Ville Kulmala's slide deck from Innovation Hydration on the 5th June 2014. Connect with Ville at http://sg.linkedin.com/in/villekulmala

1. Copyright 2014 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
Mobile Game Changers #14
33 Talent - Innovation Hydration event - 5th June 2014
Bartini Kitchen, Singapura
Ville Kulmala
E-mail: ville@mobile-spark.com
Twitter: @villekulmala

2. Copyright 2014 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
Mobile Game Changers
1. Mobile Web for Mobile Marketing
• Case for Mobile Web as mobile marketing tool
2. Mobile Word-of-Mouth
• How to take advantage of WOMM in a mobile web
3. Social Mobile – The Big Picture
• Past, current and future of mobile social media

3. Copyright 2014 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
Who am I?
Ville Kulmala (Finland)
• Over 15 years in technology industry. Technology and
Business Consulting for global companies such as Nokia,
Accenture, ING, ABN AMRO, Heineken, LibertyGlobal,
KPN, Areva, Logica and Fortis. as well as striving startups.
• Mobile Spark is a mobile consultancy, based in The
Netherlands and Hong Kong.
• Chairman for a large regional mobile industry platform -
Mobile Monday Thailand.

4. Copyright 2014 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information

5. Mobile Web for Mobile Marketing

6. It’s an App World - The Web Just Lives in It
Ref: 2014 - Flurry - Time spend on iOS & Android devices
Look more
closely.
Besides
gaming it is
all web
content
browsing.

7. Positioning - Mobile Web vs. Native
Native apps and mobile web have differentiating positioning
for a client interaction.
Mobile Web ➔ Discovery
- Linkable
- Searchable
- Shareable
- Trackable
Native Apps ➔ Loyalty
- Mobile interface for web browsing

8. Mobile Marketing Perspective
“Funnel”Mobile Web vs. Native - User acquisition differences
Native apps and mobile web continue to grow on separate
paths.
Loyalty
New Customer
Convert
Existing
Customer
Loyal
Customer /
Evangelist
Mobile Web
Discovery
Native (web too..)

9. Mobile Word of Mouth

10. What are your 3C’s ?
Complete Consumer Cycle
“Consider your customer’s full
interaction cycle”

11. Case Study - Travel Industry
Case for Hotel Bookings
apps (red).
Case for Photo Sharing
apps (blue).
• Most interactions only
focused on one step
• Relative importance of
other customer
interactions ignored.
• All steps should be
considered for mobile
marketing strategy.

12. Case Study – High Impact Facebook
Spotify
• Fully integrated mobile app to FB
• Facebook Timeline since Jan 12
• Sharing enabled in-app
• Artist pages link to Spotify
• Facebook / Spotify partnership - hardware
“All roads leads to listening music on Spotify”
Truly mobile advertising platform AUDIO +
Spotify owns complete customer profile VISUAL

13. Case Study – High Impact Facebook
On May 21 - the music streaming service announced that it hit
10 million subscribers and 40 million active users.

14. Case Study – High Impact Facebook
API for Social Mobile marketing for both
1) Seamless Physical (Audio)
and
2) Digital (Social Media)

15. Case Study – Web-Only Mobile Content
Financial Times – Web App
• Reading offline – saving a shortcut to your home screen so
you can read it offline, at any time, just like one of our existing
apps.
• Web browser access – no download needed.
• All access – one registration or subscription will offer
customers access to FT content through a range of devices or
on a PC.
• Speed – the new app offers improved performance.
• Automatic updates – instant product improvements with no
need to download new versions of the app.

16. Case Study – High Impact Twitter
Nike + FuelBand
• Very popular product
• iPad/iPhone Native App
(partner)
• Integrated Twitter account
and missions
Yet
• Facebook “separation” and
“monologue”
• Physical device / App not
fully integrated

17. Case Study – High Impact Twitter
Nike closing FuelBand.
Social Investment Sticks.
Competition is tough.
Fitbit, Jawbone, Samsung,
Apple, Tizen, etc..

18. Case Study – Social Mobile - LINE
LINE is biggest social media (mobile) competitor to
Facebook outside of China.
Users: 440M Global - 28M+ Thailand (Active)

19. Case Study – Social Mobile - LINE
Thailand based startup aCommerce enable flash
sales through LINE.

20. Case Study – LINE-Commerce
LINE-commerce is becoming very serious topic in
Thailand.
LINE’s flash sales event in the country saw 20,000
people shopping and browsing at one time.
What is LINE Flash sales?
Exclusive product offering sent and
bought directly through LINE’s
social message once a week.

21. Case Study – Social Mobile - LINE
LINE flash sales quite working solution for M-Commerce.

22. Case Study – Social Mobile - Tencent
First WeChat Experience Store Opened by
Chinese Discount Store Shopin

23. Case Study – Social Mobile - Tencent
WeChat sold 388 Smart (Mercedes) cars in
3 minutes on a mobile. Transactional Marketing

24. Case Study – Social Mobile - Tencent
WeChat user base 500 million users.
Opening up to SME’s as a platform to sell anything, powered
by e-commerce giant Tencent.
Mobile Social platforms trending into a retail.

25. Social Mobile – The Big Picture

26. Social Macro perspective – 5 yrs ago

27. Social Macro Perspective – 4 yrs ago

28. Social Macro Perspective – 1 year ago
“110 million songs, albums and radio stations have been
played 40 billion times” via Facebook-integrated apps and
“1.47 million books have been shared.”

29. Social Macro Perspective – Future
Facebook buys Oculus, MWC iBeacons,
Apple health platform, integrated iOS 8,
Similar hardware acquisitions
Increasing amount of hardware to plug in to.

30. Social Macro Perspective – The Law
Mark Zuckerberg - 2008

31. Social Macro Perspective – The Law

32. Social Mobile Web
• More sharing about everything, increase of sharing without action
• Facebook and others will expand their ecosystems to the mobile
• More means to share, third party developers offer a way to tap in
to new opportunities on a mobile
Take advantage of new mobile tools
• Position yourself for the growth – being first does pay off, but it
can be painful
Social Macro Perspective - The Future

33. Conclusion
1. Mobile Web Content for Marketing
Discovery - Mobile Web App is Discoverable
1. Social Mobile Word-of-Mouth Marketing
3C’s - Cover your Complete Customer Cycle
1. Integrating your Social Mobile Marketing efforts
Think Future - Position your mobile efforts
for growth

34. Thank you!
Ville Kulmala
Twitter: @villekulmala
E-mail: ville@mobile-spark.com