mobiThinking guide to mobile agencies: Phonevalley

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Phonevalley: in brief

Type of agency: full service.
Founded: 2001.
Acquisitions: none.
Main offices: Paris, France (HQ); New York, Chicago, Los Angeles, Boston, Detroit, USA; London, UK; Madrid, Spain; Milan, Italy; Shanghai, Beijing, China; New Delhi, Mumbai, India.
Employees (in mobile): 150.
Ownership: wholly-owned subsidiary.
Contact details: usa (at) phonevalley.com; europe (at) phonevalley.com; apac (at) phonevalley.com.
Web: phonevalley.com.
Profile submitted by: Alexandre Mars, CEO, Phonevalley; head of mobile, Publicis Groupe.
Profile first published: July 2010.

Phonevalley: in depth

1) Global annual revenue from mobile: unclassified.
2) Is the mobile business profitable? Yes.
3) How is the company funded? Phonevalley is Publicis Groupe’s mobile agency, following acquisition in 2007.
4) Proportion of business related to mobile: 100%.
5) Business split (strategy/creative/technical): n/a.
6) Key mobile activities: n/a.
7) Specialties/expertise: strategy, design, user experience of mobile sites and applications, mobile advertising.
8) Main competitors: There are a number of vertical agencies highly specialized on mobile commerce or mobile apps development that we see more as potential partners than competitors. But there are not really agencies that offer as comprehensive a service as Phonevalley, i.e. from strategy to development and media buying, in all major “mobilized” countries.
9) Type of clients/industries: luxury brands, car manufacturers, fast-moving consumer goods, entertainment, banks and insurance companies.
10) Client base (click brand for case studies): over 100 clients, including Procter & Gamble; Nestlé; Coca-Cola; PUMA and Cartier.
11) Geographical coverage: USA, UK, France, Spain, Italy, Germany, China, India and Russia.
12) Works most closely with (apart from clients): Phonevalley has strategic relationships with all major digital players, including Google, Yahoo!, Microsoft and Vodafone. This helps to prepare the best conditions for our clients to emerge efficiently in the mobile ecosystem.
13) Award-winning campaigns:
a) Phonevalley
OMMA Mobile Agency of the Year 2009 • news.
b) PUMA: F1
MMA Global Awards 2009 (Best mobile display campaign), regional winner APAC.
• To increase PUMA brand awareness in China, Phonevalley (in partnership with Zenith China) developed a mobile Internet site to coincide with the Shanghai Formula 1 Grand Prix, which included an F1 racing game, a gaming bonus system, viral features, store locator, gifts and mobile couponing. • news.
c) Nissan: PROVE-IT
Creativity International Awards 2009 (best social marketing).
The Webby Awards (social networking) nominee.
• The Ski Challenge application provides interactive 3D maps of 45 European ski resorts. Skiers can locate themselves or their friends on the maps. They can share tricks, publish geo-localized photos, videos and events on the application’s 3D maps and Facebook or schedule meetings at the closest mountaintop bar. • video case study.
d) Jaeger-LeCoultre: mobile application
Festival of Media 2009 (Best use of mobile) shortlist.
• The Jaeger-LeCoultre watchmaking application invites users to practice the various stages in creating a luxury watch: assembling a chronograph mechanism, decorating and jewelling a movement, engraving… encouraging people to admire Jaeger-LeCoultre’s most iconic creations through the eyes of an amateur watchmaker. The application has been downloaded over 100,000 times. • video case study.
14) How do you sell mobile to your clients? n/a.
15) What return on investment (ROI) should your clients expect from mobile? n/a.
16) Membership of industry bodies/associations:
Mobile Marketing Association (MMA).
17) What needs to happen to accelerate mobile marketing/Web/services over the next five years? Marketers need to come back to the fundamental issue: for mobile exposure, they need a mobile site. As soon as brands have largely adopted and secured their mobile sites, then the mobile landscape will radically change and mobile opportunities will explode for the best of consumers and marketers alike.
18) In 2015, mobile will be… not be a topic anymore: everything will be “mobillized”!

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