23 May 2016 1

DATA DRIVEN MOBILE MARKETING IN EUROPE

Vit Soupal | Head of M2M/IoT and BigData EU marketing

23 May 2016 2

ABOUT DEUTschE TELEKOM

Customers & Markets

Customers

156 m mobile customers 29 m fixed-network customers/ 18 m broadband customers

Approx. 6.6 m TV customers

Some 1.6 m managed workplace systems

Markets Present in 50 countries

Germany, Europe and the USA: with own infrastructure

T-Systems: global presence & alliances via partners

Facts & Figures

Telekom in figures, 2015 Revenue € 69.2 bn

Adjusted EBITDA € 19.9 bn

Free Cash-Flow € 4.5 bn

Employees & responsibility Employees worldwide: 225,000 8,600 trainees and cooperative

degree students in Germany Pioneer of social issues

(climate protection, data privacy, diversity, etc.)

Source: DT 2015 annual report/TMUS annual report to shareholders 2015

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MOBILE ADVERTIsING

“Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.”

Source: Wikipedia

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MOBILE VIDEO & TV

MOBILE APPs

MOBILE ADVERTIsING IncreasIng customer InteractIon across channels

MOBILE WEB

MMs

sMs “What is interesting is that the depth of insights that CSPs possess typically dwarf the information that a Google or a Facebook can provide. CSPs have the benefit of being able to look at spend capacIty, accurate locatIon, usage patterns, handset information, behavIoral usage and socIal InteractIon as well as psychographic profIlIng.”

Source: tfmainsights.com

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MARKET LOKATOR Slovakia

cELLTIcK Poland

GEOLAD Austria

LOcATION BAsED MOBILE

ADVERTIsING Hungary

MOBILE ADVERTIsING sOLUTIONs examples across europe

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LOcATION BAsED MOBILE ADVERTIsING

- hUNGARy -

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LOcATION BAsED MOBILE ADVERTIsING 2014 REAL TIME, PREDICTIVE LOCATION BASED “B2B2C” SOLUTION

sERVING E-cOUPONs & ADVERTIsING DIREcT fROM BRANDs/ADVERTIsERs TO "OPT-IN" sUBs WITh PROxIMITy DRIVEN RELEVANcE – shOWING 5x hIGhER REsPONsE RATE

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MARKET LOKATOR

- sLOVAKIA -

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TARGETED MOBILE ADVERTIsING – MARKETLOKATOR 2015+ onlIne geoanalytIcs WIth targeted marKetIng

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TARGETED MOBILE ADVERTIsING - MARKETLOKATOR use case: event evaluatIon by group m

hOW TO APPROAch EVENT VIsITORs fOR fINAL EVALUATION?

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cELLTIcK

- POLAND -

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TARGETED MOBILE ADVERTIsING - cELLTIcK managed mobIle marKetIng

23 May 2016 13

TARGETED MOBILE ADVERTIsING - cELLTIcK dynamIc monetIzatIon of content

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GEOLAD

- AUsTRIA -

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TARGETED MOBILE ADVERTIsING - GEOLAD the value of targeted advertIsIng

23 May 2016 16

TARGETED MOBILE ADVERTIsING - GEOLAD effectIve targetIng usIng mno data

MNO Data

23 May 2016 17

WRAP UP

OUR VIsION Why Us

Leveraging 6 yEARs Of

ExPERIENcE in m-advertising &

Big Data

Presence IN 8 cENTRAL

EUROPEAN cOUNTRIEs

UNIqUE cOOPERATION

with other PARNTERs &

AGENcIEs

To offer INNOVATIVE

M-ADVERTIsING products

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ThANK yOU!

23 May 2016 19

“MOBILE Is NOT A chANNEL, IT Is A WAy Of LIVING” …and the amount of data that can be gathered, analyzed and used for campaign and target group optimization is very impressive!

BIG DATA cAN fIND ThE VALUE IN ThIs VAsT AMOUNT Of DATA

Personalized mobile experience

Geolocation & Proximity Signals

Automated intelligence and hyper targeting

Cross Device Marketing

BIG DATA AN MOBILE ADVERTIsING a perfect fIt?