Connect Global Tour São Paulo
The Mobile Future is Now
David A. Galante
Sr. Product Manager, MobileConnect
@davidgalante
#...
Connect Global Tour São Paulo
Agenda
• A brief history of mobile in Australia
• Mobile by numbers & use cases
• Pivoting m...
Connect Global Tour São Paulo
A brief history of mobile in Australia..
•August Telecom launches the first mobile phone ser...
Connect Global Tour São Paulo
A brief history of mobile in Australia..
•Hutchison launches CDMA & UMTS in Sydney and Melbo...
Connect Global Tour São Paulo
Australia Mobile by the Numbers
• 66% of Australians own a
smartphone
• 52% Android, 35.3% i...
Connect Global Tour São Paulo
Global Media May of 2013
Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012...
Connect Global Tour São Paulo
Things that just seemed crazy 15 years ago…
• … Every movie every made in every language, an...
Connect Global Tour São Paulo
Compulsive? 150 Times Per Day
• T-Mobile USA CEO Philipp Humm said
at CTIA in 2012 that
mobi...
Connect Global Tour São Paulo
70:20:10 Rule by Coca Cola
• Coca Cola's Director of International
Media, Gavin Mehrotra tol...
Connect Global Tour São Paulo
McDonald's Augmented Reality (AR) in Australia
• McDonald's in Australia launched
TrackMyMac...
Connect Global Tour São Paulo
Major pivot points in mobile
• Analog to digital
• CDMA vs GSM
• Feature phones to smartphon...
Connect Global Tour São Paulo
Privacy Issues in Mobile
• 2003 Camera Phones
• 2013 Google Glass
http://www.cbsnews.com/vid...
Connect Global Tour São Paulo
Connect Global Tour São Paulo
Connect Global Tour São Paulo
What’s in your home?
More respondents owned internet capable
Smart TVs than tablets, but use...
Connect Global Tour São Paulo
The Future of Mobile is Context
A customer’s mobile context consists of:
• Preferences: the ...
Connect Global Tour São Paulo
Context Drives Device Choice
The amount of
time we have or
need
The goal we
want to
accompli...
Connect Global Tour São Paulo
Attitude Change in 2013 – 2nd Screen Experience
74% of respondents had split their
attention...
Connect Global Tour São Paulo
ExactTarget Mobile
Create seamless
customer experiences
based on any data
element stored wit...
Connect Global Tour São Paulo
Quick ways to take advantage
of data & context
Connect Global Tour São Paulo
Top Mobile Tasks
• 94% text messaging
• 60% browse mobile web
• 59% use applications
• 58% s...
Connect Global Tour São Paulo
Profile Your Customers’ Interactions
Subscriptions:
Name Purchases in Last Year Most Often P...
Connect Global Tour São Paulo
Subscriptions:
Name Purchases in Last Year Most Often Purchase Email Address Email SMS App P...
Connect Global Tour São Paulo
“Web” Customers
Subscriptions:
Name Purchases in Last Year Most Often Purchase Email Address...
Connect Global Tour São Paulo
“In-Store” Customers
Subscriptions:
Name Purchases in Last Year Most Often Purchase Email Ad...
Connect Global Tour São Paulo
“App” Customers
Subscriptions:
Name Purchases in Last Year Most Often Purchase Email Address...
Connect Global Tour São Paulo
4 Stages of a Smart Mobile Strategy
Acquire
SMS Opt-in
Email Opt-In
Mobile
Website App
Promo...
Connect Global Tour São Paulo
Start the mobile lifecycle
Acquire
Connect Global Tour São Paulo
SMS Opt-In
Ask your customers to
text a keyword to your
short code to receive
future SMS
com...
Connect Global Tour São Paulo
Email Opt-In
Ask your customers to share their email address and add them to an email list.
Connect Global Tour São Paulo
Engage Your Customers Everywhere
• Promote in retail stores or brick & mortar locations
• Pr...
Connect Global Tour São Paulo
Start off on the right track
Onboard
Connect Global Tour São Paulo
Welcome Strategy
Your welcome strategy for new mobile customers should include a combination...
Connect Global Tour São Paulo
Prove value through mobile.
Engage
Connect Global Tour São Paulo
Testing Daypart
Test variables like time of message and the interactivity between them.
6am ...
Connect Global Tour São Paulo
Build loyalty with mobile
Retain
Connect Global Tour São Paulo
Loyalty Program
Link your loyalty program with your mobile app.
<< Consider mobile only
offe...
Connect Global Tour São Paulo
Recommended Next Steps
1. Define your targeted mobile customer and their current
conversion ...
Connect Global Tour São Paulo
Thank you!
david.galante@exacttarget.com
@davidgalante
#ETConnect
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The Future of Mobile is Now - Australia

