1. Click2K’Ching The Mobile Shopper & The Impulse Economy

2. need to tie the consumer’s mobile number to the basket new message: experience Thanks for your entry. If you wish to join VIP club and receive deal alerts, reply VIP. Tie mobile to basket

3. need to tie the consumer’s mobile number to the product new message: experience Thanks for your entry. If you wish to join XBOX VIP club and receive 7/11 XBOX deal alerts, reply VIP. Tie mobile to product

4. VS. MobileOnline 9% 15% 14% 10% 12% 2% 3% 6% 3% 2% 0% 5% 10% 15% 20% Unaided AwarenessAided AwarenessAd AwarenessMessage Association Brand FavorabilityPurchase Intent Campaign Effectiveness Brand Metric Deltas Mobile vs. Online November 2007-December 2009 Mobile Norms Online Norms Delta: Exposed-Control

5. VS. MobilePortable (immobile?)

6. 6 Store 82% Sporting event 36% Doctor’s office 55% In plane 14% In church 7% Movie Theatre 17% VS. StoreOther

7. Reach & Frequency VS. Bells & Whistles

8. Messaging growing... In 2007, roughly 1 in 6 had signed up for some sort of text alert. In 2009, that number is now 1 in 5 with significant increases in sign-ups from 18-44 year olds Text Interaction With Brands Is Increasing Gen YGen X Young Boomer Older Boomer Signed up for some text alert 32%27%19%15% Airlines 5%7% 5% Music groups 10%6%3%0% Restaurants or bars 5%6%4%2% Food/drink products 6%5%2%1% Radio stations 10%6%3%0% Weather 16%13%11%7% Magazines 5% 1%0% Sports 7%10%6%2% Traffic 5%7%2%3% Other 5% 4% Weather and Sports alerts are most popular; Radio Stations & Music Groups popular with 18-24 yr olds

9. When can I interrupted you? Nose 2 phone...

10. new message: 2LMJCXFC7C VS. m-Mediam-Mouse (activate)(publish)

12. App Store Downloading Behavior – By Age 09, iPhone Owners Source: Mobile Media Insights survey Five is the magic #... HTML5 and the super app

13. VS. CampaignChannel (on going)(date stamp)

14. VS. PromotionSales (PIN on Product)(TXT2Win)

15. Mobile is a horizontal buy that adds value to your vertical PUSHMobile is a horizontal buy that adds value to your vertical PUSH Activate traditional publishing mediumsActivate traditional publishing mediums Create a permission-based 2-way channelCreate a permission-based 2-way channel Help the brand bridge to POS, WEB, CRM programs...Help the brand bridge to POS, WEB, CRM programs... VS. VerticalHorizontal (cross-channel)(in-channel)

16. ShrinkReThink (function) (form) VS.

17. Find meFind myself (lo so)(big brother)

18. VS. Thoughtful $Impulse $

19. Cardinals 1,280,000 17,214 1.34% Rams 528,000 9400 1.78% Cowboys 80,000 2,317 2.90% Heat 176,000 9,950 5.65% Pats 412536 3041 0.74% Stars 277,500 11,519 4.15% 2,754,036 53,441 1.94% AUDIENCE ACTIONS RESPONSE MOBILE-ACTIVATED MEDIA CHANNELS Example Media Activation (cross channel)

20. Mobile purchase intent across all categories: CPG  3.4x Automotive  3.9x Entertainment  4.1x Travel  5.4x Technology  7.5x Retail  7.9x InsightExpress “Campaign Effectiveness Brand Metrics Vertical: Mobile X Times More Effective Than Online” (November 2007 – December 2009) Good numbers in any ledger

21. In recent A B testing with large retail D2C digital opt-in database: Email 8% conversion Mobile 20% conversion Example Conversion

22. Establish a connection with your consumers, engage with them by providing the content and information that they demand

23. It starts with an opt in. Create a permission based relationship and build a database of phone numbers.

24. Keep the conversation going while out-of- store with interactive information and content. Drive  Store traffic  Web traffic  Just-in-Time Deals  Trial

25. 1.mobile coupons 2.mobile EPP 3.mobile rebates 4.mobile flyer subscription 5.mobile shelf talkers 6.mobile PoS 7.mobile commerce Put a “M” in front!

26. Two resources... www.iab.net Linkedin: IAB MOBILE www.m-e-f.org Linkedin: MEF MOBILE COMMERCE

27. Thank you Linked In: IAB MOBILE Linked In: MEF MOBILE COMMERCE gary@impactmobile.com