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Reach Consumers On The Go

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  • 1. REACH CONSUMERS ON THE ALFREDO TAN Yahoo! Canada Mobile
  • 2. AGENDA 1 Why Mobile? 2 Insights 3 Mobilizing your Brand 4 Yahoo! Mobile Products Yahoo! Advertising Solutions 5
  • 3. THE BASICS • 70% use their phone as an alarm  clock • Six out of every ten people sleep  with their cell phones in bed • A lost wallet is reported every 26  hours, a lost cell phones is  reported every 68 minutes. • Mobile penetration has reached  levels greater than 100% in 30  countries • Mobile penetration in Canada has  reached 67% (21.5 Million  subscribers)
  • 4. WHY MOBILE? The Opportunity is Massive 5 4.5 4 3.5 Devices (Billions) 3 2.5 2 1.5 1 0.5 0 2013 2008 2005 Mobile Phones Personal Comput ers
  • 5. WHY MOBILE? All day, every day
  • 6. WHY MOBILE? Why Now? • Better Phones – Majority of new phones launched by Canadian carriers in  2009 have either full QWERTY keyboards or touch screens – Devices equipped with HTML browsers • Better Plans – Unlimited data plans have been introduced – Reduction in data plan costs • Improved Networks – 3G networks in place in Canada allowing faster browsing  and an Internet experience closer to that of a PC • Greater Content – Better connection between PC and mobile  email, social  networking, games and video
  • 7. INSIGHTS Adult users check information on the  mobile web twice as often as youth Source: CWTA 2008 Wireless Attitudes Study
  • 8. MOBILIZING YOUR BRAND Extension of Online Strategy • Mobile products and advertising  solutions  – Broadening of an organization's overall  online strategy – WAP site that performs similar actions as  PC site – Integrated marketing campaigns • PC Advertisements that drive users to the  WAP site – An addition media tool for driving brand  recognition and awareness
  • 9. MOBILIZING YOUR BRAND Extension of Online Strategy PC marketing under performed WAP marketing over performed CTR  >  1%
  • 10. MOBILIZING YOUR BRAND Mobile First Experience • As mobile web evolves, it will no longer be  sufficient to mimic the PC experience on a mobile  device.   • Developers will begin to tap into the unique  sociological and technological attributes that  differentiate a mobile device. (Android, iPhone) • They are highly personal and contain rich  information about the user’s behaviour and habits • Most importantly, mobile phones are: – Location aware – Personalizable – Open – Voice Enabled – Used 24/7
  • 11. YAHOO! MOBILE PRODUCTS Products: 1 The New Yahoo! Mobile Frontpage 2 Yahoo! for iPhones 3 Yahoo! for Smartphones 4 Yahoo! oneSearch
  • 12. YAHOO! MOBILE PRODUCTS Frontpage Fully redesigned Homepage: • Entirely open: integration with Yahoo! and 3rd party  communications services (Gmail, Hotmail) and social  networks (Facebook, Flickr, Twitter, etc.) • Fully personalized and customizable :Weather, stock  The essential  quotes, blogs, news sites, RSS feeds and sports scores can  Mobile Web  be added and arranged based on the  user’s choices. • Dynamic content: constantly updated News, Finance,  starting point Entertainment and Sports headlines with full stories • Vastly improved user interface • New and improved Yahoo! properties, plus the addition of  externally built widgets
  • 13. YAHOO! MOBILE PRODUCTS iPhone • Standalone iPhone Application  available for download through  the  App Store • Brings the new Yahoo! Mobile PRODUCTS YAHOO! MOBILE Homepage to the desktop of the  iPhone • Integration of video content into  oneSearch and News section • Allows product features to be  experienced in a richer, more  robust manner
  • 14. YAHOO! MOBILE PRODUCTS Smartphones • Provides a first‐class Internet experience • Allows users to download externally  developed widgets • Integration with oneSearch, new  mapping features, Stay Connected and  My Interests • Continuous access to popular topics     and news articles • Settings from My Yahoo! can be  imported for a seamless experience   between desktop and mobile
  • 15. YAHOO! MOBILE PRODUCTS oneSearch • Mobile‐optimized  search that gives  answers, not just  links • Presents key  information  directly to users  within “clusters” • Editorial features  ensure a relevant  user experience
  • 16. YAHOO! MOBILE PRODUCTS oneSearch Business Listings Company (Stock Quotes) Navigational NEW Movies and showtimes News Celebrity Weather NEW Events Sports (team & league) NEW Sports Player Wikipedia Yahoo! Answers Horoscope NEW
  • 17. ADVERTISING SOLUTIONS • Simple mobile banner campaigns – Average click through for past campaigns  > 1% – Landing page creation can be executed  internally at Yahoo!  Click2Call Click2URL  Click2SMS Click2Locate
  • 18. ADVERTISING SOLUTIONS Examples
  • 19. SUMMARY • The mobile opportunity is rapidly emerging – Quickly increasing mobile Internet usage means great  opportunity for advertisers – Attractive audience – tech savvy, educated, affluent • Organizations should start budgeting for mobile today – Go where the audience is going, especially the younger  demographic – Develop key learnings early – Keep up with the competition • Yahoo! is the leader in mobile – Top of the line mobile products with constant innovation – Reaches a wide range of heavily engaged users – Leading advertising solutions
  • 20. THANKS! please visit: ca.mobile.yahoo.com Also Stop by our booth to speak 1‐1 with  us (Alfredo, Matt, Heather, Vanessa) And Do not forget to visit the user  assisted setup with Vanessa and  Heather on Friday