20140423 - feed your inspiration breakfast special mobile - zap fi presentation : (big) data...

(Big) Data Monetisation via Mobile Marketing April 23rd 2014

© ZapFi International S.A. www.zapfi.com Q1/2014

Setting the Scene

Tom Cruise in “The Minority Report” - the Year is 2054


Four Topics

(I) Trends

(II) Mobile

Marketing

(III) Privacy

(IV) Case Study

“Companies must recognize that

the mobile revolution is more

than just an additional sales

channel or one more place to

advertise. The ultimate impact of

this global phenomenon called

“mobile” will be bigger than the

impact of television or the

personal computer. It is

everywhere, it is personal, and it

is always on.”

!

Extract from “The Third Screen”

by Chuck Martin

Thank You

ZapFi International SA Route de Mersch, 79

L-7432 Gosseldange Luxembourg

!

www.zapfi.com

(I) Trends


Market Trend 1: Mobile Data

By 2016 there will be 5x more Wi-Fi than cellular data traffic...

Source: KPCB - Mary Meeker Internet Trends - May 2013

Smartphone: Explosive Growth …

Source: Hetting Consulting 2014

4G subscribers use 100% more Wi-Fi than 3G subscribers …

Source: Devicescape Q3/2013


Market Trend 2: Mobile Marketing

Study Confirms Smartphones Now #1 Screen in US, Beating TV% of total

Source: Gartner - January 2014

Mobile Marketing: Explosive Growth …

Source: Millward Brown - March 17th 2014


Market Trend 3: Google & Facebook eat it all …

In Just 2 Years, Google And Facebook Have Come To Control 75% Of All Mobile Advertising

Source: e-Marketer - March 20th 2014

UK total media ad spending share, by media 2012-2017% of total and millions

Source: eMarketer - Augustus 2013

Thank You



!

www.zapfi.com

(II) Mobile Marketing


ZapFi’s Value Proposition

For Consumers ‣ Sponsored Free Wi-Fi

(fast & secure)

For Brands, Merchants & Operators ‣ Mobile Marketing Platform

(interaction, insights & mobile campaigns)


Consumer Value Proposition: sponsored free Wi-Fi

Supports ubiquitous authentication & roaming (configure once, use anywhere) + highly secure


Business Value Proposition: Interaction

• Branded Captive

Portal

• User Registration

& Authentication

• Content

Management

System (CMS)

• Central

Management

• Secure


Business Value Proposition: Insights

• ZapFi analyses in real-time all

http-traffic of all users

• ZapFi uses advanced analytics

and text mining tools to build

detailed profiles of users

• Gives a much better

understanding of users’

preferences, interests and

needs


Business Value Proposition: Mobile Campaigns

• One-2-One mobile

campaigns

• Deliver the right

message in the right

place at the right

time

• No mobile app is

required

• Support for different

types of messagesSMS/MMS OVERLAY INTERSTITIAL

Thank You



!

www.zapfi.com

(III) Privacy


ZapFi’s Profile Building

Where? ‣ Information on where visitors

are, based on the physical address of the ZapFi Wi-Fi AP.

‣ Can be enriched with other points of interest in the neighborhood.

When? ‣ Time-stamp (date/hour) of

authentication, duration and frequency.

Who? ‣ Demographic information

asked during registration process: gender, age, telephone number, e-mail address … .

‣ Brand can choose to ask additional information.

What? ‣ The profile of the user is

enriched with his surfing behavior.

‣ The usage of mobile apps is also monitored.


ZapFi is legally & privacy compliant

• Legally Compliant ‣ ZapFi is the Wi-Fi service provider; ‣ ZapFi is responsible for all legal

requirements e.g. customer identification, legal intercept, … !

• Privacy Compliant / Privacy By Design ‣ Opt-in model (permission based) ‣ Protecting Data: ZapFi is the data-

controller ‣ Respecting Privacy: Compliant with

EU Data Protection Directive (95/46/EC) and e-Privacy Directive (2002/58/EC)

Thank You



!

www.zapfi.com

(IV) Case Study


AB InBev Germany: “Becks’ Hamburg City-Attack”

• Questions to ZapFi:

‣ “How to offer Becks sponsored free Wi-Fi in

bars in Hamburg?”

‣ “How to increase sales and customer

engagement in these locations?”

• Answers:

‣ Free Becks sponsored and branded Wi-Fi

access point (AP)

‣ Bar owner pays for the internet connectivity

‣ “Buy a Becks - Get 30min free Wi-

Fi” (coupon)

• Results:

‣ Increase of Becks’ sales in participating bars

‣ Better knowledge of target audience (18 - 36)

‣ National expansion in 2014:

• More German cities

• Focus on universities

!

• Lessons: ‣ Focus on locations

with high footfall

‣ Scalability is key: get a footprint = get noise = get free publicity = grow your audience (fast)

‣ Take care of the installations: merchants tend to be lazy when they’re given something for free

‣ Implement additional value added services (planned)


AB InBev Germany: How it works

• SaaS Platform (Software-as-a-Service)

‣ Hosts the ZapFi Product Suite:

• Interaction

• Insights

• Mobile Campaigns

• Technology

‣ Hosted in a state-of-the-art data-center

‣ 24/7 monitoring & support

• Do-it-yourself installation

‣ Connects to the existing internet

modem/router of the merchant;

‣ Self-Provisioning + Management;

‣ Includes Wi-Fi AP, cabling, mounting

kit, quick guide.

• Requirements (merchant):

‣ Internet connectivity: minimum 8Mbit/s

down & unlimited download

NETWORK SECURITY

!• Content/URL filtering

• Deep Packet inspection firewall

• Application traffic analytics

ZAPFI PRODUCT SUITE

!• Interaction

• Insights (powered by SAS)

• Mobile Campaigns


Huge opportunity to replicate the Becks’ business case

Examples of potential business cases for sponsored free Wi-Fi

Sport Clubs?

Pharmacies?

Bars?

Schools?

Restaurants?

Public Transport?

How to increase sales and customer engagement in these locations?

How to better understand my target audience?

Thank You



!

www.zapfi.com

(V) Conclusion


ZapFi is NOT a free Wi-Fi provider

ZapFi is a “mobile marketing platform” improving interaction between people, businesses and brands.

From ancient times … … to modern times

Thank You



!

www.zapfi.com

20140423 - feed your inspiration breakfast special mobile - zap fi presentation : (big) data...

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