Going Mobile: 6 Lessons As mobile achieves a new status as a marketing and business tool, there are still major pitfalls to be avoided. Hear 6 lessons on the do's and don't's of planning and implementing a mobile channel, using messaging, mobile sites and applications. * Martin Leclerc, Solutions Director, Lipso

1. School’s Out:Lessons Learned July, 2010

3. 10 years of extensive R&D and development in mobile solutions

4. Among the 10 best companies in IT and telecom (IDC 2008)

5. Patent-pending technology for mobile barcode & Strong Mobile Authentication

6. Strategic partner of IATA and specific expertise in transport segment2

8. Customer Insight through Advanced Analytics

9. Integrated Marketing Programs

10. Measurement Plans

11. Content Creation – Visual – Text & Branded

12. Multi-Channel content adaptation

13. Content Management Services (CMS)

14. Email Marketing

15. Online Marketing

16. Social Network Marketing

17. Mobile Marketing

18. Digital Promotion Marketing

19. Offline Services – Print

21. 2009 Gartner Hype Cycle 5

23. Half a billion people accessed mobile Internet worldwide in 2009. Usage will double within five years as mobile overtakes the PC as the most popular way to get on the Web.

25. Every second, 3 births and 38 mobile phone sold

26. 35% of smartphones penetration by 2013

27. 1,5 billion TV set

28. 1 billions Personal computers

29. 3,9 billion people listen to FM radioMorgan Stanley (December2009)

30. Market Trends 7 …fundamentals in place for mobile that will boost its trajectory over the next five years beyond what broadcast TV reached in the 1950s and the Internet reached in the late 1990s. -Borrell Associates Because it is at such a nascent stage, Mobile advertising’s annual revenue growth rate is many times that of the mature major media, and over 10 times faster than even Online’s current growth rate of 29%. - IAB Canada Half of teens send 50 or more text messages a day, or 1,500 texts a month, and one in three send more than 100 texts a day, or more than 3,000 texts a month. – Pew Research One big question will remain: Will fragmentation be reduced? Unfortunately, the answer is no: It is here to stay. That’s why everyone needs a mobile strategy in 2010. -Forrester Mobile is not as much an opportunity, but more of a neccessity,” said Mary Gail Pezzimenti, online director of Lucky Magazine, New York. “This is a bit of an obvious point, but what I find refreshing is that people are conditioned to pay for some pieces of mobile in a way that they don’t online.

32. Voice

33. Messaging (SMS/MMS)

34. Browsing

35. Local apps (including augmented reality)

36. Camera

37. Data exchange (NFC, Bluetooth)

38. Etc (CC reader, ...)

39. Mobile is push and pull

40. But Mobile is also fragmented

41. Device

42. OS

43. Expectations & requirements

44. Economics

46. For better and for worse

47. From the publisher’s point of view, location and time are better known than with any other media

48. “with great power comes great responsibility opportunity”

49. Susceptibility ?

50. Fast page load

51. Quality experience on MY device

52. “Don’t touch my device”

54. Lesson 3: The Big Fingers 11 Fact 1: Phone Screen Size vs Computer Screen Size : 5 times smaller Finger Size vsMouse Pointer Size: 10 times bigger Fact 2: Alphanumeric entry is not universally easy Yet: It is very hard to convince people that the UI must adjust “One Web means making, as far as is reasonable, the same information and services available to users irrespective of the device they are using. However, it does not mean that exactly the same information is available in exactly the same representation across all devices.” - W3C Mobile Web Best Practices 1.0

55. PayPal Got It with The Mobile Option 12

56. Lesson 4: The Fanboy (The Silver Bullet, Take II) 13 “... while Apple’s App Store has achieved app downloads on an unprecedented scale …brands and developers are warned against ignoring users of other platforms/handsets.” - The Future of the App Store Business Model (Juniper Research) Fallacy: “ I don’t need an mobile site: my iPhone works great on my current site” Fact: For the best buzz, nothing beats an iPhone app (today) Fact: There is more hope on the horizon for OneWeb than for OneApp

57. What Lurks Between The Lines? 14 “New open standards created in the mobile era, such as HTML5, will win on mobile devices (and PCs too). Perhaps Adobe should focus more on creating great HTML5 tools for the future, and less on criticizing Apple for leaving the past behind. Steve JobsApril, 2010

58. Lesson 5: The Scraper Dilemma 15 Zero footprint integration is really cool  Web site Desktop CMS Web server Inventory Mobile LIPSO Publishing Mobile Adapter Mobile web server ... But what am I really doing ? Where is my Exclusive content ?

59. 16 Old school or “mobilized” ?

60. The Dependency Scraping (in general) introduces a dependency on the layout of information TV, print and in store campaigns are linked, but not dependent. Why should mobile be dependant on web? Fast go-to-market Minimal integration efforts Less costs Merging web graphics charter with mobile best practices takes work. Go back to “why” and not “what” ! 17 Store Print Web Mobile

61. Lesson 6: Strategy vs Tactics 18 We argue in favour of strategy because Mobile success is not driven by the principles that anchored previous strategies Mobile links strongly to social media, reinforcing first point Monetization on mobile is evolving, thus impacting resources

62. Page 19

63. Success Factors Invest into an educated approach Don’t get caught in the whirlwind Respect the user’s point of view 20

64. Thank you! 21 Martin Leclerc, Director, Solutions 514-499-0210 x502 Martin.leclerc@lipso.com 1450 City Councillors, Suite 650, Montreal, Quebec Canada H3A 2E6