Mobile Direct Marketing


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Elements to consider with using mobile as a direct marketing channel.

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Mobile Direct Marketing

  1. 1. Mobile Direct Marketing Scott M. Alexander President Marketing Enablement
  2. 2. Summary 1. Mobile browsing and application use is a growing segment of the mobile industry. Currently, 7% of all mobile phone users access the internet through their mobile device, with 15% of 18-24 year olds accessing. It is forecast that by end of 2008, 18-24 yrs accessing the internet through mobile devices will be above 40%. 2. Mobile devices in the mobile environment do not play by the same rules as the desktop. This is not all due to the lack of standards, but due to the highly varying needs of the mobile user. 3. The differing capabilities of low-end mobile phones, high-end smart phones, and alternative devices also lead to a variable environment. 4. Marketing Enablement has developed a mobile develop framework and a set of best practices focused on user access, information architecture, content and design of mobile browsing applications. 2
  3. 3. Food for Thought! • • • • • 2.8 billion wireless phones globally 84 million households in US own at least one phone You can reach a wider audience than the billion computers globally Mobile phones are growing faster (85% HH penetration by 2010) than computers (79% HH penetration by 2010) People carry their mobile phones every where they go and are depending on them more and more for answering questions and accomplishing tasks 3 Source: Wireless intelligence, 2007
  4. 4. Mobile Marketing Opportunities Messaging • • • • • SMS MMS Instant Messaging Keywords & Short Codes eMail Mobile Browsing & Advertising • • • • • • • • Banner Ads Text Links Interstitials Video Billboards Search Location Specific Ads Local Search Display Ads Mobile Sites Applications and Content 4 • • • • • • Ring Tones Audio Video Games Live Broadcast TV Ad Supported Content Sponsorship • Proprietary Applications • Shared Widgets
  5. 5. Mobile Application Environment •Widgets •Ringtones •Games •Videos •MSNBC Multi-media •AdvantGo •SprintTV •T-Mobile •Verizon •AT&T •Sprint •eComm •Yahoo! Go •AOL MyMobile •Sprint OnDemand 5 • • •
  6. 6. Mobile Application Environment Data Reliability – Present unless device lost Interaction Flow – Good Freshness of Data – Takes Effort Interaction Richness – Good Device Impact – Wide Delivery Across “Feature Phones” Data Reliability – Present unless lost Interaction Flow – Excellent Freshness of Data – Takes Effort Interaction Richness – Rich Device Impact – Limited to “Smart Phones” App Native App MultiPlatform (Windows Mobile, ARM, Palm,Symbian, UIQ, QT, Linux, data sync) (BREW, Java ME, Flash Lite, SVG, mojax) Widgets Web Messaging (xHTML Basic, xHTML MP, WML, iMode, ECMAScript) (SMS, MMS, IM, picture) Data Reliability – Could be delayed Interaction Flow – Very slow Freshness of Data – Good Interaction Richness – Scarce Device Impact – All support Texts, Wide for Other messaging Data Reliability – Only when data access Interaction Flow – Slow Freshness of Data – Excellent Interaction Richness – Moderate Device Impact – Wide Delivery for xHTML, and narrow for script 6
  7. 7. The Next Step is Multi-Model Strategies Device applications launch other device applications • • • • • Messaging Mobile Browsing & Advertising Opt-In Text Message Initiates Download of Application, or Text Turns On Device Application Applications and Content 7 • • • • • • • • • • • • • • SMS MMS Instant Messaging Keywords & Short Codes eMail Click of a Banner Ad Opens a Site, starts a download or triggers an on-device application Operational Text Responses that include a MMS link or component Banner Ads Text Links Interstitials Video Billboards Search Location Specific Ads Local Search Display Ads Mobile Sites Ring Tones Audio Video Games Live Broadcast TV Ad Supported Content Sponsorship • Proprietary Applications • Shared Widgets User Enters Cellphone Number into Desktop and a SMS Text Message is Sent with Download Initiation
  8. 8. Update!! What is Affecting the Tipping Point for Browsing 1.2 1 0.8 Tipping Point for SMS 0.6 0.4 Tipping Point: when 50% of 18-24yo access the internet through their phones 0.2 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 3G Mobile Phone Sub. Index (2011 = 297m) Users with Data Packages Phones with Internet Feature 18 24 yo Users Accessing Internet 18-14 yo Using SMS 8
  9. 9. Mobile Value Chain’s Many Links 3. Application Providers (Mobile ASPs and Discreet Applications Embracing Mobile and Preparing for Growth 2. Mobile Phone Developers (Better Screens, New Form Factors and Design) 1. Connections (Wireless Carriers and Aggregators) 4. Products and Services (Brands, Content Owners and Agencies) 5. Media, Internet and Retail Properties (Retail BnM, eStores, Social Networks) Creative Thinking and Use of Mobile 2.0 Interesting and Useful Mobility Tools Usability and Technology Standardization 3G Coverage and Lower Cost Data Plans 9
  10. 10. Best Practice Development Considerations Network •Speed •Wireless Carrier •Quality Marketing Enablement Framework •Strategy •Information Architecture •Content •Development User Needs •Research •Commerce •Price Sensitivity •Preferred Device Class Application •Platform •Reliability •Interface Device Capability •Class •Interfaces (I/O) •Technology Platforms 10
  11. 11. Select Handset Manufacturers and Devices Class Manufact urer Device Rendering Engine App. Platform OS Height (in) Width (in) Diagonal (in) Area (sq in) Stylus/Touch Palm Treo 755p Blazer Palm OS Palm OS Garnet v5.4.9 1.74 1.74 2.5 3.1 Stylus/Touch Apple iPhone Safari Apple Modified MAC 3 2 3.5 6.1 Stylus/Touch Sony Ericsson M600i Opera 8 Symbian 2.55 3.25 Stylus/Touch Cingular 8525 JAVA ME Windows Mobile 2.8 3.9 Scroll and Select Nokia N95 S60 3rd Edition Symbian 9.2 2.6 3.4 Scroll and Select RIM BlackBerry Curve 8320 JAVA BlackBerry OS 4.2.2 2.5 3.1 Scroll and Select LG VX8350 Mobile Browser BREW n/a 1.2 .72 Scroll and Select Motorola Rizr Z3 Openwave BREW n/a 1.9 1.8 S60 Browser Many Different Variables 11
  12. 12. December 2007 Research: UK iPhone Users • 60% of Q2 Europe iPhone customers in the UK were sending or receiving more than 25MB of data a month. This is equivalent to: – 7,500 emails without attachments – 25 Youtube Videos – 1,250 mobile web pages • • Less than 2% of other Q2 Europe customers (those not using the iPhone) are using more than 25 megs. It was found that it is not necessarily the network that causes more or less data use, but the device itself. For example, The Nokia N95 runs on a 3G network but has much less data usage than the iPhone on a 2G network (Though the iPhone also runs on Wi-Fi which is faster than 3G). The N95 has a smaller screen size (2.6 inch diagonal) than the iPhone (3.7 inch diagonal) 42% bigger. iPhone Effect 12
  13. 13. Mobile Site Creation Solution Framework Creating Mobile Site based on Desktop site Creating Mobile Site Only, no Desktop site exists IA Create Site Map Strategy Wireframes Determine Segments & User Goals Determine which content on existing site can be used GAP Analysis Perform Competitive Analysis Determine which users goal are most important Determine User Access Determine Class and Device, Needs Develop Workflow Develop Business Requirements Content Development Develop new content for site Develop applications for site Design & Development Hard Launch Soft Launch Quality Control Differences from Desktop 13 Develop Creative