Mobile Marketing Manifesto

\"We are rapidly getting to the point where the single most important
medium that people have is their wireless device. It's with them
every single moment of the day. It’s genuinely the convergence box
that everyone has been talking about for so many years.\"
– Andrew Robertson, CEO of BBDO, the world’s third-largest ad
agency
Marketing professionals are understandably determined to extend their reach
to the holsters, pockets, and purses containing the 3.5 billion mobile phones
of consumers worldwide. And it’s going to happen; as with every other
consumer communications medium, mobile devices will unquestionably
become platforms for effective marketing. But mobile marketing today is
very much evolving, and there are significant hurdles to overcome in
constructing effective, broad-based mobile campaigns.
The first challenge exists in the form factor of mobile devices. Consumer
expectations of the interactive media experience have been shaped by the
Internet, and the Internet experience does not map directly to the small
screen size and limited bandwidth of the mobile environment. Mobile-specific
campaigns must be conceived and designed specifically to support a
satisfying mobile experience. As this is largely uncharted territory, mobile
marketing to date has been characterized more by trials than by broad roll-
outs.
A second challenge is that, unlike the open, standards-driven Internet, the
mobile world is highly fragmented. There are currently more than 30 major
handset manufacturers producing over 500 different phones, with significant
variations in operating systems, screen sizes, display resolution, processing
speed, memory, and performance.

Carriers Manufacturers Handsets
These differences mean that mobile content and applications must be
adapted to run on multiple, dissimilar devices, greatly complicating the
development effort. Further variations in service delivery among more than
400 carriers add still more development complications and cost. For these
reasons, many mobile campaigns today are limited either to one carrier and
a handful of devices, which compromises reach, or to the most basic of
content technologies, which compromises effectiveness.
Given these challenges, is the time right for you to begin adding mobile
marketing to your advertising arsenal? Here’s how others have responded.

Marketers Who Plan to Invest in Mobile, 2008
If you accept that mobile devices will inevitably serve as effective marketing
platforms, the answer is “yes.” By beginning to master mobile marketing
ahead of the curve, you can gain competitive advantages comparable to
those of pioneering Web marketers a decade ago.
And in fact, the technology challenges in mobile marketing are being met
head-on today. This paper points the way for leading-edge brand managers
and advertising professionals to begin implementing high-impact mobile
marketing campaigns in short order, and at controlled cost, with the Whoop
cross-carrier, cross-handset engine.
Campaign Presentation Options in Mobile Marketing
A discussion of the possibilities in mobile marketing must account for the
campaign-presentation mechanisms available to campaigns. There are three
distinct methods for extending marketing campaigns to mobile audiences:
 text messaging via SMS
 through a dedicated Mobile Web site or WAP site

 with interactive applications downloaded to mobile devices
Each method is unique, and uniquely suited to specific applications.
Text messaging (SMS): Direct Mail to Mobile Devices
SMS (short message service) has universal reach, and offers simplicity. It’s
also the most common non-voice use of mobile devices, accessed by anyone
who texts friends and family or downloads ringtones. It’s a solid delivery
mechanism for simple content, such as a teaser inviting user response.
SMS’s more advanced cousin, MMS (multimedia messaging service) delivers
basic video, audio, and pictures in addition to text, and can be used for more
colorful, animated enticements. SMS and MMS can team up, with SMS
making the initial solicitation and MMS delivering a more impactive follow-up,
such as directions to a restaurant or a coupon.
On the downside, SMS/MMS offer very limited content delivery – only 160
characters. SMS, being text-only, can deliver just bare messages. While MMS
adds basic multimedia, it and SMS share a further limitation in that they offer
only two-way, walkie-talkie type communications. They are useful in alerting
users to special offers, and in following up offer acceptance by sending
simple, static content. They do not provide an effective means to a brand
experience. SMS/MMS must also be used with caution; nobody likes receiving
unwanted text messages on a mobile phone, or worse, getting stuck with
usage charges.
Mobile Web (WAP): Tailoring the Web We Know for Mobile
Devices
“Mobile Web” is a networking technique in which a mobile phone uses WAP
(wireless application protocol) to access Web sites. The WAP browser, which
operates much like a computer-based browser but is simplified for the mobile
environment, can deliver a much more satisfying user experience than
SMS/MMS can, and is fully interactive. Mobile phones with browser

