The document outlines a master class in mobility planning by Steen Andersson, co-founder of 5th Finger, focusing on helping brands engage consumers on-the-go through mobile strategies. It discusses the process of mobility planning, including defining objectives, segmenting mobile behaviors, and developing mobile briefs based on consumer insights. Additionally, it covers mobile website development and a comparative framework for ensuring mobile relevance and effectiveness in marketing.

1. MASTER CLASS
MOBILITY PLANNING.
Steen Andersson, Co-Founder & VP Strategy, 5th Finger
5thfinger
© 5th Finger 2009

2. 1. mobility planning"
2. mobile website development"
3. comparative framework"
5thfinger

3. 5thfinger
http://www.flickr.com/photos/82329524@N00/2857765317/!

4. 1. mobility planning"
2. mobile website development"
3. comparative framework"
!
5thfinger

5. This is a mobile phone.
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6. This is mobility.
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7. mobility
is a range of
BEHAVIORS.
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8. Our job is helping brands engage consumers living on the go.
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9. By tapping into context.
5thfinger
© 5th Finger 2009

10. Exploiting functionality.
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11. Creating
utility.
5thfinger
© 5th Finger 2009

12. How do you think about mobile?
5thfinger
http://www.flickr.com/photos/34449596@N04/3252160946!
© 5th Finger 2009

13. Most people think about mobile like this.
Voice
An idea.
An idea.
SMS
Brand
Apps
An idea.
Mobile
Web
An idea.
5thfinger
© 5th Finger 2009

14. Most people think about mobile
AS Voice
An idea.
TECHNOLOGY.
An idea.
SMS
Brand
Apps
An idea.
Mobile
Web
An idea.
5thfinger
© 5th Finger 2009

15. Some people think about mobile like this.
TV
Ideas.
Ideas.
OOH
Mobile
Print
Ideas.
Ideas.
Online
5thfinger
© 5th Finger 2009

16. Some people think about mobile
AS Ideas.
TV
Ideas.
CONNECTION.
OOH
Ideas.
Mobile
Print
Ideas.
Online
5thfinger
© 5th Finger 2009

17. We think about mobile like this.
People
Brand
Mobile
Media
Technology
5thfinger
© 5th Finger 2009

18. A
We think about mobile
AS People
RELATIONSHIP.
Brand
Mobile
Media
Technology
5thfinger
© 5th Finger 2009

19. How do you think about mobile?
5thfinger
http://www.flickr.com/photos/34449596@N04/3252160946!
© 5th Finger 2009

20. mobility planning – the process"
!
5thfinger

21. Establish High
1" Level Objectives
Program Planning 7"
Research &
2"
Immersion
Execution
Relationship 6" & Optimization
Driven Core
Mobile Concept Segment
3"
Mobile Behavior
Develop Mobile Brief 5" 4" Identify Key Insights
5thfinger

22. 1"
Establish High Level Objectives"
Cross Sell
Grow
ROI Consumption
Driving'
Opt+In'
Time 5thfinger

23. Old Mobile Opt-In Process
From:'2653' To:'2653' From:'2653' To:'2653'
Join'MCR' ' Great.'If'you' '
Mobile'by' LINK' would'like'to' Y'
replying'with' ' opt+in'as' '
‘LINK’'to'link' well,'reply'
your'phone.'' with'‘Y’.''
1. User enters mobile number' 2. User 3. User replies 4. User 5. User replies
receives TXT with ‘LINK’ to receives TXT ‘Y’ to opt-in'
inviting them to link phone ' inviting them to
LINK their opt-in to mobile
Phone' alerts '
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24. New Mobile Opt-In Process
1' User enters mobile number
1.
2.
2' User checks opt-in'
From:'2653' To:'2653'
Join'MCR' '
Mobile'by' LINK'
replying'with' '
‘LINK’'to'link'
your'phone.''
1' 3'
3. User receives TXT asking to confirm this
is their phone by replying LINK.
2' They will then get a welcome message
from Jen.
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25. Result?
Monthly opt-in growth of 5%-10%*"
*Source: Aberdeen 2009 Mobile Marketing Benchmark Report
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26. Maximum Opt-In Rate
1' User enters mobile number
1.
2.
2' User checks opt-in'
From:'2653' To:'2653'
Thanks'for' '
joining.'Reply' LINK'
STOP'to'stop' '
receiving'
messages.'
1' 3'
3. User receives TXT confirming opt-in.
2'
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27. Demographic !
& Psychographic
2"
Data on Target
Mobile Usage
Existing Digital & Consumers!
Patterns for Target
Mobile Programs!
Demo!
Current Loyalty ! Social & Digital
& DM Programs! Media Trends!
Current Marketing Macro Economic
Strategy! & Social Trends!
Research "
& Immersion"
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28. 2"
Research "
& Immersion"
primary research?"
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29. 2"
Research "
& Immersion"
Take s ome action
tion s…
A sk the ques
my team know
What does of
ile behavior
Key Questions…
ob
"
about the m
onsumers?
our target c
1. mobile media consumption habits
"
t
2. mobile app usage be the mos
" What would us to find o
ut
for
3. social and mobile usage effective way
" more?
4. mobile handsets (% smartphones)
"
5. other emerging trends / patterns 5thfinger
"

