1. Publishing across different
mobile platforms
Jason Cross
14 June, 2011
Copyright Incentivated Limited 2011 www.incentivated.com
2. Contents
Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & Tourism examples
Copyright Incentivated Limited 2011
3. State of the Nation – mobile web
Over the last 12 months companies have started to offer what
consumers were happy to do all the time
With many sites looking the same, the opportunity now exists to:
improve the UX/UI and so differentiate the offering
offer implicit and explicit personalisation i.e. join up the web and mobile
sites
deliver e-commerce best practice
Copyright Incentivated Limited 2011
4. State of the Nation – mobile web
People do it
51% of the UK engages in mCommerce
People like it
42% say they use their mobile because it is the easiest way to
research/buy
M-Commerce will continue to grow
49% of non M-Commerce users say they will purchase in the future
Smartphone users are 63% more likely to engage in mCommerce
only 9% mention security issues
Source: IAB Consumer M-Commerce Study October 2010
Base: All UK Mobile Users (1,039)
Copyright Incentivated Limited 2011
5. State of the Nation
27%
of adults with phones have ever used their
mobile to purchase a service/product via credit
card / direct debit / Paypal
Source: IAB Consumer M-Commerce Study October 2010
Base: All UK Mobile Users (1039)
Copyright Incentivated Limited 2011
6. Does your site work?
Half of UK firms fail to check their own website on mobile devices
Of those that have
41% admit their website has a reduced appearance
36% offer reduced functionality
The survey ( from 1&1 Internet) also finds that 65% of firms have not
optimised their websites for mobile usage and have no plans to do
so
Copyright Incentivated Limited 2011
7. You get blamed for a bad mobile experience
No site or a single mobile presentation layer are no longer options
Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?
Brand Network The User
60% The Phone
(site) Provider
40% 44%
34%
29%
20%
0% 5%
Source: Appetite, Yahoo! March 2010
Base: all those who access internet on mobile (n=1,240)
Copyright Incentivated Limited 2011
8. Why mobile matters in the Travel sector
“American Airlines customers are mobile by definition, so
we’re providing them with one more tool to make their
travel faster and easier,”
Stacey F. Frantz, director of corporate communications
American Airlines
“Hilton guests are incredibly tech-savvy, so mobile devices
and other contemporary communication channels enable
us to share our global story with them in a highly relevant
and engaging way,”
Andrew Flack, vice president of global brand marketing at Hilton
Hotels
Copyright Incentivated Limited 2011
9. State of the Nation – Mobile travel
4 million people globally visit Trip Advisor a
month via mobile*
2 million people in the UK access travel
services via a mobile device**
17% of UK mobile phone users respond to
travel related SMS marketing a month**
*Source: Eye for Travel, October 2010
**Comscore
Copyright Incentivated Limited 2011
10. Mobile throughout the Travel Experience
Reviewing Dreaming
SMS QR
MMS www LBS @
MMS LBS
QR
@ SMS www SMS
@ MMS
Destination Planning
QR
MMS www QR
@
www
SMS LBS www MMS SMS
@ QR SMS
SMS
MMS LBS www www @
En Route QR SMS
@ www LBS SMS Booking
Anticipating Copyright Incentivated Limited 2011
11. Contents
Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & Tourism examples
Copyright Incentivated Limited 2011
12. Who we are
Summary
Incentivated is an independent technology company and mobile
marketing services agency
We have 10 years’ experience operating exclusively in mobile
marketing
We help our international client base deliver integrated acquisition,
CRM, and mCommerce campaigns and services using the mobile
channel
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
13. What we do
Ful l service capabi l i ty
Technologies Needs
5 formats 3 key areas of client activity
enterprise messaging (SMS, acquisition
MMS etc) CRM
mobile internet mCommerce
apps
short codes and QR codes
location marketing
Services
2 consultancy offerings
creative
strategy
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
14. How we do it
Engagement is spread across three levels
CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services
Campaign strategy and execution
Marketing, Creative & Design, build & hosting of mobile internet sites*
Advertising Agency Mobile advertising planning & buying
Consulting, insight & post campaign analysis
Mobile and email marketing
Mobile Marketing, Internet & Mobile internet site publisher
mCommerce Platform mCommerce suite
Self-serve functionality (“SaaS”)
SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes
Messaging Gateway & Mobile content management system (CMS)**
Software Company Systems integration and various APIs
Development of both handset & server-side apps
*Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
15. Who we are
Just some of our clients
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
16. Contents
Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & Tourism examples
Copyright Incentivated Limited 2011
17. Mobile is not easy
Device fragmentation and different standards make mobile different to desktop
Progressive enhancement required (multiple presentation layers)
When to build an app or a site
‘Native’ as opposed to cross-platform web-apps
Desktop analytics tools do not work properly for mobile
How secure are the devices themselves?
