Large companies are partnering with startups to pilot new mobile technologies and ideas more quickly. Startups get funding and mentorship in exchange for working on projects. Mobile is seen as a platform for business transformation rather than just advertising. The best approach is to rapidly launch minimum viable products, get user feedback, and iterate quickly like startups do. This allows products and ideas to evolve faster based on learning from failures.

2. Why do the best mobile ideas come from here

3. And not in agencies?

4. 21

5. 21
Mondelez partnered with startups and they are given 90 days to scale and launch into the
market.

6. 6

7. 7
PepsiCo handpicks 10 startups who can pilot their technologies to market PepsiCo brands.

9. Start-ups get the opportunity to work on global Unilever projects and be mentored by Unilever’s top marketers

10. Choremonster

11. Choremonster
Received $120,000 in investment capital and mentoring from top Disney executives
http://disneyaccelerator.com/mentors/

12. 21
Welcome to the new mobile economy

13. $18 B 600 employees

14. $18 B
600 employees
$ 17 B 71,800 employees

15. $10B 100 employees

16. $10B
100 employees
$15 B 62,553 employees

17. $ 10 B
1,000 employees

18. $ 10 B 1,000 employees
$3 B
16, 160 employees

19. How can brands adapt to a mobile world?

20. Applying Startup Thinking to Mobile Marketing
»Create Products, Not Campaigns
»Test, Learn and Scale
»Speed
»Failure = Progress
»Risk-Taking
20

22. 30
Awards
Creativity
Technology
Agency bias to creative flair, awards

23. But what keeps CEOs awake at night?
31

24. 3 Things that Matter to CEOs

25. Startups don’t think of mobile as just a media channel.

26. •marketing
•commerce/distribution
•customer service
•research
•product development
•business model
Mobile is a Business Transformation Platform

27. Treat Advertisers as Venture Capitalists

28. 1. Show them how they’ll earn from
the mobile product.
Treat Advertisers as Venture Capitalists

29. 2. Let them co-create and co-own it
1. Show them how they’ll earn from
the mobile product.
Treat Advertisers as Venture Capitalists

30. 3. Have a long-term plan. What would it generate in 6 months? 12 months?
2. Let them co-create and co-own it
1. Show them how they’ll earn from
the mobile product.
Treat Advertisers as Venture Capitalists

31. Nike focused on the product
In 2010, Nike launched the Nike+ app, which even non-Nike owners can use.
In 2006, launched a sensor + iPod running kit to track distance, calories burned, and pace.

32. Track your activity throughout the day.
Join a community of fitness enthusiasts.
Get a fitness program
tailored for you.
Something that can be used everyday!

33. And it paid off
Over 7 million Nike+ community members
Revenue up 16% to USD $24.1 B -- the highest rate in 15 years

36. WARNING: This process is irreversible!

37. Nail it, then scale it
Build Minimum Viable Product (MVP)
Launch and get feedback
Refine
NOW
Massive marketing launch
PR stunts
Additional features
LATER

38. Remember: this can’t be the other way around!

39. Facebook started as a ‘Hot or Not’ site for Harvard

40. Then Facebook added the Newsfeed

41. Facebook today
Ad network
Facebook Developers
Facebook Connect API
Newsfeed
1.23B monthly active users

43. 24
Speed is Critical
“If we can reduce the time between pivots
We can increase our odds of success
Before we run out of money”

44. 24
“If we can reduce the time between pivots
We can increase our odds of success
Before we run out of money”
Why launch fast? You get to test your ideas directly with the people who will use the product.
Speed is Critical

45. 25
What you did in 6 months, we can do in 24 hours

47. 26
We need to move from this...

48. 27
24 hours
To this:

49. Launch a “Minimum Viable Product” (MVP) Quickly

50. Launch a “Minimum Viable Product” (MVP) Quickly

51. How it works
Add a friend and send him a Yo
Your friend receives a Yo from you

52. Why Yo was born
Hogeg approached Arbel to request for a simple way to get in touch with his assistant on his smartphone.
Moshe Hogeg, CEO and founder of Tel Aviv company Mobli, Co-Founder of Yo
Or Arbel, iOS developer at Mobli; Co- Founder of Yo

53. Now, Yo evolved into a service

54. Get a Yo when your favorite soccer team scores a goal

55. Get a Yo when your package from Fedex is ready

56. Mind-boggingly simple
valuation
$10M
8 hrs
Time it took to develop
Registered users
2.5 M

58. The “Perfect App” Doesn’t Exist

59. "We apologize for the great inconvenience experienced by users, and are working around the clock to prepare iOS 8.0.2 with a fix for the issue, and will release it as soon as it is ready in the next few days." a company spokesperson told The Verge.
The “Perfect App” Doesn’t Exist

60. Failure =
Learning Experience =
Product/Business Evolution
60

62. Never stop developing
GRABTAXI: Over 100 iterations in a year!

64. Airbnb : A ‘dumb’ idea
Co-founder Brian Chesky and his other partners were rejected multiple times by investors, who told them that their idea was totally dumb.

65. Airbnb : A ‘dumb’ idea
Their idea? Convince people to rent out their homes to complete strangers.

66. To fund their business, Brian and his co-founders sold cereals (Obama O’s and Breakfast of Change) to attendees of the Democratic National Convention in November 2008.
Airbnb: Pushing ahead

68. Active properties
200,000
10 M
Guest nights booked
from 2008 to June 2012
Hotel night booked every two seconds
1
100%
Growth rate of Active properties for the past five months
26%
Traffic from mobile
Finding success

69. Valuation
$2.5 B
Finding success

70. Why can’t marketers think like these “crazy ones” when it comes to mobile?

72. Progress happens because of the crazy ones who were willing to take a risk and
re-invent the game.

73. This entrepreneurial culture and spirit of taking risks amongst marketers is what the mobile industry needs at this point.

74. 74