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.
ADMA Mobile Marketing Course <ul><li>June 11th 2009 </li></ul><ul><li>Sydney </li></ul>Lecturer: Emily Freeman Director, M...
Past & Future – Mobile Technology  <ul><li>Why is this important? </li></ul><ul><li>Networks & Handsets </li></ul><ul><ul>...
<ul><li>To understand  </li></ul><ul><ul><li>The mobile customer experience – past issues and future expectations </li></u...
<ul><li>1G Analogue Mobile Phone Service </li></ul><ul><li>2G Digital (SMS & WAP) </li></ul><ul><li>2.5G General Packet Ra...
<ul><li>Analogue Mobile Phone Service (AMPS) </li></ul><ul><li>Phone calls only </li></ul><ul><li>Basic handsets </li></ul...
<ul><li>Digital transmission </li></ul><ul><ul><li>Better signal </li></ul></ul><ul><ul><li>More secure </li></ul></ul><ul...
<ul><li>All about the mobile data </li></ul><ul><li>Data + voice at the same time </li></ul><ul><li>Faster data speeds 3.6...
<ul><li>Long Term Evolution (LTE) </li></ul><ul><li>Due in around 2012 (?) </li></ul><ul><li>Super fast!! 50-70Mbps </li><...
<ul><li>Smaller (usually private) network </li></ul><ul><li>Not through telco but used to extend current internet connecti...
<ul><li>Smaller network area </li></ul><ul><li>Need to have Bluetooth turned on </li></ul><ul><li>Generally easier to conn...
<ul><li>For using the carrier network/infrastructure (Telstra, Three, Vodafone, Optus) </li></ul><ul><li>Usually customer ...
<ul><li>Carriers </li></ul><ul><li>Aggregators </li></ul><ul><li>Developers </li></ul><ul><li>Handset manufactures </li></...
<ul><li>What they do </li></ul><ul><ul><li>Build the mobile phone networks </li></ul></ul><ul><ul><li>Allow calls & data <...
<ul><li>What they do </li></ul><ul><ul><li>Collate content to re-sell  </li></ul></ul><ul><ul><li>e.g. ringtones, wallpape...
<ul><li>What they do </li></ul><ul><ul><li>Design & develop mobile web sites and applications </li></ul></ul><ul><li>Examp...
<ul><li>What they do </li></ul><ul><ul><li>Create mobile web sites & campaigns </li></ul></ul><ul><ul><li>Deal with brands...
<ul><li>What they do </li></ul><ul><ul><li>Design & manufacture mobile phones </li></ul></ul><ul><li>Example companies </l...
<ul><li>What they do </li></ul><ul><ul><li>Create and publish content (news, weather & sport information) </li></ul></ul><...
<ul><li>What they do </li></ul><ul><ul><li>Provide mobile search engines and results </li></ul></ul><ul><li>Example compan...
<ul><li>What they do </li></ul><ul><ul><li>Create ads </li></ul></ul><ul><ul><li>Serve ads into mobile websites & applicat...
<ul><li>What they do </li></ul><ul><ul><li>Support the industry </li></ul></ul><ul><ul><li>Deal with regulators </li></ul>...
The Mobile Audience – Your Customers <ul><li>Globally </li></ul><ul><li>In Australia </li></ul><ul><ul><li>How many 3G Han...
<ul><li>More than 4 billion mobile subscribers (60% of ALL people) </li></ul><ul><li>There are more mobiles than PCs on Ea...
Australia <ul><li>Australian population = 21.5m </li></ul><ul><li>Mobile phone usage = 20m </li></ul><ul><ul><li>Surpassed...
How many 3G handsets in Australia? Courtesy of Myne Blog  http:// myneblog.typepad.com/myne / 43% 100% 31% 29% 47% 3G as %...
3G Handsets vs Mobile Internet users Courtesy of Myne Blog  http:// myneblog.typepad.com/myne / Source: Nielsen. The Austr...
<ul><li>Statistics only show those sites serving mobile ads by admob </li></ul><ul><li>Top handsets: </li></ul>Research: a...
Research: AdMob Australian Handset Data <ul><li>(Jan 09 – Mar 09) </li></ul><ul><li>Of all handsets hitting AdMob publishe...
Handset Consideration (Source: Nielsen. The Australian Internet and Technology Report 2008-2009)
iPhone – 1 Billion Apps in 9 months <ul><li>35k applications in store </li></ul><ul><li>Average 33 apps per iPhone </li></...
<ul><li>AIMIA Mobile Measurement Committee measures growth in Australian mobile traffic (page views) </li></ul><ul><ul><li...
<ul><li>More than 70% of Australians use mobile for more than voice & sms  </li></ul><ul><ul><li>41% visited a website </l...
<ul><li>34% have a 2nd mobile phone and/or SIM card </li></ul><ul><li>48% purchased content for their mobile from PC & 17%...
Research: Nielsen Internet Report <ul><li>43% of Australians have internet capable mobile devices </li></ul><ul><li>31% of...
Research: Nielsen Internet Report <ul><li>Of those aged between 16 – 29 years </li></ul><ul><ul><li>81% say they have acce...
Online Communities Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile PC Mobile 83% used at least one on...
Creation of Content for the Mobile <ul><ul><li>33% created content to share with others  </li></ul></ul>Type of content sh...
Sharing of Content for the Mobile How content is shared (as a % of those that shared content)   Australian Mobile Phone Li...
Use More Content if Free? Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
Approach to Mobile Advertising Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
Approach to Mobile Advertising
Choice between Ads and No Ads
<ul><li>For Mobile Customers </li></ul><ul><ul><li>complexity & cost of call & data plans </li></ul></ul><ul><ul><li>low a...
<ul><li>For Customers </li></ul><ul><ul><li>Data costs are coming down </li></ul></ul><ul><ul><li>Wide range of content  <...
<ul><li>Killing time </li></ul><ul><ul><li>Want something to do while waiting for the bus </li></ul></ul><ul><ul><li>Enter...
The (r)evolution of mobile <ul><li>2006 (past) </li></ul><ul><ul><li>Mobile as another channel </li></ul></ul><ul><ul><li>...
