Entry title
Scottish Power meter reading via text message

Section / Category
Utilities

Campaign background and objectives
In response to a recent customer survey which indicated the need for a change to the way meter readings are taken by energy companies, Scottish Power in partnership with Incentivated has introduced the world’s first meter reading by text message service.

Using this new service, Scottish Power's customers can now text their meter reading from their mobile phones directly to Scottish Power in order to generate an actual bill not an estimated one.

Solution
Details of how and where to send the texts are included on calling cards left by engineers if the customer is not home when they call.

The readings are validated and inserted directly into the existing billing engine providing accurate bills. The customer then receives a ‘bounce-back’ text message confirming receipt of the reading. If the reading appears unrealistic, the incoming text details where the mistake has been made.

Results
<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile meter readings have proven to be beneficial to Scottish Power for many reasons:
•           After only 80 days since rollout, 1.4% of readings were being collected by SMS. This figure continues to grow week by week
•           The mobile channel is reliable and low cost with a reduced Cost per Reading of 44p compared with £1.52 by post
•           The mobile channel generates higher response rates compared to other channels. For the Home Mover department, 52% of people sent a text reminder to return their closing reading replied
•           Readings are more accurate than other methods: clerical errors and 'misreads' are eliminated
•           Environmentally friendly, as less paper is used for calling cards and reduced gas emissions are created from vehicles on call-outs

The service has also resulted in benefits for Scottish Power customers:
•           Reduction of reading estimates which avoids build up of debt or indeed over-payment
•           Reassurance with instantaneous delivery and immediate confirmation
•           Less intrusive than a telephone call or knock on the door
•           Increased choice of communication which puts the customer in charge of providing readings

About Incentivated
Incentivated works with global brands to help them communicate with customers instantly and easily via their mobile phones.

We develop and manage mobile marketing campaigns and services on local, national and international levels. (Patented) technology, developed by Incentivated, allows our clients to reach people in all corners of the world and in many languages, using text messaging and the mobile internet.

We believe the mobile phone is an intensely private medium. Respecting this principle, our campaigns provide information that consumers find useful and welcome.

Founded in 2001, Incentivated's fast growing client base includes British Airways, Hilton Group, Carphone Warehouse, OneTel, Scottish Power and Macmillan Cancer Support.

Calling card left by Scottish Power engineers which includes details of text messaging service

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Nokia Nseries Campaign by Madhouse – Unleash the Power of Nseries

Background
Seeking to most effectively communicate to its target audience with a mobile campaign on how the PC internet experience can be brought to mobile via the Nokia Nseries, Nokia explored the capability to tailor the marketing message to individual needs in real-time.

Goals

Differentiate individual users’ handset model in real-time and serve appropriate content in order to craft the most versatile and individually relevant marketing campaign

Gain in-depth insights about current and potential customers to shape future campaigns

Solution

Unprecedented targeting via WAP ads – differentiated customer segments in real-time and serve appropriate ad and content based on handset model.  N70, N72, N73, and N93 users are shown 1 set of WAP banner ads linked to the Nseries mobile internet campaign WAP site while specified competing high-end handsets see another set of banners linked to a second variant of the Nseries mobile internet campaign WAP site 

Zeroing in on retention – WAP site designed for Nseries users that featured exclusive content such as TVC, wallpapers, greeting cards, and software downloads including mobile IM client (MSN, QQ), mobile search client (Baidu, Windows Live), direct access to popular portal and email sites

Zeroing in on acquisition – WAP site designed for competing high-end handsets (business, entertainment, and handsets above 2,500 RMB) that touts the powerful functions of the Nseries via animated gif demos

Result

During the month long targeted campaign, Madhouse served over 10,000,000 intelligently targeted impressions to designated handset models generating nearly a 4% click-through rate with approximately 230,000 unique participants learning about the power of the Nokia Nseries. In addition, Nokia gained valuable handset segmentation insights via campaign participant to drive future campaigns.


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Q-Telecom: “Q-Kisses”

Campaign: Q-Telecom – “Q-Kisses”

Company: Velti (www.velti.com)

Objective:
On the occasion of St. Valentine ’s Day, Q-Telecom wanted to create a thematic SMS contest that would achieve the following:<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

·          Engage Q-Telecom subscribers through a fun and interactive contest

·          Increase brand awareness

·          Increase revenues

Solution:
On behalf of Q-Telecom, Velti designed and executed the “Q-Kisses” contest, themed after Valentine’s kisses.  “Q-Kisses” ran for 3 weeks prior to Valentine’s day during which all Q-Telecom subscribers were invited to participate by texting the word “KISS” to the dedicated short code; for each “KISS” they sent, contestants received points and participations in daily draws in order to win different prizes – such as iPods and Playstations – one for everyday until the end of the contest.

