Branded Mega Promotion

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Branded Mega Promotion
Delivering technologies to engage entertain a
global mobile audience
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Company Details
Founded in 1999
Head office in Athens, Greece 4 more offices
across the world
Expertise in mobile marketing and mega
promotions(over 1200 SMS promotions annually)
Advanced social networking (Akazoo community) and
premium content delivery
Campaign management for media partners and clients
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Global Footprint
Office Warsaw Poland
Office Moscow Russia
Head Office Athens Greece
Office Istanbul Turkey
Office Sao Paulo Brazil
Additional Active Countries 2010
Active Countries 2009
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Company Highlights
Long-established relationships with telecoms
across the world, such as Vodafone, Orange, MTS,
Beeline, ATT, Wind, COSMOTE, Turkcell
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The largest Mega Promotion in the world with
Beeline Russia (2010)
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More than 90 employees overall, over 35
technology staff
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Direct connectivity with 24 telecom operators
worldwide. Systems that process more than 300
million SMS and 500k voice calls every month
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Operators of Akazoo with presence in Greece,
Turkey, Poland, South Africa.Roll-out plan for
2010 includes Russia, Ukraine, Brazil and Spain
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Clients Partners Mobile Operators
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Company Positioning
Akazoo community bridges the gap between web and
mobile and offers a huge database of premium
mobile content
Internet Community Services Mobile Content
Vast experience in Mobile Marketing and Mega
Promotions
Campaigns for Media
Mega Promotions
Experts in providing our media partners with
unique solutions
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The Internetq Advantage

• Media Expertise
• Experience in TV campaigns and services
• Media Campaign strategy

• In-house Software
• Max flexibility control
• Custom upgrades

• Prepaid know-how
• Specialized knowledge of prepaid users
• Mechanics and processes targeting prepaid
  subscribers

• Campaign Management
• Real time monitoring and management
• Step by Step statistical analysis

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Promotion Concept
Delivering technologies to engage entertain a
global mobile audience
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Promotion Objectives
Brand Image
Multiple benefits for Movistar

• Subscribers offered innovative services
• Valuable prizes spark interest

Financial Rewards

• Significant revenues and gross profit
• Increased ARPU

Customer Loyalty

• Personalized interactivity, continuous reward
• Reduced churn rate during the promotion

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Promotion Format
Concept
Availability
Send SMS and win millions! Users register by
sending a blank SMS to the promotion short-code
Promotion will run for 60 days All Movistar
subscribers can participate Each SMS costs (incl.
VAT) 2000 COP
Advertising
Point system
Notify Movistar subscribers through SMS Strong
online advertising campaign to boost
participation levels
All SMS give points for the prize draws Extra
points given during bonus periods Points
accumulation used in every draw
Prizes
Draws
Highly valued cash prizes Daily and
end-of-campaign prizes
More points equal higher chances All participants
eligible for final prize Participate in daily
draw with one SMS
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Movistar Business Case
Delivering technologies to engage entertain a
global mobile audience
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Promotion Prizes Cash
Scenario 1 Daily Prize

• Prize fund of 300.000.000 COP
• 5.000.000 COP cash every day

Scenario 2 Daily Prize, Final Prize

• Prize fund of 300.000.000 COP
• 3.000.000 COP cash every day
• 120.000.000 COP cash on last day of campaign

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Media Campaign
Internet-focused promotion activities
Search Engines
Banner Ads
CPA Networks
Social Media
Sophisticated Google Adwords campaign
Placements of banner advertisements on major
Colombian websites
New user acquisition through targeted web
initiatives
Utilizing popular social networks to further
increase awareness about the promotion
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Revenue Projections (all values in COP)

Costs Prizes 300.000.000
Costs Tax on prizes (10) 30.000.000
Costs Advertising 100.000.000
Costs Total Costs 430.000.000
Revenues Mobile Subscribers (active) 4.000.000
Revenues Projected Participation 6
Revenues Total Expected Participants 240.000
Revenues Average MO SMS per Participant 5
Revenues Total MO SMS for all Participants 1.200.000
Revenues Proceeds per MO SMS (excl. VAT) 1680
Revenues Total Revenues 2.016.000.000
Profit Movistar Profit 1.112.000.000
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Revenue Sharing
Movistar Internetq
Revenue Sharing 35 until break-even 65 afterwards 65 until break-even 35 afterwards
Promotion breaks-even when all costs for prizes,
tax on prizes and advertising have been
recovered by Internetq
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Service Mechanics
Delivering technologies to engage entertain a
global mobile audience
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Service Mechanics
2. Inform Welcome promote MTs
1. Engage Base Bulks Communication strategy
6. Review Constant monitoring MT testing
3. Motivate Info rounds, high-value prizes
4. Profile High response
5. Reward Glamorous prizes winner
announcements
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Strategy to the Top

• Maximum recruitment
• Optimal play rate

• Grand prize urgency bulk SMS
• Final 10 days countdown bulk strategy

• Special offers through MT SMS
• Prize winner announcement

• First base bulk initial recruitment

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Maximizing Response Rates
MT SMS 1
Decision Process

• Initialization of multiple messaging concepts
• Testing of messages in similar targeted sample
  user groups
• Selection of final message for mass broadcast
  based on highest response rate
• Real time monitoring via human intervention
• Regression analysis to identify enviromental
  effects

