2. Mobile as 7th Mass Medium
1. Print - late 1400s
2. Recording - late 1800s
3. Cinema - from about 1900
4. Radio - from about 1910
5. Television - from about 1950
6. Internet - from about 1995
7. Mobile - from about 2000
3. “Mobile is as different from the
Internet, as television is from
radio”.
Tomi Ahonen, author of
Digital Korea
4.
5. How to make it work?
• Relevancy
• Respect citizen privacy
• Asking permission
• Knowing preference
• Transparent offering
• Easy of communication
6. Demographic data x Digital footprint
• man • travels a lot
• 31 • drives Škoda
• Prague • watch Lost
• university degree • plays poker
• entrepreneur • uses Palm Treo
• reads Wired
7. 1. Start collecting customer’s telephone
numbers.
2. Gather more information about your
customers.
3. Use the numbers to communicate
with them.
8. Mobile Website
Logo & Header
Image
Text
Menu (links)
Click to call
Instant feedback
more features …
9. … more Features
“Gen–C” is used to – Discover, Create, Participate and Share
• Mobile Coupons
• Forwarding ability => “Sufficiently
contagious“
• Quiz games for prices
• Mobile surveys
• Video download
10. Mobile Web
• use m.yourbrand.com
• use yourbrand.mobi
• needs a purpose
• simple navigation
• … other technical restrictions
Some examples: table booking, opening hours, click to
call, location with map and driving directions, special
discounts.
11. Distribution
• Mobile search & catalogs
• Mobile advertisement on portals
– 3% - 6% click CTR
• QR codes
• SMS to mobile website
“Send COKE to 9070903 to get more info about this product and have
a chance to win in our quiz contest”
• MMS to mobile website
12. • Bluetooth
– Untargeted spam
– Not recommended
• Branded Games
– iPhone phenomenon
– App need a purpose: flight booking, cash
machine compass
13. Take home message
• Mobile is the 7th mass medium
• Privacy - Permission – Preference
• Collect telephone numbers
14. Thank you!
For more information, please, contact:
Tomas Zeman
Tomas.Zeman@wirenode.com
Tel: +420 723 552 787
Company Address:
Wirenode s.r.o.
Seifertova 9
130 00 Prague 3
Czech Republic
