“Driven By Technology, Measured By Success”Mission Statement:Create innovative digitalmarketing products & servicesthat provide ongoing value toour customers. Build a positiveteam & family spirit within ourcompany and with ouremployees.
Smartphone vs. Feature Phone US Market Share90% Smartphone80% Feature Phone70%60%50%40% 81% 69%30% 49% 51%20% 31%10% 19%0% Q3 2009 Q3 2010 Q3 2011 The Nielson Co.
Smartphones Pass PCs in 2012 Source: Morgan Stanley 2010
SIM Partners Mobile CapabilitiesNative ApplicationDevelopmentMobile Web ApplicationsUser Experience DesignGraphic DesignSMS MarketingMobile CouponsMobile Ad Networks:AdvertisingMobile Ad Networks: PublishingMobile Paid SearchReporting and Analytics
Mobile Application Development:Native Applications
MOBILE APPSMobile applications help users connect to Internet services more commonlyaccessed on desktop or notebook computers, making it easier to use theInternet on their portable devices.
Apple Timeline to More than 60 apps have been downloaded for every iOS10 Billion Downloads device sold. -asymcoThe total global mobileapplications market is expectedto be worth US$25.0 billion by2015, out of which the Apple AppStore will account for nearly20.5% of the total revenues. -MarketsandMarketsKey EventsiPhone - June ’07iPhone 3G - July ‘08iPhone 3GS - June’09iPad - April ‘10iPhone 4 - June ’10iPad 2 – March ‘11 Download forecast [for all operating systems] is predicted to be over 16 Billion by 2013. -Futuresource
Apple iPad & TabletsThe iPad is one of the fastest growing consumercomputing devices ever with 14.79 million sold in lessthan 1 year.The Global market for tablets willincrease from $16 billion in 2010 to U.S$46 billion in 2014. – Yankee Group
In the NewsVirginia is for LoversCommercial:http://www.youtube.com/watch?v=U0Usd5Qb-5M(video)CBS 6 Richmond, VA:http://www.wtvr.com/news/wtvr-tourism-iphone-app,0,2484745.storyVisit FairfaxMobile Marketer:http://www.mobilemarketer.com/cms/news/content/7079.html9 News Now:http://www.wusa9.com/video/default.aspx?bctid=687046486001(video)9 New Now:http://www.wusa9.com/news/local/story.aspx?storyid=121987(video)Enjoy Illinois iOSCBS Chicago:http://chicago.cbslocal.com/2011/08/22/iphone-app-guides-users-to-best-illinois-spots/148 Apps:http://www.148apps.com/news/enjoy-illinois-helps-explore-unknown/Mobile Marketer:http://www.mobilemarketer.com/cms/news/content/10704.htmlEnjoy Illinois AndroidMobile Marketer:http://www.mobilemarketer.com/cms/news/strategy/11232.html
Apple iOSVirginia is for Lovers Visit Fairfax Enjoy Illinois
Destination Marketing: Virginia is for Lovers 1st Statewide Application “Technology plays an important role in tourism marketing and new developments like these are key to keeping visitors traveling throughout our state. Virginia’s new iPhone app will help…travelers who increasingly use technology while planning and taking vacations.” -Virginia Lt. Gov. Bill Bolling Virginia generates $19.2 billion of revenue through tourism and the apps are key components of Virginia’s marketing strategy.
Mobile App Development:Illinois Office of Tourism
Illinois Office of Tourism – Objectives:• Leverage growth in mobile andlocation based technologies.• Provide visitors and residentswith immediate businessinformation, during multiplestages of travel cycle.• Deliver comprehensive contentfor the entire state, whichincludes over 15,000business, event, special offersand points of interest.• Support branding initiatives.• Gain insight on visitorpreferences and interests.
Solution• Two pronged, native app strategy with initialdevelopment for iOS, followed by development forAndroid (additional recommendation for web basedsolution provided).• Utilize location-based technology, providingcontextual info when users request and need it most.• Integrate with client’s CMS through web serviceensuring strong data integrity.• Work with client on creating branding assets aligningwith their requirements and guidelines.• Provide tracking and reporting for consumer behaviorand usage.
