M2 Roadshow Nic Newman Tiger Spike


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Understanding the power of personalisation

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  • All different teams, each with own budgets/////////////////// How do we get them in? (brand marketing) How do we get them to spend more when they are in? (consumer team) How do we get them to re-sign? All talk about ARPU
  • 65% of mobile web traffic generated by iPhones 50,000+ applications available 1 billion+ apps downloaded 3,000 iPhone apps are downloaded every minute
  • 500m > 1228m Growth in mobile Internet users from 2009 to 2012. 30% annual Smartphone growth through to 2012 427% Mobile social networking Growth between Jan ’08 and Jan ’09
  • M2 Roadshow Nic Newman Tiger Spike

    1. 1. Presentation at mobileSQUARED Roadshow Making it Personal
    2. 2. What is Personal Media ? 1040 person UK Study Q4 2008
    3. 3. What is Personal Media ? personal notice
    4. 4. <ul><li>Technology is Persuasive </li></ul><ul><ul><li>‘ the mobile phone is the most contextual, specific, location sensitive, timely and immediate marketing tool ever created’ </li></ul></ul><ul><ul><li>BJ Fogg, Stanford </li></ul></ul><ul><li>and determines Action </li></ul><ul><ul><li>‘ Interface Determines Action. If there was a red button in your home that every time you pressed it you saved money, you would save more’ </li></ul></ul><ul><ul><li>Rory Sutherland, Ogilvy </li></ul></ul><ul><li>You need to be treat it differently </li></ul><ul><ul><li>‘ There are a lot of ‘’new media’’ toys to play with these days, from our old friend, facebook, to Augmented reality and more. To see a brand pop up uninvited in these environments where it does not belong is really annoying, But when a brand does it well, it works brilliantly’ </li></ul></ul><ul><ul><li>Grant Parker, DDB </li></ul></ul>Making it Personal
    5. 5. You need to… <ul><li>Make it Personal to Motivate to Persuade </li></ul>
    6. 6. Understanding the customer lifecycle Acquisition Revenue Stimulation Loyalty & Retention Phoenix Strategy
    7. 7. Mobile Applications Usage <ul><li>60% </li></ul><ul><li>are used before bed or waiting for someone or something </li></ul><ul><li>36% </li></ul><ul><li>are recommended by a friend vs 21% by search </li></ul><ul><li>iPhone leads the way </li></ul><ul><ul><li>100,000 applications available </li></ul></ul><ul><ul><li>2 billion+ apps downloaded </li></ul></ul><ul><ul><li>3,000 iPhone apps are downloaded every minute </li></ul></ul>JU Small number of devices dominate 2010 is my year Sources: Gartner June 2008, In-Stat 2007, comScore
    8. 8. Mobile Internet Usage <ul><li>500m -> 1228m </li></ul><ul><li>Growth in mobile Internet users from 2009 to 2012. </li></ul><ul><li>30% annual </li></ul><ul><li>Smartphone growth through to 2012 </li></ul><ul><li>40% of iPhone </li></ul><ul><li>owners use their mobiles more than their computers to browse the Internet and generate 65% of web traffic </li></ul>Sources: Gartner June 2008, In-Stat 2007, comScore Smartphones driving take up 427% gro wth in social netwo rking ‘08-’09
    9. 9. Who is the digital market consumer ? Source: Ofcom, May 2008 ‘ Useful’ ‘ Usability’ iPhone Engaged (20%) Pragmatists (30%) Economisers (8%) Hesitants (31%) Resistors (9%) The youngest segment; 58% are under 35 59% are aged between 35 and 64 The second- youngest segment; 52% are under 35 The second- oldest segment; 53% are 35- 64, and 29% are 65 or over The oldest segment; 71% are 65 or over 57% are male 57% are female   51% are male 54% are female 54% are female 66% are ABC1   69% are ABC1 60% are C2DE 57% are C2DE 67% are C2DE 73% are working full- or part-time 70% are working full- or part-time 54% are not working 55% are not working 84% are not working
    10. 10. Mobile in the marketing mix
    11. 11. Personal Media Opportunities <ul><li>MMS </li></ul><ul><li>Applications </li></ul><ul><li>Loyalty & Retention </li></ul><ul><li>Off deck portals </li></ul>
    12. 12. Compass MMS Campaign (Vodafone) <ul><li>Objective </li></ul><ul><li>Compass is a personal navigation system for your mobile. </li></ul><ul><li>Vodafone were looking to conduct a campaign to raise awareness and drive subscriptions to the Vodafone Compass application. </li></ul><ul><li>Solution </li></ul><ul><li>TigerSpike designed and developed a mobile site that would provide information and capture the details of customers interested in Compass. </li></ul><ul><li>2 x MMS (aimed at pre and post-paid customers) sent to customers linked through to the mobile site. </li></ul><ul><li>Data capture on mobile site sent 2 versions of EDM depending on version of MMS received (created using mms Id’s). </li></ul><ul><li>Results </li></ul><ul><li>MMS was viewed by 17,000 Vodafone customers. </li></ul><ul><li>50% click through to site. </li></ul>