Your Marketing Message <ul><li>Mobile Marketing Tools </li></ul><ul><li>What are your marketing goals? </li></ul><ul><li>T...
All the Mobile Buzz “ driving traffic to mobile  adsites “ QR codes can leverage print media: “ bluetooth for ambient dist...
What is “Mobile Content” then? <ul><li>It’s just stuff on your mobile! </li></ul><ul><li>Cartoons that you send by MMS </l...
Mobile Marketing Tools <ul><li>Mobile content </li></ul><ul><li>Mobile landing pages / campaign pages </li></ul><ul><li>Cl...
What is your marketing goal? <ul><li>Forget about mobile!! </li></ul><ul><li>What is the goal of the campaign? </li></ul><...
Classic Mistakes and things to avoid <ul><li>Starting from a list of mobile marketing tools! </li></ul><ul><li>What to avo...
Planning a Marketing Campaign <ul><li>What is the brief? </li></ul><ul><li>Who is the target audience? </li></ul><ul><li>W...
Other things to consider <ul><li>Consider mobile at the beginning – not the end </li></ul><ul><ul><li>Can a mobile compone...
It all boils down to only 4 options! <ul><li>SMS </li></ul><ul><li>MMS </li></ul><ul><li>Mobile Site </li></ul><ul><li>Mob...
SMS <ul><li>Text based messages </li></ul><ul><ul><li>Alerts and updates </li></ul></ul><ul><ul><li>News </li></ul></ul><u...
MMS <ul><li>Visual or more detailed </li></ul><ul><ul><li>One or more images </li></ul></ul><ul><ul><li>Video & Audio </li...
Mobile Site <ul><li>Web Content </li></ul><ul><li>Detailed information </li></ul><ul><li>Lasting content </li></ul><ul><li...
Mobile Application <ul><li>Interaction </li></ul><ul><li>Games </li></ul><ul><li>Functionality </li></ul><ul><li>Permanenc...
“ Advertising” Your Mobile Message <ul><li>How to: </li></ul><ul><ul><li>Send an SMS / MMS </li></ul></ul><ul><ul><li>Driv...
Advertise your message <ul><li>OR  </li></ul><ul><li>How to get people to see the mobile stuff you created… </li></ul>
Send an SMS or MMS? <ul><li>Collect their phone number  </li></ul><ul><ul><li>Send an SMS mailout (push SMS) </li></ul></u...
Messaging Campaign Considerations <ul><li>Database acquisition </li></ul><ul><ul><li>Your own customers </li></ul></ul><ul...
Visitors to a Mobile Site <ul><li>Buy mobile media </li></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>Sponsorship </...
Buy Mobile Media <ul><li>CPM  </li></ul><ul><li>Traditional Media Buyers often uninformed </li></ul><ul><li>Bundling </li>...
Telco Portals – On Deck <ul><li>Buy Mobile Media from a Carrier </li></ul><ul><ul><li>Telstra </li></ul></ul><ul><ul><li>V...
AdMob <ul><li>Global publisher network of mobile sites </li></ul><ul><li>Targeting by Country </li></ul><ul><ul><li>Austra...
AdMob new iPhone ad units (3.0) <ul><li>Mobile Social Networking </li></ul><ul><ul><li>lets consumers access advertisers' ...
Mobile Search <ul><li>Target customers using Google Mobile </li></ul><ul><ul><li>Other mobile search engines </li></ul></u...
Google Mobile <ul><li>Mobile Search </li></ul><ul><li>Mobile Content Network </li></ul><ul><li>Device Targeting </li></ul>
Google Mobile SEM <ul><li>CPC bid for relevant keywords in Google Mobile Search </li></ul><ul><li>User searches for keywor...
Traditional Advertising <ul><li>Integrate mobile destination (URL) in traditional advertising </li></ul><ul><li>Advertise ...
Web to Mobile <ul><li>Suits Brands & Publishers with existing website </li></ul><ul><li>Promote mobile version of your con...
Enter your mobile no. to receive a link
Mobile Codes <ul><li>Integrate a QR Code in traditional and online advertising: </li></ul><ul><ul><li>on a billboard </li>...
Where can a QR Code go? <ul><li>Takashi Murakami & Louis Vuitton “designer QR” </li></ul><ul><li>Jacket Patches </li></ul>...
Bluetooth <ul><li>Location specific </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Festivals </li></ul></ul><ul><...
Mobile Application Downloads <ul><li>Promote in an app store  </li></ul><ul><ul><li>iPhone app store </li></ul></ul><ul><u...
App stores, the iPhone and others <ul><li>iPhone </li></ul><ul><ul><li>Australian app store launched July 08 </li></ul></u...
Upcoming SlideShare
Loading in …5
×

Adma Mobile Marketing Course 2009 For Printing

4,351 views

Published on

Published in: Education, Technology, Business

Adma Mobile Marketing Course 2009 For Printing

  1. 1. ADMA Mobile Marketing Course <ul><li>June 11th 2009 </li></ul><ul><li>Sydney </li></ul>Lecturer: Emily Freeman Director, Mobilista Organiser, Mobile Monday Melbourne ADMA Mobile Marketing Course
  2. 2. Past & Future – Mobile Technology <ul><li>Why is this important? </li></ul><ul><li>Networks & Handsets </li></ul><ul><ul><li>1G </li></ul></ul><ul><ul><li>2G / 2.5G </li></ul></ul><ul><ul><li>3G / 3.5G </li></ul></ul><ul><ul><li>4G </li></ul></ul><ul><ul><li>WiFi </li></ul></ul><ul><ul><li>Bluetooth </li></ul></ul><ul><li>Data Charges </li></ul>
  3. 3. <ul><li>To understand </li></ul><ul><ul><li>The mobile customer experience – past issues and future expectations </li></ul></ul><ul><ul><li>what devices people are using and why not everyone can see your campaign </li></ul></ul><ul><ul><li>why data speed makes a big difference to the mobile web and app experience. </li></ul></ul><ul><ul><li>how to use video and pictures appropriately </li></ul></ul><ul><ul><li>the various companies involved in mobile marketing </li></ul></ul><ul><li>Because carriers use different technologies which limit what their customers can so </li></ul><ul><ul><li>Premium SMS </li></ul></ul><ul><ul><li>Walled Gardens </li></ul></ul><ul><li>So you know that Australia has world class networks & devices! </li></ul>Why is this important?
