MAD World Asia - Mobile Show Singapore - mobile game changers - 26th april 2012
Mobile Game Changers!MAD World Asia 2012!Mobile Show Singapore!26th April 2012!!Ville Kulmala – Mobile Spark!Twitter: @villekulmala!
Who are we?!Ville Kulmala (Finland) – Managing Director – Mobile Spark!!Twitter: @villekulmala!!- Over 14 years technology and business consulting experience for global companies such as Nokia, Accenture, ING, ABN AMRO, Heineken, KPN, Areva, Logica and Fortis.!!- Mobile Spark is a mobile marketing agency, with ofﬁces in The Netherlands, Finland and Hong Kong. !!- Chairman for +1000 members strong Mobile Monday Thailand.! !
Mobile Game Changers!1. Web Apps for Mobile Marketing !!- Case for Web Apps as mobile marketing tool!!2. Mobile Word-of-Mouth !!- How to take advantage of WOMM in a mobile!!3. Social Mobile – The Big Picture!- Past, current and future of mobile social media!
Stats – Mobile Web vs. Native !Na#ve apps and mobile web con#nue to grow on separate paths. Fragmenta#on con#nues. Of all users: 36.4% use their mobile browser 34.4% use their na5ve Apps Twi$er 14% use their mobile browser 8% use their na5ve Apps (Comscore – US based users) / (Twi6er)
Positioning - Mobile Web vs. Native !Na#ve apps and mobile web have diﬀeren#a#ng posi#oning for a client interac#on. !Mobile Web ! !è Discovery!- Linkable!- Searchable!- Shareable!- Trackable!!Native Apps !è Loyalty!!!!Ref. Google!
Mobile Marketing Perspective “Funnel”! Mobile Web vs. Na=ve Na#ve apps and mobile web con#nue to grow on separate paths. Convert Loyal Exis#ng Customer / New Customer Customer Evangelist Discovery Loyalty ! ! Mobile Web Na5ve (web too..) ! ! !
What are your 3C’s ?!Complete Consumer Cycle!!“Consider your customer’s fullinteraction cycle”!
Case Study - Travel Industry! Case for Hotel Bookings apps (red).! Case for Photo Sharing apps (blue).! ! - Most interactions only focused on one step! ! - Relative importance of other customer interactions ignored.! - All steps should be considered for mobile marketing strategy.!
Case Study – High Impact Facebook!!Spotify!!- Seamless Facebook integration!- Fully integrated mobile app!- Facebook Timeline since Jan 12!- Sharing enabled in-app!- Artist pages link to Spotify!- Facebook / Spotify partnership!!“All roads leads to listening music on Spotify”! ! ! ! ! ! ! ! ! ! ! !!
Case Study – High Impact Twitter!Nike + FuelBand!!- Very popular product!- iPad/iPhone Native App ! !(partner)!- Integrated Twitter account ! !and missions! ! !Yet !!- Facebook “separation” and ! !“monologue” !- Physical device / App not ! fully integrated!!
Social Macro Perspective - The Future!Social Mobile Web -‐ More sharing about everything, increase of sharing without ac5on -‐ Facebook and others will expand their ecosystems to the mobile -‐ More means to share, third party developers oﬀer a way to tap in to new opportuni#es on a mobile Take advantage of new mobile tools -‐ Posi5on yourself for the growth – being ﬁrst does pay oﬀ, but it can be painful
Conclusion!1. Mobile Web Apps for Marketing ! ! Discovery - Mobile Web App is Discoverable !2. Social Mobile Word-of-Mouth Marketing! 3C’s - Cover your Complete Customer Cycle!3. Integrating your Social Mobile Marketing efforts! Think Future - Position your mobile efforts! for growth!!