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Hot house istrategy_presentation_february_2012_original-1
1.
2. “Maybe you’ve been too busy fiddling with your
smart phone to notice, but the mass media and
mass marketing structures that have more or less
defined your connection with the world for more
than half a century are in flames."
- Bob Garfield
6. INTERNET BROWSING VIA MOBILE
Source: Nielsen Online Traffic (Mobile Market Intelligence – December 2011)
7. MOBILE USAGE HABITS
Note: Inactives, Talkers and Communicators are distinct group while there is some crossover between Connectors, Entertainers and Super Connectors.
Source: Forrester
13. ANZ Banking Group
customers have had
Dominos launched its Coles launched an access to an iPhone
highly successful iPhone iPhone app more than payments app for almost
app in November 2009. two years ago. Shoppers 18 months. An Android
Its Android version was were not offered an option is not expected
not released until Android version until until mid 2012.
September 2011. December 2011.
15. AUSTRALIANS ARE SEARCHING MORE FROM
MOBILE DEVICES
Mobile web adoption 8x faster than the desktop web Android Nexus One
Moto Droid & Eris
12% of all Google queries in Dec 2010 came from mobile
devices
Android myTouch
3,000% + growth in 3 years
Blackberry Storm
iPhone 3GS
Palm Pre
Android G1
iPhone 3G
iPhone
2008 2009 2010
Source: Google Internal Data, based on a basket of 20,000 keywords
16. ‘
Desktop Search Queries Mobile Search Queries
Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010 16
19. TRANSITIONING AN AWARD-WINNING MAGAZINE
TO WEB AND MOBILE
The challenge: Translate a physical
magazine to the online space. This
utterly disrupts the existing
publishing model.
20. TRANSITIONING AN AWARD-WINNING MAGAZINE
TO WEB AND MOBILE
Mobile
Platform
Rich Video
Content Platform
Dynamic
Branded
Environment
Robust Community
Platform Engine
CMS
Integration
27. 1 Understand the
mobile behaviour of
2 Develop mobile
marketing goals
3 Determine the best
approach objectives
4 Choose the
technologies
your target audience
Consumers
increasingly turn to
Spread your messages
mobile as the most SMS is the most widely
as far as possible by
convenient Brand Awareness used mobile
considering devices &
information source technology after voice
operating systems
because it’s always
within reach
Target the right
Mobile search and
Fragmentation affects consumer at the best
display targets the
your ability to reach Acquisition location and/or time of
right user at the right
consumers interaction with the
time
right call to action
Determine offers that Mobile-optimized
Branded iPhone apps
are most effective at email & SMS opt-in
only reach a segment Retention
capturing repeat programs allow the
of your audience
business greatest distribution
Consumers’
interaction with A mobile app will Branded mobile
brands in mobile space Loyalty appeal to your true application can deliver
differs from other advocates high degree of utility
channels
30. SIMON VAN WYK
Founding Partner
simnvw@hothouse.com.au
0417 482 548
ANTHONY SLATER
Account Director
anthony.slater@hothouse.com.au
0402 854 342
Editor's Notes
Inactives, TA
The decision to build smartphone apps primarily for iPhones has been based largely on Apple’s dominance of the Australian market. That has started to change dramatically in the past year and called this strategy into question.Technology analyst firm Telsyte predicts there will be four million Android phone users in Australia by the end of 2012. Apple is expected to retain its position at the head of the market, with more than five million iPhones in use, but the gap is closing.The Android community is forecast to be bigger within three years, thanks largely to the broader choice of phones at different prices that make them affordable to consumers who can’t afford an iPhone.
It’s not simply a matter of converting the magazine content for viewing online but transitioning that content to take advantage of context, connectivity and convenience. At its very least it explodes the publishing paradigm. Editorial budgets and calendars for finite content off line do not make much sense in a 24x7x365 world.CPA was grappling with this challenge when they sought out help from HotHouse. They needed to take their award-winning, custom print magazine, In the Black, online. In doing so, they wanted to optimise their content for both desktop and mobile consumption. They needed a robust content management system to support it, the ability to manage video content and images and the infrastructure to build community.