  4. 4. <ul><li>1G Analogue Mobile Phone Service </li></ul><ul><li>2G Digital (SMS & WAP) </li></ul><ul><li>2.5G General Packet Radio Service </li></ul><ul><li>3G Fast mobile data and multi channel </li></ul><ul><li>3.5G Yep, even faster!! </li></ul><ul><li>4G Long Term evolution – sooooper fast! </li></ul><ul><li>WiFi </li></ul><ul><li>Bluetooth </li></ul>Overview of Networks & Handsets
  5. 5. <ul><li>Analogue Mobile Phone Service (AMPS) </li></ul><ul><li>Phone calls only </li></ul><ul><li>Basic handsets </li></ul>Networks & Handsets: 1G
  6. 6. <ul><li>Digital transmission </li></ul><ul><ul><li>Better signal </li></ul></ul><ul><ul><li>More secure </li></ul></ul><ul><li>SMS - meant as an engineer comms tool </li></ul><ul><li>WAP (Wireless Applications Protocol) meant that people could access specially built content on their mobile phone </li></ul><ul><li>GPRS (General Packet Radio Service) was 2.5G and allowed faster data speeds for WAP </li></ul><ul><li>2.5G also enabled MMS </li></ul><ul><li>Handsets got colour screens for pics & video </li></ul>Networks & Handsets: 2G/2.5G
  7. 7. <ul><li>All about the mobile data </li></ul><ul><li>Data + voice at the same time </li></ul><ul><li>Faster data speeds 3.6/7.2/14.4/21Mbps + (up to 100Mbps?) </li></ul><ul><li>Video finally looks decent and plays OK </li></ul><ul><li>Handsets advancing </li></ul><ul><ul><li>bigger screens to see more content and at decent size </li></ul></ul><ul><ul><li>higher resolution screens to make content clearer </li></ul></ul><ul><ul><li>different interaction methods (stylus, QWERTY, touch) </li></ul></ul>Networks & Handsets: 3G/3.5G
  8. 8. <ul><li>Long Term Evolution (LTE) </li></ul><ul><li>Due in around 2012 (?) </li></ul><ul><li>Super fast!! 50-70Mbps </li></ul>Networks & Handsets: 4G
  9. 9. <ul><li>Smaller (usually private) network </li></ul><ul><li>Not through telco but used to extend current internet connection, therefore no additional cost </li></ul><ul><li>Faster speeds 54Mbps </li></ul><ul><li>High-end handsets have WiFi (Nokia N95/97, iPhone, G1 etc) </li></ul><ul><li>Some devices e.g. iPhone will only allow some content to download/play when on WiFi to prevent poor experience and bill shock </li></ul><ul><li>WiFi makes it faster to download big apps and large content </li></ul><ul><li>Can be hard to get onto closed networks </li></ul>Networks & Handsets: WiFi
  10. 10. <ul><li>Smaller network area </li></ul><ul><li>Need to have Bluetooth turned on </li></ul><ul><li>Generally easier to connect to a Bluetooth </li></ul><ul><li>No cost to use the network </li></ul><ul><li>Good for sending larger files to each other </li></ul><ul><li>Handsets </li></ul><ul><ul><li>Most handsets have Bluetooth these days </li></ul></ul><ul><ul><li>Most default to off, so need to have clear instructions for people to turn on. </li></ul></ul>Networks & Handsets: Bluetooth
  11. 11. <ul><li>For using the carrier network/infrastructure (Telstra, Three, Vodafone, Optus) </li></ul><ul><li>Usually customer buys a data pack for data use on top of their mobile phone call plan (some call plans include data) </li></ul><ul><li>Content “can” be zero-rated </li></ul><ul><li>Some markets offer wholesale data campaigns that need more bandwidth (e.g. video or music) </li></ul><ul><li>Data rates are coming down over time </li></ul>Data Charges
  12. 12. <ul><li>Carriers </li></ul><ul><li>Aggregators </li></ul><ul><li>Developers </li></ul><ul><li>Handset manufactures </li></ul><ul><li>Publishers </li></ul><ul><li>Search Companies </li></ul><ul><li>Advertising networks </li></ul><ul><li>Industry bodies </li></ul>The Mobile Industry
  13. 13. <ul><li>What they do </li></ul><ul><ul><li>Build the mobile phone networks </li></ul></ul><ul><ul><li>Allow calls & data </li></ul></ul><ul><ul><li>Invoice the customer </li></ul></ul><ul><li>Example Carriers </li></ul><ul><ul><li>Telstra (9m) </li></ul></ul><ul><ul><li>Optus (7m) </li></ul></ul><ul><ul><li>Vodafone (4.1m) </li></ul></ul><ul><ul><li>Three (1.9m) </li></ul></ul><ul><li>MVNOs (Virgin, B, RSL, etc) </li></ul>Carriers / Telcos
  14. 14. <ul><li>What they do </li></ul><ul><ul><li>Collate content to re-sell </li></ul></ul><ul><ul><li>e.g. ringtones, wallpapers, games, SMS competitions </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>5th Finger </li></ul></ul><ul><ul><li>Be Interactive </li></ul></ul><ul><ul><li>Communicator </li></ul></ul><ul><li>Most of these companies have opt-in lists e.g. BlueSkyFrog </li></ul>Aggregators
  15. 15. <ul><li>What they do </li></ul><ul><ul><li>Design & develop mobile web sites and applications </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>Tigerspike </li></ul></ul><ul><ul><li>Mogeneration </li></ul></ul><ul><ul><li>Digital Glu </li></ul></ul><ul><ul><li>WAPFly </li></ul></ul><ul><ul><li>m.Net Corporation </li></ul></ul><ul><ul><li>MIA </li></ul></ul><ul><ul><li>Icon Mobile </li></ul></ul>Developers
  16. 16. <ul><li>What they do </li></ul><ul><ul><li>Create mobile web sites & campaigns </li></ul></ul><ul><ul><li>Deal with brands and advertisers (their clients) </li></ul></ul><ul><ul><li>Sometimes work with mobile development company to implement </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>Hyperfactory </li></ul></ul><ul><ul><li>Group M </li></ul></ul><ul><ul><li>Saatchi & Saatchi </li></ul></ul><ul><ul><li>Hothouse </li></ul></ul>Agencies
