white paper: mma/iloop mobile location technology roadmap

46
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing October 18, 2011- Sponsored by Locaid The "Why" of Location-enabled Mobile Marketing: Understanding Location as the Key for Creating Customer Value and Engagement October 18, 2011 MMA EDUCATIONAL SERIES Sponsored by:

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The "Why" of Location-enabled Mobile Marketing: Understanding Location as the Key for Creating Customer Value and Engagement

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Page 1: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

The "Why" of Location-enabled Mobile Marketing: Understanding Location as the Key for

Creating Customer Value and Engagement

October 18, 2011

MMA EDUCATIONAL SERIES

Sponsored by:

Page 2: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

2 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute

Page 3: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

3

Page 4: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Entering

your store?

At the office?

At home?

Going to the mall?

Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute 4

Page 5: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

“50% of mobile users served location-based messaging take action” – Mobile Marketing Association & Luth Research, 2010

5

Page 6: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

6

Page 7: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

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Page 8: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

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Page 9: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

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Page 10: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

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Page 11: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

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Page 12: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Standalone GPS Wi-fi/IP Carrier-based/Cell ID Carrier-based/A-GPS Other

12

Page 13: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

285 million 50 million

NO Download App Download Required

NO – All phones Platform specific (iPhone, Android,

Blackberry, Windows, etc.)

0 - 10 seconds 15 – 30 seconds

5 – 500 meters 5 -100 meters

YES NO

Better Worse

None Severe

Network Secure App Allowed

(Spoofing Permitted)

App-Based Carrier-Based

Data Integrity

US Addressable Subs

Adoption Hurdle

Platform-specific App

Speed

Accuracy

Indoor Coverage

Downtown Coverage

Battery Drain

13

13 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute

Page 14: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

http://InstantLocateDemo.loc-aid.com

• Locate your own phone for real-time location fix

• See accuracy levels with “least expensive” (cell ID) & “most accurate” (AGPS)

• See how opt-in procedure works (Your phone will be opted-out automatically in 10 minutes)

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Page 15: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

LaaS LBS

Co

nsu

me

r En

terp

rise

15 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute

Page 16: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute

Location-based SMS promos

Location-enabled loyalty/CRM

Solutions customized by location

Heat Maps/statistics & reports

Real-time interaction by location

Cross-carrier and device-agnostic

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Page 17: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute

Location-based SMS promos

Location-enabled loyalty/CRM

Solutions customized by location

Heat Maps/statistics & reports

Real-time interaction by location

Cross-carrier and device-agnostic

Location-based messaging

17

Page 18: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• MMA: Marketing budgets overall are -70%, however mobile marketing budgets are +26% every year

• MMA: Mobile marketing redemption rates often exceed 3X vs. other media channels

• Airwide Solutions says 89% of major brands plan to market via mobile phones by 2011

• Forrester: 24% of US adult iPhone users and 21% of Android users have used a mobile shopping application in the last three months

• 60% of major brands have deployed text messaging (SMS) campaigns, while 33% have deployed multimedia messaging (MMS) campaigns

Source: Mobile Marketing Association 18

Page 19: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

+ Location = Proximity Marketing

Pushing targeted content based upon mobile location and time-of-day (and other demo’s)

to maximize call-to-action or response

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Page 20: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• Over 2/3 of UK mobile phone owners say they would opt-in to location services to receive relevant content

• Those younger than 35 were more likely to share location data, with popularity dropping as the age of the user climbed

• Customer reviews and sales promotions were the most popular content to receive based upon location

Source: Fiercewireless August 19, 2011 Nearly 70% of UK consumers keen on location services

70%

30%

Interest in Opt-in to location services

Interest

Not Interested

20

Page 21: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• Respondents were conflicted in their attitude toward mobile coupons with a location-based element

• More than 2/3 are at least somewhat agreed that location-based offers were very convenient and useful

• Location services are new enough that many consumers are not familiar with privacy protection in place

• Nearly half have some concerns about privacy

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Page 22: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

22 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute

Page 23: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

23

Page 24: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Web Opt-in

• Integrated into any traditional retail marketing channel (print, in-store, TV, Web, outdoor etc.)

• Opt-in to weekly SMS messages on events, promos, and special offers

• Opt-in available via online Web form or mobile site capturing customer profile data including location

• User selectable alert message content preferences

• All preference and profile data is captured for CRM database build, analysis, targeted messaging, and use in other marketing channels

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Page 25: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Smart Messaging Example

Text opt-in for either

single coupon or to opt-in

to couponing alert group

62407

Miami

Store

62407

Text STORE to 62407 to receive a

SMS coupon every month for 20% off

your favorite 2010 fashions.

Database receives keyword opt-in and

delivers a coupon based on external

events or information in the database

Database

Weather

Stock Market

Sports Scores

Location Look Up

Product Inventory

Consumer Profile Data

Past Consumer Purchases

Any Other Event or Data Sets

SMS Only Coupon:

Contextually relevant

coupon is delivered

based on keyword +

database referencing

with unique redemption

code.

