Copyright 2012 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
Mobile...
Copyright 2012 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
Click ...
Mobile Game Changers
1. Mobile Web for Mobile Marketing
•  Case for Mobile Web as mobile marketing tool
2. Social Mobile –...
Who are we?
Ville Kulmala (Finland) – Managing Director – Mobile Spark
Twitter: @villekulmala
•  Over 15 years in technolo...
Mobile Web for Mobile Marketing
“It’s an App World - The Web Just Lives in It”
Ref: March 2013 - Flurry - Time spend on iOS & Android devices
BROWSER (20%...
Native issue – Device Fragmentation
Android device fragmentation - popularity of device models
running Android OS
Positioning - Mobile Web vs. Native
Na#ve	
  apps	
  and	
  mobile	
  web	
  have	
  differen#a#ng	
  posi#oning	
  
for	
 ...
Social Mobile – The Big Picture
Social Macro perspective – 4 yrs ago
Social Macro Perspective – 3 yrs ago
Social Macro Perspective – 1 month ago
Facebook: More than 400 billion Open Graph
actions have now been shared.
“110 milli...
Social Macro Perspective – The Law
Mark Zuckerberg - 2008
Social	
  Mobile	
  Web	
  
	
  
•  More	
  sharing	
  about	
  everything,	
  	
  
	
  	
  	
  	
  	
  increase	
  of	
  ...
Mobile Word of Mouth
•  6 second video clip with sound
•  Continuous loop
•  Perfect for today's short attention span
•  Developed by Twitter f...
Use Case Ideas
Urban Outfitters
https://vine.co/v/b5HEYV0IQPJ
Travel	
  
h@ps://vine.co/v/bwmVwXJ2aXM	
  
	
  
Bacardi	
  ...
Case Study – Profiling Users for WOM
Stage	
  #1	
  	
  
-­‐	
  Get	
  people	
  (profiles)	
  connected	
  
-­‐	
  Feed	
 ...
Case Study – Web-Only Mobile Content
• Immediate access through web
browser (no download of app)
• Reading offline - just ...
Nike + FuelBand
•  Very popular product
•  iPad/iPhone Native App
•  Integrated Twitter account
and missions
•  Many new t...
Conclusion
1.  Mobile Web for Marketing
Discovery - Mobile Web is Discoverable
2.  Social Mobile Web is an investment
Thin...
Thank you!
Ville Kulmala – Director
Twitter: @villekulmala
TO DOWNLOAD FULL PRESENTATION
CLICK HERE – PAY WITH TWEET
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Mobile Game Changers 2013 - The Internet Show & Mobile Show 2013 Presentation

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Title: Mobile Game Changers #13

Conference: The Internet Show & The Mobile Show Asia 2013

Singapore - 24th April 2013

Ville Kulmala - Director - Mobile Spark

Twitter: @villekulmala


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1. Mobile Web for Mobile Marketing

Case for Mobile Web as mobile marketing tool


2. Social Mobile – The Big Picture

Past, current and future of mobile social media


3. Mobile Word-of-Mouth

How to take advantage of WOMM in a mobile web

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Transcript of "Mobile Game Changers 2013 - The Internet Show & Mobile Show 2013 Presentation "