  17. 17. <ul><li>What they do </li></ul><ul><ul><li>Design & manufacture mobile phones </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>Nokia </li></ul></ul><ul><ul><li>Sony Ericsson </li></ul></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>LG </li></ul></ul><ul><li>None are based in in Australia </li></ul><ul><li>Australia is a small market and therefore few manufacturers customise phones for our market </li></ul>Handset Manufacturers
  18. 18. <ul><li>What they do </li></ul><ul><ul><li>Create and publish content (news, weather & sport information) </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>ABC </li></ul></ul><ul><ul><li>ninemsn </li></ul></ul><ul><ul><li>Yahoo!7 </li></ul></ul><ul><ul><li>News Digital Media </li></ul></ul><ul><ul><li>Sensis </li></ul></ul><ul><ul><li>Fairfax Digital </li></ul></ul>The Publishers
  19. 19. <ul><li>What they do </li></ul><ul><ul><li>Provide mobile search engines and results </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Yahoo!7 </li></ul></ul><ul><ul><li>Sensis </li></ul></ul>Search Companies
  20. 20. <ul><li>What they do </li></ul><ul><ul><li>Create ads </li></ul></ul><ul><ul><li>Serve ads into mobile websites & applications </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>AdMob </li></ul></ul><ul><ul><li>Sensis </li></ul></ul>Advertising Networks
  21. 21. <ul><li>What they do </li></ul><ul><ul><li>Support the industry </li></ul></ul><ul><ul><li>Deal with regulators </li></ul></ul><ul><ul><li>Create guidelines (e.g. Mobile Advertising Guidelines) to improve consistency </li></ul></ul><ul><li>Examples </li></ul><ul><ul><li>ADMA </li></ul></ul><ul><ul><li>AIMIA Mobile Industry Group </li></ul></ul><ul><ul><li>ACMA </li></ul></ul>Industry Bodies
  22. 22. The Mobile Audience – Your Customers <ul><li>Globally </li></ul><ul><li>In Australia </li></ul><ul><ul><li>How many 3G Handsets </li></ul></ul><ul><ul><li>Research & Data </li></ul></ul><ul><ul><ul><li>Handset usage (AdMob & Nielsen) </li></ul></ul></ul><ul><ul><ul><li>iPhone app store </li></ul></ul></ul><ul><ul><ul><li>AIMIA traffic trends </li></ul></ul></ul><ul><ul><ul><li>m.Net WMDS </li></ul></ul></ul><ul><ul><ul><li>Nielsen Internet & Technology Report </li></ul></ul></ul><ul><ul><ul><li>Australian Mobile Phone Lifestyle Index (AMPLI) </li></ul></ul></ul><ul><li>The Mobile Experience </li></ul>
  23. 23. <ul><li>More than 4 billion mobile subscribers (60% of ALL people) </li></ul><ul><li>There are more mobiles than PCs on Earth </li></ul><ul><li>From now on more people will connect to the Internet via mobile than by PC </li></ul><ul><li>1 trillion SMS sent in 2008 in the US alone (CTIA) </li></ul>Globally
  24. 24. Australia <ul><li>Australian population = 21.5m </li></ul><ul><li>Mobile phone usage = 20m </li></ul><ul><ul><li>Surpassed natural saturation </li></ul></ul><ul><li>Mobile internet capable handsets = 8.5m (43%) </li></ul><ul><li>Mobile web users = 4.65m (30%)^ </li></ul><ul><li>Handsets usage (at end 2008) ^ </li></ul><ul><ul><li>Nokia 38% </li></ul></ul><ul><ul><li>iPhone 13% </li></ul></ul><ul><ul><li>Blackberry 11% </li></ul></ul><ul><li>Handset replacement cycles 12 – 18 mths </li></ul>(^ Source: Nielsen. The Australian Internet and Technology Report 2008-2009)
  25. 25. How many 3G handsets in Australia? Courtesy of Myne Blog http:// myneblog.typepad.com/myne / 43% 100% 31% 29% 47% 3G as % 22,500 2,000 4,100 7,100 9,300 Total 12,800 0 2,800 5,000 4,900 Other handsets 9,800 2,000 1,200 2,100 4,400 3G Handsets Total 3 Vodafone Optus Telstra
  26. 26. 3G Handsets vs Mobile Internet users Courtesy of Myne Blog http:// myneblog.typepad.com/myne / Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009) <ul><li>31% of Australian with a mobile phone have used the Mobile Internet and specified which was their mobile carrier (source: Nielsen) </li></ul><ul><li>^ remaining 9% specified ‘other’ as carrier </li></ul>^91% 10% 16% 27% 38% Mobile Internet Usage 100% 21% 12% 22% 45% % of 3G Market 9,800 2,000 1,200 2,100 4,400 3G Handsets Total 3 Vodafone Optus Telstra
  27. 27. <ul><li>Statistics only show those sites serving mobile ads by admob </li></ul><ul><li>Top handsets: </li></ul>Research: admob ads served AdMob Stats for Q1 2009 www.admob.com
  28. 28. Research: AdMob Australian Handset Data <ul><li>(Jan 09 – Mar 09) </li></ul><ul><li>Of all handsets hitting AdMob publisher sites and seeing an Ad: </li></ul><ul><ul><li>Apple iPhone 37.7% </li></ul></ul><ul><ul><li>Apple iPod Touch 15.4% </li></ul></ul><ul><ul><li>Nokia 6120 4.4% </li></ul></ul><ul><ul><li>LG TU500 2.8% </li></ul></ul><ul><ul><li>Samsung A411 2.6% </li></ul></ul><ul><ul><li>Nokia N95 2.5% </li></ul></ul>AdMob Mobile Metrics for Q1 2009 www.admob.com
  29. 29. Handset Consideration (Source: Nielsen. The Australian Internet and Technology Report 2008-2009)
  30. 30. iPhone – 1 Billion Apps in 9 months <ul><li>35k applications in store </li></ul><ul><li>Average 33 apps per iPhone </li></ul><ul><li>1000 new apps released each week </li></ul><ul><li>No.1 device for mobile internet browsing today in Australia </li></ul><ul><li>Estimated 500k – 600k Australian iPhone users </li></ul><ul><li>Predominantly 25 – 35 year olds </li></ul>
  31. 31. <ul><li>AIMIA Mobile Measurement Committee measures growth in Australian mobile traffic (page views) </li></ul><ul><ul><li>Quarter 4 - 2008 </li></ul></ul><ul><ul><ul><li>Australian Mobile Traffic grew by 17.3% </li></ul></ul></ul><ul><ul><li>Quarter 1 - 2009 </li></ul></ul><ul><ul><ul><li>Australian Mobile Traffic grew by 20% </li></ul></ul></ul><ul><li>Compound Annual Growth Rate (CAGR) of 89.3% </li></ul><ul><li>(NOTE Sensis announced mobile sites page views grew 62% in Q4 08) </li></ul>Australian Traffic Trends
