To Download the presentation, use Pay With A Tweet link at the last page of the presentation. 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 --- 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

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

5. Mobile Web for Mobile Marketing

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

9. Social Mobile – The Big Picture

10. Social Macro perspective – 4 yrs ago

11. Social Macro Perspective – 3 yrs ago

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.”

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

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

15. Mobile Word of Mouth

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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