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What women want... in Mobile?
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What women want... in Mobile?

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Everyday, brands are exploring new ways of engaging conversations with their consumers. And Mobile, the fastest growing media, is one of them. ...

Everyday, brands are exploring new ways of engaging conversations with their consumers. And Mobile, the fastest growing media, is one of them.

Is Mobile really all about males? What about women? What do they want to hear from brands? What kind of interaction do they expect?

How different are the female expectations when it comes to mobile marketing?

On May 7th 2009, as part of its Dynamic Insourcing programme, Cleverwood invited the major actors in the mobile market to talk about the growing importance of mobile media for women to help understand : What women want... in Mobile.

Check http://www.cleverwood.be/blog

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    What women want... in Mobile? What women want... in Mobile? Presentation Transcript

    • Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels.
    • Traditional online advertising is losing its influence on consumers. Cleverwood is your NEW MEDIA Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels.
    • Listen, Think, Create & make waves Cleverwood is your New Media CONSULTING partner, providing expertise, knowledge and Consulting services for Web, Mobile, Interactive Television and emerging channels.
    • Listen, Think, Create & make waves Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting SERVICES for Web, Mobile, Interactive Television and emerging channels.
    • TURN ON YOUR PHONE... #trendssession
    • Introducing Dynamic Insourcing Cleverwood is your New Media Consulting partner, providing expertise, KNOWLEDGE and consulting services for Web, Mobile, Interactive Television and emerging channels.
    • Community animation Twitter opportunities FRIDAY SESSIONS Case Study mobile app Monitoring Social media Geo-localization Innovative mash-ups Scrum : tips & tricks Friday Sessions are organized internally within Cleverwood, Career mgt 2.0 where a few external people are Basecamp also invited. Webwriting Their goal is to share the knowledge on a particular hot topic between Cleverwood staff members.
    • The future of IDTV Mobile Advertising TRENDS SESSIONS Radio 2.0 Mobile User Experience Enterprise 2.0 The end of Websites Public Relations 2.0 Trends Sessions are part of the Cleverwood‟s Knowledge iPhone revolution Sharing Program, aiming at Best Cases leveraging our consultants‟ Usability 2.0 experience and expertises with our network. Trends Sessions occur quarterly and feature Cleverwood senior management members and famous keynotes from the industry.
    • TRENDS SESSIONS What women want ... in Mobile?  Segmentation in Mobile - Fabian Tilmant  Mobile usage: what women do, what women want, what women expect - Melanie Mc Cluskey  Mobile as a media: How to provide information, inspiration, social awareness & participation and entertainment to women segment - Carole Lamarque  Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean
    • TRENDS SESSIONS What women want ... in Mobile?  Segmentation in Mobile - Fabian Tilmant  Mobile usage: what women do, what women want, what women expect - Melanie Mc Cluskey  Mobile as a media: How to provide information, inspiration, social awareness & participation and entertainment to women segment - Carole Lamarque  Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean
    • SEGMENTATION IN MOBILE Fabian Tilmant Cleverwood www.cleverwood.be/blog +32486286190
    • WE ARE ALL DIFFERENT © Ms. Abitibi
    • WE USE DIFFERENT KIND OF PHONES © Chris Jordan
    • postpaid prepaid WE HAVE DIFFERENT OPERATORS & TARIFF PLANS AND USE DIFFERENT SERVICES © Chris Jordan
    • WE LOVE DIFFERENT BRANDS
    • WE LOVE DIFFERENT BRANDS
    • WE LOVE DIFFERENT BRANDS
    • WE LOVE DIFFERENT BRANDS
    • WE LOVE DIFFERENT BRANDS
    • THAT’S WHY WE NEED SEGMENTATION USER DEVICE NETWORK BRAND
    • USER SEGMENTATION SEX AGE MARITAL STATUS INCOME LEVEL MEDIA CONSUMPTION WORKING SITUATION HOUSEHOLD COMPOSITION BELIEFS HOBBIES USER DEVICE NETWORK BRAND
    • DEVICE SEGMENTATION TECHNOLOGY GPS, MMS, 3G, Bluetooth… INTERFACE Screen size, Touch screen, compass, accelerometer… SERVICES Pictures upload, (micro)blogging tool, maps… USER DEVICE NETWORK BRAND
    • NETWORK SEGMENTATION TARIFF PLAN Prepaid, Postpaid, Automatic reload… MOBILE OPERATOR NETWORK CAPABILITIES MMS, 3G, Location Based Services… LOCATION Roaming, Low network zones… USER DEVICE NETWORK BRAND