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ExactTarget Global Connect Australia
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Slide 7: http://www.youtube.com/watch?v=xAxtxPAUcwQ
Slide 12: http://www.cbsnews.com/video/watch/?id=586498n

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  • Agenda slide
  • 1978 1G-AMPS from Bell Labs introduced in the USA,
    Motorola DynaTAC sold for $3,995
    US Carrier no longer support AMPS
  • Source: www.amta.org.au
    Source : www.computerworld.com.au/article/433391/updated_4g_australia_state_nation

    1978 1G-AMPS from Bell Labs introduced in the USA,
    Motorola DynaTAC sold for $3,995
    US Carrier no longer support AMPS
  • A December 2012 survey from market research firm TNS Global
    (http://www.tnsglobal.com/) found a similar rate of smartphone penetration in
    Australia, at 66% of the population in 2013.

    Most of the growth for Android has come at the expense of Symbian (traditionally used by
    Nokia), which has seen its marketshare collapse from 23.6% to just 5.6%.
  • Slide by Tomi T Ahonen, 3G Author, Strategy Consultant and Blogger. His books are:
    Tomi Ahonen Almanac (an eBook) 2009-2013
    Tomi Ahonen Phone Book (an eBook) 2010-2012
    Insider's Guide to Mobile (a free eBook available at Lulu) 2011
    Pearls Vol 1: Mobile Adverttising (an eBook) 2009
    Pearls Vol 2: Mobile Social Networking (an eBook) 2009
    Pearls Vol 3: Mobile Money (an eBook) 2009
    Mobile as 7th of the Mass Media, 2008
    Digital Korea, with Jim O'Reilly 2007
    Communities Dominate Brands, with Alan Moore, 2006
    3G Marketing: Communities & Strategic Partnerships, with Timo Kasper and Sara Melkko, 2003
    m-Profits: Making Money from 3G, 2002
    Services for UMTS: Creating Killer Applications, with Joe Barrett, 2002
    Tomi Ahonen lectures regularly at Oxford University's short courses on 3G and Digital Convergence
    This slide is part of a Tomi T Ahonen presentation on Mobile Around the World for the MMA Forum in New York May 2013
    This slide may be forwarded and re-utilized as long as Tomi Ahonen is credited as the original source
    For more information on Tomi T Ahonen, 3G Author and Strategy Consultant, or any of his books and services, please see the website www.tomiahonen.com or follow his Twitter feeds @tomiahonen
  • Cisco: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-481360_ns827_Networking_Solutions_White_Paper.html
  • Source: Tommiy
  • Slide by Tomi T Ahonen, 3G Author, Strategy Consultant and Blogger. His books are:
    Tomi Ahonen Almanac 2009 (an eBook) 2009
    Pearls Vol 1: Mobile Adverttising (an eBook) 2009
    Pearls Vol 2: Mobile Social Networking (an eBook) 2009
    Mobile as 7th of the Mass Media, 2008
    Digital Korea, with Jim O'Reilly 2007
    Communities Dominate Brands, with Alan Moore, 2006
    3G Marketing: Communities & Strategic Partnerships, with Timo Kasper and Sara Melkko, 2003
    m-Profits: Making Money from 3G, 2002
    Services for UMTS: Creating Killer Applications, with Joe Barrett, 2002

