Managing and Mobilising Content
Simon van Wyk

“Maybe you’ve been too busy fiddling with your
smart phone to notice, but the mass media and
mass marketing structures that have more or less
defined your connection with the world for more
than half a century are in flames."
- Bob Garfield

BACK THEN CIRCA - 2000
CONSUMERS
ADVERTISER

MOBILES RULE IN 2012

MOBILE USAGE PROJECTIONS

INTERNET BROWSING VIA MOBILE
Source: Nielsen Online Traffic (Mobile Market Intelligence – December 2011)

MOBILE USAGE HABITS
Note: Inactives, Talkers and Communicators are distinct group while there is some crossover between Connectors, Entertainers and Super Connectors.
Source: Forrester

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.

YOU CAN’T JUST FOCUS ON iPHONES

WORLDWIDE SMARTPHONE MARKET
SHIPMENTS BY PLATFORM FULL YEAR 2011
Platform Full year Share Growth
2011 Q4 ‘11/Q4 ‘10
shipments
Total 487.7 100% 62.7%
Android 237.8 48.8% 244.1%
iOS 93.1 19.1% 96.0%
Symbian 80.1 16.4% -29.1%
Blackberry 51.4 10.5% 5.0%
Bada 13.2 2.7% 183.1%
Windows Phone 6.8 1.4% -43.3%
Others 5.4 1.1% 14.4%
Source: Canalys estimate © Canalys 2012

SMARTPHONE PLATFORM MARKET SHARE
Blackberry
4% Microsoft
Blackberry 5%
6%
Microsoft
12% iOS
42% Symbian
iOS
39% 15%
2010 Symbian
29%
2011
Other
5%
Android
6% Other
8%
Android
29%
AIMIA/Telsyte Digital Nation 2011

ABOUT MORE THAN IPHONES. IT’S ABOUT MOBILE
INTERNET.

ANZ Banking Group
customers have had
Dominos launched its Coles launched an access to an iPhone
highly successful iPhone iPhone app more than payments app for almost
app in November 2009. two years ago. Shoppers 18 months. An Android
Its Android version was were not offered an option is not expected
not released until Android version until until mid 2012.
September 2011. December 2011.
Brands that focus on iOS and fail to recognise Android and others will
render their applications useless for almost half of Australian
smartphone users.

USAGE IS GROWING & EXPANDING

AUSTRALIANS ARE SEARCHING MORE FROM
MOBILE DEVICES
Mobile web adoption 8x faster than the desktop web Android Nexus One
Moto Droid & Eris
12% of all Google queries in Dec 2010 came from mobile
devices
Android myTouch
3,000% + growth in 3 years
Blackberry Storm
iPhone 3GS
Palm Pre
Android G1
iPhone 3G
iPhone
2008 2009 2010
Source: Google Internal Data, based on a basket of 20,000 keywords

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 16

PEOPLE USE THEIR PHONE DIFFERENTLY
Mobile provides the opportunity to remain constantly connected to your
customers as they ‘go mobile’
17

The
immediate
challenge is to
work out
whether you
need an app
or a mobile
website

TRANSITIONING AN AWARD-WINNING MAGAZINE
TO WEB AND MOBILE
The challenge: Translate a physical
magazine to the online space. This
utterly disrupts the existing
publishing model.

TRANSITIONING AN AWARD-WINNING MAGAZINE
TO WEB AND MOBILE
Mobile
Platform
Rich Video
Content Platform
Dynamic
Branded
Environment
Robust Community
Platform Engine
CMS
Integration

TRANSITIONING AN AWARD-WINNING MAGAZINE
TO WEB AND MOBILE

SO HOW DOES THIS IMPACT BRANDS?
We still believe:
Spread your message as wide as you can
(make sure as many people as possible get to
remember your brand).
Maximise your distribution (online & offline)

MOBILE CHANNEL STRATEGY
BEST PRACTICES
1 Understand the
mobile behaviour of
2 Develop mobile
marketing goals
3 Determine the best
approach objectives
4 Choose the
technologies
your target audience
Consumers
increasingly turn to
Spread your messages
mobile as the most SMS is the most widely
as far as possible by
convenient Brand Awareness used mobile
considering devices &
information source technology after voice
operating systems
because it’s always
within reach
Target the right
Mobile search and
Fragmentation affects consumer at the best
display targets the
your ability to reach Acquisition location and/or time of
right user at the right
consumers interaction with the
time
right call to action
Determine offers that Mobile-optimized
Branded iPhone apps
are most effective at email & SMS opt-in
only reach a segment Retention
capturing repeat programs allow the
of your audience
business greatest distribution
Consumers’
interaction with A mobile app will Branded mobile
brands in mobile space Loyalty appeal to your true application can deliver
differs from other advocates high degree of utility
channels

REMEMBER, IF IT DOESN’T WORK
HERE….
IT DOESN’T WORK.

7 THINGS YOU NEED TO TAKE AWAY
1. You need a mobile strategy now
2. Normal people will transact on mobile
3. No payments winner yet
4. Pay attention to privacy
5. Mobile advertising is a mess
6. Don’t think of mobile as just an extension of
the web
7. Apps are not dead yet

SIMON VAN WYK
Founding Partner
simnvw@hothouse.com.au
0417 482 548
ANTHONY SLATER
Account Director
anthony.slater@hothouse.com.au
0402 854 342