Moreover, all participants automatically entered the big draw that took place on the last day of the contest and through which 3 lucky winners were awarded the competition’s major prizes which included: prizes of a total value of $3,600 for the first winner, a trip for 2 to Paris – worth $1,800 - for the second winner and finally $120-worth of free airtime for each of the 10 months remaining till the end of the year, to the 14 subscribers who had gathered most competition points.

Results:
The contest proved highly successful resulting in “double the number of expected participants and 30% increase in the total volume of SMS expected as well as higher average number of SMS per user”, as Ms. Aleka Tamiolaki stated during her official presentation of the case at the 4^th Telecommunications Forum that took place in Athens on 16/3.

About Velti:
Velti is a leading one-stop-shop service provider that enables mobile advertising, marketing and mobile content. Velti is operating in 9 countries and its customers include many of the leading mobile network operators, advertising agencies and media groups.

Velti provides a wide range product portfolio with comprehensive and innovative solutions for Carriers, Advertising Agencies, Media Groups, which successfully utilize its technological infrastructure and business know-how to create, manage, distribute & deliver content to different multi-media channels and optimize their advertising and marketing goals.

Velti is a publicly traded company listed on the London Stock Exchange.

Armentel: “Treasure Hunt” SMS Contest

Campaign : ArmenTel (Armenia Telecommunications Organization) – “Treasure Hunt” SMS contest

Company: Velti (www.velti.com)

Objective:
The “Treasure Hunt” SMS contest was part of a series of contests conducted by ArmenTel in an effort to:<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

·          Enhance brand awareness

·          Differentiate from competition

·          Increase usage of its SMS+ services among current subscribers and attract new subscribers

·          Increase revenues

Solution:
On behalf of ArmenTel, Velti designed and developed the “Treasure Hunt” SMS contest.  All ArmenTel subscribers were invited to participate in the contest by answering - through SMS - a series of questions which would lead them closer to the hidden “treasure”.  For each SMS participants sent, they were awarded with points; the more points each user collected the closer he/she got to win the prizes offered by the organizers.  Extra modules containing questions or games were available to all participants as an opportunity to collect extra points. 

During the 90 days of the contest, participants won a total of 8,000 prizes which were distributed every single day and ranged from gift certificates to mobile phones and ArmenTel prepaid products.  The two big prizes – a Nissan Jeep Pathfinder and a Ford Fiesta – were awarded through electronic draws which took place during 2 separate events organized by ArmenTel and which senior executives from both Vimpelcom Beeline (the new owner of ArmenTel) and Velti attended.

Results:
“Treasure Hunt” was the biggest and most innovative contest ever conducted for ArmenTel.   It proved particularly successful with a participation rate that exceeded 11% of ArmenTel’s customer base. The “Treasure Hunt” contest was the fifth-in-a-row SMS interactive contest completed by Velti on behalf of ArmenTel, marking the close cooperation between the two companies and the effectiveness of the mobile device as the new marketing channel.    

About Velti:
Velti is a leading one-stop-shop service provider that enables mobile advertising, marketing and mobile content. Velti is operating in 9 countries and its customers include many of the leading mobile network operators, advertising agencies and media groups.

Velti provides a wide range product portfolio with comprehensive and innovative solutions for Carriers, Advertising Agencies, Media Groups, which successfully utilize its technological infrastructure and business know-how to create, manage, distribute & deliver content to different multi-media channels and optimize their advertising and marketing goals.

Velti is a publicly traded company listed on the London Stock Exchange.

Campaign – Club Nokia – mobile ticketing for trade fair invitation

Company
Gavitec - A NeoMedia Technologies Company (neom.com).

Goals
Implementing a targeted mobile ticketing application improves customer satisfaction and strengthens customer loyalty.

Idea
Nokia, the world leader in mobile communications, deployed Gavitec’s Mobile Ticketing solution to handle access to the Club Nokia lounge at the CeBIT world trade fair for the second year in a row. Nokia focused on mobile ticketing to invite the registered members of its online community and loyalty program for Nokia phone owners – Club Nokia – to enjoy free access to the Club Nokia lounge at the CeBIT 2003 and 2004 international trade fairs in Hanover. For admission to the lounge, the VS2300M scanners placed at the entrance were used to read the Data Matrix entry code from the e-mail printout or directly from the member’s mobile phone. Connected to the Nokia member database, the VS2300M automatically checked the decoded information against the registered member data. Once validated, the visitor was welcomed personally on an LCD screen and granted free admission to the Club Nokia lounge. After enjoying free drinks and snacks in the lounge, the Club Nokia members could present their entry code once again at the exit to receive a courtesy present from Club Nokia.