It’s a scorcher in

Miami today! Keep

cool with breezy late

summer skirts. 20%

off at any store. Code

t239r Exp. 8/31/10

Freezing in NY today?

Keep warm with with a

wool sweater. 20% off

all sweaters at any

store. Code 34r39r

Exp. 8/1/10

Contextually relevant

coupon delivered based on

keyword + database with

unique redemption code.

Sends coupon for sweaters

based on cold weather

reading for opt-in location

OR….You can deliver a SMS

Coupon with link to WAP

page with multiple coupons

and barcode

It’s a scorcher in

Miami today! Keep

cool with breezy late

summer skirts.

Discount coupons:

http://nyskirts/mobi

Page 26: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Example: Location Aware Segmented Alerts MESSAGE LIST: Marketing Message Location

Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases and 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.

95110

Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.

94109

Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.

Los Angeles

Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.

22 Canal St. , NY, NY 10023

Phone Number

Street City State Zip

(408) 907-2322

176 Oak St. San Jose

CA 95110

(415) 334-2232

1222 Jones St. San Francisco

CA 94109

(212) 917-8596

12 Canal St. New York

New York 10022

44264

Kohls

44264

Yes

1

2

3

4

5

6

7

Text KOHLS to 44264

Bonus Buy Discounts!

Step 3: Users confirm

and their location is

captured. Opt-in

location is the only

user location used for

future alerts

Step 4: Confirmation is

sent to user of

successful opt-in.

Optional landing page

or site link in SMS

Marketer sets up

Message List to map

which locations they

want to send to and

what message each

location will receive.

System compares

Message List locations

to stored users’

locations at opt-in to

segment messages

sent.

Phone Number

Street City State Zip

(408) 907-2322

176 Oak St. San Jose

CA 95110

(415) 334-2232

1222 Jones St. San Francisco

CA 94109

(212) 917-8596

12 Canal St. New York

NY 10022

Kohl’s Savers Club Reply YES to confirm you’d like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.mtiny.mobi

Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.mtiny.mobi

Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.

26

Page 27: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Example: Message Broadcast with LBS

44264

Kohls

44264

Yes

Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.mtiny.mobi

1

3

4

5

6

Before sending alert broadcast, system pings all subscribers’ phones and compares present location with radii in the Message List locations to deliver relevant marketing messages

7

Phone Number

Street City State Zip

(408) 907-2322

176 Oak St. San Jose

CA 95110

(415) 334-2232

1222 Jones St. San Francisco

CA 94109

(212) 917-8596

12 Canal St. New York

NY 10022

MESSAGE LIST: Marketing Message Location Radius Message Cap

Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.

1300 Oak St., San Jose, CA 95110

2 miles 5000

Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.

453 8th Ave., San Francisco, CA 94117

1 mile 4000

Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi for more offers.

3444 Lennon Blvd., Fresno, CA 92331

10 miles 25000

Kohl’s Savers Club Sat. only! Canal/Mercer St. store is offering 30% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.

22 Canal St. , NY, NY 10023

0.25 miles 5000

Subscriber (408) 907-2322

2

Kohl’s Savers Club Reply YES to confirm you’d like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.mtiny.mobi

Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.

27

Page 28: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Example: Geo-Fencing

44264

Kohls

44264

Yes

1

2

3

4

5

7

8

User sees call to action in traditional media and texts keyword/short code to opt-in,. Double opt-in confirmation message sent first.

Step 5 & 6: User physically enters geo-fence. If triangulation is on their location is fixed and compared to the Message List. Location relevant message is delivered with optional link to mobile landing page or site (steps 7 & 8).

Kohl’s Savers Club Reply YES to confirm you’d like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.mtiny.mobi

Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.mtiny.mobi

MESSAGE LIST: Marketing Message Location Radius Message Cap

Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.

1300 Oak St., San Jose, CA 95110

1 mile 5000

Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.

453 8th Ave., San Francisco, CA 94117

2 miles 4000

Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi for more offers.

3444 Lennon Blvd., Fresno, CA 92331

10 miles 25000

6

Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.

28

Page 29: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

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Page 30: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Case Study: Location-Aware Messaging

What type of location was used?

30

Page 31: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• 1,000 geo-fences created in various US cities

• Urban areas had half mile perimeters, suburban areas up to a mile around the stores

• SMS messages about offers and seasonal product arrivals

• User opts-in to campaign to receive messages control number of messages per week

• No app required to download

North Face Geo-Fenced SMS Campaign

What type of location was used?

31

Page 32: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• Jaguar launched targeted ads within the Poynt app on iPhone/Blackberry/Android

• Poynt connects consumers to local people, shops, and restaurants

• Ads drive the consumer to the nearest dealership to schedule a test drive

• Campaign ran Dec 2010 to Jan 2011; Poynt says click-through was 10X industry standards

Jaguar chose to get early learning in location via ads within existing LBS application

Source: Mobilemarketingconsultancy.org March 1, 2011

What type of location was used?

