4. How to contact #1
Media contact per annum
7,000
6,000
5,000
4,000
Hours
3,000
2,000
1,000
0
Cinema Radio Print TV PC/laptop Mobile
5. Mobile Media landscape, 2005-2007
Mobile operator
Content provider
Messaging Games Video TV Music Mobizines
Location UGC Social networking Innovation
Search
Mobile Internet Mobile apps
Mobile advertising
6. 2008: The arrival of the open Internet
The Mobile Medium
high
Messaging Voice
Content provider
Mobile operator
Mobile Internet Mobile apps
Priority
Social networking Search
Services
Location
Mobile advertising
Low
Content
Next up?
7. APPocalypse Now – all about the OS
The Mobile Medium
high
Messaging Voice
Mobile Internet Mobile apps
Mobile operator
Priority
Social networking Search
Sony Ericsson
Blackberry
Nokia/Ovi
Samsung
Android
Apple
Puma
LG
Services
Location
Mobile advertising
Low
Content
Next up?
17. Consumers on mobile marketing
35%
30%
25%
20%
15%
10%
5%
0%
Use your mobile phone to Use your mobile to find out Wait until back on PC Ignore altogether
access the consumer about the consumer benefit
benefit but wait until getting back
on your PC before acting
Consumers on apps
• 35% of men and 14.5% of women know what the App Store (Apple) is
• Knowledge of app stores diminishes with age
• Knowledge of app stores is higher in the south of the UK compared to the
rest of the country
• 48% of men would be interested in using an app store for content
• 44% of women would be interested in using an app store for content
18. Consumers on brand communication
If a company communicated with you using mobile after a purchase
would you…
40%
35%
30%
25%
20%
15%
10%
5%
0%
Appreciate the follow-up Appreciate the follow-up Welcome the Would find the Would find the
communication and be communication and communication but it communication intrusive communication intrusive
encouraged to spend continue spending a wouldn’t sway you to but would not and move your custom
more similar amount at that keep spending with this discourage you from to another company
company company spending at that
company
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
19. Consumers on mobile transactions
Do you make transactions over £10 using your mobile phone...
by demography?
100%
90%
80%
70%
60%
50% Yes
No
40%
30%
20%
10%
0%
18-24 25-34 35-44 45-54 55+
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
20. Biggest challenge?
Q.3 If an advert was served to you on your
mobile phone that was 100% relevant to you at
that moment in time, based on your location
and requirements, would you…?
12000
10891
10000 Overcoming consumer apathy
8000
6000
4891
3963
4000
2000 1502
0
Click on the ad to Consider clicking Consider clicking Ignore the ad
find out more on the ad but do on the ad but do altogether
nothing nothing because
you are worried
about the cost
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
21. Why mobile marketing?
It is possible to use your mobile phone to purchase
goods and services. How much are you willing to spend Of those users that will use their
on goods and services using your mobile phone? mobile to make a purchase :
8,000,000 60% (5.4 million subscribers) will
spend 500 Rupees (US$11.3)
7,000,000
17% (1.5 million) will spend 501-1,000
6,000,000 Rupees
5,000,000 In 2015 that 60% & 17.5% will equate
to 69 million and 19.7 million
4,000,000
3,000,000
2,000,000
1,000,000
-
0-500 Rupees 1,001-2,500 10,000+ 2,500-10,000 501-1,000 I would not
Rupees Rupees Rupees Rupees purchase
items using
my mobile
phone
Source: mobileSQUARED, consumer research, Apr 2010,
27. Stage 3: BRM
Consumer is in control
Social media removes campaign-led
dynamic from advertising
Consumers controlling who can contact
them:
BRAND RELATIONSHIP MANAGEMENT
28. What’s in it for me?
Which of the following would you like to receive to
lower the cost of using your mobile?
