Tony Stanton, CEO

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Tony Stanton, CEO
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Hello, its me
LBS Subscribers by Application - Europe
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How do I
Get repeat visits
Get more footfall
Drive revenue
Reduce waste
Respond quickly
Up the yield
Target effectively
Get something tried and tested but not tired
Stay green
be cost effective
Get accountable campaigns
Understand my audience better
Encourage repeat purchase
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What is this?
A mobile phoneA personal computerA convergent
digital deviceA lifestyle remote controlA
powerful marketing and CRM platform
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Why is mobile so vital?

• Its personal
• Its always on
• We never leave home without it
• Its easy to use
• Its not intrusive
• We can take pictures, send messages, speak to
  friends
• It entertains us surf the internet or watch TV
• It has a built in payment mechanism

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Interesting facts

• Mobile penetration well over 100
• Handset churn every 9 months
• Flat distribution across demographics
• 42 of users have Bluetooth on by default
• Mobile internet fastest growing area of web
  usage
• LBS (location based services) predicted to grow
  to 100m subscribers in Europe by 2012

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What is Bluetooth?

• A protocol enabling 2 or more devices to
  communicate
• Peer-to-peer or one-to-many
• Developed by Ericsson in Denmark
• Secure, fast, low battery consumption
• Used in mobile devices, laptops, GPS, cars,
  headsets, gaming, Nintendo Wii.

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What can we send to a phone?

• Simple Text
• Animations, vouchers, offers, tickets, barcodes
• Videos
• Pictures
• Games
• Competitions
• Music
• WAP sites
• Fully interactive mobile applications

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What is gogo?

• A mobile marketing solution including a new way
  to deliver content FREE to mobile phones - a
  location based service.
• Comprises of a small pod controlled by our web
  based Content Management System, which identifies
  a consumer's Bluetooth-enabled handset and
  delivers a tailored message to them.
• Can be located anywhere at poster sites, retail
  locations, entertainment venues, public spaces or
  embedded in interactive kiosks, vehicles
• Delivers all content types - text, still or
  animated images, audio, video and applications.

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gogo the system

• No network charges for the brand or the consumer
  
• Delivers content up to 10 times faster than via
  a mobile network
• Can track users and deliver them relevant
  content
• Handset Recognition - Useable on any phone
• Centrally managed via the web
• Intelligent Campaign Management -
• - multiple content delivery
• - recognises unique users
• - rules can be applied
• Integrates seamlessly with all other digital
  mediums WAP, WEB, SMS, Display, TV
• Environmentally friendly

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gogo creating a bluetooth zones

• A Bluetooth Zone contains a small device called
  a gogo Pod. These transmit information to the
  mobile phone and are linked to a central, remote
  server which controls all information going in
  and out.
• Each different Zone can give different
  information which is automatically updated. This
  can be relevant to where it is and even when it
  is sent.
• All information is on request. Which means people
  get information because they want it. You can
  even target specific content for specific user
  groups, or specific locations.

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gogo contacting the phone

• Ideally a poster in a zone is used to tell users
  about the information offered, asking them to
  turn Bluetooth on and accept the message
  received.
• A message is sent to the users phone for
  exampleDo you wish to receive information from
  Brand X ?
• The user is then given the option to Accept or
  Reject.
• If the user decides to Reject the information
  then the gogo system quarantines the mobile
  phone for a pre-determined length of time. This
  can be from 5 seconds to lifetime.

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gogo accepting content

• When a user accepts the request, the information
  is automatically downloaded to the mobile
  phone.Information can be downloaded onto a
  mobile phone in a number of formats including
  text, images, audio and video.
• gogo can also offer customised java applications
  which can be downloaded onto a user's mobile.
  These will remain on the phone in the form of an
  easy-to-use menu-driven application.

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gogo user data and security

• Data sent will always be clearly identified as
  content from the Brand and the system will not
  ask to pair with any device. The system will
  never ask for access to content on the user's
  mobile handset.
• The gogo network is protected by multiple
  firewalls and has private addressing for all gogo
  units to ensure the security of the product.
• We utilise the latest SPI firewalls and
  constantly review our access control lists.

