Transcript Cielo Mobile Extending Your Reach December 14, 2009 Mobile POV: Combining Text Messaging & Mobile Sites √ Text messaging by adults is outstripping the.

Cielo Mobile
Extending Your Reach
December 14, 2009
Mobile POV: Combining Text Messaging & Mobile Sites
√ Text messaging by adults is outstripping the growth rate among younger generations. Adoption of
text messaging in age groups between 45 to 54 increased 130%. By comparison, those 13 to 17
increased their text messaging by only 41%.
SOURCE: Market-research firm, M:Metrics, 2009
√ Mobile is the direct-response mechanism when used with print, OOH and other traditional media,
allowing brands to reach a larger audience, drive traffic to their mobile presence and increasing the
effectiveness of the total media plan.
√ Contrary to popular opinion, Americans use the mobile web in large numbers. The U.S. leads the
global market in mobile internet penetration among subscribers in 16 countries. 15.6 percent of
U.S. wireless subscribers (40 million people) use the internet on their mobile devices
SOURCE: Research report, Nielsen, 2009
√ A made-for-mobile site works best for a campaign’s mobile component:
“ The full web experience on iPhones is way oversold. A well developed, fast-loading version of a
branded micro-site is preferable to the full site in a mobile browser”.
Steve Smith, 10-23-08
www.cielomobile.com
CONFIDENTIAL
Uniting traditional media and digital marketing
The reply text contains
link driving
to the
mobile
Thea “text-in”
totraffic
a short
code,
withdestination.
a unique
keyword, provides a method to track and
measure traditional media.
The consumers’
text-in contains
their cell phone
numbers!
Creates a valuable
database for
future mobile
campaigns to
reach targeted,
opt-in consumers.
www.cielomobile.com
CONFIDENTIAL
WAP to APP Engagement
It’s not about browsing, but a call to action the
engages in a relevant converting experience.
Rich site identical across all handsets and carriers. Not
just smart phones, but the millions of other devices in
the pockets of consumers.
Segments the offering by handset and navigates
consumers directly to the applet market download
producing greater lift than simple display media.
Cielo Analytics provides end-to-end visibility between the
media buy and the conversion – 1.8% CTR on 4million
impressions per week resulting in +9K downloads.
www.cielomobile.com
CONFIDENTIAL
APP to APP Content Utility
Carving out real estate on the phone with content and
community in which consumers willingly participate.
Always Good News applet delivers value and utility every
day through editorial, image and video content .
Consumers give the brand permission to persist on their
handset; increasing frequency-of-use of the brand’s
mCommerce app.
The content applet is distributed across all channels as
an advertainment services – transcending a specific ad
campaign.
www.cielomobile.com
CONFIDENTIAL
Location-relevant texting
www.cielomobile.com
CONFIDENTIAL
Example mobile browser headers
HTTP Headers:
Host:cieloserver.com
HTTP Headers:
Accept:application/xhtml+xml,
application/vnd.wap.xhtml+xml, text/html,
Host:localhost:7001
text/vnd.wap.wml, application/vnd.wap.wmlc, */*,text/x-hdml,image/mng,image/xUser-Agent:Mozilla/5.0 (iPhone; U; CPU iPhone OS
mng,video/mng,video/x-mng,image/bmp,text/html
2_0_2 like Mac OS X;utf-16,
en-us)us-ascii,
AppleWebKit/525.18.1
Accept-Charset:utf-8,
iso-8859-1, iso-8859-15, iso-10646-ucs-2,*
(KHTML,
like
Gecko)
Version/3.1.1
Mobile/5C1
Accept-Encoding:deflate
Safari/525.20
Accept-Language:en,
fr, es
HTTP
Headers:
Accept:text/xml,application/xml,application/xhtml+
User-Agent:LG-CU500
Obigo/WAP2.0 image/jpeg,
Profile/MIDP-2.0
Accept:image/gif, image/x-xbitmap,
xml,text/html;q=0.9,text/plain;q=0.8,image/png,*/
x-wap-profile:http://gsm.lge.com/html/gsm/LG-CU500.xml
image/pjpeg, application/x-icq, */*
*;q=0.5
x-up-devcap-smartdialing:0
Accept-Language:en-us
Accept-Language:en-us
x-up-devcap-iscolor:1
User-Agent:Mozilla/4.0
Accept-Encoding:gzip, deflate
x-up-devcap-screendepth:16
Host:cieloserver.com
Cookie:JSESSIONID=LYjKnhmp2my2LDWLKx6nyS3
x-up-devcap-numsoftkeys:3
Connection:Keep-Alive
3GNt2lZGkddZhbQnYL8HsvYQSl08f!653038318
x-up-devcap-screenpixels:176,220
WURFL
info:
X-Forwarded-For:32.137.210.98
x-up-devcap-accept-language:en,fr,es
w:128
X-Forwarded-Host:cieloserver.com
Cookie:$Version=1;JSESSIONID=G3ygzmGYG6GChdZ3QHdJlxpmSY2GppQT6qCp43rnHZjs
h:128
X-Forwarded-Server:cieloserver.com
bVLqnKty!639287934
brandName:null
Connection:Keep-Alive
x-up-subno:T_BOS_BST_1180662122000100069982
modelName:null
WURFL info: 1180662122000100069982
w:320 schmagr1fe07-dmz.mycingular.net
Via:1.1
h:480
Connection:close
brandName:Apple
WURFL
info:
modelName:iPhone
w:176
h:220
brandName:LG
modelName:CU500
www.cielomobile.com
CONFIDENTIAL
Unique relationships - mass-market reach
The brand’s print ad
can still reach a large
mass market. But it
lacks a digital direct
response.
