© Placecast, 2011. All rights reserved

Location-based mobile marketing at scale

“It’s the wallet, not the transaction”

September 8, 2011

Mobile Payments Conference:

© Placecast, 2011. All rights reserved

Placecast is leading innovation in location-based commerce

6 years in development

Proprietary technology and

patents solve problems of

running location-based programs

at scale

ShopAlerts is the leading opt-in

location-based mobile marketing

solution

Loyalty/CRM programs for

brands and acquisition programs

for carriers

Over 6M active users

4 carrier programs including

AT&T and Telefonica O2 UK

“Placecast is at the forefront of a new

wave of location-based companies that

have built up the necessary intelligence

and data to thrive as the location

advertising market takes hold.”ABI Research

©Placecast, 2011. All rights reserved.

42%

30%

21%

17%

44%

29%

16%

20%

40%

30%

26%

14%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

18-34 35-44 45-54 55+

At least Somewhat InterestedBase: Cell Phone/Smartphone Owners

Total

Men

Women

Assuming you gave permission, how interested, if at all, would you be

in receiving text alerts about new products, sales and/or promotions from your

favorite merchants, restaurants, or stores on your cell phone/Smartphone?

n=1719

Harris Poll:

Consumer of all ages are want mobile offers

©Placecast, 2011. All rights reserved.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Grocery coupons and promotions

National restaurant chain promotions and offers …

Entertainment products and availability (e.g., …

Fast food menu items and promotions

Beauty and fashion (e.g., shoes and accessories)

Coffee and beverage promotions

Electronics product offers and promotions (e.g., …

Travel services, special rates and amenities …

Health-related offers including gym services …

Convenience store products

Home furnishings

Infant and child-related products/services/events

Bar or nightclub offers and promotions

Sporting goods and equipment

Other

None

Categories of Interest – Location-based AlertsAlmost equal interest in restaurants, fast food, travel, health

Male Female

N=476

Harris Poll:

Consumers want relevant mobile marketing from retailers

©Placecast, 2011. All rights reserved.

Smartphone users and shopping behavior

▪ 79 percent of smartphone consumers use their phones

for shopping-related activities, such as comparing

prices, finding more product info, or searching inventory.

▪ 74 percent of smartphone shoppers make a purchase,

whether online, in-store, or on their phones.

▪ 70 percent use their smartphones while in a store

Source: The Mobile Movement: Understanding Smartphone Users, a study conducted by Google and Ipsos OTX MediaCT

©Placecast, 2011. All rights reserved.

The Opportunity: 1 trillion dollars of offline retail sales per year

influenced by digital marketing

http://www.businessinsider.com/using-mobile-to-bridge-the-gap-between-online-and-offline-marketing-2011-9

© Placecast, 2011. All rights reserved

MineCustomer

Data

Promo Email

Opt-in to Receiving ShopAlerts

Ph # + Prefs tied to payments

account

Consumer Gets Custom Offer

Consumer buys at Merchant

Purchase data fed back to CRM

For marketers, mobile wallet is opportunity to close loop on promotions driving real-world purchases

For marketers, this allows for optimization of mobile promotions with back-

end conversion metrics based on CPA

© Placecast, 2011. All rights reserved

Introducing ShopAlerts®

http://placecast.net/shopalerts/index.html

©Placecast, 2011. All rights reserved.

Telefonica O2 ShopAlerts Case Study

“The most ambitious deployment yet of new location-based wireless marketing technology…”

Financial Times 10/15/10 O2 - Placecast Partnership

©Placecast, 2011. All rights reserved.

Telefonica O2: Case Study

▪ Launch…

- Originally plain SMS without

location

- 2 messages/week

▪ Today…

- Grown to 6M users in 12

months

- Consumer preference center

- Available targeting: age +

gender location + time +

expressed interest in product

category

- 5 messages/week

- Great results for dozens of top

retail and CPG brands

©Placecast, 2011. All rights reserved.

Brand case study: Fitness First generates powerful results

▪ Targeting: 18 – 35 who expressed

interest in healthy living

▪ Geofences set around Fitness First

sports clubs across the UK

▪ Offer: a free two-day pass, with

details of the nearest club.

▪ Results:

- £385,000 in new revenue for Fitness

First

- 2,690% ROI

- 1,100 new gym sign-ups for 4 and

12 month memberships

http://www.mobilenewscwp.co.uk/2011/07/o2-location-ads-make-385000-for-fitness-first/

© Placecast, Proprietary and Confidential, 2011

Problem to solve: personalized, location-based offer management

“Deliver the most relevant, nearby

offer, tailored for each user based

on real-time location, individual

preferences, prior behavior…in

real-time across any mobile

device.”

©Placecast, 2011. All rights reserved.

ShopAlerts ingests location, targeting and user data to

deliver personalized offers

Demo/Psycho LayerHH income | HH size | age | gender | education | PRIZM lifestyle categories

User Profile DataCustomer Profiles| Behavioral Data|3rd Party Intender| Expressed Intent

Geography + Time Layerneighborhoods | merchant addresses|

weather | events calendars

User + Location-based OfferReal-time message tailored to user

Positioning Data

zip code | address | lat-long

Network| Passive/Predictive| GPS | Wifi

OffersDirect Sold| Affiliate Offers |

Display | Local Search | SMS | MMS

©Placecast, 2011. All rights reserved.

ShopAlerts Self-serve – turnkey UI for campaigns

▪ White-label tool that enables

turnkey delivery of ShopAlerts

programs in 3 easy steps

▪ Key components include

­ Upload locations

­ Create/manage geofences

­ Activate discounts and

promotions

­ Reporting and analytics

▪ Can be used by carrier, agency,

or brand personnel and even

SMBs directly

▪ Like Google AdWords for the real

world

http://youtu.be/-3bEV9og3HA

©Placecast, 2011. All rights reserved.

Location-based analytics for marketers

▪ Registrants

▪ Opt-ins/Outs

▪ Deliveries over time

▪ Top geofences

overlaid on map

▪ Drag and drop UI for

custom reports

© Placecast, 2011. All rights reserved

Thank you!

Blair SwedeenSVP – Strategy & Business Development

blair.swedeen@placecast.net

m: (773) 727-1375