Mobile Game Changers #14 (updated) - Innovation Hydration - 33 Talent event - Singapore - 5th may 2014

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Mobile Game Changers #14
Case Studies into Mobile Word-of-Mouth Marketing

Event: 33 Talent - Innovation Hydration event - 5th June 2014 Bartini Kitchen, Singapura

Presentation by: Ville Kulmala
Twitter: @villekulmala

Contents

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

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It’s an App World - The Web Just Lives in It
Look more closely.
Besides gaming it is all web content browsing.

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Positioning - Mobile Web vs. Native
Native apps and mobile web have differentiating positioning for a client interaction.

Mobile Web
- Linkable
- Searchable - Shareable - Trackable

Native Apps
- Mobile interface for web browsing

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Mobile Marketing Perspective “Funnel”
Mobile Web vs. Native - User acqusition differences Native apps and mobile web continue to grow on separate paths.


Discovery
Mobile Web

Loyalty
Native (web too..)

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Mobile Word of Mouth

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

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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.

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Case Study – High Impact Facebook
Spotify
Truly mobile advertising platform Spotify owns complete customer profile
AUDIO + VISUAL

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Case Study – High Impact Facebook
On May 21 - the music streaming service announced that it hit 10 million subscribers and 40 million active users.
Case Study – High Impact Facebook
API for Social Mobile marketing for both 1) Seamless Physical (Audio)
and
2) Digital (Social Media)

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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.

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Case Study – High Impact Twitter
Nike + FuelBand

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Case Study – High Impact Twitter
Fitbit, Jawbone, Samsung, Apple, Tizen, etc..

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Case Study – Social Mobile - LINE
LINE is biggest social media (mobile) competitor to Facebook outside of China.
Users: 440M Global - 28M+ Thailand (Active)

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

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Mobile Game Changers #14 (updated) - Innovation Hydration - 33 Talent event - Singapore - 5th may 2014

  1. 1. Copyright 2014 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information Mobile Game Changers #14 33 Talent - Innovation Hydration event - 5th June 2014 Bartini Kitchen, Singapura Ville Kulmala Twitter: @villekulmala
  2. 2. Copyright 2014 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information 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. 3. Copyright 2014 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information Who am I? Ville Kulmala (Finland) •  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.
  4. 4. Copyright 2014 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
  5. 5. Mobile Web for Mobile Marketing
  6. 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. 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. 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. 9. Mobile Word of Mouth
  10. 10. What are your 3C’s ? Complete Consumer Cycle “Consider your customer’s full interaction cycle”
  11. 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. 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. 13. Case Study – High Impact Facebook On May 21 - the music streaming service announced that it hit 10 million subscribers and 40 million active users.
  14. 14. Case Study – High Impact Facebook API for Social Mobile marketing for both 1) Seamless Physical (Audio) and 2) Digital (Social Media)
  15. 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. 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. 17. Case Study – High Impact Twitter Nike closing FuelBand. Social Investment Sticks. Competition is tough. Fitbit, Jawbone, Samsung, Apple, Tizen, etc..
  18. 18. Case Study – Social Mobile - LINE LINE is biggest social media (mobile) competitor to Facebook outside of China. Users: 440M Global - 28M+ Thailand (Active)
  19. 19. Case Study – Social Mobile - LINE Thailand based startup aCommerce enable flash sales through LINE.
  20. 20. Case Study – LINE-Commerce LINE-commerce is becoming very 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. 21. Case Study – Social Mobile - LINE LINE flash sales quite working solution for M-Commerce.
  22. 22. Case Study – Social Mobile - Tencent First WeChat Experience Store Opened by Chinese Discount Store Shopin
  23. 23. Case Study – Social Mobile - Tencent WeChat sold 388 Smart (Mercedes) cars in 3 minutes on a mobile. Transactional Marketing
  24. 24. Case Study – Social Mobile - Tencent WeChat user base 500 million users. Opening up to SME’s as a platform to sell anything, powered by e-commerce giant Tencent. Mobile Social platforms trending into a retail.
  25. 25. Social Mobile – The Big Picture
  26. 26. Social Macro perspective – 5 yrs ago
  27. 27. Social Macro Perspective – 4 yrs ago
  28. 28. 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.”
  29. 29. Social Macro Perspective – Future Facebook buys Oculus, MWC iBeacons, Apple health platform, integrated iOS 8, Similar hardware acquisitions Increasing amount of hardware to plug in to.
  30. 30. Social Macro Perspective – The Law Mark Zuckerberg - 2008
  31. 31. Social Macro Perspective – The Law
  32. 32. 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
  33. 33. 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
  34. 34. Thank you! Ville Kulmala Twitter: @villekulmala

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