All you ever wanted to know about Modem Media. Poppe Tyson, Inc. (MMPT)
IPO INFORMATION
(Courtesey of:IPO Maven/Central)
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Company website:http://www.modemmedia.com
Date went public: February 5, 1999
Filing date: November 27, 1998
Nasdaq: MMPT
Proposed offer price:
$13.00 to $15.00
Actual offer price: $16.00
Shares offered (mil.): 2.6
Offering amount (mil.): $42.0
Post-offering shares (mil.): 5.0238
Underwriters:
BancBoston Robertson Stephens; Nationsbanc Montogomery Securities LLC; Bear, Stearns & Co. Inc.
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228 Saugatuck Avenue
Westport,
CT 06880
(203) 341-5200
(203) 341-5260www.modemmedia.com
Officers:
Gerald M. O'Connell, Director/CEO
Steven C. Roberts, CFO
Robert C. Allen II, Pres./Director
Products:
Public relations, interactive marketing and direct mail services
Employees: 400
Outstanding Shares: 5,945,920 Class B
IPO Date: 2/5/99
Major Stock Holders (Prior To Offering)
Name
Common Stock Class A Class B Class L ADS
True North Communications Inc. 5,945,920 NA NA
Gerald M. O'Connell 1,127,551 NA NA
Douglas C. Ahlers 1,127,552 NA NA
Business Environment
The Internet is dramatically affecting the methods by which consumers and businesses are evaluating and buying goods and services, and by which businesses are providing customer service. The Internet provides online merchants with the ability to reach a global audience and to operate with minimal infrastructure, reduced overhead and greater economies of scale, while providing consumers with a broad selection, increased pricing power and unparalleled convenience. As a result, the volume of business transacted on the Internet is growing. IDC estimates that business to consumer commerce on the Internet will grow from approximately $5 billion in 1997 to approximately $95 billion in 2002 and business to business commerce on the Internet will grow from approximately $7 billion in 1997 to approximately $331 billion in 2002. The Internet is an important medium for advertisers due to its interactive nature, global reach and rapidly growing audience, as well as the expected increase in online commerce. Unlike advertising on traditional mass media, the Internet gives marketers the potential to target advertisements to broad audiences or to selected groups of users with specific interests and characteristics. These features enable the development and delivery of customized and targeted marketing programs and communications services that incorporate digital data and advanced interactive features to inform, engage, entertain and facilitate commerce with the target audience. The Internet also allows advertisers and direct marketers to measure the effectiveness and response rates of advertisements and to track the demographic characteristics of Internet users in real time. The interactive nature of the Internet enables marketers to better understand potential customers, and to change messages rapidly and cost effectively in response to customer interests and behavior.
Company Strategy
The Company has been a provider of digital interactive marketing solutions since 1987. By developing marketing programs that incorporate advanced communication technologies, the Company enables its clients to establish, retain and manage customer relationships.
Product/Services Portfolio
Marketing programs offered by the Company include the design and implementation of electronic business programs that enable its clients to support and leverage their world-class brands through the Internet. The Company combines its expertise in strategic marketing, creative design and digital technology to deliver on a worldwide basis a complete range of digital interactive marketing services, including strategic consulting and research, website design, e-business implementation (including electronic commerce and electronic customer care services), interactive advertising and promotions, and data collection and analysis. The Company's marketing programs are designed to enable its clients to target narrowly-defined market segments, provide their customers with detailed product and service information, sell products and services and provide post-sale customer support electronically, and engage in ongoing promotional and cross-selling activities. Marketing programs developed by the Company are delivered primarily through the Internet, but also through other digital channels such as corporate intranets, proprietary online services, CD- ROMs and interactive kiosks. The Company focuses on devising programs that can be integrally linked to its clients' business functions. The Company works primarily with a select group of established Fortune 500 clients with world class brands committed to interactive marketing, as well as companies with new online business models. Its Clients include Amazon.com; AT&T; Citibank; Delta Air Lines; E*Trade; IBM; Intel; Intuit; JC Penney; John Hancock; Sony and Unilever. The Company provides clients with diagnostic analysis to guide their enterprise-wide interactive marketing efforts. Services include custom research, on-line marketing research, and strategic consulting. These services are aimed at: (i) identifying and prioritizing interactive opportunities to strengthen customer relationships; (ii) creating strategies to position and brand products in order to create a competitive advantage; and (iii) reducing marketing communication costs through the creative application of interactive technologies. In addition, a rigorous methodology is used to evaluate current customers reached by the Internet. The Company's strategic business consultants and research professionals prepare clients to develop interactive communication programs that effectively and efficiently connect the clients' customers to their products, services, market position and brand equity. |