  32. 32. <ul><li>More than 70% of Australians use mobile for more than voice & sms </li></ul><ul><ul><li>41% visited a website </li></ul></ul><ul><ul><li>30% used mobile search </li></ul></ul><ul><ul><li>15% used social networking sites </li></ul></ul><ul><ul><li>61% accessed information </li></ul></ul><ul><ul><li>57% accessed entertainment </li></ul></ul><ul><ul><li>31% used mobile to make purchase </li></ul></ul><ul><li>Mobile search increased to 30% </li></ul><ul><li>Mobile web usage increased to 49% </li></ul><ul><li>Access methods </li></ul><ul><ul><li>- URL entry dropped from 54% to 29% </li></ul></ul>Research: WMDS Australian Results of Worldwide Mobile Data Service Study 2008 www.mnetcorporation.com/worldwide-mobile-data-services-study/
  33. 33. <ul><li>34% have a 2nd mobile phone and/or SIM card </li></ul><ul><li>48% purchased content for their mobile from PC & 17% carrier portal </li></ul><ul><ul><li>Top 3 Content types Games (43%) Trutones (42%) Wallpapers (33%) </li></ul></ul><ul><ul><li>Top 3 Info types News (53%) Weather (50%) Sport (34%) </li></ul></ul><ul><ul><li>Future content types maps (31%) news (29%) weather (28%) </li></ul></ul>Research: AMPLI Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  34. 34. Research: Nielsen Internet Report <ul><li>43% of Australians have internet capable mobile devices </li></ul><ul><li>31% of Australians have used the Mobile Internet </li></ul><ul><ul><li>68% between 16 – 29 years </li></ul></ul><ul><ul><li>42% between 30 – 49 years </li></ul></ul><ul><ul><li>37% of High Income earners ($95k+) </li></ul></ul><ul><li>Of those who have used the mobile internet </li></ul><ul><ul><li>41% have accessed News & Weather </li></ul></ul><ul><ul><li>38% have used Email </li></ul></ul><ul><ul><li>38% have used General Search </li></ul></ul><ul><ul><li>33% have used Local Business / Directories Search </li></ul></ul><ul><ul><li>32% have accessed Maps & Directions </li></ul></ul><ul><ul><li>30% have used Mobile Web Search </li></ul></ul>Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009)
  35. 35. Research: Nielsen Internet Report <ul><li>Of those aged between 16 – 29 years </li></ul><ul><ul><li>81% say they have access to the internet from their mobile </li></ul></ul><ul><ul><li>68% they have used a mobile device to access the internet </li></ul></ul><ul><ul><li>51% say they use the mobile internet regularly </li></ul></ul><ul><ul><li>32% say they have a touch screen phone </li></ul></ul>Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009)
  36. 36. Online Communities Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile PC Mobile 83% used at least one online community 16% stated they used online communities on their mobile <ul><li>Most popular: </li></ul><ul><ul><li>MSN Messenger (57%) </li></ul></ul><ul><ul><li>You Tube (46%) </li></ul></ul><ul><ul><li>Facebook (45%) </li></ul></ul><ul><ul><li>MySpace (28%) </li></ul></ul><ul><ul><li>Y! Messenger (23%) </li></ul></ul><ul><li>Most popular: </li></ul><ul><li>MSN Messenger (8%) </li></ul><ul><li>Facebook (5%) </li></ul><ul><li>MySpace (3%) </li></ul><ul><li>Y! Messenger (2%) </li></ul><ul><li>You Tube (2%) </li></ul>
  37. 37. Creation of Content for the Mobile <ul><ul><li>33% created content to share with others </li></ul></ul>Type of content shared (as a % of those that shared content) Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  38. 38. Sharing of Content for the Mobile How content is shared (as a % of those that shared content) Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  39. 39. Use More Content if Free? Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  40. 40. Approach to Mobile Advertising Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  41. 41. Approach to Mobile Advertising
  42. 42. Choice between Ads and No Ads
  43. 43. <ul><li>For Mobile Customers </li></ul><ul><ul><li>complexity & cost of call & data plans </li></ul></ul><ul><ul><li>low awareness / understanding / need </li></ul></ul><ul><ul><li>separation of hardware, OS, applications, content & online services </li></ul></ul><ul><ul><li>too much irrelevant functionality </li></ul></ul><ul><ul><li>hidden & difficult customisation </li></ul></ul><ul><li>For Mobile Content Creators </li></ul><ul><ul><li>handset range for intended audience </li></ul></ul><ul><ul><li>screen size/s </li></ul></ul><ul><ul><li>interaction type/s </li></ul></ul><ul><ul><li>internal developer skills </li></ul></ul><ul><ul><li>understanding of all aspects of mobile is complex </li></ul></ul>The Mobile Experience: Bad (historically)
  44. 44. <ul><li>For Customers </li></ul><ul><ul><li>Data costs are coming down </li></ul></ul><ul><ul><li>Wide range of content </li></ul></ul><ul><ul><li>Greater awareness/engagement of mobile content and marketing campaigns </li></ul></ul><ul><ul><li>Handsets are getting more user friendly </li></ul></ul><ul><ul><li>Better methods of discovery & access to mobile content </li></ul></ul><ul><ul><li>Integrated with multiple channels, online, outdoor </li></ul></ul><ul><li>For Creators </li></ul><ul><ul><li>Range of campaign tools to use </li></ul></ul><ul><ul><li>Easier to reach more users, discoverability choices </li></ul></ul><ul><ul><li>Better options for developing and implementing for mobile </li></ul></ul><ul><ul><li>The main mobile browsers are starting to standardise (WebKit) </li></ul></ul>The Mobile Experience: Good (the future!)
