Powering Anytime, Anyplace Communications Why Integrating Mobile is imperative Presented by: Troy Gibson, Director of Technology & Mobile Offering Champion Dan Shust, Director of Emerging Media

what we’ll cover Why integrate mobile now How mobile can be quick and impactful Where mobile is going

Why integrate mobile now

How mobile can be quick and impactful

Where mobile is going

The mobile phone may be the most prolific consumer product ever invented .

The mobile phone may be the most prolific consumer product ever invented .

quick facts about mobile 3.2 billion mobile subscribers in the world and expected to grow by at least a billion in the next few years Mobile phones are more prevalent than cars and credit cards It took 100 years for landline phones to spread to more than 80% of the countries in the world, wireless did it in 16 Fewer teens are buying watches now because they use their phones to tell time instead.

3.2 billion mobile subscribers in the world and expected to grow by at least a billion in the next few years

Mobile phones are more prevalent than cars and credit cards

It took 100 years for landline phones to spread to more than 80% of the countries in the world, wireless did it in 16

Fewer teens are buying watches now because they use their phones to tell time instead.

quick facts about mobile A recent study of Chinese mobile customers showed that the majority of them sleep within a meter of their phones. The phone that you have in your pocket, pack, or handbag is ten times more powerful than the PC you had on your desk 9 years ago Most mobile users in the world have never had a PC Functions of mobile phones go far beyond calling

A recent study of Chinese mobile customers showed that the majority of them sleep within a meter of their phones.

The phone that you have in your pocket, pack, or handbag is ten times more powerful than the PC you had on your desk 9 years ago

Most mobile users in the world have never had a PC

Functions of mobile phones go far beyond calling

mobile is changing expectations Constant connectivity heightens the on-demand expectation Content now must meet finely tuned relevance

Constant connectivity heightens the on-demand expectation

Content now must meet finely tuned relevance

AWARENESS CONSIDERATION SELECTION LOYALTY Friends & Neighbors Mass Media message Grocery staff At shelf/ on pack messaging Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing PURCHASE

a new customer journey Proliferation of new interaction points Opportunities for new partnerships Journey varies by target

Proliferation of new interaction points

Opportunities for new partnerships

Journey varies by target

mobile is changing the consumer journey A ForeSee Results* study found 29% of U.S. consumers have used a mobile phone while shopping in a retail store. 72% have called someone about a product they might purchase 40% have sent a picture of a product they might purchase 24% have used an m-commerce site or application to compare prices 5% have used an m-commerce site or program to look up product reviews. * Internet Retailer January 16, 2009

A ForeSee Results* study found

29% of U.S. consumers have used a mobile phone while shopping in a retail store.

72% have called someone about a product they might purchase

40% have sent a picture of a product they might purchase

24% have used an m-commerce site or application to compare prices

5% have used an m-commerce site or program to look up product reviews.

* Internet Retailer January 16, 2009

opportunity rings Enhance consumer engagement Integrate all customer touchpoints Extend overall brand messaging Improve deliverability of on-demand content Elevate the entire experience

Enhance consumer engagement

Integrate all customer touchpoints

Extend overall brand messaging

Improve deliverability of on-demand content

Elevate the entire experience

Start now so you can hook mobile consumers and evolve your program as mobile technology evolves.

Start now so you can hook mobile consumers and evolve your program as mobile technology evolves.

build a mobile web site Focus on providing relevant ‘in the moment’ information to support consumer purchase intent Site Search Store locator Product Information Ratings and Review information Customer Service Information Pull data from your existing online presences

Focus on providing relevant ‘in the moment’ information to support consumer purchase intent

Site Search

Store locator

Product Information

Ratings and Review information

Customer Service Information

Pull data from your existing online presences

build a mobile web site Benefits: Low cost Audience accessing the information is extremely engaged Mobile audience is growing dramatically

Benefits:

