Engaging mobile conversations convert clickers into consumers

1. Engaging mobile conversations convert clickers into consumers cdadd Director @zenith_mist cdadd@zenithmist.com

2. About ZenithMist "ZenithMist’s service makes retailing easy on mobile for ShopontheBeach.com" Tina Burnham

3. ‘Some brands will win big with mobile. Others will wonder – what just happened?’Mary Meeker

4. Quick Facts • 90% of UK people send text each month (Ofcom 2010) • Consumers almost as happy to receive text from brands as friends/family • 62% read messages in 5 mins from senders they don’t know (DMA, IAB 2010) • 67% of O2 customers are likely to engage with a mobile offer, O2 Customer World 2010. • Mobile searches are up 216% YoY Q2 2011 (Wmps.com) • Mobile sales x2 over 3 years (Researchandmarkets.com) • 91% of UK consumers have used their mobile for shopping (Digby.com) • Approx 40% of UK mobile phones are smartphones • UK smartphone users are 63% more likely to engage with m-commerce (IAB) • More than 40% of UK merchants expect to have a transactional mobile site or app within the next year (IAB)

5. doubles mpaymentsforecast to $3bn

6. 1. thinkBIGstartsmall 2. Ideasneed insightful inv€stm€nt 3. fail fast, fixflourish 4. ...continuously...improve don’t await P E R F E C T I O N O 5. Be pen not... 6. crowdsource share

7. MMS2-4-1CinemaTix 1. Card Dispatched“Your card has been dispatched” 2. Card Activation message “Activate your card now by texting ACTIVATE and…” to 82NAT 3. Credit Card Welcome “Welcome to your new Credit Card. To make a balance transfer on your account, reply BAL TRAN and an advisor will call you back” 4. Credit Card Payment Registration “You can mange your Credit Card by signing up for balance & payment alerts using credit care. To register for Credit Card Payment Services go to www.rbs.co.uk” Mortgage Application Tracking Alerts 1. AIP subj to conditions “Ref: 1234567890 to progress your mortgage loan we require you to supply xxx.” 2. Survey “Ref: 1234567890 we have instructed our panel to arrange a survey on your mortgage property within 5 days. 3. Loan offer posted “Ref: 1234567890 your mortgage loan offer has been posted today. 4. Mortgage loan released “Ref: 1234567890 your mortgage loan funds have been released to you today. Congratulations on your new loan. Reply INSURANCE for a quote” A customer’s life with mCRM - automated (1/2) Promote acct benefits Any RBSG card Text “CREDIT BAL” Or “DEBIT BAL” to 82NAT O2 Load & Go Visa Prepay Text “Balance” to 10202 Txt 2 shop Text REG to 82NAT Appointment Reminders Retail Diary Mobile # 07898298293 Natwest: This is to remind u of your appt tmrw @ 2pm with Gary.

8. EMERGENCY 200 Your £200 emergency cash PIN code is 2344 Use SMS abroad. Avoid data costs + Use IM in UK Payment message sent to the customer Balance message sent to the customer Mobile Instant Messaging 4. Customer withdraws cash 1. Customer texts in to 82NAT for £200“Emergency 200” 2. Receives PIN 3. Customer enters PIN at ATM Text LiveAdvisor / Black Card PA Text Q and your question to 82NAT and an advisor will help A customer’s life with mCRM moving to RM-led(2/2) Lost my card! I’ll text to get some emergency cash before I catch my plane. 2 3 4 5 Yes please. This afternoon would be ideal. Claire: Yes Mr Smyth, Time Inc is at $29. Would you like your relationship manager to contact you? Q Can you tell me the Time share price? Msg to RM 1 Msg from RM using Contact Manager FT tweet: Magazine publishers plan digital store: Time Inc is leading an industry-wide… http://bit.ly/v8KNU Reply from LiveAdvisor 6 Texted to 82NAT Mr Smyth, would you like me to subscribe you to this stock or send you our stockbroker application?

9. NatWest Mobile • Profiled O2 customers by their bank sort-code • Segmented by opted-in iPhoneowners • 23% CTR on SMS • Top of financial app section in 4 hours

10. Identify your revenue model

11. Some good examples from the industry... mountain?

12. AutoTrader Mobile (seller pays) • 2.7m+ car searches / month • 45% on dealer forecourts • Personalisation the key to success • Best Use of Mobile, AOP 2010

13. Hearst Magazines UK increases brand depth(Freemium – Free then pays) • Wide stakeholder consultation to develop mobile strategy for leading magazine publisher • First application for Men’s Health just launched

14. Free to download mcommerce app 600k+ downloads After 4 weeks... 6 weeks later... 12 weeks later... Reached #1 Free Travel app -iTunes Over 500,00 Downloads across Platforms Gross Revenue over £1M

15. Betfair in the News • Q1FY12: 7.4 million bets on its mobile products, leading to £4.2m of revenue • one third of sports customers using a mobile device to place a bet

16. Ted Baker is poised to double its digital spend in the next year in a strategy that could see the installation of Wi-Fi networks in its retail stores.

19. Gift or Buy with PayPal then Share

20. Brand Selection Stores Features • Custom selection of apps • Skinned to brand (egshoponthebeach) • Ads can be positioned to cross-link/sell back on retail site in new-pop up Benefits • Brands show apps that match their values with no need to create many bespoke • Vogue press appeal as it shows modernity in social media mix • Drives sales on original retail sites • Improves brand SEO ranking • Generates potential rev share on paid-for apps • CRM improves significantly

21. Making it stand out • Interactive - It’s not just about consumption. It’s also about discovery • Social – It should empower the user to share • Connected – it works everywhere • Open Dialogue – open to feedback from the users to improve, update and personalise the offering • Practical & Safe – by providing a POS that is easy and secure to use and visible opt-in