Presentation to: 1. Mobile Web for Mobile Marketing - Case for Mobile Web as mobile marketing tool 2. Mobile Word-of-Mouth - How to take advantage of WOMM in a mobile web 3. Social Mobile – The Big Picture - Past, current and future of mobile social media

1. Copyright 2012 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
Mobile Game Changers #14
The Internet & Mobile Show Asia 2014
Singapore, Suntec Convention & Exhibition Centre
23th April 2014
Presentation by: Ville Kulmala
Twitter: @villekulmala

2. Mobile Game Changers
1. Mobile Web for Mobile Marketing
• Case for Mobile Web as mobile marketing tool
2. Mobile Word-of-Mouth
• How to take advantage of WOMM in a mobile web
3. Social Mobile – The Big Picture
• Past, current and future of mobile social media

3. Who am I?
Ville Kulmala (Finland)
Twitter: @villekulmala
• Over 15 years in technology industry. Technology and
Business Consulting for global companies such as Nokia,
Accenture, ING, ABN AMRO, Heineken, LibertyGlobal,
KPN, Areva, Logica and Fortis. as well as striving startups.
• Mobile Spark is a mobile consultancy, based in The
Netherlands and Hong Kong.
• Chairman for a large regional mobile industry platform -
Mobile Monday Thailand.

5. Mobile Web for Mobile Marketing

6. It’s an App World - The Web Just Lives in It
Ref: 2014 - Flurry - Time spend on iOS & Android devices
Look more
closely.
Besides
gaming it is
all web
content
browsing.

7. Positioning - Mobile Web vs. Native
Na#ve
apps
and
mobile
web
have
differen#a#ng
posi#oning
for
a
client
interac#on.
Mobile Web ➔ Discovery
- Linkable
- Searchable
- Shareable
- Trackable
Native Apps ➔ Loyalty
- Mobile interface for web browsing

8. Mobile Marketing Perspective “Funnel”
Mobile
Web
vs.
Na.ve
-­‐
User
acquisi+on
differences
Na#ve
apps
and
mobile
web
con#nue
to
grow
on
separate
paths.
Loyalty
New
Customer
Convert
Exis#ng
Customer
Loyal
Customer
/
Evangelist
Mobile
Web
Discovery
Na+ve
(web
too..)

9. Mobile Word of Mouth

10. What are your 3C’s ?
Complete Consumer Cycle
“Consider your customer’s full
interaction cycle”

11. Case Study - Travel Industry
Case for Hotel Bookings
apps (red).
Case for Photo Sharing
apps (blue).
• Most interactions only
focused on one step
• Relative importance of
other customer
interactions ignored.
• All steps should be
considered for mobile
marketing strategy.

12. Case Study – High Impact Facebook
Spotify
• Fully integrated mobile app to FB
• Facebook Timeline since Jan 12
• Sharing enabled in-app
• Artist pages link to Spotify
• Facebook / Spotify partnership - hardware
“All roads leads to listening music on Spotify”
Truly mobile advertising platform AUDIO +
Spotify owns complete customer profile VISUAL

13. Case Study – High Impact Facebook
Monthly active users for Spotify in 2014.

14. Case Study – High Impact Facebook
Ace for Social Mobile marketing for both
Physical (Audio)
And
Digital (Social Media)

15. Case Study – Web-Only Mobile Content
Financial Times – Web App
• Reading offline – saving a shortcut to your home screen so
you can read it offline, at any time, just like one of our existing
apps.
• Web browser access – no download needed.
• All access – one registration or subscription will offer
customers access to FT content through a range of devices or
on a PC.
• Speed – the new app offers improved performance.
• Automatic updates – instant product improvements with no
need to download new versions of the app.

16. Case Study – High Impact Twitter
Nike + FuelBand
• Very popular product
• iPad/iPhone Native App
(partner)
• Integrated Twitter account
and missions
Yet
• Facebook “separation” and
“monologue”
• Physical device / App not
fully integrated

17. Case Study – High Impact Twitter
Nike closing FuelBand.
Social Investment Sticks.

18. Case Study – Social Mobile - LINE
LINE is biggest social media (mobile) competitor to
Facebook outside of China.

19. Case Study – Social Mobile - LINE
Thailand based startup aCommerce enable flash
sales through LINE.

20. Case Study – LINE-Commerce
LINE-commerce is also starting to become a serious
topic in Thailand.
LINE’s flash sales event in the country saw 20,000
people shopping and browsing at one time.
What is LINE Flash sales?
Exclusive product offering sent and
bought directly through LINE’s social
message once a week.

21. Case Study – Social Mobile - LINE
LINE flash sales quite working solution for M-
Commerce.

22. Social Mobile – The Big Picture

23. Social Macro perspective – 5 yrs ago

24. Social Macro Perspective – 4 yrs ago

25. Social Macro Perspective – 1 year ago
“110 million songs, albums and radio stations have been
played 40 billion times” via Facebook-integrated apps and
“1.47 million books have been shared.”

26. Social Macro Perspective – Future
Facebook buys Oculus ..
Similar hardware acquisitions
Increasing amout of hardware to plug into

27. Social Macro Perspective – The Law
Mark Zuckerberg - 2008

28. Social Macro Perspective – The Law

29. Social
Mobile
Web
• More
sharing
about
everything,
increase
of
sharing
without
ac+on
• Facebook
and
others
will
expand
their
ecosystems
to
the
mobile
• More
means
to
share,
third
party
developers
offer
a
way
to
tap
in
to
new
opportuni#es
on
a
mobile
Take
advantage
of
new
mobile
tools
• Posi+on
yourself
for
the
growth
–
being
first
does
pay
off,
but
it
can
be
painful
Social Macro Perspective - The Future

30. Conclusion
1. Mobile Web Content for Marketing
Discovery - Mobile Web App is Discoverable
2. Social Mobile Word-of-Mouth Marketing
3C’s - Cover your Complete Customer Cycle
3. Integrating your Social Mobile Marketing efforts
Think Future - Position your mobile efforts
for growth

31. Thank you!
Ville Kulmala
Twitter: @villekulmala