 We're moving on to our partner presentation Deterministic telecom data in mobile advertising changes Everything mr. Oliver Kanda's director marketing and market building Mosio is going to be taking us through his 15-minute presentation Oliver all yours So what would you say is the most powerful of reality that we as humans have? Is it touching? No, because you can get a touch of something, but you will never fully grasp it right is it hearing No Because we can have voices in our head and I certainly have them a lot and I know from experience that they are not always right So is it tasting? No But trust me for a minute I was fooled because when I first came to India and I tasted the curry I saw I thought that was the single truth in the world But it's actually none of those It's seeing This is Why everything is about eyeballs Because as you know you will only truly believe something if you have seen it with your own eyes So the video you've just seen we took that today Me and a colleague we went out to the streets of Mumbai and we filmed some people And it wouldn't have been possible without seeing if we would have blindfolded them They would have never trusted us to take a video of them and agree that we would show it tonight in an award gala So what about the eyeballs where are everyone's eyeballs in India? So obviously there's a lot of eyeballs running around through India all day And we know that people are listening to the radio. They are going to the cinema But the most striking thing and I'm always amazed by the statistic is that people today are on desktop and TV as Much already and in the future even more on Mobile So that's an amazing fact and I have another one for you. So today we have 200 million smartphones in this country By 2020 that's three years and a little bit less until we reach that It will be 690 million So that's incredible So as you can imagine the global mobile advertising market is developing in a similar direction right right now We have a hundred billion dollars being spent in mobile by 2020. It will be 200 So in India this will be an even faster and more rapid and crazy development Why because right now the basis of mobile we have is so small I mean this is mostly the US and there's not going to be so many more smartphones in the US But in India there will be so it will be a big multiple of what we are seeing today So you also have to know that while in India most media categories are still fasty growing in the whole world Most of them are stagnating despite one and that's mobile So every nine out of ten new ad dollars Are coming from mobile But you guessed it there's a problem with mobile and that problem is that in this entire big market space today 65% of the entire advertising spend is owned by Facebook and Google that means that 35% they are still a black box that means that 35% have to be shared by every single publisher times of India every SSP every ad exchange every DSP all those hundreds of players in the market So what's wrong here because people are spending 74 percent of their time outside of Google and Facebook So there's one single thing and a few others obviously we've talked about content We are talking about viewability. There's a lot of other topics as well But one one single thing that makes the whole difference that Facebook and Google have But that's not available in this other black box. That's currently 35% of the mobile market and That's great data at scale data in mobile is lacking Why is it lacking a little when we have so much data on the desktop? Because on the desktop we have the delicious cookie we place it everywhere every one of us is eating cookies all day whenever we are But in mobile it doesn't exist in that way We have no way to trace users on the mobile phone such as on the desktop that means We have to deal with the few crumbs of data that we have and that's a shame So like any story of a company This story starts within the head of someone so six years ago this story Connected to the personal life story of our founder the founder of zeotep. I'll come to Muzio later This is Daniel So Daniel was working at Vodafone in Germany and he was working for the executive board and they told him hey Daniel We have five thousand retail locations in Germany that can't be good Please help us to figure out which ones of those We should close and put up somewhere else and where we have gaps and where we are cannibalizing ourselves and he said well Yeah, I'm an entrepreneur. I'll figure it out and they said well We've got a little gift for you And whenever I think about the moment where Daniel for the first time opened that big treasure chest of telecom data I imagine a small boy opening a big giant box of those funds and kind of seeing the potential of what could happen If he was able to put all of these Lego stones together So in that very moment he had access to the data He knew that he had to make it accessible also to other industries because of course It's very powerful for any kind of decision-making But six years ago the time wasn't ripe So Daniel moved on and he found himself in Berlin in the advertising ecosystem with uplift in Berlin which you might know also from India and Then three years later he realized this crazy imbalance in mobile that Google and Facebook have such a big share and he Connected the two points. He thought wow. We need data. I know where to get it and Despite everyone telling him that it's impossible to make a contract with a telco operator Because obviously they are big organizations. It takes a long time. He went out and he was unstoppable and Most of all he knew the one thing he had to solve because obviously telco operators Want to get one thing right? They want their data to be secure and they want to treat privacy with care They don't want to hurt their subscribers So what we at zeotep did and I was with the company from the very beginning So we spent one and a half years building a technology that became best in class in global privacy management Anonymizing data and making it accessible easily to the advertising ecosystem and Secondly developing a system that retains the value of the data and makes it impossible to steal it So we even went as far as building a privacy council globally with 20 people in the board One of whom is an Kevukian from Canada She is the inventor of the privacy by design principle a lot of former VPs from telcos for regulatory and a lot of current VPs we also took an us telco operator and together we hacked our own technology With the whitehead hacking firm as a referee until we had closed the last holes and The moment we had finished the technology telco operators started signing our contracts and did what they had never done before So as of today two and a half years later We have two hundred million deterministic telco data profiles in the world in Europe in Spain and Italy in the US, which is the biggest mobile market in Canada and I'm particularly proud because I know the potential of this market and how fast it's going to develop and you all know it in India So when we came to India We were looking for a perfect partner Someone who knows the mobile ecosystem Really well a mobile specialist But also someone who might have already had contact with the telcos and know how they take and know what their data can do And we found that partner and we found the partner in Moge and You all know Sandeep Moge is driving a crazy amount of campaigns every month with a lot of clients and is doing mobile for a long time and I think even in this case it also started way before Moge was