This presentation was given at the "Future of Mobile Messaging" conference, organized by Jacob Fleming in Prague, 23-24 September.

1. Exploring the Advertising Potentialin Mobile Messaging Environment Stephane Gantchev Co-Founder, Mobile Monday Sofia The Future of Mobile Messaging Prague, 24 Sept, 2009

2. Agenda New & Innovative messaging services Ad enabling messaging services Successful mobile advertising offer Knowing more about your customers And what about the surrounding noise ?

3. Quickly about me Spent last 5 years in Orange / France Telecom Group Headed the “Orange Trial Factory” VAS Innovation program Recently moved to new challenges: Co-Founder of Mobile Monday Sofia Co-Founder of Innovastorm Business Development for CEE at Velti I’m passionate about mobile and innovation

4. Orange Trial Factory - Confidential Groupe France Télécom Challenges of the Mobile Innovation … ? “The Innovation in France Telecom is like a truck race on a mountain road…” Didier Lombard, CEO, France Telecom Group I tried to be a rally car driver among trucks…

5. What were the Killer messaging services ? SMS Mobile Email IM ? MMS ?? Voice SMS ???

6. What will come soon in messaging “Advanced Messaging services” – SMS forward SMS Mirror, Out of office etc. – probably in the beginning will be adopted mainly by Business users SMS Money transfer (#CASH) Safety, Parental Control Converged Messaging :IM + SMS + email etc.

7. What will come soon in messaging (cont’d) More services, using the SMS as transport, for example SMS parking, or even SMS post stamps ! All kind of alerting: banks, institutions (taxes…), home security Distant services: enable things distantly Machine to machine communication Voicemail to SMS Other…

8. Innovative Messaging Services SMS Reply to all (or “group messaging”) Increase the messaging traffic by reproducing existing practices on other channels

9. Innovative Messaging Services (cont’d) Integration with Social Networks and the other folks

10. Innovative Messaging Services (cont’d) Icon based messaging language (mobile, web, IM...) Or just nice cool & personalized messages

11. sniff Stephane The sniff experience Other innovative services, initiated by messaging, using messaging as transport Finding your friends should be as simple as 1, 2, 3… 2 3 1 UN Platform Carrier A Carrier B Locate! A registered sniff user requests the location of a friend UN platform brokers the location transaction while managing privacy, permissions, security A map and location is returned with links to call, text, or navigate

12. Mobile Advertising in Messaging

13. What’s Mobile Advertising anyway ?

14. Mobile Advertising in Messaging SMS and Mobile Messaging in general is a huge opportunity to advertise A lot of new services are using messaging as transport But actually the users are not so keen to get advertising in their messaging services it should not be too intrusive It should be user friendly the “wow effect” and of course it should be relevant

15. Mobile Advertising in Messaging We are still doing the first steps…

16. Mobile Advertising in Messaging today What we are capable to do today: text ad insertion in A2P or P2P messages Used by the majority of mobile users, works probably on all devices out there => can attend a large audience But it’s it really cool ? Ugly, not well visible, not clickable (most of the cases) In some cases not applicable (size of message) C’mon we are in the 21st century ! From: Stephane Hey, what’s up ! I’m hungry, let’s go out and have some pizza! …AD… Great deals on Expedia

17. Mobile Advertising in Messaging tomorrow It could be better than simple text insertion in the messages…

18. Mobile Advertising in Messaging tomorrow Nice full screen pictures/animations Non intrusive (the users still see/send the messages) Relevant (user preferences) Relevant (context) Direct connection to the brand (click to call)

19. Challenges of Mobile Advertising in Innovative Messaging Services Advertising is often part of the business model of new innovative services Too much formats : SMS or USSD, MMS, Home Screen, Applications, LBS … So many channels and formats for the advertisers : which one to choose ? From: Stephane Hey, what’s up ! I’m hungry, let’s go out and have some pizza! …AD… Great deals on Expedia

20. Successful Advertising offer built on Messaging Could be ad funded offer (“Blyk like offer”) – free airtime & sms bundles vs advertising in all main mobile channels, A2P MMS, but also, calls, P2P, etc. Or “Value Club-like” offer Create an opt-in database Import & merge basic user profiling data from other operator sources Start building advertising “communities” Using dedicated campaigns, together with brands Integrate with billing Connect people to the Brands they love Start knowing better your customers

21. Mobile Advertising: The communities concept Communities Opt in database Campaigns Target Groups: Teens, Adults, Sports Fans, Music Lovers… Create and Monetize an Opt-in Community with personalized VAS offers and targeted advertising

22. Collection of demographic and behavioural data begins from the 1st touch-point and is continuously gathered to create the sub-categories in the community Music Cinema/Movies Sports Outdoors enthusiasts Gadget Lovers Fashion Lovers

23. Operators should know more theircustomers Operators are sitting on a gold mine ! New strong competitors are around (Google) Lear more about the mobile subscribers, their taste, their habits, the brands they like etc. Do that now – the clock is ticking…

24. Or become a dump pipe …

25. But what expect mobile messaging users ?

26. Overloaded with surrounding NOISE

27. Conclusion: Advertising in Mobile Messaging So what’s the challenge of mobile advertising, particularly in messaging ? Do not overload people with Noise Relevancy Innovation to bring better experience Knowing the users and their habits Let users easily control and change settings Should bring some benefits Good and simple for advertisers Standard & proven channels and formats Make some money

28. Q&A Thank you ! Any questions ? Stephane Gantchev Co-Founder, Mobile Monday Sofia sgantchev@gmail.com +359 898 631 300