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©2007-2008 Gumiyo, Inc.1
Going Mobile on Gumiyo.comShuki Lehavi, CEO
©2007-2008 Gumiyo, Inc.
Why mobile? Why now?Consumers:
• ‘mobile’ is a lifestyle! traffic is growing
over 1 Billion text messages a day,
258 Million US subscribers
• The mobile buyer: always on, always
connected, opportunistic and local!
Dealers, Groups and OEMs:
• Recognize the growth in mobile traffic!
• Dealers advertise inventory on the Web, but not on mobile
Crunch time!• Increasing sales - every touch point and every lead counts!
• Managing expenses - 75% of the budget is spent on local, non-internet, advertising (2007 NADA) Can we measure effectiveness?
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©2007-2008 Gumiyo, Inc.
Gumiyo Mobile Platform
Gumiyo OEM - Multi-tier Mobile Strategy
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Tier 3 - Ford• CPO/ New vehicles Search• Events/ viral marketing (text SUPERBOWL)• New model launch/ Buzz (text FLEX)• Feature highlights (text SAFETY)
Tier 2 - Regional Ad Associations (LMA, etc.)
• Special offers (text LEASE)• Incentives & financing• View participating inventory (text FLEX 90210)
Tier 1 – Dealers and Groups• Mobile homepage (text BPFORD) • Inventory2mobile/ mobile showrooms• Carfax & video on mobile devices• CRM integration & reports• Campaigns and promotions• Parts, service & financing
©2007-2008 Gumiyo, Inc.
Gumiyo OEM - Monitoring and Analytics
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Tier 3 - Ford
Tier 2 - Regional Ad Associations (LMA, etc.)
Tier 1 – Dealers and Groups
Super ball commercial Text FLEX
TV spotText LEASE
Purchasing cycle/ timeline
American Idol commercial
Text MYFORD
Radio Commercial Text NEWFORD
Newspaper adText BPFORD
Newspaper adText
BPFORD SPECIALS
Window StickerText
BPFORD STOCK123
Track buyer activity and advertising effectiveness throughout the purchasing cycle.
©2007-2008 Gumiyo, Inc.
Gumiyo for Dealers
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©2007-2008 Gumiyo, Inc.6
Example: Go Code™ + Mobile Home Page• Our vision - Mobile as an encompassing reach-out strategy.
• Start with a Go Code™ e.g. TXT hondamall to 48696
• Buyer receives text message- Links to Mobile Showroom- Call to action “call U now?”
• Search/ browse/ contact on mobile
©2007-2008 Gumiyo, Inc.7
Example: Extending Inventory
• Click through to vehicle listing from Mobile Home Page or directly from text message
• Contact form, unlimited, full-screen images/ video
• Full descriptions, item attributes,
• CARFAX Vehicle history reports
©2007-2008 Gumiyo, Inc.
Example – CPO Program
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©2007-2008 Gumiyo, Inc.9
Retail Automotive - Boyette Auto Mall
TV SpotGo to blog.gumiyo.com to see the full TV spot
©2007-2008 Gumiyo, Inc.
Example - Special Offers
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©2007-2008 Gumiyo, Inc.
Example: Print-To-Mobile
Perfect layout meets interactive content!
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©2007-2008 Gumiyo, Inc.12
Case Study - Capital Auto Group
©2007-2008 Gumiyo, Inc.
Example: Multi-Level Setup
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• Track and manage the customer lifecycle from OEM advertising to a lot visit.
• MMM (Multi-level Mobile Micro-sites): aggregate inventory, promotions and specials at any level (OEM, regional, dealer group, rooftop, local campaign)
• Monitor OEM and local campaigns in real-time
©2007-2008 Gumiyo, Inc.
Tracking Existing Advertising Spend
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Attach a Go Code™
Track SMS traffic
Track Web/ Mobile traffic
Track user activity on your site
©2007-2008 Gumiyo, Inc.15
Existing (Automotive) partners and resellers
• Inventory:• HomeNet [IOL GoText]• Dmi/ADP [Vehicle Command]• CDMData• AutoUpLinkUSA [Go Code]• PGI DiamondLot• DealerFeed
• Content:• CARFAX (vehicle history reports)• Chrome (ChromeIQ, WheelsTV)• SiSTeR Technology (Pic2Vid MMO)
• Media/ other:• Target Media Partners (AutoFocus, AutoGuide,
TradeExpress, Recycler, PennySaver)• AutoConX • Overstock.com (clearance car lot) Vast.com
©2007-2008 Gumiyo, Inc.
Technology Platform
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• Zero-touch system, import inventory and generate mobile leads
• Web3.0: Messaging and mobile web provides for consistent flow and feel across devices • Scalable: hosted on Amazon Web Services and messaging by VeriSign (mQube)
©2007-2008 Gumiyo, Inc.17
At-a-Glance
• Mobile-platform play, merge connectivity & content
• Operating in multiple verticals
• As a product:• Mobile presence solutions starting at
$250 a month with integration• VARs: Mobile-enhanced products
(e.g. print, inventory management)• Resellers – Gumiyo licenses, training
and adv’ products (campaigns, reporting)
• As a platform:• .mobi and private-label solutions (rev share on reseller/ advertising)• Opportunities for technology and marketing partners
©2007-2008 Gumiyo, Inc.
Thank you!
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