Serve the Underserved
GLOBAL ENTERPRISES - LOCAL BUSINESSES - CONSUMERS
Empower consumers with communications and drive
sustainable economic development with medium and small businesses
Powered by
06 - 20 - 2012
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
Introduction: What is Soli?
A multi-device, loyalty and marketing platform for Coca-Cola that work with
small businesses
Global brands drive sales via loyalty networks of small businesses and consumers
Brands offer relevant inducements to enroll and content for ongoing engagement
Small businesses receive a free, multi-brand loyalty program with sponsored offers
Consumers redeem offers for discounts, free airtime, content or social services
Operators drive incremental revenues with existing network infrastructure
Soli operates in over 140 markets, has one patent approved and two pending
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
2
Market Opportunity
Emerging markets and small businesses represent the largest opportunity for
incremental retail growth
“ITU is committed to connecting all the world’s people”
Many of the world’s people cannot afford to communicate freely
Soli leverages ITCs to enable development via communications and commerce
Soli works with world leading brands to enable sustainable economic
development in emerging markets via medium and small businesses
Soli’s model subsidizes consumer cost of communications, social services and
provides digital literacy through training
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
3
Global Retail Market
Emerging markets represent the largest incremental retail growth opportunity
Emerging Markets
$2.5T USD
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
4
Consumer Communications
Most consumers in emerging markets do not have Internet access
A global solution must support Non-Internet and Internet users
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
5
Global Grocery Market
Medium and small businesses dominate market share in emerging markets
Medium and small businesses also represent a major share of advanced markets
Penetration of Traditional Trade
Percentage
of grocery
sales
via 2010
traditional trade 2010
Percent
grocery sales
via modern
trade,
98%
100%
90%
88%
78%
80
70%
59%
60
52%
52%
40
32%
29%
19%
20
16%
0
India
Vietnam
Indonesia Philippines
China
Turkey
Brazil
Russia
Nascent/taking-off
Consolidating
Primarily fragmented retail: individually owned
single-store entities with low channel specialization
Significant share of organized
trade; greater corporatization,
mainly by general merchandisers
US
UK
Germany
France
Mature
Dominant share of organized trade;
very high specialization by channel,
category and format
Sources: Euromonitor; IMF and National Statistics Office; UN; Bain experts
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
6
Medium and Small Business Channels
Small and medium points of sales are a major opportunity for ITU development
General Stores
Restaurants
Grocery Stores
Market Stalls
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
7
Soli Opportunity
WHAT IS SOLI? AND CASE STUDIES
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
Market Demand
Soli has established partnerships with some world leading brands and agencies
Brands can promote non-competitive adjacent marketing partners to add value
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
9
Global Market Demand
Local markets have implemented Soli as a global standard
Brands include: Coke and Hershey’s with L’Oreal, ExxonMobil and InBev in process
Live (including Olympics)
Active Demand
Micro-Loyalty Demand
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
10
Case Study: Coca-Cola Mexico
Soli enables consumers earn Coke sponsored rewards from neighborhood shops
Business to Business to Consumer Loyalty
1. Activation: Shopkeepers register their store,
receive their user name and display in-store
notices to inform consumers
2. Engagement: Consumers register with the
shop and shopkeeper selects which offers they
promote to registered shoppers
3. Transaction: Shoppers choose their offers
upon check-in and validate purchases at checkout
Registration Pilot Results (3 Months):
Shopkeepers: 85% of shopkeepers register
Shoppers: Avg. 50 registered shoppers per shop
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
11
Case Study: Coca-Cola Mexico
Awareness is generated with traditional collateral
Shopper Engagement
Retailer Engagement
Deliverables
✓ Hangers
✓ Flyers and posters
✓ Fridge stickers
✓ Shopper website
Deliverables
✓ Promotion Plan
✓ Shop onboarding plan
✓ Call to action and triggers
✓ Website
✓ Sales force manual incl.
annual promo plan
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
12
Case Study: Coca-Cola Australia
Soli enables consumers to earn rewards by integrating Coca-Cola’s website with SMS
Business to Consumer Loyalty
1. Activation: Consumers sign up with
Coca-Cola
2. Engagement: Consumers receive an offer
from Coca-Cola and go to their local store
to purchase
3. Transaction: Consumers purchase
products and enter in-pack codes to earn
rewards
!."'
)
H+(()$I#(4I:5))
6#
&8)&84#/:4)!%/8(
(@(#7)4&7G
!"#$%&'() &) *+,-.) /#) 0,,-.) 1$/$&2$/.&3) !#/4"$5) 6/#) 7/"#) $%&8$() 5/) 9:8) ;) /6) <)
-/5/#/.&)6.:!/"5=)!%/8()!&$>&?(')(@(#7)4&7A)6:84)7/"#)"8:B"()$/4()/8)5%()C&$>)/6)
.&C(.')&84)'-')5/);DE);DE)/#)(85(#)/8.:8()F)$/>("8.(&'%(4A$/-A&"
/66(#)&@&:.&C.()/8)$/$&2$/.&J)$/>()K(#/)&84)4:(5)$/>(
Simply visit www.cokeunleashed.com.au and enter the unique code online, or submit the unique code via SMS to 195195* (Max. SMS cost 25c per msg. Help desk: 1800 006 552). *You must register for the ‘Coke Unleashed’ program to enter this ‘Coke Unleashed’ instant
win competition. If you haven’t registered & you send a unique code by SMS, you have 72 hrs to register at the website, otherwise the unique code will be invalidated & you will not be entered into competition. SMS entrants require a mobile with premium SMS access. U18s
need parent/guardian consent, or if entering by SMS the bill payer’s. Conditions for the program & competition apply: see the website. Open to eligible Aust. residents 13+. Competition starts: 1/11/10. Ends: 24hrs 31/01/11. Sydney time applies. Limit 10 entries per week.
