This document provides an overview of optimizing a company's mobile presence in an increasingly competitive mobile environment. It discusses the current mobile/portable landscape dominated by smartphones and tablets. It also examines the post-PC era where mobile devices connect people and the physical world. The document outlines the mobile opportunity across different types of digital marketers and stages of the shopping process. It provides recommendations on optimizing a mobile presence through dedicated mobile websites/apps or stylesheet solutions. It also discusses various mobile marketing channels and strategies including search, display, video, QR codes, coupons, social media, and their role throughout the customer journey.

1. Finding Your Edge
in an Increasingly Competitive
Mobile Environment
presented October 4, 2011

2. Mobile/Portable Landscape of Today
Smartphones = Mobile
Small screens
Touch Interface
Always Connected
Tablets = Portable
Bigger Screens
Touch Interface
Not Always Connected (wi-fi)
Tablets
Stationary Mobile
2

3. Post-PC ONLY Era
People are just reaching for the best screen available.
Mobile Devices
Connect people to each other
Connect the physical world to the digital world
Go everywhere
Tablets
Are primarily for accessing the digital world in place of a desktop or laptop
Desktop and Laptop
While not as mobile/portable, still deliver more computing power
Bigger Screen (more workspace), more precise interface (keyboard & mouse),
more capabilities
Computers sales may slow due to Smartphones and Tablets, but
they will remain essential to work and home. – Let’s know our
opportunities and manage expectations.
3

4. Mobile Opportunity
Universe of Access Opportunity for Interaction by Location
Desktops Mobile
Laptops
Tablets
Mobile Laptops
Desktops
Tablets
Not to any scale - for demonstration only
4

5. Types of Digital Marketers
Real-Time
Transactions
Product Ordering
Promotional
Is there any digital entity without a mobile opportunity?
5

6. Mobile Maturity Index
AT&T Mobile Marketing Maturity Index 6

7. Optimizing Mobile Presence
Dedicated Mobile vs. Stylesheet
Web Site / Web App Solutions
Tailor the Mobile Experience to Only one platform/presence to
the user maintain (but two or more
experiences)
Better leverage the power of
the device Possible lower cost of
ownership (over time)
Separate/Differentiate Mobile
One dev team
experience from Desktop
Less QA
Greater Flexibility
7

8. Optimizing Mobile Presence
Outsourcing Options
Proxy Solutions
Presentation Layer Solutions
API connectivity
Letting someone else do the heavy lifting
Hosting
Device Detection
Experience Rendering
But putting a vendor between you and your customer
Solid relationship with forward-looking agreement
Disengagement Strategy
8

9. Optimizing Mobile Presence
Native Applications
Can you leverage the hardware?
Camera
Location
Gyroscope and Accelerometer
Memory
Near-Field Communications
iOS or Android (hint: it’s both now)
iOS users tend to go to the App store first,
but there are more Android phones
iPhone + iPod + iPad = most devices overall
What about BB, WP7, etc?
9

10. Mobile Marketing
10

11. Mobile Marketing - SEO
How do the search
engines see your site?
Location discoverability
can be key in mobile
It is easier to build with
SEO in mind than to
optimize later
Poor SEO = higher digital
ad spend to get the same
results
11

12. Mobile Marketing - eCRM
Email
More than 20% of promotional email is now read on mobile devices
Mobile Email clients render differently than desktop
Subject lines on mobile are generally limited to 25-35 characters
Does a text version of the email work well enough? (tracking challenges)
SMS/MMS
More immediacy than Email, but can be even harder to track ROI
Almost every phone can receive SMS, but not all have data plans or browsers
There is often some level of cost to the customer
Push Notifications
Can provide a richer experience than email or SMS or MMS
Better tracking and lower per message cost than SMS
Targetable by time, and location
No government or carrier regulation
Free to the customer
But they have to download your app and accept Push Notifications
12

13. Mobile Marketing - SEM
Search Engine Marketing is
typically very cost effect and can
be optimized
But Mobile has less paid search
results on the screen (limitation
of real estate)
It can also be more expensive
(winning the bid for the mobile
customer)
And can be more difficult to track
results and estimate ROI
13

14. Mobile Marketing - Display
Mobile banner ads 6X as effective as
desktop
More engaging or fat fingers?
Hard to miss or tune out
Can target beyond desktop capabilities
with location and app interaction
behavior
Touch screens make inadvertent click
inevitable
We still do not have desktop-level
tracking for mobile display (I2C)
CPM vs CPC (and sometimes CPA)
14

15. Mobile Marketing – Rich Media & Video
Expensive advertising
Bandwidth can kill the
experience
Platform limitations
But it can be a far more
immersive (brand)
experience
15

16. Mobile Marketing – QR Codes
A bridge from Print to Mobile
Good for telling a big story
from a small space
Good for influencing in-store
decisions while connecting with
customers
16

17. Mobile Marketing – Couponing Services
Can be sales decision influencer
Can assist in up-sell
Can be multi-platform (web, SMS, MMS, app)
Can be geo-targeted, day-parted, personalized
3rd party can do the work
17

18. Mobile Marketing – Social Media
Social is Mobile
350MM Facebook users access via
mobile
Twitter was originally designed around
SMS
LBS and Camera allow the real world to
flow into social networks
But social networks have been slow to
provide marketing opportunities
(limited mobile platform)
More eCRM than anything for now
Integration can help leverage users
to influence others
18

19. Mobile Throughout the Shopping Process
Display = Awareness
Search = Consideration
QR codes to bridge print to digital
Mobile Couponing = Decision
Influence
Point of Sale Opportunity = Close
sale, cross-sell, up-sell
eCRM to influence incremental
sales
Social for eCRM to influence
others 19

20. Who is really good at mobile right now?
20

21. What Comes Next
Cloud
Tablets
NFC
Speed
OS Innovations 21

22. Thank You
Question?
Jim McDonnell
Senior Manager, Digital Media and Emerging Channels
Papa John’s International, Inc.
22