I gave this presentation at Mobile in Retail 2009 in London, 3rd June.

1. Maximal Mobile Reach
Dr Richard M
Jeremy Copp Marshall Dr Richard M Marshall
Founder and CTO
CEO Founder and CTO
rmm@rapid-mobile.com
jeremy.copp@rapid-mobile.com rmm@rapid-mobile.com
+44 7785 394458
7876 567742 +44 7785 394458

2. Not all phones are created equal

3. But then, neither are all products

4. A product continuum may map to user demographics

5. But it may vary on the when, where and what of use

6. Who do you want to reach in the mobile continuum?

7. Who do you want to reach in the mobile continuum?

8. Ask us who we are and
reward us for helping you.
So how can you tell?

9. Multi-media Applications
Java ME Applications
Mobile Internet
SMS
And how can you reach them?

10. WiFi or sideloading allow
for large amounts of data,
Multi-media Applications typically images and video.
• Brand reinforcement
• Utility
• Entertainment
• Information
• Interaction
• Catalogues
• Mapping
• Store locations
• Added value service channel
• Vouchers
• Loyalty programmes
• Viral distribution
Both an advert and a
vehicle for carrying adverts

11. More restricted bandwidth.
Vast diversity of screens and
input – needs automation,
Java ME Applications Eg our ThinkPhone Deliver.
• Brand reinforcement
• Utility
• Entertainment
• Information
• Interaction
• Catalogues
• Mapping
• Store locations
• Added value service channel
• Vouchers
• Loyalty programmes
• Viral distribution
Both an advert and a
vehicle for carrying adverts

12. Conventional web design
doesn’t work – you a need
mobile-specific approach.
Mobile Internet And you need technology
to handle device issues.
• Customer interaction
• Utility
• Information
• Catalogues
• M-Commerce
• Added value service channel
• Vouchers
• Loyalty programmes
A vehicle for carrying adverts
and a call-to-action.

13. Conventional SMS doesn’t have
much tracking. We’re providing
closure with measurable in-text
SMS ads with Ad2Txt.
From: Screwfix
Stanley 24” Toolbox only £18.99
• Updates and Alerts at the trade counter today.
Click here for your voucher:
• Offers
www.adv.gd/9YH76
• Utility
• Information From: Western Mercedes
• Added value service channel Your car is ready to collect.
• Vouchers – barcode and numeric Seen the new C-series models?
• Loyalty programmes Book a test drive now at
www.adv.gd/71THA
From: DirectoryService
Dominos Pizza on 0131 337 2956
Get free 1.5l of Irn Bru with all
A superb mechanism for engaging orders at Papa Johns – find out more
with your customers at all levels; at www.adv.gd/AJYH8
completely ubiquitous and a great
driver to other mobile media.

14. Multi-media Applications
“Graceful degradation”
Java ME Applications
Offer the best solution
available to that customer.
Mobile Internet Automatically.
Don’t make them think!
SMS

15. Other interesting options
Location
Much promised, but finally
working when coupled
with mapping
Proximity
Works well for some
applications, not for others.

16. Conclusions and recommendations
• Pick the right forms of mobile for your business
• Not all approaches work for all business
• Use technology to optimise content delivery
• Make it easy for your customers – it just works
• Ensure you can measure the results
• Include mobile as an element of an overall mix
• Advertising and media
• Customer service
• Experiment - keep what works
• Ask your customers what they want
• And give them a tangible reward!

17. Rapid Mobile Media
RapidMobile Media LtdLtd
93 George Street
Edinburgh EH2 3ES
www.rapid-mobile.com
+44 131 243 2502
mobilise@rapid-mobile.com