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TELCO CASE STUDIES

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China Mobile: New Wireless Service 5,800 Sales

Client: China Mobile

China Mobile has used Touchmedia 30 times to launch new products, new services or promotions.

Description: In this example they used Touchmedia to promote a newly announced wireless service. Our program outlined in detail the product features and used an interactive experience to highlight the convenience of using China Mobile wireless.

Results: In Shanghai, as an example: • 4.1 million people saw the TVC; • 450,000 people clicked into the ICON; • and 5,800+ consumers applied for the China

Mobile wireless service on Touchmedia.

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China Mobile: New Apps for Wireless

Client: China Mobile

Description: China Mobile launched a new product line, “Wireless City,” with various wireless service applications. Touchmedia introduced the new products with a storyline-based interactive program giving consumers a real user experience of the services on our screens.

Results: A very high 13.6 % of all passengers went into China Mobile’s interactive program. Awareness and understanding of the new products was many times higher amongst TM passengers versus those seeing ads elsewhere.

For example: China Mobile’s research noted that 43% of people seeing the ads on TM could name all 3 features of the new service versus < 2% for other media.

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Blackberry

Client: Blackberry

Description: Blackberry launched its special service through Touchmedia during CNY period to educate the consumer that they are not only a cell-phone but also a terminal for providing personal service. We created a game which used different elements of Blackberry’s personal assistant service information, featuring CNY features which particularly grabbed passenger’s attention at that special time of year. .

Results: Data show that the retention time was 108 seconds which was extremely high compared with OOH & print media. More than 100,000 viewers entered their phone number to receive more information and a special offer for the new system.

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HTC: Selling 4 New Phones + Their Features on Screen

Client: HTC

Launch Date: July

Description: In July HTC released four brand new mobile phones with HTC Sense which provides a unique user experience to consumers. Touchmedia successfully demonstrated all the exciting features of HTC Sense to the taxi passenger by displaying the key functions in a simple game style that included friend stream, HTC mall, bigger screen, multi SIM cards and humanized experiences, etc.

Results: In one month 6 million people saw the TVC; 185,000 people went through the interactive program: and over 15,000 participants joined the program directly from the TM screen.

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(Nokia has used TM more than 20 times)

In this program

Passengers could “trial” the new map function in a

game on the screen.

Then obtain the OVI map by inputting their cell

phone number through this section. The page

entrances and the cell phone number collection

rates were outstanding. For the 3 cities SH/BJ/GZ,

the entrances were 501,000 entrances and the

phone number collection of those applying for the

OVI map was 69,000.

Nokia: Ovi and The Mapping Function

Nokia used TM to educate people about Ovi and their new mapping function.

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BlackBerry has run a series of 15 campaigns over a 2 year period.

The campaigns averaged 6,000 to 10,000 taxis, in 4 cities, each with a TVC and interactive icon, running for month. The campaigns involved quizzes, stories and games, all designed to demonstrate the features that set BlackBerry apart. Most also involved a promotion: win one of two BlackBerry phones each month.

The 2 examples on the following pages show results for 3,000 taxis in Shanghai and Beijing respectively. Each time the TVC was seen by around 4 million people. 500,000 went into the interactive program

BlackBerry

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Game:156,696

personal business：75,678

New BlackBerry:107,650

Home page:452,305

Click the gift: 536,074

Interactive Content: Screenshots and Numbers Entering Each Section

(Sample size: 3,000 Taxis, Shanghai 15th Jan.-14th Feb. )

Win BlackBerry:172,684

Backseat viewers

4,139,006

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Game:194,162

Personal business：143,260

New BlackBerry:168,037

Home page:430,205

Click the gift: 439,160

(Sample size: 3,000 Taxis, Beijing15th Feb-14th Mar)

Win BlackBerry:162,384

Backseat viewers

3,811,012

Interactive Content: Screenshots and Numbers Entering Each Section

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Anna Sui

Armani

Biotherm

BlackBerry

Braun

China Telecom

Clarks

DopodExtr

a

Givenchy

Guerlain

GuessHSBC

Kipling

Maybelline

Neutrogena

Rebecca

Sephora

SH Weekly

Shu Uemura

Swarovski

Touchmedia...

0

2

4

6

8

10

12

14

16

18

20Phone number entries over an 8 month period by One Passenger

Client

Num

ber o

f Int

erac

tions

Source: Touchmedia CRM DatabaseActual contact: Shanghai mobile number

BlackBerry Promotion Was Hugely Popular.

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From 2nd December to 28th February, in 4 cities, BlackBerry achieved:

• 26,797,118 passengers saw the BlackBerry ads in the 6,400 taxis over the 90 days;

• The video was shown more than 36.1 million times to these passengers;

• Each passenger saw the video 1.64 times on average per trip;

• More than 3,133,190 people entered the BlackBerry interactive site in total;

• The average icon entrance rate for the 4 cities was 14.6%, compared to 13.8% for all

icon’s for that period, and close to the November campaign entrance rate. This is an

excellent result for a brand that has been advertising for five consecutive months;

• “Penetrators” (those doing more than reading the headline on the first page) averaged

between 71 seconds (Shenzhen) and 131 seconds (Shanghai and Beijing) going

through the icon.

(Compared to 2 to 6 seconds spent looking at the average newspaper/magazine ad).

• 603,048 cell phone numbers were collected, which shows taxi passengers’

persistent interest in BlackBerry.

Overview of 3 month results (with client permission)

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Other Results: Numbers of Pages Viewed and Seconds of Interactions Remain Excellent

Because the number of pages viewed varies by icon and type of program we have created an index. 50 is the average. BlackBerry’s page views have been exceptionally good throughout.

Similarly, versus the average of 80 seconds, Blackberry’s length of engagement remains exceptional. Note: Time varies significantly by city - Shanghai is highest ; Shenzhen is lowest. This is mainly due to having 3 years to “train” Shanghai passengers but a shorter time in other cities.

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Recall and Awareness Scores

Touchmedia regularly measures recall and awareness scores for programs amongst its target market. This data is for internal use only and is NOT by a 3rd party and hence it is generally not shared with clients. However, it matches extremely well with data from those clients who do formally measure scores with 3rd party research regularly.

Note: Feb. scores are preliminary only (data is not yet complete). Data is Shanghai only as research is done more regularly.

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AUDIENCE FIGURES

DAILY 330,075MONTHLY 10,039,781ANNUAL 120,477,375

OVER THE PERIOD 481,909,500

THAT IS NEARLY HALF A BILLION PEOPLE WILL SEE YOUR BRANDING

PUT INTO PERSPECTIVE THAT IS EVERYONE IN THE UAE SEEING YOUR ADVERT 60 TIMES

OR THE POPULATION OF USA AND BRAZIL COMBINED

OR 5 TIMES THE POPULATION OF GERMANY

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COSTS

With an audience of 481,909,500 this will equate to a cost per view of:

2 FILS

That is correct, you get 50 views per Dirham…..