Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mobile Marketing Channel Hurdles


Published on

Learn what makes mobile marketing and mobile websites so complicated, and what you can do for it in your planning phases.

Published in: Business
  • Be the first to comment

Mobile Marketing Channel Hurdles

  1. 1. MobileMarketing ChannelHurdles<br />Sydney, 2011<br />By: Cindy Krum, Mobile Moxie<br />@MobileMoxie on Twitter<br />
  2. 2. Mobile is FANTASTIC!<br />But that doesn’t mean it is always easy!<br />You have to:<br />Be Flexible & Adaptable<br />Measure & Test<br />Pay Attention to Trends & Technology<br />Think Outside of the Box<br />
  3. 3. Overview: Why is Mobile so Hard?<br />Lots of Variables Make it hard to predict how things will need to work<br />Things that are Potentially Different:<br />Infrastructure<br />Web Rendering<br />Screen Sizes<br />Changing Screen Orientation<br />Input Mechanisms<br />Operating Systems<br />Browsers<br />Load Speed<br />Data Charges<br />Regional Expectations<br />Tracking is Hard<br />User Education<br />
  4. 4. Start with the Basics:What is ‘Mobile’?<br />I get this questions A LOT<br />The Answer Changes as the Tech Changes<br />I DON’T Consider Tablets ‘Mobile’<br />
  5. 5. What is a Smart Phone?<br />This definition is also changing<br />Used to be Anything that could Access Web and Email<br />Now, it is usually anything with a True Web Browser or Touch Screen<br />If it is not a ‘Smart Phone’ it is a ‘Feature Phone’<br />Feature Phones were marketed based on Features Like Camera or Pre-Loaded Apps<br />
  6. 6. Different Infrastructure<br />Different Country's Have Different Norms for:<br />Pre-Pay vs. Post-Pay<br />Phone Ownership vs. Subsidized Leasing<br />Single SIM vs. Multi-SIM<br />Data Consumption, Roaming & SMS Charges<br />3G or W-CDMA (Japan) vs. GSM/EDGE<br />
  7. 7. Different Web Rendering<br />
  8. 8. Different Screen Sizes<br />8<br />
  9. 9. Changing Orientations<br />
  10. 10. Different Input Mechanisms<br />Number Selection<br />Thumb-Scroll<br />Scroll-Wheel<br />Roller-Mouse<br />Stylus<br />Touch Screen<br />
  11. 11. Different Operating Systems<br />iOS<br />Linux<br />Android<br />Palm OS<br />Symbian OS<br />Windows Mobile<br />RIM (BlackBerry)<br />
  12. 12.
  13. 13. Australia SmartPhone OS<br />
  14. 14.
  15. 15. Different Browsers<br />
  16. 16. Different Load Speed<br />
  17. 17. Different Load Speed(Even Over WiFi)<br />
  18. 18. Bad Connections & Wimpy Networks<br />
  19. 19.
  20. 20. Data Charges<br />20<br />
  21. 21. Data Charges<br />
  22. 22. Data Charges<br />
  23. 23. Regional Expectations<br />Japan – View Mobile as Separate and Different from Computer<br />USA – Charged for In-Coming Text Messages<br />BRIC– Feature Phones Still Prominent (Brazil, Russia, India and China)<br />Developing – Only Access to Computer, Internet, Phone, TV<br />Developed – Supplementary Access to Computer, Internet, Phone, TV<br />
  24. 24. Tracking is Hard<br />Mobile Marketing has MORE types of Conversion to track<br />In-Store Purchases<br />App Downloads<br />Map Visits<br />Calls<br />These Must be Integrated with Normal Web Tracking<br />Normal Web Tracking Does Not Always Work<br />
  25. 25. Users Are the Biggest Challenge<br />User Education Lags<br />Easily Confuses<br />Unforgiving<br />Lack of Fundamental Understanding<br />On and Offline<br />Apps vs. Web<br />OS vs. Browser<br />25<br />
  26. 26. Cindy Krum<br />CEO & Founder<br /><br />IM/Skype/Twitter: Suzzicks<br />Follow @MobileMoxie<br />720-231-7277<br /><br />