2013 Mobile Era by คุณอรนุช

1. 2013
Mobile
Era

2. Content
• Mobile
Technology
Evolu1on
– Mobile
Telecom
Standard
– Mobile
Phone
• Current
Market
Situa1on
• Mobile
Telecom
Ecosystem
• Mobile
Trend
2013
• Mobile
Marke1ng
• Some
advice
for
brands
• Key
terms
that
we
should
know

3. Mobile
Technology
Evolu9on

6. Smartphone
reached
30%
market
share
in
2011

7. Android
became
dominant
smartphone
OS

10. Bigger
and
Bigger (Display
size)

12. SMS
Marke9ng

13. Mobile
VAS
(Before
Appeconomy
Era)

14. SMS
Marke9ng
hCp://expertwebworx.blogspot.com/2012/10/bulk-­‐SMS-­‐service.html
hCp://www.xchosms.com/

16. Current
Market
Situa9on

17. Mobile
Market
Share
(Q3
2012)
Source
:
nbtc.go.th
Non
voice
revenue
is
growing
up
(Q3
2012)
Source
:
nbtc.go.th

18. (Nov
2011)
Source
:
we
are
social
but
now
Mobile
S u b s c r i b e r s
i n
Thailand
is
around
81M

20. Mobile
Telecom
Ecosystem

21. Mobile
Telecom
Ecosystem
(Before
2007)

22. The
9pping
point…

23. Current
Mobile
Telecom
Ecosystem
Carrier
Applica1on
Stores
Hardset
Vendor
OS
Providers
3rd
Party
Players

25. Mobile
Trend
2013

26. Mobile
Trend
2013
• Mobile
Device
BaCles
• Mul1
Screen
World
• Apps
&
HTML
5
• Responsive
Web
Design
• Personal
Cloud
• Internet
of
Things
• Mobile
Payment
• The
rising
of
Mobile
Apps
from
Thai
Startups

27. Mobile
Device
BaTles
Mobile
devices
will
pass
Consumeriza1on
drives
PCs
to
be
most
common
tablets
into
the
enterprise
Web
access
tools

28. The
New
Mul9-­‐Screen
World

29. The
New
Mul9-­‐Screen
World

30. Apps
&
HTML
5
With
the
convenience
introduced
by
HTML
5,
it
will
be
the
preferred
standard
for
applica1on
design
and
development

32. Responsive
Web
Design
Responsive
design
is
becoming
the
go-­‐to
way
to
present
web-­‐based
content.
Designing
specifically
for
every
device
in
the
world
is
nothing
short
of
impossible
and
this
alterna1ve
proves
to
be
a
very
reliable
op1on
to
allow
content
to
be
consistent
across
plaWorms.
Prepare
to
make
your
own
website
fluid
because
the
number
of
people
who
access
the
internet
from
tablets
and
smartphones
are
growing
at
a
skyrocke1ng
pace.

33. Personal
Cloud
Cloud
will
be
center
of
digital
lives,
for
apps,
content
and
preferences.
Sync
across
devices.
Services
become
more
important;
devices
become
less
important.
hCp://www.zdnet.com/blog/perlow/personal-­‐cloud-­‐solu1ons-­‐own-­‐your-­‐data/17930

34. Internet
of
Things
Mobile
devices
and
computers
will
not
be
the
only
ones
connected
anymore,
as
we
slowly
see
the
rise
of
smart
homes
the
internet
of
things
will
be
an
inevitable
part
of
our
future.
hCp://www.nkonnect.com/technology-­‐solu1ons/internet-­‐of-­‐things/

