This presentation was presented on the mobile marketing forum 2010. The goal of this presentation was to give an overview on how analytic can help marketeers in a mobile centric world

1. Mobile analytics,How analytics bring mobile advertisers closer to their audience Matej Karpisek, Manager Enqio

2. Google : Get relevant information Google Search Get relevant adds with Search queries Gmail Match advertising with the Content of the email Andriod, Google phone, Extend reach to Mobile applications Google Mobile operator ? 04/05/2010 | Page 2 ENQIO | mobile marketing forum

3. Mobile platform advantages ENQIO | mobile marketing forum 04/05/2010 | Page 3 Personal In the pocket “Always” stand by Social device “real-time” interaction

8. Experience in “Solutions Building”

9. International experience

10. HQ in Belgium

11. Working for more than 40 countries04/05/2010 | Page 4 ENQIO | mobile marketing forum

12. Vision Information and knowledge isn’t enough Without insight Data is worthless Success = Understand its target market its range of needs and potential how to best act upon this information 04/05/2010 | Page 5 ENQIO | mobile marketing forum

13. Strategy 04/05/2010 | Page 6 “Making Data Work” by providing solutions that generate a measurable higher return on information. (ROi²) ENQIO | mobile marketing forum

15. Development of Pan-European ‘NeedsBasedSegmentation’

16. EuropeanCustomer ID Cards

17. Social Leader identification & Viral Marketing

18. Churnmodeling

19. Profiling & KPI solution to optimize Contact Center performance with product offering

20. B2B MobilitySegmentation to align B2B tariff plans withmobilityneeds

21. Social Leader identification & Viral Marketing

22. Optimization of Viral Marketing effortsusingENQIO’sSocialNetworkTechnologyCh FrPlRoSkUk 04/05/2010 | Page 7 ENQIO | mobile marketing forum

23. Customers 04/05/2010 | Page 8 ENQIO | mobile marketing forum

24. Moving to a mobile centric world ENQIO | mobile marketing forum 04/05/2010 | Page 9 Personal “Always” stand by Social device In the pocket “real-time” interaction

25. ENQIO value model 04/05/2010 | Page 10 ENQIO | mobile marketing forum

26. Data from mobile applications ENQIO | mobile marketing forum 04/05/2010 | Page 11 User demographics Call usage history Calling/texting network Billing/paying information DM results Activated mobile services Tracking your viewing history Tracking your RSS feeds History of video on demand Tracking purchases Application usage Browsing history

27. ENQIO value model 04/05/2010 | Page 12 ENQIO | mobile marketing forum

28. Analytic enriched view ENQIO | mobile marketing forum 04/05/2010 | Page 13 User demographics Customer needs Customer Life stage Social network Value segmentation Response probability Location modeling Churn probability Viewing preferences Expected interest in video content Interest topics www.meetoscar.eu Spending behaviour Favourite shops Size of the wallet Application usage Preference User profiling Interest topics Current top of mind interests Social activities

29. ENQIO value model 04/05/2010 | Page 14 ENQIO | mobile marketing forum

30. Marketing execution ENQIO | mobile marketing forum 04/05/2010 | Page 15 Campaigns for cross sell - new services - content Upsell Retention  targeted advertising Recommendation engines Upsell to new TV packages Targeted advertising in the browsing menu Targeted advertising based on previous purchases Targeted upsell for CC Sponsored applications Targeted “in application” advertising Targeted advertising Targeted advertising On social network pages

31. Turkcell: mobile advertising 04/05/2010 | Page 16 ENQIO | mobile marketing forum

32. Turkcell: mobile advertising 04/05/2010 | Page 17 ENQIO | mobile marketing forum

33. Blyk Started as MVNO Idea: Adds for free minutes and text Currently: mobile advertising in cooperation with mobile operators 04/05/2010 | Page 18 ENQIO | mobile marketing forum

34. Mobile TV targeting 04/05/2010 | Page 19 ENQIO | mobile marketing forum

35. LIVE PROFILE LIVE AUDIENCE PROFILE Live audience profile: keeping up appearances HH composition Channel preferences Age distribution 27% 46% 1.212.426 21% 0.9 0.6 1.4 17% Genre: comedy 40,1 y/o 0.9 0.9 1.6 Actors:Patricia Routledge, Clive Swift, Judy Cornwell Geo location Time profile Program references Description: (afl 126). "Blind Date." Hyacinth bemoeit zich met de voorbereidingen van de speciale lunch van de ladies lunch club, met als speciale gast een gepensioneerde en gepassioneerde zeeman. 76% Het Journaal 65% Hart van Nederland 26% Een tegen 100 22% Red mijn vakantie CREATE

36. Video recomendation engine 04/05/2010 | Page 21 ENQIO | mobile marketing forum

37. Targeted adds in menu & widgets 04/05/2010 | Page 22 ENQIO | mobile marketing forum

38. ENQIO value model 04/05/2010 | Page 23 ENQIO | mobile marketing forum

39. Temporary conclusion Mobile platform: mixing all the traditional marketing channels Mobile marketing promises 1 to 1 marketing Targeted and contextual marketing (relevance To gain access to the wealth of user information, advertisers will need to find a partner Who has access to behaviour data Who knows how to transform data into a marketing tool Who can access the mobile channels 04/05/2010 | Page 24 ENQIO | mobile marketing forum

41. Pull marketing ENQIO | mobile marketing forum 04/05/2010 | Page 26