE FIFA VISA package

Campaign Duration• 10 days• March 2010

Tactics•Targeted SMS campaign by:

o Social Class: A and Bo Location: Cairo, Alexandria, Upper Egypto Tariff: corporate lines

•SMS volume:o More than 900,000 delivered to target audience

Results

" NBE tried various media channels to cover our NBE FIFA VISA campaign from TV, press, radio and digital including online and mobile marketing, and it has proved by results that the targeted SMS campaign we did with Sarmady was the most efficient media channel.Mobile activations work really well specially when you have a specific target audience and when you are calling them to take an action which in our case was calling the call center.Our online campaign on relevant online channels directing users to NBEtrophycard.com website helped a lot in gathering hundreds of potential applicants for NBE VISA cards."Karim ShehataMarketing Director, National Bank of Egypt

Case StudiesInterContinental City Stars

Campaign GoalsAnnounce the Jazz brunch in open air during Eid El Fitr at Al Bustan restaurantGenerating awareness and getting reservations through a phone number

TacticsMMS shots with a click to call-action;Target A class people in Cairo;

Results7,500 MMS delivered;Reservation target achieved;

Case StudiesMivida

Campaign Goals• Awareness around the new living area created by Mivida and offers of the packages to attract buyers

Campaign Duration• 2 days• April 2010

Tactics• Targeted SMS campaign by:

oSocial Class: AoLocation: Cairo

• SMS volume:oMore than 100,000 delivered to target audience

• Mobile site - www.emaar-eg.mobi - containing:oInformation about MividaoRegistration page

Results• 933 Unique Visitors• Click Through Rate: 0.93% (% of clicks from the total SMS delivered)• Registration conversion rate: 42.2% (% of registrations from the unique visitors)

Rate Card and Technical Specifications

For more information on the services you're interested in, rates and banner specifications, please contact us.

Our sales team is here to answer your questions and help your brand become part of the digital marketing revolution.

sales@sarmady.net