    Tomi Ahonen lectures regularly at Oxford University's short courses on 3G and Digital Convergence

    This slide is part of a Tomi T Ahonen presentation on Mobile Around the World for the MMA Forum in New York May 2013


    This slide may be forwarded and re-utilized as long as Tomi Ahonen is credited as the original source


    For more information on Tomi T Ahonen, 3G Author and Strategy Consultant, or any of his books and services, please see the website www.tomiahonen.com or follow his Twitter feeds @tomiahonen

  • This is a picture of the scene in 2005 when Pope Benedict was presented to the world in St. Peter’s Square.
  • Just 8 years later, this picture is markedly different when Pope Francis was presented in the same exact square. And this image represents how much has changed with mobile!
  • The PC is dying…
    What Apps are taking advantage of this? IntoNow an other passive ad

    Nielsen’s survey found that
    74% of respondents had split their attention between a television and a webenabled
    device in 2012, an increase from 60% in 2011. Interestingly, 44% of
    respondents said they used a laptop or netbook most often while watching TV,
    making it the secondscreen
    device of choice. But that was down from 51% in
    2011, indicating that other devices are beginning to get more secondscreen
    attention.
  • The key to taking the basic stages to the next level is the introduction of context and customer segmentation data
  • This is data for Australia
  • For the web customers, we can see that not all of them are opted-in to receiving email updates from us. So we should likely create ways to drive email opt-ins.
  • It looks like we don’t have a lot of data on our “in-store” customers. Looks like we need to capture more data from customers when there are in-store.

    Do the know about your App? How about deals over SMS? Are they following on on Twitter.
  • And for the app customers, the best way(s) to reach them is via push messaging. And we need to be sure and promote our push messaging program!

    Tips for asking for Push permission: Wait until asking makes sense, not when the app is initially installed



  • Now let’s dig into the four stages of a smart mobile strategy:
    Acquire
    Onboard
    Engage
    Retain
  • SMS opt-in is the first step to getting your SMS programs off the ground. And it’s critical to ensure that your programs follow industry standards!
  • Email Opt-in via SMS is an easy way to get cross-channel, and to start pairing the data you have about email subscribers with the data you have about your SMS opt-ins.
  • It’s critical to promote your SMS programs wherever you can!
  • You might have a welcome strategy for your EMAIL subscribers, but what if a subscriber opts-in to your SMS programs, or downloads your app? Make sure you have a cross-channel welcome strategy in place!
  • Try testing different messaging paths across your customer base to get to people when it’s most relevant.
  • The Future of Mobile is Now - Australia