    13. 13. Vodafone Xmas MMS (Vodafone) <ul><li>Objective </li></ul><ul><li>Engage consumers with the Vodafone brand by promoting a fun, interactive user experience. </li></ul><ul><li>Stimulate MMS revenues over Christmas period </li></ul><ul><li>Solution </li></ul><ul><li>TigerSpike designed a user-generated content campaign ; an i ntegrated mobile, flash-based website and MMS competition </li></ul><ul><li>Users sent MMS self-portraits to the Vodafone shortcode for the campaign, which were then uploaded to the Vodafone website. After logging on, the user was able to crop his/her image and apply the face to one of four festive character templates. This classy photo could then be downloaded to their mobile handset and sent off for the joy of holiday cheer </li></ul><ul><li>TigerSpike handled the full strategy, concept development, design, development & implementation of the campaign </li></ul><ul><li>Results </li></ul><ul><li>Over 3,000 MMS submitted </li></ul><ul><li>MMS revenue increase surpassed KPI’s by 200% </li></ul>
    14. 14. Street Idol (Telstra) <ul><li>Objective </li></ul><ul><li>Drive conversion from other mobile carriers to Telstra 3G network by: </li></ul><ul><ul><li>Leveraging sponsorship of Australian Idol </li></ul></ul><ul><ul><li>Boosting awareness and usage of their new 3G video capability </li></ul></ul><ul><ul><li>Expedite adoption of these services through excitement, trial & incentives. </li></ul></ul><ul><li>Solution </li></ul><ul><li>Tigerspike built a mobile video platform that allowed user made music videos to be submitted by mobile phone or online. Videos were moderated and then posted to a gallery </li></ul><ul><li>Users of the website could vote and comment upon videos with a weekly winner getting the chance to star in a commercial for Australian Idol </li></ul><ul><li>TigerSpike also built a mobile karaoke application that allowed people to sing along to their favorite. </li></ul><ul><li>Results </li></ul><ul><li>Over 200k unique users </li></ul><ul><ul><li>Average of 23 pages viewed per visitor </li></ul></ul><ul><li>Over 600k videos viewed – (40% submitted by mobile) </li></ul><ul><li>The Streetidol program was touted to have aided the 3G handset upgrade program to Telstra subscribers </li></ul><ul><li>Telstra extended the trial program to full roll out of a new video sharing platform to promote their 3G services. </li></ul>
    15. 15. iPhone Applications <ul><li>Telstra AFL App – Video, fixtures, results </li></ul><ul><ul><li>#1 Paid Sports Application – September 09 </li></ul></ul>
    16. 16. <ul><li>TigerSpike has developed a number of in-application advertising solutions driving both brand engagement and fulfilment, </li></ul><ul><li>Ad banner serving into applications with rich analytics (opposite). Banners can be scheduled to pop up on screen according to pre-determined business rules, </li></ul><ul><li>Application skinning whereby a background image is displayed (e.g. 1-2 seconds) for a determined period prior to content being loaded, </li></ul><ul><li>Content driven advertising experiences to create a richer and more interactive advertising experience e.g. Product catalogue. </li></ul>In-Application Advertising
    17. 17. <ul><li>When navigating from one item of content to another, the user is presented with a 1-2 second interactive advertising element. </li></ul>In-Application Advertising
    18. 18. <ul><li>Content driven ad units presenting a product catalogue. The user tilts the iPhone to navigate through the products as they come closer. The user can touch any of the products to view information. </li></ul>In-Application Advertising
    19. 19. Off deck portal
    20. 20. Loyalty and Retention
    21. 21. Who we are... London New York Sydney <ul><li>T IGER S PIKE </li></ul><ul><li>SIX years experience. </li></ul><ul><li>GLOBAL with offices in NEW YORK, LONDON, SYDNEY, SINGAPORE </li></ul><ul><li>Run by 43 of us (and growing) (44 with the Tiger ) </li></ul><ul><li>Privately owned, debt free and organically funded </li></ul><ul><li>Our global experience and our Innovation Lab keep us and our clients ahead </li></ul><ul><li>We are a PERSONAL MEDIA COMPANY specialising in MOBILE </li></ul>In Confidence Singapore
    22. 22. Who we work with globally... Terry Paleologos, Head of Mobile, TigerSpike are the most innovative company developing mobile applications. Their mobile technology teams are outstanding Megan Brown , Group Manager, Digital Planning, TigerSpike are very good at finding creative solutions to problems as well as providing great input into strategy and direction In Confidence Annabel Hembry Head of Mobile, TigerSpike have been excellent in the scoping, planning, and delivery of services. They've added creative innovation to our services in conception and fulfillment.