9L[HPU\UPX\LJVKLZMVYHSSLU[YPLZ7YPaL!46;6963(-3076<;^P[O46;6)3<9OHUKZL[YYW HWYLWHPK=VKHMVULJYLKP[WYPaLZWLYKH`PU[V[HS>PUULYZW\ISPZOLK!HSSVUSPUL"=0*:(PU;OL(\Z[YHSPHU7YVTV[LYPZ*VJH*VSH:V\[O7HJPÄJ
Pty Ltd (ABN 50 003 029 794) L9, 40 Mount St., Nth. Sydney 2060. (INSERT PERMIT NUMBERS)
‘Coca-Cola’, ‘Coke Zero’, ‘Diet Coke’, the Contour Bottle, the Dynamic Ribbon device, the Grip & Go bottle and ‘Coke Unleashed’ are trademarks of the Coca-Cola Company.
Results (17 months):
Unique Users: 522,922 to date
Sales: 4,483,450 units to date
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
13
Case Study: Coca-Cola 2012 Olympics
Soli powers Coca-Cola branded product, sports or music content preferences
Business to Consumer Engagement
1. Activation: Global consumers register with the
Coca-Cola campaign via SMS, App or Home Page
2. Engagement: Consumers choose to receive
offers, sports or music content
3. Transaction: Consumers receive content
optimized according to their device
Campaign Markets:
Canada
• United States
• Mexico
• Colombia
• India
• Russia
• China
• South Africa
•
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
14
Our Platform
GLOBAL ENTERPRISES - LOCAL BUSINESSES - CONSUMERS
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
How Soli Works
Leverage existing media and distribution systems to activate networks of small
business and consumers that emulate the scale of modern, mass retail
Brands add a simple call to action to their media and merchandising collateral
Distributors register business owners to activate the small business network
Small businesses promote consumer loyalty via personalized in-store media
Loyalty adds value to small business’ trust and convenience advantages
Consumers accumulate value with ongoing engagement and transactions
Brands build proprietary audiences that are managed by existing agencies
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
16
Platform Overview
Established and proven turn-key platform
Brand
Campaign
Creation
Brand
Reporting
Analytics
Cloud Based User Interface
✓ 20+ campaigns
Mobile
Operators
executed globally
Local Business ✓ Pre-integrated with
Coca-Cola systems
Campaign
Management
Loyalty Points
System
Rewards
Management
End User
Preferences
Carrier
Gateway
✓ Passed Coca-Cola
Social
Media
security scan
✓ Compliant with MMA
Guidelines
✓ Compliant with
Apps
Coca-Cola Marketing
Requirements
✓ Global reporting for
Server Management, Connection and Security
campaign results
comparison
Websites
Consumer
IM
Brand Analytics
Brand Loyalty
Brand CRM
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
17
Loyalty Program Overview
Unique loyalty ecosystem developed for easy integration
Brand
Campaign
Creation
Brand
Offers &
Rewards
Campaign
Messaging
Offers &
Rewards Mgmt
Customer
Opt-in
List
Alert
Scheduling
Offer &
Rewards
Selection
Offer
Redemption
✓ Previous executions
in the US and Mexico
✓ Average 50 unique
Local Business
registered shoppers
per shop
✓ Real-time
Store
Preferences
Offer
Opt-in
performance
feedback
Offer
Redemption
Network
Operators
Consumer
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
18
User Experiences
GLOBAL ENTERPRISES - LOCAL BUSINESSES - CONSUMERS
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
Enterprise Interfaces
Global brands underpin multi-modal campaigns with consumer loyalty
Brands use simple web-based tools to manage content, offers and analytics
Global Campaign
Management
Multimedia
Management
Real-Time Analytics
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
20
Small Business Interfaces
Businesses use SMS and web-based tools to register and manage their shop
Business owners personalize sponsored offers and rewards for local relevance
From: 23421
MyCoke Shop ID: 003
Reply: “ID” to change
shop ID. “CLUB” for
total users, “TOP” for
top 5 loyal users,
“OFFERS” for offers
of the week, “REW”
for rewards
SMS
Smart phone
Web
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
21
Consumer Interfaces
Multi-device compatibility optimizes brand experiences across markets
Consumers easily manage branded content, offers, social referrals and rewards
From: 23421
Congratulations, you
have joined MyCoke
and linked to shop
003. Reply “MENU” to
see content options,
“BAL” to get points
history, “PTS” for
rewards or “OUT” to
quit
SMS
Smart phone
Web
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
22
Soli Global Rewards
Consumers and local businesses accumulate value across brand campaigns
Brand Points
Content
Airtime
Social Services
Mock-up of Soli Channel plug-in with Messenger and media player
Private & Confidential, Growth & Emerging Markets, LLC 2012
Wednesday, June 20, 2012
23