The Mobile Future

Jeff Hassemer, Director of Multi-Channel Strategy

Is this our future?

SMS users

US wireless subscribers:

Source: JupiterResearch Wireless Model, 10/06 (US only)

226 million2006

2011258 million

ca. 50% ca. 60%

MMS usersca. 14% ca. 28%

Clearly, there is some kind of future in Mobile

75% Penetration 86% Penetration

And use is on the rise in the U.S.

In March 2007, 39.6% users sent or received an SMS message

15.3% of Users sent a photo message

9.6% of Mobile users accessed news or information via phones in March 2007

6.6% of users used Mobile Instant Messaging

3.2% of users downloaded a game

3.2% of users purchased wallpaper or a screensaver

Source: M-Metrics, M-Metrics.com

Theoretically, Mobile is a Direct Marketers Dream

Location Based Advertising

Individual identification that does not change

Total Engagement with the audience

Multiple Formats to utilize SMS

MMS

WAP/WMS

Mobile Advertising

Mobile Video

In short, everything that is available today via the Internet is also available via the mobile web.

So Why is the U.S. so far behind in our Mobile Evolution?

U.S. Mobile Issues - Infrastructure

U.S. Mobile Issues - Culture

Where are the Opportunities?

The MarketThose who are heavily tied to their mobile devices

Currently 15-25 year olds who were raised on Mobile

Business People who are tied to their phones

Soccer Mom’s who are constantly on the go

Marketing Must Bring Value to the UserService Oriented Messages

Timely Offers/Location Based Offers

Lower the cost of service – i.e. Ad Supported is NOT a dirty word

Coupons on phones

Surveys/contests via text

Some Real World Examples

Financial ServicesTransaction Alerts

Balance Alerts

Loan Approval Status – Real Estate/Auto

Retail/CPGStore Promotions

Mobile Zones

Location Based Advertising

Mobile Search/Local Search

Health Care/PharmaPrescription Alerts

Health Monitoring

Travel/HospitalityReservation Confirmations

Departure Management Messages

Pay by Phonewww.feedtribes.com

The Mobile Wave Will Come

Create a Mobile Version of your Web Site

Test the WatersIdentify the customers who are highly tied to mobile

GET PERMISSION!

Define High Value Service Types of offersOMG, IMHO SMS is $$$$ that’s SNF

Current infrastructure forces us to think it through

Consider your ChannelsSMS

MMS (Verizon Only)

Mobile Advertising

Mobile Search

Thank you!

Jeff Hassemer

Director, Product Marketing

jhassemer@responsys.com

Mobile: 303.960.6914

Direct: 303.825.3678