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Spool
- 1. Spool Marketing plan – New User Acquisition
Editor's Notes
- Make sure I’ve understood things properly, going back and forth here
- Remnant: ubiquity of mobile phones creates situations (waiting, commuting, etc) where you can’t access Web content despite having a phone in hand. Intermittent: because of budget or device limitations, you prefer Wi-Fi over 3G.
- Use case for public transit is compelling, data access on transit is physically limited (works in our favor), and we know what the top transit-share cities are – target them! For cafes and hospitals near transit, we can target both transit users and those waiting Travel (longhaul) doesn’t involve frequent enough use or groups of users who could form critical mass and share the app
- Intermittent connectivity case, to my mind, is strongest outside the US, since it encompasses all mobile devices.
- Display ad: banner next to bench you sit on, while waiting for train in DC. Or, poster inside NY subway train car. Or, poster on bus in SF Print: things like Examiner and Express that are given for free in DC, each morning Café: think Chinatown Coffee Co in DC. Piecemeal strategy to be sure. If affordable, go for Starbucks “app of the week” with iOS…you’l lge Starbucks: you’ll hit iOS users as well! Paid hotspot: think, before flight or before train ride with TABLET or phone/iPod touch
- Coffee chains. Internet cafes would be ideal, but they’re fragmented business Opera – we want to steal their future business, as smartphone share increases in emerging markets. Our use case is even more compelling there. optimizes web for simple phones, Spool makes rich content available on smartphones