Wap Vs App - What is a marketer to do?
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Presentation given at the June 18, 2009 mobile 2.0 conference in Toronto Canada. Conference was put together by Marketing Magazine
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Wap Vs App - What is a marketer to do?
- 1. Wap vs. App June 18, 2009 @ Marketing Magazine Mobile 2.0 Conference Phil Barrett VP Digital & Mobile BSTREET Communications Toronto & London, UK
- 2. VS
- 3. VS
- 4. VS
- 5. VS VS
- 6. VS
- 7. VS
- 8. Wap vs. App What is a marketer to do? VS
- 10. SmartIdeas BSTREET is a marketing communications agency dedicated to creating for your brand.
- 13. Access to Mobile Phones 1997 - 2008 Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA
- 14. Usage by Province and Age Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA
- 24. Apps
- 26. Apps are not new!
- 27. Apps stores… More than Apple. Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg
- 37. Example - Kraft
- 38. Example - Coke
- 39. Example – Weather Network
- 40. Example: Taptu
- 44. Wap (Actually, lets call it the mobile web)
- 45. We’ve been predicting this for a while…
- 46. Mobile Web… becomes relevant
- 48. .mobi thinking is not .com thinking
- 49. Mobile domain / URL strategies Source: http://www.mobilemarketer.com/cms/news/research/2988.html
- 53. Examples of mobile web
- 54. Examples: Masters.org & cbc.ca
- 57. So… Wap or App? VS
- 58. (but probably start with a mobile website) DO BOTH! (Unless an App really fits with your audience)
- 60. Let’s continue the conversation… twitter.com/phryl My Mobile & Interactive Marketing Blog burningthebacon.com (copy of presentation has been posted) phil@b-street.com Phil Barrett (.mobi) VP Digital & Mobile BSTREET Communications Toronto & London, UK
Notes de l'éditeur
- I’m here today to talk to you about a great rivalry that is evolving for marketers looking for smart ways to spend their budgets within mobile. Although SMS is still a killer application, we can finally say that Mobile Marketing has evolved to include more than our favorite text to win campaign. With the success of the Apple App store in the last year, marketers are now wondering – should we skip over the mobile web and develop an App? This is shaping up to be a great rivalry – much like many we’ve seen in our history that has shaped our culture and society Such as…
- We’ve also had great rivalries in entertainment starting with comic books in the 1940s
- And of course we’ve grown up with great brand rivalries that have defined more than one generation…
- And there have been over the last decade brand rivalries that have redefined industries and how people perceive them
- With one of the greatest current rivalries being….
- Which has transcended geeks and technology and into every day consciousness People now define themselves as Mac or PC But for those of us here today old enough to remember the days before the mighty PVR, the ultimate platform debate used to be all about….
- Although not quite beta vs. VHS 2.0…. Today’s rivalry topic may be just as significant for marketers, brands, and consumers
- About me: Involved in digital for about 15 years and mobile in the last 5. 5 years ago when I pitched mobile marketing clients thought I was talking about ads on the side of trucks on the 401. I’ve been active in the mobile ecosystem both in Canada, U.S., and over-seas BSTREET is a full service below the line marketing agency specializing in retail, experiential, and digital solutions that create smart ideas for our clients and their brands
- We work with great Fortune 1000 brands in both the Canadian and UK market
- Matt asked me to cover off some current Canadian Mobile stats for the audience today – so here are some updated stats (mostly courtesy of our friends at the CWTA)
- NOTE: 10 billion in 2007, 4.3 billionin 2006, and 2.1 billion in 2005 in Canada
- The home phone is dying. 6% of Canadians have made their mobile phone their home phone and 19% say they will consider doing the same over the next 18 months
- Let’s look at the broader universe of mobile for a minute as it relates to smartphones and our wap vs app rivalry
- Although we don’t have specific Canadian web traffic data to share today, clearly Canadians are highly engaged with their mobile web relative to the rest of the world and our population size.
- Let’s switch our focus away from mobile stats and get right to our topic for today….
- What’s an App? It’s a native application that “sits” on the “desktop” of your mobile device – whether that be a new Palm Pre or HTC Android, Blackberry, iphone, Samsung, LG, Motorola, or Nokia mobile device They usually site as separate icons that are accessible through the mobile interface and the best ones leverage the operating system and hardware features to enhance the overall device experience
- Apps are not new - they have been around for many years App stores are new – well at least the current model of App stores that Apple invented about a year ago that suddenly made applications really easy to find, install, and use on a mobile device Having said that…
- Although Apple was the first to popularize the App store, every major mobile OS has rolled out their own version. Such as…
- Microsoft Marketplace
- Blackberry App World
- Nokia Ovi (replaces Mosh as well) which has a more social media focus
- Palm Pre
- Android – which is over-indexing mobile web usage in the marketplace relative to market share. HTC just rolled out their first device in Canada through Rogers
- Having said all that, the Apple App store still rules them all They have figured out that user experience trumps technology… although it helps that they aren’t supporting multiple screen sizes and platforms like some of the other OEMs
- Agree that Apple will dominate for the foreseeable future, but believe RIM will do better than 10% - especially when they decide to focus / own the business application market
- Great example of content driven App
- Great example of App that leveraged devices features More game / promotional / fun oriented (vs content)
- Example of a popular App that is already optimized for Blackberry and the iphone by leveraging their OS to deliver a simple & effective user experience
- Mobile / iphone specific search tool that leverages touch features of phone while indexing “iphone friendly” websites over others
- Another multi-platform App developed by Polar mobile (Toronto shop)
- Ok – I’ve covered a ton of ground already… does anybody need a moment to reflect & gather themselves?
- It just sounded better to use the legacy term for this presentation
- It seems that every year is the “year of the mobile web” Just like those predictions from the 50s, the mobile web has become…
- Finally relevant - although it’s final form is perhaps not exactly as visioned
- Just as we learned that brochures didn’t make great websites in the 90s, desktop websites do not automatically make great mobile website. Different context, different purpose, different opportunity
- Once you decide you are going on the mobile web, there are several options on how you brand / identify that you’ve gone mobile