Mo bile Marke ting
12 June 2009
To m Gray
Co nte nt S trate g is t

Mo bile Marke ting
Why am I he re ?
Mo bile Wo rld Co ng re s s Feb 09
Co ntag io us Mo bile Apps S pe c ial Re po rt M 09
ay
Scott Seaborn, Head of Mobile Technologies, Ogilvy
Dave Gwozdz, CEO, Mojiva
Antony Douglas, Head of Content, O2
Matthew Kershaw, Head of Digital, BBH
Dan Rosen, Head of Mobile, AKQA
Steve Vranakis, Creative Director, VCCP
Peter Bryant, Senior Vice President, Icom

Mo bile Marke ting
Why no w ?
• “The third s c re e n”
• 1 bn iPho ne app do wnlo ads
• Ubiquito us wire le s s bro adband
• Eas y fo r c o ns ume rs to do mo re than jus t talk and te xt
• Affo rdable s e rvic e s (c appe d data rate s )
• 33% o f wo rldwide we b traffic in Fe bruary 2009 No pre s e nc e o n
• But mo bile de vic e s
•Only 5% o f mo bile o wne rs bro ws e the mo bile Inte rne t
in 2009 o r 2010
is e quivale nt to
•9% s e nd o r re c e ive e mail o n the ir pho ne
no we b s ite
•We ’re s till imitating pre vio us te c hno lo g y
c irc a 1999 o r 2000

Mo bile Marke ting
PHOTO - Gre ys c ale
S o what make s mo bile diffe re nt?

Mo bile Marke ting
It’s Po rtable
• Offe r c o nte nt and func tio nality re le vant to
e nviro nme nts o uts ide the ho me
• Cas e s tudie s
•Glas to nav
c o nte nt, maps and c us to mis e d itine rarie s
no ne e d fo r inte rne t c o nne c tio n
Guinne s s Pas s po rt to Gre atne s s
http ://www .yo utube .c o m /watc h ? v= jo Z3 c e vUztg

Mo bile Marke ting
It’s Co nte xtual
• The be s t apps are c o nte xtually re le vant – iPint, o vi maps
• Co nte nt and func tio nality s ho uld be re le vant to the e nviro nme nt
• Cas e s tudy
• Lynx Effe c t - Cre ating a s hare d e xpe rie nc e
“Turning yo ur mo bile pho ne into a pulling mac hine ”
http ://www .yo utube .c o m /watc h ? v = Kb 4 aD2 BVqYQ

Mo bile Marke ting
It has built-in pe riphe rals
• The wo rld ’s larg e s t manufac ture r o f c ame ras and
radio s ?
• S pe ake r, mic ro pho ne , g ps , ac c e le ro me te r, he art
mo nito r – what c an we us e the m fo r?
• No t jus t abo ut c o mmunic ating , no w it’s abo ut c re ating ,
re c o rding and me as uring
• Cas e S tudie s
•Wimble do n 2009 Aug me nte d re ality
http ://www .yo utube .c o m /watc h ? v =7 VZo Dmqc Z34
• kia S po rts trac ke r – us ing the pho ne ’s
No
me as ure me nt to o ls as a c o nte nt c re atio n to o ls
http ://s po rts trac ke r.no kia .c o m
•Lynx S ay Che e s e – http ://
www .lynxe ffe c t.c o m /#/to o ls /mo bile _ s ay _ c he e s e .as px

Mo bile Marke ting
It’s s mall
• Unintrus ive , s urre ptitio us
• Can be s hare d
• But: Us ability implic atio ns
• Cas e s tudy
•Fanta S te alth S o und S ys te m (Og ilvy ) – Exc lus ive , hig hly targ e tte d
•http ://www .yo utube .c o m /watc h ? v= o -ID2 OQzvUk

Mo bile Marke ting
What s hall we make ?
• S ave time o r kill time ?
• Ho w brands c an c o nne c t us ing mo bile
• Fun : e as ie r to de ve lo p , but lac k lo ng e vity
• Us e ful: re quire s mo re R&D but c an e xte nd the re latio ns hip
• Ho w c an mo bile enhance a c ampaig n ?
• Do n ’t fo rg e t s ms !

Mo bile Marke ting
Who fo r?
• “I want to build an ipho ne app”
• 98% o f c re ative dire c to rs have an ipho ne , 2% o f the g e ne ral public
• ipho ne , java o r mo bi
• iPho ne – 1 bn do wnlo ads
• Ge tjar – 400 m do wnlo ads , 1414 s uppo rte d de vic e s
• mo bi – is s ue o f c o nne c tivity and data rate s
• S ize o f marke t vs us e r e xpe rie nc e

Mo bile Marke ting
Who fo r?
PHOTO - Gre ys c ale

Mo bile Marke ting
Kno w yo ur marke t
Unde rs tanding The Co nne c te d
Co ns ume r

Mo bile Marke ting
Kno w yo ur marke t
Wo rldwide S martpho ne S ale s to End Us e rs by Ve ndo r (tho us ands o f units ) /
20000
18000
16000
14000
12000 No kia
10000 RIM
8000 Apple
6000
4000
2000
0
Q4 Q1 Q2 Q3 Q4
2007 2008 2008 2008 2008

Mo bile Marke ting
Kno w yo ur marke t

Mo bile Marke ting
Ho w do we g ive it away ?
• S till ne e ds to be part o f ano the r c ampaig n
• Gas to nav o n be e rmug s
• Fanta o n c ans
• Guinne s s - e mail blas ts , we bs ite , c o mpe titio n ,
s ho rt c o de at the e ve nt.
• Blue to o th brand ambas s ado rs
• Us e multiple s ho rtc o de s to e nhanc e me as ure me nt