or
Fs
ME
Moving to Mobile.
S
Katie Lips.

Appostles.
★ iPhone and Android Specialists.
★ Agency with growing team of experts. Hiring!
★ Strategy. Concept. Design. Build. Marketing.
★ Partners with agencies. Works for brands.
★ UK & NL based.

Why consider
mobile as part of
your marketing
strategy?

I love Mobile.
Er, but, no, not...

Landfill 2.0

Big Data Bills

Confusing Plans

“Feature” Phones

New
I love Mobile.

Mobile 2.0?
★ It’s all about Platforms
★ iPhone
★ Android
★ Blackberry
★ ... and others

Platform
iPhone &
iPod Touch
Developers & Customers
App Store

What's great about Mobile 2.0 is that this
is mobile for the rest of us. Mobile we can
work with. Platforms we can harness.
New customers we can meet. New ways
we can communicate.

A long time ago...
★ Special Sites for Special Devices
★ Accessibility for all meant SMS only
★ You’d need an expensive Mobile Marketing
partner

Problems including:
★ Lack of tech knowledge
★ High set up fees
★ High operating costs
★ Lack of awareness that mobile doesn't have
to be difficult...
Ruled most people out of mobile

“Mobile doesn’t
have to be
difficult”

Some tips for
Moving to Mobile!

Get a mobile-
friendly Website!

How to make your
website mobile friendly
★ Put your phone number on the homepage
★ Safari & other mobile browsers auto-detect
phone numbers
★ Add some code so iPhones know it's a
number can can call it with one click

<a href=\"tel:4415132422444\">
+44(0)151 3242244</a>

Don’t use Flash!

Consider Mobile Use
Cases
★ Consider that some people will access your
website via their phones
★ Maybe they just want your phone number so
they can call you
★ Make sure they can get in touch
★ Don’t say ‘Sorry’, say ‘Hello’!

Monitor the web
via mobile

And let’s not
forget voice

Skype
★ Get a SkypeIn number
★ Your number in...
★ New York
★ London
★ Leeds

Phonefromhere.com
★ Web to talk - Add
‘Call Us Now’ to your
web page
★ Lets customers
call you for free
★ At the point of
interest

SMS

SMS from your
desktop
★ Send SMS to your customers
★ Because it’s personal
★ Useful for data, instructions & directions
★ Call to action

3jam.com
★ SMS your customers
★ Simply
★ Quickly
★ Cheaply

SMS Campaigns
★ Send ads out
★ Get responses back
★ Measure success

itagg.com
flytxt.com
smsjunkies.co.uk

Mobile Market
Research

Blyk
★ Free mobile contract for
16-24 year olds
★ Users receive and
respond to ads
★ And they love it!

Mobile Apps

“A mobile website is for customers who
already know about you - you're making
it easier when they find you via their
mobiles. A mobile app, on the other
hand, distributed via an App Store can
push your message to new audiences.”

iPhone

iPhone Sales by Quarter
Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1-09
Units sold
270,000 1,119,000 2,315,000 1,703,000 717,000 6,892,000 4,363,000
in Quarter

Cumulative iPhone Sales
20,000,000
15,000,000
10,000,000
5,000,000
Q3 07
Q4 07 0
Q1 08
Q2 08
Q3 08
Q4 08
Q1 09

Handset OS
Market Share
Operating System Share
Symbian 44%
iPhone (and iPod Touch) 32%
RIM (Blackberry) 9%
Windows Mobile 8%
Palm 4%
Other 3%
Source: AdMob - using Admob
Analysed Apps

iPhone in Feb ‘09
★ 17 Million iPhones in 80 countries
★ 32% Worldwide Smartphone market share
★ Apple #3 Mobile Phone manufacturer
★ 20,000 Apps / 2.2 million downloads each day
★ 500 million apps downloaded (half a billion!)

App Store

The Opportunity?
★ Investors - speculate (KPCB’s iFund)
★ Enterprise - mobile workforce
★ Brands - your brand in 17m pockets
★ Web Services - extend reach via mobile
★ Mobile Services - The App business
★ Disposable Apps - apps as accessories
★ Games Developers - a new platform

Example Apps
★ Investors - Loopt
★ Enterprise - Salesforce.com
★ Brands - Carling’s iPint, Audi,
★ Web Services - Facebook, Remember the Milk
★ Mobile Services - Urban Spoon, Flirtomatic
★ Disposables - Sound Grenade, Sonic Lighter,
Ocarina
★ Games - Rolando from ng:moco

App Business Models
Paid App Low price Mid price
Ad supported
Free plus a ‘Lite’ e.g. Tier 1 e.g. Tier 4
Free App
version 59p £2.39
++ ++ + - --
Volume
Reward if
-- +++ ++ +++ ++
your app
stays in top 25
Reward if
-- -- -- -- --
your app gets
lost

Advertising for
Apps
★ AdMob - Ads and Analytics
★ MobClix - Ads and Analytics
★ Pinch Media - Ads and Analytics
★ PurpleTalk - (Ad Sharing)
★ Chillingo - Print Ads Partnerships

Case Study
★ A Cinema chain in Netherlands built an
iPhone app and...
★ 110,000 iPhone installed app
★ 3rd most successful Dutch application
★ iPhone app drove 67% of total traffic
Source: Sharewire

Case Study
★ 10% of their users on Nokia handsets
★ Only 60% of those people actively used the
app
★ They needed to market the app to this
audience
★ Who required lots of support
Source: Sharewire

Case Study
★ 81% of traffic came from iPhone users
★ Who downloaded the app via the App Store
with zero marketing spend
★ Of whom 98% were active
★ And required zero support
Source: Sharewire

Brands in the App Store

Simple Mobile Strategies
★ Make sure your website is accessible via
mobile
★ Make sure your website is useful via mobile
★ Don’t forget voice
★ SMS is now quite easy to work with

Use Mobile Apps to...
★ Monitor your website
★ Update your blog
★ Twitter

Make mobile apps to...
★ Extend your web service
★ ...and add new revenue streams
★ Reach new audiences via App Stores

Summary
★ Whilst big brands are leading, mobile is no
longer out of reach for SMEs
★ There are a range of mobile options, from
voice integration, to SMS to Apps
★ Most are a natural extension of your web
strategy!