Incentivated nma live masterclass (mobile) 20 may11

NMA Live Masterclass (mobile)
Jonathan Bass
20 May, 2011

Copyright Incentivated Limited 2011 www.incentivated.com

Contents

Topics
Supporting material
About Incentivated

Copyright Incentivated Limited 2011

Topics
Audience members had questions on a range of matters

Should you build an app or a site?
Should an app be ‘native’ or a cross-platform web-app?
Why isn’t my desktop analytics tool correcting recording mobile?
How do I build a mobile site?
What is the best set-up with my existing CMS or do I need a new one?
How many mobile presentation layers should I aim for?
What are the implications for m-commerce?
How secure are the devices themselves?
What is ‘NFC marketing’?
What meta-data should I store in my CRM/SCV system?
NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011

Technologies

A complete mobile marketing strategy includes five components:

Product summary Product summary Product summary


Strategies

Mobile can be used by clients to enhance their key marketing
strategies:

Whitepaper


Mobile App or Mobile Website?
A native app comes into its own for games and tools; a site usually suffices

Mobile Mobile Web
Cross-Platform App
Applications Site

Online content Y Y Y

Offline content Y Y (HTML 5 data store) Y

Audio / Video Y Y Y

Interactive graphics Y Limited Y

Install on ‘home screen’ Y Y (iPhone) Y

Multi-platform Build for each device Y Y

Single entry-point (URL) Requires install step Y Requires install step

Location Services (GPS) Y Y Y

Notifications Y Y (SMS) Y

Development costs Once per OS Once Once

Maintenance costs Repeated per OS Once Once

App store required (cost) Y N Y


You get blamed for a bad mobile experience
No site at all, or a single mobile presentation layer only, are no longer options

Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?

Brand Network The User
60% The Phone
(site) Provider

40% 44%

34%
29%
20%

0%
5%

Source: Appetite, Yahoo! March 2010
Base: all those who access internet on mobile (n=1,240)


Technologies
Apps

Device and OS fragmentation is not insurmountable
either native, per platform
or cross-platform ‘web-apps’
Don’t build native unless you need to
“… develop new apps as web apps, and turn them into native apps when
they've been validated.” Daniel Roth, Fortune 500 (AdAge)


Mobile site implementation considerations
Because of the proliferation of handsets, mobile is more complicated than desktop

Developing a single mobile presentation layer is false economy
A minimum of three is required (smart, feature and legacy phones)
The are three broad approaches:
Mobile CSS stylesheet within CMS
Integrated with CMS and client hosted (parallel)
Less risk for the client but reporting is poor (requires access to APIs)

Integrated with CMS and supplier hosted (parallel)
Produces a superior result but dependent upon on-going support from supplier

Transcoded
Quick to market, but neither highly resilient nor creatively adventurous

It is impossible to do properly without using APIs for handset
detection, capabilities definition, content adaptation and reporting

Incentivated – mobile web tools
Numerous APIs as well system integration and design resource


The value of third party tools (APIs)
Mobile relies upon data from mobile networks and handsets are diverse

Uniqueness
For cellular this is not measured by IP address but a unique and
persistent ID from the mobile network
Most desktop reporting tools misclassify or lose many mobile sessions
Device identification
There are over 10,000 profiles and 5-10 are added each day
A cached resource will be out of date very quickly

Managing such a resource is costly
Real-time content adaptation
MIME type support varies by device, screen-sizes differ, coding
frameworks are diverse, handsets have different hard and soft buttons


Web request
from user Client hosted solution
Client CMS Incentivated Environment

Web services
communication
(via public internet) PCD
Get device
Third Party content identification
Third Party content
providers
Third Party content
N Mobile
Select desktop
device?
template
(PCDLite)

Serve Y
desktop page
Other client
data-feeds

Select mobile Identify phone
template capabilities

Mobile templates
Existing Select assets
capabilities
Repurpose assets
(CMSi)
Requirements for Serve
RBKC portal mobile page

Incentivated
produce for project NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011

Web request
from user Supplier Hosted Solution
Client CMS Incentivated Environment

Web services
communication
(via public internet) PCD
HTTP 302 Get device
Browser identification
redirect
Cached lookup
(transparent for user) Mobile
Y
Redirect user device?
(PCDLite)

Select desktop N
template
Redirected
Serve user request
desktop page Other client
data-feeds

Mobile templates
Existing
capabilities

Client side Content Data XML Data Feed Serve
implementation mobile site
Third party content
Incentivated Third Party content
providers
Third Party content
produce for project NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011

Design and UX are as important as on desktop
Navigation – ‘Bread Crumbs’

Location dependant content Leading content

Promoting Maps Search

Time/promo specific content Leading content

Navigation - Menu


‘Cookie cutter’ or bespoke approach to a site?


