1. Do’s and Don’ts
mobile marketing

2. 2012)
re in focus February
ore 2012 Mobile futu
Key industry stats
(comSc
cessed
smartphone users ac
• 48.4 million EU5
cribers use es or blogs
• 44% of mobile subs social networking sit
EU5 (France, ces at least once in
smartphones across on their mobile devi
n and the UK)
Germany, Italy, Spai December 2011
• Android: 50% iOS-
30% of the an 2 years to reach
• Tablets took less th
smartphone market; in use in the U.S.
40 million products
the fastest-growing (7 yrs mobile)
• Health ranked as 11
mobile media cate gory in the U.S. in 20 ts, 8.3 percent of all
• Across EU5 marke ce
so have a tablet devi
mobile subscribers al

6. Device usage unique users 2011
Nokia
iPhone iPod Other
BlackBerry
iPad
HTC
HTC
BlackBerry
iPhone
iPod
iPad
Nokia
Other
Operating system 2011
Symbian RIM OS
Mobile Device Android Windows XP
Linux Windows 7
Windows Vista
Mac OS X iPhone OS
Windows XP Mac OS X
iPhone OS Linux
Mobile Device
Windows 7 Symbian
Windows
RIM OS
Vista
Android
Nintendo Wii

7. Image:
More than
a novelty

8. Convenience
Your phone: always by your side

9. Mobiles are instant

10. Mobiles are instant
Where and when you want it

11. Interaction
You can look and touch

12. User engagement
in their time,
on their terms
Waiting for a meeting,
bored in a presentation

13. We expect a lot from our phones
(and so do HCPs)

14. A world of
possibilities
Endless opportunities
for mobile engagement
in pharma

15. A bit of black magic

16. But for pharma…?

22. APP
DEV
PROCESS
Divider
for
dra7
purposes,
not
for
presenta>on

25. • Vision
• Communication
• Organisation

26. • Strong interactive
background
• Understands
potential of mobile
• Creative flair

27. • Vital
• Advise
• Troubleshoot

28. • Strong mobile
• Good relationship with
Designer
• Experienced interactive
• Problem solver

31. App Development:
The Long and Winding Road

33. I want an
app!

35. Really think

37. Do your homework

38. Survey the landscape

39. Establish KPIs

40. Consider your platforms

41. I want
an app!
I ve done my research

42. Image:
All
listed
ppl
crammed
in
room
(can
just
see
them
through
doorway,
as
if
jammed
in
stockroom).
Man
outside
shou>ng
No-­‐one
leaves
>ll
you
think
of
something

43. ["tle]
Development
process
Above
to
be
come
on
stage
by
stage
as
speak.
Also
add
extra
arrows
to
indicate
where
might
go
back
and
forth
(e.g.
a7er
tes>ng
might
go
back
to
design)

44. ["tle]
Development
process
Above
to
be
come
on
stage
by
stage
as
speak.
Also
add
extra
arrows
to
indicate
where
might
go
back
and
forth
(e.g.
a7er
tes>ng
might
go
back
to
design)

45. ["tle]
Development
process
Above
to
be
come
on
stage
by
stage
as
speak.
Also
add
extra
arrows
to
indicate
where
might
go
back
and
forth
(e.g.
a7er
tes>ng
might
go
back
to
design)

46. ["tle]
Development
process

47. ["tle]
Development
process

48. ["tle]
Development
process

49. LAUNCHING
AN
APP
Divider
for
dra7
purposes,
not
for
presenta>on

50. If you build it, they will come.

51. might
If you build it, they
will come.

52. 1 in 5 free apps
downloaded less
than 100 times
might
If you build it, they
will come.

54. PPC
Print
Seeding
Web ads
eMarketing
Microsite
Social Media
Online networks

56. To
finish?
Need
to
think
of
closing
slide.