Wap Vs App - What is a marketer to do?


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Presentation given at the June 18, 2009 mobile 2.0 conference in Toronto Canada. Conference was put together by Marketing Magazine

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  • I’m here today to talk to you about a great rivalry that is evolving for marketers looking for smart ways to spend their budgets within mobile. Although SMS is still a killer application, we can finally say that Mobile Marketing has evolved to include more than our favorite text to win campaign. With the success of the Apple App store in the last year, marketers are now wondering – should we skip over the mobile web and develop an App? This is shaping up to be a great rivalry – much like many we’ve seen in our history that has shaped our culture and society Such as…
  • We’ve also had great rivalries in entertainment starting with comic books in the 1940s
  • And of course we’ve grown up with great brand rivalries that have defined more than one generation…
  • And there have been over the last decade brand rivalries that have redefined industries and how people perceive them
  • With one of the greatest current rivalries being….
  • Which has transcended geeks and technology and into every day consciousness People now define themselves as Mac or PC But for those of us here today old enough to remember the days before the mighty PVR, the ultimate platform debate used to be all about….
  • Although not quite beta vs. VHS 2.0…. Today’s rivalry topic may be just as significant for marketers, brands, and consumers
  • About me: Involved in digital for about 15 years and mobile in the last 5. 5 years ago when I pitched mobile marketing clients thought I was talking about ads on the side of trucks on the 401. I’ve been active in the mobile ecosystem both in Canada, U.S., and over-seas BSTREET is a full service below the line marketing agency specializing in retail, experiential, and digital solutions that create smart ideas for our clients and their brands
  • We work with great Fortune 1000 brands in both the Canadian and UK market
  • Matt asked me to cover off some current Canadian Mobile stats for the audience today – so here are some updated stats (mostly courtesy of our friends at the CWTA)
  • NOTE: 10 billion in 2007, 4.3 billionin 2006, and 2.1 billion in 2005 in Canada
  • The home phone is dying. 6% of Canadians have made their mobile phone their home phone and 19% say they will consider doing the same over the next 18 months
  • Let’s look at the broader universe of mobile for a minute as it relates to smartphones and our wap vs app rivalry
  • Although we don’t have specific Canadian web traffic data to share today, clearly Canadians are highly engaged with their mobile web relative to the rest of the world and our population size.
  • Let’s switch our focus away from mobile stats and get right to our topic for today….
  • What’s an App? It’s a native application that “sits” on the “desktop” of your mobile device – whether that be a new Palm Pre or HTC Android, Blackberry, iphone, Samsung, LG, Motorola, or Nokia mobile device They usually site as separate icons that are accessible through the mobile interface and the best ones leverage the operating system and hardware features to enhance the overall device experience
  • Apps are not new - they have been around for many years App stores are new – well at least the current model of App stores that Apple invented about a year ago that suddenly made applications really easy to find, install, and use on a mobile device Having said that…
  • Although Apple was the first to popularize the App store, every major mobile OS has rolled out their own version. Such as…
  • Microsoft Marketplace
  • Blackberry App World
  • Nokia Ovi (replaces Mosh as well) which has a more social media focus
  • Palm Pre
  • Android – which is over-indexing mobile web usage in the marketplace relative to market share. HTC just rolled out their first device in Canada through Rogers
  • Having said all that, the Apple App store still rules them all They have figured out that user experience trumps technology… although it helps that they aren’t supporting multiple screen sizes and platforms like some of the other OEMs
  • Agree that Apple will dominate for the foreseeable future, but believe RIM will do better than 10% - especially when they decide to focus / own the business application market
  • Great example of content driven App
  • Great example of App that leveraged devices features More game / promotional / fun oriented (vs content)
  • Example of a popular App that is already optimized for Blackberry and the iphone by leveraging their OS to deliver a simple & effective user experience
  • Mobile / iphone specific search tool that leverages touch features of phone while indexing “iphone friendly” websites over others
  • Another multi-platform App developed by Polar mobile (Toronto shop)
  • Ok – I’ve covered a ton of ground already… does anybody need a moment to reflect & gather themselves?
  • It just sounded better to use the legacy term for this presentation
  • It seems that every year is the “year of the mobile web” Just like those predictions from the 50s, the mobile web has become…
  • Finally relevant - although it’s final form is perhaps not exactly as visioned
  • Just as we learned that brochures didn’t make great websites in the 90s, desktop websites do not automatically make great mobile website. Different context, different purpose, different opportunity
  • Once you decide you are going on the mobile web, there are several options on how you brand / identify that you’ve gone mobile
  • Wap Vs App - What is a marketer to do?

