Mobile: Powering Anytime Any Place Communications

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

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.

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

mobile is changing expectations
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

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

opportunity rings
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.

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

Benefits:
Low cost
Audience accessing the information is extremely engaged
Mobile audience is growing dramatically

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

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

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

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

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

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

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.

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

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.

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

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

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]

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Mobile: Powering Anytime Any Place Communications

by Resource Interactive on Feb 18, 2009

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Mobile: Powering Anytime Any Place Communications — Presentation Transcript