Understand More Mobile elations process of adding mobile from a consumer perspective and why it is important. We share some of our 10+ years experience working in the mobile channel. Slides are from a workshop at Cannes Lions 2012.

1. More Mobile Relations presents
Adding mobile to X… And Y!
Cannes Lions 2012-06-18
Maja Bergstrand Johan Jonsson
Conceptualizer Art Director
maja.bergstrand@moremr.com johan.jonsson@moremr.com
+46706340085 +46732439720
@majabergstrand @glvstn
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2. MORE Mobile Relations
MORE Mobile relations is a full service mobile marketing agency. We help brands
by creating engaging and strategic mobile experiences.
We're based in Scandinavia but work globally.
tisdag 19 juni 12

3. The goal for today
What Adding mobile to X… And Y!
Two scenarios – how to add mobile. Find
How
problems and find mobile solutions
Understand our process of adding mobile
Why
from a consumer perspective
Knowledge, our process, a checklist, all
Output
slides
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4. Guidelines
We will answer any questions after the workshop
Be engaged, contribute and listen to each other
60 minutes so we need to focus
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5. The first exercise
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6. Know your target
group and be relevant
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7. Your morning routine
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8. Possible problems during your morning routine
3 minutes
You are the target group
General problems – not mobile
Don’t think of solutions yet
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9. Possible problems during your morning routine
You have 3 minutes left
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10. Possible problems during your morning routine
You have 2 minutes left
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11. Possible problems during your morning routine
You have 1 minute left
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12. http://www.flickr.com/photos/perfectoinsecto/1449294213/
Possible problems
For you as a target group
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13. Solutions to the chosen problem
3 minutes
What is the solution?
How does it solve the problem for the
target group (you)?
Why mobile?
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14. Solutions to the chosen problem
You have 3 minutes left
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15. Solutions to the chosen problem
You have 2 minutes left
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16. Solutions to the chosen problem
You have 1 minute left
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17. http://www.flickr.com/photos/perfectoinsecto/1449294213/
Solutions
What is the solution?
How does it solve the problem for you?
Why is it a mobile solution?
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18. And Y is it a mobile solution!
Relevant to the target group? Solve the problem?
Personal and customizable?
Is it social?
Take advantage of technical features unique for the
mobile?
Immediate in time and action?
Meant for consuming or producing?
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19. Fly off to Cannes Lions!
Before During After
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20. Fly off to Cannes Lions!
3 minutes
You are the target group
General problems in this customer journey
Not mobile
Don’t think of solutions yet
On the way to At the airport Arriving and
the airport and flying leaving the airport
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21. Possible problems flying to Cannes
You have 3 minutes left
On the way to At the airport Arriving and
the airport and flying leaving the airport
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22. Possible problems flying to Cannes
You have 2 minutes left
On the way to At the airport Arriving and
the airport and flying leaving the airport
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23. Possible problems flying to Cannes
You have 1 minute left
On the way to At the airport Arriving and
the airport and flying leaving the airport
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24. http://www.flickr.com/photos/eirikso/487963584/
Possible problems
For you as a target group
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25. Solutions to the chosen problem
3 minutes
What is the solution?
How does it solve the problem for the
target group (you)?
Why mobile?
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26. Solutions to the chosen problem
You have 3 minutes left
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27. Solutions to the chosen problem
You have 2 minutes left
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28. Solutions to the chosen problem
You have 1 minute left
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29. http://www.flickr.com/photos/eirikso/487963584/
Solutions
What is the solution?
How does it solve the problem for you?
Why is it a mobile solution?
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30. And Y is it a mobile solution!
Relevant to the target group? Solve the problem?
Personal and customizable?
Is it social?
Take advantage of technical features unique for the
mobile?
Immediate in time and action?
Meant for consuming or producing?
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31. Adding mobile from a
consumer perspective
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32. ”We want an app”
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33. Adding mobile from a consumer perspective
The context
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34. Adding mobile from a consumer perspective
The context
Who is the target group?
Mobile perspective – and it changes from time to time
Before – During – After helps widen the context and
identify the problem
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35. Adding mobile from a consumer perspective
The context The problem
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36. Adding mobile from a consumer perspective
The problem for the target group
Consumer perspective lost
Where in the context? Before – During – After
Too solution oriented too early
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37. Adding mobile from a consumer perspective
Solutions
The context The problem
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38. Adding mobile from a consumer perspective
Possible solutions
No end user perspective in ”We want an app”
Solution doesn’t solve the problem
It’s not about technology – it’s just an enabler
”Feature bonanza” – common in agency briefs
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39. Adding mobile from a consumer perspective
Solutions
Focus!
The context The problem
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40. Adding mobile from a consumer perspective
Focus!
What was the problem again?
Is it relevant to the target group?
Success is not in the number of features
Kill your darlings is hard
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41. Adding mobile from a consumer perspective
Solutions
Focus!
The context The problem
And Y mobile
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42. Adding mobile from a consumer perspective
And Y mobile
General lack of knowledge and experience
Fallback on technology
Fast moving – technical possibilites
Fast moving – consumer behaviour, consumer needs
and expectations
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43. Adding mobile from a consumer perspective
Solutions
Focus!
The context The problem
How to market
And Y mobile
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44. Adding mobile from a consumer perspective
How to market?
No budget and/or part of scope
An app in AppStore will not solve the users problem if
no one finds it, understands it and starts using it
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45. Adding mobile from a consumer perspective
Solutions
Focus!
The context The problem
How to market
And Y mobile
The business goals
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46. Adding mobile from a consumer perspective
The business goals
Add on and not part of business goals
Not only a tool for the marketing department
Decide your goals for the mobile channel
Knowledge and experience
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47. ‹‹ Mobile is not about technology.
It’s about knowing and
understanding your target group.
And you know them already.
››
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48. Thank you all!
Maja Bergstrand Johan Jonsson
Conceptualizer Art Director
on twitter @moremr
maja.bergstrand@moremr.com johan.jonsson@moremr.com
+46706340085 +46732439720
@majabergstrand @glvstn
More Mobile Relations This is MORE
Kungsgatan 4A MORE Mobile relations is a full service mobile marketing agency. We
111 43 STOCKHOLM help brands by creating engaging and strategic mobile experiences.
Phone: 46 (0)8 796 16 00 We're based in Scandinavia but work globally.
Fax: 46 (0)8 796 16 10
stockholm@moremr.com
www.moremobilerelations.com
tisdag 19 juni 12