    • BRAND SEGMENTATION BRAND PROMISE BRAND VALUES BRAND IMAGE BRAND CULTURE BRAND PERSONALITY BRAND PRODUCT/SERVICE OFFERING BRAND PRICING BRAND TARGET GROUP BRAND COMPETITIVE LANDSCAPE BRAND RELATIONSHIPS USER DEVICE NETWORK BRAND
    • TRENDS SESSIONS What women want ... in Mobile?  Segmentation in Mobile - Fabian Tilmant  Mobile usage: what women do, what women want, what women expect - Melanie Mc Cluskey  Mobile as a media: How to provide information, inspiration, social awareness & participation and entertainment to women segment - Carole Lamarque  Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean
    • by Melanie Mc Cluskey Director Customer Intelligence Center Belgacom Group Status 27.04.09 CMI In Mobile
    • Women, eternal source of inspiration…..
    • Women ARE mobile by essence  Women did not wait for the gsm to be mobile !  How did they do before ? They just did it… Multi-support communication strategies  By essence, women are multi-tasking and have parallel and simultaneous fields of thoughts….  And they have always managed this !  May be is it by observing women that the gsm has been created ?
    • Women’s identity is in the center of any innovation that can successfully take off Today, women have become …and actively look for… …so they can feel …. ►In command ►Simplicity ►More techi-knowledgeable ►Guidance ►smart ►More Critical (= anti gadget) ►Efficacy ►empowered ►More Participative ►Personal involvement ►Unique ►A bit lost in a chaotic world ►Reference ►Included ►Authenticity ►understood ►Reassurance ►respected ►Participation ►serene ►Flexibility ►quietness
    • The road to success with women  If a solution is : – Simplifying – Reassuring – Useful – Substitute to an alternative – Stimulating creativity – Enhancing  …there is a high chance that they will first adopt….and then adapt !  You can count on women to give a second life to the original purpose of the innovation that is offered to them .  Women are natural CO CREATORS, first look at them, and then propose…  With women, the preliminaries are not an option  !
    • Companies need to first observe, listen and then only propose  We now have multiple ways to really observe women and the usage they do, not only of gsm, but of any communication tool  We can then, from this observation, create a dialogue with them, and propose and test solutions that are adapted to their needs.  It is key for us, companies, to turn the so-called “women as consumers’ power” into opportunities of loyalty and innovation  To be really empathic, we need to listen and then, create the unique links between their stated needs and the solutions that women had not thought about, but that they will be the first to adopt if they find them :  relevant to them  easy to use  easing their lives
    • Women and the mobile phone
    • Enabling versus empowering  Some usage differences :  Women do not call longer than men during rush hours  Women make a little less calls than men, but make longer calls than men  In total (including sms) women communicate just a bit more than men  Men call more from work and women from home  Women’s main topic of communication via GSM is about friends and family (for men = equal focus on friends than on leisure)  But women do not FEEL that they use their gsm differently than men and don’t like to think this, and to be told about it.  The key differences are :  in the contents that they look for, rather than in communication patterns  in the style and design of the devices  Women use the phone more as medium for personal and emotional exchange , while males see the mobile phone primarily as an empowering technology that mainly increases the independence from, not the connectedness the social environment.
    • The gsm : the ideal (t)easing tool  For women, GSM is not just an accessory, and they don’t just make a useful usage of it. They use it to enable them to accomplish their multi tasking life  A survey done for Vodafone revealed some inspiring facts : – 20% of mobile users send snaps of themselves in new outfits to friends for the thumbs-up – 18% take pictures of shoes or clothes on display to show pals before making a serious fashion faux-pas – 5% take pictures of snappy dressers that they see on the high street to copy their style – 15% frequently pull out their camera phones to photograph the sides and backs of their hair – 10% use their camera phones as a mirror to check their make-up – 4% even resort to getting the phone out in the middle of a restaurant after dinner - to check they have clean teeth – More than 20% use their phone to capture details of a new property – 15% send pictures of new furnishings to partners to get an opinion before giving the house a make-over  For women, the GSM is the tool that eases and teases their lives.
