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StarStar Codes – the Next WWW MiniMonday Presentation August 23, 2010 Dov Cohn VP, Marketing Zoove [email protected] • StarStar Codes act as intelligent phone numbers, instantly connecting consumers to a brand’s offers and promotions via their mobile phone. They combine the familiarity of a toll free number, power of a web address and mobile access of a short code in one easy to use, easy to remember number (Example only - Code not currently live) Marketers Moving to Performance 3 Google tried/failed with print performance 4 StarStar Makes Offline Media Interactive Text Print Media Radio Web Multimedi a Outdoor Apps Voice Television 1. See the advertisement 2. Dial the **CODE 3. Engage the consumer 5 Zoove: Mobile Direct Response • Connect Offline to Online via Mobile – ROI/Performance based CPC • Leverages the simplicity of dialing – Intuitive consumer call to action • Customers: Agencies & Brands • ADC’s: Abbreviated Dial Codes – ** and 2-12 digits, vanity codes – New Namespace: Sell **codes • Not a voice call – Sends an SMS or WAP URL back – Links to richer interaction on mobile 6 Market Opportunity: Bring Mobile Marketing Mainstream • • • $232 bb US Ad spend in 2008 $24.6 online ~$806 MM mobile (0.34%) Zoove provides the keys (Solution, Expertise, Relationships) to finally bring Mobile Marketing to the mainstream advertisers Zoove solves Marketer challenges to revenue : – – – – Uniform & cross-carrier availability provides ubiquity and ease of use Brands don’t need to “know mobile”; No Subject Matter Expertise barrier to entry Integrated solution provides ease of management & tracking Holistic approach provides for scalable economics ; Existing solutions not cost effective Zoove Proprietary & Confidential 7 StarStar Codes • Are an effective mobile direct response mechanism in ANY form of advertising – print, radio, TV, outdoor, direct mail • Are brandable (Vanity) and available in any length from 2-12 digits • Can respond with an app, coupon, promo code, text, mobile web page, picture or video, or a call to a call center or IVR • Are dialed like an ordinary phone number and require no new knowledge or software on the phone • Are up and running is as few as 10 business days Bus Shelter to Mobile Coupon • Engage consumers wherever and whenever they interact with your brand • Extend your brand to mobile devices • Drive business to retail or web site Demonstration code only Billboard to Mobile Video • Create spontaneous engagements with consumers • Encourage daily interaction with your brand • Leverage pre-roll and post-roll advertising Demonstration code only Mobile Web Lead Capture • Target customers beyond the web • Extend brand campaigns via TV or print • Capture consumer interest via mobile web lead form Demonstration code only Billboard to App Download • Target consumers via outdoor advertising • Memorable, branded call-toaction • Drive smart phone application use Demonstration code only Radio to Mobile Coupon • Reach consumers in their vehicles • Call-to-action is memorable • Drive business beyond radio engagement Demonstration code only StarStar Call-to-Action in Action Ads published in the USA Today in Spring 2010 Previous Ad Mobile Dial Code Enabled 14 Mobile Direct Response Platform Comparison StarStar Codes Text Short Codes QR Codes Any mobile phone ✔ ✔ No add’l software req. ✔ ✔ Easy to set up for brand ✔ Easy to use for consumer ✔ Variable length namespace ✔ Text Response ✔ Voice Response ✔ ✔ Multimedia Response ✔ ✔ Vanity addresses still avail. ✔ ✔ Free to user ✔ ✔ Web 800 # ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Key Benefits of StarStar Codes Effective Extensible Ubiquitous Simple To Use Easy to Manage Brandable Measureable Cost effective Makes any ad interactive Leverages existing campaigns and spend One Code, Any phone, Any ad All major US Carriers; 90% of US subs. Any phone, Simply Dial No SMS, No special knowledge or software Zoove is one stop, self-service portal Fast time to market – 10 business days Background The National StarStar Code Registry • National StarStar Code Registry Launched in June 2010 • Single source for cross-carrier mobile dial codes Brands Registry www.zoove.com Zoove: One Stop Shop M A R K E T E R S • Code Registry and leasing • Code setup and carrier provisioning • Campaign management dashboard • Online analytics • Partnerships with all major US Carriers for rapid program review and approval C O N S U M E R S 20 Code Provisioning Process StarStar Program Time To Revenue : 10-12 days Certification Code Setup 1 d. 1-2 weeks 1 d. Campaign Approval # (Manual) Dial Code Program Time To Revenue : 7-8 weeks Certification Code Setup 6-8 weeks 1 week 1 d. Campaign Approval SMS Program Time To Revenue : 10-24 weeks Campaign Approval Code Setup 6 weeks 2-8weeks Certification 2-8weeks