‘NFC marketing’
Implications for SCV
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
18. Technologies
A complete mobile marketing strategy includes five components:
Product summary Product summary Product summary
Whitepaper
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
19. Strategies
Mobile can be used by clients to enhance their key marketing and
delivery strategies:
Whitepaper
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
20. The mobile internet comes of age
Users are already on your site
Every year, more and more consumers are accessing the internet on their mobile devices
44% growth in
20,000,000
2010
18,000,000
Data charges begin to
16,000,000 be reimposed
14,000,000 24% YOY growth
Data charges between 2008 and 2009
12,000,000 removed
10,000,000
8,000,000
6,000,000
Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 Dec-10
Source: comScore, 3 month average ending March 2011.
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
21. WWW, emails & SMS will drive mobile traffic
Accurate device detection is a must
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
22. Handset detection options
There is really only one option
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
23. Mobile site implementation
Because of the proliferation of handsets, mobile is more complicated than desktop
Developing a single mobile presentation layer is false economy
A minimum of three is required (smart, feature and legacy phones)
The are four broad approaches:
Mobile CSS stylesheet within CMS
Integrated with CMS and client hosted (parallel)
Less risk for the client but reporting is poor (requires access to APIs)
Integrated with CMS and supplier hosted (parallel)
Produces a superior result but dependent upon on-going support from supplier
Transcoded
Quick to market, but neither highly resilient nor creatively adventurous
It is impossible to do properly without using APIs for handset
detection, capabilities definition, content adaptation and reporting
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
24. Approaches to mobile site build
Best practice demands a parallel site, driven from the same content/CMS
Credentials presentation
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
25. The value of third party tools (APIs)
Mobile relies upon data from mobile networks and handsets are diverse
Uniqueness
For cellular this is not measured by IP address but a unique and
persistent ID from the mobile network
Most desktop reporting tools misclassify or lose many mobile sessions
Device identification
There are over 10,000 profiles and 5-10 are added each day
A cached resource will be out of date very quickly
Managing such a resource is costly
Real-time content adaptation
MIME type support varies by device, screen-sizes differ, coding
frameworks are diverse, handsets have different hard and soft buttons
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
26. Design and UX are as important as on desktop
Navigation – ‘Bread Crumbs’
Location dependant content Leading content
Promoting Maps Search
Time/promo specific content Leading content
Navigation - Menu
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
27. ‘Cookie cutter’ or bespoke approach to a site?
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
28. Information Architecture
Product Category Hierarchy
Campaign Ability to manage all product centrally
Site Taxonomy to be shared across
multiple sites
Master Primary Segmented deployment to campaign
Category sites
Structure Site
Mobile
Site
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
29. Enterprise Content Management
Master Head Office
Content
Created Content
Translation
English German French Italian Layer
UK UK UK Campaigns
Website Mobile site Mobile App Social
Email/SMS
Channel Content
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
30. Technologies
Apps
Device and OS fragmentation is not insurmountable
either native, per platform
or cross-platform ‘web-apps’
Don’t build native unless you need to
“… develop new apps as web apps, and turn them into native apps when
they've been validated.” Daniel Roth, Fortune 500 (AdAge)