    1. 1. Connect Global Tour São Paulo The Mobile Future is Now David A. Galante Sr. Product Manager, MobileConnect @davidgalante #ETConnect
    2. 2. Connect Global Tour São Paulo Agenda • A brief history of mobile in Australia • Mobile by numbers & use cases • Pivoting moments in Mobile • The future of mobile is context • 4 Stages to a Smart Mobile Strategy • Recommended next steps
    3. 3. Connect Global Tour São Paulo A brief history of mobile in Australia.. •August Telecom launches the first mobile phone service in Melbourne (Sydney followed in November).1981 •Telecom launched Australia’s first cellular network based on the USA AMPS (Advanced Mobile Phone System) – or analogue standard 1997. •100,000th AMPS service connected in June 20091987-9 •Optus starts to resell AMPS service •500,000th AMPS connection was made •Vodafone licensed as carrier (December)1992 •Telstra launched new digital (GSM) network •Optus launched GSM (May) •Vodafone launched its GSM digital network (October).1993 • In June 2006 the one millionth GSM connection was made and the AMPS network connections had peaked at 2.6 million customers. • Telstra announced plans to build a new mobile network to replace the AMPS Analogue network, the new network will be based on CDMA (Code Division Multiple Access) technology1994-8
    4. 4. Connect Global Tour São Paulo A brief history of mobile in Australia.. •Hutchison launches CDMA & UMTS in Sydney and Melbourne (March 2000) •Number of mobiles in Australia exceeds the number of wired access lines 10.7 million (February 2001) •Telstra commercially launches GPRS data network across GSM in 2001 2000-1 •The one billionth mobile service in the world connected (April 2002) •12 millionth Australian mobile service connected (March 2002)2002-9 •Telstra launched LTE services in September 2011. •Optus 4G launched LTE services in December 20122010-12 •Telstra reports 1.5 million 4G devices connected (Feb 2013) •Vodafone expects to launch 4G service in June 2013 2013 1998 Cellular Infrastructure Group 2005 2008 2010 mCommerce Group, Optism 2012
    5. 5. Connect Global Tour São Paulo Australia Mobile by the Numbers • 66% of Australians own a smartphone • 52% Android, 35.3% iOS, 5.6% Symbian, 1% BlackBerry, 1.6% Windows Phone 7, 1.7% Windows Mobile, 2.8% Other • Home & work are the top two places where a smartphone is used
    6. 6. Connect Global Tour São Paulo Global Media May of 2013 Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-2015 0 1 2 3 4 5 6 7 8 1962 1967 1972 1977 1982 1987 1992 1997 2002 2007 2012 Population 7.1B Mobile 7.1B FM Radio 4.2B Internet 2.5B TV 1.9B PC 1.4B Landline 1.1B
    7. 7. Connect Global Tour São Paulo Things that just seemed crazy 15 years ago… • … Every movie every made in every language, anytime…. day or night.. -Qwest Communications 1999 • Video-on-demand traffic will triple by 2016. The amount of VoD traffic in 2016 will be equivalent to 4 billion DVDs per month. --Cisco • Netflix, Hulu, VOD from your Cable/Sat provider • Video conferencing • 31 million users, 8.1 million paid users, $96/year avg • 50 million Skype enabled TVs • Purchased by Microsoft for $8.5 billion • 34,000 songs on phone • 32GB is now standard on most smartphones http://www.youtube.com/watch?v=xAxtxPAUcwQ
    8. 8. Connect Global Tour São Paulo Compulsive? 150 Times Per Day • T-Mobile USA CEO Philipp Humm said at CTIA in 2012 that mobile phone owners "pick up their phone 150 times per day". That once every 6 and half minutes of every hour of every day Source: Mashable 8 May 2012 • For smartphones its already up to 200 times per day as reported by the Guardian (every 5 minutes) Source: The Guardian 26 June 2012
    9. 9. Connect Global Tour São Paulo 70:20:10 Rule by Coca Cola • Coca Cola's Director of International Media, Gavin Mehrotra told MMA Asia Forum in May 2011 that for Coca Cola: "SMS is priority number 1" because only SMS reaches anyone. • Coca Cola's Attila Weisz told MMA Forum New York in October 2011 and gave Coke rule for mobile advertising spending: • Put 70% on mobile messaging • Put 20% on mobile web • Put only 10% on mobile apps • Source: Coca Cola presentations, May & October 2011