  1. 1. Copyright 2012 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information Mobile Game Changers #13 The Internet & Mobile Show Asia - Seminar Singapore - 24th April 2013 Ville Kulmala - Director - Mobile Spark Twitter: @villekulmala
  2. 2. Copyright 2012 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information Click the bird to send a tweet!
  3. 3. Mobile Game Changers 1. Mobile Web for Mobile Marketing •  Case for Mobile Web as mobile marketing tool 2. Social Mobile – The Big Picture •  Past, current and future of mobile social media 3. Mobile Word-of-Mouth •  How to take advantage of WOMM in a mobile web
  4. 4. Who are we? Ville Kulmala (Finland) – Managing Director – Mobile Spark Twitter: @villekulmala •  Over 15 years in technology industry. Technology and Business Consulting for global companies such as Nokia, Accenture, Logica, ING, ABN AMRO, Heineken, LibertyGlobal, KPN, Areva, Logica and Fortis. •  Mobile Spark is a mobile marketing agency, with offices in The Netherlands, Finland and Hong Kong - serving brands like Sofitel and Sentosa. Excellence in management of mobile and web projects. •  Chairman for a large regional mobile industry platform – Mobile Monday Thailand – momobkk.com
  5. 5. Mobile Web for Mobile Marketing
  6. 6. “It’s an App World - The Web Just Lives in It” Ref: March 2013 - Flurry - Time spend on iOS & Android devices BROWSER (20%) APP (80%)
  7. 7. Native issue – Device Fragmentation Android device fragmentation - popularity of device models running Android OS
  8. 8. Positioning - Mobile Web vs. Native Na#ve  apps  and  mobile  web  have  differen#a#ng  posi#oning   for  a  client  interac#on.     Mobile Web ➔ Discovery - Linkable - Searchable - Shareable - Trackable Native Apps ➔ Loyalty - Mobile interface for mobile web content
  9. 9. Social Mobile – The Big Picture
  10. 10. Social Macro perspective – 4 yrs ago
  11. 11. Social Macro Perspective – 3 yrs ago
  12. 12. Social Macro Perspective – 1 month ago Facebook: More than 400 billion Open Graph actions have now been shared. “110 million songs, albums and radio stations have been played 40 billion times” via Facebook-integrated apps and “1.47 million books have been shared.”
  13. 13. Social Macro Perspective – The Law Mark Zuckerberg - 2008
  14. 14. Social  Mobile  Web     •  More  sharing  about  everything,              increase  of  sharing  without  ac5on     •  Facebook,  Twi@er,  Google,  Apple    and  others  will  further  expand  their   ecosystems  to  the  mobile,  machines  (m2m),  and  more     •  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       Social Macro Perspective - The Future
  15. 15. Mobile Word of Mouth
  16. 16. •  6 second video clip with sound •  Continuous loop •  Perfect for today's short attention span •  Developed by Twitter for Twitter Use case ideas •  Give followers a sneak peek of a new •  Engage followers - contents - instructions •  Promotions - offers •  Instagram on steroids Realities •  Creating quality content takes a lot of time Case Study – Mobile Video WOM
  17. 17. Use Case Ideas Urban Outfitters https://vine.co/v/b5HEYV0IQPJ Travel   h@ps://vine.co/v/bwmVwXJ2aXM     Bacardi  UK   h@ps://vine.co/v/b1ePKlvEYv7     Peanut  Bu@er  Co   h@ps://vine.co/v/bIjdL3vTOtm     User  created:   h@ps://vine.co/v/blrW6wMzEpa     Good  source:   h@p://brandsonvine.com/   Case Study – Vine – Resources
  18. 18. Case Study – Profiling Users for WOM Stage  #1     -­‐  Get  people  (profiles)  connected   -­‐  Feed  everything  and  anything       Stage  #2     -­‐  Work  the  data  -­‐  profile  customers  -­‐  understand   -­‐  Connect  Facebook  with  music  taste   -­‐  Open  pla^orm  for  innova#ons  (third  party  apps)     Stage  #3     -­‐  Offer  something  of  a  value  for  each  profile   -­‐  Connect  profiles  with  mone#za#on  (ads  market)   -­‐  Let  people  share  WOM  it  without  feeling  nega#ve     "All roads leads to listening music on Spotify”
  19. 19. Case Study – Web-Only Mobile Content • Immediate access through web browser (no download of app) • Reading offline - just like native app • One registration - All access – subscription will offer customers access to FT content through a range of devices • Speed – the new app offers improved performance. • Automatic updates – instant product improvements with no need to download new versions of the app.                  
  20. 20. Nike + FuelBand •  Very popular product •  iPad/iPhone Native App •  Integrated Twitter account and missions •  Many new third party apps •  From augmented reality (AR) sports to online gaming •  The new social mobile ecosystem of sport Case Study – Social Sports for Mobile
  21. 21. Conclusion 1.  Mobile Web for Marketing Discovery - Mobile Web is Discoverable 2.  Social Mobile Web is an investment Think Future - Position your mobile efforts for growth 3.  Take advantage of the next "New” Tap into third party innovations (startups etc.) Often free yet very efficient
  22. 22. Thank you! Ville Kulmala – Director Twitter: @villekulmala TO DOWNLOAD FULL PRESENTATION CLICK HERE – PAY WITH TWEET

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