How can advertising fund and create LBS?
- 1. MOBILE LOCATION BASED SERVICES
How can Advertising fund
- and Create - LBS?
Martin Wilson, Managing Director
- 2. MOBILE PEOPLE © 2009
MOBILE is another channel
but it has very different
characteristics to fixed online
- 3. MOBILE PEOPLE © 2009
REALITY
Reality of ‘mobile’ Consumers when ‘mobile’
• device is very personal • typically want something
• communication medium • immediacy is often critical
• lifestyle orientated • patience and tolerance is far less
• user is paying (or perceives to be) • relevance is key
• no-one ever reads a manual • pulling information is not an issue
• device is generally difficult to use • actionable is a pre-requisite
(relatively poor interface)
- 4. MOBILE PEOPLE © 2009
DIRECTORY PROVIDERS
have significant opportunity
and potential for a key role
- 5. MOBILE PEOPLE © 2009
DIRECTORY PROVIDERS
Strengths:
• They have the core content
• They have the sales teams
• They have existing customers
Weaknesses:
• Their brands lack modernity
• Their service utility diminishes quickly
• They are often far too slow to market
- 6. MOBILE PEOPLE © 2009
SERVICE UTILITY has to be
a real priority to support
sustainable usage
- 9. MOBILE PEOPLE © 2009
VALUE OF ADVERTISING
Advantages:
• Adds interest and offers utility
• Supports differentiation
• Influences the decision
Disadvantages:
• Can slow down a response/reaction
• Takes up real estate
• Can be intrusive and distracting
- 10. 2 4 h r S N AP S H O T MOBILE PEOPLE © 2009
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-9 a m m m m m
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ur ISSUE ISSUE FOOD FOOD FOOD FOOD FOOD FOOD
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- 11. MOBILE PEOPLE © 2009
THE KNOWLEDGE
Sales Platform Distribution
Partner content
Direct
distribution
mP sourced content
In-direct
distribution
Sold inventory Profiles Inventory
liquid TM mobile platform
- 12. MOBILE PEOPLE © 2009
PARTNERSHIP supports
delivery of value more rapidly
- 13. PRESENTATION MOBILE PEOPLE © 2009
MOBILE PEOPLE © 2009
KEY PLAYERS
- 14. MOBILE PEOPLE © 2009
U S AG E =
A T T R A C T IV E , F U N C T IO N A L &
E AS Y TO U S E
S e r v ic e s h a v e t o o f f e r u t ilit y
a n d d e liv e r r e s u lt s
- 15. MOBILE PEOPLE © 2009
O P P O R T U N IT Y =
B R IN G IN G T O G E T H E R
E L E M E N T S T H A T C O - E X IS T
N o t m u c h is e v e r in v e n t e d
fro m s c ra tc h