keydev nick pestell2
TRANSCRIPT
What’s working in mobile & where the growth will come
from
Nick Pestell14th April 2011
O2 Media strategy aligned to our core business
O2 media vision
O2
company goal
O2 company vision
O2 media mission
Using data for our customers’ benefit, as individualsOur
differentiator
Helping our Customers Connect
to the people and things that are important to them,
in a way that is simpler, easier, better,
whenever, wherever, and however they want
Twice as many fans as our leading rivals
Helping our customers connect
to their personal passions, interests and needs,
in a way that’s simpler, easier, better, for them to
build/grow mutually beneficial relationships with brands
Build the market leading personalised media business
Online, Mobile and eventually data
Demographics
LifestageLocation
InterestsBehaviour Deep understanding
of O2 customers enables
precise targeting and
minimum wastage
Hyper targeting
Which is why we play across the value chain
Mobile browsingAwareness
Engagement
Direct Response
Acquisition
Research
InsightLocation based
messaging
Production &
development
Content
O2 ActiveIntelligent Messaging
Top Up Surprises
Rate & Respond You Are Here App Discovery & Build
Content partnerships
Deliver 2+ points on Customer Satisfaction Scores
touch point SCORE:
Unweighted Base: O2 Pay Monthly = 728, O2 More Boost = 100
Like O2, we put the customer at the heart of our thinking
Ben,
O2 More
“I get 2 to 3 offers a week…
I actually want more”
Source: CSI Score Q3 2010
Click to call Click to M-Site Rate & Response Picture Click to App
AwarenessDirect Response Acquisition Engagement Promotion Interaction
Click to Video
And because it scales, it works
Starbucks location based messaging results
14% redeemed the offer
• 14% of customers who had received the message had
already redeemed Starbucks VIA offer.
• Additional 23% intended to redeem offer.
• 93% recall of message.
• Nearly 1/3 said the voucher increased their likelihood
to seek out VIA in store.
• 77% positive rating for O2 More
• More than half were very positive about location based
messaging citing increased relevance
23% said they
would redeem
the offer
House of Fraser location based messaging results
14% redeemed the offer
• 14% of customers who had received the message
had already redeemed the House of Fraser offer.
• Additional 16% intended to redeem offer.
• 40% recall of message.
• O2 More texts increased likelihood to shop and 56%
visited 1 or more times due to the texts
• The texts drove multi-channel behaviour: an
additional 32% visited the website due to the texts
16% said they
would redeem
the offer
App discovery
High demand for App discovery from the market and accredited by the industry:
NatWest campaign won NMA Best use of Mobile 2010.
Response: 30% of people have clicked to download the apps.
Thorpe Park: 30% of people receiving the SMS message downloaded
the free app. Launch pushed the app to No. 26 in the Entertainment category.
Nike Training Club app: 18% click through rate, targeted to female audience
interested in health and fitness
CineWorld: 13% click through rate from SMS message. The SMS launch
helped push the app to No. 4 in the Entertainment category
Trainline: 12% click through rate, targeted to commuters living in the South East
England
Growth will come from 5 areas
Opted in customers that want to participate in a unique 121 relationship, not be shouted at like traditional advertising (O2 More)
Location, but leveraging from location to target consumers when they’re in the mood, not the area
Solutions that deliver relevancy and an experience, like Priority Moments
Analytics – brands are excited about the potential of the data. Think data, not online, not mobile
Lastly, linking the opportunities to other forms of media.
