MPA Presentation Powerpointers

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Nihal Mehta
Co-Founder CEOipsh!
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The North American leader in messaging platform
and services designed for the mobile generation.
December 2005
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the wireless landscape
ipsh! has a unique niche.
fits here
the
brand, agency, and content owner facing rather
than wireless operator facing leading to more
creative, innovative thinking campaigns that
drive ROI.
Source iLoop Mobile
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market snapshot

• nearly 200 MILLION mobile phones in the US (198
  million in Nov 05)
• 64 of ALL US Households, 65 of US adults
• 100 MILLION Americans use text messaging 1x/wk !
• America the sleeping giant as compared to
  Europe Asia, is finally starting to wake up
• US Phones sent 22.8 Billion SMS text messages in
  2004 up 3X from one year earlier!
• Today in the US alone, over 2.5 Billion text
  messages get sent PER MONTH!
• By 2009, US mobile handset users will generate
  49.8 billion SMS messages and 4.4 billion MMS
  messages!

Sources CTIA, Wireless Market Forecast
2004-2009, Jupiter Research 2005, Page 6
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• 25 of handsets were MMS capable in 2004.

• Mobile subscribers will steadily increase to 212
  million in 2009, representing 69 of the US
  population.

• Will grow to 72 of the installed base in 2009.
  MMS penetration will not be limited by audio
  functionality while only 12 of handsets are
  capable of music/voice recording and playback in
  2004, 100 will be capable by 2009.

Source Wireless Market Forecast 2004-2009,
Jupiter Research
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• SMS is by far the most prevalent non-voice
  function on cellular phones

Source Wireless Market Forecast 2004-2009,
Jupiter Research
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market snapshot
and today, all demographics have embraced text!
Mothers, similar to how they first learned to
use email, are quickly catching on to text to
communicate with their kids.
Source Pew Internet American Life Project,
March 2005
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the benefits of mobile marketing

• ubiquitous. Mobile devices are an always-carried,
  highly visible social communication tool.
• VIRAL! on average, 6 of messages are forwarded,
  and 20 are shown to a friend.
• Little waste.
• Unsaturated medium nearly 100 of SMS messages
  are viewed by receiver.
• 71-96 recall rate by consumers to mobile
  marketing campaigns.
• Highly personalized and localized opt-in user
  base utilizing demographic, psychographic and
  geographic targeting.
• Consumer intent to follow a brand prompt produces
  an overwhelming response with over 40 of
  respondents agreeing that they would visit a
  website or view an ad.

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the benefits of mobile marketing
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decoding mobile JARGON

• SMS
• Short Message Service / text-only / limited to
  160 characters/msg
• MMS
• Multimedia Message Service / ringtones,
  wallpapers, logos, themes, animated ringtones,
  mobile video
• WAP
• Wireless Application Protocol
• Shortcode / 5 numbers creating the mobile URL
• 1k/month for vanity code (i.e. VODKA)
• 500/month for random code
• www.usshortcodes.com
• J2ME/BREW
• Java-based applications for rich media on mobile
  phones, i.e. mobile games

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American Idol set the bar

• Vote Reminder text message listing all the
  Idols codes right before voting opens
• Text the word VOTE to your idols number
• In 2005, 41.5 million American Idol voting
  messages were sent
• This represents a 600 percent increase over the
  2003 showing of 7.5 million text messages.

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why magazines ?

• Customer acquisition
• Shortcodes -gt user opt-in -gt magazine
  subscriptions
• Customer retention (CRM)
• Creating maintaining mobile databases to
  communicate with your customer
• Creating real-time interactivity through print
• trivia, polling, quizzes
• Auxiliary revenue streams
• selling ringtones, wallpapers, video

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FHM in the UK

• FMH, a British men's monthly published by emap,
  is using mobile voting for the first time to
  garner votes for its 10th annual FHM 100 Sexiest
  Women in the World feature.
• "Readers can send an SMS message with the names
  of all the women they wish to vote for to a
  five-digit short code printed in the magazine.
• Readers can vote for any women. They pay 50 cents
  to send in a vote. This is a mobile operator cost
  and not one charged by FHM. Mobile voting will
  take place until results are announced in May".

• DMnews

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Sports Illustrated goes mobile

• Browse through the full collection of the 2005
  Sports Illustrated Swimsuit Edition photos
• choose your favorites and download them as
  wallpaper to your cell phone.
• Theres a new model featured every month, and
  there are exclusive photos not available anywhere
  else.

http//siwallpaper.summus.com/
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The Wall Street Journal Mobile

• "The Wall Street Journal Mobile" provides
  business news and personalized portfolio
  information along with market and stock data to
  wireless phones.
• Customers can subscribe to the downloadable
  application for 3.99 per month.

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Mizz magazine spreads to SMS

• Another Teen magazine goes texting in the UK .
• Teen magazine Mizz will be launching a new range
  of SMS services for readers, including 'text in
  your story ending' and 'your most cringe worthy
  moment'
• SMS subscribers can also form a 'Mizz Crew', an
  online community built through text message
  subsciptions, and the largest crew will win a
  prize. Readers sign up to send and receive Mizz
  text messages on their mobile phones, charged at
  25pence each.
• Mizz has a print circulation of more than 100,000
  in the UK with a core audience of female 10 to
  14-year olds.

Source Jemima Kiss, Dot Journalism
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Try it out now!

• Text in to receive your ipsh! magazine cover!
• Create a new text message
• The to field should be the shortcode 65579
• The keyword (message body) is COVER (for
  treo/blackberry use cover1)
• Press send youre done!

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ipsh! overview

• ipsh! produces more mobile marketing campaigns
  than any other US-based firm (over 400 campaigns
  since June 2001)
• ipsh! patent-pending PRISM technology works
  seamlessly across all carrier and handsets
  globally allowing brands maximum access to their
  consumer base
• ipsh! prides itself on the ipsh! bear hug,
  providing full-service, creative and strategic
  mobile solutions as well as implementation,
  project management, reporting.. instead of just
  another technology license
• ipsh! is known for flawless execution because of
  our team of expert project managers and IT staff.
  Brands work with ipsh! for our extraordinary
  creativity, our suite of turn-key products and
  our experience
• Award-winning ipsh! won MediaWeeks 2004 Best
  Non Traditional Advertising Award, MIXX 2005, and
  nominated as a finalist for ADTECH/05

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ipsh! Messenger the ipsh!

• Web-based, real-time messaging platform gives the
  power of mobile marketing at your fingertips.
  Interact with your target audience through one
  integrated platform via text messaging, WAP Push
  (delivery of multimedia content), mCoupons, polls
  and quizzes.

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ipsh! Messenger

• Comprehensive, real-time reporting to monitor
  tweak your campaign.
• Dynamic keyword control to modify shortcode
  campaigns on the fly.
• Future versions allow users to upload a JPEG or
  MPEG and convert automatically for mobile
  wallpaper/video

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ipsh! Clients (Partial List)
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www.ipsh.com
Presented by Nihal Mehta CEO,
co-Founder 415-355-9313 / San Francisco nihal_at_ipsh
.com
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