Let's Talk Business - Mobile Internet 07.06.11


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Two-thirds of Australians own smartphones and are accessing the web, watching video, engaging mobile apps, using location marking services, and accepting advertising in return for content.

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  • Introduction – Mogeneration is a leader in Digital publishing – we originally began as an iPhone mobile developer and over time realised that creating bespoke apps for businesses was costly but also there was a set formula and requirements that people were asking for WE combined this experience to create a platform that brings together the requirements – avaialble now as our mature and ever improviing platform Oomph. Mogen we ave won awards including the AIMI finalists in 2010… etc
  • The Nielsen Company research states that 91% of iPad owners have downloaded at least one application for their device, with 63% of those being a paid application. 1 The fourth edition of The Nielsen Company’s State of the Media, The Neilsen Company 2010.2MarketsandMarkets research firm’s ‘World Mobile Applications Market (2010 – 2015)’ report3 The fourth edition of The Nielsen Company’s State of the Media, The Neilsen Company 2010.
  • Go full tablet, make it rich, make it meaningful
  • Brings together the beautiful designs of print with the rich media experiences available on digital, Focused: By focusing on tablet media as a core competency, not an up sell or PDF viewer bolt on, you won’t need to invest in new work flow systems or have to buy a larger than needed suite of products.
  • Partnershipphiloshop
  • Partnershipphiloshop
  • Imagine if you could track sit on your readers shoulder, track what they read, where they go, how they interact with your content. What content they like the most – ie gourmet traveller might all love the recipes?CTA can be going to we
  • SMH…. “more content in App”… from offline
  • Direct CTA – combines beauty of TVCs with direct response of digital – allowing custoemrtointerct with the ad. EgrenaultWhat price advertising?For smaller players it’s about targeting the right audience with rich experiences.
  • Let's Talk Business - Mobile Internet 07.06.11

