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Connecting with Mobile<br />Charlie Nichols Browning<br />info@GetCS.com 210.807.3552<br />© Copyright 2010 Common Sense LLC www.GetCS.com<br />

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About Common Sense<br />An independent international communication technology company<br />Ever-evolving and up to date technology capabilities<br />Mobile – Websites, Apps, SMS, Location <br />Web – Content Management, Ecommerce<br />IT – Custom Software, Sharepoint, CRM, Reporting<br />We operate with a bias for integration, strong strategy, brand experience, measurement and return<br />Focused on excellent customer service, strong but flexible processes and clear communications<br />Hispanic and multi-lingual experience<br /><ul><li>Headquartered in in San Antonio, Texas</li></ul>Latin America Headquarters in Buenos Aires, Argentina<br />Founded in 2006, experienced team of over 60 people<br />Enterprise Program Member<br />

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A Few of Our Clients<br />Years of experience with hundreds of clients in US and Globally<br />From large global enterprises, nonprofits to small businesses<br />

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Your Customers are mobile:<br />

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Mobile is Growing<br />Mobile is growing faster than the internet did, with more internet users on mobile than desktop in LESS THAN 5 years.<br />US has over 290 million wireless subscribers, that’s over 90% of the population.<br />One-third of Americans (32%) have used a mobile phone to access the internet for emailing, instant-messaging, or information-seeking.<br />68% of mobile owners used SMS or Internet in Q1 2010. <br />http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html<br />http://www.gartner.com/it/page.jsp?id=1372013<br />http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx<br />

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Growing Faster – Will be Larger<br />The United States smart phone market grew 41% year on year. It is the largest smart phone market in the world by a significant margin, with 14.7 million units accounting for 23% of global shipments in Q2 2010.http://www.canalys.com/pr/2010/r2010081.html <br />Global handset sales will grow to 1.3 billion units in 2010. <br />Smartphones will experience 20% annual growth over the next six years.<br />

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Mobile is Widespread<br />40% of US mobile Web users now browse the internet more on their phone than PC.<br />65 million mobile subscribers in the US now regularly browse the mobile Web.<br />Mobile web has up to 57 million unique visitors per month, growing<br />People carry their cell phones 16 hrs./day<br />http://www.comscore.com/Press_Events/Press_Releases/2010/4/comScore_Reports_February_2010_U.S._Mobile_Subscriber_Market_Share<br />http://www.ctia.org/advocacy/research/index.cfm/AID/10323<br />http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx<br />

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Mobile Internet Use<br />Consumers spend nearly half their mobile internet time on email, followed by internet browsing and then social networks <br />Usage:<br />Mobile 5,840 hours/yr<br />PC 2,920 hours/yr<br />TV (US) 1,865 hours/yr.<br />http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-and-games-dominate-activity/<br />

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SMS - Texting<br />Reach: 95% of all mobile phones are text enabled<br />Usage: The average mobile subscriber send/receives more text messages than voice calls<br />Immediacy: 94% of text messages sent are opened and in 9 minutes or less<br />www.Txt4CRM.com data<br />

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Mobile Commerce & Couponing<br />20% of mobile phone owners used their phones for mobile commerce today; by 2011, it will be 25%. - Mobile Marketer (6/2010)<br />M-commerce sales in the US will be $2.42 billion in 2010 - Coda Research<br />MarketResearch.com has predicted that mobile e-commerce revenue will increase 65% per year by 2015.<br />By 2015, M-commerce sales will skyrocket to $23.8 billion, representing 8.5% of all e-commerce revenues in the country. - Coda Research<br />Mobile coupons will generate $6 billion in global redemption values by 2014. - Juniper Research<br />Mobile coupon redemption rates often exceed 50 percent, while paper coupons typically have a redemption rate of only 0.2 percent to 2 percent. - Exposure2 <br />

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Why?<br /><ul><li>Handsets/browsers are better

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More accessible device/service pricing

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Expectations for information access

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Growth in all age groups and genders

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Can be primary computing platform</li></li></ul><li>Becoming Mobile:<br />

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Digital Evolution<br />Rather than jumping to “an app for everything”, there is a progression for most mobile efforts<br />Crawl<br />Fly<br />Run<br />Walk<br /><ul><li>Advanced apps, platforms

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Mobile/app content management/integration