    • Women : test bed for optimal take off ?  If it works with women, it will work for good, as women adopt innovation only when really useful to them, not like men, who have more of an addiction to novelties and an eagerness to try out that disposes them to adopt immediately all kinds of new equipments, even if not relevant.  Once adopted by women, innovations follow a much steeper adoption path, as women like to share what has helped them , and know how to convince.
    • Ease and tease : Looking for feminine contents and applications…
    • Start from who THEY are … not from what WE want them to be  Brands have to be empathic, but resist to the temptation of being “friends” with women. Don’t forget, they don’t need us, they have their own friends   They need applications that do not try to change who they are and what they choose to do, but that help them – be who they are even more intensively – Do what they chose to do even more effectively  If they feel we want to derive them from their own world, they will just as well reject our offers.  We need to listen and observe with empathy, and anchor our offers on who women are – not on what we would like them to be
    • Guidance towards an extension of their world  They need our guidance in the mobile world.  They need pre-digested applications, that are easy to use, and access to, self- explanatory, and contagious  They count on mobile applications and contents to INFORM them, rather than ENTERTAIN them.  They need to be stimulated, based on what they usually do, not out of their comfort zone.  Applications should be continuous, while they can be more disruptive with men.
    • And don’t forget : surprise them !  We also need to avoid limitating our offers to what they say they need, otherwise no possible break-through innovation.  Listen observe them, understand their hidden and unstated needs  And then Surprise them !
    • TRENDS SESSIONS What women want ... in Mobile?  Segmentation in Mobile - Fabian Tilmant  Mobile usage: what women do, what women want, what women expect - Melanie Mc Cluskey  Mobile as a media: How to provide information, inspiration, social awareness & participation and entertainment to women segment - Carole Lamarque  Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean
    • What Women Want • in Mobile Carole Lamarque Business Unit Mobile • Sanoma Magazines Belgium http://mobilecatchup.blogspot.com for Cleverwood Trend Sessions
    • « Skip this if you are a Belgian telco geek, like me » facts
    • Market Information  Mobile telecommunications market – Total subscriptions Q4 2008: 11.344.100 – Total revenues Q3 2008 (EUR million): 1.095.5 – Blended monthly ARPU in Q3 2008 (EUR): 29.31 – SMS revenues: 127.71  Mobile Operators Data Proximus Mobistar Base Total subscriptions Q4 08 4.903.000 3.836.000 2.605.100 Market share Q4 08 43.22% 33.81% 22.96% Prepaid subs Q3 08 (%) 47.96% 43.70% 79.13% Postpaid subs Q3 08 (%) 52.04% 56.30% 20.87% Growth rate (%) Q4 07 to Q4 08 6.12% 9.92% 7.35% Total net additions Q3 08 56.000 29.800 88.130 © Netsize Guide 2009 – Informa Telecoms & Media 46
    • Mobile Marketing Insights  Mobile Marketing Budget (%) Future Current 12% 16% 23% Zero Zero 25% <5% <5% 10% 5-10% 21% 5-10% 10-25% 10-25% > 25% 15% > 25% 15% 36% 27% © Netsize Guide 2009 – Informa Telecoms & Media 47
    • Mobile Marketing Insights  Future Mobile Marketing Budget 2009/2010 (%) ranked by industry sector Mobile content 48% Online Community 42% Marketing & Services 28% Media 25% Telecoms 23% Technical service providers 19% Government & Industry 12% © Netsize Guide 2009 – Informa Telecoms & Media 48
    • Mobile Marketing Insights  Mobile Marketing Tactics SMS 64% SMS with wap push 46% Branded mobile content 36% Banner ads (on portal) 33% Brandend ads (off portal) 28% Brande mobile apps 27% MMS images/video 25% Ad-supported content 22% Sponsored links (adwords) 19% Mobile coupons 19% © Netsize Guide 2009 – Informa Telecoms & Media 49
    • « Telecom & Media Convergence you say.. » Brand SIM
