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Title: Mobile Game Changers #13
Conference: The Internet Show & The Mobile Show Asia 2013
Singapore - 24th April 2013
Ville Kulmala - Director - Mobile Spark
Twitter: @villekulmala
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1. Mobile Web for Mobile Marketing
Case for Mobile Web as mobile marketing tool
2. Social Mobile – The Big Picture
Past, current and future of mobile social media
3. Mobile Word-of-Mouth
How to take advantage of WOMM in a mobile web
Generative Artificial Intelligence: How generative AI works.pdf
Mobile Game Changers Seminar on Mobile Web and Social Mobile Marketing
1. Copyright 2012 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
Mobile Game Changers #13
The Internet & Mobile Show Asia - Seminar
Singapore - 24th April 2013
Ville Kulmala - Director - Mobile Spark
Twitter: @villekulmala
2. Copyright 2012 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
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3. Mobile Game Changers
1. Mobile Web for Mobile Marketing
• Case for Mobile Web as mobile marketing tool
2. Social Mobile – The Big Picture
• Past, current and future of mobile social media
3. Mobile Word-of-Mouth
• How to take advantage of WOMM in a mobile web
4. Who are we?
Ville Kulmala (Finland) – Managing Director – Mobile Spark
Twitter: @villekulmala
• Over 15 years in technology industry. Technology and Business
Consulting for global companies such as Nokia, Accenture, Logica,
ING, ABN AMRO, Heineken, LibertyGlobal, KPN, Areva, Logica and
Fortis.
• Mobile Spark is a mobile marketing agency, with offices in The
Netherlands, Finland and Hong Kong - serving brands like Sofitel
and Sentosa. Excellence in management of mobile and web
projects.
• Chairman for a large regional mobile industry platform –
Mobile Monday Thailand – momobkk.com
6. “It’s an App World - The Web Just Lives in It”
Ref: March 2013 - Flurry - Time spend on iOS & Android devices
BROWSER (20%)
APP (80%)
7. Native issue – Device Fragmentation
Android device fragmentation - popularity of device models
running Android OS
8. 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 mobile web content
12. Social Macro Perspective – 1 month ago
Facebook: More than 400 billion Open Graph
actions have now been shared.
“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.”
14. Social
Mobile
Web
• More
sharing
about
everything,
increase
of
sharing
without
ac5on
• Facebook,
Twi@er,
Google,
Apple
and
others
will
further
expand
their
ecosystems
to
the
mobile,
machines
(m2m),
and
more
• 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
• Posi5on
yourself
for
the
growth
being
first
does
pay
off,
but
it
can
be
painful
Social Macro Perspective - The Future
16. • 6 second video clip with sound
• Continuous loop
• Perfect for today's short attention span
• Developed by Twitter for Twitter
Use case ideas
• Give followers a sneak peek of a new
• Engage followers - contents - instructions
• Promotions - offers
• Instagram on steroids
Realities
• Creating quality content takes a lot of time
Case Study – Mobile Video WOM
17. Use Case Ideas
Urban Outfitters
https://vine.co/v/b5HEYV0IQPJ
Travel
h@ps://vine.co/v/bwmVwXJ2aXM
Bacardi
UK
h@ps://vine.co/v/b1ePKlvEYv7
Peanut
Bu@er
Co
h@ps://vine.co/v/bIjdL3vTOtm
User
created:
h@ps://vine.co/v/blrW6wMzEpa
Good
source:
h@p://brandsonvine.com/
Case Study – Vine – Resources
18. Case Study – Profiling Users for WOM
Stage
#1
-‐
Get
people
(profiles)
connected
-‐
Feed
everything
and
anything
Stage
#2
-‐
Work
the
data
-‐
profile
customers
-‐
understand
-‐
Connect
Facebook
with
music
taste
-‐
Open
pla^orm
for
innova#ons
(third
party
apps)
Stage
#3
-‐
Offer
something
of
a
value
for
each
profile
-‐
Connect
profiles
with
mone#za#on
(ads
market)
-‐
Let
people
share
WOM
it
without
feeling
nega#ve
"All roads leads to listening music on Spotify”
19. Case Study – Web-Only Mobile Content
• Immediate access through web
browser (no download of app)
• Reading offline - just like native app
• One registration - All access –
subscription will offer customers access
to FT content through a range of devices
• Speed – the new app offers improved performance.
• Automatic updates – instant product improvements with
no need to download new versions of the app.
20. Nike + FuelBand
• Very popular product
• iPad/iPhone Native App
• Integrated Twitter account
and missions
• Many new third party apps
• From augmented reality
(AR) sports to online gaming
• The new social mobile ecosystem of sport
Case Study – Social Sports for Mobile
21. Conclusion
1. Mobile Web for Marketing
Discovery - Mobile Web is Discoverable
2. Social Mobile Web is an investment
Think Future - Position your mobile efforts
for growth
3. Take advantage of the next "New”
Tap into third party innovations (startups etc.)
Often free yet very efficient
22. Thank you!
Ville Kulmala – Director
Twitter: @villekulmala
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