35. Recommended
Book
hCp://www.alexandra.dk/uk/services/Publica1ons/Documents/IoT_Comic_Book.pdf

36. Mobile
Payment
hCps://squareup.com/

37. Mobile
Payment
mPOS
(Mobile-­‐Point-­‐of-­‐Sale)
has
come
to
Thailand
What
does
it
mean
for
Thai
people?

38. Mobile
Payment
hCp://digio.co.th/

39. The
rising
of
Mobile
Apps
from
Thai
Startups
ShopSpot
Symbols
of
Style

40. The
rising
of
Mobile
Apps
from
Thai
Startups
Boxbox.me
Wongnai

41. The
rising
of
Mobile
Apps
from
Thai
Startups
Privepass

42. What
does
it
mean
for
Thai
Digital
Marketers?
Thai
Startups
Digital
Marketers

43. Mobile
App
business
Models
Pay
per
download
In
app
purchase
Adver9sement

44. In
App
Purchase

45. In
App
Purchase

46. The
meaning
of
Top
Chart
on
Appstore

47. Mobile
Marke9ng

48. Mobile
Marke9ng
• Mobile
Search
Ads
• Real
1me
bidding
(RTB)
• Rich
Media
Ads
• Facebook
Mobile
Ads
• Loca1on-­‐Based
Marke1ng
• Campaign
with
QR
Code
• Mobile
with
Print
Ads
• Interac1ve
Catalogue
App
• NFC
with
Mobile
Ads
• Branded
Mobile
Applica1on
• Co-­‐Campaign

49. Worldwide
Mobile
Adver9sing
Revenue
to
Reach
$11.4
Billion
in
2013

50. Set
up
your
Who
is
your
Target
group?
Define
Clear

52. Define
“Call
to
Ac9on”

53. Mobile
Search
and
Ad
Placement

54. Mobile
Search
Ads
Deliver
relevant
ads
based
on
keywords
(Generic/Brand
Keyword)
Text
Ads
Call
Extensions

55. Mobile
Search
Ads
Click
to
download

56. Mobile
Search
Ads
Loca9on
Extension

57. Real
9me
Bidding
(RTB)
Method
of
selling
and
buying
online
display
adver1sing
with
instant
auc1on.
Adver1sers
can
get
more
access
and
more
targe1ng.

58. Understand
Many
factors
• Demographic
of
your
target
users
• Business
Industries
• Crea1ve
Ads
• Bigger
isn’t
always
beCer
for
mobile
ad
clicks
In
order
to
maximize
the
features
and
func9onality
of
each
device,
mobile
Adver9sers
should
build
different
crea9ve
for
different
screen
sizes.
“Keep
monitoring
and
op9miza9on”

59. Mobile
Rich
Media
Ads

60. Mobile
Rich
Media
Ads

61. Mobile
Rich
Media
Ads

62. Mobile
Rich
Media
Ads

63. Mobile
Rich
Media
Ads
Perfume
Launch
by
Lancome
Average
Engagement
Time
~
3mins
Call
to
Ac1on
“Save
invita1on”
+
“Share
on
Facebook”
Click-­‐through
rate
(CTR)
75%
higher
than
the
industry
average

64. Mobile
Rich
Media
Ads
Nokia
Lumia
engages
smartphone
users
with
direct
interac9on
from
the
actual
device
interface
Winner
at
the
Australian
mobile
awards
2012
Average
Click-­‐through
rate
(CTR)
0.82%,
with
a
peak
of
1.39%
Engagement
levels
Average
Visit
Dura1on
2min
20sec
for
every
unique
visit
Average
%
of
new
visitors
79.3%,
achieving
the
goal
to
expose
the
product
to
new
customers
on
an
ongoing
basis.

65. Mobile
Rich
Media
Ads
Drive
awareness
of
the
Audi
Q3
by
Audi
Peak
Click-­‐through
rate
(CTR)
1.025%
Average
Click-­‐through
rate
(CTR)
0.67%
5%
of
consumers
clicked
through
to
download
a
brochure
and
7%
clicked
through
to
the
m-­‐site
for
more
informa1on.

66. Facebook
Mobile
Ads

67. Facebook
Mobile
Ads
Sponsored
Stories
Promote
user
generated
content
including
likes,
status
updates,
and
Open
Graph
stories.