    • Mobile Medium = Mobile Internet = 1to1 Medium Barriers Reasons to Believe Issues to address Strengths Mobile media suit advertisers as it enable them to Mobile value chain is specific & because operators address consumers on a true one to one basis play a central role in it {Devices, Pricing} SMB should embrace mobile advertising at an SMB needs to take its right full place in this new early stage value chain SMB Mobile understands the possible business Partner with all Operators models Open & Closed Threats Opportunities Core business of SMB is threatened by the Speed in this market makes you better positioned proliferation of media offers with a fragmentation of to benefit from the strong growth potential of media consumption Mobile advertising & Content in Belgium. Stagnation of advertising revenues is expected, SMB should prepare for the shift of advertising partially to the benefit of new business models of revenues & of customer behaviour which Mobile is a fast grower 51
    • Why partnership with MNO ?  To build a content proposition that leverages on the network capabilities & devices expertise of the operator Operator Devices Network Sanoma Magazines Users Content
    • Belgian MVNO Landscape
    • Mobile SMB Communication Tactical Communication Learnings 2008 High awareness after Q1 - 16% o Key Findings Important to keep in mind: the ad are compared to findings for the telephone and computer o sector - 189 ads in total. – Recognition 50%: of 100 people being interviewed, 50 of them remember having seen the Flair Mobile Action ad while reading Flair New Generation; – Attribution 57%: of those 50 readers, 28 were able to assign the correct brand or product name to the ad; – Effective score 28%: 28 participants did see the ad & were able to assign the correct name to the ad; – Branding power 30%: 30 participants were able to assign the correct brand or product name, whether or not they had seen the ad in the magazine; Source : Report Flair Mobile StopWatch - Q4 2008 
    • Mobile SMB Communication Image Communication Flair Mobile: • tactical communication • graphic execution MUST HAVE • emotion free for Flair Mobile • not explicit brand values • SHARP • SIMPLE • BASIC • REPETITIVE
    • SMB Mobile Model High frequency communication in  Tactical communication Flair & selective Sanoma magazines Media Editorial Editorial coverage on Mobile habits  communication Space & readers generated stories Image building campaign with ATL  Image media coverage building Channel activation  Channel Channel education briefing Management  telemarketing Marketing Development & production of  Technical costs material Content with a perfect match with  Tactical & Content the Brand DNA Sustainable Brand Brand usage for Brand Licensing  Partial value Equity
    • Mobile Offers & Awareness
    • Phase 1 Phase 2 o Mobile Customers Acquisition o Mobile Advertising Acquisition Launch the Marketing Strategy - Building Building pricing scheme for Advertisers on reason to believe versus Mobile this new platform - Respect platform competitors & Media competitors - trail & specifics regarding intrusion - Build reach error acquisition methods - build sales process respecting strict Telecom Digital channels to assure sustainable return regulations Sanoma Determinants :: o Sanoma Determinants :: o Organizational constraints - objective Organizational constraints - financial settings recourses - strategic problems Marketing Strategy Brand Licensing :: Empowering the brand o Postpaid Flair ▭ Libelle ▭ Femmes ▭ ... ▭ Humo ▭ Users Télémoustique ▭ Users to ARPU GSM Advertiser o o o o Members increase universe Services Mobile Mission ° “To generate revenue by... [being the most differentiated & selective mobile player in the relevant Sanoma Segments] ... so that we ... [provide a an answer to the needs of the Users & mobile platform to the Advertisers]. The unit will do Offline this by ... [centralizing the data of mobile Users - all gsm owners using Sanoma mobile services & acquiring mobile Members - SIM card owner].”
