1. Mobile Marketing

2. Outline
• Overview
• Statistics
• Carriers
• Pricing
• Examples
• Trends

3. Mobile Overview

4. Mobile Site vs. PC site

5. Mobile Websites

6. Mobile User Behavior
•There are currently over 250 million mobile phone users
in the U.S., while there are 218 million Internet users
•43% of mobile users think mobile Internet is useful
•40
million mobile users (18+) say they’re interested in
mobile email services
•Inpractice, 23% feel accessing Internet from their phone
is an enjoyable experience, while 74% found the browser

7. Mobile User Behavior
•Currently, 16% of mobile users use mobile banking
services
•9.2
million US mobile subscribers have purchased
goods using their handsets, and half of all mobile data
users expect to do so in the future
•6.5
million mobile users had used text messaging to
make a purchase

8. Mobile Ads
•23% (58 million) of US mobile subscribers say they’ve
been exposed to advertising on their phones in the last
30 days
•Of
those who did, half (28 million), responded to a
mobile ad
•14% said they’re already open to mobile ads so long as
it’s relevant to their interests
•1/3 are OK with seeing ads as long as the spots offset
their mobile bills (say via free minutes)

9. Sources:
• AdAge Digital Marketing & Media Fact Pack 2007
• “Millions Take Part in Mobile Commerce, But Security Concerns Hinder More”, eMarketer,
June 26, 2008
• “Mobile Ad Spending Projected to Top $19B b 2012” By Mark Walsh,
MediaPostPublications,Thursday, March
• “mobL marketN upd*” - By Kenneth Hein, Brandweek Magazine27, 2008
• “Research Brief: 20 Million Mobile Subsribers Responded to At Least One Mobile Ad” -
MediaPost’s Digital Out-of-Home Forum
• “Slave To Technology” By Eletheria Parpis, AdWeek
• “So Just What Is Mobile Marketing?” AdAge Digital Issue
• “Three in Ten Mobile Users Recall Seeing Mobile Ads” MediaBuyerPlanner, Jan 18, 2009
• “Top 20 Countries with the Highest Number of Internet Users”, Internet World Stats
• “US Mobile Marketing: Easier Done Than Said” By Peter Kim
• “Young Adults Influenced By Mobile Ads, Spreading the Word by Handset” -eMarketer,
June 26, 2008

10. Text Ads

11. Why Mobile Hasn’t Fully
Caught On
• Users are skeptical
• Complex process for carriers to
implement mobile programs

12. Pricing

13. Examples of What’s Being
Done in the Marketplace

16. Microsoft

18. •Allows users to track the status of their packages
on their mobile devices
•Mobile Coupons

20. GPS-enabled Initiatives

21. Mobile-based store locator makes it easy to find the
nearest latte

22. Zipcode-based mobile weather channel

23. Successful Mobile Campaigns

24. Coupon Mobile Format

26. Print Mobile

27. International Mobile Trends
Europe & Asia have already made use
of this technology
They have capitalized on the
advanced capabilities of their mobile
phones, including:
TV, email, music, internet, books,
GPS, Radio, built-in Credit Card,
Prepaid Public Transportation,
Function as front-door keys in some
buildings, and QR Code Readers

28. International Mobile Trends
Europe & Asia have already made use
of this technology
They have capitalized on the
advanced capabilities of their mobile
phones, including:
TV, email, music, internet, books,
GPS, Radio, built-in Credit Card,
Prepaid Public Transportation,
Function as front-door keys in some
buildings, and QR Code Readers

29. QR Codes
Is this the next mobile
trend?

30. What are
QR Codes
Exactly?

31. Barriers to Adoption

32. Future Outlook

33. How to Effectively Utilize Mobile
Marketing:
Capitalize on the Impulse
Make it Interactive
Make Consumers’ Lives Easier
Create a Better User Experience