Technology Overview: MMA location technology roadmap
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The document discusses the importance of location-enabled mobile marketing for enhancing customer engagement and value. It highlights various strategies, such as geo-fencing and location-based messaging, that leverage consumer location data to deliver targeted promotions and incentives. Additionally, it addresses consumer interest and concerns regarding privacy, illustrating the growing significance of mobile marketing in brand strategy.
Technology Overview: MMA location technology roadmap
- 1. 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: Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 2. 2 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 3. 3 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 4. Entering your store? At the office? At home? Going to the mall? 4 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 5. “50% of mobile users served location- based messaging take action” – Mobile Marketing Association & Luth Research, 2010 5 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 6. 6 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 7. 7 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 8. 8 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 9. 9 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 10. 10 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 11. 11 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 12. Standalone GPS Wi‐fi/IP Carrier‐based/Cell ID Carrier‐based/A‐GPS Other 12 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 13. Carrier‐Based App‐Based US Addressable Subs 285 million 50 million Adoption Hurdle NO Download App Download Required Platform specific (iPhone, Android, Platform‐specific App NO – All phones Blackberry, Windows, etc.) Speed 0 ‐ 10 seconds 15 – 30 seconds Accuracy 5 – 500 meters 5 ‐100 meters Indoor Coverage YES NO Downtown Coverage Better Worse Battery Drain None Severe Data Integrity App Allowed Network Secure (Spoofing Permitted) 13 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute 13 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 14. 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) 14 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 15. Consumer Enterprise 15 LaaS Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute LBS Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 16. Solutions customized by location Location‐enabled loyalty/CRM Location‐based SMS promos Real‐time interaction by location Heat Maps/statistics & reports Cross‐carrier and device‐agnostic Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute 16 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 17. Location‐based messaging Location‐enabled loyalty/CRM Solutions customized by location Real‐time interaction by location Location‐based SMS promos Cross‐carrier and device‐agnostic Heat Maps/statistics & reports Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute 17 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 18. • 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 18 Source: Mobile Marketing Association Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 19. + 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 19 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 20. • 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 30% Interest to share location data, with popularity dropping as the age of the user climbed Not Interested 70% • Customer reviews and sales promotions were the most popular content to receive based upon location Interest in Opt‐in to location services Source: Fiercewireless August 19, 2011 Nearly 70% of UK consumers keen on location services 20 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 21. • 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 21 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 22. 22 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 23. 23 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 24. • 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 Web Opt-in 24 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 25. Smart Messaging Example SMS Only Coupon: Contextually relevant It’s a scorcher in Freezing in NY today? coupon is delivered Miami today! Keep based on keyword + a Keep warm with with cool with breezy late wool sweater. 20% off summer skirts. 20% database referencing all sweaters at any Text STORE to 62407 to receive a SMS coupon every month for 20% off Database off at any store. Code withstore. Code 34r39r unique redemption your favorite 2010 fashions. t239r Exp. 8/31/10 code. 8/1/10 Exp. Weather Stock Market Contextually relevant Sends coupon for sweaters Sports Scores coupon delivered based on based on cold weather Location Look Up keyword + database with reading for opt-in location unique redemption code. Product Inventory Consumer Profile Data Past Consumer Purchases 62407 Any Other Event or Data Sets Database receives keyword opt-in and Store 62407 delivers a coupon based on external events or information in the database It’s a scorcher in Miami today! Keep cool with breezy late Miami summer skirts. Discount coupons: http://nyskirts/mobi OR….You can deliver a SMS Text opt-in for either Coupon with link to WAP single coupon or to opt-in page with multiple coupons to couponing alert group and barcode
