Wap Vs App - What is a marketer to do?

Wap vs. App June 18, 2009 @ Marketing Magazine Mobile 2.0 Conference Phil Barrett VP Digital & Mobile BSTREET Communications Toronto & London, UK

Wap vs. App What is a marketer to do? VS

Agenda
Introduction
Canadian Mobile stats
Apps
Waps
Our recommendation
What’s next
Questions

SmartIdeas BSTREET is a marketing communications agency dedicated to creating for your brand.

Access to Mobile Phones 1997 - 2008 Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

Usage by Province and Age Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

20 Billion text messages sent in 2008
SMS is now mainstream Source : CWTA Over 1 billion SMS messages sent in 2008 on shortcodes 40 billion in 2009 forecasted

Global sales of traditional mobile phones down 9.4%
Smartphone sales have increased 12.7%
Nokia still global leader with 42.1% market share, followed by RIM at 19.9%, and Apple at 10.8%
About 25% of all mobile phones in Canada are categorized as “smart phones”
About 4 million Canadians are accessing the mobile web through their mobile device
Smartphone stats

Apps are not new!

Apps stores… More than Apple. Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg

App should compliment your marketing mix
Soft brand sell – focus on value add first
Content or experience driven
Promise the end-user a specific piece of functionality and deliver on it in a simple yet comprehensive manner (tip calculator, transit schedule, weather, traffic reports)
Leverages features from the device (i.e. shaking in the iphone)
5 tips to make your App a success

Example - Kraft

Example - Coke

Example – Weather Network

Example: Taptu

Example: Hockey News

Allows you to build a richer experience without impacting data speeds / charges
Allows you to take advantage of native phone features (GPS, camera & voice)
Features can work offline
Integration with other services (i.e. facebook connect)
Can become a great extension of your brand attributes
5 Advantages to an App

Wap (Actually, lets call it the mobile web)

We’ve been predicting this for a while…

Mobile Web… becomes relevant

Mobile websites has grown 7-fold in the last 12 months!
Only 0.8% of all domains are mobile-friendly
The user experience has to be optimized for the mobile web
Mobile websites need specific purpose and relevance to users
You can build mobile websites to work on all devices
You don’t need a specific mobile domain name to have a mobile website
6 things you should know about the mobile web

.mobi thinking is not .com thinking

Mobile domain / URL strategies Source: http://www.mobilemarketer.com/cms/news/research/2988.html

Incorporate auto-detection script that will serve correct version - 1 4% of mobile sites do this today
Own all related domains for your brand – including .mobi
Be sure to follow W3C standards for development + ready.mobi assessment tool to ensure cross-device compatibility
Brands should pick one domain to market
Mobile domain recommendations

Define specific purpose for the experience
Make the most important information instantly findable
Ensure there is relevance to the users
Don’t try to recreate the desktop experience in mobile
Build navigation that is intuitive… on every page
10 tips for designing for the mobile web

Think about leveraging LBS and other social tools in overall experience
Avoid frames, flash, heavy graphics and horizontal nav
Leverage free online tools to test mobile “readiness”
Design for highest common denominator – per device and ensure you include an auto-detect script
Leverage creative and branding from other channels – but make sure you adopt & optimize it for mobile!
10 tips for designing for the mobile web

Examples of mobile web

Examples: Masters.org & cbc.ca

Can work on 100% of devices
Experience can be optimized to the highest common denominator
You can publish when you want – no approval process by App store required
iphone, new blackberry, Palm, and Android all share same Safari open source application framework Webkit
Easier to drive to mobile web vs. drive to mobile App from mobile advertising networks
Content from mobile web is searchable / search friendly
6 Advantages of mobile web

Summary: Advantages to both
Mobile Web
100% of devices
Optimized to the highest common denominator
You can publish when you want
Webkit
Content from mobile web is searchable
Easier to market (through mobile banner ads)
Mobile Apps
Richer experience
Native phone features (GPS, camera & voice)
Offline
Integration with other services

So… Wap or App? VS

(but probably start with a mobile website) DO BOTH! (Unless an App really fits with your audience)

Trends that will impact consumer adoption of mobile marketing:
New entrants coming
Prices are dropping
93% penetration by 2012
All mobile phones will be smart phones by 2013
What’s Next?

Let’s continue the conversation… twitter.com/phryl My Mobile & Interactive Marketing Blog burningthebacon.com (copy of presentation has been posted) phil@b-street.com Phil Barrett (.mobi) VP Digital & Mobile BSTREET Communications Toronto & London, UK ‏

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Wap Vs App - What is a marketer to do?

by Phil Barrett on Jun 17, 2009

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Wap Vs App - What is a marketer to do? — Presentation Transcript