© 2012 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Mobile Barcode Services

© 2012 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

AT&T MobileBarcode Services

Higher EducationCustomer Presentation

© 2012 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.2

Why? The OpportunityBarcodes by the Numbers

Business SurveyConsumer SurveyIn 2011, AT&T Surveyed U.S. marketing and advertising professionals about their mobile marketing programs and

future plans. Please contact [email protected] to request additional data.

Source: Forrester Research, “Evolving Your Mobile Marketing Presence”, Melissa Parrish, March 2011


The OpportunityMobile Barcodes

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The Solution

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With Mobile Barcodes, Your Campus Activities Can Be More Accessible:

Mobile Barcodes let students connect with their campus at the moment of interest for a more meaningful, measurable and personal experience.


The SolutionAT&T Mobile Barcode Services

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• A highly secure enterprise-grade solution from a trusted provider• A leader in smartphone sales and direct response solutions• A leader in mobile applications, mobile platforms and mobile network

integration

Mobile Platform and Marketing Expertise



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• A highly secure enterprise-grade code management platform• AT&T Code Scanner is free to end users• Mobile marketing support from a trusted provider

Turnkey, end-to-end solution that spans mobile code types & enables mobile marketing



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A highly secure, enterprise-grade web-based solution Create, manage, and measure mobile barcode campaigns in near real-time Valuable reporting and analytics (age*, gender*, zip code*, location - GPS*, device type)

let you fine-tune campaigns as you go Utilize our “dynamic content” feature to customize campaigns based on age*, gender*, zip

code*, or device type Supports all three global standard code types (2D QR, 2D Data Matrix, 1D UPC)

*Consumer Opt-in

AT&T Code Management Platform



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• Mobile scanner app preloaded on certain devices and available free to end users • Available for iPhone, Blackberry, Android and Windows Phone 7• A universal reader that scans all three global standard codes (2D QR, 2D Data Matrix, 1D UPC)• Developing rich mobile applications? With our API / SDK package you can embed the AT&T

Code Scanner

AT&T Code Scanner


Global Standard CodesThe Potential Benefits of AT&T Mobile Barcode Services

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• Smaller print size• Greater security and flexibility• Custom codes available

• Broader reach• Custom codes available

• Rapidly gaining popularity among consumers for pricing, reviews and other info

• Many proprietary code readers cannot process 1D barcodes

• AT&T platform enables control over content

Our solution supports all three global standard

code types – providing greater

reach. Unlike others who offer proprietary codes

that require a proprietary

scanner to read.


Why AT&T?

AT&T is a leader in Mobile Applications,Mobile Platforms & Mobile Network Integration

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• Create, publish, manage, and measure (via rich analytics) the success of codes placed on your campus via a highly secure platform (see details on next slide)

• A cross carrier solution that supports the three global standard code types: 1D (UPC), 2D (Data Matrix, QR)

• Preloading scanner application on devices to drive overall market adoption

Global Standard Codes

Reach

Secure End-to-End Barcode Solution

AT&T Mobile Barcode Services


Why AT&T? Security

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• AT&T statistics are also produced at the CMP, which is password protected and data is only shared with authorized users

• Codes generated by many free barcode services allow for simple statistics to be available by either adding a “+ sign to a URL or “.info” to a URL

• Since some barcode services are free, the info may be public information

• Many free services do not allow for changing the destination of the code, so any “in-print” codes will always point to the same destination

• AT&T codes are managed at a highly secure code management platform (CMP), which allows for creating/editing/managing the codes

• Security using AT&T registered codes is further enhanced when using the AT&T Code Scanner since transactions are done over SLL to AT&T hosted facilities


Sample Use Cases

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The Potential Benefits

Deliver ongoing added value to foster best-in-class campus service:

• Manage and measure campus provided services in near real-time with rich reporting and analytics

• Maximize the impact and synergy across the services provided

• Demonstrate thought leadership and innovation, rather than complacency

Optimize Your Campus Services


The Potential Benefits Expand the Customer Experience

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Enhance the visibility of student and campus activities

Be in the hands of students and faculty no matter where they are

Enable an informed mobilized experience

Mobile barcodes allow you to build a more informed campus


The Potential Benefits

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• Revive print ads and flyers

• Engage with students by mobilizing the experience

• Enable student and faculty interaction on the go

Bridge the on-line and the off-line world

Turn traditional print media, flyers, and campus signage into a mobile experience


AT&T Mobile Barcodes in Action

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• AT&T Mobile Barcodes are included in the daily publication of USA Today nationwide

• This includes color codes on the front page of each major section and black and white codes throughout the paper to link readers to mobile content

• AT&T is excited about this partnership with USA Today and the opportunity to enhance USA Today reader engagement with newspaper and editorial content while increasing the overall mobile channel activity.

USA TodayAT&T Mobile Barcode Services


Enabling easier engagement with target audience at the point of interest: scan

to discover new content, pay on-line, scan to fan, etc.

Starz Entertainment Scanning and Dynamic Landing Pages


The Benefits Georgia Aquarium - Directions and maps of the facility & exhibits


Red Light Management:• Dave Matthews Band: Flyers at band

merchandise table on tour linking to download band iPhone app

• Steel Train: Barcodes linking to 7" of the month club (vinyl record subscription). Featured on flyers at Steel Train merchandise table on tour, Facebook homepage, and Twitter.

• Tim McGraw: Barcodes tied to the 2011 tour

Red Light Management Interact with favorite artists


HowTips and Best Practices


Back-up

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Codes ScannerTraditional Media

CMP

Supports all three global standard code types

Data Matrix

QR

1D

Mobile Web

SDK

AT&T

Encrypted data sent to server:*• Code• Location**• Demographics**• Technographics

Deliver targeted info to consumer • Mobile Web• Video• Coupon• Phone Call• Any much more…

Consumer scans code with the free AT&T Code Scanner

Place AT&T Mobile Barcodes on print ads, displays, TV, billboards, direct mail.

AT&T Mobile Barcode ServicesThe Offer

• * Reporting metrics may vary by code type.• ** Consumer opt-in required.

Documents

© 2012 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Mobile Barcode Services