32

Page 33: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• 80,000 US neighborhoods and 21M local business

• Location-based app auto detects your neighborhood to show the most popular businesses nearby

• Allows Foursquare users to pre-check in before arriving What type of

location was used? 33

Page 34: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Launched at the 2010 Winter Olympics Leveraged location to obtain the closest Hockey House to the

consumer’s phone

Consumers see advertised Short Code to join Hockey House and receive link to home page

Consumers also log into the Molson Canadian Hockey House mobile web page (where they find other Hockey Houses)

Results exceeded all expectations Expected a 5% response rate

Actual response rate was 10%

What type of location was used?

34

Page 35: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• Del Monte Kibbles ’n Bits – Create brand awareness when consumers were in close proximity to Target and pet food stores

• SMS example: “Dogs are family, & family deserves more than just 1 boring taste. Get NEW Kibbles ’n Bits Bistro Meals dog food @ Target Rancho Santa Margarita 2day.”

35

Page 36: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Participants were surveyed:

• 60% said location-triggered messages are cool & innovative

• 79% said it increased their likelihood to visit a store

• 65% made a purchase as a result of a ShopAlerts message

• 73% would definitely or probably use the service in the future

What type of location was used?

36

Page 37: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Retailer Express pushes location-based deals via branded shopping app

• When the App user gets close to an Express, Proximity Perks promos and recent news pop up

• Consumers show mobile coupon at register, learn about sale items at that location and share them with friends via Twitter/Facebook/email

What type of location was used?

37

Page 38: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

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Page 39: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• Leading technology and services making it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide

• Award winning iLoop Mobile Platform is a self-service SaaS solution with open APIs for creating state-of-the-art SMS campaigns, mobile sites, mobile coupons, mobile-enabled Web sites and other mobile marketing initiatives

• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services

• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies

About iLoop Mobile

McDonalds: Enjoy one

FREE Small McCafe.

Code 34d83w

Exp.1/6/10

Help:mmcoupons.com

Opt-out: Reply

MCDONALD STOP

39

Page 40: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Random impact; user decides when to interact

Drive messaging & marketing based on proactive location

Proactive interaction; Marketer-iniitated

Limited to smartphone users (~75M Users)

Smartphone + cell phone users (300M+)

Reach 93% of mobile subscribers

App download required; App launch (battery drain);

Satellite “line of site” (outdoor only)

No download; no app launch; indoor/outdoor “Location on demand”

Convert location data into value more easily/often;

Marketer is in control

User-initiated brand engagement

(“whenever I feel like it”)

Strategic platform that drives proactive brand

engagement

Go beyond “app world” to leverage mobile into full

multi-media strategy

Only when app is launched Location-triggered, proactive comms to drive smartphone

app download/usage

User awareness and usage

Smartphone-focused Broader consumer focus with location relevancy

Cross-carrier, device-agnostic call-to-action messaging

based on location

User Dependencies

Targeted Marketing

Reach

Approach

Benefits

User Engagement

Solutions

Smartphone App Proximity Mktg

Platform

40 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute

Page 41: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• Forrester: 2011 Online Retail Technology Investment Outlook – 44% of US web retailers are investing in mobile apps vs. 15% in 2010

• Accordingly to Flurry, as of Aug 2011, an average application user has downloaded more than 63 applications to their Smartphone

• What % of apps are downloaded?

• What % of apps are used?

Retailers are investing in mobile apps, but how can they cut through the noise and ensure their apps get used?

Source: Flurry Blog, August 31, 2011. Internet Retailer (Forrester Research) June 22, 2011 41

Page 42: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Location-enable your mobile marketing investment

Mobile/Internet Mobile App Mobile Web SMS Text

Customer awareness, opt-in, & management of location programs

Location-aware messaging to

drive app downloads & usage

Location-aware messaging with embedded links

Location-aware text with specific

marketing messages

Carrier-based location from Locaid

From: GNC Your Rewards Mobile

42 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute

Page 43: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

Locaid LOCATES

100% OF NETWORK

EVERY MOBILE DEVICE

LOC-AID runs the largest LaaS gateway

and carrier reach

LOC-AID locates 350M devices, real-time.

No app to download. No user action needed.

Any device. Anywhere.

LOC-AID finds every device on the network.

For any mobile application.

LOC-AID delivers ubiquitous location.

Indoors and out. GPS and CELL-ID.

For the Fortune 1000.

FOR ANY LOCATION

The world’s first and largest LaaS company

CONFIDENTIAL AND PROPRIETARY. Any use of this material without specific permission of LOC-AID Technologies, Inc. is strictly prohibited

43

Page 44: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

• Real-time location

• Privacy-protected OPT-IN

• Unlimited geo-fences

• Flexible location frequency (weekly, daily, hourly, every 5 minutes)

• Support for coupons & bar codes

• Comprehensive reporting analytics

CONFIDENTIAL AND PROPRIETARY. Any use of this material without specific permission of LOC-AID Technologies, Inc. is strictly prohibited

Page 45: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

1. Location can move mobile marketing away from “whenever I feel like it” engagement

2. Location will help us avoid the SMS marketing nightmare

3. Location helps protect your mobile number database

4. Location gives you a better shot at matching your offer (or app) with their moment of need

45

Page 46: White Paper: MMA/iLoop Mobile Location Technology Roadmap

Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing

October 18, 2011- Sponsored by Locaid

46