This talk was presented at the PRSA International Conference in October 2012 for the Technology Section.

1. Mobile Engagement:
A Winning Strategy
By: Dawn Yankeelov,
President Aspectx
Date: Oct. 16, 2012

2. Market Conditions
•Everyone’s Head is in The Cloud
• Peak 10, Amazon
• Capture Fixation
• Goggle, Serge (sergesdk.com), and QR CodesLouis
• If It’s Not Drilled Down to Local, Then Who Cares
• Why Wait, RedeApp, and Scoutmob
•Save Me Money and/or Time
• Pinterest, FB, Linked In, Groupon

3. What We Will Cover
“In the beginning, God logged on,”….
The CirculatingTXT Joke--
TECHNOLOGY impact
Year 2025:
Father angrily to his little kid:
“Why don't u trust me...
I told u a hundred times that you were really born, not
downloaded.”
http://www.zedge.net/txt/272456/?pos=8&search=technology&cep=8

4. Survey Says…
• Even a year ago, there were already more than 700,000
Mobile Apps; estimated now at 2 Mil.
•The Number Of Mobile Devices In Use Will Exceed
World’s Population By End of 2012
•In 2011, mobile data traffic was 8 times the size of the
entire global Internet in 2000 (597 petabytes vs. 75
petabytes)
• By 2016, video will be over 70% of mobile traffic. It is
already slightly more than half of all traffic.
•By the end of 2012, over 100 million smartphone users will
be using over 1 GB/month of data
--source: Techcrunch, 2/14/2012

5. 7 Game Changers
• A No. 1: Mobile Payments/Pay by Phone
•#2: Healthcare Choices by Phone
•#3: Education on Mobile
•#4: Govt. Gone Mobile
•#5: Localization of Everything Continues
•#6: Video & Chat With the Multitudes (and Siri)
•#7: The Next Really Important Social Network, And the
Answer is….

6. The Players in With You
Forrester Research
2012

7. #1: Pay Now

8. NFC. Near Field Communications

9. Defined.

10. The
Players

11. What’s Verifone?

12. Coffee Please

13. Where is that cup of Joe?

14. Starbucks on the Cutting Edge

15. Over the Rainbow

16. New Players into Unattended Retail
d

17. Govt. Apps?

18. USA.apps.gov
•m.cancer.gov
•American Red Cross first aid
•National Institute on Drug Abuse Mobile
Website
•Studentaid.gov
•Smokey Bear
•Access American Stories--a bilingual
(Spanish/English) “crowdsourced” audio
experience and companion to the American
Stories exhibition at the Smithsonian's National
Museum of American History for low vision.

19. Localization—Here. Now.

20. Education and Healthcare too

21. Education

22. The Learning House

23. Healthcare: Hospital Use
>>>A new report from health care market research company Kalorama
Information estimates that the medical mobile health market was worth $84.1
million in 2010, up from about $41 million in 2009.
Strate
>>>According to the report -- titled "The Worldwide Market for Mobile
Medical Apps" …more than 50% of physicians used PDAs or smart phones on
a daily basis in their work. The average price for most medical apps was $15,
the study found (Merrill, Healthcare IT News, 1/6).
>>>The report found that health care apps made up approximately 1.5% of the
total mobile apps market in 2009 (Byers, CMIO, 1/4).
Read more: http://www.ihealthbeat.org/articles/2011/1/6/reports-predict-rise-in-mobile-health-apps-
chart-progress-in-2010.aspx#ixzz2539j93rc

24. Hospitals Got Started Early
•Indiana’s Columbus Regional Hospital
• Added mobile version of site 2010—See that more
than 13% now connect that way routinely
•Athen’s-GA-based Regional Health Services
• QR Codes for Mammogram Appts.—Appts. up
15% on request forms from QR Code
•Baltimore’s MedStar Harbor Hospital
• GeoTargeted Mobile Ad Display Campaign with
Emergency Care door-to-door directions
•HealthLeadersMedia 3/2012

25. From Branding to Health
Management
Mobile Medical Reminder ‐ A short message (text
messages/SMS) sent to a patient’s mobile device
with reminders… upcoming doctor’s appointment,
taking medication, immunization updates, refill
prescriptions, etc.
• Mobile Monitoring ‐ A small patch worn on the
skin capable of wirelessly linking to a patient’s
mobile device…could monitor heart
rate, EKG, respiration, and blood pressure.

26. And More
Mobile Monitoring of Elderly ‐ A small patch worn on
the skin capable of wirelessly linking to a patient’s
mobile device. The mobile device would precisely track
the location of the wearer and would be able to tell if the
person was standing, sitting, lying down, or fell down.
Mobile Medicine/Administration ‐ Via a patch on the
skin linked to a mobile device a patient could manage
their therapy as well as transmit information to a
physician (such as blood pressure, heart rate,
respiration, etc.). ..alert would be sent to the patient or
care giver.

27. Survey for Understanding
Growth
Preliminary results from a pilot test of WellDoc’s
DiabetesManager system among employees of health
insurer Health Care Service Corp. (HCSC) who had type 2
diabetes.
But what does it really mean that 88 percent of the 156
participants called DiabetesManager “highly useful” for
self-management of their condition?

28. On the Horizon
IMS predicts that 4.7 million Bluetooth Smart-enabled
consumer medical devices will ship in 2016 and some
10.3 million will ship between now and then.
“Intel sees the approval of the Running and Cycling
Speed and Cadence specifications as an important
milestone in the transition of low-power wireless fitness
sensors from proprietary to a standards-based solution
using Bluetooth 4.0,” Eric Dishman, fellow and general
manager of health strategy and solutions at Intel stated in
the Bluetooth SIG announcement. (Aug. 2012)

29. How-To: Leveraging Loyalty
Get the App Ranked:
•Run an intensive CPI (cost per install) Campaign (days)
•SEO/Keyword search optimization
•PR
•Discounting
•Reviews in Blogs of Interest
•Time Release at Trade Shows
•To be in Top 50 of Category: 25,000 downloads per day on the
app store (as of June 2012). 10,000 to be top in China. 5,000 in
UK and South Korea.

30. Loyalty is Coming Back.

31. Mobile Giving.

32. All Charities Want You Now.

33. Mobile Metrics
Flurry.com

34. Mobile Metrics Reading

35. Video & Chat

36. Easy and Free.

37. The Next Social Network is…

38. Find The PATH…

39. Takeaways
•Be Collaborative
•Define Strategy
•Find Call to Action in the App Or Hold on Build
•Determine Audiences in Advance
•Use Metrics
•Do Targeted, Intense Promotions to Drive Up Usage
•Experiment with Other NEW social paths
•HyperLocal is Useful so Leverage

40. Links of Interest
•See embedded video—SF Speakers on Mobile for the City
http://insiderlouisville.com/news/2012/10/15/listening-in-how-
technology-will-make-a-smarter-louisville/
•CDC’s Social Media Toolkit
http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolk
it_bm.pdf
•Mobilize Your Website http://gigaom.com/mobile/google-wants-to-
mobilize-your-web-site-for-free/
•9 Businesses Using Pinterest Contests
•http://www.socialmediaexaminer.com/pinterest-contest/
•Fatfinger Factor
http://www.nypost.com/p/news/business/fatfinger_factor_M6tlkx9itnD
bdoLl2cui6M

41. Contact
Aspectx, 7003 Harrods Landing Dr., Prospect, KY 40059
W: 502-292-2351; Cell: 502-548-1304
dawny@aspectx.com
Twitter: dawnyaspectx
Find me on Linked In, FB, Google+
Skype: dawny1962