Results
In 2003, 1.4 million club members were invited, of whom more than 20,000 showed up during their CeBIT visit and used the Data Matrix sent as e-mail or as Picture SMS to their mobile phone to gain access to the lounge.

About NeoMedia Technologies
NeoMedia Technologies, Inc (www.neom.com) is the worldwide leader in Mobile Marketing.  Across our leading-edge mobile services providers, over 4 billion on-pack mobile marketing promotions have been enabled, including the largest-ever mobile campaigns. Today, mobile campaigns ranging from SMS/text campaigns to barcode-enabled campaigns can be launched and supported by a combination of applications, technology, and creative services. Our R&D efforts are at the forefront of the industry, creating next generation code-reading capabilities, visual matching, and mobile couponing technology solutions, as well as the world’s most creative, effective and fun mobile campaigns.  NeoMedia holds 27 patents with coverage in 14 countries.

Our global solutions include: qode (www.qode.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), and Sponge (www.spongegroup.com).

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Case Study: Airtel Chooses Enpocket to Launch One of the First Mobile Carrier Advertising Initiatives

Objective:
With analyst estimates forecasting mobile marketing potentially reaching $3 billion by 2010, mobile operators are well-positioned to be at the forefront of this marketing medium.  Airtel, India’s leading provider of telecommunications services with more than 18 million subscribers, sought to take advantage of this significant market opportunity and turned to Enpocket to provide mobile advertising solutions on the Airtel network.

Enpocket’s Solution:
Enpocket is providing Airtel with ad serving technology for the mobile Internet via the Enpocket Marketing Engine, the world’s most widely-used mobile marketing software.  The Enpocket solution enables Airtel to offer turnkey mobile advertising opportunities and mass reach to brands who wish to target India’s high-value wireless customers.

Advertisements on Airtel Live! are in the form of graphical or text banners.  Advertisers have several options for delivering a mobile “call to action.”  For instance, when a mobile consumer clicks on an ad, the user may initiate a phone call to a brand, trigger a return IVR call, download mobile content, automatically opt-in to  an SMS or email database, or go to a promotional mobile Internet site to learn more.  Airtel Live! gives advertisers a convenient way to reach a major cross-section of the country’s population, including its most desirable demographics.

Enpocket’s sophisticated campaign management and advanced targeting help make Airtel a one-stop shop for advertisers in India trying to reach millions of mobile consumers.

Results:
Early results from the Enpocket-powered Airtel Live! program show that Airtel’s clickable ads are delivering advertisers lead generation that is up to six times higher than other media. 

For instance, a large international airline utilized the Enpocket-powered Airtel Live! ad network to promote the airline’s special summer fares for Web bookings, with location-based discounts served to mobile users based on their gateway cities.  After just three days, the campaign generated 32,000 clicks to the airline’s microsite.

In another mobile internet ad campaign for a major bank, the Enpocket Marketing Engine gathered details of respondents, generating thousands of leads at a seven percent click-through rate. The banner campaign was featured on the Music Zone page of Airtel Live. 20 percent of users who visited the microsite submitted details for call back.

Airtel is learning that mobile content providers may be the biggest beneficiaries of mobile advertising with click-through rates frequently as high as 20 percent in response to banner ads for mobile consumables.  The response data shows that mobile display advertising enables discovery of content and is immediately actionable.

The mobile Internet advertising initiative at Airtel is among the first in the industry, and Enpocket is helping Airtel blaze a trail into the mobile medium while building a substantial revenue stream from advertising.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

AIG – Database Marketing for individual insurance - BP Customer Protection Program

Brand: American Insurance Group, Inc.  
Product: SMS based M-Insurance
Company: Pharos Consulting
Partners: Veripark   

Goals: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

• Creating LEAD database for AIG’s individual customer accident insurance product
• Measuring the efficiency and the potential of new and alternative channels for AIG
• Re-activating BP immense database through a unique customer offer

Solutions:

• A partner program is created following a testing period; value proposal is to provide BP customers, data-mined through BP database, a 3-month individual accident insurance for free (premium doubles when seat belt is fastened during the accident) 
• When the expiration date approaches, AIG organizes outbound calls to respondents for an up sell of a BP-specific insurance product
• BP databases have been segmented upon insurance sensitivity upon purchasing behavior and other attributes like database retention
• SMS-triggered free offers were sent to 25 different groups of customers over the time span of 32 weeks through BP’s trusted and known SMS channel. (preliminary tests show SMS response rates exceeded all other mediums which promote insurance products)
• Customers were expected to send their names, surnames and age through SMS to activate their offers.    

