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Business Goal |
| Smart Communications, Inc. (SMART) is the Philippines' leading wireless service provider with 27.1 million subscribers on its GSM network. SMART's business goal was to leverage revenue from Mobile Advertising to increase the value of its mobile services for the subscribers. Increasing the value of services, increases customer satisfaction. This enables SMART's current subscriber base to take advantage of additional offers and even invite new subscribers to activate. |
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Approach |
SMART took a customer centric opt-in approach to launch their Mobile Advertising services. Current subscribers are invited to opt in and receive advertising messages in exchange for bonus services like free SMS, voice minutes, value added services, special event passes and discount coupons. Upon activation of the Smart Ads service the user is sent a welcome message and invitations to receive a limited number of ads per week, rewards are given for every ad received. SMART expects an uptake of between 1-3% of their subscribers opting in for regular mobile ads as well as higher opt ins for tactical advertiser promotions. This high level of participation boosts ad inventory value tremendously. SMART is using the Zad Mobile Advertising Platform (ZMAP) to showcase their inventory to the advertiser community as well as enhance the customer experience with managed campaigns. |
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SMART is choosing messaging and WAP as the first set of services for Mobile Advertising as this reaches the largest percentage of their subscriber base. As the subscriber base begins to take advantage of richer media services, SMART will expand inventory for these services. SMART has plans to create ad-funded prepaid denominations, ad enabled search and location services in the near future. SMART's ad campaigns are creative, leveraging interactive communication with the subscriber which is more effective than 1-way messaging. Rewards programs, sweepstakes and coupons are an effective way to communicate with subscribers while providing them additional value associated with the brand. |
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Results |
SMART's initial launched showed an 4% opt-in rate of subscriber participation in tactical ad programs. This opt-in rate, increases the value of SMART's mobile inventory to the advertising community. Advertising income enables Smart to provide additional value-added services to subscribers increasing customer satisfaction and loyalty as well as increasing the subscriber base. |
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