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Geo-location apps

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Advanced SMS campaigns

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Promotional apps

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Fully mobile web &email

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Social integration

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Mobile-friendly websites

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Simple apps

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Location finding

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Simple SMScampaigns/events

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Basic mobile emails

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Social integration

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Geo-location claim

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“Highly functional”apps

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Secure account access

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Mobile commerce

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SMS account integration

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Websites

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Ecommerce

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Email programs

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Social sharing </li></li></ul><li>Mobile as Tools<br />As with most media, it can be used in many ways<br /><ul><li> Agencies, Sales and Marketing can:

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Businesses, Products, Publishers can:

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Products, Customer Service, Operations can:</li></ul>Create<br />Promote<br />Extend<br /><ul><li>Content

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Products

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Company

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Products

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Services

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Products

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Services

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Reporting</li></ul>Using:<br />Using:<br />Using:<br /><ul><li>Websites

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Mobile Websites

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Apps

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Audio/Video

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Ads - mobile

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Email

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Websites

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Mobile Websites

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Apps

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Audio/Video

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Email

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Websites

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Mobile Websites

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Apps

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Audio/Video</li></li></ul><li>Integrated Promotion<br /><ul><li>Mobile efforts don’t exist by themselves, they should be integrated and promoted

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Advertising – Display, Paid Search, Mobile

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Social media campaigns

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Websites and microsites

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Email communications

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Employee communications

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Events and point of purchase

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PR

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Print

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App Stores</li></ul>Mobile site<br />iPhone App<br />Website<br />Email<br />Facebook<br />Twitter<br />

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Analytics Feed Insights<br />An integrated approach to Analytics can measure email, web, mobile web, SMS campaigns, social media links, app usage and the traffic between them.<br />Analytics can show exactly how your mobile application and other properties are used, so you can continually improve content, targeting and functionality<br />Track nearly any action, anywhere in your communications tree<br />

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Mobile Touchpoints<br />Apps<br />Mobile Website<br />Location Based Networks<br />SMS/Texting<br />

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Mobile Impacts: Print<br />Promote mobile apps, social media, mobile web on your printed materials<br />Print QR codes or Tags with contact info, websites, product info<br />Easy print to digital transition<br />Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons<br />

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Mobile Impacts: Events<br />Print QR codes/Tags with contact info on materials<br />Easy event/print to digital transition<br />Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons<br />Announce SMS “text to win” contests, subscribe to news or info<br />Geolocation check-ins, games or special badges, coupons or contests<br />Text GETCSto 41411<br />

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Mobile Impacts: Content<br />Content Publishing<br />Mobile friendly viewing<br />Full iOS or Android apps<br />iBooks formats<br />Amazon Kindle formats<br />Images, audio, video content<br />Strategies<br />Free promotional teasers<br />In-app purchases<br />Paid apps or books<br />Subscriptions<br />

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Mobile Impacts: Email<br />One of the top uses of smartphones is email<br />Emails need mobile-friendly format, offer options for viewing<br />Offer a web version in the mail, then detect if user is on a mobile device and then show mobile web-friendly version<br />Other email uses:<br />Coupons usable on device,discounts<br />Promote mobile apps, socialmedia, mobile web<br />

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Mobile Impacts: Websites<br />Mobile websites are becoming more expected and needed to connect with customers as they prefer<br />Prioritized content and functions for “on the go” users <br />Mobile friendly viewing, focused content, contacts,maps, app download<br />

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Strategies for Mobile Websites<br /><ul><li>There are two main strategies for developing mobile websites

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Current content management systems and frequency/volume of updates are considerations</li></ul>Can be a full version of the site with design changes<br /><ul><li>Connected to current publishing system with styling differences</li></ul>Can be a smaller version of the site, withcontent prioritized for mobile use<br /><ul><li>Separate site and publishing system

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May also publish to mobile apps too</li></li></ul><li>Mobile Website Examples<br />Type 2<br />Type 1<br />

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Mobile Website Examples<br />Type 1<br />Type 1<br />

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What NOT to do<br />Websites designed for desktop computers<br />Don’t “scale” to show fonts, images sized correctly<br />Have menu systems and rollovers that don’t work<br />Don’t provide key information ONLY in flash<br />

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Mobile Impacts: Social Media<br />Social media is one of the largest time spent on mobile devices<br />Optimize for sharing and linking on Facebook, Twitter and other networks<br />Mobile-friendly content, easy sharing, commenting “Follow/Liking”, geolocation games, app promotion/integration<br />