  45. 45. <ul><li>Killing time </li></ul><ul><ul><li>Want something to do while waiting for the bus </li></ul></ul><ul><ul><li>Entertainment while family watches something on the main TV </li></ul></ul><ul><li>Goal directed </li></ul><ul><ul><li>Want to get in and out quickly </li></ul></ul><ul><ul><li>After a specific piece of information </li></ul></ul><ul><li>Gen Y use multiple channels simultaneously </li></ul><ul><li>With new touch screen, advanced handsets </li></ul><ul><ul><li>Normal internet behaviours </li></ul></ul><ul><ul><li>Convenience, contextual, relevant, location </li></ul></ul>Mobile Behaviours
  46. 46. The (r)evolution of mobile <ul><li>2006 (past) </li></ul><ul><ul><li>Mobile as another channel </li></ul></ul><ul><ul><li>Limited audience </li></ul></ul><ul><ul><li>Restricted capability </li></ul></ul><ul><li>2009 (now) </li></ul><ul><ul><li>Content is being integrated cross channel </li></ul></ul><ul><ul><li>Audience growth, building fast </li></ul></ul><ul><ul><li>Opportunities being discovered </li></ul></ul><ul><ul><li>Convenience & context </li></ul></ul><ul><li>2013 (future) </li></ul><ul><ul><li>Mobile reaches critical mass </li></ul></ul><ul><ul><li>Not just another channel - seamless extension of your internet experience </li></ul></ul><ul><ul><li>Integrated with social, contextual, location, identity </li></ul></ul>
  47. 47. Your Marketing Message <ul><li>Mobile Marketing Tools </li></ul><ul><li>What are your marketing goals? </li></ul><ul><li>There are only 4 ways to deliver mobile content </li></ul><ul><ul><li>SMS </li></ul></ul><ul><ul><li>MMS </li></ul></ul><ul><ul><li>Mobile Site </li></ul></ul><ul><ul><li>Mobile application </li></ul></ul><ul><li>Really! </li></ul>
  48. 48. All the Mobile Buzz “ driving traffic to mobile adsites “ QR codes can leverage print media: “ bluetooth for ambient distribution” “ iPhone apps as a branding tool” “ mobile is all about location based services” “ mobilise your content” “ push SMS for mainstream reach” “ branded content on the carrier portals” “ reaching users off deck” “ mobile CPMs are too high” “ it’s too early for mobile SEO” “ not worth targeting low end devices” “ multiple ad formats in mobile”
  49. 49. What is “Mobile Content” then? <ul><li>It’s just stuff on your mobile! </li></ul><ul><li>Cartoons that you send by MMS </li></ul><ul><li>Pages on a carrier portal </li></ul><ul><li>Off deck mobile sites </li></ul><ul><li>Custom made mobisodes & shortform content </li></ul><ul><li>Mobile TV shows and videos </li></ul><ul><li>Applications & downloads </li></ul><ul><li>Personalisation content like ringtones & wallpapers </li></ul><ul><li>Mobile music </li></ul><ul><li>Mobile games </li></ul>
  50. 50. Mobile Marketing Tools <ul><li>Mobile content </li></ul><ul><li>Mobile landing pages / campaign pages </li></ul><ul><li>Click to call </li></ul><ul><li>Mobile site & content sponsorship </li></ul><ul><li>Mobile banner ads </li></ul><ul><li>Mobile SEO and Search Engine Marketing (SEM) </li></ul><ul><li>Off-deck mobile ad networks </li></ul><ul><li>Mobile social networks </li></ul><ul><li>SMS & MMS, shortcodes, voting </li></ul><ul><li>Mobile Barcodes QR Codes, eCoupons </li></ul><ul><li>Location based services </li></ul><ul><li>Bluetooth </li></ul>
  51. 51. What is your marketing goal? <ul><li>Forget about mobile!! </li></ul><ul><li>What is the goal of the campaign? </li></ul><ul><ul><li>Build a database </li></ul></ul><ul><ul><li>Generate competition entries </li></ul></ul><ul><ul><li>Awareness / branding </li></ul></ul><ul><ul><li>Calls to a call centre </li></ul></ul><ul><ul><li>A specific response or action </li></ul></ul><ul><li>Think about </li></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Interactions </li></ul></ul><ul><ul><li>Start with traditional DM! </li></ul></ul>
  52. 52. Classic Mistakes and things to avoid <ul><li>Starting from a list of mobile marketing tools! </li></ul><ul><li>What to avoid: </li></ul><ul><ul><li>My client wants to do mobile this year </li></ul></ul><ul><ul><li>We booked mobile media – now what? </li></ul></ul><ul><ul><li>We had $5k left so we got Vodafone to give us a quote </li></ul></ul><ul><ul><li>No mobile content? Just run the TV ad / online banners </li></ul></ul><ul><li>Why would you use mobile? </li></ul><ul><ul><li>If your audience is there – and you can reach them </li></ul></ul><ul><ul><li>If it’s the right channel to deliver your campaign goals </li></ul></ul>
  53. 53. Planning a Marketing Campaign <ul><li>What is the brief? </li></ul><ul><li>Who is the target audience? </li></ul><ul><li>What are you trying to achieve? </li></ul>Build fan database for a fashion brand 16 – 29 female Collect phone numbers Build brand Sell Cars 35 – 45 single male Support ATL TV campaign ?