    10. 10. Connect Global Tour São Paulo McDonald's Augmented Reality (AR) in Australia • McDonald's in Australia launched TrackMyMacca as smartphone app to identify exactly ingredients of that specific burger and which Australian farm came from. • Location-based tech (GPS) identifies restaurant • Image Recognition identifies packaging of burger • Augmented Reality then offers links to each ingredient and even shows face of farmer who owns the farm where it came from Source MobiAd News 6 March 2013
    11. 11. Connect Global Tour São Paulo Major pivot points in mobile • Analog to digital • CDMA vs GSM • Feature phones to smartphones • iPhone finally started using the cellular network! • Requirements came from Apple not the MNOs! • The mobile ecosystem was born. Music, App, Productivity, SDKs • WiFi and Bluetooth • OTA access to multi-media • Social Media Access • Twitter, Facebook, Instagram, Vine, Path, … • LTE is the way of the future • What’s Next? • NFC is for Commerce! • Wearable mobile devices?
    12. 12. Connect Global Tour São Paulo Privacy Issues in Mobile • 2003 Camera Phones • 2013 Google Glass http://www.cbsnews.com/video/watch/?id=586498n
    13. 13. Connect Global Tour São Paulo
    14. 14. Connect Global Tour São Paulo
    15. 15. Connect Global Tour São Paulo What’s in your home? More respondents owned internet capable Smart TVs than tablets, but users were nearly four times more likely to access the internet on a regular basis via their tablets. --Nielsen
    16. 16. Connect Global Tour São Paulo The Future of Mobile is Context A customer’s mobile context consists of: • Preferences: the history and personal decisions the customer has shared with you or with his social networks. • Attitudes: the feelings or emotions implied by the customer’s actions and logistics. • Situation: the current location, altitude, environmental conditions, and speed the customer is experiencing.
    17. 17. Connect Global Tour São Paulo Context Drives Device Choice The amount of time we have or need The goal we want to accomplish Our location Our attitude and state of mind
    18. 18. Connect Global Tour São Paulo Attitude Change in 2013 – 2nd Screen Experience 74% of respondents had split their attention between a television and a web-enabled device in 2012, an increase from 60% in 2011. -Nielsen Is the future of mobile advertising contextual mobile ads based on our attitudes?
    19. 19. Connect Global Tour São Paulo ExactTarget Mobile Create seamless customer experiences based on any data element stored within the mobile messaging engine of record. MobilePush MobilePages Passbook Mobile Ads Cross-Channel Solutions MobileConnect
    20. 20. Connect Global Tour São Paulo Quick ways to take advantage of data & context
    21. 21. Connect Global Tour São Paulo Top Mobile Tasks • 94% text messaging • 60% browse mobile web • 59% use applications • 58% social networking • 55% email messaging • 33% instant messaging • 25% participate in mobile shopping • 21% stream online music • 19% watch video/mobile TV
    22. 22. Connect Global Tour São Paulo Profile Your Customers’ Interactions Subscriptions: Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push Tim Watts $250 In-Store twatts@email.com  ☐ ☐ ☐ Julia Desai $210 App jdesai@email.com ☐   ☐ Sandy Raynor $80 Web sraynor@email.com ☐   ☐ Jason Cross $60 Call Center jcross@email.com  ☐ ☐ ☐ Shelley Weeks $27 In-Store sweeks@email.com ☐  ☐ ☐ Crystal Powers $500 App cpowers@email.com  ☐  ☐ Jeane Griffin $1,000 App jgriffin@email.com  ☐   Don Sharpe $150 Facebook dsharpe@email.com ☐   ☐ Patrick Song $120 Web psong@email.com  ☐ ☐ ☐ Eric Steele $10 In-Store esteele@email.com ☐ ☐ ☐ ☐ Stephanie Hawkins $15 Web shawkins@email.com  ☐  ☐
