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M2 roadshow europe nick lane mobile squared

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Transcript

  • 1. Session 1: Messaging & Marketing
  • 2. All about #1 4 billion mobile users, but only one me
  • 3. Cinema Usage Radio TV Print PC/laptop Mobile #1
  • 4. How to contact #1 Media contact per annum 7,000 6,000 5,000 4,000 Hours 3,000 2,000 1,000 0 Cinema Radio Print TV PC/laptop Mobile
  • 5. Mobile Media landscape, 2005-2007 Mobile operator Content provider Messaging Games Video TV Music Mobizines Location UGC Social networking Innovation Search Mobile Internet Mobile apps Mobile advertising
  • 6. 2008: The arrival of the open Internet The Mobile Medium high Messaging Voice Content provider Mobile operator Mobile Internet Mobile apps Priority Social networking Search Services Location Mobile advertising Low Content Next up?
  • 7. APPocalypse Now – all about the OS The Mobile Medium high Messaging Voice Mobile Internet Mobile apps Mobile operator Priority Social networking Search Sony Ericsson Blackberry Nokia/Ovi Samsung Android Apple Puma LG Services Location Mobile advertising Low Content Next up?
  • 8. Eyjafjallajökull
  • 9. Global disruption
  • 10. The mobile eruption
  • 11. The global picture
  • 12. Everyone is going mobile
  • 13. Game changer
  • 14. Mobile landscape make-up Device growth (mil.)* 2010 2015 Legacy 242.39 237.73 Featurephone 1,132.32 1,596 Smartphone 180.63 800.5 iPhone 10.2 45.4 Legacy * Australia, China, India, Indonesia, Japan, Philippines & Singapore Basic WAP functionality Featurephone Rich-media device, WAP with open Internet enablement Smartphone Advanced capabilities with PC-like functionality (5-10 times higher usage) iPhone Yardstick (20-50 times higher usage)
  • 15. Reach Mobile Internet iPhone Messaging Apps
  • 16. Actual noise Apps SMS iPhone Mobile Internet
  • 17. Consumers on mobile marketing 35% 30% 25% 20% 15% 10% 5% 0% Use your mobile phone to Use your mobile to find out Wait until back on PC Ignore altogether access the consumer about the consumer benefit benefit but wait until getting back on your PC before acting Consumers on apps • 35% of men and 14.5% of women know what the App Store (Apple) is • Knowledge of app stores diminishes with age • Knowledge of app stores is higher in the south of the UK compared to the rest of the country • 48% of men would be interested in using an app store for content • 44% of women would be interested in using an app store for content
  • 18. Consumers on brand communication If a company communicated with you using mobile after a purchase would you… 40% 35% 30% 25% 20% 15% 10% 5% 0% Appreciate the follow-up Appreciate the follow-up Welcome the Would find the Would find the communication and be communication and communication but it communication intrusive communication intrusive encouraged to spend continue spending a wouldn’t sway you to but would not and move your custom more similar amount at that keep spending with this discourage you from to another company company company spending at that company Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
  • 19. Consumers on mobile transactions Do you make transactions over £10 using your mobile phone... by demography? 100% 90% 80% 70% 60% 50% Yes No 40% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55+ Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
  • 20. Biggest challenge? Q.3 If an advert was served to you on your mobile phone that was 100% relevant to you at that moment in time, based on your location and requirements, would you…? 12000 10891 10000 Overcoming consumer apathy 8000 6000 4891 3963 4000 2000 1502 0 Click on the ad to Consider clicking Consider clicking Ignore the ad find out more on the ad but do on the ad but do altogether nothing nothing because you are worried about the cost Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
  • 21. Why mobile marketing? It is possible to use your mobile phone to purchase goods and services. How much are you willing to spend Of those users that will use their on goods and services using your mobile phone? mobile to make a purchase : 8,000,000 60% (5.4 million subscribers) will spend 500 Rupees (US$11.3) 7,000,000 17% (1.5 million) will spend 501-1,000 6,000,000 Rupees 5,000,000 In 2015 that 60% & 17.5% will equate to 69 million and 19.7 million 4,000,000 3,000,000 2,000,000 1,000,000 - 0-500 Rupees 1,001-2,500 10,000+ 2,500-10,000 501-1,000 I would not Rupees Rupees Rupees Rupees purchase items using my mobile phone Source: mobileSQUARED, consumer research, Apr 2010,
  • 22. Value chain … multiple permutations
  • 23. Interruption? Spend Campaign 1 Campaign 1 Campaign 2 Campaign 2 Campaign 3 Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Campaign 3 Campaign 4 Year 1 Year 2 Year 3 Time Fractured approach
  • 24. Development Consumers Spend Interaction Campaign 4 Campaign 3 Brand Campaign 2 Campaign 1 Time
  • 25. Stage 1: C.R.M.
