content discovery with plazzza

PlazZzaContent discovery with PlazZzaFriday 21 April 2023

Confidential21 April 2023

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Contents

• Introduction: insights on wap

• Plazzza offer (SMS & WAP)

• How does PlazZza work?

• Way to proceed + communication plan

• Q&A’s

Introduction Growing importance of wap

Some insights


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Growing off-portal content offer

New Messages

Tones & Pictures

Games

News & Weather

Sport

Gallery My Vodafone

Select Back

Getting Around

Entertainment

Shopping Love & Life

Erotic

Chat

New Messages

Tones & Pictures

Games

News & Weather

Sport

Gallery My Vodafone

Select Back

Getting Around

Entertainment


Erotic

Chat

ON-portal

Limited “exclusive” content Billing: Wap content billing

Large offer of independent content providers (“COSPs”)

Billing: premium sms + Proximus M-Pay

OFF-portal


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It’s about getting the right content… to the right customer (1/2)

Mobile customerMobile content

New Messages

Tones & Pictures

Games

News & Weather

Sport

Gallery My Vodafone

Select Back

Getting Around

Entertainment


Erotic

Chat

New Messages

Tones & Pictures

Games

News & Weather

Sport

Gallery My Vodafone

Select Back

Getting Around

Entertainment


Erotic

Chat

VIA THE OPERATOR’S PORTAL (“on portal”)

• Direct WAP billing• Portal = entry-point Marketing !


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It’s about getting the right content… to the right customer (2/2)

OUTSIDE THE OPERATOR’S PORTAL (“off portal”)

DIRECT to customer

Premium sms (Wap = download bearer)

Mobile customerMobile content


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Wap Off Net Market

• “Off net” is increasingly attracting both more customers and content providers– In France, the “Gallery” model is having

considerably success– In Japan the key content providers are

migrating to Off-net and 32% of DoCoMo’s revenues are generated Off-net

– In Europe 20% of users would like/ or have accessed URLs outside the portal


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Vodafone Greece: “mobile internet” (1/2)

• Wap 3rd party wholesales environment “Mobile Internet”– directory of partner sites in a WAP Off Net environment

• Vodafone”enables” their business to sell its brands and digital content outside the Vodafone live! Portal

• Partners are fully responsible for their “labelled” proposition to the end-user

– Access methods to Mobile Internet via• Vodafone Live!-menu• the search engine• specifics URL (eg : “http://mobileinternet.gr”)• Wap push mechanism

– Off-net browsing pricing for the end-user • Purchased items : max € 7.00 vat incl. per transaction• WAP browsing : 0.6€/100kbytes vat incl.( time-based model

soon)


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• First results (from 06/03/06 till 26/03/06)

– 8 major local 3rd party providing in total 39 off portal wap sites

– “Chat & Contact”, “Erotic” and “Ringtones” represent 75% of the total transactions

– Average number of transactions per day : 171 (start up phase)

– Total number of transactions : 3427

Vodafone Greece: “mobile internet” (2/2)


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Gallery France: the right direction (1/4)

• Launched in October 2003 by the 3 French MNO’s

• February 2005 : 40 million pages seen

• In July 2005 : 520 services and more than 200 famous content providers

• Total Turnover in 2005 ( premium content) = 25 M€

• In March 2006 : 876 services active and an average of 25 new services per month

0

2

4

6

8

10

turn over (mio € )

1st Qtr 2ndQtr

3rdQtr

4thQtr

Gallery FR: turnover evolution2004-2005

20042005

CA Premi

um

2004 2005

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

1.9M€

2.7M€

3.2M€

3.4M€

4.4M€

5.2M€

6.8M€

8.8M€


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Projections Mix services Gallery 2006 (CA)

3%2%3%1% 10%

40%

25%

9% 2% 5%0%

0%

Administrations; servicespubliques * VPC, marchands, VAD, grandesenseignes Transport, pratique, quotidien *

loisirs

sites locaux

sites communautaires

Annonceurs *

Sonneries & Images

Charme

Chat

Infos/meteo/sport/tv

Jeux

• Increasing average transaction price:– From 1.97€ (Q1 2004) to 2.58€ (Q4 2005)

• evolution of the Mobile Multimedia Market in terms of– Content (Java games, realtones, video,…)– Handsets capabilities (3G, …)

• Pricing aspects • Purchased items : max € 7.00 vat incl. by transaction• WAP browsing :0.10€/minute vat.incl.

Type of content (2006)


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• France: More and more brands are discovering the power of the mobile channel (wap) and introduce it consequently into their marketing mix (if applicable combined with mobile payments)

Mobile content discovery… on the Belgian market

PlazZza


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Content discovery is about AID(A)

Awareness Interest Desire Action

• It all comes down to triggering an action of your customer…

SeeReadKnow

BuyReact…


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Content discovery is about AID(A)

Awareness Interest Desire Action

• WAP content discovery is about creating awareness, interest, desire in order to trigger off-portal transactions…

SeeReadKnow

BuyReact…

WAP CONTENT DISCOVERY PAYMENT

“PlazZza” PROXIMUS M-PAY


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Why a mobile discovery mechanism on the Belgian market?