Text rumsi to 77982
Initiates interactive
engagement.
Each ad buy can have a
different keyword to
allow tracking and
measuring responses
from different ads.
www.cielomobile.com
CONFIDENTIAL
Build a mobile opt-in database
The consumer’s
text-in contains the
cell phone number!
Cell Number
+ Unique ID
Cielo creates a unique ID
and associates it with each
consumer’s cell-phone number.
(617) 513 7455
179032
Analytics measure traditional media and track
unique consumers by cell number!
www.cielomobile.com
CONFIDENTIAL
Unique relationships – by cell-phone number
The unique ID is used in the
text back link to track the
consumer’s behavior and
segment the site’s content.
http://cielo.me/captain/uni=179032
Cell Number
+ Unique ID
(617) 513 7455
179032
Analytics measure traditional media and track
unique consumers by cell number!
www.cielomobile.com
CONFIDENTIAL
Unique relationships – segment the content
http://cielo.me/captain/uni=179032
Cell Number
+ Unique ID
Rich-media mobile
sites optimized for
all handset types.
The mobile platform should detect the consumer’s
handset model and serves the appropriate experience.
www.cielomobile.com
CONFIDENTIAL
Why is the mobile opt-in database valuable?
 It cannot be purchased. Operators stand behind
their privacy policies and hold rigorous opt-in
requirements.
 It becomes an asset that can be used in future
mobile campaigns with lower incremental ad spend.
 Produces high response rates – exceeding email
because it is built on targeted opt-in consumers.
 Delivers more timely and geo-relevant marketing
results. SMS goes directly to the person (not a desktop)
 Provides opportunities to segment the campaign and
the experience by cell-phone number.
www.cielomobile.com
CONFIDENTIAL
Integrating the mobile and online channels
www.cielomobile.com
CONFIDENTIAL
Rich vs. Reach – Cielo delivers both
Message
contains
coupon
code.
Clicking on
banner
displays
coupon
registration.
May also
contain links
for mobile
store finder
and other
features.
Consumers
enters their
cell number
to opt-in.
Clicking “Send”
delivers a
coupon within a
text message.
Cielo’s unified mobile platform delivers both rich-media ads and landing-page ads,
with similar look & feel. Together, they maximize reach across all handsets.
www.cielomobile.com
CONFIDENTIAL
Cielo Mobile - One partner, unified services
Create, distribute, manage and measure
complete mobile campaigns with mass-market reach.
√ Provides a unified platform for rich-media ad units, text messaging,
mobile sites, downloadable applets & made-for-mobile analytics.
√ Optimizes the consumer experience uniquely for each handset type
and across every wireless carrier.
√ Delivers cost-effective results within emerging media budgets.
www.cielomobile.com
CONFIDENTIAL
CieloPlatform™
CieloMessage™ mobile-message application service. Provides text-to-short code
processing. Enables keyword application discovery, opt-in, content distribution,
Interactive voting, WAP-Push and Premium SMS billing. Complete mobile reach in
US through Cielo’s certification deals with all carriers:
CieloServer™ mobile application and content server. Provides handset detection
and profiling to optimize the mobile application experience for every handset,
across all networks. Automated and self-serve content management and analytics,
designed specifically for the mobile internet.
CieloVision™ Downloadable applet with relational user interface. Reduces time
and cost to port applets across iPhone, Blackberry and other disparate handsets.
Plug-in components for video, image galleries, user-submitted content, text
messaging and interactive rich media ads.
www.cielomobile.com
CONFIDENTIAL
CieloPlatform
CieloServer
Mobile CMS with integrated self-serve
mobile site builder for an optimized
experience across all handsets and
CieloMessage
made-for-mobile
analytics.
Comprehensive mobile messaging platform will
client-facing campaign management UI as well
as a flexible API for integration client CRM.
www.cielomobile.com
CONFIDENTIAL
Cielo Mobile
Extending Your Reach
396 Washington Street
Suite 110
Wellesley, MA 02481
+1 617-784-8837
[email protected]