TimelineiOS Timeline Requirements: 3 MonthsPhase 1 – Initialization: 2 Weeks Agreements, project scope, developer accountsPhase 2 – Definition: 2 Weeks Data model, feed requirements, wireframes, API registrationPhase 3 – Back End Development: 3 – 4 Weeks Web service, database, admin toolPhase 4 – User Interface: 3 Weeks Creative assets, mockupsPhase 5 – Front End Development: 3 – 4 Weeks ImplementationPhase 6 – Beta Testing: 2 – 3 Weeks Closed beta testing, 3 versionsPhase 7 – Deployment: 2 – 3 Weeks Marketing strategy, facilitate submission process
Development Methodology Agile development; scrum frameworkUtilize Basecamp for project planning and client communication
Application FeaturesApplications integrate data on a statewide and regional scale, providing users withinformation on over 14,000 unique Industry Partners, within 21 different Categoriesand across 600+ cities• Location-Based / GPS Enabled• Interactive Mapping and Directions• Click-to-Call• Click-to-Form• SMS Subscription Building• Social Media Integration (Facebook and Twitter)• Rich Media Support (Streaming Video and Photos)• Business, Event and Points of Interest Profiles• Special Offers and Mobile Coupons• Category Data Filters• Location Data Filters• Custom Itinerary Building• Consumer Reviews, 3rd Party API Integration
Categories Example: Virginia is For Lovers Accommodations Dining Gardens General Sports & Recreation Golf History & Heritage Museums Nature Night Life Parks Shopping The Arts Theme Parks/Zoos Visitor Information Centers Water Activities Wineries & Breweries Winter Sports
Business ListingNameAddressClick-to-callInteractive MapDirectionsVideo and PhotosDescriptionWebsite/ In-App BrowserNearby Points of InterestSocial Media SharingEmail SharingItinerary BuildingUser Reviews3rd Party API Integration
1/3 number of globalinternet users whoaccess internet only via mobile www.fxva.comMobile optimized website for Fairfax County, Virginia
Career Education Corp | Degrees247.comMobile Web App designed to increase leadform submissions through Meyers Briggspersonality test. Quiz results are used tomatch potential student with best suitedcareer and school options.Web App will be optimized for Smartphonedevices and will also utilize GPS to provideschools nearest to user.94% of college students own a mobilephone. 43% of college students used amobile device to access the internetevery day, compared to 10% in 2008. Source: The Mobile Movement Study, Google / Ipsos OTX MediaCT, April 2011 Connecting to the Net.Generation: What higher education professionals need to know about today’s students, NASPA;1st Ed (2007)
Mobile Video Number of people in US watching mobile video increased 43% YOYfrom Q2 2009 to Q2 2010, while the amount of time watching mobile video was up 7%.* *Nielsen, Dec 2010
Streaming in App VideoVirginia is for Lovers Enjoy Illinois
Akamai Media Delivery Platform• Previous development with Flash streamingvideo player programming for desktop.• Akamai SHA-1 token-based Content AccessAuthentication for subscription based content.• Optimized for secure, quick and reliabledelivery of video content.
SMS and Mobile Offers Total mobile coupon spending in the U.S. is expected to rise 70 fold from 2009 to 2014. Source: Borrell Associates, June 2010
SMS Marketing: Features• Timed Campaign• Subscription Lists• Unlimited User Access• Trivia, Contests, Voting• Unique 800# per mobile campaign fortracking• Real time reporting via client brandedweb interface• Automated reporting• Aggregate reporting at corporate level
SMS Case Study: Great Wolf Lodge 20 12 Subscribers/ day Locations 87,600 Subscribers/ yearBased on “triggers” designed to (100% Opt-In, 95% Open- increase Revenue per room Rate, No Spam Filters) 36
Mobile Ad Networks: Advertising• Manage app/ campaign awareness and marketing• App-based using relative keywords• Reach within Local Search Apps• Robust Display with Call-to-Action• Multiple ad units with rich media campaigns• Option to focus on iPhone and Android• Potential for Interactive and Creative Content• In-App and Mobile Web ad display
Mobile Ad Networks: Publishing• Leverage assets and monetize mobile advertising inventory for newrevenue sources• Assessment of goals with recommendations on ad networks andoperating system platforms• SDK management for rich media and interactive video ads, ensuringcompliance• Ad relevancy management• Performance measurement and reporting• Cost-per-action advertising with performance fee for conversions.• House-ad management for app cross promotion.
Mobile Paid Search PPCall/ “Call Metrics” Click-to-Call and Conversion Optimization Click-to-Form Scale local focused Paid Search across multiple locations Implement click attribution for multiple searches. Source: The Mobile Movement Study, Google / Ipsos OTX MediaCT, April 2011