Information Architecture
Product Category Hierarchy

Campaign Ability to manage all product
centrally
Site
Taxonomy to be shared across
Master multiple sites
Category Primary
Structure Site
Segmented deployment to campaign
sites

Mobile
Site


Enterprise Content Management

Master Head Office
Content
Created Content

Translation
English German French Italian Layer

UK UK UK Campaigns
Website Mobile site Mobile App Social
Email/SMS

Channel Content


mCommerce integration options
(i) Integration directly with client back-office

Commerce
Client Systems (airport example) Network Mobile Environment
Channels

Internet Data
3rd Party Ecommerce

Encryption Protocols / Wireless Security
Parking eCommerce

Wired Network / WIFI / 3G / GPRS
Website

Secure Transfer Protocol / Firewall
Information Platform
Transactions Database

Customer Database

Parking Database

Redirect to Mobile Site

Incentivated Incentivated
Mobile Data

Flight

Content Repurposed
Designed for Mobile

Capability Detection
Order Management

Location Detection
Information
Mobile CMS

Payment
Databases Application Servers


mCommerce integration options
(ii) Integration with eCommerce platform

Client Systems (airport example) Commerce Channels Network Mobile Environment
Internet Data

Ecommerce

Encryption Protocols / Wireless Security
Parking 3rd Party Website
Secure Transfer Protocol / Firewall

Wired Network / WIFI / 3G / GPRS
Information eCommerce Incentivated
Platform Redirect to Mobile Site

Order Management
Incentivated

Micro Payment
Mobile Data

Mobile CMS
Transactions Database

Customer Database

Parking Database

Flight

Content Repurposed
Designed for Mobile

Capability Detection

Location Detection
Information

Application Servers


Contents

Potential topics
Supporting material
About Incentivated


Technologies
Enterprise messaging
Messaging volumes continue to grow – everyone can use SMS and MMS

Reaching consumers with
enterprise messaging is
incredibly effective


Technologies
Enterprise messaging

Messaging volumes continue to grow

SMS (top line) MMS (bottom line)
120 1
CAGR 31%
0.9
100
0.8
0.7
80
0.6
60 0.5
0.4
40
0.3
0.2
20
0.1
0 0
2004 2005 2006 2007 2008 2009

Ofcom, August 2010


Technologies
Apps

Consumers have downloaded more
than 13 billion apps from the Apple
App Store and Android Market in
under three years
36.4%

of people use
mobile apps* >7m
People download apps
for their mobile phones

*Excluding native games
Source: comScore, January 2011


Technologies
Mobile internet

Every year, more and more consumers are accessing the internet on their mobile devices

20,000,000 44% growth in
2010
18,000,000

16,000,000

24% YOY growth
14,000,000
Data charges between 2008 and 2009

12,000,000 removed

10,000,000

8,000,000

6,000,000
Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 Dec-10

Source: comScore 3 month rolling average


Technologies
Shortcodes & QR codes

QR codes work much the same
as the barcodes you see printed
on products at a retailer
A code is scanned using a
device (mobile) and software
(QR reader), and is translated
into meaningful information
(e.g. web links)

Incentivated’s QR code campaign for STA Travel


Technologies
Location marketing

Location marketing is a means to target specific groups more
effectively based on where they are, and to provide useful and
relevant services to consumers wherever possible

Incentivated’s
location
campaigns for: DKNY Mothercare Plings (DCSF)


Strategies
mCommerce

The best commerce strategies
encourage consumers to purchase
and consume content and products
on the go
85%
Increase in mobile
retail usage in EU5
from 2009 to 2010* 35%
Of people search for
products to buy on their
mobile phones**
*The comScore 2010 Mobile Year in Review
**Brandbank 2010 mCommerce Content Report


King of Shaves – mCommerce app

Home Page m-Video Delivery details Payment options


Who we are

Incentivated is an independent technology company
We have 10 years’ experience operating exclusively in the mobile
marketing services sector
We help our international client base deliver integrated acquisition,
CRM, and mCommerce campaigns for mobile


Who we are
Just some of our clients


Incentivated - Mobile Specialists

Technologies Needs
5 formats 3 key areas of client activity
Enterprise Messaging (SMS, MMS Acquisition
etc) After Sales / CRM
Mobile Internet mCommerce
Apps
Short codes and QR codes
Location marketing

Services
2 consultancy offerings
Creative
Strategy


Incentivated – How we work with clients
Engagement is spread across three levels

CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services

Campaign strategy and execution
Marketing, Creative & Design, build & hosting of mobile internet sites*
Advertising Agency Mobile advertising planning & buying
Consulting, insight & post campaign analysis

Mobile and email marketing
Mobile Marketing, Internet Mobile internet site publisher
& mCommerce Platform mCommerce suite
Self-serve functionality (“SaaS”)

SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes
Messaging Gateway & Mobile content management system (CMS)**
Software Company Systems integration and various APIs
Development of both handset & server-side apps

*Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database


Mobile’s role in your business strategy

Attract Interact Transact
(acquisition) (mCRM ) (mCommerce )


Services

As well as technology products and consultancy, within mobile
Incentivated offers both creative and managed services
Design and UX
24/7 support and maintenance


Services
Creative

Our creative ideas contribute to our award winning projects, and
help us deliver effective campaigns that are differentiated from
anything else on the market

Incentivated’s
creative work for: Recycle for London M&S Jaguar


Thank You

Jonathan Bass
Managing Director
jonathanb@incentivated.com

Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985

(No code reader? Text CODE to 62233
for a link to a reader appropriate for your
phone)

Copyright Incentivated Limited 2011 www.incentivated.com

Incentivated nma live masterclass (mobile) 20 may11

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (6)

Similaire à Incentivated nma live masterclass (mobile) 20 may11

Similaire à Incentivated nma live masterclass (mobile) 20 may11 (20)

Plus de Jason Cross

Plus de Jason Cross (7)

Dernier

Dernier (20)

Incentivated nma live masterclass (mobile) 20 may11