Interpret data and identify where, how and why the market behaves as it does. Compare data-points for budgetary and engagement insights, understand the cost per conversion within all verticals. Articulate competitors’ real position in the market and their use of the verticals.

1. Insights Gained: Chinese Traffic Verticals

2. Mobility is maturing in both in U.S.
and Internationally
 Global
smartphone sales
are up 63.1% from
2010
 488.5 million
units sold in 2011
 In last 3 years,
apps downloaded
10.9 billion times
 In January 2012,
8.5% of global
website hits came
from a mobile
device… Double
the amount
compared to
same time last
year.
2

3. Global retail focus depends on the size and
sophistication of the business itself. Even
though some aren’t yet ready to scale, by
utilizing mobility they can expand to a global
footprint.
3

4. Game-changing business drivers that
blur the physical and the digital are
inspiring enterprises around the globe:

Fast return on investment (ROI)

Increased employee productivity

Direct interaction with the customer

Ability to attract the best talent

Speed of decision
4

5. You might not see mobility as a new
way of thinking, but…
Competitive Advantage
This is a Direction,
not destination
LEADER
“FAST” FOLLOWER GAP
WILL CONTINUE TO
INCREASE
This line will keep
moving…quickly
CATCH UP
This path is harder
than you think it is.
STAY THE COURSE
Time
Leadership in mobility relies on commitment to a path forward
5

6. Global Mobility is the Future of Retail
6

7. We see mobility having unimaginable impact
revenue
reduce
cost Customers just-in-time
customer
brand
Partners
sales force multiplier
brand interaction at
moments of decision
impact
proprietary
dynamic
Competitive advantage
Employees
collaboration
in the context of
daily workflow
productivity
Management
intelligence
process efficiency
knowledge sharing
& collaboration
content
speed of
decision
…enabling an intelligent, connected, agile business
7

8. How can we gain Chinese consumers?
8

9. 5 Chinese Traffic Verticals
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China’s# Traffic#
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Verticals#
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2.#
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PROJEC

10. Interpret data and identify where, how and why the
market behaves as it does.
Compare data-points for budgetary and engagement
insights, understand the cost per conversion within
all verticals.
Articulate competitors’ real position in the market
and their use of the verticals.
10

11. Highlight market cannibalization (wasted
budget), disruptions in traffic/conversion
patterns (budget spillage), and lay out the
historical trends of the market in the digitalsphere (budget planning).
11

12. Create evidence-based recommendations
for use of the five verticals in an integrated
campaign
Social – Best mix of platforms and content for maximum engagement and
lowest CPA
eCommerce – Most feasible and profitable alliances, including e-tailers
Mobility – Purchasing and engagement patterns within mobile-sphere
Search – Look for most broad based word wins
Ads & Media – Locate highest concentrations of market with the lowest rate for
conversions and arbitrage

13. You have to examine the right questions
How does a mobile-enabled business act?
What is the role of mobility in my business?
What is the set of mobility experiences people want from us?
What are the mobile capabilities we need to succeed?
What are the benefits and how do we measure results?
What should we do first (i.e. IMMEDIATELY)?
What does mobility success look like when we get there?
What is the business model that ensures long-term success?
13

14. Connect to Learn More
Kelly Stickel
Founder and President of Remodista
www.remodista.com
kelly@remodista.com
312-371-9302
@kstickel