Presentation on developing mobile strategies presented at Mobile Squared event in NYC December 2011 US Content specific (stats) Presented by Ross Sleight, Chief Strategy Officer, Somo. Somo are a global full service mobile marketing agency. To find out more please visit http://www.somoagency.com

1. Creating compelling
mobile strategies
Presented by: Presented on:
Ross Sleight – Chief Strategy Officer 7th December 2011
Somo Ltd - Copyright & Confidential

2. Ross Sleight – Somo Chief Strategy Officer
www.somoagency.com
Somo Ltd - Copyright & Confidential

3. Usage
ROI
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4. Usage – smartphone penetration
39% / 90M
US Smartphone Penetration
50% YOY growth
Source: Comscore
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5. Usage – Mobile Web and App Usage
34%
84.5 M of Mobile subscribers
use Apps
Mobile Web users every month
24 36%
times a day using mobile media
of Mobile subscribers
use Mobile Web
Source: Comscore / MMA

6. 1 year ago Today
No Typical Users?
Source: talkandroid.com
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7. Usage - tablets
2.6 people
11% / 26M
US Tablet Penetration 67M reach?
Sept 2011
Tablets reach more people
due to family usage
Source: Pew Research Centre / US Census bureau / Somo estimates
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8. Time spent on Media - US
• Mobile media now
fourth media for
daily engagement
time after
TV, Online and
Radio
Source: E-marketeer
8

9. “Yeah…mobile…must do something there…”
79%
Of Google’s largest
advertisers do not have
a mobile optimised site
(Apr 2011)
Source: Google Think Mobile

10. “Yeah…mobile…must do something there…”
$131 bn
2010 $26 bn
US Total US Online
Advertising Advertisin $650 M
g Spend US Mobile
Spend Advertising
Spend
2.5% of online spend / 0.5% of total advertising spend
Source: IAB / Kantar media

11. Context
Usage
ROI
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12. Contexts
Bored now
Repetitive now
Urgent now
(Consume now)

13. Context – Mobile is Social
31% / 72M 17% / 40M
Of mobile Of mobile
subscribers ever subscribers access
access social social network
network in month EVERY DAY via
via mobile mobile
Source: Comscore
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14. Context – Mobile is Location aware
Source: Comscore / Google Source: Google Think Mobile

15. Context – Mobile is Dual Screen
40%
29%
of smartphone users
look up info from TV
42% programme
of Tablet users
19%
Use their device look up info from
whilst watching TV advert
DAILY
Source: Nielsen Oct 11
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16. Context – Mobile research in store
45%
of mobile users accessed
Diesel Madrid store have a QR code
Autotrader mobile
for every product for Facebook sharing
on forecourt (Jan 2011)
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17. Context- augmenting traditional media
• Tesco Homeplus
South Korea
mCommerce
OOH activity
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18. Context
Usage Velocity
ROI
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19. Source: Joachim Wtewael - The Battle Between the Gods and the Titans

20. Velocity – OS upgrade opportunities
Apple iOS 5 upgrade for Android 4.0 Ice Cream Sandwich
iPhone, iPad and iPod Touch (smartphones and tablets)
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21. Velocity – new platforms – Windows Phone 7
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22. Velocity – new platforms – Android Tablets
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23. Velocity – new entrants in market
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24. Velocity – Facebook cross platform app distribution
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25. Velocity – sector changes
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26. Context
Usage Velocity
ROI
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27. Mobile Strategy– the need for an agile roadmap
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28. Context
Consideration
Usage Post Purchase Evaluation Velocity
Purchase
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29. Brand Perception /
Consideration Propensity to purchase
Audi Bird Plus
Rich HTML5 ad Performance related
Mobile site visits

30. Evaluation
Glamour Brand
Apps
Brand Extension
Plus
Direct Revenue generation

31. Purchase
Dominos Pizza
Apps
Friction free mCommerce
Plus
Upsell / Loyalty loop

32. Post Purchase
Audi Le Mans
App
Deep brand engagement
for loyalists
Plus
Event Support for mass market

33. Summary
• Usage / Contexts / Velocity to identify ROI
• Where can mobile remove barriers on Customer Journey ?
• Hybrid objective/KPI setting
• Integration into marketing mix
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34. Ross Sleight – Somo Chief Strategy Officer
Thank you
ross@somoagency.com
www.somoagency.com
Somo Ltd - Copyright & Confidential