    23. 23. Telco Expertise - Phoenix Platform total solution <ul><li>SMS / MMS / E-mail </li></ul><ul><li>Applications </li></ul><ul><li>Streaming media </li></ul><ul><li>ARPU marketing campaigns </li></ul><ul><ul><li>New users </li></ul></ul><ul><ul><ul><li>Off deck promotions </li></ul></ul></ul><ul><ul><li>New services </li></ul></ul><ul><ul><li>Loyalty / retention </li></ul></ul>
    24. 24. Working with you in 5 ways Strategy & Innovation Enhance your competitive edge by creating a digital-consumer led strategy and combining it with the latest in technological Innovation Campaign Delivery Deliver every type of global mobile marketing campaign from strategy to creative to execution to ROI measurement through full reporting & analytics delivered through our global phoenix platform Usability and Design Proven solutions to help you ensure that your mobile site / application is created from consumer insight, is intuitive, easy and to use and generates high repeat traffic Technical Development Create bespoke mobile sites, applications and portals to deliver your needs as a brand or telco. Improve the functionality and performance of your internal Platforms Platform Licensing You deliver your own mobile marketing campaign. This is an out of the box, web services based platform that lets you create, execute and track your company’s mobile strategy. ROI
    25. 25. <ul><li>Alex Burke Nic Newman Alex Hall </li></ul><ul><li>[email_address] [email_address] [email_address] </li></ul><ul><li>+61 (0)2 9361 5132 +44 (0)207 802 8005 +1 646 330 4636 </li></ul><ul><li>Asia: Europe: North America: </li></ul>
    26. 26. Our Awards Platform Creative Company <ul><ul><li>Best Mobile Entertainment MMA Awards, 2008 </li></ul></ul><ul><ul><li>Best in Show, MMA Awards 2007, </li></ul></ul><ul><ul><li>Best Relationship Building, MMA Awards, 2007 </li></ul></ul><ul><ul><li>Best Mobile Entertainment, MMA Wards, 2007 </li></ul></ul><ul><ul><li>Digital Services </li></ul></ul><ul><ul><li>Company of the Year, </li></ul></ul><ul><ul><li>2007 </li></ul></ul><ul><ul><li>Best Mobile Platform </li></ul></ul><ul><ul><li>@ MIXX Awards (NYC), </li></ul></ul><ul><ul><li>2007 </li></ul></ul><ul><ul><li>Winner Cross Platform Integration, 2009 </li></ul></ul><ul><ul><li>D&AD Yellow Pencil, Mobile Marketing 2009 [Phoenix powered M&C Saatchi] </li></ul></ul><ul><ul><li>Best export achievement 2009 Phoenix Delivery Platform </li></ul></ul>3rd Deloitte (2008) Technology Fast 50 54 th APAC Deloitte Technology Fast 500
    27. 27. Why TigerSpike? creating competitive advantage Making us the 3 rd fastest growing tech company (Deloitte fast 50, 2008) <ul><li>Creative </li></ul><ul><li>Innovation Lab = </li></ul><ul><li>Market research + Consumer insight + Tech Innovation </li></ul><ul><li>Creative is applied on top of understanding what is desirable , possible & viable </li></ul><ul><li>Cutting Edge </li></ul><ul><li>Cutting edge technology – unique, proprietary Phoenix TM platform - carrier grade and world class </li></ul><ul><li>Global </li></ul><ul><li>Proven global, multi language campaign delivery with SMS, MMS and Video </li></ul><ul><li>Handset detection on international scale </li></ul><ul><li>Ability to leverage learning across markets </li></ul><ul><li>Trusted </li></ul><ul><li>We simply get the job done - and on time </li></ul><ul><li>Technical quality assurance provided by large scale infrastructure </li></ul><ul><li>Privately owned, secure and organically funded </li></ul>London New York Sydney Auckland Best Mobile Platform (MIXX in New York 2007) + Best Export Achievement (AIMIA 2009) Digital services company of the year (B&T 2007),
    28. 28. TigerSpike’s Lego Bricks Messaging Mobile Web User Participation Delivery Monetisation Service Delivery Platform All components have integrated analytics and reporting available Vouchers QR codes / Aug reality