Response
MT SMS 2
Response
MT SMS 3
Response
3
Response
MT SMS 4
Response
Response
2
1
MT SMS 5
Response
Response
Response
MT SMS 6
Response
MT SMS 7
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Value Proposition
Delivering technologies to engage entertain a
global mobile audience
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Internetq Responsibilities
Campaign Optimization
Prizes
24/7 Support
Software Development
Prize and advertising costs fully covered by
Internetq Transparent and reliable drawing
mechanism for selecting winners Amount equal to
cost of prizes to be deposited in escrow
account
Promotion operations and management Team of
copywriters creates the messages for the
campaign Continuous monitoring to ensure maximum
participation Media campaign design and
execution
Technical support 24/7 Provision of advanced
Customer Care web interface Automatic SMS winners
notification
Application development Detailed web site with
information about the promotion Excellent
technical implementation Expertise in adaptive
billing
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Required from partner
Minimum 7 rounds of bulk SMS messages Non-chargeab
le MT messages to engage subscribers
Free short code for special campaign keywords
(i.e. STOP) Direct connectivity to allow
Internetq send the bulk and teaser SMS
Inform subscribers through service
messages(top-up confirmation, missed call
notification, USSD menu, etc)
Payments to Internetq within 30 days from invoice
date (two invoice dates, on day 30 and day 60 of
campaign)
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Appendix 1Technical and Call Center support
Delivering technologies to engage entertain a
global mobile audience
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Dedicated Call Center
Round the clock support

• Internetq guarantees a professional dedicated
  24/7 Call Center with
• Three 8-hour shifts
• 12 employees
• 30 telephone lines

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Call Center Interface
Internetq will provide a web-based Call Center
interface
Password-protected access

• Access by authorized users only (username and
  password needed)
• Agents type an MSISDN and retrieve campaign
  information for selected participant

Available Information per MSISDN

• Last Activity
• Total Points
• Points for Selected Period
• User Status
• All MO/MT flow
• Points per message
• Ability to include/exclude users

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Dynamic On-line Software User Details Report
(Back-Office)
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Dynamic On-line Software User Details Report
(Back-Office)
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Response and Resolve Time
IT Technical Issue Response Time Resolve Time
Critical 1 hour 4 hours
Major 2 hours 8 hours
Minor 4 hours NBD
S/W Technical Issue Response Time Resolve Time
Critical 1 hour 4 hours
Major 2 hours 8 hours
Minor 8 hours 48 hours
Internetq guarantees 24/7 Technical Support
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Appendix 2 Statistics Interface
Delivering technologies to engage entertain a
global mobile audience
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Dynamic On-line Software SMS Report
Detailed statistics report at a selected time
period
MO SMS All incoming messages, charged and free
Charged MO SMS Number of paid MO messages sent
by users
Free MO SMS Number of free MO messages sent by
users
MT SMS Messages sent from operator to users
New Users Number of new users entering the
promotion
Bonus MO SMS MO messages sent during bonus
periods
Non-bonus MO SMS MO messages sent when no bonus
is offered
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Dynamic On-line Software SMS Report
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Appendix 3 Selected Case Studies
Delivering technologies to engage entertain a
global mobile audience
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Mega Promotion Beeline Russia
Beeline, Russia
Objectives Offer Beeline subscribers the
opportunity to play an intriguing game and win
big prizes Duration 100 days (01/03/2010
08/06/2010) Prizes Daily 1m RUB, Mid-Campaign
10m RUB, Grand 30m RUB
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Mega Promotion Orange Poland
Orange, Poland
Objectives Design a mega promotion with bonus
points for Orange subscribers who renew
contracts, add service packages or topup their
account Duration 100 days (26/12/2009
04/04/2010) Prizes Daily 1 BMW 3 series, Weekly
1 BMW X3
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Mega Promotion Turkcell Turkey
Turkcell, Turkey
Objectives Develop the first mega promotion in
the Turkish market and offer exciting prizes to
Turkcell subscribers Duration 60 days
(27/03/2009 25/05/2009) Prizes Weekly Mercedes
B Class, Grand Apartment (85.000 USD)
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Mega Promotion Kcell Kazakhstan
Kcell, Kazakhstan
Objectives Celebrate Kcells 10 year anniversary
with a massive SMS competition Duration 100 days
(07/11/2008 24/02/2009) Prizes Daily 3 x 1000
USD, Weekly Jeep, Grand House (300.000 USD)
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Mega Promotion Oi Brazil
Oi, Brazil
Objectives Create a campaign with rich prizes to
promote the mobile content (ringtones) available
by Oi Duration 80 days (11/02/2010
01/05/2010) Prizes Daily 1 Volkswagen Fox, 100
Ringtones
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Pusty SMS Cross Carrier (Poland)
Pusty SMS Lottery, Poland
Objectives Deliver an exciting lottery game to
subscribers of all Polish mobile
networks Duration Multiple formats (30 to 100
days) Prizes Daily 1 VW Fox, 100 Ringtones
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State Lottery Cross Carrier (Serbia)
National Lottery of Serbia
Objectives Provide a new channel of participation
to NLS (National Lottery of Serbia) beyond the
traditional paper-based ticketing Duration Multipl
e formats (30, 45, 60, 43 days) Prizes 500.000
USD allocated for each promotion
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Thank you!
Delivering technologies to engage entertain a
global mobile audience