- 26. Example: Location Aware Segmented Alerts MESSAGE LIST: Marketing Message Location 3 Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus 95110 Buy off all purchases and 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers. Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all 94109 Text KOHLS to 44264 Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers. Bonus Buy Discounts! 44264 Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes. Visit Los Angeles http://m.kohls.mobi for more offers. 5 Kohl’s Savers ClubStreet Phone City State Sat. only! Lincoln Ave. store is offering 20% off all Zip 22 Canal St. , NY, NY Number 1 Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers. 10023 (408) 176 Oak St. San Jose CA 95110 907‐2322 Yes (415) 1222 Jones St. San CA 94109 44264 334‐2232 Francisco Phone Street City State Zip Number (212) 12 Canal St. New York New York 10022 917‐8596 (408) 176 Oak St. San Jose CA 95110 907‐2322 Marketer sets up (415) 1222 Jones St. San CA 94109 Message List to map Kohls 334‐2232 Francisco which locations they 6 want to send to and (212) 12 Canal St. New York NY 10022 what message each 917‐8596 Kohl’s Savers Club location will receive. Sat. only! Main & Oak System compares St. store is offering 10% Message List locations 2 Bonus Buy off all to stored users’ purchases & 20% off locations at opt-in to segment messages KitchenAid Pro Line. sent. Visit Kohl’s Savers Club http://m.kohls.mobi 7 Reply YES to confirm Kohl’s Savers Club Step 3: Users confirm for more offers. you’d like us to use Thanx for joining. You’ll receive 1 and their location is your location, 1 captured. Opt-in msg/week. Text HELP msg/week. Text HELP for help. Text STOP to location is the only for help. Text STOP to user location used for cancel. Msg & data cancel. Msg & Data Rates May Apply. future alerts rates may apply. TC:www.m.mtiny.mob TC:www.tc.mtiny.mobi i 4 Step 4: Confirmation is Optional landing page sent to user of or site link in SMS 26 successful opt-in. Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 27. Example: Message Broadcast with LBS 5 Subscriber (408) 907‐2322 1 3 6 44264 44264 Kohl’s Savers Club Kohls Sat. only! Main & Oak St. store is offering 10% Yes Bonus Buy off all purchases & 20% off Before sending alert broadcast, system pings all KitchenAid Pro Line. 4 subscribers’ phones and compares present Visit 2 location with radii in the Message List locations to http://m.kohls.mobi deliver relevant marketing messages for more offers. Phone Street City State Zip Number (408) 176 Oak St. San Jose CA 95110 907‐2322 Kohl’s Savers Club Kohl’s Savers Club (415) 1222 Jones St. San CA 94109 Reply YES to confirm Thanx for joining. 334‐2232 Francisco you’d like us to use You’ll receive 1 (212) 12 Canal St. New York NY 10022 your location, 1 msg/week. Text HELP 917‐8596 msg/week. Text HELP for help. Text STOP to for help. Text STOP to 7 cancel. Msg & Data cancel. Msg & data Rates May Apply. MESSAGE LIST: Marketing Message Location Radius Message Cap rates may apply. TC:www.tc.mtiny.mobi TC:www.m.mtiny.mobi Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 1300 Oak St., 2 miles 5000 10% Bonus Buy off all purchases & 20% off KitchenAid Pro San Jose, CA 95110 Line. Visit http://m.kohls.mobi for more offers. Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is 453 8th Ave., San 1 mile 4000 offering 20% off all Nike and Addidas shoes. Visit Francisco, CA http://m.kohls.mobi for more offers. 94117 Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas 3444 Lennon Blvd., 10 miles 25000 shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi Fresno, CA 92331 for more offers. 27 Kohl’s Savers Club Sat. only! Canal/Mercer St. store is 22 Canal St. , 0.25 miles 5000 offering 30% off all Nike and Addidas shoes. Visit NY, NY 10023 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing http://m.kohls.mobi for more offers. October 18, 2011‐ Sponsored by Locaid
- 28. Example: Geo‐Fencing Step 5 & 6: User physically enters geo‐fence. If triangulation is on their location is fixed and compared to the Message List. 1 Location relevant message is delivered with optional link to mobile landing page or site (steps 7 & 8). 3 44264 5 44264 Kohls Yes 7 2 Kohl’s Savers Club 4 Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all Kohl’s Savers Club purchases & 20% off Reply YES to confirm you’d like us to use Kohl’s Savers Club KitchenAid Pro Line. Thanx for joining. Visit your location, 1 You’ll receive 1 http://m.kohls.mobi msg/week. Text HELP msg/week. Text HELP for more offers. for help. Text STOP to cancel. Msg & data for help. Text STOP to rates may apply. cancel. Msg & Data 8 TC:www.m.mtiny.mobi Rates May Apply. TC:www.tc.mtiny.mobi 6 MESSAGE LIST: Marketing Message Location Radius Message Cap Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 1300 Oak St., 1 mile 5000 10% Bonus Buy off all purchases & 20% off KitchenAid Pro San Jose, CA 95110 Line. Visit http://m.kohls.mobi for more offers. User sees call to action in traditional Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is 453 8th Ave., San 2 miles 4000 offering 20% off all Nike and Addidas shoes. Visit Francisco, CA media and texts keyword/short code http://m.kohls.mobi for more offers. 