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SMS (Texting) can be used for a variety of promotional and informational programs including:<br />Coupons<br />Store locators<br />Regular PR and company news, urgent updates<br />Support status, product availability, shipping notifications<br />Contest entries, Loyalty programs, Voting and Polling<br />Email newsletter subscriptions<br />Lead generation, contact requests and info<br />Events, connect to new prospects or subscribers<br />Appointment reminders and confirmations<br />Shared shortcodes are available at low cost, custom shortcodes are secure and more extensible<br />Mobile: SMS <br />Try it:<br />Text GETCSto 41411<br />

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Examples: SMS - Text Messaging<br />Contests:<br />Contests:<br />Appointment Confirmations:<br />Lead Gen, awareness:<br />

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Apps<br />Promotion of business brand, content publishing, gaming, geolocation, audio, video, augmented reality<br />Community discussions and sharing<br />

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Apple Platform Numbers<br />How many iOS devices are there? <br />Over 100 million units worldwide - iPads, iPhones and iPod Touches<br />77 countries, approximately 50% are in the U.S.<br />How many iPads?<br />Over 3 million in less than 3 months.<br />How many apps? How many downloads?<br />Over 400,000<br />Over 4 billion, 350 downloads per second<br />Purchasing Apps?<br />130 million accounts with credit cards<br />Average user downloads 8-12 apps per month <br />Half of users buy apps each month, nearly 30% buy up to 10 per month<br />Enthusiasm for iPhone?<br />Highest user satisfaction ratings of any smart phone in multiple studies<br />Source: Apple and industry estimates<br />NeilsenOnline and Hitwise, as of Q1 2008CFI Group Smartphone Satisfaction Survey at: www.cfigroup.comhttp://www.marketingcharts.com/direct/iphone-3g-buzzing-nielsen-online-hitwise-issue-stats-5233/<br />Sources: Admob http://metrics.admob.com Survey Report and <br />http://gigaom.com/2009/08/27/how-big-is-apple-iphone-app-economy-the-answer-might-surprise-you/<br />

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Apple Advantages<br />

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Apple Advantages<br />

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Apple platform has the lead<br />By Quantity of apps:<br />By app development starts:<br />Over 400,000 apps<br />Plus 13 million songs, 3,000 TV shows, 2,500 movies<br />Over 40,000 apps<br />By Brands:<br />http://www.msnbc.msn.com/id/35226302/ns/technology_and_science-tech_and_gadgets/<br />

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Examples: Branded Loyalty Apps<br />Giving customers another way to engage with a brand, find physical locations, coupons and community interactions<br />Show company, product information, ordering information and functionality<br />Share and rate content such as recipes, opinions, articles, videos, audio casts, photos, etc.<br />Build email lists, viral nature of apps encourages spread among friends<br />Promote via other digital and mobile channels<br />

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Examples: Blog, Website Apps<br />Connect with users via a content focused branded app<br />Import existing blog feed, Twitter and Facebook in real time, driving traffic, awareness and engagement<br />Add a portfolio of example work or product information, case studies, video reels, video podcasts, audio podcasts<br />Share news, staff announcements and client work<br />Build email lists, sales leads, SMS lists<br />Can be published in conjunction with a mobile-friendly microsite for non-app users<br />

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Examples: Promotional Game Apps<br />Small branded games can help connect with customers and keep them engaged with your brand<br />Simple games like wordsearch, catch the can, shape-matching, frogger, soccer, tennis, etc.<br />

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Examples: Games & Entertainment<br />Games and Entertainment <br />38<br />

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Examples: Business Productivity and Reporting<br />For an increasingly mobile workforce, the ability to access critical business data on the go is very important.<br />Real-time updates, secure data, VPN, remote and local wiping capabilities, and company-only distribution.<br />Ability to integrate with enterprise reporting suites, SharePoint, MS Excel charting and more.<br />Assistance with deploying Office apps for Word, Excel and PowerPoint docs.<br />Ability to update status and forms, edit and enter customer data, new leads or action items.<br />

