The following is agenda:
• Client Team
• Kona – Terms – Mobile Universe
2.Responsibilities / Deliverables
3.Review “Blueprint” Process
4.Goals of Engagement / Expectations
5.Overall Mobile Channel Objective
Next meeting we will cover specific programs / campaigns that we should
consider leveraging a mobile solution. In addition to a continuation of
review of mobile channels and how they apply.
Notes of each session will be distributed to participants the next day for review.
Founded in 2005 in Overland Park, KS
Incorporated in early 2006
ApTxt original product offering
Member - Mobile Marketing Association
SMS – short message service
MMS – multimedia message service
Standard SMS – no additional fees associated
Premium SMS – additional fees billed to wireless account
WAP – wireless access protocol (“mobile web”)
Mobile App – downloaded “rich” client (“Citi Mobile”)
Opt-In / Opt-Out - permission based marketing
DRM – digital rights management (Ringtones)
Mobile – simple the mobile phone number
BlueTooth – wireless personal network communication
Mobile Universe -
Over 3 Billion Worldwide Subscribers
Projected 3.9+ billion wireless subscribers by 2010 -
50% of the world's population( Bauer 2005)
Today over 350 Billion text messages sent every month
Mobile Universe –
Over 260 Million US Subscribers
Over 15 billion text messages A MONTH in the US (est.
30% are commercial)
Mobile phone penetration is at 75% of the US population
Mobile phones offer a reach never seen before by any other
More people have mobile phones than landline phones
Mobile phone penetration is greater than cable TV, home internet
access, and Home Computers
89% of Major Brands Planning to Market via Mobile Phones by
Mobile Channel Obstacles
Mobile is highly concentrated on 13-34 years olds.
Highest participating group 13-24 ages.
Limited success with groups 34+ to date
SMS “Text” Marketing most accepted form
Biggest obstacle is fear of “spam” or unwanted messages
2nd largest obstacle is fear of excessive fees from their carrier
Mobile Search / Advertising
Relatively small number of mobile web surfers
Low number of quality mobile web “wap” sites to support mobile search
No true ROI proven yet for mobile advertising
Data plans are still only purchased by approximately 30% of mobile users
Over 2500 handsets and different browsers makes web development costly
Mobile Applications / TV / Video
Custom applications require downloads and a very high majority (90%+) of mobile
subscribers never download custom applications
High cost of development and support for mobile applications
What is Kona Doing?
Guide Client through mobile channel
Knowledge transfer of best practices,
industry trends, success/failures
Deliver 2008-2009 Mobile Strategy Plan
Provide input as it relates to market demographics,
services provides, goals established for Mobile Channel
Provide direction to specific channels/opportunities to
consider or disregard
Provide direction on strategic and tactical planning items
Execute a Mobile Channel Strategic Plan!
Identify key “channels” for strategic consideration.
Application to Client’s current programs/campaigns
How could it be leverage for new programs
SWOT Analysis of each Channel
Priority Setting: High, Medium, Low
Ranking: Top - Low
Does it pass the sensibility test?
Channel Vendor Identification
Priority Setting: High, Medium, Low
Ranking: Top – Low
Strategic input for 2008 / 2009 Plans
Personally what do you expect to get out of this
What defines success for this project?
What key objectives are most important to you?
High Level Comprehensive Plan?
Highly specific detail plan?
Plan to leverage with other plans?
Expectation Setting (cont)
How do you want to be perceived?
Innovative – Cutting Edge - High Tech
How risk tolerant are you for the mobile channel?
High risk = try new things that likely will fail?
Low risk = must have known ROI
How important is the PR / Recognition aspect your mobile offerings?
Major part of our marketing strategy
Nice but not key goal
Just provide great service for our prospects/customers
Definition of specific objectives of this strategy that
1.Define key channels to leverage
2.Per key channel what is strategic solution
3.Per key channel what is tactical implementation
4.Per key channel top vendors / solutions
5.Timeline for key channel
The following are key channels that are being
considered as part of this strategic plan:
2.Mobile Advertising / Sponsorships
3.Mobile Promotions / Polls
4.Mobile Alerts / Notifications
5.Mobile Web (WAP)
6.Mobile Games / Social Networking
7.Mobile TV / Video
We will create a worksheet as we go through each channel.
The following are key data points of the process:
2.Rank – how high is of importance
3.Size – is this a niche or a mass market
4.Competition – any of your competitors in this channel?
5.Blueprint – how it would be leveraged
6.To Market Time: a month, 3 months, a year?
(see worksheet document for actual data capture)
Tom Walls – President