2. Mobile
is positioned to be
the dominant channel
for both internal and external
corporate communications.
3. Fortune 50 Use of Mobile
62%
of Fortune 50
companies have a
mobile website or
application…
…but only
39% of those with
a mobile presence make
it readily known on
their websites
4. Mobile-Optimized Websites
38% of the Fortune 50 have
mobile-optimized websites
B2B-oriented organizations can
Costco’s mobile website State Farm’s allows consumers also benefit from maintaining
enables simplified browsing to get insurance quotes, mobile-optimized websites.
which is conducive to a report accidents and locate Dow Chemical’s mobile website
mobile-sized screen. Users can repair facilities easily is targeted specifically
make purchases, initiate and from it’s mobile-optimized to investor relations,
renew memberships home page. with information and options
and sign up for text message that are relevant to
alerts on the mobile website. on-the-go shareholders.
5. Mobile Applications
Fortune 50 Companies
with Mobile Applications
58%
While the Android’s market
share is quickly catching up
to that of the iPhone and
Blackberry, companies are
of Fortune 50 still focused on building
apps for the iPhone.
corporations have
mobile applications
*83% of iPhone apps are also iPad compatible
I’m
catching
you!
Android RIM
iPhone
Microsoft Blackberry
Windows 533%
Mobile change*
19% 30% Market
-6% 28% -19% Share Q3
change*
15% 17%
change*
change* 2010
*Market share increase, Q3 2009 v. Q3 2010, Nielsen
6. Transactions, Not Just Information
43%
of companies’ mobile
websites/apps allow for
transactions/interaction
with stakeholders.
Walgreens allows customers to
Home Depot enables refill prescriptions by scanning the
shopping via mobile. barcode with their smartphones.
Bank of America lets customers
transfer funds and pay bills with
their smartphones.
7. SMS/Text Message Marketing
…but only
70% 22%
of adults use of Fortune 50
SMS/text messaging companies use
SMS/text messaging
Walmart sends alerts about Target sends text alerts that Johnson & Johnson’s text4baby
promotions and notifications about include bar codes for provides timely updates to
photo/prescription pick-up redeeming promotions. promote moms’ and babies’ health
8. Take a Picture: QR Codes
To use a QR code, download a
QR code reader to your
smartphone and scan the
two-dimensional image below.
of Fortune 50 This QR code will take you to
companies are using the Burson-Marsteller Blog.
QR codes* Verizon used QR codes to promote
applications using the DROID.
Fortune 50 companies that use
*QR codes are two-dimensional barcodes that are
encrypted with information. Consumers scan the QR codes often include them in ads
codes with mobile phones and in return receive any to deliver additional content to a
information ranging from photos to product data.
stakeholder’s smartphone.
9. Mobilize! Methodology
The Burson-Marsteller & Proof research teams looked at the Fortune 50
corporations’ use of mobile tools and communications, including
optimized mobile website presence and application deployment on the
Dip Your Toe in the Mobile Waters by Developing Android, BlackBerry, iPhone and iPad. The team also examined the
companies’ communication of mobile activities and SMS programs, as
a Mobile-Optimized Website: well as the companies’ use of QR codes. Data was collected between
Our State of Mobile Communications research October 25 and November 5, 2010.
showed that one-half of U.S. adults will have a
smartphone by 2011. Businesses that are not
Other Burson-Marsteller/Proof Digital Research:
interacting with stakeholders via mobile are missing a
• The State of Mobile Communications
huge opportunity to connect.
• Fortune Global 100 Social Media Study
• Asia Pacific Social Media Check-up
Do More Than Push Out Your Same, Tired
• Latin America Social Media Check-up
Content:
• U.S. Advocacy Groups' Use of Twitter
Mobile includes voice, images and video – not just
words. Deliver location-based content and enable
Bill Kemp
transactions that are unique to mobile. Take U.S. Digital Chair
advantage of the fact that you can reach stakeholders 212.614.4909
william.kemp@proofic.com
anytime and anywhere.
B.L. Ochman
Managing Director, Emerging Media @BMGlobalNews
If You’ve Got It, Flaunt It: 212.614.4984
b.l.ochman@proofic.com
Once you have a mobile presence, let everyone know.
Chris Gee
Advertise it on your homepage and tell stakeholders Managing Director, Digital Media
via email. Anywhere you mention your social media 212.614.5093
chris.gee@proofic.com
presence, make sure your mobile offerings are
mentioned also. Zach Ambrose @ProofTweets
Manager, Digital Media
212.614.4119
zach.ambrose@proofic.com