  54. 54. Other things to consider <ul><li>Consider mobile at the beginning – not the end </li></ul><ul><ul><li>Can a mobile component be core to the ENTIRE campaign </li></ul></ul><ul><ul><li>Not an afterthought </li></ul></ul><ul><ul><li>BMW snow tyres example </li></ul></ul><ul><li>Can you support existing channels? </li></ul><ul><ul><li>Extend DM execution to mobile </li></ul></ul><ul><ul><li>Build database via mobile as well </li></ul></ul><ul><ul><li>Create a mobile version of the web site </li></ul></ul><ul><ul><li>Push iPhone users to web site </li></ul></ul><ul><ul><li>Use click to call to generate call centre activity </li></ul></ul><ul><ul><li>Redemption at POS </li></ul></ul>
  55. 55. It all boils down to only 4 options! <ul><li>SMS </li></ul><ul><li>MMS </li></ul><ul><li>Mobile Site </li></ul><ul><li>Mobile application </li></ul><ul><li>Mobile TV (emerging opportunity) </li></ul>
  56. 56. SMS <ul><li>Text based messages </li></ul><ul><ul><li>Alerts and updates </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Short form information </li></ul></ul><ul><ul><li>Immediate response </li></ul></ul><ul><ul><li>Voting </li></ul></ul>
  57. 57. MMS <ul><li>Visual or more detailed </li></ul><ul><ul><li>One or more images </li></ul></ul><ul><ul><li>Video & Audio </li></ul></ul><ul><ul><li>Slide show </li></ul></ul>
  58. 58. Mobile Site <ul><li>Web Content </li></ul><ul><li>Detailed information </li></ul><ul><li>Lasting content </li></ul><ul><li>Images, video & audio </li></ul><ul><li>Interaction </li></ul><ul><li>Forms & data collection </li></ul><ul><li>Competitions </li></ul><ul><li>Branding </li></ul>
  59. 59. Mobile Application <ul><li>Interaction </li></ul><ul><li>Games </li></ul><ul><li>Functionality </li></ul><ul><li>Permanence </li></ul><ul><li>Utility </li></ul>
  60. 60. “ Advertising” Your Mobile Message <ul><li>How to: </li></ul><ul><ul><li>Send an SMS / MMS </li></ul></ul><ul><ul><li>Drive visits to a mobile site </li></ul></ul><ul><ul><ul><li>Telcos </li></ul></ul></ul><ul><ul><ul><li>Mobile Media </li></ul></ul></ul><ul><ul><ul><li>Ad Networks & Mobile Search </li></ul></ul></ul><ul><ul><ul><li>Traditional methods </li></ul></ul></ul><ul><ul><ul><li>Web to mobile </li></ul></ul></ul><ul><ul><ul><li>Mobile Codes / Blutooth </li></ul></ul></ul><ul><ul><li>Distribute a mobile application </li></ul></ul>
  61. 61. Advertise your message <ul><li>OR </li></ul><ul><li>How to get people to see the mobile stuff you created… </li></ul>
  62. 62. Send an SMS or MMS? <ul><li>Collect their phone number </li></ul><ul><ul><li>Send an SMS mailout (push SMS) </li></ul></ul><ul><li>Advertise a number </li></ul><ul><ul><li>Ask your audience to request the SMS </li></ul></ul><ul><ul><ul><li>Shortcode eg 19 1234 </li></ul></ul></ul><ul><ul><ul><li>Longcode 0418 123 456 </li></ul></ul></ul>
  63. 63. Messaging Campaign Considerations <ul><li>Database acquisition </li></ul><ul><ul><li>Your own customers </li></ul></ul><ul><ul><li>Telco database </li></ul></ul><ul><ul><li>Opt-in database </li></ul></ul><ul><li>Choosing suppliers </li></ul><ul><ul><li>Manage your campaign </li></ul></ul><ul><ul><li>Handle opt-ins an opt-out </li></ul></ul><ul><ul><li>Maintain database </li></ul></ul><ul><ul><li>Billing across all carriers </li></ul></ul><ul><li>SPAM Act and opt-ins </li></ul><ul><li>SMS Shortcodes </li></ul><ul><li>Using MMS </li></ul>
  64. 64. Visitors to a Mobile Site <ul><li>Buy mobile media </li></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>Sponsorship </li></ul></ul><ul><ul><li>Social media sites </li></ul></ul><ul><li>Do a deal with a Telco </li></ul><ul><li>Advertise the URL </li></ul><ul><ul><li>Outdoor </li></ul></ul><ul><ul><li>Print </li></ul></ul><ul><li>Send them from your website </li></ul><ul><li>Send an SMS with a link in it </li></ul><ul><li>Get them to photograph a QR code </li></ul><ul><li>Push it to them while they’re in a bluetooth zone </li></ul><ul><li>Buy mobile search keywords (SEM) </li></ul>
  65. 65. Buy Mobile Media <ul><li>CPM </li></ul><ul><li>Traditional Media Buyers often uninformed </li></ul><ul><li>Bundling </li></ul><ul><li>From Telcos </li></ul><ul><ul><li>Banners & Sponsorship </li></ul></ul><ul><li>From Publishers </li></ul><ul><ul><li>NineMSN </li></ul></ul><ul><ul><li>News Digital </li></ul></ul><ul><ul><li>Fairfax </li></ul></ul><ul><li>From Ad Networks </li></ul><ul><ul><li>AdMob / Global networks </li></ul></ul><ul><ul><li>Social Media sites </li></ul></ul>
  66. 66. Telco Portals – On Deck <ul><li>Buy Mobile Media from a Carrier </li></ul><ul><ul><li>Telstra </li></ul></ul><ul><ul><li>Vodafone </li></ul></ul><ul><ul><li>Three </li></ul></ul><ul><ul><li>Optus </li></ul></ul><ul><li>CPM based media buy </li></ul><ul><li>Sponsorship deal </li></ul><ul><li>Pros </li></ul><ul><ul><li>includes zero rating </li></ul></ul><ul><ul><li>landing page development </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>limited reach </li></ul></ul><ul><ul><li>blocked to other carrier customers </li></ul></ul>