• AIG Offer reached 1.000.000 BP Customers in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
• Overall response rate exceeded  10% and is one of the highest response rate in any direct marketing effort in the related sector, providing approximately 100.000 free insured respondents available for up-sell opportunity
• Increase in sales was reached
• Outbound calls are also used to deepen both parties’ database upon vehicle, fuel type and  other data collected
• Operational excellence has paved way for the establishment of m-insurance implementations

Brand :  MEdia Net 3.0

Company:  InfoSpace, Inc.

Name of Campaign
InfoSpace Powers Cutting-Edge Mobile Portal Platform

Challenge
To develop a mobile portal services platform that makes using the wireless Internet easier, faster and more relevant to users—with a comprehensive catalog of entertainment, information and personalized applications contained in an intuitive graphical interface.

Business Challenges                                       <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Ø        Consumers are frustrated with the complexity and the number of clicks required to find information on their mobile devices.

Ø        Consumers have been unable to personalize the content that is delivered to them on their mobile devices and are only offered a general list of options.

Ø        Consumers have been unable to easily find content that is related to their location such as nearby restaurants, stores or banks.

Ø        Data services growth for the carriers has been lessened because of cumbersome user experiences.

Ø        Carriers want to encourage repeat usage of data services.

Ø        Carriers want to find ways to tap into consumer willingness to pay for mobile phone features that offer extra value.

Solution
InfoSpace Inc. provides nearly half of the mobile content sold in North America and brings content and services to every major carrier, reaching 90 percent of U.S. mobile customers. In addition, in its nine-year history, InfoSpace built one of the largest legal mobile content libraries worldwide, allowing carriers to accelerate the widespread adoption of mobile media.

InfoSpace recognizes that consumers want more from their mobile devices. They want to quickly find information that is specific to their location and interests. Clicking through numerous menus to find that data is an unwieldy and time-consuming user experience. For example, they can’t easily or rapidly find local movie theaters, check flight times or access the white pages.

InfoSpace developed a turn-key mobile portal services platform, which was launched in November 2005 with Cingular Wireless as the new MEdia Net 3.0.

Available to tens of millions of Cingular subscribers, the InfoSpace solution allows users to personalize the content they see when they initially launch the Web browsers on their mobile phones. Users can search across all assets of carriers and beyond.

The platform offers streamlined management tools so that network operators can efficiently manage their platforms to help customers build stronger brands and maximize revenues.

With the new InfoSpace portal solution, users can produce a home page on their mobile phones created from up to 16 categories of content that appeal to them. They can view the content as soon as they launch their mobile browsers. Additionally, with the InfoSpace turn-key solution, customers can find information, ringtones, wallpaper and other wireless content in one easy-to-navigate dashboard.

A search box also powered by InfoSpace, is located at the bottom of the homepage and every category section. The search tool can be personalized using a zip code feature to find the nearest gas station, ATM, hotel or even a store that sells umbrellas in case of an unexpected storm.

Results
Consumers have an improved user experience with MEdia Net, easily and quickly finding compelling and relevant content. Fewer clicks – better results.

The InfoSpace mobile portal services platform provides higher network speed and “intelligent” and extreme personalization, giving consumers easy and fast access to relevant information. By significantly reducing the clicks needed to find important content, customers will experience navigation with more speed and with specific, personalized results.

The InfoSpace solution is available to Cingular customers today. In the future, InfoSpace will work with other mobile carriers who are interested in these new opportunities.

“With this new mobile portal platform, we have the potential to increase customer satisfaction and fees associated with mobile data access while simultaneously lowering back-end operating and maintenance costs.”

-- Jim Ryan, Vice President of Data Services Cingular Wireless

Brand: Cingular Wireless
Campaign:  “Cingular Video Premiere”
Company: TCS Mobile

Objective:
Cingular Wireless sought to generate interest and excitement for the upcoming rollout of their 3G Network and Cingular Video service offering among Cingular Wireless employees. In this effort, Cingular reached out to TCS Mobile to educate Cingular Wireless employees as to the power and speed of Cingular’s 3G Network and unique and compelling features of the Cingular Video (“CV”) service offering.

Solution:
TCS Mobile created and executed a promotional program that motivates Cingular Employees to sample and learn more about Cingular Video by engaging and interacting with a dynamic online “CV” demo that leverages targeted and relevant participation incentives with the exciting and highly appealing content available on “CV”

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The “Cingular Video Premiere” online promotional microsite developed and created by TCS Mobile was hosted by HBO’s Entourage “Turtle” (Jerry Ferrara), and included the following:

·          Cingular Video Interactive Tutorial – The “CV Guide”