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MCA12 - David Fieldhouse - Mobile Future Group
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MCA12 - David Fieldhouse - Mobile Future Group


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  • 1. Customer Acquisition on Mobile
  • 2. We have two market leading brands The first UK based global mobile affiliate networkThe first end to end mobileapp tracking solution
  • 3. In mobile, clients sometimes hear things like this……. “Lets augment the mobile social brand experience into a hyper- real context mash-up. It’ll only cost 250 thou… ” Mobile & Social expert 2012
  • 4. But they prefer to hear things like this……… "If it doesnt sell, it isnt creative.”
 David OgilvySales and commerce is the lifeblood of advertising…
  • 5. You only need to do three things to sell product on mobileDevelop Advertise Optimise
  • 6. When clients developed E:commerce websites advertising spend followed
  • 7. And the growth rate has been extraordinary Advertising $s Follow Eyeballs – Ad Revenue per User = $49 in 2011E vs. $0 in 1994E 1995E 2011E Global Internet Ad Revenue $55MM $73B Ad Revenue per User $9 $49 Global Internet Users 6MM 1.5BSource: Global online ad revenue per Jupiter Communications (1995), ZenithOptimedia (2011). Internet users per Morgan Stanley estimate (1995)and comScore (2011). We note that comScore reports a lower global Internet user # than International Telecommunications Union.Copyright 2011. All rights reserved. 37
  • 8. The same will happen for mobile – but faster Despite Tremendous Ramp So Far, Smartphone Usage Still Has Huge Upside Global Smartphone vs. Mobile Phone Subscribers, 2011E 6,000 5.6B Mobile Phone Subscribers 5,000 4,000 Global Users (MM) 3,000 2,000 835MM Smartphone 1,000 Subscribers 0 Smartphone Users Mobile Phone UsersSource: Smartphone subscriber estimates per Morgan Stanley Research; Mobile phone subscribers per Informa (as of Q2:11).Note: While there are 936MM global 3G subscribers as of Q2:11, not all of them were smartphone users. One user may have multiple mobile subscriptions,therefore actual user #s may be lower than subscriber #s.Copyright 2011. All rights reserved. 14
  • 9. M-Commerce will revolutionise mobile advertising in the same way it did for desktop 2010 2011 45,000,000 48,500,000 Mobile phone Mobile phoneusers aged 18+ in users aged 18+ in UK UK 26,545,000 30,070,000 mobile media mobile media users (59%) users (62%) 22,950,000use M-Commerce 10% 25,220,000 use M-Commerce (51%) increase in M- (52%) Commerce users in UK Source: IAB Consumer M-CommerceStudies October 2010 & Sept 2011, comScore August 2010, July 2011 Base = All mobile users 2010=(1039), 2011= (1046)
  • 10. People are buying more each year via mobile£12.20 £17.49Average 2010 Average 2011transaction value transaction valuefor purchases for purchaseswith a card/bank with a card/bankdetails/paypal details/paypal Source: IAB Consumer M-CommerceStudies October 2010 & Sept 2011 Base = All mobile users 2010=(1039), 2011= (1046)
  • 11. Retail brands understand this and are developing their destinations for m:commerceSource: IAB Consumer M-CommerceStudies October 2010 & Sept 2011Base = All mobile users 2010=(1039), 2011= (1046)
  • 12. WARNING! Consumers will blame you if you get it wrongSource: IAB Consumer M-CommerceStudies October 2010 & Sept 2011Base = All mobile users 2010=(1039), 2011= (1046)
  • 13. We drive thousands of leads and sales for clients via their mobile sites – we know it works
  • 14. Mobile display advertising delivers the most sales and leads for clients
  • 15. But mobile can sell product in ways desktop can’t – SMS
  • 16. But mobile can sell product in ways desktop can’t – QR Codes QR
  • 17. The sales conversions stack up compared to desktop Mobile DesktopCTR 0.9% 0.01%Display sales conversion 3 - 18% 2 - 9%SMS sales conversion 6 - 15% n/aQR code conversion 5 - 22% n/a
  • 18. Consumers on balance don’t mind where they buy from so you need to develop for everyoneWhen buying a product or service using your mobile phone, do you generally prefer to.. 40% 26% 17% 17% prefer to don’t mind prefer to have no go directly as long as use app preference to website it does the job Source: IAB Consumer M-CommerceStudy Sept 2011 Base = All M Ccommerce Users (542)
  • 19. understand this - they have apps and sites iPadiPhone Android Blackberry HTML 5 Mobile Web
  • 20. mobile = More room bookings!
  • 21. now advertise their apps heavily in every global market – no different to mobile sitesAd Clicks App Downloads In-app Sales
  • 22. use our AD-X technology tooptimise downloads and sales globally
  • 23. The numbers are encouraging…… App PromotionAverage CTR 0.9 – 1.5%Average Display Conversion to download 3 - 8%Average SMS conversion to download 12 – 25 %Average QR Code Conversion to download 5 – 10%
  • 24. So in order to sell on mobile you must…..Develop Advertise Optimise
  • 25. But remember – don’t get carried away!
  • 26. HEEL ERG