Low cost

Audience accessing the information is extremely engaged

Mobile audience is growing dramatically

build a mobile web site Other Considerations: Include Mobile Video where appropriate – Mobile video watching increased 11% from Q2 2008 to Q3 2008 that equates to over 3.5 hours per month according to Nielsen 1 Aggregate information to help guide the user An estimated 85 percent of iPhone users browse the Web on their handset (M-Metrics) 2 Optimizing the experience does not mean sacrificing a good creative execution 1 Nielsen Report - A2/M2 Three Screen Report3rd Quarter 2008 2 Mobile Marketer – Jan 29, 2009

Other Considerations:

Include Mobile Video where appropriate – Mobile video watching increased 11% from Q2 2008 to Q3 2008 that equates to over 3.5 hours per month according to Nielsen 1

Aggregate information to help guide the user

An estimated 85 percent of iPhone users browse the Web on their handset (M-Metrics) 2

Optimizing the experience does not mean sacrificing a good creative execution

1 Nielsen Report - A2/M2 Three Screen Report3rd Quarter 2008

2 Mobile Marketer – Jan 29, 2009

build a mobile web site

advertise in the mobile space Support overarching marketing initiatives Drive traffic to the mobile website Advertising opportunities include banner advertising and SMS ad insertions Benefits: Mobile ad industry is not saturated Higher recall than other online marketing efforts Per page ad competition is extremely low

Support overarching marketing initiatives

Drive traffic to the mobile website

Advertising opportunities include banner advertising and SMS ad insertions

Benefits:

Mobile ad industry is not saturated

Higher recall than other online marketing efforts

Per page ad competition is extremely low

advertise in the mobile space Other Considerations: The CTA for the user has to have a higher perceived value versus traditional online ads On average consumers do not use up more than 50% of the 160 characters available for SMS, this means that space is available for advertising purposes 1 “ Marketers need to consider thoughts as well as thumbs when it comes to mobile advertising” – Duncan Southgate, Director at Millward Brown 2 Branded ad awareness increased by more than 30% Future purchase consideration increased by 23% among users of the brand and 11% among non-users 1 http://www.tekelec.com/news-&-events/docs/Mobile_Advertising_20May2008_FINAL.pdf 2 http://www.contagiousmagazine.com/News%20Article.aspx?REF=631&IsArchive=false

Other Considerations:

The CTA for the user has to have a higher perceived value versus traditional online ads

On average consumers do not use up more than 50% of the 160 characters available for SMS, this means that space is available for advertising purposes 1

“ Marketers need to consider thoughts as well as thumbs when it comes to mobile advertising” – Duncan Southgate, Director at Millward Brown 2

Branded ad awareness increased by more than 30%

Future purchase consideration increased by 23% among users of the brand and 11% among non-users

1 http://www.tekelec.com/news-&-events/docs/Mobile_Advertising_20May2008_FINAL.pdf

2 http://www.contagiousmagazine.com/News%20Article.aspx?REF=631&IsArchive=false

advertise in the mobile space Thank for your vote on Project Runway For Nordstrom’s BP Fashion & exclusive content on your phone, click here: http://nordstrom.mobi

mobile couponing and sampling Provide consumers ‘in the moment access’ to trial opportunities – do not lose the sale because of a barrier Incentivize behavior at the proper moment Mobile coupon redemption rates today exceed print coupon redemption – on average 5%–6% versus paper’s 2% Consider Loyalty Card loading especially for CPG companies Benefits: Can send regionally to test efficacy of program Excellent for reaching younger consumers and ethnic demographics, who use texting instead of email

Provide consumers ‘in the moment access’ to trial opportunities – do not lose the sale because of a barrier

Incentivize behavior at the proper moment

Mobile coupon redemption rates today exceed print coupon redemption – on average 5%–6% versus paper’s 2%

Consider Loyalty Card loading especially for CPG companies

Benefits:

Can send regionally to test efficacy of program

Excellent for reaching younger consumers and ethnic demographics, who use texting instead of email

have a plan for mobile apps Mobile applications provide greater engagement and utility for the user iPhone and iTouch devices are getting the most attention, but RIM, Google, and Microsoft phones will be catching up quickly. Information is always available for the user Benefits: Greater brand affinity with your consumers Features and functionality that is always on and on-demand Be able to answer the question from your boss Competition is limited but quickly gaining ground Integrate advertising and offers with the experience

Mobile applications provide greater engagement and utility for the user

iPhone and iTouch devices are getting the most attention, but RIM, Google, and Microsoft phones will be catching up quickly.

