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Incentivated nma live masterclass (mobile) 20 may11

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Presentation given by Jonathan Bass at New Media Age Masterclass Live, May Fair hotel in London on May 20th, 2011

Presentation given by Jonathan Bass at New Media Age Masterclass Live, May Fair hotel in London on May 20th, 2011

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  • 1. NMA Live Masterclass (mobile) Jonathan Bass 20 May, 2011Copyright Incentivated Limited 2011 www.incentivated.com
  • 2. Contents Topics Supporting material About Incentivated Copyright Incentivated Limited 2011
  • 3. TopicsAudience members had questions on a range of matters Should you build an app or a site? Should an app be ‘native’ or a cross-platform web-app? Why isn’t my desktop analytics tool correcting recording mobile? How do I build a mobile site? What is the best set-up with my existing CMS or do I need a new one? How many mobile presentation layers should I aim for? What are the implications for m-commerce? How secure are the devices themselves? What is ‘NFC marketing’? What meta-data should I store in my CRM/SCV system? NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 4. Technologies A complete mobile marketing strategy includes five components: Product summary Product summary Product summary NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 5. Strategies Mobile can be used by clients to enhance their key marketing strategies: Whitepaper NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 6. Mobile App or Mobile Website?A native app comes into its own for games and tools; a site usually suffices Mobile Mobile Web Cross-Platform App Applications SiteOnline content Y Y YOffline content Y Y (HTML 5 data store) YAudio / Video Y Y YInteractive graphics Y Limited YInstall on ‘home screen’ Y Y (iPhone) YMulti-platform Build for each device Y YSingle entry-point (URL) Requires install step Y Requires install stepLocation Services (GPS) Y Y YNotifications Y Y (SMS) YDevelopment costs Once per OS Once OnceMaintenance costs Repeated per OS Once OnceApp store required (cost) Y N Y NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 7. You get blamed for a bad mobile experienceNo site at all, or a single mobile presentation layer only, are no longer options Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame? Brand Network The User 60% The Phone (site) Provider 40% 44% 34% 29% 20% 0% 5% Source: Appetite, Yahoo! March 2010 Base: all those who access internet on mobile (n=1,240) NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 8. TechnologiesApps Device and OS fragmentation is not insurmountable either native, per platform or cross-platform ‘web-apps’ Don’t build native unless you need to “… develop new apps as web apps, and turn them into native apps when theyve been validated.” Daniel Roth, Fortune 500 (AdAge) NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 9. Mobile site implementation considerationsBecause of the proliferation of handsets, mobile is more complicated than desktop Developing a single mobile presentation layer is false economy A minimum of three is required (smart, feature and legacy phones) The are three broad approaches: Mobile CSS stylesheet within CMS Integrated with CMS and client hosted (parallel) Less risk for the client but reporting is poor (requires access to APIs) Integrated with CMS and supplier hosted (parallel) Produces a superior result but dependent upon on-going support from supplier Transcoded Quick to market, but neither highly resilient nor creatively adventurous It is impossible to do properly without using APIs for handset detection, capabilities definition, content adaptation and reporting NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 10. Incentivated – mobile web toolsNumerous APIs as well system integration and design resource NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 11. The value of third party tools (APIs)Mobile relies upon data from mobile networks and handsets are diverse Uniqueness For cellular this is not measured by IP address but a unique and persistent ID from the mobile network Most desktop reporting tools misclassify or lose many mobile sessions Device identification There are over 10,000 profiles and 5-10 are added each day A cached resource will be out of date very quickly Managing such a resource is costly Real-time content adaptation MIME type support varies by device, screen-sizes differ, coding frameworks are diverse, handsets have different hard and soft buttons NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 12. Web request from user Client hosted solution Client CMS Incentivated Environment Web services communication (via public internet) PCD Get device Third Party content identification Third Party content providersThird Party content N Mobile Select desktop device? template (PCDLite) Serve Y desktop page Other client data-feeds Select mobile Identify phone template capabilities Mobile templates Existing Select assets capabilities Repurpose assets (CMSi) Requirements for Serve RBKC portal mobile page Incentivatedproduce for project NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 13. Web request from user Supplier Hosted Solution Client CMS Incentivated Environment Web services communication (via public internet) PCD HTTP 302 Get device Browser identification redirect Cached lookup(transparent for user) Mobile Y Redirect user device? (PCDLite) Select desktop N template Redirected Serve user request desktop page Other client data-feeds Mobile templates Existing capabilities Client side Content Data XML Data Feed Serve implementation mobile site Third party content Incentivated Third Party content providers Third Party contentproduce for project NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 14. Design and UX are as important as on desktop Navigation – ‘Bread Crumbs’Location dependant content Leading content Promoting Maps SearchTime/promo specific content Leading content Navigation - Menu NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 15. ‘Cookie cutter’ or bespoke approach to a site? NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 16. Information ArchitectureProduct Category Hierarchy Campaign Ability to manage all product centrally Site Taxonomy to be shared across Master multiple sites Category Primary Structure Site Segmented deployment to campaign sites Mobile Site NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 17. Enterprise Content Management Master Head Office Content Created Content Translation English German French Italian Layer UK UK UK CampaignsWebsite Mobile site Mobile App Social Email/SMS Channel Content NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 18. mCommerce integration options(i) Integration directly with client back-office Commerce Client