68. Facebook
Mobile
Ads
Sponsored
Stories

69. Facebook
Mobile
Ads
Page
Post
Ads,
Promoted
Post
Help
you
reach
a
broader
audience
with
the
content
you
post
to
your
brand’s
Page.
(Photos,
Offer,
Ques1ons,
Videos
or
events)
Page
Post
Ads
-­‐
can
be
targeted
to
non-­‐
fans
Promoted
Post
-­‐
can
be
shown
only
to
fans
and
friends
of
fans,

70. Facebook
Mobile
Ads
Page
Post
Ads,
Promoted
Post

71. Facebook
Mobile
Ads
Mobile
App
Install
Ads
Mobile
app
install
ads
help
developers
reach
people
on
mobile
devices.
When
people
click
on
the
ad
on
the
mobile
device,
they
will
be
directed
to
the
App
Store
or
Google
Play
to
install
the
app.

72. Facebook's
news
feed
redesign
is
mobile
consistency
What
does
it
mean
for
Digital
Marketers?

73. Loca9on-­‐based
Marke9ng

74. Loca9on
Based
Marke9ng
hCp://www.telecomcircle.com/2009/06/introduc1on-­‐to-­‐lbs/

75. Loca9on
Based
+
AR

76. Redefine
Loca9on
Based
Marke9ng
by
technology
hCp://stores.bestbuy.com/887/files/2010/09/shopkick-­‐15-­‐36-­‐37.jpg

77. Touch
Point
QR
Code
Marker
Image
Recogni1on

78. QR
Code
hCp://farmbusiness.blogspot.com/2011/08/whats-­‐that-­‐
square-­‐using-­‐qr-­‐codes-­‐for.html
Provide
a
QR
code
instead,
the
user
can
easily
scan
the
digital
informa1on
from
the
printed
page
and
go
directly
to
the
link,

79. Campaign
with
QR
Code
Virtual
Store
hCp://www.businessinsider.com/the-­‐most-­‐crea1ve-­‐people-­‐in-­‐adver1sing-­‐2012-­‐7?op=1
hCp://www.it24hrs.com/2012/now-­‐virtual-­‐store-­‐thailand/
hCp://www.mythaiphotos.com/big-­‐c-­‐virtual-­‐shop-­‐in-­‐bangkok/
What
is
the
key
success
factor
of
this
case?

80. Mobile
Print
Ads
hCp://www.arip.co.th/1ps.php?id=414059
hCp://thumbsup.in.th/2011/07/digital-­‐adver1sing-­‐campaign-­‐magazine-­‐
speak-­‐trident-­‐by-­‐adapter/

81. Mobile
Print
Ads
Volkswagen
hCp://www.adweek.com/adfreak/10-­‐great-­‐magazine-­‐ads-­‐dont-­‐just-­‐sit-­‐there-­‐looking-­‐preCy-­‐132401

82. Mobile
Print
Ads
iSnap
by
the
Na9on
hCp://thumbsup.in.th/2013/01/isnap-­‐the-­‐na1on/

83. Interac9ve
Catalogue
App
IKEA
–
Using
Augmented
Reality
(AR)
hCp://crea1vity-­‐online.com/news/mccannerickson-­‐gives-­‐
new-­‐ikea-­‐catalog-­‐a-­‐vitamin-­‐pill/236165

84. Near
Field
Communica9on
Near
field
communica9on
(NFC)
is
a
set
of
standards
for
smartphones
and
similar
devices
to
establish
radio
communica1on
with
each
other
by
touching
them
together
or
bringing
them
into
close
proximity.
-­‐
Wikipedia
hCp://www.intomobile.com/2010/04/26/
hCp://technopundit.com/nfc-­‐in-­‐nokia-­‐mobiles/
near-­‐field-­‐communica1on-­‐to-­‐hit-­‐android-­‐
phones/nfcexample/

85. NFC
with
Mobile
Ads
hCp://www.nfcworld.com/2012/10/03/318174/
telstra-­‐promotes-­‐nfc-­‐in-­‐sydney-­‐and-­‐melbourne/
hCp://www.jcdecauxna.com/ hCp://www.nfcworld.com/
innovate/document/nfc-­‐and-­‐ 2013/01/07/321698/crosscliq-­‐delivers-­‐
marke1ng-­‐bridging-­‐gap
nfc-­‐magazine-­‐ad-­‐for-­‐blackberry-­‐rogers-­‐
and-­‐cibc/
What
is
the
key
success
factor
of
this
case?

