Mobile Applications & Case studies to Digital Media 2010 & 2011 Lê Trần Hồng Phúc (Chairman Maro Media) Trong phần này người nghe có thể hình dung rõ hơn nguyên lý, quy trình hoạt động của các ứng dụng (Mobile Applications) khác nhau trong Mobile Marketing thông qua các case study thực tế: - Branded SMS Blast: Ứng dụng gửi tin nhắn thương hiệu - Text to Win or Luck draw: Ứng dụng gửi tin nhắn khuyến mại, trúng thưởng - Data Collection: Ứng dụng thu thập thông tin khách hàng - Customer Care: Ứng dụng chăm sóc khách hàng - Accumulating Program: Ứng dụng tích luỹ điểm

1. www.InterMark.vn
Mobile Solutions Expertise
Mobile Marketing
Mobile Solutions Expertise
Opportunities for Start-up and Agency
Âu Dương Đạt – VHT Chairman
© VHT 2011

2. www.InterMark.vn
Mobile Marketing is SMS Marketing ???
© VHT 2011

3. www.InterMark.vn
Evolution of Mobile Marketing
Mobile Internet &
SMS WAP Apps
© VHT 2011

4. www.InterMark.vn
Push SMS – Brand Name SMS Marketing
Happy Birthday Brand Name SMS:”Chuc mung sinh nhat anh/chi Ngoc. Than chuc
anh/chi that vui va hanh phuc ben gia dinh cua minh. Friso luon dong hanh cung ban
cham soc va bao ve be yeu.”
Promotion Brand Name SMS Campaign: “Mua FRISO de doi ngay khan choang ECH
CON NANG DONG, ONG NHI XINH XAN cho be thoa suc vui choi tu 1/5-30/6 (chi ap
dung san pham buoc 3 va 4). Lien he 18001545.”
Volume: 100,000 SMS/month © VHT 2011

5. www.InterMark.vn
Push SMS – Brand Name SMS Marketing
Blast Brand Name SMS to notice meeting day: “Truong Ho Van Cuong thong bao :
Moi hop phu huynh hoc sinh Khoi 1 vao luc 18h ngay 25/05 tai Co So 1”
Blast Brand Name SMS to notice vacation day: “Truong Ho Van Cuong thong bao:
Ngay 17,18/05 cac em duoc nghi. Thu Nam 19/05 di hoc binh thuong”
Blast Brand Name SMS with student’s mark: “Ha Binh An: T:7.9;L:8.8 Sh:7.5;V:7.5;
Su:7.9;D:7.8; A:8.9;CD:6.7; CN:7.6;TD:8.3; AN:9.5; MT:8.6; TH9.4; TBN:8.1;XH35;
XL:HSG”
Volume: 50,000 SMS/month © VHT 2011

6. www.InterMark.vn
Push SMS – Brand Name SMS Marketing
Promotion Campaign: “San Giao dich BDS Savills tran trong gioi thieu chuong trinh:
Ecopark don chao mua ha - Uu dai tang ngay khi mua can ho Rung co - So luong co
han, danh cho khach hang dang ky som bat dau tu 20/05/2011. Gia chi tu 18,5tr
VND/m2. Chi tiet lien he 1900 555 565 / 01233 555 565/ 0439363940 (18, 20).”
“Savills tran trong gioi thieu CO HOI VANG SO HUU CAN HO RUNG CO - Ecopark: Dac
biet trong 3 ngay 23,24,25/04/2011, Quy khach se duoc uu dai chiet khau 12%, gia moi
chi con tu 18 - 23 trieu VND/m2 (Gia 1 can ho tu 1,3 ty VND). De dang ky so tham
gia, soan tin nhan voi cu phap RC <Ho va ten> va gui den 6185. Chi tiet xin lien he 1900
555 565 hoac 01233 555 565 hoac www.ecopark.com.vn”
Volume: 250,000 SMS/month © VHT 2011

7. www.InterMark.vn
Push SMS – Brand Name SMS Marketing
Telcos Percent
Vietnamobile
0%
Beeline
Mobifone 0%
41%
Sfone
Viettel Other 1%
14% 2%
Vinaphone EVN-Telecom
44% 0%
© VHT 2011

8. www.InterMark.vn
Push SMS – Brand Name SMS Marketing
3%
Ischool Campaign 4% FRISO Campaign ECOPARK Campaign
DELIVER UNDELIVER EXPIRED DELIVER EXPIRED UNDILIVER DELIVER UNDELIVER EXPIRED
8% 4% 2% 5%
93%
88% 93%
- Delivered: The messages come to the mobile & almost 100% Opened.
- Undelivered: the number is not existing.
- Expired: turn-off number.
© VHT 2011

9. www.InterMark.vn
Pull SMS – SMS Gateway
. Marketing Campaign: ID Account is user’s phone number
. MO: Text: VISO<space><Name,Addresss> send to 8051
. MT: Ban da dang ky mot san pham Viso mien phi. Chung toi se gui san pham den cho
ban trong thoi gian som nhat. Xin cam on!
© VHT 2011