capabilities are mainstream, and while usage is less common than SMS/MMS,
approximately 75% of all mobile devices are Internet-capable.
What those users do with their WAP browsers differs markedly from their
behavior with computer browsers, as general Web surfing on a mobile device
just doesn’t work well. There’s no mouse, and no full keypad. The
connections are slower. And Web sites designed for computer access typically
display awkwardly on small mobile screens. That makes Mobile Web best
suited to utilities targeting specific audiences with tailored offerings, such as
airline mobile services that display flight status, schedule information, and
itineraries, and offer flight changes and check-in – in other words, delivering
a limited portion of the content and functionality available at a brand’s full
Web site, formatted specifically for handsets. Having identified an
appropriate application, the challenge of accommodating variations among
devices and carriers remains.
Downloadable Mobile Applications (Rich Media): Delivering
Mobile-specific Experiences
With new, advanced mobile devices that support a variety of platforms
including Java, BREW, Windows Mobile, Symbian, and iPhone, downloadable
rich media applications have begun to enter the mobile marketing scene.
These applications enable a far richer user experience than do SMS/MMS or
Mobile Web, with the addition of high-quality video and audio and a higher
level of contextual presentation, such as menu choices that make optimum
use of screen real estate at any given point in the user experience. With rich
media, content is not a matter of deciding what to port and reformat from a
full Web site designed for computer access. Rich media allows the creation of
fresh content and interaction designed and optimized specifically for the
mobile experience.
Even though most phones are rich-media capable, few rich media
applications exist. That’s largely a development issue; unlike in the computer
world, the Java version that works on one mobile device doesn’t necessarily
work on other mobile devices. Given the proliferation of device-specific Java
implementations, marketers who choose to deliver rich media applications

are often forced to choose which devices they’ll support, in order to control
development and testing costs. This has limited roll-outs to such specific
services as providing streaming stock quotes to subscribers with compatible
devices, rather than mainstream marketing.
The State of Mobile Marketing Today
Because of the challenges in developing Mobile Web sites and downloadable
rich media applications, most marketers who have added mobile to their
marketing arsenals have largely limited themselves to SMS/MMS, leaving
them with only the most basic user interaction.
Those who have ventured further typically partner with a vendor offering
either Mobile Web or rich media expertise. Because of the inherent
technology bias, this risks letting technology drive the implementation, rather
than campaign goals driving the implementation.
Ideally, marketers wanting to optimize their efforts would be best served by
partnering with a vendor that can support their campaigns with whichever
technology is best suited to the task, combining multiple technologies to
support different aspects of the mobile marketing campaign when
appropriate. And that is the purpose for which the Whoop Engine was
created.
Whoop: Putting All Mobile Marketing Implementation Options
On the Table
The Whoop Engine is a SaaS (software as a service) application with
associated thin-client software that addresses the technology issues that
have inhibited mobile marketing. As a hosted application, Whoop serves as a
Web destination where subscribers can create rich media applications, Mobile
Web sites, and text communications. On phones, the Whoop thin client is a
mobile translator, interpreting content and rendering it with optimization for

the device on which it’s running. Ideal for mobile marketing, mobile
entertainment, mobile communications, mobile commerce, and mobile social
networking, Whoop can reach billions of mobile phones on every network.
Key features of the Whoop Engine include:
 SaaS platform. As a hosted application accessed over the Internet,
Whoop has no third party license fees and requires no local
infrastructure or support. This lowers the cost of use and enables
immediate access for fast deployment.
 Carrier agnostic. Rather than deploying through operator portals,
Whoop enables direct-to-device, “off-portal” marketing. This allows
marketers to reach mobile users everywhere, regardless of the carrier
from which they receive service, without the need for carrier-specific
development. It also enables immediate, accurate information about
traffic and consumer behavior.
 Phone agnostic. With its thin client acting as an interpretive rendering
engine, Whoop can deliver the same content to virtually every phone
brand, eliminating the need for phone-specific development.
 Technology agnostic. Whoop has no built-in bias as to which
technology a campaign should employ. SMS/MMS, Mobile Web, and
rich media can all be used as needed, individually or in concert, to
provide the most meaningful mobile campaigns possible.
Matching Delivery Options with Campaign Purpose
So, what can you do with Whoop? What do you want to do with Whoop?
If you’re looking to increase the effectiveness of campaigns delivered with
traditional and interactive media, Whoop can bring mobile devices into the