Information is always available for the user

Benefits:

Greater brand affinity with your consumers

Features and functionality that is always on and on-demand

Be able to answer the question from your boss

Competition is limited but quickly gaining ground

Integrate advertising and offers with the experience

have a plan for mobile apps

integrate across platforms Provide ‘Send to Phone’ functionality from your online experiences Allow people to opt-in to your CRM programs from the mobile experience – SMS or Mobile Web Add to your online wish list from your phone

Provide ‘Send to Phone’ functionality from your online experiences

Allow people to opt-in to your CRM programs from the mobile experience – SMS or Mobile Web

Add to your online wish list from your phone

Mobile= Life Hub

Mobile= Life Hub

the future of mobile Within the next 1.5 - 3 years we will see dramatic advances in how consumers use these devices to retrieve, share and create information and interactions.

Within the next 1.5 - 3 years we will see dramatic advances in how consumers use these devices to retrieve, share and create information and interactions.

the future of mobile The consumers’ behavioral changes will require a sea change with regards to how corporations/brands interact with them.

The consumers’ behavioral changes will require a sea change with regards to how corporations/brands interact with them.

the future of mobile Mobile devices will become the de facto standard for the majority of digital interactions within 3-5 years. (They already are in many areas of the world.) All mobile phones will become (in essence) “smart” phones.

Mobile devices will become the de facto standard for the majority of digital interactions within 3-5 years. (They already are in many areas of the world.)

All mobile phones will become (in essence) “smart” phones.

the future of mobile Netbooks/tablets become very popular. True “laptop” computer usage will decline. The traditional desktop computer will cease to exist (fuses with entertainment center).

Netbooks/tablets become very popular.

True “laptop” computer usage will decline.

The traditional desktop computer will cease to exist (fuses with entertainment center).

Let’s see what’s on the cutting edge

Let’s see what’s on the cutting edge

advanced device design Android G1 iPhone Blackberry Storm Palm Pre

advanced device design Nokia Morph Nokia 888

better browsing The New York Times ESPN Nike

OPEN platforms & app stores Apple iTunes App Store Android Market Blackberry Application Storefront

branded experiences Chanel Ford Pink Audi

branded experiences Nike Kraft The North Face Coca Cola

location awareness Loopt OpenTable Where Yelp!

location awareness Ecorio CitySense

location awareness Sonic Lighter Boxers vs Briefs Obama vs McCain Steelers vs Cardinals

mobile shopping/mcommerce Walmart Cellfire Target Amazon Godiva

coding and tagging Microsoft Tag ShopSavvy Android App Polo QR Code Many ways to connect

augmented reality iStylist

augmented reality Wikitude AR Travel Guide (Android)

augmented reality SekaiCamera (iPhone)

augmented reality Translation Decision Support Wayfinding

Resource Interactive’s Mobile Capabilities Mobile Alerting Mobile Experiences M-Commerce including Couponing Send to (and From) Phone (SMS and MMS) Usability Testing for the iPhone Mobile Consulting iPhone, BlackBerry, and Android Application Development

Mobile Alerting

Mobile Experiences

M-Commerce including Couponing

Send to (and From) Phone (SMS and MMS)

Usability Testing for the iPhone

Mobile Consulting

iPhone, BlackBerry, and Android Application Development

Q & A

thank you. http://www.resource.com http://www.theopenbrand.com NEW BUSINESS Melissa Dorko [email_address] SPEAKING ENGAGEMENTS Megan Burnside [email_address] PRESS Holly Davis [email_address]