    23. 23. Connect Global Tour São Paulo Subscriptions: Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push Patrick Song $120 Web psong@email.com  ☐ ☐ ☐ Sandy Raynor $80 Web sraynor@email.com ☐   ☐ Stephanie Hawkins $15 Web shawkins@email.com  ☐  ☐ Tim Watts $250 In-Store twatts@email.com  ☐ ☐ ☐ Shelley Weeks $27 In-Store sweeks@email.com ☐  ☐ ☐ Eric Steele $10 In-Store esteele@email.com ☐ ☐ ☐ ☐ Jeane Griffin $1,000 App jgriffin@email.com  ☐   Crystal Powers $500 App cpowers@email.com  ☐  ☐ Julia Desai $210 App jdesai@email.com ☐   ☐ Jason Cross $60 Call Center jcross@email.com  ☐ ☐ ☐ Don Sharpe $150 Facebook dsharpe@email.com ☐   ☐ Profile Your Customers’ Interactions
    24. 24. Connect Global Tour São Paulo “Web” Customers Subscriptions: Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push Patrick Song $120 Web psong@email.com  ☐ ☐ ☐ Sandy Raynor $80 Web sraynor@email.com ☐   ☐ Stephanie Hawkins $15 Web shawkins@email.com  ☐  ☐
    25. 25. Connect Global Tour São Paulo “In-Store” Customers Subscriptions: Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push Tim Watts $250 In-Store twatts@email.com  ☐ ☐ ☐ Shelley Weeks $27 In-Store sweeks@email.com ☐  ☐ ☐ Eric Steele $10 In-Store esteele@email.com ☐ ☐ ☐ ☐
    26. 26. Connect Global Tour São Paulo “App” Customers Subscriptions: Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push Jeane Griffin $1,000 App jgriffin@email.com  ☐   Crystal Powers $500 App cpowers@email.com  ☐  ☐ Julia Desai $210 App jdesai@email.com ☐   ☐
    27. 27. Connect Global Tour São Paulo 4 Stages of a Smart Mobile Strategy Acquire SMS Opt-in Email Opt-In Mobile Website App Promotion Onboard Welcome Strategy Promote Preference Center Engage/Grow Deals and Discounts Mobile Only Promotions Status Updates Retain Customer Service Loyalty Programs
    28. 28. Connect Global Tour São Paulo Start the mobile lifecycle Acquire
    29. 29. Connect Global Tour São Paulo SMS Opt-In Ask your customers to text a keyword to your short code to receive future SMS communications.
    30. 30. Connect Global Tour São Paulo Email Opt-In Ask your customers to share their email address and add them to an email list.
    31. 31. Connect Global Tour São Paulo Engage Your Customers Everywhere • Promote in retail stores or brick & mortar locations • Promote with partners • Include field with SMS opt-in on web registration form • Trigger push opt-in after user has been in app • Send email to email subscribers who haven’t downloaded your app
    32. 32. Connect Global Tour São Paulo Start off on the right track Onboard
    33. 33. Connect Global Tour São Paulo Welcome Strategy Your welcome strategy for new mobile customers should include a combination of channels. Welcome Email • Send mobile- aware welcome email after customer signs up for SMS messages or downloads your app. 1) Thank customer 2) Remind customer of key benefits 3) Invite customer to connect on your social sites Opt-In Confirmation • Send opt-in confirmation MT once customer signs up for your SMS program. • Follow MMA guidelines.
    34. 34. Connect Global Tour São Paulo Prove value through mobile. Engage
    35. 35. Connect Global Tour São Paulo Testing Daypart Test variables like time of message and the interactivity between them. 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm
    36. 36. Connect Global Tour São Paulo Build loyalty with mobile Retain
    37. 37. Connect Global Tour São Paulo Loyalty Program Link your loyalty program with your mobile app. << Consider mobile only offers like double points for mobile purchases. Consider how you can reward loyal customers with geo-location targeting. >>
    38. 38. Connect Global Tour São Paulo Recommended Next Steps 1. Define your targeted mobile customer and their current conversion paths 2. Analyze your data to understand your most popular mobile engagement and conversion points 3. Map mobile behaviors to simple or advanced campaigns across a four-stage lifecycle: Acquire, Onboard, Engage, Retain 4. Visit www.exacttarget.com/mobile and: • Download Mobile specific content • See industry events ExactTarget is sponsoring • Request further demos
    39. 39. Connect Global Tour São Paulo Thank you! david.galante@exacttarget.com @davidgalante #ETConnect
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