Session 1:
Messaging & Marketing
All about #1
4 billion mobile users, but only one me
Cinema
Usage
         Radio


           TV


          Print


        PC/laptop

          Mobile


           #1
How to contact #1
                           Media contact per annum
          7,000


          6,000


          5,000

...
Eyjafjallajökull
Global disruption
The mobile eruption
The global picture
Everyone is going mobile
Game changer
Mobile landscape make-up
                                            Device growth (mil.)*

                              ...
Reach
                              Mobile Internet


  iPhone




                  Messaging

           Apps
Actual noise
                             Apps


   SMS




                    iPhone

          Mobile
         Internet
Consumers on mobile marketing
35%

30%

25%

20%

15%

10%

5%

0%
      Use your mobile phone to Use your mobile to f ind...
Consumers on brand communication
              If a company communicated with you using mobile after a purchase
          ...
Consumers on mobile transactions
            Do you make transactions over £10 using your mobile phone...
                ...
Biggest challenge?
          Q.3 If an advert was served to you on your
        mobile phone that was 100% relevant to you...
Why mobile marketing?
         It is possible to use your mobile phone to purchase
       goods and services. How much are...
Value chain




              … multiple permutations
Interruption?
Spend




                                              Campaign 1


                                       ...
Development
                                                                    Consumers
Spend




                      ...
Stage 1: C.R.M.
Stage 2: CRM 2.0
Stage 3: BRM




Consumer is in control
Social media removes campaign-led
dynamic from advertising
Consumers controlling w...
What’s in it for me?
             Which of the following would you like to receive to
                   lower the cost of...
The truth about messaging
Getting the message
                         Asian messaging penetration                      3.16 billion
3,500,000,000

...
Messaging stats

• 95% of all SMSes read
• 90% read within 15 minutes

             SMS campaign: audience 10 million
    ...
PBM heading to India 2H10
<25%
BMW EfficientDynamics also in mobile
The ultimate mobile marketing campaign

The BMW Winter Tyres MMS campaign generated €...
Part 1: Communicating with #1

                                 MESSAGING


TIME TO CONSUMER




                   PENETR...
Nick Lane
Chief analyst
mobileSQUARED
nick@mobilesquared.co.uk
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Roadshow asia nick lane messaging & marketing

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Roadshow asia nick lane messaging & marketing

