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)

MMS/sub/mo.
0 1 2 3 4 5 6 7 8
China Mobile (China) 7.4
Verizon Wireless (US) 7.2
Sprint Nextel (US) 6
T-Mobile (US) 5.6
ProMonte (Montenegro) 5.2
AT&T Mobility (US) 3.9
Vodafone (Italy ) 3.3
3 (Denmark) 2.1
Yemen Mobile Phone Co. (Yemen ) 2
Zain (Jordan ) 2

Source: MMA 2008
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
 MMS Price and Usage Comparison

Comparison of Mobile operator prices and multimedia messages per

year

2009 Acision BV. All rights reserved

 Multimedia Messaging User Segments
Non subscribed users Subscribed but havent Sent/Received MMS
sent MMS in >3months during last 3months

Non-users Light Users Frequent Users

Need to address why Stimulate and call to Reward them for their
they do not use the action custom
service (provisioning, Target with Viral content Target new services via
content, coverage, MMS
Devcie?)

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 Version No: 0.1 / Status: DRAFT Slide Number: 5
 Beyond P2P MMS

The Intimacy and Immediacy of mobile pictures

provides huge opportunities
Mobile Advertising for Brands & Retail
Create mobile coupons, product reviews and time/event related mobile promotions
Coupons sent via MMS can be used to quantify Mobile advertising success
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
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 Version No: 0.1 / Status: DRAFT 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
2009 Acision BV. All rights reserved Version No: 0.1 / Status: DRAFT 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

2009 Acision BV. All rights reserved Version No: 0.1 / Status: DRAFT Slide Number:8
 Vodafone Italy Premium MMS services

Large selection of premium services available on subscription

2009 Acision BV. All rights reserved Version No: 0.1 / Status: DRAFT 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 Version No: 0.1 / Status: DRAFT 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.

2009 Acision BV. All rights reserved Version No: 0.1 / Status: DRAFT 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.

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.

2009 Acision BV. All rights reserved Version No: 0.1 / Status: DRAFT 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

2009 Acision BV. All rights reserved Version No: 0.1 / Status: DRAFT 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.

2009 Acision BV. All rights reserved Version No: 0.1 / Status: DRAFT 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.

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
Estate agents create and send virtual flowers to people
property tours to home buyers mobile
phone Coors & Super bowl
Free trial Send videos explaining why
After that USD 0.20 per MMS you should be selected to
go to the Super bowl
Keyword is texted and house details
sent to buyers mobile Visitors to Coors site vote
on the submissions

2009 Acision BV. All rights reserved

 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 e-
mail
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

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 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