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
31. Mobile App or Mobile Website?
A native app comes into its own for games and tools; a site usually suffices
Mobile Mobile Web
Cross-Platform App
Applications Site
Online content Y Y Y
Offline content Y Y (HTML 5 data store) Y
Audio / Video Y Y Y
Interactive graphics Y Limited Y
Install on ‘home screen’ Y Y (iPhone) Y
Multi-platform Build for each device Y Y
Single entry-point (URL) Requires install step Y Requires install step
Location Services (GPS) Y Y Y
Notifications Y Y (SMS) Y
Development costs Once per OS Once Once
Maintenance costs Repeated per OS Once Once
App store required (cost) Y N Y
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
32. An app should interface with middleware
Screen-scraping results in broken links and egg on face
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
33. Technologies
Shortcodes & QR codes
QR codes work much the same
as the barcodes you see printed
on products at a retailer
A code is scanned using a
device (mobile) and software
(QR reader), and is translated
into meaningful information
(e.g. web links)
Incentivated’s QR code campaign for STA Travel
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
34. Technologies
Enterprise messaging
Messaging volumes continue to grow – everyone can use SMS and MMS
Reaching consumers with
messaging is incredibly effective
74% would opt-in to a brand’s
database if done properly
Consumers open to receiving
messaging between 10am and
8pm in particular
69% happy to receive a
message per week
MMS achieves amazing cut-
through
Source: IAB/DMA mobile messaging study, September 2010
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
35. Strategies
mCommerce
The best commerce strategies
85%
encourage consumers to purchase
and consume content and products
on the go
Increase in mobile
retail usage in EU5
from 2009 to 2010*
35%
Of people search for
products to buy on their
mobile phones**
*The comScore 2010 Mobile Year in Review
**Brandbank 2010 mCommerce Content Report
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
36. Example mCommerce app - King of Shaves
Home Page m-Video Delivery details Payment options
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
37. Contents
Mobile is a ‘hot topic’
About Incentivated
Mobile marketing best practice
Travel & tourism examples
Copyright Incentivated Limited 2011
38. Mobile is used in a myriad of ways
The travel industry has been an early adopter, trialing a number of options
Direct response advertising
Brand building
Sales promotions
Barcode tickets
CRM e.g. flight information, reminders, alerts
Local area guides
Localised and time-sensitive travel information
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
39. Sites work best for acquisition
Campaign sites, run from www or advertised on mobile, work well
Sales promotions and product
information are suited to the mobile
internet
Few apps achieve the viral success of
Barclaycard waterslide/Rollercoaster
Large budgets needed
SMS direct response continues to
generate high ROI due to low entry
cost
Incentivated’s campaign for Fidelity Investments
Mobile Travel & Tourism Masterclass 14/6/11 Copyright Incentivated Limited 2011
42. SMS helps reduce cab-related sexual assaults by 46%
Business need The solution Results
As part of a print, poster, radio and TV Subscribers text HOME to 60835 • 46% reduction in cab-related sexual
campaign for a safer London, a text (spells “GoTFL) and receive local, attacks on women over five years
message service was created to give licensed, minicab and taxi booking- (2002 -2007)
out booking numbers for licensed office phone numbers for the area they • Just 4% women used unlicensed
minicab and black cab firms in the are texting from. minicabs in 2007 in comparison to
user’s location. 18% in 2003
A Location Based Service search is • 100% year on year increase in
used to pinpoint the subscriber’s exact monthly uptake since new branding
location, enabling the relevant campaign
information to be identified and sent.
The database of 45,000 licensed
FROM: 60835
Local licensed
minicabs: Reliable
minicab operators and drivers is
updated daily to maximise safety.
4%
Radio cars Unlicensed cab
02086716666, P&L
Car Service
use
02077339582. For
a Black Cab, call
ONE NUMBER on
08718718710
46%
Reduction in cab-
related attacks
Case study: CRM beinspired@incentivated.com
Travel & Tourism | Public Sector: TfL & Mayor of London www.incentivated.com
50. Closing thought
At the time of the
dotcom bubble, 400m
i.e. around 2000,
there were 350
million people
online. People with smartphones in
the world today
Plus 4 billion with internet-
capable feature phones
Copyright Incentivated Limited 2011
51. Thank You
Jason Cross
Marketing Director
jasonc@incentivated.com
@jcmobile10
Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985
(No code reader? Text CODE to
62233 for a link to a reader
appropriate for your phone)
Copyright Incentivated Limited 2011 www.incentivated.com