  1. 1. Session 1: Messaging & Marketing
  2. 2. All about #1 4 billion mobile users, but only one me
  3. 3. Cinema Usage Radio TV Print PC/laptop Mobile #1
  4. 4. How to contact #1 Media contact per annum 7,000 6,000 5,000 4,000 Hours 3,000 2,000 1,000 0 Cinema Radio Print TV PC/laptop Mobile
  5. 5. Eyjafjallajökull
  6. 6. Global disruption
  7. 7. The mobile eruption
  8. 8. The global picture
  9. 9. Everyone is going mobile
  10. 10. Game changer
  11. 11. Mobile landscape make-up Device growth (mil.)* 2010 2015 Legacy 242.39 237.73 Featurephone 1,132.32 1,596 Smartphone 180.63 800.5 iPhone 10.2 45.4 Legacy * Australia, China, India, Indonesia, Japan, Philippines & Singapore Basic WAP functionality Featurephone Rich-media device, WAP with open Internet enablement Smartphone Advanced capabilities with PC-like functionality (5-10 times higher usage) iPhone Yardstick (20-50 times higher usage)
  12. 12. Reach Mobile Internet iPhone Messaging Apps
  13. 13. Actual noise Apps SMS iPhone Mobile Internet
  14. 14. Consumers on mobile marketing 35% 30% 25% 20% 15% 10% 5% 0% Use your mobile phone to Use your mobile to f ind out Wait until back on PC Ignore altogether access the consumer about the consumer benef it benef it but wait until getting back on your PC bef ore acting Consumers on apps • 35% of men and 14.5% of women know what the App Store (Apple) is • Knowledge of app stores diminishes with age • Knowledge of app stores is higher in the south of the UK compared to the rest of the country • 48% of men would be interested in using an app store for content • 44% of women would be interested in using an app store for content
  15. 15. Consumers on brand communication If a company communicated with you using mobile after a purchase would you… 40% 35% 30% 25% 20% 15% 10% 5% 0% Appreciate the f ollow-up Appreciate the f ollow-up Welcome the Would f ind the Would f ind the communication and be communication and communication but it communication intrusive communication intrusive encouraged to spend continue spending a wouldn’t sway you to but would not and move your custom more similar amount at that keep spending with this discourage you f rom to another company company company spending at that company Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
  16. 16. Consumers on mobile transactions Do you make transactions over £10 using your mobile phone... by demography? 100% 90% 80% 70% 60% 50% Yes No 40% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55+ Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
  17. 17. Biggest challenge? Q.3 If an advert was served to you on your mobile phone that was 100% relevant to you at that moment in time, based on your location and requirements, would you…? 12000 10891 10000 Overcoming consumer apathy 8000 6000 4891 3963 4000 2000 1502 0 Click on the ad to Consider clicking Consider clicking Ignore the ad f ind out more on the ad but do on the ad but do altogether nothing nothing because you are worried about the cost Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
  18. 18. Why mobile marketing? It is possible to use your mobile phone to purchase goods and services. How much are you willing to spend Of those users that will use their on goods and services using your mobile phone? mobile to make a purchase : 8,000,000 60% (5.4 million subscribers) will spend 500 Rupees (US$11.3) 7,000,000 17% (1.5 million) will spend 501-1,000 6,000,000 Rupees 5,000,000 In 2015 that 60% & 17.5% will equate to 69 million and 19.7 million 4,000,000 3,000,000 2,000,000 1,000,000 - 0-500 Rupees 1,001-2,500 10,000+ 2,500-10,000 501-1,000 I would not Rupees Rupees Rupees Rupees purchase items using my mobile phone Source: mobileSQUARED, consumer research, Apr 2010,
  19. 19. Value chain … multiple permutations
  20. 20. Interruption? Spend Campaign 1 Campaign 2 Campaign 1 Campaign 3 Campaign 1 Campaign 2 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Campaign 3 Campaign 4 Year 1 Year 2 Year 3 Time Fractured approach
  21. 21. Development Consumers Spend Interaction Campaign 4 Campaign 3 Brand Campaign 2 Campaign 1 Time
  22. 22. Stage 1: C.R.M.
  23. 23. Stage 2: CRM 2.0
  24. 24. Stage 3: BRM Consumer is in control Social media removes campaign-led dynamic from advertising Consumers controlling who can contact them: BRAND RELATIONSHIP MANAGEMENT
  25. 25. What’s in it for me? Which of the following would you like to receive to lower the cost of using your mobile? 70% 60% 50% 5 SMS adverts per day in exchange f or 250 f ree messages and 100 mins of voice calls per month Free games with adverts bef ore playing 40% a game Free music with ads bef ore listening to 30% music Free video (such as sport clips) with ads bef ore and during the viewing 20% 10% 0% Source: mobileSQUARED, consumer research, Apr 2010,
  26. 26. The truth about messaging
  27. 27. Getting the message Asian messaging penetration 3.16 billion 3,500,000,000 3,000,000,000 2.39 billion 2,500,000,000 2,000,000,000 1,500,000,000 1,000,000,000 500,000,000 - 2009 2010 2011 2012 2013 2014 Source: mobileSQUARED, Morgan Stanley
  28. 28. Messaging stats • 95% of all SMSes read • 90% read within 15 minutes SMS campaign: audience 10 million • 9 million read within 15 mins 1 operator in India distributes 100 million “marketing” messages per day
  29. 29. PBM heading to India 2H10
  30. 30. <25%
  31. 31. BMW EfficientDynamics also in mobile The ultimate mobile marketing campaign The BMW Winter Tyres MMS campaign generated €33.2 million in new business to BMW f rom a mobile campaign based on 117,000 MMSes. Directly (and accurately) attributable to MMS Classic example of engagement marketing Cost of campaign €44,000 €0.20/MMS x 117,000 = €23,400 30% click thru + transaction (35,100 customers spent on average €946).
  32. 32. Part 1: Communicating with #1 MESSAGING TIME TO CONSUMER PENETRATION
  33. 33. Nick Lane Chief analyst mobileSQUARED nick@mobilesquared.co.uk

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