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5 Areasof Consideration W2 M

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This presentation was given September 14th, 2009 in Toronto at the FITC mobile conference.

This presentation was given September 14th, 2009 in Toronto at the FITC mobile conference.

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  • 1. 5 AREAS OF OPPORTUNITY IN MOBILE SPACE Deborah Hall, Managing Director web2mobile
  • 2. Warm-up • Mobile is the “glue for all we do” ESPN • “Is a mobile app right for your business?” Tim Cascio • “Madison, we have lift-off!“ The Economist June 2009 • Number of mobile ads delivered worldwide tripled to 4.5 billion in the last 12 months • “Mobile marketing is more than the iPhone” Joe Lewi March 2009
  • 3. Mobile Statistics • Factors at Play – Data plans becoming more reasonable – Increase in number of smartphones therefore mobile browsing – More smartphone platforms & reasonable prices
  • 4. Mobile Statistics • Specifically – More users checking directions, email, browsing on device – Change in behaviours, WIFI connectivity
  • 5. Smartphones.. a summary..
  • 6. The Rise of the Mobile Data Consumer • Convergence!
  • 7. What is your mobile strategy? 5 Areas of Discussion & Consideration.....
  • 8. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video Opportunity 5: Search & SMS
  • 9. Opportunity 1: UGC // Social Networks • Fuel mobile access • Next Generation Email / Network • Result: Enormous traffic and connectivity
  • 10. Opportunity 1: UGC & Social Networks Social Media Revolution Source: @equalman
  • 11. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video Opportunity 5: Search & SMS
  • 12. Opportunity 2: Mobile as a Channel • Usability • Needs & wants of users are different – More distractions – Quicker fix / calls to action / click to call etc. • What does your site look like on a mobile device?
  • 13. Opportunity 2: Mobile as a Channel • What does your site look like on a mobile device?
  • 14. Opportunity 2: Mobile as a Channel • Opinion: Not an exercise in scraping websites for content & post to mobile • No patience! • Advertising units • Analytics
  • 15. Opportunity 2: Mobile as a Channel • Tools:
  • 16. Opportunity 2: Mobile as a Channel Get depth of data:  Device type/manufacturer • Tools:  Operator  Country
  • 17. Deep Dive: Analytics
  • 18. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications
  • 19. Opportunity 3: Mobile Applications • Reason 1 – Another property! Just like building a website was a new property that added to marketing toolkit, mobile websites and applications are the same! • Take advantage of native features of device • Pick a platform – how? • How about AR – check this out..
  • 20. Opportunity 3: Mobile Applications • Take insights from your mobile site to make an informed decision • Do your own research! • It’s about YOUR customers and who is coming to you on RIM/Apple/Nokia/Palm/Android and customize for them • Android is gaining – more handsets, more growth!
  • 21. Who is downloading apps?
  • 22. Why iPhone? • Source: GigaOM/AdMOB
  • 23. Discoverability?
  • 24. Opportunity 2: Mobile Applications • Case Study: Pandora App for Android • 65K register for Pandora account each day • 45K do so on mobile phones (75% new to Pandora) • “I’m beginning to think that our future is going to be MORE mobile-centric than I had even thought, and sooner” • Mobile users click on ads 2X as often as they do on PC
  • 25. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video Opportunity 5: Search & SMS
  • 26. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video
  • 27. Opportunity 4: Mobile Video • 400% month over month • Formats/conversions/challenges
  • 28. Opportunity 4: Mobile Video • “It’s all iPhone” Brightcove CEO • Owners of video rights, wifi access points
  • 29. Menu Opportunity 1: UGC & Social Networks Opportunity 2: Mobile as a Channel Opportunity 3: Mobile Applications Opportunity 4: Video Opportunity 5: Search & SMS
  • 30. Opportunity 5: Search & SMS • More feature phone users need search due to usability • Make it easy!
  • 31. Opportunity 5: Search & SMS
  • 32. Opportunity 5: Search & SMS • Even more important for impatient mobile users • Search works differently in mobile
  • 33. Opportunity 5: Search & SMS Mobile SEO best practices • Use 100% valid XHTML 1.0 code • Follow accessibility best practices • Follow traditional on-site SEO best practices Source: Mobile Search Marketing Blog
  • 34. Opportunity 5: Search
  • 35. Opportunity 5: SMS marketing • Still remains very useful marketing engine to tie together parts of ecosystem • Push & pull content • Allows for great tracking of various media activities • Works on all devices
  • 36. Thank you! Questions? Deborah Hall (web2mobile.ca) @web2mobile www.linkedin.com/in/debhall