86. Branded
Mobile
Applica9on

87. Branded
Mobile
Applica9on
Pampers
Hello
Baby
Pregnancy
Calendar
Useful
hCp://mashable.com/2012/03/02/branded-­‐mobile-­‐apps-­‐innova1ve/

88. Branded
Mobile
Applica9on
Ford
2013
Fusion
App
Ac1vated
by
capturing
the
Ford
logo,
the
app
let
fans
access
a
virtual
course,
where
they
could
test
drive
the
car.
A
new
course
was
added
every
day
from
early
December
un1l
the
reveal.
Useful
hCp://mashable.com/2012/03/02/branded-­‐mobile-­‐apps-­‐innova1ve/

89. Branded
Mobile
Applica9on
Mcdonald
This
app
uses
technology
that
accesses
McDonald’s
supply-­‐chain
and
Augmented
Reality
(AR)
to
deliver
interac1ve
informa1on
about
McDonald’s
food
(Where
their
food
has
come
from).
Useful

90. Branded
Mobile
Applica9on
Nike
The
Nike+
Running
app
tracks
distance,
pace,
1me
and
calories
burned
with
GPS,
giving
you
audio
feedback
as
you
run.
Useful
hCp://nikeplus.nike.com/plus/products/gps_app/

91. Branded
Mobile
Applica9on
MINI
The
game
challenges
you
to
hunt,
catch
and
escape
with
a
virtual
MINI
in
Stockholm
using
an
iPhone
app
and
your
own
two
legs.
The
catch
is,
you
have
to
get
within
50m
of
the
virtual
MINI
to
hit
“Take
The
MINI
Now”
in
the
app
before
escaping
as
fast
as
possible,
because
anyone
else
who
gets
within
50m
of
you
can
instantly
take
the
virtual
MINI
back!
If
you
are
the
person
holding
the
virtual
MINI
ater
7
days
of
24/7
gaming,
you’ll
win
a
real
MINI
Countryman!
Have
Fun!
Game
hCp://www.digitalbuzzblog.com/mini-­‐getaway-­‐arg-­‐game-­‐in-­‐stockholm-­‐2010/

92. Branded
Mobile
Applica9on
Coca-­‐Cola
Turning
beachfront
concept
store
into
a
lab
for
the
company’s
“Happiness
Refill”
project.
A
dispenser
that
give
young
cellphone
users
data
credits
to
browse
the
internet
rather
than
soda.
Useful
Brand
Experience
hCp://www.shakemelikeascroll.com/happinessrefill/

93. Branded
Mobile
Applica9on
Coca-­‐Cola
Coca-­‐Cola's
app
Chok
turns
mobile
devices
in
a
remote
control
that
the
user
shakes
when
a
Coke
commercial
comes
on
the
screen.
Have
Fun!
Game
hCp://www.prda.asia/how-­‐social-­‐media-­‐helped-­‐coca-­‐cola-­‐grab-­‐hong-­‐kong’s-­‐aCen1on-­‐once-­‐again/

94. Branded
Mobile
Applica9on
Muji
Useful
hCp://www.muji.com/app/

95. Branded
Mobile
Applica9on
Heineken
“Cheers”
Cheers
lets
you
simulate
the
clink
sound
of
two
boCles
with
your
smartphone
and
share
contact
with
friend.
Have
Fun!
hCp://mashable.com/2012/03/02/branded-­‐mobile-­‐apps-­‐innova1ve/

96. Co-­‐Campaign
No.
of
Users
:
10.2M
(Dec
12)
• Number
1
in
Chat
App
in
Thailand
• Number
3
in
the
world
ater
Japan
Taiwan
• Increase
of
1,150
%
in
just
one
year
• Co-­‐campaign
with
brand
(Telco,
Airline,
FMCG,
Banking,
Tourism
etc.)

