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Wap Vs App - What is a marketer to do?


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Presentation given at the June 18, 2009 mobile 2.0 conference in Toronto Canada. Conference was put together by Marketing Magazine

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Wap Vs App - What is a marketer to do?

  1. 1. Wap vs. App June 18, 2009 @ Marketing Magazine Mobile 2.0 Conference Phil Barrett VP Digital & Mobile BSTREET Communications Toronto & London, UK
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  8. 8. Wap vs. App What is a marketer to do? VS
  9. 9. Agenda <ul><li>Introduction </li></ul><ul><li>Canadian Mobile stats </li></ul><ul><li>Apps </li></ul><ul><li>Waps </li></ul><ul><li>Our recommendation </li></ul><ul><li>What’s next </li></ul><ul><li>Questions </li></ul>
  10. 10. SmartIdeas BSTREET is a marketing communications agency dedicated to creating for your brand.
  11. 13. Access to Mobile Phones 1997 - 2008 Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA
  12. 14. Usage by Province and Age Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA
  13. 15. <ul><li>20 Billion text messages sent in 2008 </li></ul>SMS is now mainstream Source : CWTA Over 1 billion SMS messages sent in 2008 on shortcodes 40 billion in 2009 forecasted
  14. 18. <ul><li>Global sales of traditional mobile phones down 9.4% </li></ul><ul><li>Smartphone sales have increased 12.7% </li></ul><ul><li>Nokia still global leader with 42.1% market share, followed by RIM at 19.9%, and Apple at 10.8% </li></ul><ul><li>About 25% of all mobile phones in Canada are categorized as “smart phones” </li></ul><ul><li>About 4 million Canadians are accessing the mobile web through their mobile device </li></ul>Smartphone stats
  15. 24. Apps
  16. 26. Apps are not new!
  17. 27. Apps stores… More than Apple. Image source:
  18. 36. <ul><li>App should compliment your marketing mix </li></ul><ul><li>Soft brand sell – focus on value add first </li></ul><ul><li>Content or experience driven </li></ul><ul><li>Promise the end-user a specific piece of functionality and deliver on it in a simple yet comprehensive manner (tip calculator, transit schedule, weather, traffic reports) </li></ul><ul><li>Leverages features from the device (i.e. shaking in the iphone) </li></ul>5 tips to make your App a success
  19. 37. Example - Kraft
  20. 38. Example - Coke
  21. 39. Example – Weather Network
  22. 40. Example: Taptu
  23. 41. Example: Hockey News
  24. 42. <ul><li>Allows you to build a richer experience without impacting data speeds / charges </li></ul><ul><li>Allows you to take advantage of native phone features (GPS, camera & voice) </li></ul><ul><li>Features can work offline </li></ul><ul><li>Integration with other services (i.e. facebook connect) </li></ul><ul><li>Can become a great extension of your brand attributes </li></ul>5 Advantages to an App
  25. 44. Wap (Actually, lets call it the mobile web)
  26. 45. We’ve been predicting this for a while…
  27. 46. Mobile Web… becomes relevant
  28. 47. <ul><li>Mobile websites has grown 7-fold in the last 12 months! </li></ul><ul><li>Only 0.8% of all domains are mobile-friendly </li></ul><ul><li>The user experience has to be optimized for the mobile web </li></ul><ul><li>Mobile websites need specific purpose and relevance to users </li></ul><ul><li>You can build mobile websites to work on all devices </li></ul><ul><li>You don’t need a specific mobile domain name to have a mobile website </li></ul>6 things you should know about the mobile web
  29. 48. .mobi thinking is not .com thinking
  30. 49. Mobile domain / URL strategies Source:
  31. 50. <ul><li>Incorporate auto-detection script that will serve correct version - 1 4% of mobile sites do this today </li></ul><ul><li>Own all related domains for your brand – including .mobi </li></ul><ul><li>Be sure to follow W3C standards for development + assessment tool to ensure cross-device compatibility </li></ul><ul><li>Brands should pick one domain to market </li></ul>Mobile domain recommendations
  32. 51. <ul><li>Define specific purpose for the experience </li></ul><ul><li>Make the most important information instantly findable </li></ul><ul><li>Ensure there is relevance to the users </li></ul><ul><li>Don’t try to recreate the desktop experience in mobile </li></ul><ul><li>Build navigation that is intuitive… on every page </li></ul>10 tips for designing for the mobile web
  33. 52. <ul><li>Think about leveraging LBS and other social tools in overall experience </li></ul><ul><li>Avoid frames, flash, heavy graphics and horizontal nav </li></ul><ul><li>Leverage free online tools to test mobile “readiness” </li></ul><ul><li>Design for highest common denominator – per device and ensure you include an auto-detect script </li></ul><ul><li>Leverage creative and branding from other channels – but make sure you adopt & optimize it for mobile! </li></ul>10 tips for designing for the mobile web
  34. 53. Examples of mobile web
  35. 54. Examples: &
  36. 55. <ul><li>Can work on 100% of devices </li></ul><ul><li>Experience can be optimized to the highest common denominator </li></ul><ul><li>You can publish when you want – no approval process by App store required </li></ul><ul><li>iphone, new blackberry, Palm, and Android all share same Safari open source application framework Webkit </li></ul><ul><li>Easier to drive to mobile web vs. drive to mobile App from mobile advertising networks </li></ul><ul><li>Content from mobile web is searchable / search friendly </li></ul>6 Advantages of mobile web
  37. 56. Summary: Advantages to both <ul><li>Mobile Web </li></ul><ul><li>100% of devices </li></ul><ul><li>Optimized to the highest common denominator </li></ul><ul><li>You can publish when you want </li></ul><ul><li>Webkit </li></ul><ul><li>Content from mobile web is searchable </li></ul><ul><li>Easier to market (through mobile banner ads) </li></ul><ul><li>Mobile Apps </li></ul><ul><li>Richer experience </li></ul><ul><li>Native phone features (GPS, camera & voice) </li></ul><ul><li>Offline </li></ul><ul><li>Integration with other services </li></ul>
  38. 57. So… Wap or App? VS
  39. 58. (but probably start with a mobile website) DO BOTH! (Unless an App really fits with your audience)
  40. 59. <ul><li>Trends that will impact consumer adoption of mobile marketing: </li></ul><ul><li>New entrants coming </li></ul><ul><li>Prices are dropping </li></ul><ul><li>93% penetration by 2012 </li></ul><ul><li>All mobile phones will be smart phones by 2013 </li></ul>What’s Next?
  41. 60. Let’s continue the conversation… My Mobile & Interactive Marketing Blog (copy of presentation has been posted) Phil Barrett (.mobi) VP Digital & Mobile BSTREET Communications Toronto & London, UK ‏