LUCKY MOBILE ADS
Muhammad Usman Haider
Agenda
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Motivation
Caution! On Mobile Ads
Value Chain
Ad Sponsored Services
Lucky Ads Description
Call Flows
Lucky Ads Flexibility
Lucky Ads Components
Advertiser’s Perspective
User’s Perspective
Carrier’s Perspective
Questions
Motivation – Why Mobile Ads
Success of Internet Advertisements
 In 2006 , $871m spent on mobile ads
compared with $24 billion spent on
internet advertising
 Annual expenditure on mobile ads will
reach $11.4 billion by 2011
 Mobile Ads  The next BIG thing
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Caution!! On Mobile Ads
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Mobile Ads may
invoke negative
reaction from the
subscribers
Handset – supposed
to be personal device
Mobile Ads certainly
thought to be spam
as for today
Mobile Ads - Value Chain
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If somehow Subscriber is  with ads on mobile
devices  All others are
Ad Sponsored Services -- Give
Something To Users If They View Your Ads
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BLYK (UK)
Claim to be the world's
first advertising-supported
phone company
3,000 subscribers joining
per week
Blyk to be generating
GBP7-9 (US$14-18) per
subscriber per month in
advertising revenues.
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Sugar Mama by Virgin
Mobile (US)
About 1,000 subscribers
have signed up for the
program each day
# of current subscribers :
590,000
# of minutes earned :
20,000,000
Lucky Mobile Ads : WIN-WIN
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Targeted Mobile Ads
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Mobile Ads
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Lucky Ads- Description
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Subscribers randomly and luckily begin to receive
lucky messages from the Lucky-Mobile-Ad application
after disconnecting a routine call.
The lucky message announces along with the ad
message that the last call/session ‘can be’ sponsored by
XYZ sponsor.
This Conditional luck message is accompanied by a
picture and a question about it.
Subscriber can chose to respond from the available
choices within the allocated time.
As the subscriber responds to the question, the lucky
application confirms the luck.
Lucky Ads Basic Flow
2. Conditional Luck With Question
1. End of Call/Session Message
LUCKY AD APPLICATION
3. Response From Subscriber
4. Luck Confirmation
Lucky Ads Model/Flexibility
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A subscriber doesn’t know when, how, where
she will be experiencing LUCK
Ads come only when they accompany FREE
air-time or other Lucky incentives
Promised Luck can be anything and not just free
air-time ( e.g. rebate coupons, free lunch etc.)
Luck can be applied on anything and not just on
voice calls (any charged application/session)
Lucky Ads Flexibility
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User can customize luck sponsor categories, timings e.g.,
(weekends/ nights /lunch time) etc.
User can join/quit enable/disable lucky ads any time.
The frequency and relevance of ads varies with each user and
initially the frequency is set to minimum threshold.
increases only with the behavior, profile and feedback of the
subscriber towards the maximum threshold.
Subscribers are encouraged to increase their chances of hunting
luck by luck enhancement factors like
- Replying to advertisement.
- Choosing diversified luck sponsors.
Luck Sponsor’s profile provides advertisers also the options to
customize the sponsorship e.g., target audience by
gender/age/interests etc.
Lucky Ads Components
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Lucky AD Application Server
The main components of the application
server include:
I)
Luck Logic module.
II)
Advertisement Relevance module.
III) Luck/Response History Maintenance.
IV) Billing Information module.
V) Subscriber’s Interaction module.
Lucky Ads Components contd..
Subscriber’s Wanna-be-lucky profile
 Luck-Sponsor profile
 Luck Bags
 Luck History
 Response History
 Billing Call Data Records
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Subscriber’s
lucky profiles
database
Luck sponsor ‘s
profiles
database
Luck Application Decision
Luck Call Data
Records for
billing
Subscriber’s
Luck history
database
Subscriber’s
Response
history
database
Components involved in Luck Decision Process
Lucky Application Flow Chart
Advertiser’s Perspective
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Marketers hail the mobile phone as advertising's
promised land
Assurance of Ads being heard by desired audience
Making prospective customer passively wait for our Ads
Competition among the advertisers
Highly Targeted Ads by
-- Co-relating advertiser and user profiles
Two way Dialogue with user can be used for
facts sharing, survey, publicity, marketing, market
research, quiz, discounts, voting games and lot many
other options.
User’s Perspective
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Everybody loves ‘for-free’ and desires to be
lucky.
Ads only from favorite luck-sponsor
categories of the user
See, how many free calls I get today.
How can I get more and more lucky
incentives?
The more I respond to ads, the more, lucky I
am.
Carrier’s Perspective
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Lucky calls sponsored by Advertisers
Additional source of revenue
Customer retention
Attracting new customer base in pre-paid
circle
Increased network utilization
Help introduce new (expensive applications)
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Assurance Of Ad Being Heard
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