    1. 1. Wap vs. App June 18, 2009 @ Marketing Magazine Mobile 2.0 Conference Phil Barrett VP Digital & Mobile BSTREET Communications Toronto & London, UK
    2. 2. VS
    3. 3. VS
    4. 4. VS
    5. 5. VS VS
    6. 6. VS
    7. 7. VS
    8. 8. Wap vs. App What is a marketer to do? VS
    9. 9. Agenda <ul><li>Introduction </li></ul><ul><li>Canadian Mobile stats </li></ul><ul><li>Apps </li></ul><ul><li>Waps </li></ul><ul><li>Our recommendation </li></ul><ul><li>What’s next </li></ul><ul><li>Questions </li></ul>
    10. 10. SmartIdeas BSTREET is a marketing communications agency dedicated to creating for your brand.
    11. 13. Access to Mobile Phones 1997 - 2008 Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA
    12. 14. Usage by Province and Age Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA
    13. 15. <ul><li>20 Billion text messages sent in 2008 </li></ul>SMS is now mainstream Source : CWTA Over 1 billion SMS messages sent in 2008 on shortcodes 40 billion in 2009 forecasted
    14. 18. <ul><li>Global sales of traditional mobile phones down 9.4% </li></ul><ul><li>Smartphone sales have increased 12.7% </li></ul><ul><li>Nokia still global leader with 42.1% market share, followed by RIM at 19.9%, and Apple at 10.8% </li></ul><ul><li>About 25% of all mobile phones in Canada are categorized as “smart phones” </li></ul><ul><li>About 4 million Canadians are accessing the mobile web through their mobile device </li></ul>Smartphone stats
    15. 24. Apps
    16. 26. Apps are not new!
    17. 27. Apps stores… More than Apple. Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg
    18. 36. <ul><li>App should compliment your marketing mix </li></ul><ul><li>Soft brand sell – focus on value add first </li></ul><ul><li>Content or experience driven </li></ul><ul><li>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) </li></ul><ul><li>Leverages features from the device (i.e. shaking in the iphone) </li></ul>5 tips to make your App a success
    19. 37. Example - Kraft
    20. 38. Example - Coke
    21. 39. Example – Weather Network
    22. 40. Example: Taptu
    23. 41. Example: Hockey News
    24. 42. <ul><li>Allows you to build a richer experience without impacting data speeds / charges </li></ul><ul><li>Allows you to take advantage of native phone features (GPS, camera & voice) </li></ul><ul><li>Features can work offline </li></ul><ul><li>Integration with other services (i.e. facebook connect) </li></ul><ul><li>Can become a great extension of your brand attributes </li></ul>5 Advantages to an App
    25. 44. Wap (Actually, lets call it the mobile web)
    26. 45. We’ve been predicting this for a while…
    27. 46. Mobile Web… becomes relevant
    28. 47. <ul><li>Mobile websites has grown 7-fold in the last 12 months! </li></ul><ul><li>Only 0.8% of all domains are mobile-friendly </li></ul><ul><li>The user experience has to be optimized for the mobile web </li></ul><ul><li>Mobile websites need specific purpose and relevance to users </li></ul><ul><li>You can build mobile websites to work on all devices </li></ul><ul><li>You don’t need a specific mobile domain name to have a mobile website </li></ul>6 things you should know about the mobile web
    29. 48. .mobi thinking is not .com thinking
    30. 49. Mobile domain / URL strategies Source: http://www.mobilemarketer.com/cms/news/research/2988.html
    31. 50. <ul><li>Incorporate auto-detection script that will serve correct version - 1 4% of mobile sites do this today </li></ul><ul><li>Own all related domains for your brand – including .mobi </li></ul><ul><li>Be sure to follow W3C standards for development + ready.mobi assessment tool to ensure cross-device compatibility </li></ul><ul><li>Brands should pick one domain to market </li></ul>Mobile domain recommendations
    32. 51. <ul><li>Define specific purpose for the experience </li></ul><ul><li>Make the most important information instantly findable </li></ul><ul><li>Ensure there is relevance to the users </li></ul><ul><li>Don’t try to recreate the desktop experience in mobile </li></ul><ul><li>Build navigation that is intuitive… on every page </li></ul>10 tips for designing for the mobile web
    33. 52. <ul><li>Think about leveraging LBS and other social tools in overall experience </li></ul><ul><li>Avoid frames, flash, heavy graphics and horizontal nav </li></ul><ul><li>Leverage free online tools to test mobile “readiness” </li></ul><ul><li>Design for highest common denominator – per device and ensure you include an auto-detect script </li></ul><ul><li>Leverage creative and branding from other channels – but make sure you adopt & optimize it for mobile! </li></ul>10 tips for designing for the mobile web
    34. 53. Examples of mobile web
    35. 54. Examples: Masters.org & cbc.ca
    36. 55. <ul><li>Can work on 100% of devices </li></ul><ul><li>Experience can be optimized to the highest common denominator </li></ul><ul><li>You can publish when you want – no approval process by App store required </li></ul><ul><li>iphone, new blackberry, Palm, and Android all share same Safari open source application framework Webkit </li></ul><ul><li>Easier to drive to mobile web vs. drive to mobile App from mobile advertising networks </li></ul><ul><li>Content from mobile web is searchable / search friendly </li></ul>6 Advantages of mobile web
    37. 56. Summary: Advantages to both <ul><li>Mobile Web </li></ul><ul><li>100% of devices </li></ul><ul><li>Optimized to the highest common denominator </li></ul><ul><li>You can publish when you want </li></ul><ul><li>Webkit </li></ul><ul><li>Content from mobile web is searchable </li></ul><ul><li>Easier to market (through mobile banner ads) </li></ul><ul><li>Mobile Apps </li></ul><ul><li>Richer experience </li></ul><ul><li>Native phone features (GPS, camera & voice) </li></ul><ul><li>Offline </li></ul><ul><li>Integration with other services </li></ul>
    38. 57. So… Wap or App? VS
    39. 58. (but probably start with a mobile website) DO BOTH! (Unless an App really fits with your audience)
    40. 59. <ul><li>Trends that will impact consumer adoption of mobile marketing: </li></ul><ul><li>New entrants coming </li></ul><ul><li>Prices are dropping </li></ul><ul><li>93% penetration by 2012 </li></ul><ul><li>All mobile phones will be smart phones by 2013 </li></ul>What’s Next?
    41. 60. 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 ‏