Systems (airport example) Network Mobile Environment Channels Internet Data 3rd Party Ecommerce Encryption Protocols / Wireless Security Parking eCommerce Wired Network / WIFI / 3G / GPRS Website Secure Transfer Protocol / Firewall Information Platform Transactions Database Customer Database Parking Database Redirect to Mobile Site Incentivated Incentivated Mobile Data Flight Content Repurposed Designed for Mobile Capability Detection Order Management Location Detection Information Mobile CMS Payment Databases Application Servers NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 19. mCommerce integration options(ii) Integration with eCommerce platformClient Systems (airport example) Commerce Channels Network Mobile Environment Internet Data Ecommerce Encryption Protocols / Wireless Security Parking 3rd Party Website Secure Transfer Protocol / Firewall Wired Network / WIFI / 3G / GPRS Information eCommerce Incentivated Platform Redirect to Mobile Site Order Management Incentivated Micro Payment Mobile Data Mobile CMS Transactions Database Customer Database Parking Database Flight Content Repurposed Designed for Mobile Capability Detection Location Detection Information Application Servers NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 20. Contents Potential topics Supporting material About Incentivated NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 21. TechnologiesEnterprise messaging Messaging volumes continue to grow – everyone can use SMS and MMS Reaching consumers with enterprise messaging is incredibly effective NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 22. TechnologiesEnterprise messaging Messaging volumes continue to grow SMS (top line) MMS (bottom line) 120 1 CAGR 31% 0.9 100 0.8 0.7 80 0.6 60 0.5 0.4 40 0.3 0.2 20 0.1 0 0 2004 2005 2006 2007 2008 2009Ofcom, August 2010 NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 23. TechnologiesApps Consumers have downloaded more than 13 billion apps from the Apple App Store and Android Market in under three years 36.4% of people use mobile apps* >7m People download apps for their mobile phones *Excluding native games Source: comScore, January 2011 NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 24. TechnologiesMobile internet Every year, more and more consumers are accessing the internet on their mobile devices 20,000,000 44% growth in 2010 18,000,000 16,000,000 24% YOY growth 14,000,000 Data charges between 2008 and 2009 12,000,000 removed 10,000,000 8,000,000 6,000,000 Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09 Dec-09 Jun-10 Dec-10Source: comScore 3 month rolling average NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 25. TechnologiesShortcodes & QR codes QR codes work much the same as the barcodes you see printed on products at a retailer A code is scanned using a device (mobile) and software (QR reader), and is translated into meaningful information (e.g. web links) Incentivated’s QR code campaign for STA Travel NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 26. TechnologiesLocation marketing Location marketing is a means to target specific groups more effectively based on where they are, and to provide useful and relevant services to consumers wherever possibleIncentivated’slocationcampaigns for: DKNY Mothercare Plings (DCSF) NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 27. StrategiesmCommerce The best commerce strategies encourage consumers to purchase and consume content and products on the go 85% Increase in mobile retail usage in EU5 from 2009 to 2010* 35% Of people search for products to buy on their mobile phones** *The comScore 2010 Mobile Year in Review **Brandbank 2010 mCommerce Content Report NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 28. King of Shaves – mCommerce app Home Page m-Video Delivery details Payment options NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 29. Contents Potential topics Supporting material About Incentivated NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 30. Who we are Incentivated is an independent technology company We have 10 years’ experience operating exclusively in the mobile marketing services sector We help our international client base deliver integrated acquisition, CRM, and mCommerce campaigns for mobile NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 31. Who we areJust some of our clients NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 32. Incentivated - Mobile Specialists Technologies Needs 5 formats 3 key areas of client activity Enterprise Messaging (SMS, MMS Acquisition etc) After Sales / CRM Mobile Internet mCommerce Apps Short codes and QR codes Location marketing Services 2 consultancy offerings Creative Strategy NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 33. Incentivated – How we work with clientsEngagement is spread across three levels CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services Campaign strategy and execution Marketing, Creative & Design, build & hosting of mobile internet sites* Advertising Agency Mobile advertising planning & buying Consulting, insight & post campaign analysis Mobile and email marketing Mobile Marketing, Internet Mobile internet site publisher & mCommerce Platform mCommerce suite Self-serve functionality (“SaaS”) SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes Messaging Gateway & Mobile content management system (CMS)** Software Company Systems integration and various APIs Development of both handset & server-side apps *Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 34. Mobile’s role in your business strategy Attract Interact Transact (acquisition) (mCRM ) (mCommerce ) NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 35. Services As well as technology products and consultancy, within mobile Incentivated offers both creative and managed services Design and UX 24/7 support and maintenance NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 36. ServicesCreative Our creative ideas contribute to our award winning projects, and help us deliver effective campaigns that are differentiated from anything else on the market Incentivated’s creative work for: Recycle for London M&S Jaguar NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 37. NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 38. NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 39. NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 40. NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 41. NMA Live Masterclass (mobile) 20/5/11 Copyright Incentivated Limited 2011
  • 42. Thank You Jonathan Bass Managing Director jonathanb@incentivated.com Incentivated 23 Curtain Road London EC2A 3LT Tel: 0845 130 3985(No code reader? Text CODE to 62233for a link to a reader appropriate for yourphone) Copyright Incentivated Limited 2011 www.incentivated.com

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