Multimedia Messaging: Marketing and Use Cases

2009 Acision BV. All rights reserved

MMS Coming of Age

Critical mass of MMS enabled

handsets reached
Mobile internet is more pervasive
Greater uptake of 3G
Increasing availability of cheaper
camera-enabled handsets

In 2009 MMS revenues will reach

over $31 Billion USD
MMS is a Multimedia channel for
connecting users, applications and
on-line services.

2009 Acision BV. All rights reserved

Slide Number:2

Top 10 Countries (MMS/Sub/Month)

Leading countries have focused on

Segmentation, e.g. looking to the youth market

Subsidized MMS & camera enabled handsets
MMS price bundling/flat rate pricing
Enabling Social network uploads (e.g. facebook, flikr)
Viral Marketing, Premium services and Fun applications

2009 Acision BV. All rights reserved

Source: MMA 2008

MMS Price and Usage Comparison

Comparison of Mobile operator prices and multimedia messages per

year

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Multimedia Messaging User Segments

Non subscribed users

Non-users

Need to address
why they do not
use the service
(provisioning,
content, coverage,
Devcie?)

Subscribed but havent

sent MMS in >3months

Light Users

Stimulate and call

to action
Target with Viral
content

Sent/Received MMS
during last 3months

Frequent Users
Reward them for
their custom
Target new services
via MMS

Business

Attract with special company rates

Prove benefits to their business

Adult/Young Professionals
Targeted advertising and messaging
bundles

Youth (Content Creators)

Stimulate this segment with content and applications
to help them socialize

2009 Acision BV. All rights reserved

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Slide Number: 5

Beyond P2P MMS

The Intimacy and Immediacy of mobile pictures
provides huge opportunities

Mobile Advertising for Brands & Retail

RSS Feeds Converted to MMS to follow real-time news feeds

Real Estate Brokers/Agents can send house pictures and details
Restaurant, Event, and Nightclub Promotion
Photographers & Artist Exhibitions
Entertainment Media

Send multimedia previews or reminders for TV shows, movie premieres, artistic exhibitions

Newspaper & Magazine publications

Create mobile coupons, product reviews and time/event related mobile promotions
Coupons sent via MMS can be used to quantify Mobile advertising success

Interact with readers, Mobilize Ads & Classifieds

Social Responsibility

Police and local councils can use images and videos captured by citizens to stop vandalism

2009 Acision BV. All rights reserved

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Slide Number: 6

BMW Multimedia Campaign

BMW MMS Ad Campaign Generates
$45M in Revenue*

BMW sent a customized MMS when the first snow fell

The image had the model, colour and wheel rims of the car customers had
bought that Summer
Links to BMWs mobile website meant users could select alternate tyres
(and wheel rims) to upload to the tyre simulator
Success of this service was due to 3 factors
Individualized you could see what the tyre
looked like on your car
Localized easy to find a local dealership
Timely MMS delivered at exactly the
right time to trigger the sales process
BMW had a 30% response rate to this MMS

*Estimating 117K subscriber base*30% response rate*1.3K USD per tyre/rim set
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Slide Number: 7

AMF Pensions Campaign

MMS campaign by AMF

Pension (Sweden).
Consumers took their picture
and sent it via MMS.
The returned picture showed
the consumer 30 years older.
Target was 50,000 individual
uses of the MMS application

Result was more than 300,000 individual uses during the month
The campaign won awards at the 3GSM Awards and in Cannes Media
Gran Prix

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Slide Number:8

Vodafone Italy Premium MMS services

Large selection of premium services available on subscription

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Slide Number: 9

See Me TV in the UK

Record a video & Uploaded via a

dedicated short code
Users pay 0.50 to post a video
Viewer downloads are charged at a
minimum of 0.10 each.
10% is returned to the originator of
the content

Within 4 months uploads surpassed 30,000 video clips

~1 million downloads per month.
Total of 100,000 paid to creators, and the servuce recorded a gross margin of
90%
In February 2008, SeeMeTV and LookAtMe! (O2 UK) combined to form Eyevibe

2009 Acision BV. All rights reserved

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Slide Number: 10

Greeting Card Service

AT&T's My Veepers
A mobile greeting cards service
Customers can also upload their own photos for animation
Has attracted more than 300,000 fans in the US
Profitable service that drives follow-on messaging and Web/WAP
traffic
Each My Veeper message costs $0.99 to send which
includes up to 2 recipients.

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Slide Number: 11

Puma Multimedia Campaign in China

Mobile Adver-Gaming - F-Wan Game

The top 3 players each week were
awarded PUMA F1 merchandise.
Players could also get wall papers and
mobile themes based on the race game
to let them personalize their phones.

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To bring traffic to the stores, PUMA

sent an MMS coupon to each
person that downloaded the mobile
driving game
The coupon was redeemable for a
mobile phone accessory in the
store.

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Slide Number:12

Mobile Model Search in UK

Over 11K MMS submission in 4

weeks
Picture and video messaging to
enhance customer interactivity
Encouraging mass uptake of
multimedia messaging

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Slide Number: 13

Video Campaign in Malaysia

Take part in
RIHANNA-MANIA
for a chance to
meet Rihanna.