10. www.InterMark.vn
Pull SMS – SMS Gateway
. Marketing Campaign: ID Account is user’s phone number
. MO: Text: HTC<space><IMEI CODE> send to 8051
. MO: HTC cam on ban da tham gia chuong trinh "Luot cung HTC Wildfire, kham pha ky
quan Chau Uc". Hay truy cap website http://htcwildfire.com.vn de biet them chi tiet
SMS Rule:
- Each phone number can send only 1 SMS with onlyVHTIMEI CODE.
© one 2011
- In the end of the campaign, winner will be chosen randomly

11. www.InterMark.vn
Pull SMS – SMS Gateway
. Marketing Campaign: ID Account is user’s phone number
. MO: Text: HTSH<space><Product CODE> send to 8051
. MO: Cam on ba con da tham gia chuong trinh.Tong so tin nhan hien tai la 1.Xo so lan 1
ngay 10/6,phat song ket qua tren dai TH Tien Giang 16h30 ngay 16/6.Cty Hop Tri
SMS Rule:
- Each phone number can send only 1 SMS with only one Products CODE.
- In the end of the campaign, winner will be chosen©randomly
VHT 2011

12. www.InterMark.vn
Pull SMS – SMS Gateway
. MO: Text: DRT1 send to 8051
DRT1 Campaign - Telcos
.Objective: increase viewers volume 4.89% 29.94%
.Duration: 04/20011 – 06/2011 GPC
.Mechanics: Win 10,000,000 VND every week. VIETTEL
.Result: Total 348,496 SMS have been sent. VMS
SMS Rule: 65.17%
- In the end of the campaign, winner will be chosen randomly
© VHT 2011

13. www.InterMark.vn
Pull SMS – SMS Gateway
Percent of sending SMS time
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
© VHT 2011

14. www.InterMark.vn
Pull SMS – SMS Gateway
.1st Brand Name SMS: Notice customers to join NIVEA campaign (game 1) and get gifts
from NIVEA
.SMS Gateway: Receive answers from customers, VHT System will send 2nd Brand
Name SMS to notice game 2nd
.Objective: Make target customers know what is NIVEA FOR MEN “Phan Tu Bac”
.Duration: 01/06/2011 – 07/06/2011 © VHT 2011

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Pull SMS – SMS Gateway
© VHT 2011

16. www.InterMark.vn
Pull SMS – SMS Gateway
. E Warranty: Send SMS to active E Warranty for your machines.
. MO: VTA <NguyenVanA><IMEI CODE><Phone numbers> send to 8051
.Objective: more convenient for customers. 2011
© VHT

17. www.InterMark.vn
Pull SMS – SMS Gateway
.Text to get Ecoupon: Send SMS to receive Ecoupon from Merchants.
.MO: Ecp<Space><Code> send to 8051
.Objective: more convenient for customers
SMS rule: Each phone number can send only 1 SMSVHT 2011
© during Campaign.

18. www.InterMark.vn
Pull SMS – SMS Gateway
MO (2)
location based Web Service
MT1 (3) Connection (1)
MT1 (3)
© VHT 2011

19. www.InterMark.vn
In – App Mobile Marketing
Hi, I’m Socbay iMedia
The most favorited application on mobile
in Vietnam.
• 5.000.000++ downloads (up to 01/2011)
• 1.800.000++ activated accounts
• 75.000 – 95.000 CCU
• 1.400.000++ visits per day
• 13++ services on mobile
© VHT 2011

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In – App Mobile Marketing
© VHT 2011

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In – App Mobile Marketing
© VHT 2011

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Mobile Ad Network – Mobile Web vs Mobile App
© VHT 2011

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Mobile Ad Network – Mobile Web vs Mobile App
© VHT 2011

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Integrated SMS Campaign
© VHT 2011

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Location Based Marketing = In – App Mobile Marketing + Location
Location provides an enhanced user experience
© VHT 2011

26. www.InterMark.vn
Location Based Marketing = In – App Mobile Marketing + Location
© VHT 2011

27. www.InterMark.vn
Location Based Marketing = In – App Mobile Marketing + Location
© VHT 2011

28. www.InterMark.vn
Location Based Marketing = In – App Mobile Marketing + Location
© VHT 2011

29. www.InterMark.vn
Location Based Marketing = In – App Mobile Marketing + Location
© VHT 2011

30. www.InterMark.vn
Location Based Marketing = In – App Mobile Marketing + Location
© VHT 2011

31. www.InterMark.vn
Location Based Marketing = In – App Mobile Marketing + Location
© VHT 2011

32. www.InterMark.vn
Âu Dương Đạt | Chairman | 0908.49.59.11 | dat@vht.com.vn
Company Info : Text VHT to 8051
© VHT 2011