  • 26. Stage 2: CRM 2.0
  • 27. Stage 3: BRM Consumer is in control Social media removes campaign-led dynamic from advertising Consumers controlling who can contact them: BRAND RELATIONSHIP MANAGEMENT
  • 28. What’s in it for me? Which of the following would you like to receive to lower the cost of using your mobile? 70% 60% 50% 5 SMS adverts per day in exchange for 250 free messages and 100 mins of voice calls per month Free games with adverts before playing 40% a game Free music with ads before listening to 30% music Free video (such as sport clips) with ads before and during the viewing 20% 10% 0% Source: mobileSQUARED, consumer research, Apr 2010,
  • 29. The truth about messaging
  • 30. Getting the message Asian messaging penetration 3.16 billion 3,500,000,000 3,000,000,000 2.39 billion 2,500,000,000 2,000,000,000 1,500,000,000 1,000,000,000 500,000,000 - 2009 2010 2011 2012 2013 2014 Source: mobileSQUARED, Morgan Stanley
  • 31. Messaging stats • 95% of all SMSes read • 90% read within 15 minutes SMS campaign: audience 10 million • 9 million read within 15 mins 1 operator in India distributes 100 million “marketing” messages per day
  • 32. PBM heading to India 2H10
  • 33. <25%
  • 34. BMW EfficientDynamics also in mobile The ultimate mobile marketing campaign The BMW Winter Tyres MMS campaign generated €33.2 million in new business to BMW from a mobile campaign based on 117,000 MMSes. Directly (and accurately) attributable to MMS Classic example of engagement marketing Cost of campaign €44,000 €0.20/MMS x 117,000 = €23,400 30% click thru + transaction (35,100 customers spent on average €946).
  • 35. Part 1: Communicating with #1 MESSAGING TIME TO CONSUMER PENETRATION
  • 36. Internet & Social Media
  • 37. Still all about #1 Now 4.0013 billion mobile users, but still only one me
  • 38. The users, by device category Device % of voice across selected markets 100% 90% 80% 70% 60% Legacy 50% Featurephones Smartphones 40% iPhone 30% 20% 10% 0% 2009 2010 2011 2012 2013 2014 2015 Source: mobileSQUARED, Asia report 2010
  • 39. Mobile is same as web, only different Delivering traffic via search – ranging from 12% for all users to 55% for iPhone users. So it’s important but not ubiquitous (Source – eMarekter) Delivering traffic via display – plenty of options for ad networks and exchanges but buying solely on price isn't wise. Users expect to be delivered to something entertaining and valuable; they won't hang around if they're not. Delivering for mobile – design for screen size, browsing flexibility, handset variants and speed. Everyone doesn’t have an iPhone (just like a few years ago everyone didn't have Broadband or flash) .
  • 40. Far from perfect End of Honeymoon period = behavioural change Users congregate to iPhone- optimised sites = known as RAILROADS However: Majority of iPhone optimised sites cannot be overridden, but a few now are providing access to the main web site Users need options!
  • 41. It’s an addiction Mobile daily phone usage, mid-2008 - mid-2009 0.7 0.6 0.5 users/daily usage 0.4 mid-2008 mid-2009 0.3 mid-2010 Expon. (mid-2008) 0.2 Expon. (mid-2009) Expon. (mid-2010) 0.1 0 Source: mobileSQUARED, Asia report 2010
  • 42. Who is going where? Source: mobileSQUARED, Asia report 2010
  • 43. The Top Sites Average browsing session 10-15 mins Site will lose 25-30% of users per click – (originally >50%) • Based on 1 million users of site X, if they go 10 pages into site, would previously have 977 users, now 56,314. • Improvement of 5,764%. Users gravitate towards 10 “favourite” sites including: Social networking site, business networking site, news, sport, finance, fashion, entertainment On average a user will have up to 6 “set” sites and 4 “floating” sites. Ambition for brands is to become a “floating” site with a goal of becoming a “set” site.
  • 44. The mobile site hierarchy #1 mobile site behaviour 100% 90% 80% 70% 60% Sites of uncertainty: 50% Target for brands 40% 30% 20% 10% 0% Site 10 Site 2 Site 3 Site 4 Site 5 Site 6 Site 7 Site 8 Site 9 Site 10
  • 45. WAP landing pages Spend Campaign 1 Campaign 1 Campaign 2 Campaign 2 Campaign 3 Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Campaign 3 Campaign 4 Year 1 Year 2 Year 3 Time Fractured approach
  • 46. The mobile platform Spend Ongoing communication Camp. 3 Campaign 1 Camp. 2 Brand Consumers Presence Time
  • 47. Mobile Internet: raising awareness 38 76% that clicked on +36% the ad would be likely to buy the product 28 +267% 11 3 Source: IAB Mobile Advertising Effectiveness Research, Base: All Respondents (609)
  • 48. We’re a social lot Source: mobileSQUARED, Asia report 2010, Trendstream
  • 49. And we influence Source: mobileSQUARED, Asia report 2010, Trendstream
  • 50. And we’re starting to make decisions % of buyers who researched prior to purchase (offline and online) Source: mobileSQUARED, Asia report 2010, Trendstream
  • 51. Part 2: Communicating with #1 MESSAGING MOBILE INTERNET CONSUMER ATTENTION SOCIAL NETWORKING CONSUMER REACH