Users send in videos/pictures of their best Rihanna impersonation via

MMS
To view, rate or download the entries- go to MeTV
Users with the most creative entries based on a judges decision will
win a chance to meet Rihanna in person.

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Slide Number:14

Example Services from others.

Cyworld (Sth Korea)
- 96% of all South Koreans in their 20s registered in 2006.
- Users upload 100,000 videos every day
- Close to 20% of its Korean user based access the mobile version
via consumers uploading their photos, etc
- SK Telecom gained USD 43.6 million in additional data revenues
from cyworld from photo uploading
- Cyworld users spend USD 300 per day on merchandising and
services to the community

2009 Acision BV. All rights reserved

Example Services from others.

Targeted traffic volumes and not revenue
Achieved higher than average MMS per user: 6 to 8
Reached 16 MMS per active user per month during height of
promotions
Marketing began after high MMS handset penetration
reached (2004/05)
Free MMS campaigns : 30% increase
after free weekend offers

2009 Acision BV. All rights reserved

Example Services from others.

Estate agents create and send virtual

property tours to home buyers mobile
phone
Free trial
After that USD 0.20 per MMS
Keyword is texted and house details
sent to buyers mobile

2009 Acision BV. All rights reserved

1-800 Flowers
Video contests with
YouTube
Will you Marry Me - Most
romantic proposal
Prize wedding at Sandals
resort
Video valentines
Widget to send virtual
flowers to people
Coors & Super bowl
Send videos explaining why
you should be selected to go
to the Super bowl
Visitors to Coors site vote on
the submissions

Barcode Boarding Passes (Europe)

SAS Scandinavian Airlines started a Mobile Barcode trial period in
April 2009
Barcode boarding passes are delivered either by MMS, SMS or email
Can be used to pass through security, gain access to airline lounges and
register baggage

The trial will run in seven cities, including Copenhagen,

Helsinki, London Heathrow and Stockholm
SASs aims is that 80% of their customers check
in via their mobile by 2011
Other Airlines using this type of service include

Air France-KLM
Lufthansa
BMI
North West Airlines

2009 Acision BV. All rights reserved

MMS and Advertising

June 2008
According to a new UK survey, commissioned by Mobixell Networks amongst 832
mobile phone users:
35% of 16-35 year-olds would use more MMS and 29% would use more video
services if they were offered free or discounted in return for receiving mobile
adverts.

According to a report from Jupiter Research,

entitled "Mobile Advertising in Europe" (December 26,
2007) Advertisers are also waking up to the potential
for reaching mobile users with rich media content.
58% plan to use MMS images, 56% In-stream video
ads and 50% had plans for MMS video campaigns
in the next 12 months.

2009 Acision BV. All rights reserved

Celebrity News and MMS

May 2008
Celebrity news site hellomagazine.com is launching
daily MMS and SMS news.
Subscribers to the MMS service will receive one each
week day, containing a latest news story from
hellomagazine.com including image.
Each MMS messages cost 1 and the SMS alerts cost
25p. The service is only available to UK mobile
subscribers.

2009 Acision BV. All rights reserved

Transportation: Airlines
May 2008
Northwest Airlines introduces new system for e-boarding passes
which incorporates passenger travel details on an industry
standard barcode and is sent to mobile phones in the form of an
MMS, email or WAP Push/link message.

May 2008
British airline bmi is to trial a paperless boarding system on
flights between Belfast City Airport and London Heathrow.
The airline said customers would receive an electronic boarding
pass on their mobile phone after checking in online.
Under the paperless system, a two-dimensional barcode boarding
pass will be sent to mobile phones with picture messaging (MMS)
capabilities.

2009 Acision BV. All rights reserved

Traditional Pictures with a twist

March 2008
Vodafones digital photo frame with an in-built cellular data modem
which allows it to remain constantly connected to the network so
your friends and family can send new pictures by MMS or email.

April 2008
The 7-inch Parrot DF7700 Digital Photo Frame
claims to be the first to market that accepts photos
sent to it via MMS.

2009 Acision BV. All rights reserved

Television and MMS

April 2008
CBS has quietly launched a citizen journalism site
CBSEyeMobile where users can upload photos and videos directly
from their mobile phone. Users upload content to the site by
sending a MMS with the photo or video to the shortcode "85888,"
or by email

April 2008
The Next Uri Geller: Dutch viewers were
requested to send their images to the RTL TV
programme via MMS

2009 Acision BV. All rights reserved

Searching evolved to Images

March 2008
Vodafone demonstrates image searching. Instead of entering a
word or phrase users send pictures via MMS from their mobile
phones. The picture can be anything from a historical building to a
CD cover, etc,. Otello then returns information relevant to the
picture to the mobile phone, just like a normal search engine.

April 2008
AT&T has "quietly agreed" to support a marketing service that will
allow mobile phone campaigns to link print ads, billboards and
product packaging with digital media, reports. Consumers with a
camera phone can take a photo of any traditional print ad, product
package, or logo and send it in via MMS or picture message in
return for additional information in the form of microsites, audio or
video clips, or coupons.

2009 Acision BV. All rights reserved

Football and MMS

May 2008
Yorkshire Post encouraged Leeds United
fans to send their pictures from the
Championship football match in
Wembley.
(unfortunately they lost. But the
paper also asked for commiseration
messages to be sent as well!)

2009 Acision BV. All rights reserved