This presentation was given September 14th, 2009 in Toronto at the FITC mobile conference.

1. 5 AREAS OF OPPORTUNITY IN
MOBILE SPACE
Deborah Hall, Managing Director
web2mobile

2. Warm-up
• Mobile is the “glue for all we do” ESPN
• “Is a mobile app right for your business?”
Tim Cascio
• “Madison, we have lift-off!“ The Economist June 2009
• Number of mobile ads delivered worldwide tripled
to 4.5 billion in the last 12 months
• “Mobile marketing is more than the iPhone”
Joe Lewi March 2009

3. Mobile Statistics
• Factors at Play
– Data plans becoming more reasonable
– Increase in number of smartphones therefore
mobile browsing
– More smartphone platforms & reasonable prices

4. Mobile Statistics
• Specifically
– More users checking directions, email, browsing
on device
– Change in behaviours, WIFI connectivity

5. Smartphones.. a summary..

6. The Rise of the Mobile Data Consumer
• Convergence!

7. What is your mobile strategy?
5 Areas of Discussion &
Consideration.....

8. Menu
Opportunity 1: UGC & Social Networks
Opportunity 2: Mobile as a Channel
Opportunity 3: Mobile Applications
Opportunity 4: Video
Opportunity 5: Search & SMS

9. Opportunity 1: UGC // Social Networks
• Fuel mobile access
• Next Generation Email / Network
• Result: Enormous traffic and connectivity

10. Opportunity 1: UGC & Social
Networks
Social Media Revolution
Source: @equalman

11. Menu
Opportunity 1: UGC & Social Networks
Opportunity 2: Mobile as a Channel
Opportunity 3: Mobile Applications
Opportunity 4: Video
Opportunity 5: Search & SMS

12. Opportunity 2: Mobile as a Channel
• Usability
• Needs & wants of users are different
– More distractions
– Quicker fix / calls to action / click to call etc.
• What does your site look like on a mobile
device?

13. Opportunity 2: Mobile as a Channel
• What does your site look like on a mobile
device?

14. Opportunity 2: Mobile as a Channel
• Opinion: Not an exercise in scraping websites
for content & post to mobile
• No patience!
• Advertising units
• Analytics

15. Opportunity 2: Mobile as a Channel
• Tools:

16. Opportunity 2: Mobile as a Channel
Get depth of data:
 Device type/manufacturer
• Tools:  Operator
 Country

17. Deep Dive: Analytics

18. Menu
Opportunity 1: UGC & Social Networks
Opportunity 2: Mobile as a Channel
Opportunity 3: Mobile Applications

19. Opportunity 3: Mobile Applications
• Reason 1 – Another property! Just like
building a website was a new property that
added to marketing toolkit, mobile websites
and applications are the same!
• Take advantage of native features of device
• Pick a platform – how?
• How about AR – check this out..

20. Opportunity 3: Mobile Applications
• Take insights from your mobile site to make an
informed decision
• Do your own research!
• It’s about YOUR customers and who is coming
to you on RIM/Apple/Nokia/Palm/Android and
customize for them
• Android is gaining – more handsets, more
growth!

21. Who is downloading apps?

22. Why iPhone?
• Source: GigaOM/AdMOB

23. Discoverability?

24. Opportunity 2: Mobile Applications
• Case Study: Pandora App for Android
• 65K register for Pandora account each day
• 45K do so on mobile phones (75% new to
Pandora)
• “I’m beginning to think that our future is going
to be MORE mobile-centric than I had even
thought, and sooner”
• Mobile users click on ads 2X as often as they
do on PC

25. Menu
Opportunity 1: UGC & Social Networks
Opportunity 2: Mobile as a Channel
Opportunity 3: Mobile Applications
Opportunity 4: Video
Opportunity 5: Search & SMS

26. Menu
Opportunity 1: UGC & Social Networks
Opportunity 2: Mobile as a Channel
Opportunity 3: Mobile Applications
Opportunity 4: Video

27. Opportunity 4: Mobile Video
• 400% month over month
• Formats/conversions/challenges

28. Opportunity 4: Mobile Video
• “It’s all iPhone” Brightcove CEO
• Owners of video rights, wifi access points

29. Menu
Opportunity 1: UGC & Social Networks
Opportunity 2: Mobile as a Channel
Opportunity 3: Mobile Applications
Opportunity 4: Video
Opportunity 5: Search & SMS

30. Opportunity 5: Search & SMS
• More feature phone users need search due to
usability
• Make it easy!

31. Opportunity 5: Search & SMS

32. Opportunity 5: Search & SMS
• Even more important for impatient mobile
users
• Search works differently in mobile

33. Opportunity 5: Search & SMS
Mobile SEO best practices
• Use 100% valid XHTML 1.0 code
• Follow accessibility best practices
• Follow traditional on-site SEO best practices
Source: Mobile Search Marketing Blog

34. Opportunity 5: Search

35. Opportunity 5: SMS marketing
• Still remains very useful marketing engine to
tie together parts of ecosystem
• Push & pull content
• Allows for great tracking of various media
activities
• Works on all devices

36. Thank you!
Questions?
Deborah Hall (web2mobile.ca)
@web2mobile
www.linkedin.com/in/debhall