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gogo user stats

• Whenever a user registers or downloads content,
  they are instantly entered into the central user
  database. This tracks and monitors users due to
  their phones unique bluetooth fingerprint.
• When a user visits a zone the system recognises
  the handset and can send tailored content to the
  user, based on or updating previously downloaded
  content.
• The central user database monitors handset
  detections, successful downloads, and rejected /
  failed requests.

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Case Study 1 - gogo in a city

• gogo was originally developed to provide a
  virtual guide to Leeds part of a European
  trans-national legibility initiative
• Location based information including hotels,
  bars, restaurants, transport, attractions and
  sport are all available
• Directs the user around the city
• Live updates via RSS for news and weather
• Successful live trials completed mid 2007.
  System went live early 2008

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gogo in a city
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Case Study 2 countryside treasure hunt

• Summer 2007 saw mobile users taking part in a
  county wide Treasure Hunt
• An interactive campaign driven by a fully
  interactive website and promoted via posters,
  advertising and PR
• Participants were delivered clues that led them
  to gogo pods placed in tourist areas around the
  Kent countryside
• Cryptic clues were delivered to participants via
  the pods leading them to the next destination
• The clues were a series of animated gifs and
  images
• Over 1000 active participants took part in the
  treasure hunt that spanned 4 weeks

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Case Study 3 Metropolitan Police

• The London Metropolitan Police is now keeping the
  public in the know by messaging their mobile
  phones. They began distributing community safety
  information to mobile phones in December 2007.
• Messages are sent from police stations, vans and
  cars
• Warn the public about a muggings and cashpoint
  robberies
• Used to inform public in emergency situations
• Permanent pods based in police stations
• Messages can be quickly and easily prepared and
  distributed
• Inform members of the public of terror warnings
  or witness appeals.
• 11 Police forces now using GOGO - is now the
  number 1 system for blue light services

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Case Study Metropolitan Police

• In a recent appeal on Oxford Road the stats for
  three pods were
• Total Detections 2224 - T3-71568 - T3-81316 -
  T3-1Of those detections the number of Unique
  Detections 3521Out of those detections the
  number of people that interacted (accept or
  reject) 1667
• Those that Accepted 783 Those that Rejected
  884
• A 46.9 acceptance rate.

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Hoyts Cinemas

• During the pilot period monthly interaction
  levels doubled in the first 3 months
• Since national roll-out monthly interactions
  levels have increased by 120
• M-coupon redemption rates have been impressive
  and clearly measurable
• Redemption rates of 41 for shop vouchers, 99
  for movie ticket offer
• Overall average opt-in rate 54, up to 84 for
  movie content
• Improves the way HOYTS engages with their patrons
  to promote upcoming films

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Hoyts Cinemas

• Makes downloading rich video audio affordable
  for the average consumer
• Adds more value to their patrons' entertainment
  experience
• Quote
• It's a new communication strategy for us,
  primarily to increase frequency (of purchase) and
  reward repeat visitation.
• Anthony Thiessen, Head of Marketing

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Location Awareness benefits

• Interaction Pre-event - drive awareness and
  footfall
• Interaction post event - CRM, repeat purchase/
  visits
• Resolicitation
• Data collection
• M-vouchers
• M-commerce
• M-tickets

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Why wait?

• Infrastructure exists now
• Low cost of deployment
• Low cost of creative and no/low cost of
  distribution
• Mobile web usage highest growth area
• Add mobile to existing channels - print, web,
  outdoor, broadcast

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And finally

• GPS Devices are location aware
• Mobile operators therefore know where I am, and
  who I am
• That data is very useful, e.g. heat mapping
• Employer, health and other insurers, spouse
• Regulation will be necessary in the future
• Bluetooth LBS is different

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And finally

• A major theme in mobile applications now and in
  the coming months is the ability to detect the
  location of the user, and to use that information
  in useful and compelling ways.
• PCWorld magazine 22 Jan 2009

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Thanks, Ill be hanging around07734 850 850
an england company www.englandagency.com