    • Marketing Strategy Postpaid SMS services as acquisition tool Users Creation of Mobile Universe Step 1 : building of a database by using the mobile services   services • SMS alerts for pocket . gifts . events  content • astrology . wellness . style  play & win • competitions . puzzles  Step 2 : opt-in of the universe for mobile marketing purposes  = creation of the mobile universe
    • Marketing Strategy Postpaid SMS services as acquisition tool Users Creation of Mobile Universe Weekly SMS mailing to customer base  – Recharge reminder – Extra Flair pocket advantages ° free drink, wellness treatment – Content advantage: free subscription for SMS infotainment services o Retention o Usage stimulation o Exclusive adantages o Clear «what‟s in it for me» for the customer
    • Marketing Strategy Postpaid Acquisition from Mobile Universe Users Acquisition from Mobile Universe Mobile Population • Global Mobile Universe Mobile Users * SMB Mobile Services Mobile Members ** SMB « SIM » Advantage User : All users of SMB Mobile Services Member : Activated SMB SIM in device + active user
    • Marketing Strategy Postpaid Approach & implementation Approach & implementation & retention Acquisition Users Acquisition & retention Automatic Reload / Reload again / Become postpaid Time Postpaid Continue reload Few credit left, reload again First Reload Reload your SMB prepaid SIM SMB Prepaid SIM Activation Get SMB prepaid SIM SMB Mobile Services Usage Use SMB Mobile Services
    • « Looks nice, but what about mobile content » content
    • Mobile SMB Content Sustainable Implementation 2. Some key leverages of the web ::  The web is about engaging the surfer  The web is about tasks  The web is about the surfer trying to find the content  The web is about peer to peer  The web is about making choices  The web is about some hits and a long tail Source : ° 2. S. Owsik - Internet BU 7/01/2008 
    • Publishers are the most credible partners for content International Review Mobile Publishing The credibility of online journalism & news content is rather high: 13% of respondents state that the Internet is their most trusted form of news 70% think that print magazines are credible whereas 50% think that online magazines websites are credible 72% of respondents say that separating editorial and advertising is very important. When online editorial and advertising intertwine, it can reduce the credibility “A publisher‟s expertise is in content, not in manufacturing or distribution. Even though there is more content than ever available online, a lot of it is junk. Consumers need someone to edit the good from the bad.quot; Bruce Chizen, CEO Adobe “Producing editorial requires specialist skills that not everyone can provide. It is preferable to keep it all under the one roof.” Keith Grainger, chief executive of Redwood Source : The Online New Association 
    • Making money online: Three business models Volume strategy Value strategy Hybrid strategy World of Warcrafts Disney MTV - Viacom Google • No clear demarcation between the  Media aggregation and  Consumer direct payments model distribution platform strategies of advertising and  Companies such as iTunes and online  Consolidating access to a large consumer payments gaming sites have started to see success • Wide array of offerings that that are variety of content along with with this model strong local and national free and ad-supported as well as  Creating a compelling and unique advertiser relationships subscription-based experience for consumers who are willing  Huge audiences to generate • Replicates the broadcast model of to pay for the service advertising revenues free programming supported by  The value per user is high, though the  Mix of innovative content, advertising overall user base is lower than in the addictive experience and a „volume strategy‟ creative revenue model  Viacom‟s success hinges on its ability to attract users through a targeted and segmented approach. It treats its TV shows as brands and has created micro- sites around them; for example, MTV alone has 139 websites. 20 Viacom‟s strategy of creating micro-sites is aimed at taking advantage of the fact that the Internet is leading to audience fragmentation, creating smaller communities with distinct tastes and behaviors.
    • Scenarios for Mobile Content Revenues These are 3 extreme case scenarios, which form the basis of revenue forecasts. It seeks to  identify which category of mobile content player retains what proportion of net retail mobile content revenues. This scenario assumes that all retail revenues for mobile content accrue to content provider.  Dumb Pipe  Third parties are able to develop a significant business providing enablement & content mgt services & MNOs are focused exclusively on network operations All retail revenues for mobile content accrue to the content provider, however the MNOs  Smart Pipe  develop a strong wholesale portfolio of network-related & other enablement services that will allow them to earn revenue from content providers & third parties On-portal All mobile content revenues are generated by operators through portals. Operators are   focused on a retail revenue model & do not generate mobile content-related wholesale revenues. In the mobile content arena, different business & revenue models will co-exist. Most likely a blend  of all three scenarios will be exist. Adapted for each market, according to end-user behaviour, adapted in each country. Source : Whitepaper ° Modelling a Mobile Future - Juniper  Research 2008 - 2013
    • Scenarios for Mobile Content Revenues This scenario assumes that all retail revenues for mobile content  accrue to content provider. Third parties are able to develop a Dumb Pipe  significant business providing enablement & content mgt services & MNOs are focused exclusively on network operations All retail revenues for mobile content accrue to the content provider,  however the MNOs develop a strong wholesale portfolio of network- Smart Pipe  related & other enablement services that will allow them to earn revenue from content providers & third parties All mobile content revenues are generated by operators through  On-portal  portals. Operators are focused on a retail revenue model & do not generate mobile content-related wholesale revenues.
