1. What’s working in mobile & where the growth will come
from
Nick Pestell
14th April 2011

2. O2 Media strategy aligned to our core business
Helping our Customers Connect
O2 company to the people and things that are important to them,
vision in a way that is simpler, easier, better,
whenever, wherever, and however they want
O2
company Twice as many fans as our leading rivals
goal
Helping our customers connect
O2 media to their personal passions, interests and needs,
vision in a way that’s simpler, easier, better, for them to
build/grow mutually beneficial relationships with brands
O2 media
Build the market leading personalised media business
mission
Our
differentiator Using data for our customers’ benefit, as individuals

3. Online, Mobile and eventually data
Hyper targeting
Behaviour Deep understanding
of O2 customers enables
Interests precise targeting and
Location minimum wastage
Lifestage
Demographics

4. Which is why we play across the value chain
Awareness Mobile browsing Direct Response
Engagement Acquisition
O2 Active
Intelligent Messaging Top Up Surprises
Content
Content partnerships
Research Location based Production &
Insight messaging development
Rate & Respond You Are Here App Discovery & Build

5. Like O2, we put the customer at the heart of our thinking
Deliver 2+ points on Customer Satisfaction Scores
touch point SCORE:
“I get 2 to 3 offers a week…
I actually want more”
Ben,
O2 More
Source: CSI Score Q3 2010
Unweighted Base: O2 Pay Monthly = 728, O2 More Boost = 100

6. And because it scales, it works
Click to call Click to M-Site Rate & Response Picture Click to App Click to Video
Direct Response Acquisition Engagement Promotion Interaction Awareness

7. Starbucks location based messaging results
• 14% of customers who had received the message had
already redeemed Starbucks VIA offer.
• Additional 23% intended to redeem offer.
• 93% recall of message.
• Nearly 1/3 said the voucher increased their likelihood
to seek out VIA in store.
14% redeemed the offer
• 77% positive rating for O2 More
• More than half were very positive about location based
messaging citing increased relevance
23% said they
would redeem
the offer

8. House of Fraser location based messaging results
• 14% of customers who had received the message
had already redeemed the House of Fraser offer.
• Additional 16% intended to redeem offer.
• 40% recall of message.
• O2 More texts increased likelihood to shop and 56%
visited 1 or more times due to the texts
14% redeemed the offer
• The texts drove multi-channel behaviour: an
additional 32% visited the website due to the texts
16% said they
would redeem
the offer

9. App discovery
High demand for App discovery from the market and accredited by the industry:
NatWest campaign won NMA Best use of Mobile 2010.
Response: 30% of people have clicked to download the apps.
Thorpe Park: 30% of people receiving the SMS message downloaded
the free app. Launch pushed the app to No. 26 in the Entertainment category.
Nike Training Club app: 18% click through rate, targeted to female audience
interested in health and fitness
CineWorld: 13% click through rate from SMS message. The SMS launch
helped push the app to No. 4 in the Entertainment category
Trainline: 12% click through rate, targeted to commuters living in the South East
England

10. Growth will come from 5 areas
Opted in customers that want to participate
in a unique 121 relationship, not be shouted
at like traditional advertising (O2 More)
Location, but leveraging from location to
target consumers when they’re in the mood,
not the area
Solutions that deliver relevancy and an
experience, like Priority Moments
Analytics – brands are excited about the
potential of the data. Think data, not online,
not mobile
Lastly, linking the opportunities to other
forms of media.

11. Thank you
Nick.Pestell@O2.com