Taking Your Ads Back with Live Print™

Presented on October 3rd, 2010 for MPA by:

Konny Zsigo, President

Brennan Hayden, Vice-President
Wireless Developer Agency (WDA)

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Who Is WDA?
WDA Is STABLE & SAFE

Private, Profitable, 40 employees, founded in 2001

Recognized Technology Leader

Recognized Service Leader

A+ Client List

Founders are recognized mobile industry experts

Senior management team of four has 50+ combined years of

mobile experience
Who Is Brennan Hayden?

Started my career at the IRS in 1983 (Unix and SQL were gonna be BIG!)

Then, Health Care, Security (my first 2D barcode in 1987!)

Starting 1993 -- SMS, then Content, now Marketing

Sent the first text message in the U.S. in 1993

Founded the SMS Forum

On the team that trade-marked m-commerce - in 1997!

Co-founded WDA in 2001, 28 straight quarters of profitability (and counting)

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Mobile Phone Technology Milestones
WDA Founded

Instant Messaging (IM) is Inter-carrier text delivery First mass-

the rage starts in Europe Video market NFC
phone
1 million Data
First iPAD
AOL Owns the users in US! Two-way Text Messaging
Internet; 37M in the US starts
subs! First iPhone released
WAP Begins
Ringtones
Camera Phone sales iPhone App
Mobile Web 3G 4G
2G pass digital cameras Store
(Phone.com)
1999: First year the
SMS Begins term ‘Globalization’
is used First WIMAX
First Blackberry Trackball
Phone
M-commerce Forum Java and
BREW apps
First Android
AT&T Developer Program First Blackberry Phone
Smartphone
80 million Data
Nextel Developer Program First Western Union users in US!
mobile money xfer in
First BB messaging device U.S.
1994

1996

1998

2000

2002

2004

2006

2008

2010
Mobility has become part of our social DNA and
data-oriented activity is rising
• 262 million US subscribers, nearing 100%
penetration 3.6 Billion Mobile
Phones
• 58% of mobile subscribers have done
non-voice data activities
• 53% are active text users, 149 M
• > 12% of subscribers have flat rate data
2 Billion TVs
plans
1.6 Billion
• > 15% now own smartphones
1.5 Billion Internet
• iPhone – 7 million sold in Apple’s 4th Cards
quarter alone. One million 3G S sold in 1 Billion
Accounts
one week, 70 million sold. 1 Billion PCs
• 120,000 apps, 2 B downloads in 18
months. 250 Million
iPods
20% of all mobile subscribers are
prepaid account s using both text and
voice
(Mercator Primary Data Series research)

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What Are These People Doing?
They are eating your lunch
What is Live Print™ ?

Live Print Allows You To Sell Mobile Response

• Using a simple 5 digit code, you can increase the value of your advertising 12345

Live Print Allows You To Increase Your Subscription Rates

• Besides selling mobile response, you can also use the same technology to increase
response rates on subscription cards

Live Print Allows You To Reach over 80% of the U.S. population

• Texting is the only mass market mobile technology. Nothing else is close (except
voice).

Live Print Is Your Link To The Younger Generation

• Mobile is increasingly the primary access point for people, and the growth rate for
this segment exceeds the pace at which the population is aging; 50% of 40 to 50
year-olds!

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How to reach your audience in the US
• 260m Mobile Phone Users
• 230m Texting users
• 80m mobile web users
• 50m Email Mobile Users
• 30m text alert users
• 30m iPhone / iPod Touch / iPad users
• 20m mobile video viewers
• 15m Free App Users

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The Universe of Active Handsets in the U.S.

88% of mobile phones are text enabled

64% of mobile phones are Internet enabled

Feature Phones Smartphones

Feature Phones make up 75% of the market,
many of them are current devices, but many
are also older, less capable handsets
35% have unlimited text msg. plans
12% have an unlimited data plan
Smartphones are
25% of the US Market
50% have unlimited text msg. plans
52% have an unlimited data plan *
Most users have data plans.

Source: Luth Research Survey June 2009; Comscore June 2009

Device Fragmentation is the Reality

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12 | Touchatag |August 2009
QR Code Examples

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Better QR Code Examples (from Spyderlynk)

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Mobile Outperforms Web…

Source: http://www.insightexpress.com/ommamobile (2009)

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Mobile Marketing Outperforms Web…
Insight Express: Mobile Marketing Qualitative Effectiveness
Across Different Marketing Criteria

Source: http://www.insightexpress.com/ommamobile (2009)

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The Case for Mobile Response

• Conversion rates 15-20% and as high

as 30%
• ROI as high as $20 return for every $1
spent
• Increases in opt-in databases have
reached 23%
• At least 2x redemption rates as
compared to other media channels
• Fraction of the cost of the overall
shared mail campaign–mobile easily
pays for itself McDonalds Thanks You
• 250-1,200 opt-ins in first few months– Enjoy one FREE Small McCafe
coffee. Valid 1 week.
one retailer had 900 in first two
Help: moneymailer.com
weeks
Opt-out: Reply STOP
• Spikes in sales during slow weekdays MCDONALD
and on promotional holidays Msg&DataRatesMayApply.

• 4% increase in incremental sales

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 Lexus Mobile Site
A PC Site is NOT a Mobile Site…
Designed for Mobile
PC broadband HTML site viewed on a
mobile phone:
• Broken formatting
• Missing images & elements
• Flash inoperative and invisible
• No size recognition

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SMS/MMS Mobile Campaign Costs
• Consultation
• Managed Service vs. Self-Service vs. Hybrid
– Pre-configured campaign options
– Campaign setup/certification/monthly service
– SaaS self-serve license $1k/$5k/$20K+ per month
• Short Code Lease: Shared/Dedicated/Vanity
It’s a scorcher in
– $2k setup Miami today! Keep
cool with breezy late
summer skirts. 20%
– Shared ($500/mo.), Dedicated ($1.5k/qtr.), Vanity ($3k/qtr.) off at any store. Code
t239r Exp. 8/31/10
• Messaging Fees
– Per message: $0.01-$0.07, avg. around $0.03
– Bulk & Unlimited
• Binary Content Delivery $0.20
• Outside Integration (reporting, APIs)
• Extras (sweepstakes indemnification, Web opt-in etc.)

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Think Big. The future of mobile.

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Get Your Head Out Of The Clouds. Get Some Basics Going ASAP.

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Contact
Brennan Hayden
517-505-7300 (m)
brennan@wirelessdeveloper.com
Twitter @reallybig

2875 Northwind Dr.

East Lansing, MI 48823
517-337-2701, ext. 210
http://wda.us

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