    • Open & Closed = Both delivering Today Telco Strategy Content Strategy Magazine Brand  Flair Mobile  HUMObile  Mobile Universe Other  Kieskeurig.be  NU.be Brand 20.2.2009
    • Mobile Content . Magazine Brand Telco Strategy Magazine Brand  Flair Mobile Closed Strategy 20.2. 2009
    • Mobile Content . Magazine Brand Telco Strategy Content Strategy Magazine Brand  Flair Mobile  Flair Mobile Closed Strategy & Open Strategy 20.2. 2009
    • Mobile Content . Magazine Brand Magazine Brand  HUMObile Open Strategy 20.2. 2009
    • SMS as acquisition tool for mobile internet Objectives Approach  Acquisition/discovery – Box integrated in on line communication ° bannering . microsite Acquisition – Request to fill out mobile number – send SMS with link to mobile website  Viral – Request to fill out your friend‟s mobile number – Automated call to friend‟s mobile phone Viral with introduction and downloadinstructions – Call to action to receive SMS with link to mobile website 20.2.2009
    • Mobile Internet vs. Computer Internet Mobiles are very personal some ads would never work on Difference PC‟s M-sites must be optimized for mobile - screen size - lower bandwidth - each specific device foresee a m-specific site Physical from the ground up • less clutter as users see only 1 ad at a time Ways to save time or to kill time. A it‟s a personal device the mindset differs. On a PC we browse for extended periods of time - on mobile we expect snack-size information & Mindset entertainment. For some content categories m-internet becomes the preferred channel & tend to access it with a task- oriented mindset. Unlike PC‟s, mobiles are with us all day long • meaning that Location • they can be located at any timed. Many analysts expect ad- Location • supported, location-based services to expand dramatically. Location • Especially the social ones eg.Twitter 6mio users. All such respect privacy & opt-in rules Some marketing truisms apply to all media, new or old : consumers respond to coupons & promotions & the more Timely targeted the ad, the better the response rate. Current reports Response show great response rates also due to the timing - at the point of interest 20.2.2009
    • Mobile Content . Other Brand Content Strategy Open Strategy  NU.nl is developed without Other  NU.nl an Operator  Nu.nl is a succesful online news concept, with a no.1 position in the Dutch online news segment Brand  NU has the potential of becoming the first pan- European online news publsher & has a high Mobile fit. 20.2.2009
    • Mobile Content Best & Worst mobile web mobile web is reaching critical mass The pieces are finally falling into place. The Devices, Networks, Users, Brands are on the same page. 2008 was the „late early stage‟, the end of the beginning. The most mobile sites cluster around bottom effectiveness scale. Exceptions are creating simple compelling experiences that entertain, satisfy a real need or do both. Source : The Best &Worst of the Mobile Web - 01/2009 
    • Mobile Content Best & Worst the principles the principles of great mobile websites According to a panel of mobi-gurus herewith some best-practice principles of mobile sites. Mobile is not a niche with a mature market of mobile users it is the opportunity to use the mobile web to strengthen relationships with present & prospective customers when they‟re on the move. Some services spring to mind - Sports . News . Finance . Weather . Travel . Shopping . Social Networking - but any vertical that people are passionate about deserves a mobile site. Source : The Best &Worst of the Mobile Web - 01/2009 
    • The principles of great mobile web easy-to-find content Winner BBC.mobi Very popular within mobile marketers, it serves only made-for-mobile content. Itr‟s not the prettiest or the fastest, but if you want good news, fast, it‟s hard to beat. Sinners Give normal websites, they don‟t recognize the fact that it‟s a mobile device trying to access the site. Source : The Best &Worst of the Mobile Web - 01/2009 
    • The principles of great mobile web other learning‟s ESPN.mobi serves sports fans timely updates & instant access to information about their teams & sports Google.mobi Google maps uses great technology with well executed graphics m.deredactie.be „Snackability‟ as a guiding principle for mobile web, served quickly & easily - short & sweet Sinners  m.YouTube.com seems to have taken a one-size-fits all approach instead of using device targeting. The site just doesn‟t work on enough phones m.FT.com no photos, loads quickly, the experience does not reflect the formidable brand The Financial Times represents.