70%
60%
50% 5 SMS adverts per day in exchange for
250 free messages and 100 mins of
voice calls per month
Free games with adverts before playing
40% a game
Free music with ads before listening to
30% music
Free video (such as sport clips) with
ads before and during the viewing
20%
10%
0%
Source: mobileSQUARED, consumer research, Apr 2010,
30. Getting the message
Asian messaging penetration 3.16 billion
3,500,000,000
3,000,000,000
2.39 billion
2,500,000,000
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
-
2009 2010 2011 2012 2013 2014
Source: mobileSQUARED, Morgan Stanley
31. Messaging stats
• 95% of all SMSes read
• 90% read within 15 minutes
SMS campaign: audience 10 million
• 9 million read within 15 mins
1 operator in India distributes
100 million “marketing”
messages per day
34. BMW EfficientDynamics also in mobile
The ultimate mobile marketing campaign
The BMW Winter Tyres MMS campaign generated €33.2 million in new
business to BMW from a mobile campaign based on 117,000 MMSes.
Directly (and accurately) attributable to MMS
Classic example of engagement marketing
Cost of campaign €44,000
€0.20/MMS x 117,000 = €23,400
30% click thru + transaction (35,100 customers spent on average €946).
37. Still all about #1
Now 4.0013 billion mobile users, but still only one me
38. The users, by device category
Device % of voice across selected markets
100%
90%
80%
70%
60%
Legacy
50% Featurephones
Smartphones
40%
iPhone
30%
20%
10%
0%
2009 2010 2011 2012 2013 2014 2015
Source: mobileSQUARED, Asia report 2010
39. Mobile is same as web, only different
Delivering traffic via search – ranging from 12% for all users to 55%
for iPhone users. So it’s important but not ubiquitous (Source –
eMarekter)
Delivering traffic via display – plenty of options for ad networks and
exchanges but buying solely on price isn't wise. Users expect to be
delivered to something entertaining and valuable; they won't hang
around if they're not.
Delivering for mobile – design for screen size, browsing flexibility,
handset variants and speed. Everyone doesn’t have an iPhone (just
like a few years ago everyone didn't have Broadband or flash) .
40. Far from perfect
End of Honeymoon period =
behavioural change
Users congregate to iPhone-
optimised sites = known as
RAILROADS
However:
Majority of iPhone optimised
sites cannot be overridden,
but a few now are providing
access to the main web site
Users need options!
42. Who is going where?
Source: mobileSQUARED, Asia report 2010
43. The Top Sites
Average browsing session 10-15 mins
Site will lose 25-30% of users per click – (originally >50%)
• Based on 1 million users of site X, if they go 10 pages into site,
would previously have 977 users, now 56,314.
• Improvement of 5,764%.
Users gravitate towards 10 “favourite” sites
including: Social networking site, business networking site, news, sport,
finance, fashion, entertainment
On average a user will have up to 6 “set” sites and 4 “floating” sites.
Ambition for brands is to become a “floating” site with a goal of
becoming a “set” site.
44. The mobile site hierarchy
#1 mobile site behaviour
100%
90%
80%
70%
60%
Sites of uncertainty:
50% Target for brands
40%
30%
20%
10%
0%
Site 10 Site 2 Site 3 Site 4 Site 5 Site 6 Site 7 Site 8 Site 9 Site 10
45. WAP landing pages
Spend
Campaign 1
Campaign 1 Campaign 2
Campaign 2 Campaign 3
Campaign 1
Campaign 2 Campaign 3 Campaign 4
Campaign 5
Campaign 3 Campaign 4
Year 1 Year 2 Year 3 Time
Fractured approach
46. The mobile platform
Spend
Ongoing communication
Camp. 3
Campaign 1 Camp. 2
Brand Consumers
Presence
Time
47. Mobile Internet: raising awareness
38
76% that clicked on
+36% the ad would be likely
to buy the product
28
+267%
11
3
Source: IAB Mobile Advertising Effectiveness Research, Base: All Respondents (609)
48. We’re a social lot
Source: mobileSQUARED, Asia report 2010, Trendstream
49. And we influence
Source: mobileSQUARED, Asia report 2010, Trendstream
50. And we’re starting to make decisions
% of buyers who researched prior to purchase (offline and online)
Source: mobileSQUARED, Asia report 2010, Trendstream
51. Part 2: Communicating with #1
MESSAGING
MOBILE INTERNET
CONSUMER ATTENTION
SOCIAL NETWORKING
CONSUMER REACH
