Awardcraft Sydney: Mobile World


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The session on mobile advertising spans from technical basics and user settings to future uses and scenarios.

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Awardcraft Sydney: Mobile World

  1. 1. NetX: mobile world August 24th, 2007
  2. 2. Pervasive power of mobile a world wide phenomenon <ul><li>More mobile phones exist in the world than TV sets </li></ul><ul><li>or internet access points. </li></ul>international anywhere customized
  3. 3. What is mobile? devices <ul><li>Mobile means different things: </li></ul><ul><li>Phones, smart watches, game consoles, GPS locators and iPods to PDAs </li></ul>
  4. 4. What is mobile? applications Music/mp3s calendar ringtones online video calls video calls themes trailers news mobile TV email location-based services alternate reality games moblogging instant messaging voice calls games messaging (SMS/MMS)
  5. 5. Mobile user settings when do we use mobile technology? <ul><li>sharing emotions, filling idle time, getting orientation  it is a life tool in every highly-developed society </li></ul>
  6. 6. Mobile etiquette
  7. 7. Mobile intimacy
  8. 8. Designing for a small screen (fading) limitations
  9. 9. Designing for a small screen (fading) limitations <ul><li>Small device limitations </li></ul>Small screen size Processors are slow Limited memory Downloading to device is slow and expensive Common for users to turn off image viewing Most devices rely on horizontal scrolling
  10. 10. Examples of mobile content/applications vivid product explanation
  11. 11. Example of distribution mobile applications embedded in web sites Download the app on the web site as well as through ambient distribution systems at airports, a mobile WAP site was complementary to the mobile channel
  12. 12. Example of distribution mobile applications embedded in web sites Linking with website experience and car pre-configuration
  13. 13. Examples of mobile content/applications extending the online experience <ul><li>Customization through wallpapers, ring tones and java applications </li></ul>
  14. 14. Roll out of mobile mobile embedded in a larger campaign and CRM context Mobile WWW POS Offline <ul><li>Advisory </li></ul><ul><li>Configuration </li></ul><ul><li>Test-drive </li></ul><ul><li>Ordering </li></ul><ul><li>Delivery </li></ul><ul><li>Service </li></ul><ul><li>Customer care </li></ul><ul><li>Awareness </li></ul><ul><li>Consideration </li></ul>Service / customer care Delivery Ordering Direct Mailings Launch Special Advisory Lounge Cool Flame Wrapper „ MyBrand“ Car Configurator Mobile Site PDA Download Sales Aftersales Presales
  15. 15. Examples of mobile content/applications delivering services <ul><li>Shopping wishlist for Suria KLCC (KL) </li></ul>
  16. 16. Mobile shopping list in detail <ul><li>online presence to promote the shopping centre </li></ul><ul><li>website offers ‘shopping guide‘ service for convenience during peak shopping season </li></ul><ul><li>users able to browse in the comfort of home or office and create a wish list (shopping list) through the website </li></ul><ul><li>wish list can be sent to mobile. </li></ul>
  17. 17. Mobile as a campaign element asking for contributions via SMS SMS sent to database, responses published online
  18. 18. Personalization of mobile getting personal with your handsets <ul><li>boom in social networking will bring more mainstream users into accessing online content on the mobile </li></ul>facebook (US)
  19. 19. Personalization of mobile getting personal with your handsets <ul><li>Avatars and messaging buddies help investing feelings, establishing bonds and agenda/personality of users </li></ul>CyWorld (KOR) HabboHotel (FIN) Yahoo Messenger (USA) MySpace (USA)
  20. 20. Mobile games location based gaming <ul><li>Mobile scavengerhunts, spatial annotations and real-world emulations </li></ul>Pac Manhattan (USA) Grafedia (USA) Mogi (JP) Yellow Arrow (USA)
  21. 21. Mobile experiments toying with locality and immediacy Bio mapping (USA) GPS drawings : tracing a users movements
  22. 22. Mobile experiments toying with locality and immediacy Nike ID (USA) Megaphone (USA)
  23. 23. Mobile as a pervasive medium