    • The principles of great mobile web principles  Focus on location- & time-sensitive information  Optimize the design around the mobile  Pages should vary as apposed to huge sequence of pages Solve a real problem for a customer on the move & you‟re on to a winner   Providing a Utility - includes entertainment - killing time is a need  Provide generous portion of free content  Distil your info for mobile users Don‟t offer less versus your PC-site   Mobile users have a shorter attention span - snack-sized pieces  Advertiser-friendly as mobile.nytimes.com  We hate having to scroll!  Make PC-sites detect mobile visitors & redirect to the mobile site & Detect Devices : if it doesn‟t work on a Nokia, what‟s the point ?  „Searchability‟ get picked up by the search engines   Test & Learn is key - try, test, measure, try again
    • « We are in the advertising business, indeed » ads
    • Mobile advertising offers long term opportunities Mobile advertising  Mobile advertising is to grow twice as fast as Internet advertising but it usually represents less than 10% of the media mix 2007  Online advertising trend in Belgium reflects the European one with €182 million spent in 2006 {7% of total ad spend}, including classified advertising and search marketing {42% and 31% respectively of online total}  Belgium scores lamentably poor in mobile internet. With a penetration rate of 0.3% on the EU list of mobile internet use, Belgium ranks last, behind Cyprus & Bulgaria. A few years ago, Belgium still headed the list of broadband penetration via the fixed-line network. The present lag is the consequence of high prices & the silly ban on conditional sales. Belgium was bogged down into inertia & an ostrich attitude obstructing a free market. Competition is essential to stimulate innovation. IAB Europe Internet Advertising Expenditure 2006, Online Marketing Survey 2007 Sources: UK, Guardian Unlimited Website, European Association of Communication Agencies - De Tijd – 4 December 2008
    • Operator Problem = Media Opportunity ° Why don‟t we all have SmartPhone‟s ? ... but will increasingly need to rely on partners to be ... but the increased telco-cost The shift from mobile calls to competitive & different & ... as needs a USP = Media Content - Mobile Content - is already a the Gsm subsidization will the what‟s in it for me given for Operators … increase the number of multimedia Gsm‟s … 200 100 0 commissioning marketing + advertising SAC without handset SAC with handset promotions handset Penetration of 3G handsets in Belgium and The Average Subscriber Acquisition Costs ° €/subscriber Netherlands Growth of mobile data revenues Subsidized GSM‟s = Higher telco cost ° Boom of SmartPhones = need for Media 20.2. 8 Content for differentiation 2009 3 83
    • Mobile Medium = Now Smart Phone is the growth market • Western Ubiquitous Nature of Mobile Europe  The relatively low cost of a mobile devices means that they are accessible by many more consumers than computers. Worldwide : 4 billion mobiles - 1 billion computers.  Marketers have real-time access to more people, in more markets, using a efficient media, providing clear ROI.  Having a defined mobile advertising strategy could be a requirement not an option  Mobile’s ability to provide targeting by age, gender, location, time of day/week & to facilitate 2-way communication make it one of the main reasons that m-advertising has a In Mio of units - 2009 large potential Mobile has the potential to become a large & effective marketing channel 20.2. 2009
    • Mobile Medium = Advertising Medium Mobile Advertising revenues in Mobile Advertising is a given The Netherlands today - 2012  According to PriceWarehouseCoopers the revenues of mobile advertising in The Netherlands would increase from 60 millions in 2009 to 145 millions in 2012  We believe that, thanks to the subsidisation of its telecom market, Belgium should constitute a similar market, in terms of Mobile Internet access & mobile content consumption  Belgium will see a delay in the adoption of Mobile Advertising - we should prepare for the same scenario The Netherlands, France, Source: „Mobile Advertising 2009‟, PriceWaterhouseCoopers Germany, see since 2 years now SMB approach towards mobile advertising will have a strong impact on its future 20.2. potential revenue 2009