30. Segmenting Mobile Behavior."
Mobilista - 3g device, app downloads. They expect both form + function. Trend setter.
Searcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”.
Worker - Stay connected for work. On weekend, many use a secondary device.
Txtr - It’s all about communications - direct yet personal. Function over form.
Phone’o’phobe – luddite, not just with their phone (voice calls are staple) but also other tech.
5thfinger

31. Segmenting Mobile Behavior."
connecTvity'
Mobilista - 3g device, app downloads. They expect both form + function. Trend setter.
accessibility'
Searcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”.
producTvity'
Worker - Stay connected for work. On weekend, many use a secondary device.
community' me action
Txtr - It’s all about communications - direct yet personal. Function so form.
Take over ion…
k the quest
As
ur
we group o
simplicity' How could
Phone’o’phobe – luddite, not just with their phone (voice calls are rgets based oalso
ta
staple) but r mobile
n theiother tech.
behavior?
5thfinger

32. Establish High
1" Level Objectives
Program Planning 7"
Research &
2"
Immersion
Execution
Relationship 6" & Optimization
Driven Core Idea
3" Segment
Mobile Behavior
Develop Mobile Brief 5" 4" Identify Key Insights
5thfinger

33. Identify Key Insights"
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34. is there love for other mobile devices too?"
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35. Identify Key Insights"
n
Take some actio
ion…st
Ask the que
we
t/s pace could
What concep ur
own in th e mind of o
ging
customer s by levera ?
m pelling way
mobile in co
5thfinger

36. Develop Mobile Brief"
5thfinger

37. mobile brief"
Business Background"
Primary & Secondary Objectives"
Target (s)"
Timing"
Key Consumer Insights" [driven by mobile behavior]"
"
Secondary Consumer Insights /
Considerations"
Consumer Goal" "
"
Mandatories" Ongoing TXT Program" Mobile Website
On-Pack TXT Activation" PC Website Integration"
Mobile Site" Other _________________"
Mobile Application "
"
Handset Targeting" iPhone Only"
" iPhone Class (iPhone, Palm Pre, (An)Droid) "
" Smartphone (iPhone Class + High Res xHTML browsers)"
" Smartphone with graceful degradation !
" Feature Phones & Media Phones (LCD)"
"
…" …"
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38. Present the Core Creative Idea(s)
Relationship Driven Core Idea
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39. Establish High
1" Level Objectives
Program Planning 7"
Research &
2"
Immersion
Execution
Relationship 6" & Optimization
Driven Core Idea
3" Segment
Mobile Behavior
Develop Mobile Brief 5" 4" Identify Key Insights
5thfinger

40. 1. mobility planning"
2. mobile website development"
3. comparative framework"
!
5thfinger

41. mobile "
website
development"
" 5thfinger

42. 5thfinger

43. Mobile Content Relevance Winners Model"
"
Indexed and Scored every section of the site (>50) against
these criteria:"
1. PC Desktop Popularity (Weighting "0.5)"
2. Smartphone Popularity (Weighting 1.0)"
3. Ease of Making Mobile (Weighting "0.75)"
4. Relevance of Mobility (Weighting 1.5)"
5. Revenue Potential (Weighting 0.25)"
5thfinger

44. 1. mobility planning"
2. mobile website development"
3. comparative framework"
!
5thfinger

45. 5thfinger

46. 5thfinger

47. Comparative Framework"
Shopping"
Mobile in the Middle"
Mobile Relationship"
Lifestyle Extension"
Mobile community Branding: Moblie In-store marketing Expanded
management around content discovery platform for brands! community focus :
Next Big Mobile Move" new and back-to- engine! Empowered Women!
school parents!
5thfinger

48. 1. mobility planning
"
2. mobile website
development
"
3. comparative
framework"
5thfinger

49. THANK YOU + Q&A
"
Steen Andersson"
Co-Founder & VP Strategy
"
5thfinger
www.flickr.com/photos/35798967@N08/3307330817