1 / 19

Free Directory Assistance: A New, Exciting Media Channel

Free Directory Assistance: A New, Exciting Media Channel. Lyn Chitow Oakes Senior Vice President, Marketing Jingle Networks. State of DA Market Today. $7.4B market in 2006, growing to $11.4B in 2010 (Pierz Group) 6.5B calls made to 411 each year

merton
Download Presentation

Free Directory Assistance: A New, Exciting Media Channel

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Free Directory Assistance: A New, Exciting Media Channel Lyn Chitow Oakes Senior Vice President, MarketingJingle Networks

  2. State of DA Market Today • $7.4B market in 2006, growing to $11.4B in 2010 (Pierz Group) • 6.5B calls made to 411 each year • Carriers continue to increase cost of DA; average nearly $2 per call • Major U.S. carrier testing free DA • De-regulation sought by telecom companies as alternatives crop up Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  3. What is FREE 411? • FREE411 monetizes the 411 call in the same way that Google and Yahoo! monetize paid Internet search • For consumers: a FREE alternative to costly 411 • Preferred by 74% of consumers • 3% market share in less than a year • For advertisers: a unique new media channel that delivers a captive, engaging, and targeted audience in a clutter-free environment • Highly targetable – location, consumer request, carrier, etc. • Ad response rates 2-4x other DR media • FREE411 is about consumers, it’s not about telecommunications • Success requires a very large audience and lots of advertisers : both National and Local • It’s the first step toward truly voice search Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  4. What do you dislike about 411? Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  5. Limit 411 Use Because of Cost? 74% yes Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  6. “411 Should be Free” Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  7. 74% yes Prefer to use a “FREE411” with Ads rather than Paid 411? Source: Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  8. 88% yes Would you use FREE411 More? Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  9. 1-800-FREE411 Calls Continue to Grow Millions of Calls Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  10. Benefits of FREE411 • Fills a market void, addresses a consumer need • Expands industry - more people making more 411 calls • Easier for customers to connect with advertisers • Supports de-regulation by giving everyone choice

  11. A 411 Call is a Proxy for Something Else • A consumer request for a phone number is a prelude to: • A call to find out the hours a business is open • A call to find out if something is in stock • A call to make a reservation • A call to make a purchase • All of these represent a consumer’s willingness and intent to spend money. This is an advertiser’s dream. Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE Source: Google, Yahoo!, Pierz Group, Kelsey

  12. What Paid Search Tells Us • Direct Marketing is Math: Businesses will pay for clicks as long as there is a ROI as measured in new customer acquisitions • Lawyer ($5.00-$100.00) • Mortgage ($5.00-$30.00) • Travel ($2.50-$7.50) • Auto Glass Repair ($3.00-$5.00) • If a business is willing to pay this much to find a consumer, why are consumers paying to find businesses? Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE Source: Google, Yahoo!, Pierz Group, Kelsey

  13. FREE 411 - ECONOMICS 101 • Traditional advertising is sold on a cost per thousand impressions (CPM) basis • Radio is typically $20-$30 CPM ($0.02 - $0.03) • Our “Switch Pitch” ads are typically sold on a “per connected call” basis • Depending on the category, success happens 1-5% of the time • Lots of calls can’t be monetized—broad and deep • Good Revenue per call is about $0.20 • Great would be anything north of $0.30 • The costs to handle the call have an important impact on the overall profitability of an ad supported network. Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  14. How Does it Work? Nuance Live Operator Caller dials 800-FREE411 Caller requests number Sponsor Message Targeted ad served to caller Hold for number Press 2 to connect to advertiser Number returned to caller Press 3 For SMS SMS or text message to caller w/ad Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  15. The Role of Speech Recognition • Great strides in the past several years • Enables 1-800-FREE411 to deliver an ad supported solution • Willing to challenge a couple of times • 50% of calls never touch a live operator • Major reduction in costs • Better recognition • Background noise filters • Consumer familiarity and use

  16. Speech Recognition Needs • Opportunity for further improvement • Accents • Natural Language Search “I need a plumber” • Better cellphone recognition • Solutions for more and better location granularity • Can do better than live operator in a shorter period of time through software • Full speech recognition call flow—say rather than press 2

  17. Jingle Key Milestones • Jan 2007: • Frost & Sullivan’s North American Growth & Strategy Award; • Hit 500+ advertisers (McDonalds, Absolut, 1-800-Mattress, 1-800 CONTACTS, Discount Tire, ID Media, Ingenio, OMD, Roto Rooter, Aegan Insurance, The South Beach Diet, Vonage and Zagat Survey) • Nov 2006: Serviced 100 Millionth Calls • Oct 2006: • Series C Financing with Goldman Sachs & Hearst as Lead investors • Saves Americans over $130M • Sept 2006: Launched SMS Text Messaging Capability • August 2006: Partner with Metro One • July 2006: AlwaysOn AO100 Private Company Award • May 2006: Partner with Broadwing Communications • April 2006: Partner with Nuance • September 2005: Launched 1-800-FREE411 Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  18. Summary • 1-800-FREE 411 fills a need and creates opportunity for consumers as well as advertisers • Cannibalization of existing services, but 1-800-FREE 411 is driving new usage • Consumers have voted --industry players need to devise strategies to co-exist and benefit • Speech Recognition partners are benefiting from new usage but need to continue to innovate • 1-800-FREE411 will continue to leverage speech recognition as a key component to delivering a strong caller experience. Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

  19. Q&A • lyn@free411.com • 650.617.6553 Jingle Networks, Inc. Confidential - DO NOT DISTRIBUTE

More Related