    1. 1. The Mobile Internet<br />Because every customer is mobile<br />FoadFadaghi– Research Director & Principal Analyst for Mobility and Media, Telsyte<br />Dan Swan – Head of Client Services & Operations, Mogeneration<br />Ian Farmer – Digital Strategist, Webling Interactive<br />Moderated by Paul Wallbank<br />
    2. 2. The Mobile Internet<br />Because every customer is mobile<br />FoadFadaghi - Research Director & Principal Analyst for Mobility and Media, Telsyte<br />Dan Swan – Head of Client Services & Operations, Mogeneration<br />Ian Farmer – Digital Strategist, Webling Interactive<br />Moderated by Paul Wallbank<br />
    3. 3. Tablet Digital PublishingMogeneration<br />Dan Swan <br />
    4. 4. Why Publish to Tablet?<br />Tablet trends<br />750,000 iPads sold to date with over 1million by end of 2011<br />PwC Forecast for 5million iPads only by 2015<br />That’s TWO per household<br />Android devices coming thick and fast but currently have low numbers – approximately 15-30,000 units shipped/sold<br />The 10th billion app was downloaded in January 2011, the global app market set to be worth $25 billion by 2015 with Apple’s share 20%<br />Evolution of data consumption; 3 of the top 10 activities on an iPad; news, magazines and books.<br />
    5. 5. What publishers ask for<br />Total control of their brand and their design<br />Grab the opportunity in the new touch technology<br />An easy to learn, easy to use process. Leverage skills and workflows that exist in their business already<br />A cost effective process; with no risky large financial outlays<br />Rich customer engagement when and where they want it<br />ROI on digital content<br />Mogeneration’s Oomph Digital Publishing platform answers this.<br />
    6. 6. Mogeneration’s Oomph<br />Licensed publishing platform that enables traditional publishers, corporates and agencies to create beautiful magazine style applications.<br />Oomph brings words, photos, video, audio, location and touch experiences together using the skills and workflows that exist in your business already<br />Simplicity - Designers not programmers – no integration needed<br />No cost of ownership - we take care of software updates, support, new feature releases <br />Allows you to broaden your brand, create new revenue streams and captivate and engage your audience<br />
    7. 7. You’re in good company<br />
    8. 8. Some of our SME’s<br />
    9. 9. New World of Analytics<br />Brings a new level of accountability to<br /> publishing<br />Dashboard view of length and frequency of <br />Sessions (per day/ week/ month)<br />Compare App performance against existing content, against similar apps in the same category or across the whole app store<br />Track journeys & events – what route did they take, what content did they spend the most time on <br />Did they share info, bookmark it, go to a related website<br />How long they spend engaging/ interacting with advertising/did they respond to the Brand and/or CTA<br />
    10. 10. Marketing your App<br />Jump in – make it a priority for your whole business<br />As with all Digital Media – use the data - measure; analyse; optimise the user content experience<br />Leverage the HUGE digital distribution networks:<br />Apple App store – PAID downloads & subscriptions<br />Google Adwords – Performance driven ads<br />Social media – Facebook, Twitter, etc all extend your brand and reinforce with CTA “Download & BUY App”<br />Don’t forget to leverage offline media– print, radio, TV, etc to showcase your apps and content<br />And finally… It’s all Digital… don’t let the Tablet be as the iPod was to the music industry. <br />
    11. 11. Future Opportunities/ Challenges<br />Advertising – better targeting, more specific feedback for media & sales <br />Learn what type of content, media, CTA’s, etc works in this environment.<br />Potential to overlay it with audit data.<br />Create new revenue streams & advertising business models<br />Track app subscriptions – provide discounted rates, membership discounts.<br />Paywall creates revenue for digital data that historically was free, safe guarding your skilled workforce and content.<br />
    12. 12. Contact<br />Dan Swan <br />Head of Client Service<br />+61 415 124 475<br />dan@mogeneration.com<br />
    13. 13. The Mobile Internet<br />Because every customer is mobile<br />FoadFadaghi – Research Director & Principal Analyst for Mobility and Media, Telsyte<br />Dan Swan – Head of Client Services & Operations, Mogeneration<br />Ian Farmer – Digital Strategist, Webling Interactive <br /> Moderated by Paul Wallbank<br />
    14. 14. Webling Interactive<br />Mobile Marketing for SME’s<br />Strategies for the future of mobile<br />Ian Farmer Strategy Director Webling<br />
    15. 15. 35% of Smartphone users use an app before getting out of bed<br />Source: Ericsson ConsumerLab study http://www.ericsson.com/thecompany/our-insights/consumerlab<br />
    16. 16. Elements of a Mobile Strategy<br />
    17. 17. Mobile Strategy: Branded Entertainment<br />
    18. 18. Mobile Strategy: Mobile Advertising<br />75% Australians comfortable with mobile ads<br />Perceived top benefits<br /><ul><li> Introduced you to something new 56%
    19. 19. Helped you learn more about something 37%</li></ul>Source: “A Global Perspective on Mobile Advertising”<br />Consider mobile within advertising mix<br />
    20. 20. Mobile Strategy: QR codes<br />From print, outdoor to online<br />Extend communications<br />
    21. 21. Mobile Strategy: Payments<br /><ul><li>Ebay
    22. 22. 2.5 million items via mobile (Aust 2010)
    23. 23. One every 15 seconds or $2M / week
    24. 24. 8% of Australian eBay transactions - Mobile
    25. 25. Selling App - simplified experience
    26. 26. Mobile commerce in Aust $155 million
    27. 27. = World in 2009</li></ul>Does your business allow for m-commerce?<br />6/8/2011<br />20<br />
    28. 28. Mobile Strategy: Twitter<br />>40% of tweets published from mobile device<br />Establishing relationships with key influencers<br />Mobile communications channel <br />“Special 2 for 1 offer today only”<br />
    29. 29. Mobile Strategy: Podcast / Vodcasts<br />Live / pre-corded broadcasts<br />Product instruction<br />What Mobile friendly content do you have?<br />Short 2-3 mins <br />http://www.dailygrape.net<br />
    30. 30. Mobile Strategy: Places<br />
    31. 31. Mobile Strategy: Location based marketing<br />Engaging your existing customers and prospects to leverage online announcements to reward loyalty, and augment word of mouth marketing and referrals.<br />
    32. 32. Mobile Strategy: Coupons & Deals<br />Specials & Last min offers<br />Facebook DEALS – coming soon<br /><ul><li>Drive’s measurable foot traffic
    33. 33. Promotes product trial
    34. 34. Socialises deal redemption via facebook</li></li></ul><li>CASE STUDY : McDonald’s FourSquare day Campaign<br />McDonald’s randomly offered $5 and $10 gift cards to users who checked on foursquare day (4/16)<br />Results:<br />Generated 2,865 total check-ins<br />Increased check-ins by 33%<br />
    35. 35. SME Takeaways for mobile<br />
    36. 36. Tip # 1: Mobilise your website<br />Have you logged into your website via your smartphone?<br />What core information on mobile?<br />Include Mobile sitemap<br />Review metrics <br />
    37. 37. Tip # 2 Stake your claim to places pages<br />
    38. 38. Tip # 3: Encourage Testimonials, Rate & Reviews<br />Understand that people will review you, help them <br />Future mobile web will be dominated by maturing recommendation engines<br />
    39. 39. Tip # 4: Encourage and reward check-ins <br />Is foot-traffic important for your business?<br />Recognise the viral effect of the check-in <br />Facebook deals launching soon in Aust<br />Connect with mayors, ambassadors, leaders, duchesses, chiefs, poobahs and sheriffs.<br />
    40. 40. Tip #5 Experiment while you can<br />Don’t FAIL to LEARN<br />DO FAIL to LEARN<br />
    41. 41. Ian Farmerian@webling.com.auTwitter: @ifarmer<br />webling interactive<br />Extraordinary Brand Experiences Online<br />www.webling.com.au<br />
    42. 42. The Mobile Internet<br />Because every customer is mobile<br />Please join us at these upcoming Let’s Talk Business events:<br />Leadership Exchange – Role models for success Tuesday 19 July<br />Tickets can be purchased tonight at the registration desk<br />