The Optism differenceMultinational reach— Optismis deployed or set to deploy inseveral markets around theworld, including South Africa,Ghana, Nigeria, United Arab Emirates, India,USA and Germany.

Scale and reach— ShortMessage Service (SMS) bringsscale and reach unmatched byany other medium—traditional or digital.99.9% of all phones can send and receive SMS.

Ease of use— The Optismplatform was designed inconsultation with mediaplanners and buyers. You can plan, book,optimize and collect reports on campaignswith just a few clicks.

Precise targeting throughstated preferences—Precision and permissionbring huge increases inrelevance, response rates, and user engagement— boosting ROI. Recent campaigns haveenjoyed response rates of 25% of higher.

High quality, long-termengagements— Optismconversational marketingtechniques allow you to have longer and morepowerful interactions with consumers.

Flexible and innovative— Runbrand or tactical campaigns thatuse a range of calls to action,including click-to-call and mobile vouchers,as well as polling and viral techniques.

Optism™ is a full-service permission-based mobilemarketing solution from Alcatel-Lucent. With Optism,you can create and distribute targeted promotions,offers and advertising in the form of dialogue-driven,interactive mobile messaging.

Your advertising is delivered to users mobile phonesbased on their stated permission and preferences.Put simply, Optism connects consumers with brandsthat fit their lifestyles.

Optism audiences are 100% opted in and 100%profiled. Participants explicitly share informationabout themselves (such as age, gender, locationand lifestyle interests) so you can reach a receptiveaudience with relevant brand messages.

With Optism,everyone wins

Value for brandReturn on investment

Value for operatorReturn on investment

User’s priorities• End of use• Transparency• Relevancy

Brand’sneeds• Reach• Interaction

and engagement• Ease of use

Operator’sGoals• Profitability• New revenue stream• User loyalty

Optism’sValue

Value for userEnhanced experience

Permission-based mobile marketingHelping advertisers engage with opted-in and profiled audiences

adidas® rich dialoguecampaign in Egypt —35% response rateadidas used Mobinil Ad’s Optism-enabled service to encourage peopleto visit its new Originals store inCairo. The campaign was equally wellreceived by men and women, bothArabic and English speaking.

Volkswagen text dialoguecampaign in Ghana —30% response rateUniversal Motors, the exclusive dealerfor Volkswagen in Ghana, wanted toalert customers that a new shipmentof cars was in stock. 90% of respon-dents were interested in receivingmore information.

For more information go to www.optism.com

100% opted-in,100% profiledaudiencesRich dialoguePut the audience in control and driveengagement with a rich dialoguecampaign — perfect for polls, gaininginsight and increasing loyalty throughmobile communities. Combine imagesand question-and-answer exchanges tograb people’s attention and focus in onan individual’s preferences. Wrap up theexchange with an easy one-click call toaction, including click-to-call or click-through to your website.

Text dialogueThink rich dialogue — without thepictures. Text dialogues are a simpleand effective way to engage in aconversation with a consumer and offerthe same calls to action using 160characters.

Rich and text pushUse picture-enriched or plain textmessages to create brand awareness.For rich push messages, make an impactwith a full screen image and up to 500characters. Text push messages use 160characters. Again, you can use click-to-call and click-through calls to action tokeep the conversation going.

Delivering resultsOptism’s highly engaged audiencesprovide industry-leading response rates— and you only pay for communicationsthat are delivered. You’ll receive detailedanalytics and insights, so you candevelop a better understanding of youraudience. For example, you can learnhow different demographics engage withcampaigns by the choices they make.

Because Optism audiences haveexplicitly opted in to receive ads andtold us about themselves, you won’t bewasting media spend directing footballads to someone who isn’t interested insports. We help you achieve yourcampaign objective, whether that’s toincrease brand awareness, strengthencustomer loyalty, or reach untappedmarket segments.