    • Advertising Model Non Ad Funded Content wear black shoes and brown skirt 20.2. 8 2009 6
    • Advertising Model Ad Funded Content we’re working BURGER on your answer. Want a free burger? reply to this message with BURGER Buy 1 and wear get 1 for black free with shoes this code and XZA123 brown skirt 20.2. 2009 87
    • « Do you like examples, so do I » bench
    • Mobile Content . Branded Service First Branded Mobile Service Open Strategy Flair Mobile - 3 Suisses MMS service Objective • create a first branded service appealing to the audience Method • take into account - brand image aspect - virality possibilities - call-to-sales potential - informative, but in a fun way - personalization Return • 1:5 to 1:10 - media space & press coverage
    • 3 Suisses & Flair Mobile Mobiles are very personal some ads suite customers personality MMS Subscription service that provides to any MMS- enabled Belgian mobile user weather forecast in a very innovative way • 2009 Mobistar Innovation Award Award Winning winning Each day, subscriber receives weather forecast with a personalized outfit proposition from advertiser Service Mach Up catalogue • 3 Suisses Subscriber can keep the message, send it to a friend or call 3 Suisses Activation to get more info about the outfit or even order it Member advantage • Advantage for free the first week
    • Mobile Content . Magazine Brands First Branded Mobile Service Open Strategy Elle Mobile France  Mobile Internet on & off Objective • create a first branded deck service appealing to the audience  Open model Method • take into account  Advertising enabled - brand image aspect  Information & Inspiration - virality possibilities  Video - call-to-sales potential  LBS - informative, but in a fun way - personalization  Pass See also by Lagardère Active Return • 1:5 to 1:10 - media space & France: Auto Moto, Public, Elle à Table, Elle Astro, Télé 7 Jours, press coverage Sports.fr, Football.fr, Boursier.com, Virgin17, MCM ou VirginRadio
    • Covergirl & ELLEgirl Mobile Mobiles are very personal some ads suite customers personality  Increase brand awareness of the „Clean‟ makeup line Objectives  Drive in-store purchasing  Create an opt-in mobile audience via SMS club  Custom micro-site with :  Interactive shade finder Campaign  Store locator  Sponsored integrated content on Ellegirl Mobile  >1.5mio impressions  >400K unique visitors to micro-site Results Case  <20K users opt-ins • 5%  Very high CTR • 8%  Elle: 450K monthly visitors  ElleGirl Latina : 590K monthly visitors Results Mobile  Woman‟s Day: 120K monthly visitors  Advertisers among others : Always, Knorr, Ragu, Herbal Essence, Covergirl, Venus Gilette, Samsung
    • Mobile Content . Branded Service First Branded Mobile Service Open Strategy Eurostar • Girl Geeks London action Objective • enhance opinion leader experience marketing action with a mobile application + create virality with a web application Method • take into account - GSMs used by Girls - social tools they use - mobile phone usability constraints - stimulate conversations around the experience and the brand - provide a service based on their geographical position
    • “We want to work with you all” Chris DeWolfe • CEO MySpace Carole Lamarque Business Unit Mobile • Sanoma Magazines Belgium http//:mobilecatchup.blogspot.com +32478337000 Fabian Tilmant Cleverwood www.cleverwood.be/blog +32486286190
    • TRENDS SESSIONS What women want ... in Mobile?  Segmentation in Mobile - Fabian Tilmant  Mobile usage: what women do, what women want, what women expect - Melanie Mc Cluskey  Mobile as a media: How to provide information, inspiration, social awareness & participation and entertainment to women segment - Carole Lamarque  Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean
    • BRANDS AND USERS NEED TO HAVE A NEW DEAL USER ATTENTION USER ENGAGEMENT INTERACTIVITY BRANDED UTILITY PERCEIVED VALUE USER DEVICE NETWORK BRAND
    • What is today your mobile and New Media strategy ?
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    • QUESTIONS ? THANK YOU ! Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels. And tweets down here Summary over here Videos will be right there Pic’s will be here Slides will up be there Cleverwood is a trademark of Fair Wood Ventures sprl/bvba