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Let's Talk Business - Mobile Internet 07.06.11
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Let's Talk Business - Mobile Internet 07.06.11

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Two-thirds of Australians own smartphones and are accessing the web, watching video, engaging mobile apps, using location marking services, and accepting advertising in return for content.

Two-thirds of Australians own smartphones and are accessing the web, watching video, engaging mobile apps, using location marking services, and accepting advertising in return for content.

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  • Introduction – Mogeneration is a leader in Digital publishing – we originally began as an iPhone mobile developer and over time realised that creating bespoke apps for businesses was costly but also there was a set formula and requirements that people were asking for WE combined this experience to create a platform that brings together the requirements – avaialble now as our mature and ever improviing platform Oomph. Mogen we ave won awards including the AIMI finalists in 2010… etc
  • The Nielsen Company research states that 91% of iPad owners have downloaded at least one application for their device, with 63% of those being a paid application. 1 The fourth edition of The Nielsen Company’s State of the Media, The Neilsen Company 2010.2MarketsandMarkets research firm’s ‘World Mobile Applications Market (2010 – 2015)’ report3 The fourth edition of The Nielsen Company’s State of the Media, The Neilsen Company 2010.
  • Go full tablet, make it rich, make it meaningful
  • Brings together the beautiful designs of print with the rich media experiences available on digital, Focused: By focusing on tablet media as a core competency, not an up sell or PDF viewer bolt on, you won’t need to invest in new work flow systems or have to buy a larger than needed suite of products.
  • Partnershipphiloshop
  • Partnershipphiloshop
  • Imagine if you could track sit on your readers shoulder, track what they read, where they go, how they interact with your content. What content they like the most – ie gourmet traveller might all love the recipes?CTA can be going to we
  • SMH…. “more content in App”… from offline
  • Direct CTA – combines beauty of TVCs with direct response of digital – allowing custoemrtointerct with the ad. EgrenaultWhat price advertising?For smaller players it’s about targeting the right audience with rich experiences.

