Presentation slides given at Internet World, 2011

1. Mobile internet: building the best sites for mobile Jason Cross 12 th May, 2011

2. Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary

3. “ Over time we’ll make more money from mobile than internet…and make more money from mobile advertising than internet advertising” Eric Schmidt : Google “ Apple is a mobile company, desktops will go” Steve Jobs : Apple Why mobile matters

6. 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) 27% State of the Nation

8. 38% of UK consumers have tried to shop online from their mobile phones

13. Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary

14. Although apps are ‘cool’, mobile sites reach more people Mobile app or mobile web?

15. Mobile app or mobile web? Mobile Applications Mobile Web Site Cross-Platform App 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 N Y Development costs Once per OS Once Once Maintenance costs Repeated per OS Once Once App store required (cost) Y N Y

16. Source: Appetite, Yahoo! March 2010 Base: all those who access internet on mobile (n=1,240) 44% of mobile internet users blame brands for a bad mobile experience Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame? Reason for bad mobile experience? 44% 34% 29% Brand (site) The Phone Network Provider The User 5% Mobile internet experience

17. Source: Incentivated Delivering the right content to each handset

19. Automatic redirect (direct.gov.uk web to WAP) Redirect to mobile site

20. Automatic redirect (iabuk.net to mobile) Redirect to mobile site

23. Content Management: CMSi optimises, stores and delivers content relevant to every handset Handset Database: Our handset database contains important information on screen size and capability of over 2000 mobile phones Reporting: Clients are able to view reports on what has been browsed and downloaded Optimise content for every handset

24. Step 4 – design & build

25. ‘Cookie cutter’ or bespoke approach to a site?

26. ‘ Cookie cutter’ or bespoke approach to a site?

27. Banner (on- and off-portal) SMS Bluetooth Sponsored messages Search QR codes Twitter Step 5 – drive traffic

28. Press ads Website DM Social media Email Mobile banner ads Mobile loyalty service Integrated thinking

29. Promote your site/ service

31. (i) iPhone ‘hits’ as index of all Smart Phones (ii) Indexed ‘hits’ by typical handset (last 12 mths) (iii) Global ‘hits’ by hour of day (last mth) (iv) Global ‘hits’ by day (last year) Excitement of launch ‘ Normal’ levels Nokia N73 All iPhones All BlackBerrys (1x model) (2x models) (4x models) Nokia N73 iPhone All Reporting: mobile internet traffic

32. Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary

38. Generic landing page Data capture form (Name, Email, Phone #, ZIP) Link to Ts+Cs Customer receives SMS, clicks on URL Video Gallery Photo Gallery Audio Gallery Customer sees CTA and texts in to shortcode Generic Home page - unlocked access to all new XJ material To maximise interaction within sites, nothing is more than 3 clicks away Ts+Cs page E-Brochure delivered to collected email address Incentivated ‘sniff’s’ handset type and delivers WAP, iPhone or Android site Incomplete or invalid details page Prospect’s contact details forwarded to client FMN dealer page FMN dealer results page E-brochure order page E-brochure confirm page * Phones that do not support ‘spin around’ will be served an animated GIF SPLASH: Interactive 360 ° XJ spin (iPhone & Android only)* The customer journey – an example site

40. Master Content English German French UK Website UK Mobile site UK Mobile App Campaigns Social Email/SMS Head Office Created Content Translation Layer Channel Content Italian Enterprise content management

43. Customer Database Retailer Systems Databases Product Database Transactions Database Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels 3 rd Party eCommerce Platform Incentivated Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site (i) Back office Integration options

45. (ii) eCommerce platform Retailer Systems Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels Incentivated Micro Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site Customer Database Product Database Transactions Database 3 rd Party eCommerce Platform Integration option

50. 2010 WINNER Most Effective Mobile CRM/Enterprise Messaging Campaign The campaign reached out to those who signed up for picture (MMS) messages and text (SMS) alerts with offers, deals, promotions and news about M&S. This enabled M&S to engage with their customers through mobile directly and use it to complement existing DM and email contact strategies. The ongoing campaign has recruited more than 700,000 opt-in customers to the mobile database with a minimal opt-out rate. Click-through from SMS & MMS

51. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary

54. Example: Royal Borough of Kensington & Chelsea

56. Smart Phone Home Page Leading content Navigation - Menu Navigation – ‘Bread Crumbs’ Location dependant content Time/promo specific content Leading content Promoting Maps Search

57. Feature Phone Home Page Leading content Navigation – ‘Bread Crumbs’ Location dependant content Time/promo specific content Leading content Promoting Maps Search

62. King of Shaves – mCommerce app Home Page Payment options Delivery details m-Video

63. QR codes go mainstream

65. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends In Summary

72. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends In summary

75. (No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone) Any Questions? Jason Cross Marketing Director [email_address] @jcmobile10 Incentivated 23 Curtain Road London EC2A 3LT Tel: 020 7392 2323