  67. 67. AdMob <ul><li>Global publisher network of mobile sites </li></ul><ul><li>Targeting by Country </li></ul><ul><ul><li>Australian visitors to AdMob publisher sites </li></ul></ul><ul><li>Targeting by Carrier, </li></ul><ul><ul><li>Telstra / Optus / Vodafone / 3 Mobile </li></ul></ul><ul><li>Targeting by Handset </li></ul><ul><ul><li>Specific Device </li></ul></ul><ul><ul><li>iPhone custom Ad units </li></ul></ul><ul><li>Large network of ‘unidentified’ sites </li></ul><ul><li>CPC bidding </li></ul><ul><ul><li>Competition for Australian traffic pushes bids up </li></ul></ul><ul><ul><li>In 2008/09 average CPC = $0.35 </li></ul></ul>
  68. 68. AdMob new iPhone ad units (3.0) <ul><li>Mobile Social Networking </li></ul><ul><ul><li>lets consumers access advertisers' social content from an ad, including their Twitter feed, Facebook page, Digg, MySpace account, Flickr photos, and Linkedin. </li></ul></ul><ul><li>Search </li></ul><ul><ul><li>users can run searches within an advertiser's mobile site straight from an ad unit. </li></ul></ul><ul><li>Multi-Panel Banner </li></ul><ul><ul><li>delivers multiple calls to action in one rich media ad unit. </li></ul></ul><ul><li>Scrolling Canvas   </li></ul><ul><ul><li>lets audiences access more information about a product or service without clicking away from the application they're on. </li></ul></ul>
  69. 69. Mobile Search <ul><li>Target customers using Google Mobile </li></ul><ul><ul><li>Other mobile search engines </li></ul></ul><ul><ul><li>Low usage in Australia </li></ul></ul><ul><ul><li>Growth area globally </li></ul></ul><ul><li>Buy mobile search keywords (SEM) </li></ul><ul><li>Click thru to mobile site </li></ul><ul><li>Very targeted traffic, high conversions </li></ul>
  70. 70. Google Mobile <ul><li>Mobile Search </li></ul><ul><li>Mobile Content Network </li></ul><ul><li>Device Targeting </li></ul>
  71. 71. Google Mobile SEM <ul><li>CPC bid for relevant keywords in Google Mobile Search </li></ul><ul><li>User searches for keywords on Google Mobile </li></ul><ul><ul><li>Results vary depending on device </li></ul></ul><ul><li>Ad appears within results based on relevancy, CTR, CPC bid </li></ul><ul><li>In 2008/09 average CPC = $0.15 </li></ul>
  72. 72. Traditional Advertising <ul><li>Integrate mobile destination (URL) in traditional advertising </li></ul><ul><li>Advertise the URL </li></ul><ul><ul><li>On a billboard </li></ul></ul><ul><ul><li>In a magazine </li></ul></ul><ul><ul><li>On the side of a tram </li></ul></ul><ul><ul><li>In a press ad </li></ul></ul><ul><li>Include SMS shortcode as alternative to URL </li></ul>
  73. 73. Web to Mobile <ul><li>Suits Brands & Publishers with existing website </li></ul><ul><li>Promote mobile version of your content </li></ul><ul><li>Direct customers to visit the mobile site </li></ul><ul><ul><li>Enter your mobile number and receive an SMS </li></ul></ul><ul><ul><li>Type in URL </li></ul></ul><ul><li>Low cost option where online channel exists already </li></ul>
  74. 74. Enter your mobile no. to receive a link
  75. 75. Mobile Codes <ul><li>Integrate a QR Code in traditional and online advertising: </li></ul><ul><ul><li>on a billboard </li></ul></ul><ul><ul><li>in a magazine </li></ul></ul><ul><ul><li>on a website </li></ul></ul><ul><ul><li>at Point of Sale </li></ul></ul><ul><ul><li>in direct marketing materials </li></ul></ul><ul><li>Customers scan and click through to your mobile site </li></ul><ul><li>SMS back-up is essential </li></ul><ul><li>Since July 08 Telstra reported </li></ul><ul><ul><li>42.5k Code Scans </li></ul></ul><ul><ul><li>1.2M+ handsets now capable of scanning mobile codes. </li></ul></ul><ul><ul><li>25% of Telstra’s Next G handsets </li></ul></ul>
  76. 76. Where can a QR Code go? <ul><li>Takashi Murakami & Louis Vuitton “designer QR” </li></ul><ul><li>Jacket Patches </li></ul><ul><li>Tattoos </li></ul><ul><li>Business Cards </li></ul><ul><li>Invitations </li></ul><ul><li>Posters </li></ul><ul><li>T-Shirts </li></ul>
  77. 77. Bluetooth <ul><li>Location specific </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Festivals </li></ul></ul><ul><ul><li>Contained area such as an office building, university campus etc </li></ul></ul><ul><li>Customers with bluetooth enabled receive alert </li></ul><ul><li>Choose whether or not to receive the content </li></ul>
  78. 78. Mobile Application Downloads <ul><li>Promote in an app store </li></ul><ul><ul><li>iPhone app store </li></ul></ul><ul><ul><li>Other app stores are growing market </li></ul></ul><ul><li>Send an SMS with a link to download </li></ul><ul><li>Send to a mobile site where they can download </li></ul><ul><li>Pre-installed onto a phone </li></ul><ul><ul><li>Carriers </li></ul></ul><ul><ul><li>Handset manufacturers </li></ul></ul><ul><ul><li>Strong brands only </li></ul></ul>
  79. 79. App stores, the iPhone and others <ul><li>iPhone </li></ul><ul><ul><li>Australian app store launched July 08 </li></ul></ul><ul><ul><li>500 – 750k Australian users </li></ul></ul><ul><li>Android (Google) </li></ul><ul><ul><li>Australian app store launched March 09 </li></ul></ul><ul><ul><li>2.3k applications </li></ul></ul><ul><ul><li>No. 4 Handset in U.S. in March (after iPhone, Blackberry) </li></ul></ul><ul><li>Blackberry </li></ul><ul><ul><li>Launched App store April 09 (not in Aus yet) </li></ul></ul><ul><li>Nokia (Ovi store) </li></ul><ul><ul><li>Australian app store launched </li></ul></ul><ul><ul><li>Predicted 20k applications on launch </li></ul></ul>

×