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Examples: Book Apps<br />Book apps are a low cost way to promote a book and monetize content.<br />Options:<br />Free summary to promote book sales<br />Emphasize key points with additional content or checklists to up/cross sell author services, or promote next book<br />Stand alone ebook/app sales<br />Include videos, audio or checklists that sync with website information<br />Featured project: NY Times Bestselling Author Tim Koegel and his book “The Exceptional Presenter” with excerpts from his next book<br />Sample Chapters<br />About Timothy J. Koegel<br />Purchase Book<br />Becoming an<br />Exceptional presenter<br />seemsto be a<br />Herculean task.<br />There’s a lot to<br />remember. Say this.<br />Move that. Speak up.<br />Look at the audience.<br />Don’t fidget. You<br />leave the meeting<br />wondering, Did I<br />connect? Was I<br />© Copyright 2009<br />

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Examples: Radio, Music and Band Apps<br />The personal nature of music on iPhones and iPods makes for a great app strategy.<br />Include music samples or full versions, videos, photos and news<br />Promote tour dates and local shows<br />Options:<br />Paid app with licensed MP3s, videos, “liner notes” and a rich experience<br />Free app to promote concerts<br />Include blog postings and updates from the band<br />- Listen to our music -<br />- Watch videos -<br />- Touring Dates -<br />- About Fatty Monk -<br />Autumn Run<br />Shifting Gears<br />Lessons Learned<br />Pryor Years<br />Memory<br />Autumn Run Video<br />Photos on the road<br />Main Page<br />

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Examples: iPad <br />The iPad and tablets are a hybrid of mobile and full size computing<br />Large screen<br />Multiple orientations<br />Touch interfaces<br />Narrower technology support (Flash)<br />

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Examples: Unique Interfaces<br />

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Examples: Video<br />

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Examples: Ecommerce<br />

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Unique News Interfaces<br />

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Examples: News<br />News: Leveraging the landscape of the iPad<br />

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Or any combination of…<br />Databases<br />GPS Enabled<br />Promotion and Loyalty<br />iPhone Focused<br />Books, Book Summaries<br />Content Management and Updates<br />Competitions with Online Leaderboards<br />Kids Entertainment<br />iPad Focused<br />Education<br />Videos<br />Games and Puzzles<br />Kids Education<br />Serial Publications<br />Photo & Image Libraries<br />Blog Apps<br />

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Location Based Networks<br />Location Based Networks:<br />Mobile coupons, “mayor” of your locations (FourSquare, Gowalla, Yelp, etc.)<br />Checkin status connected to social media, sharing and promotion<br />Rate and review companies, share photos<br />“Claim” to control location messaging, photos, reviews, comments<br />Mayor Specials: For the user who has checked in the most in the last 60 days) ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!”)<br />Check-in Specials: unlocked when a user checks in to your venue a certain number of times. ("Foursquare says you've been here 10 times? That's a free drink for you!")<br />Frequency-based Specials: are unlocked every X check-ins. ("Foursquare users get 20% off any entree every 5th check-in!")<br />Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ("Show us your foursquare Swarm badge and get a free drink!")<br />

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Summary<br />Mobile is large already and growing, consumers expect to interact with your business via mobile<br />High expectations, diverse devices <br />The is a ton of research, organizations and companies that can help with your mobile strategy and executions<br />Look for integration, not just point solutions<br />Review your current marketing and products on popular devices and optimize<br />Explore new ways of communicating with prospects and customers, building loyalty, efficiency and revenues<br />Walk, Crawl, Run, Fly – Don’t try to do it all at once<br />We are here to help!<br />

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Resources<br />Common Sense Blog: http://www.GetCS.com 8-)<br />Mobile Marketing Association: http://mmaglobal.com<br />Touch Gesture Reference Guide: http://www.lukew.com/touch/<br />NielsenWire Mobile: http://blog.nielsen.com/nielsenwire/category/online_mobile/<br />Comscore Mobile: http://www.comscore.com/Products_Services/Mobile_Media<br />Flurry Mobile Analytics Blog: http://blog.flurry.com/<br />Microsoft Tag: http://tag.microsoft.com<br />Free QR Code Generator: http://qrcode.kaywa.com/<br />How to use QR Codes for Small Business Marketing: http://www.openforum.com/idea-hub/topics/technology/article/how-to-use-qr-codes-for-small-business-marketing-jennifer-van-grove<br />

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Thanks for your time!Can we help with your integrated mobile strategy?<br />Charlie and the Common Sense Team<br />Info@GetCS.com<br />