A View on Mobile Marketing Universidade Católica Portuguesa | 5 de Abril de 2011
What is Mobile Marketing?«The use of wireless media as an integrated content delivery anddirect response vehicle within a cross-media or stand-alonemarketing communications program.» Mobile Marketing Association
Some nice-to-have data«Worldwide mobile ad spending is projected to grow from $2.7billion in 2007 to $19.1 billion in 2012, according to an eMarketerreport released in March 2008.»«Apple® today announced that more than 10 billion apps havebeen downloaded from its revolutionary App Store℠ by the morethan 160 million iPhone®, iPod touch® and iPad™ usersworldwide.», Apple, January 22, 2011«The revolutionary App Store offers more than 350,000 apps toiPhone, iPod touch and iPad users in 90 countries around theworld, with more than 60,000 native iPad apps available.», Apple,January 22, 2011
Some nice-to-have data«The amount of people using a cell phone for daily access to theWeb doubled from January 2008 to January 2009», InformationWeek,16th March 2009«UK mobile ad spend increased 99.2% year on year to £28.6m in2008, despite a declining ad market, according to the frst UKfgures produced by the Internet advertising Bureau andPriceWaterhouseCoopers.»«Fifty-one percent of U.S. subscribers access entertainment,games, news and social information via mobile phone each week,according to a new study published by research and consultationfrm Frank N. Magid Associates.»
What changed?2008 saw the beginning of the next phaseOpenness: shift from operator-centric universe to media-centricuniverseHigh-speed networks and fxed-rate data plans: removing barriersto consumer engagement on mobileCompelling new devices: iPhone, Android, Samsung Instinct, RIMBold and signifcant increases in smart phone penetrationThe rise of the App Store and engagement of the developercommunity Adapted from Mobile Application Advertising – Early | learnings and the signpost for the future!, October 2009, AdMob
What changed?Apple’s iPhone has been the game changer:More than 10 billion applications downloaded, 350,000 appsavailable. More than 160 million iPhones, iPod Touches and iPadsand a huge community of developers creating apps for thedevices worldwide.Not just Apple driving this change:Nokia launched Ovi applications, RIM launched Blackberry AppWorld, Microsoft launched Windows Phone Marketplace, andPalm launched the App Catalog…However, the Android platform powered by Google inconjunction with the Open Handset Alliance is already thestrongest competitor to Apple. Adapted from Mobile Application Advertising – Early | learnings and the signpost for the future!, October 2009, AdMob
What’s special about Mobile? Mobile is Personal it’s my phone, not our phone By √oхέƒx™: http://www.flickr.com/photos/vox_efx/
Mobile is PersonaleBudget Banco Best:Taking advantage of mobile being atruly personal media, Banco Best haslaunched an iPhone app whereanyone, not just its customers, cantrack and manage their personalfnances. Banco Best positions itselfthis way as a contemporaryinstitution, concerned about people,that helps them manage their lives.
What’s special about Mobile? Mobile is Ubiquitous it’s always in my pocket By dwanjabi: http://www.flickr.com/photos/meredith415/
Mobile is UbiquitousCardmobili:Cardmobilis value proposition is quitesimple: get rid of all the cards in yourwallet, while keeping them alwayswith you, using Cardmobili, availablefor any kind of phone, either throughan app or a mobile friendly site. Thisvalue-proposition has already grantedthis portuguese startup funding and 3international awards – Mobile 2.0Europe, Vodafone Mobile Clicks andMobile Premier Awards.
What’s special about Mobile? Mobile is Immediate I pick it every time it rings By Darwin Bell: http://www.flickr.com/photos/darwinbell/
Mobile is ImmediateViber:New smartphones like the iPhone,allow for push-notifcations to be sentto users of our apps. So, just like theSMS campaigns that have beenaround with tremendous success foryears, you can send informationdirectly to users of your apps withoutany cost. Viber has pushed this evenfurther and has developed a Skype-like app, where you can call anyonefree of charge if youre in a WiFi area –you get a notifcation and just answerthe phone.
