LOCATION BASED MOBILE ADVERTISING

IN HUNGARY

Gabriella Dalos-KovácsGlobal Market Development

T-Systems International GmbH.

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T-SYSTEMS INTERNATIONALDEUTSCHE TELEKOM'S CORPORATE CUSTOMERS ARM

DEUTSCHE TELEKOM. FACTS & FIGURES

More than 190 million customers

in 50 countries and 230 000 employees worldwide

No. 1 on German market: telecommunications, mobile, IT

Own data centers and networks around the world

Revenue of EUR 60.1 billion

ICT FOR CORPORATE CUSTOMERS

for public sector institutions

for multinational groups:

Automotive, Manufacturing Industry

Telecommunications, Energy, Healthcare

Financial sector, Retail, Services, Media

Employees: 50 000

Revenue: € 9.5 Billion (2013)

Deutsche Telekom: International leader for connected life and work

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BIG DATA IS ABOUT TO BECOME THE #1 CHANGE DRIVER

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TRENDS OF THE MOBILE ADVERTISING MARKET

€385B

€454B

~€35Mrd.~€10Mrd.

Mobile Advertising with high growth

(CAGR: ~50% 2013-2016)

2013 2016

Mobile Advertising Revenue (US $ MN)

Contribution to global growth (US $ mn Ad Spend 2013-2016)

Mobile Advertising market (2013-2016)

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Why should companies add text message totheir marketing mix?

20%of emails are opened

29%of tweets are read

12%of Facebook posts are read

98%of text messages (SMS) are read

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Sources:

http://techcrunch.com/2012/02/29/facebook-post-reach-16-friends/

The Solution

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On the rOad tO „BIG data”

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The SOLUTIONCampaign management system based on real-time B2B2C model.

ANALYTICAL data collecting• Collection of mobile phone’s GSM cell information.• Purchasing behavior, affinity analysis.• Purchasing willingness data.

What we OFFER• Targeted, analytical based SMS promotions.• Extremely effective revenue growth.• Increasing customer loyalty.• We help brands communicate with their audience

based on their location.• Run drive-by special offers campaigns, raise

awareness of new stores.

Company’sown loyalty database

Online shop or in-store customers

Opt-in DB(Telekom

opt-in)

Network compart-

ment

SMSgateway

Big Data infrastructure and

applications

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BREAKTHROUGH, HIGHLY RELEVANT SOLUTION TO PRODUCE REAL-TIME ACTION

Special Promo at Mall XYZ: Get anytwo burgersfor only EUR 5,00. Show this message.

Greetings: Telekom

REASONABLE OBJECTIVES: INCREASE BRANDAWARENESS AND CUSTOMER LOYALTY

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THE RIGHT MESSAGE, AT THE RIGHT TIME, AT THERIGHT LOCATION

Is your store usually empty between 3 and 5 p.m.? Lure in guests with an attractive discount right at the moment.

Do you have a brand new product and want to let the potential customers know about it? Tell them as soon as possible with our location based mobile marketing solution.

Gain insight of who your clientele really is: understand the classification of your consumers ( according to age, gender)

Advertise it: Try the comfort of our runningshoes and share with friends.

Let the people know about the promotionsaround the malls/points of interest .

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PRESS CONFERENCE – 17 SEPTEMBER, 2014

trial period AND RESULTS:Mobile advertising solution

SUCCESSFUL PILOT RESULTSFEBRUARY- MARCH, 2014

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11.97%

4.87% 4.49% 4.22% 4.17%

0%

2%

4%

6%

8%

10%

12%

14%

Res

pons

era

te

Campaign 1. Campaign 2. Campaign 3. Campaign 4.

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EFFICIENT SOLUTION5-20 TIMES BETTER RESPONSE RATES THAN INDUSTRY AVERAGE

Industry average

CTR

THANK YOU FORYOUR ATTENTION!

IF YOU HAVE ANY QUESTIONS, PLEASE CONTACT ME:

Gabriella Dalos-Kovács , T-Systems International GmbH.

E-mail: Gabriella.dalos-kovacs@t-systems .com

Skype: gabriella.dalos-kovacs

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