Today’s mom is increasingly tech-savvy and connected, reflecting her changing desire for how technology should work for her. Marketers must consider how today’s technology is slowly replacing mom’s bag of tricks and becoming her source of information, time management and connectivity. How is the tech-savvy mom changing the landscape of marketing through her increased use of the smart phone and applications? What are moms keeping in their mom tool belts (phones) today? What are the top mom apps on the market, and why are they so successful? What does mom want out of an app? And how must marketers meet those expectations?

1. Marketing to Mobile Mamas
Through Smart Phone Apps
presented by

2. > Quick Mom Facts
49.6 million moms with kids under 18
2.1 trillion in spending power
92% consider themselves the CPO of the household

3. > Framing the Discussion
Mobile & Apps
Apps for Moms
Assignment

4. > The Epiphany
“...if you had to choose between your
Xbox, PS3, Wii, the TV or your iTouch,
what do you take?”
“Dad, of course, my iTouch.”
Jack Larkin, age 10
October 2008

5. > Our Portfolio

6. > No Longer the Third Screen

7. > It’s Actually Becoming the First...

8. US Mobile Internet Users and Penetration (2009-2014)
(millions and % of population)
150 $150.00
60%
142.1
129.7 50%
115.2
100 $100.00
40%
101.1
85.5
30%
68.6
50 $50.00
20%
10%
0
2009 2010 2011 2012 2013 2014
% of population
Source: eMarketer

9. > Three Major Players
32% 26% 25%
Source: Nielsen

11. > The Numbers are Undeniable
100,000 Apps 10,000 Apps
100M+ US mobile internet users by 2011
7.5B+ Apps downloaded
410K+ Available apps
Represents a legitimate marketing channel
310,000 Apps

12. > Keys to Success
Entertainment
Utility Purpose Location
Social Value

13. Let’s Talk About
Mobile Mamas

14. Apps Have Become
Her New Utility Belt

15. From Conception to Crib
There’s an App for That.

16. BioClock
Fertility & Pregnancy Calculator

18. BabyBump

19. iPregnancy

21. Name Shake

22. Contraction
Master

23. Baby Tracker:
Nursing

24. Baby Tracker: Diapers

25. Baby Monitor

26. iGo Potty

29. 85% use the mobile
Internet almost daily

30. 96% of iPhone moms are
involved in their household
purchasing decisions, with
40% being the sole
decision makers.

31. > The iPhone Mom - Stats and Facts
89% Phone as a source of entertainment
64% Manage their calendar and schedule
60% Locate the nearest store
42% Use their phone to keep track of shopping list
23% Recipe resource
20% Download educational apps for the kids
19% Use apps to download coupons

32. > What Moms Want in an App
Save Me Money
Save Me Time
Make Me Smarter
Help Me Organize
Help Me Connect
Entertain Me

33. > Lots of Apps Dedicated to Mom

34. > Top 50 iPhone Apps for Moms
Source: Yahoo! July, 2010

35. #5 RedLaser
The app that saves you money. Shop smarter as RedLaser searches
for online and local prices from thousands of retailers.

36. #10 Weather Bug Elite
Weather Bug Elite is the premier source for truly live and local weather.

37. #17 Angry Birds
Angry Birds gives me the mindless fun and need to escape.

38. > Brand Benefits of Having an App
• Put your brand in the hands of consumers - literally!
• Play with your consumers in a unique and fun way
• Enable brand loyalists to express their affinity
• Introduce your brand to a whole new audience set
• Extend your presence to a platform with 24/7 consumer access
• Low risk, high-appeal and massive buzz potential
• Remember the phone has become the first screen
ENGAGE WITH YOUR CUSTOMERS ON THEIR TERMS
AND SOLVE AN UNMET NEED

39. “Over the past few years, one of the most
important shifts in the digital world has
been the move from the wide-open Web to
semiclosed platforms that use the Internet
for transport but not the browser for
display. It’s driven primarily by the rise of
the iPhone model of mobile computing,
and it’s a world Google can’t crawl.”
- Chris Anderson, Editor In Chief, Wired Magazine

40. Thank You.
Stephen Larkin
SVP, Brand Evangelist
o: 617-226-9565 m: 978-473-6699
email - stephen.larkin@mullen.com