mobile messaging for smarties

three mobile solutions to...

๏ increase revenue

๏ decrease expenses

๏ generate leads

๏ foster brand loyalty

๏ improve customer service

MOBILE MESSAGING

jim washok | chris littleton | daniel catley

WHO WE ARE | WHAT WE DO

๏ Founded in 2005 in Richmond, VA

๏ Mobile interaction engineering

๏ Turnkey, flexible, DIY SaaS SMS platform reaching 98% of U.S.

๏ Rapid mobile web architecting for info delivery & lead generation

๏ Instant, relevant, engaging conversation

๏ Wholistic incorporation into existing/future...

๏ Communications - email, online, voice, print, signage, etc.

๏ Operational systems - ERM, CRM, sales, inventory, etc.

๏ Business processes - person lifecycle management

๏ Physical environments - scenario appropriateness

๏ Consultative approach with a foundation of thousands of previous successes & failures reduces risks & facilitates rapid positive ROI

SELECT CLIENTS & PARTNERS

WORD OF MOUTH

...inexpensive interactive communications for reliable

and rapid engagement of a quality audience with

uniquely focused messaging via a universally desired

secure channel for intimate socializing.

...the 'holy grail' of personable, effective messaging!

MULTIMEDIA COMPARISONhow similar to word of mouth is other media

PRINT/DM BEST DEFINED AS...

uniquely focused micro-messaging via a universally

desired secure channel for intimate socializing.

RADIO BEST DEFINED AS...

TV BEST DEFINED AS...

EMAIL BEST DEFINED AS...

WEB BEST DEFINED AS...

COMMUNICATION ISSUESa trio of primary challenges to all messaging

๏ not fast enough

๏ not seen in time

๏ crowded for attention

Message

Distribution

๏ no personalization

๏ no customer segmentation

๏ no use of customer data

Message

Irrelevancy

๏ wrong time to call

๏ wrong place to visit

๏ lack of organic recall

Message

'Non-gagement'

APPS, ADS & SCANS...OH MY!so much power...so little reach

๏ multimedia opportunities

๏ minority user base; <30%

๏ tech/platform constrained

MOBILE WEB & NATIVE APPS

๏ maximum creative exposure

๏ major relevancy & use issues

๏ tech/app/carrier constrained

MOBILE ADS & SCAN CODES

๏ integrated social marketing

๏ just a drop in Niagara Falls

๏ mobile reach not assured

SOCIAL MICRO-MESSAGING

3 EFFECTIVE SOLUTIONSto ease communication issue woes

rapid foot / click traffic

receive individual data

improve service

3 EFFECTIVE SOLUTIONS

rapid foot / click traffic

receive individual data

improve service

NOT 3, BUT 1!

TEXT MESSAGING

SMS : A 3-IN-1 SOLUTIONquick & easy traffic | receive data | improve service

๏ integrated direct response

๏ sent in secs; read in mins

๏ no msg / relevancy conflicts

๏ keywords group customers

๏ names, emails, zips, dob

๏ menus, codes, surveys/polls

๏ customer/data triggers msgs

๏ insert personalization data

๏ two-way interaction

SMS WORST DEFINED AS...

...the text communication service component of

phone, web or mobile communication systems, using

standardized communications protocols that allow

the exchange of short text messages between fixed

line or mobile phone devices.

...a cute toy to be used with family & friends!

SMS BEST DEFINED AS...

...the closest digital medium to word of mouth!

UNIVERSALdevice/carrier agnostic | used daily by 200 million

SECUREsafe wireless medium | personal device | removable

FASTtexts delivered within seconds

RELIABLE1st mass communication method following disasters

INEXPENSIVEpay for absolute reach at pennies per text

SIMPLE160 unformatted chars for easy content creation

FOCUSEDa specific message to a specific audience

UNIQUEeasily personalized to each recipient

DESIREDmust opt-in | easy opt-out

ENGAGINGadds direct response to ads | relevancy inspires action

INTERACTIVEinstant response built-in | most reply within an hour

INTIMATEconversation via most personal device

SOCIAL6 billion texts daily in U.S. | preferred over voice

FLEXIBLEany use | any device | anytime | anywhere | any how

universal

easy fastcell # capture

focusdata input

per sonal

inex pen sive

LBSmulti me dia

SMS + + + + + + + + - w/url

Web - - - - + + login - - ~

Apps - - - - ~ + + - + +

QR - - - - ~ w/url - - - ~

Ads - + - - + - - - + ~

IMPLEMENTATIONSwhat's possible? | just how easy...really?

TEXT BOOK TO 68247

Standard message & data rates apply. No purchase necessary. Must be present to win. Winners chosen at random. One entry per number.