• Mobile market & its customers becoming more mature (psms)

• Increasing off portal content offer

Increasing focus on choicechoiceMobile searching + browsing

Customer desire shifting from impulsivity to choicefrom impulsivity to choice


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With PLAZZZAPLAZZZA, the Belgian operators want to stimulate the off-portal market

• PlazZza

– Initiative by Proximus, Mobistar & Base in order to stimulate the off-portal wap market

– It is a WAP content discovery mechanism• Allowing mobile customers to easily find your

mobile content outside of the operator’s portal

• Entry point to off-portal content via wap or sms

• Transparency Transparency for end-user & content for end-user & content provider provider

– Common brand (&logo)– Common basic user functionalities– Common PlazZza shortcodes

(4444 and 7890) • Mobile payment (Off-portal): Proximus M-

PAY


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How does PlazZza work?

• Your brand/content available via wap

DIWODIGITAL WORLDWelcome

ENTER

• By subscribing to PlazZza you request at the Belgian operators

• an exclusive HITCODE (e.g. Your business “Digital World” could get “DIWO”)

• 5 generic keywords linked to your business (e.g. “Info”, “Business”, “Games”, …)

• 3 according Categories

… and you’re ready for your off-portal business…


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How does PlazZza work?Content discovery via SMS

DIWO

Customer sends free sms with your hitcode

to the PlazZza short number4444

Customer sees your“hitcode” on a billboard…

DIGITAL WORLDFind us on PlazZzaSEND “DIWO” to 4444

Find us

on PlazZza

SEND

“DIWO” to

4444

…or in a magazine

DIGITAL WORLDWelcome

ENTER

And is directly forwardedAnd is directly forwardedto YOURto YOUR

wap site…wap site…


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How does PlazZza work?Content discovery via SMS

• Mobile marketing• Transparancy for

content providers & end-users

• Call to action (e.g. linked to a campaign)

• Off-portal content sales with Mobile payment (via PROXIMUS M-PAY)


ENTER


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Look beyond the operator’s portal: content discovery via WAP

DIGITAL WORLDWelcome

ENTER

Vodafone Live! = entry point to PlazZza wap homepage

DIWO

Customer enters yourhitcode or service name (or keyword search)

… and is directed to the content provider’s wap page(discovery + payment!)


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Mobile Payments:Proximus M-Pay enables you to sell direct to your customer

Welcome to Proximus M-Pay

Please validate your payment:

Item: Game DonkeyIIIPrice: 6,95 €Seller: Donkey Games

Your account will be charged6,95 €.Your transaction number is UTI_12345.

Thank you for using ProximusM-Pay.

Digital content directly sold to your customer, via WAP or WEB


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Types of actions / content to discover via PlazZza

DISCOVERYPAYMENT (M-PAY)

DISCOVERYCALL TO ACTION

DIGITAL MOBILE CONTENT MOBILE MARKETING( = BRANDS)

• Content discovery for 2 types of mobile content


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PlazZza: model supported by 3 operators

Wireless application service provider (WASP)

PlazZza SUPPORTED BY BELGIAN OPERATORSEACH OPERATOR MANAGES OWN DATABASE

(CFR PSMS)

hitcodegeneric keywords(via request doc)

PlazZza

Content provider/brand

PlazZza PlazZza


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@ Proximus

REQUEST DOC (via WASP)• specify PlazZza content providers• … and according hitcode & keywords

• 1 service name (e.g. Digital World)• 1 hitcode (e.g. DIWO)• 5 generic keywords (e.g. games, logos)

COSP is referenced in PlazZza COSP is referenced in PlazZza (Proximus back end)(Proximus back end)

Start your action !!Start your action !!


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Way to proceed at Proximus


ENTER

Your content available via the mobile channel

DIWO

M-Payments option? via M-Pay enabled partner

PlazZzaRequest

Via WASP

- Your hitcode

- Your keywords &

according categories- …

Request @ Proximusvia your partner WASP

GO!


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Short term communication plan on PlazZza by Proximus

MAY 2006Press Release

Proximus/Base/Mobistar

JUNE 2006• PlazZza on

www.Proximus.be• E-Zine

(newsletter via mail)

• ProxiNews(postpaid invoices)• Vodaphone Live!’s

What’s News?

SEPT-OCT 2006Proximus Mobile

Business Solutions Magazine

(COR+SME)

JUL-AUG 2006Proximus Shop

Magazine(dealers)

THANK YOU

Q&A

content discovery with plazzza

Documents

right content

premium content

digital content

content discovery

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portal confidential

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type of content 2006graph30