CMO Summit - Simple Mobile Web Solution

MOBILE STRATEGY
“The marketer's central task is to make the brand
easy to buy and this requires ensuring people can
find it and know about it.

Everything else is secondary.”
Simon van Wyk (Partner at HotHouse )

© Copyright 2010 HotHouse Interactive www.hothouse.com.au

By 2013 internet access via mobile will exceed access by computer


What this means
People are migrating from using desktop devices to mobile
devices and mobile phones as a means to access the Internet.

The usage is being driven by social media and represents a
new way to use the mobile phone - social media is like
Internet banking was for desktop - it drives usage and
expectations.

The growth is extremely fast and our task is to deliver
satisfactory experiences for these customers.

There are some critical elements about the successful
apps:
 Largely about connection – an extension of why
we have these devices.
 Used regularly – often daily.
 Very personal – the user gets a real benefit from
using the applications.
 Perfectly integrated with the desktop experience.


It’s not just iPhone


Australian numbers reflect diversity
Blackberry
Motorla 3%
 Nokia (41%)  LG (6%) 3% Other
5%
 Apple (21%)  Motorola (3%)
LG
 Samsung (12%)  Blackberry (3%) 6%

 Sony Ericsson (9%)
Nokia
41%
Sony Ericsson
67% of respondents stated that they 9%
had a 3G or 3.5G mobile phone, which
is slightly up from last year (60%) (AIMIA, 2010).
Samsung
12%
What this means:
 You can’t just build for the iPhone, there are a
host of other devices that need to be included.
 iOS and Android dominate app use but this will Apple
21%
change.
Source:
http://www.aimia.com.au/home/news/member-news/aimia-releases-sixth-annual-australian-mobile-
phone-lifestyle-index


Phones and age
Under 25’s
• Less likely to own a Motorola, Nokia or ‘other’
brand of phone
• More likely to own an Apple, Blackberry LG
phone.
26-40 year olds
• Less likely to own a LG, Samsung or ‘other’
handset
• More likely to own an Apple of HTC phone.

Over 40’s
• More likely to own a Motorola, Nokia,
Samsung or ‘other’ brand of phone.
• Less likely to own an Apple, Blackberry, HTC
or Sony Ericsson phone.
(AIMIA, 2010)

What this means:
Think really carefully about the target market
but in reality you have to cover all options.


People use their phone differently
Mobile provides the opportunity to remain constantly connected to your
customers as they ‘go mobile’.


…and they use it constantly throughout
the week
Mobile provides the opportunity to remain constantly connected to your
customers as they ‘go mobile’.

Desktop Search Queries Mobile Search Queries

Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010


Consumers shift to mobile everything

 Australia has the second highest smartphone
penetration in the world at 37%
 There has been a huge increase in the use of
mobile web – for shopping, banking, research,
and searching for real estate.
 Throughout 2010 mobile transactions increased
by 25% every month.
 80% of Australian businesses do not have a
mobile optimised website.

80% of Australian businesses are missing out on consumers on the go.


Key goals
 You must provide a fantastic mobile experience –
whatever the device.
 You need to give your customers a truly seamless
brand experience regardless of whether it’s a
mobile website or a native mobile application.

Mobile App


Important decisions

 Select the right technology solutions to deliver mobile
Internet and native applications as required.

 Ensure these solutions allow you to build on the existing
(CMS) and infrastructure.

 Select best of breed products that will give you long term
flexibility, low cost of ownership and leverage for the
existing platform.

 Deliver to all browsers across all devices.


How we can help?
 We can help you take advantage of opportunities for mobile
Internet and native apps now.

 We’ll develop a mobile site map and wireframes of home
page and second level content pages with project plan,
budget and timeline for internal approval.

 We will deliver to all platforms – Apple, Android and the others
across all devices using our partner technology - Netbiscuits.


Who is Netbiscuits?
 The world’s leading mobile development and publishing
platform
 Overcoming device fragmentation
 Delivering best of breed User Experience to high end users
(smartphones/tablets)
 Providing best of both worlds with hybrid apps


The Netbiscuits platform
Netbiscuits enables businesses to:
 Create perfectly formatted rich media mobile websites
 Publish any content to any mobile device on any network in any
country worldwide
 Integrate mobile advertising and mobile commerce to generate
revenue


Netbiscuits overcomes software
fragmentation
> 200 Carrier
by providing a truly global, intelligent device detection networks world-
& database … wide

 Only true global mobile device database with more
than 1000 in-house tested parameters and +6000
mobile device profiles
 Multiple tier intelligent device detection for device, > 300 User Agents
browser, carrier network parameters per device

Hardware
 Parameter + layout tests for each Biscuit-Element
ensure unmatched quality on Legacy and Smart
phones
 Mobile devices profiles include also Internet enabled
wireless devices such as Gaming Consoles, TVs, In- > 5,000 Mobile
Car Navigation Systems, Tablets and eBooks Devices worldwide
 Daily updates for new mobile devices on API

> 10 Software
> 15 Mobile > 500 Content
> 6 Mobile OS revisions per
Browsers Formats
Mobile OS

Software

Enterprise-class mobile cloud solutions
for cross platform publishing
 Reliable, scalable and secure, Cloud Software Platform to
power your mobile business (SaaS model)

 Mobile optimized websites and mobile apps for all mobile
operating systems

 Publish to multiple screens: Smart and Basic Phones, TVs,
Gaming Consoles, Web Tablets and more

 Open a new dimension and create iPad optimised websites
and apps

In 2011, every month Netbiscuits delivers:

 8 billion mobile pages
 100 million mobile videos
 to 3000+ different mobile devices


Estimated platform cost?
Starter account: $1990/month
 200,000 page views per month
 1Gb storage
 5Gb outbound traffic
 Location-based services
 + Video streaming

Enterprise account: $2,990/month
 1,000,000 page views per month
 5Gb storage
 25Gb outbound traffic
 Dedicated FTP
 24/7 support with 2h response


Rob Olver Simon Van Wyk Anthony Slater
robo@hothouse.com.au svw@hothouse.com.au anthonys@hothouse.com.au
95 Nicholson St  St Leonards  NSW  2065
(02) 9432 3600


CMO Summit - Simple Mobile Web Solution

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