94117 to opt‐in,. Double opt‐in confirmation Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas 3444 Lennon Blvd., 10 miles 25000 28 message sent first. shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi Fresno, CA 92331 for more offers. Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 29. 29 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 30. Case Study: Location‐Aware Messaging What type of location was used? 30 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 31. North Face Geo‐Fenced SMS Campaign • 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 What type of location was used? 31 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 32. Jaguar chose to get early learning in location via ads within existing LBS application • 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 What type of 32 Source: Mobilemarketingconsultancy.org March 1, 2011 location was used? Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 33. • 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 33 location was used? Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 34. 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) What type of Results exceeded all expectations location was used? Expected a 5% response rate Actual response rate was 10% 34 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 35. • 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 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 36. 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 36 location was used? Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 37. 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 37 location was used? Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 38. 38 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 39. About iLoop Mobile • Leading technology and services making it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide McDonalds: Enjoy one FREE Small McCafe. Code 34d83w • Award winning iLoop Mobile Platform is a Exp.1/6/10 Help:mmcoupons.com self‐service SaaS solution with open APIs for Opt-out: Reply MCDONALD STOP 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 39 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 40. Proximity Mktg Smartphone App Benefits Platform Drive messaging & Random impact; user decides Proactive interaction; Approach marketing based on when to interact Marketer‐iniitated proactive location Reach Limited to smartphone users Smartphone + cell phone Reach 93% of mobile (~75M Users) users (300M+) subscribers App download required; No download; no app Convert location data into User App launch (battery drain); Dependencies Satellite “line of site” launch; indoor/outdoor value more easily/often; (outdoor only) “Location on demand” Marketer is in control User‐initiated brand Strategic platform that Go beyond “app world” to Solutions engagement drives proactive brand leverage mobile into full (“whenever I feel like it”) engagement multi‐media strategy Location‐triggered, proactive User User awareness Engagement Only when app is launched comms to drive smartphone and usage app download/usage Targeted Cross‐carrier, device‐agnostic Broader consumer focus Marketing Smartphone‐focused call‐to‐action messaging with location relevancy based on location 40 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 41. Retailers are investing in mobile apps, but how can they cut through the noise and ensure their apps get used? • 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? Source: Flurry Blog, August 31, 2011. Internet Retailer (Forrester Research) June 22, 2011 41 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 42. Location‐enable your mobile marketing investment Mobile/Internet Mobile App Mobile Web SMS Text From: GNC Your Rewards Mobile Location‐aware Location‐aware Location‐aware Customer awareness, messaging to messaging with text with specific opt‐in, & management drive app embedded links marketing of location programs downloads & usage messages Carrier‐based location from Locaid 42 Copyright © 2011, LOC‐AID Technologies. Patents pending, all rights reserved. Confidential ‐ Do Not Copy or Distribute Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 43. Locaid 100% OF EVERY MOBILE FOR ANY LOCATES NETWORK DEVICE LOCATION LOC‐AID runs the LOC‐AID locates 350M LOC‐AID delivers LOC‐AID finds every largest LaaS gateway devices, real‐time. ubiquitous location. device on the network. and carrier reach No app to download. Indoors and out. For any mobile No user action needed. GPS and CELL‐ID. application. Any device. For the Fortune 1000. Anywhere. The world’s first and largest LaaS company 43 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing CONFIDENTIAL AND PROPRIETARY. Any use of this material without specific permission of LOC‐AID Technologies, Inc. is strictly prohibited October 18, 2011‐ Sponsored by Locaid
- 44. • 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 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 45. 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 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid
- 46. 46 Mobile Marketing Association The "Why" of Location‐enabled Mobile Marketing October 18, 2011‐ Sponsored by Locaid