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Leveraging the power of Mobile Marketing for brands Mobile Monday, Mumbai 9th April 2007 About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile phones than PCs. “Worldwide over 350 billion text messages, are exchanged acrossthe world’s mobile networks every month” Mobile reaches where other media cannot! 10 million GPRS users?! “…About 15 per cent of the mobile phone subscriber base in India (140 million users) is on the GPRS platform that enables such applications…. “Mobile is already a platform, but the consensus was that leveraging the power of the web, integrating web services into the mobile medium is the future of mobile.” Unlearn! ‘Just-in-Case’ marketing communication Unlearn! Make products ‘Just-in-case’ customers might need it! Unlearn! ‘Just-in-case’ the consumer is interested to buy Unlearn! ‘Just-in-case’ the customer needs the product The problem with traditional advertising is that its a disconnected process Learn! ‘Just-in-time’ marketing Contextual messaging ‘When-you-want’ messaging ‘Overt to covert’ messaging ‘seek collaborate’ communication Move from ‘communication’ to ‘conversation’ context immediacy personalization Moving beyond ‘text and response’ campaigns A world of interactivity Initiate a phone call Trigger a return IVR call Download mobile content Automatically opt-in to an SMS Email database Go to a promotional mobile Internet site to learn more. Cases of ImaginAction? Adidas QR Tagging QR Codes turn your phone into a bar code scanner used everywhere in Japan and Korea. Adidas used these codes on retail merchandise tags and clothing imprints. Potential customers could take a photo of the color code on a sleeve, and the handset would then load up the brand’s WAP site Over the course of the test run, 60,000 people participated in the Korean Adidas program, and Adidas had over 2,000,000 page views. W