founded and in Denso and all the other projects that you had before and We together founded a joint venture Moseo So Moseo is the first and also the only company in India that has deterministic telecom data at scale So today I'm very proud to announce and I think also some of our partners in the room that tonight. We are going live With Vodafone We are also going live with air cell and Until end of this year. We have two more operators in the pipeline who will be going live until then which in India alone Will give us access to more than half the smartphone population Namely 104 million data profiles So I'm sure you want to know what we can do with the data. So what data do we have? What are we talking about? first of all We have ARPU data that means we know how much every subscriber is spending per month on their telco contract all Anonymized all of these data attributes, right? So obviously someone who spends ten dollars per month on their mobile contract Probably has a lower income than someone who spends fifty or a hundred dollars And it's so useful because it's a great proxy for income and premium brands can only target those people who have a high income and of course There's also many products that are targeted the people who you know have to be able to afford them and who are mass products number one number two Device data So I know and you all know that in mobile advertising we can know from the ad impression What current device someone is using iPhone 6 Samsung 7? Blackberry whatever But we know more than that because we know the history of the mobile phone someone has owned obviously So we know if someone has just transitioned from an iPhone 4 to an iPhone 5 to an iPhone 6 They are obviously loyal iPhone users right or they have gone from a blackberry to a Samsung to iPhone So they might not be so loyal So if you are working with or for a mobile producer Makes a lot of sense to use that data and more than that we also know when they change So if someone is an early adapter, they might have gotten the newest iPhone right away And they have changed phones every nine ten months and other people might have changed after 18 So we can tell you from the history When is the best possible time to target a user for a new phone or any accessories or Products you think might go well with that buying cycle Thirdly We have location data now again You can get location from the mobile ad impression, right? But what many people don't know it's the data from the cell towers and the cell towers are built in a way That they redistribute the traffic load Onto all cell towers in the region that means that if in Mumbai if all of you are right now tweeting to the conference and a Lot of other people are on calls you might be registered somewhere outside of Mumbai because your phone is automatically using that cell tower So we have much more precise information and we know the home location of the user and we also know the work location So if you want to target them at work during work times You can do that if you're a retailer who wants them to come to you in the morning before work You can do that because you know their home location and you know their work location Fourthly and this is also location data. We know about roaming So we don't only know who is a frequent traveler who's an international traveler and who is a local traveler traveler in India Switch your phone from the plane mode on again We know that you just switched your phone on and that you are just currently roaming in Mumbai or in Delhi or wherever you are So that means the moment you are opening your phone again And I learned today that 70% of people are not booking a return flight right now that means that 70% of people are coming to the city to any city really and They might still need a hotel They might still need to book their flight back and they might certainly still need additional services like Uber or Ola You name it The fifth data point is Browsing behavior so we know a lot about interests you can imagine You're browsing your apps. We know what apps you have it all gets anonymized But we are creating clusters of people who like certain things right who likes golf who likes ballet who likes the opera Whatever and the last one is We have deterministic demographic data. What's special about this is that It's from the contract right because we enter our birth date when we sign up for the telco operator And we also enter our gender So the other data that is currently out in the market usually is not that precise But usually it's built from panels and the panels are extrapolated. So it's probabilistic We are calculating a probability But a premium brand that's targeting women do not want to undergo that risk and we can increase the efficiency By using this deterministic data So what can we do with it? We have done through this mobile targeting This is a revolution in mobile because currently we have not been able to do it. I've brought you a quick example from Spain So obviously when Mercedes was entering Spain with the new e-class They wanted to typically reach man because there's still more common power changes soon They wanted to reach man above four years and they also obviously wanted to reach man with a high income So we could make that possible with the data and the result spoke for itself So compared to any other campaign they had driven we had 230% more click-through rate on this one and there's a lot more examples the second thing we can do is Audience verification and mobile strategy because now I imagine without data if you're driving a mobile campaign Who can possibly tell you who you have reached who can possibly tell you who has clicked If we're driving a campaign together We will give you a report that will say you have reached so and so many women age between 25 and 45 in the Mumbai area and Those are the people who actually clicked it So right now if you get a report even if there's demographic data inside of it It cannot possibly be that precise So if you base decisions based on that and you develop your mobile strategy based on the current status You might make wrong decisions because the database is not there and we are changing this So all in all this is the reason why we are so happy to bring this data to all of you Because it truly in mobile changes everything think about programmatic programmatic cannot live without data in a lot of Countries publishers have gone and they've just given a little bit of inventory into programmatic the rest of the inventory Why because programmatic is built to match inventory with data to give you an audience So this is how we can change and drive the market together And now I'm really excited to get Part of the team who is here today up to the stage to introduce them to you So, please give a warm welcome to the chairman of Mogi and Moseo Sandeep Goyal To our director of sales Cedar To our head of product for Moseo mirage whom you might also know from Mogi To Tabriz who is our executive vice president To my fellow colleagues from Zeotab Nikunj who is heading the telco product from our side and Vishal who has been Indispensable in acquiring the telco data. Thank you. Thank you ladies and gentlemen. This is the team Moseo Could we hear it out loud for them? Thank you Oliver Candice for taking us through the presentation and all the very best for the future Moving on to our partner abys, please and immediately we roll into the awards What we all are waiting for continue to tweet about tonight using hashtag the maddies that is hashtag the maddies Could we have the partner abys, please?