picture in an extremely effective way. Advertising in traditional media –
outdoor, in-store, print, or television – can feature short codes that mobile
device users can enter as response to a call to action, from wherever they
may be. The user is effectively opting into the process rather than it being
initiating with an intrusive SMS message. Once the user has made contact,
you can take it from there with whatever the campaign requires, from an
instant coupon to a full-blown, multimedia product exploration delivered in
phone-perfect format.
Whoop can also enable standalone marketing applications that function
independently of other media, delivering interactive experiences to
customers on the road, in airports, at the beach – wherever and whenever
they prefer to interact with you. With Whoop, the possibilities are limited only
by the imagination, not by the technology.
Whoop a High-impact Mobile Campaign
The Whoop Engine comprises three interrelated components:
 The Creative Suite, for creating content;
 The Management System, for delivering content; and
 The Device Agent, which serves as an interpretive agent on mobile
phones to ensure that the content is properly managed, displayed and
engaged.
These components work together to deliver just-the-right content to mobile
devices, and make the path to roll-out infinitely shorter than if you were to
try to do it all yourself.

Creating Content: The Whoop Creative Suite
Whoop content creation is the domain of the Creative Suite, which includes
two components: An Application Builder and a Content Publisher.
The Application Builder is Web-based software used to create and validate
mobile content. Users can select from pre-defined content templates or ad-
hoc components to build a mobile application or campaign. A WYSIWYG
interface provides immediate views of look/feel and functionality throughout
the creation process.

The Content Publisher is a toolset for managing content publication, including
validating draft content and maintaining version control and tracking.
Additional features provide for access control and authorization, allowing
multiple authors to participate in content creation with appropriate workflow
and approval processes.
Delivering Content: The Whoop Management System
Whoop content is delivered by the Whoop Management System, a set of five
modules that work in concert to deliver just-the-right content to every
handset, with robust tracking, auditing, analytics, and reporting.
The Intelligent Director is a sniffer with a database of all current devices and
their characteristics. At the time of a mobile user’s first Whoop connection,
the Intelligent Director identifies the mobile device and the carrier, and
ensures delivery of the correct Whoop Agent. Thereafter, the Intelligent
Director also determines the highest fidelity form of content to deliver to the
device.
The Smart Content Server packages each campaign’s applications and
content for all device and carrier possibilities. It uses information provided by
the Intelligent Director to combine dynamic data along with rich media,
interactive forms, and fixed content into a device-appropriate user
experience.
The Management Controller manages users and agents at the licensing level,
determining which users can access which applications during search
requests. It also provides a means for advertising directly to an individual
user.
The Exchange provides for tracking and dynamic data capture by monitoring
and recording every action a mobile user performs on the Whoop Agent. This
information can then be used for auditing and analysis of user activity. Mobile

applications can also incorporate data-capture components that prompt the
mobile user for specific information.
Finally, Whoop Analytics uses data stored in the Exchange to report on the
actions users took and the content they accessed. A dashboard of reports
and analytical tools provides detailed analysis.
Managing Content: The Whoop Agent
The Whoop Agent is an application manager that resides on the handset and
provides the device-specific interface to all mobile applications. For incoming
delivery, the Whoop Agent’s interpretive rendering engine processes the
Whoop Mobile Application, dynamically rendering the application on the
mobile device. The Whoop Agent also includes search and browse features
that enable mobile users to organize and locate application content published
on the Whoop Management System.
The Whoop Agent is downloaded to each device at the first Whoop
connection. Once the Whoop Agent has been downloaded, it can then be
used with all subsequent Whoop-designed mobile campaigns accessed with
that device, giving marketers a simple means to repeat mobile engagement.
Getting Started with Whoop
As with any new communications medium, it takes a while for marketers to
discover how to take advantage of the new possibilities. With mobile
marketing, that’s been a matter of technology hurdles as much as it’s been a
matter of imagination. Whoop succeeds at eliminating the technology
hurdles. The rest is up to you.

The first step to getting started with Whoop is to contact us. You’re sure to
have questions, and we’d love to answer them.
If you’re seriously interested in mobile marketing, you’ll be glad you made
that connection. Because the sooner you get started with high-impact mobile
marketing, the sooner you’ll have a serious competitive advantage in
marketing to 3.5 billion mobile customers and prospects, wherever they may
be.
Contact Us
To arrange a meeting with a representative of Whoop, please call
877-88Whoop or email us at info@whoopmobile.com.