97. Co-­‐Campaign
SHAZAM
Old
Navy
hCp://veronicawallstrom.com/blog/2011/02/shazam-­‐old-­‐navy/

98. Recommended
Book
Review:
hCp://thumbsup.in.th/2012/02/the-­‐app-­‐mobile-­‐case-­‐study-­‐book/

99. Some
advice
for
brands

100. 1

105. Check
your
goal
Check
your
resource
Mobile
Web
• Deliver
content
• Establish
broad
mobile
presence
(Easily
found
on
search
engines)
Mobile
App
• Interac1ve
engagement
• Work
like
computer
program

106. 2
When
we
develop
mobile
product…..
• Set
up
your
goal.
• Which
devices
your
users
use
most
and
design
for
the
right
device.
• Start
with
People,
not
Technology
-­‐
User
experience
is
heart
of
any
product.
• User
shouldn’t
search
very
far
for
your
product’s
key
value.
• What
is
product’s
key
value?
Don’t
try
to
put
everything
!!
– few
key
features
and
make
it
work
well
– feature
set
fits
the
mobile
experience
• Agile
Development
and
Test
Test
Test!

107. 3
Key
terms
that
we
should
know..
Gamifica9on
Case
Study
:
MINI
Gamifica1on
is
the
concept
of
applying
game-­‐
design
thinking
to
non-­‐game
applica1ons
to
make
them
more
fun
and
engaging.
–
gamifica1on.org
Case
Study
:
Foursquare
Case
Study
:
Shopkick
Case
Study
:
NIKE
hCp://www.gamifica1on.org/
hCp://thumbsup.in.th/2011/07/gamifica1on/

108. 3
Key
terms
that
we
should
know..
SOLOMO
Case
Study
:
MINI
Social
Local
SOLOMO
Case
Study
:
NIKE
Mobile
Real
life
x
The
internet
x
Real
Time

109. 3
Key
terms
that
we
should
know..
ZMOT
hCp://vimaltripathi.posterous.com/zmot-­‐zero-­‐moment-­‐of-­‐truth
hCp://www.zeromomentotruth.com/
hCp://thumbsup.in.th/2012/04/zmot/

110. “To
win
consumers’
aTen9on
and
trust,
marketers
must
think
less
about
what
adver9sing
says
to
its
targets
and
more
about
what
it
does
for
them”
–
Jeffrey
F.
Rayport

111. Reference:
Video
Clips
Volkswagen
hCp://www.youtube.com/watch?v=FhbkqFdKnP8
ShopKick
hCp://www.youtube.com/watch?v=2uixneqbqkI
Pamper
Hello
Baby
hCp://www.youtube.com/watch?v=rjW8aAqrsOk
Ford
Fusion
hCp://www.youtube.com/watch?v=d5QMrIvZzow
Mcdonald
(Trackmymacca)
hCp://www.youtube.com/watch?v=zBnqg_KTSIc
Nike+
hCp://www.youtube.com/watch?v=46hEaFKa638
Mini
hCp://www.youtube.com/watch?v=WMWu1h_6OfE
Refill
Happiness
Coke
hCp://www.youtube.com/watch?v=M4jPl-­‐nL-­‐YM
CoCa
Cola
Chok
hCp://www.youtube.com/watch?v=pEDsERv-­‐rFA
Heineken
hCp://www.youtube.com/watch?v=Cemdionmmlc
Shazam
Old
Nav
hCp://www.youtube.com/watch?feature=endscreenNR=1v=Q67kJC8JuYk

112. Oranuch
Lerdsuwankij
TwiTer:
@mimee
Email
:
mimee@thumbsup.in.th
Website
:
hTp://thumbsup.in.th