Transcript

  • 1. The Mobile Internet
    Because every customer is mobile
    FoadFadaghi– Research Director & Principal Analyst for Mobility and Media, Telsyte
    Dan Swan – Head of Client Services & Operations, Mogeneration
    Ian Farmer – Digital Strategist, Webling Interactive
    Moderated by Paul Wallbank
  • 2. The Mobile Internet
    Because every customer is mobile
    FoadFadaghi - Research Director & Principal Analyst for Mobility and Media, Telsyte
    Dan Swan – Head of Client Services & Operations, Mogeneration
    Ian Farmer – Digital Strategist, Webling Interactive
    Moderated by Paul Wallbank
  • 3. Tablet Digital PublishingMogeneration
    Dan Swan
  • 4. Why Publish to Tablet?
    Tablet trends
    750,000 iPads sold to date with over 1million by end of 2011
    PwC Forecast for 5million iPads only by 2015
    That’s TWO per household
    Android devices coming thick and fast but currently have low numbers – approximately 15-30,000 units shipped/sold
    The 10th billion app was downloaded in January 2011, the global app market set to be worth $25 billion by 2015 with Apple’s share 20%
    Evolution of data consumption; 3 of the top 10 activities on an iPad; news, magazines and books.
  • 5. What publishers ask for
    Total control of their brand and their design
    Grab the opportunity in the new touch technology
    An easy to learn, easy to use process. Leverage skills and workflows that exist in their business already
    A cost effective process; with no risky large financial outlays
    Rich customer engagement when and where they want it
    ROI on digital content
    Mogeneration’s Oomph Digital Publishing platform answers this.
  • 6. Mogeneration’s Oomph
    Licensed publishing platform that enables traditional publishers, corporates and agencies to create beautiful magazine style applications.
    Oomph brings words, photos, video, audio, location and touch experiences together using the skills and workflows that exist in your business already
    Simplicity - Designers not programmers – no integration needed
    No cost of ownership - we take care of software updates, support, new feature releases
    Allows you to broaden your brand, create new revenue streams and captivate and engage your audience
  • 7. You’re in good company
  • 8. Some of our SME’s
  • 9. New World of Analytics
    Brings a new level of accountability to
    publishing
    Dashboard view of length and frequency of
    Sessions (per day/ week/ month)
    Compare App performance against existing content, against similar apps in the same category or across the whole app store
    Track journeys & events – what route did they take, what content did they spend the most time on
    Did they share info, bookmark it, go to a related website
    How long they spend engaging/ interacting with advertising/did they respond to the Brand and/or CTA
  • 10. Marketing your App
    Jump in – make it a priority for your whole business
    As with all Digital Media – use the data - measure; analyse; optimise the user content experience
    Leverage the HUGE digital distribution networks:
    Apple App store – PAID downloads & subscriptions
    Google Adwords – Performance driven ads
    Social media – Facebook, Twitter, etc all extend your brand and reinforce with CTA “Download & BUY App”
    Don’t forget to leverage offline media– print, radio, TV, etc to showcase your apps and content
    And finally… It’s all Digital… don’t let the Tablet be as the iPod was to the music industry.
  • 11. Future Opportunities/ Challenges
    Advertising – better targeting, more specific feedback for media & sales
    Learn what type of content, media, CTA’s, etc works in this environment.
    Potential to overlay it with audit data.
    Create new revenue streams & advertising business models
    Track app subscriptions – provide discounted rates, membership discounts.
    Paywall creates revenue for digital data that historically was free, safe guarding your skilled workforce and content.
  • 12. Contact
    Dan Swan
    Head of Client Service
    +61 415 124 475
    dan@mogeneration.com
  • 13. The Mobile Internet
    Because every customer is mobile
    FoadFadaghi – Research Director & Principal Analyst for Mobility and Media, Telsyte
    Dan Swan – Head of Client Services & Operations, Mogeneration
    Ian Farmer – Digital Strategist, Webling Interactive
    Moderated by Paul Wallbank
  • 14. Webling Interactive
    Mobile Marketing for SME’s
    Strategies for the future of mobile
    Ian Farmer Strategy Director Webling
  • 15. 35% of Smartphone users use an app before getting out of bed
    Source: Ericsson ConsumerLab study http://www.ericsson.com/thecompany/our-insights/consumerlab
  • 16. Elements of a Mobile Strategy
  • 17. Mobile Strategy: Branded Entertainment
  • 18. Mobile Strategy: Mobile Advertising
    75% Australians comfortable with mobile ads
    Perceived top benefits
    • Introduced you to something new 56%
    • 19. Helped you learn more about something 37%
    Source: “A Global Perspective on Mobile Advertising”
    Consider mobile within advertising mix
  • 20. Mobile Strategy: QR codes
    From print, outdoor to online
    Extend communications
  • 21. Mobile Strategy: Payments
    • Ebay
    • 22. 2.5 million items via mobile (Aust 2010)
    • 23. One every 15 seconds or $2M / week
    • 24. 8% of Australian eBay transactions - Mobile
    • 25. Selling App - simplified experience
    • 26. Mobile commerce in Aust $155 million
    • 27. = World in 2009
    Does your business allow for m-commerce?
    6/8/2011
    20
  • 28. Mobile Strategy: Twitter
    >40% of tweets published from mobile device
    Establishing relationships with key influencers
    Mobile communications channel
    “Special 2 for 1 offer today only”
  • 29. Mobile Strategy: Podcast / Vodcasts
    Live / pre-corded broadcasts
    Product instruction
    What Mobile friendly content do you have?
    Short 2-3 mins
    http://www.dailygrape.net
  • 30. Mobile Strategy: Places
  • 31. Mobile Strategy: Location based marketing
    Engaging your existing customers and prospects to leverage online announcements to reward loyalty, and augment word of mouth marketing and referrals.
  • 32. Mobile Strategy: Coupons & Deals
    Specials & Last min offers
    Facebook DEALS – coming soon
    • Drive’s measurable foot traffic
    • 33. Promotes product trial
    • 34. Socialises deal redemption via facebook
  • CASE STUDY : McDonald’s FourSquare day Campaign
    McDonald’s randomly offered $5 and $10 gift cards to users who checked on foursquare day (4/16)
    Results:
    Generated 2,865 total check-ins
    Increased check-ins by 33%
  • 35. SME Takeaways for mobile
  • 36. Tip # 1: Mobilise your website
    Have you logged into your website via your smartphone?
    What core information on mobile?
    Include Mobile sitemap
    Review metrics
  • 37. Tip # 2 Stake your claim to places pages
  • 38. Tip # 3: Encourage Testimonials, Rate & Reviews
    Understand that people will review you, help them
    Future mobile web will be dominated by maturing recommendation engines
  • 39. Tip # 4: Encourage and reward check-ins
    Is foot-traffic important for your business?
    Recognise the viral effect of the check-in
    Facebook deals launching soon in Aust
    Connect with mayors, ambassadors, leaders, duchesses, chiefs, poobahs and sheriffs.
  • 40. Tip #5 Experiment while you can
    Don’t FAIL to LEARN
    DO FAIL to LEARN
  • 41. Ian Farmerian@webling.com.auTwitter: @ifarmer
    webling interactive
    Extraordinary Brand Experiences Online
    www.webling.com.au
  • 42. The Mobile Internet
    Because every customer is mobile
    Please join us at these upcoming Let’s Talk Business events:
    Leadership Exchange – Role models for success Tuesday 19 July
    Tickets can be purchased tonight at the registration desk