๏ call to action in all media

๏ text keyword to short code

๏ instant, pre-configured reply

๏ various workflow options

๏ two-way communication

๏ collect actionable leads

๏ NOW = higher rates

๏ all ads direct response

๏ mobile web adds options

๏ feed to lead / CRM apps

INTEGRATION LAYERS

AGGREGATORS

http://www.usshortcodes.com/csc_aggregators.html

APPLICATION PROVIDERS

http://www.usshortcodes.com/csc_applicators.html

SUBSCRIBER API | CALL<?xml version=”1.0” encoding=”utf-8” ?>

<Username>OTAir</Username>

<Password>otair</Password>

</Authorization>

<CurrCellNumber>9994561234</

CurrCellNumber>

<Name>Jim Washok</Name>

<Email>james.washok@otair.com</

Email>

</Subscriber>

<Group>

<Keyword>oualerts</Keyword>

<SubGroup>security</SubGroup>

</Group>

<Group>

<Keyword>oualerts</Keyword>

<SubGroup>Residences</SubGroup>

</Group>

</Groups>

</SubscriberRequest>

SUBSCRIBER API | RESULT<?xml version=”1.0” encoding=”utf-8” ?>

<CurrUserId>088029</CurrUserId><CurrCellNumber>9994561234</CurrCellNumber><CurrEmail></CurrEmail><CellNumber>1234567890</CellNumber><ProviderId>3</ProviderId><UserId>088029</UserId><Name>Jim Washok</Name><Email>james.washok@otair.com</Email><Validated>Y</Validated><Notified>Y</Notified><Additions>3</Additions><Updates>2</Updates><Replacements>5</Replacements><Deletions>2</Deletions><Errors>0</Errors><Subs>11</Subs>

</Subscriber>

<ShortCode>68247</ShortCode><Keyword>oualerts</Keyword><SubGroup>security</SubGroup><Result>A</Result><ErrorCode>0</ErrorCode><ErrorMessage></ErrorMessage>

</Group><Group>

<ShortCode>68247</ShortCode><Keyword>oualerts</Keyword><SubGroup>residences</SubGroup><Action>D</Action><ErrorCode>0</ErrorCode><ErrorMessage></ErrorMessage>

</Group><Group>...

</Groups>

</SubscriberResponse>

MESSAGING API | CALL<?xml version=”1.0” encoding=”utf-8” ?> <MessageRequest>

<Authorization> <Username>OTAir</Username> <Password>otair</Password>

</Authorization> <Message>

</From> <Response>Y</Response> <SendTo>

</SendTo> </Settings>

<Notifications> <Text>8041234567</Text> <Email>info@otair.com,help@support.com</Email>

</Notifications> <Distribution>

<Number>1234567890</Number> <Carrier>Verizon Wireless</Carrier> <Keyword></Keyword> <SubGroup></SubGroup> <InclSubGrps></InclSubGrps> <Title></Title> <Content>Hello World!</Content>

</Distribution> </Message>

</MessageRequest>

MESSAGING API

Messaging API Options

The MT processor allows for three types of

transmissions:

1. Sending a text message to a single recipient

by CSC and/or SMTP

2. Sending a text message to multiple recipients

by CSC and/or SMTP

3. Sending multiple text messages to multiple

recipients by CSC and/or SMTP

4. Sending a text message to a single group, and

optionally all subgroups, by CSC and/or SMTP

5. Sending multiple text messages to multiple

groups, and optionally their subgroups, by

CSC and/or SMTP

Messaging API Results

<?xml version=”1.0” encoding=”utf-8” ?> <MessageResponse> <Value>true</Value> <Errorcode>0</Errorcode> <ErrorMessage></ErrorMessage> </MessageResponse>

EMAIL INTEGRATION

OTHER INTEGRATIONS๏ Panera Bread

๏ Salesforce.com

๏ Doctor & dentist appointment reminders

๏ Automotive repair systems

๏ Inventory control systems

๏ Utility monitoring & outage communications

THE POWER OFMICRO-MESSAGING

show me the money...stat!

18-22%

broadcastopt-in rate

55,000'best of...'sms votes

10-55%sms coupon redemption

85%sms votes

from tv promo

67,000+opt-ins

UP TO 26%

lift in sameday sales

1,000free studenttax preps

344:1 ROIvs. 24:1 mail

$0.20 cost/cust

20%sms couponredemption

$275,000savings

80% OPT-IN

broadcastretention

15.3%receipt codesubmission

27%deeper funnelpenetration

SOLD-OUTunscheduled

show in hours

10,000opt-ins

ADDITIONAL RESOURCES - DIGITAL

๏ Mobile Marketing Association – http://mmaglobal.com

๏ Wireless Week magazine – http://wirelessweek.com

๏ FierceMobileContent – http://fiercemobilecontent.com

๏ Mobile Marketer – http://mobilemarketer.com

๏ Branding Unbound blog – http://www.maverix.typepad.com/

๏ DMNews - Mobile – http://bit.ly/DMnewsMobile

ADDITIONAL RESOURCES - PHYSICAL

"SERVICE SECOND TO NONE"

OTAIR MOBILE MESSAGING

๏ Subscribe to monthly news by email &/or weekly via text

๏ http://i.otair.com/txtnews

๏ Follow us for the latest messaging strategies, uses & stats

๏ Twitter : OTAir

๏ LinkedIn: http://i.otair.com/foloLI

๏ Facebook: http://i.otair.com/foloFB

๏ For free consultation, quote, demo or trial account

๏ Chat us online at OTAir.com 9a-6p ET M-F

๏ Email us at sales@otair.com

๏ Call us toll-free at 888.898.8247

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