What’s special about Mobile? Mobile is Local it’s with me wherever I am By Merry~Blues: http://www.flickr.com/photos/27987437@N06/
Mobile is LocalGranataPet:Check In! Snack Out!. That was themotto of GranataPets Billboardcampaign. Appealing to pet ownersand their beloved friends, GranataPethas developed billboards with built-infood dispensers. The billboardscompelled pet-owners to check-in inFoursquare to get free food for theirdogs. When the ceck-in was made,food would be released and the dogswould get a free meal on the spot!
What’s special about Mobile? Mobile is A Swiss Army Knife it’s internet, music, games, etc. By capcase: http://www.flickr.com/photos/capcase/
Mobile is a Swiss Army KnifeLogMeIn Ignition:Mobile devices have now such acomputing power, that you can evencontrol your laptop or desktopremotely from an iPhone or an iPad.Using LogMeIn Ignition, you can enteryour Mac/PC and open documents,edit them, manage applications orwhatever you need to do, withouthaving to have the computer withyou. Other apps allow you to read,edit and manage Ofce documents,to access your Financial software, andso on...
What’s special about Mobile? And above all virtually everybody’s got one! By wonker: http://www.flickr.com/photos/wonker/
How is it different from Internet?• Penetration is much higher (around 110%)• People are exposed to mobile 24h a day• It’s not as polluted for advertising (higher click through rates,higher notoriety, …)• It’s a great direct marketing tool• People are used to pay for content• Location, location, location…
How are people using Mobile?CommunicationSMS, MMS, Voice, Video-calls, e-mail, Social Networking, BloggingInformationNews, Product Info, Entertainment, Weather, Maps, Stock Quotes,Travel Information…EntertainmentGames, Ringtones, Music, Videos
How can we reach them?SMS Apps & WidgetsMMS BluetoothVoice Location BasedMobile Internet QR CodesContent RFIdGames …
Case Study | Chef OnlineFocus on RelationBranded AppDevice SpecifcUseful ContentBranded ContentVideo-IntensiveSocial Media IntegrationOnline Shop Integration
Case Study | RFM ViFocus on BusinessBranded AppAdvertisingDevice SpecifcEditorial ContentVideo and Audio-IntensiveSocial Media IntegrationPersonalization
What are the big issuesbehind Mobile Marketing?• Mobile Marketing is not cheap• Mobile Marketing campaigns tend to imply costs for theconsumers• Mobile Marketing is complex on the development side, becauseof the multiple platforms and lack of standardization• Mobile Marketing tends to be seen as intrusive, so you have tobe extra-careful when contacting users
So… Is this the year for Mobile?That’s simply not the question…Mobile Marketing has been quite signifcant for years – SMS is ahuge revenue stream for lots of companies exploiting it as amarketing and advertising media.Mobile is defnitely an important piece of any brand’s marketingmix. Consumers are using mobile to access the web and theyexpect brands to be there for them. It’s up to the brands to decideif they want their consumers’ experience to be a long wait to reachthe information he needs in a non-optimized website, or if theywant to take a close look at mobile and defne how will theirpresence be so that they can better serve their consumers, usingthe right mix of content and services available in the mobilehabitat.
The Real Challenge – ExposureThe Telco 2.0 ParadoxTelcos need to embrace the Telco 2.0 challengeNetwork as a Service is the way to go. Openness has been key tothe fantastic growth the Web as experienced in the last few years.For mobile data revenues to explode, operators need to face theapparent paradox: open up your walled gardens, keep exploringyour own services and content, but, above all, sell your networkcapabilities. Expose messaging, voice, presence, location, billing,subscribers, etc., through standardized webservices and lethundreds of thousands of developers worldwide delivercompelling multi-operator services , that will boost everybody’srevenues and create a much larger market!