So what’s with the sportsman’s theme? The title of this keynote is “Applying a sportsman’s mindset to achieve success in your mcommerce business” but I think it’s really about using the same leadership approach in both business and your chosen sports goals.

1. Chris Dadd
@cnd
Applying a sportsman’s
mindset to achieve success
in your mcommerce
business
Mobile Commerce Summit Asia 2012

2. Doodling whilst listening =
29% greater retention

3. share

4. Profile: I’m a tenacious, creative leader who loves the whole marketing mix. I specialise in growing and
transforming businesses. This in a nutshell CV gives the highlights of my results, roles, budgets, team
sizes, countries, brands, products and awards.
M: +44(0)7932976767 E: christopher_dadd@yahoo.co.uk, @cnd, skype:chrisdadd
Results • Led £15m global • Grew mobile customer base • Managed 22 products, 500 • Launched social • Signed 3 B2B • Grew NY • Doubled • Product •Created •Ran global •Created
R&D programme for from 75k to 400k users in content services, generating £40m network “hot or resellers to break value of managed first retail community 1st
the 800 members 18mths turnover and 100m not?” in 5 T-Mobile • Tendered 5 even company, mobile banking app site for 500 online
• Adoption text 35% with 9/10 transax/month countries patents • Integrated sold for channel to on SIM. partners. map
• Identified delivery satisfaction rating • Assisted IPO on AIM in ’04. • Ran most successful • Raised interim mobile £12.5m by market and •Led VF’s •Led TTT routing
issues, changed • £30m benefits forecast Bought Pocketgroup, Cumulus Uk m-commerce funding media into creating 2 hooked into needs for • Live service.
team • Complete marketing mix • Transformed pager to service reaching • Saved VW, FD, products 2 brands Java on Olympics AA
• Segmented mobile behaviour smartphone in £700k business 130m customers operators TMNM phones via Publishing offered
• Launched du mobile in Dubai • Created hero brand $12m pa in and Spice ETSI PhD for
shopping portals costs Girls research
Roles Director Prof Head of Mobile (CRM, Director Interactive Services Head of Products Head of MD NY Dir Mobile Product mCommerce Lead Web Product
Services Commerce, Advertising) GM WIN Financial Products Agency Commerce Manager Manager Architect Inventor
Budget £15m £5m £2m £750k $3m + $1.5m $1m Visa £300k £500k £200k £200k £1000
Marketing TXT MOBI WWW TXT MOBI APP WWW EMAIL TXT MOBI APP WWW EMAIL TXT MOBI WWW WWW MOBI WWW MOBI WWW MOBI WWW M SIM WWW WWW
Channels EMAIL TV DM PRINT TV VOICE EMAIL TXT DTV TXT OBI TXT
# DR & in team 5, 22 3, 30 5, 50 4, 30 4, 20 5, 12 4, 20 5, 40 1, 3 1, 10 0, 2
Countries Global UK US IE APAC UK GR DE MY HU UK EMEA UK IS HU USA UK USA UK UK EMEA UK FR DE UK USA FR UK
DE
iPhone app PollPosition
m-shops Contactless “Helpful” texts across Retail Smartphone MobileMarkets™ Olympics
Mobile Opened Multi- Twister
mCRM payments, Vodafone & T-Mobile alerts LloydsTSB Journalist “Multi
to 4m incl. card activation, Acceleration channel Multi-
BBC Media Console Picture Addiction NYC office mBanking Service map”
Embedded, acquisition/retention Boxed Voting channel
Blogger PayForIt “hot or not?” Delivered App eCar Service
journeys, reminders, Software +mobile
Pubic Policy, DuMobile “Fastest Texter” Travel Companion consultancy Digital Showroom
emergency support eg Fonestar,
mEducatio Touch Interactives for Nakheel Text Ticketing for equity & publishing SDO Site
Volcano crisis mTCP
Smart Ideas New .com website in Top 10 (Odeon) retainers for .mobi &
Digital Groupwide CRM Marketing
on Google Text-and-Reserve Text
Marketing Comm’s Platform
•NMA Agency Award 2005 •Revolution Media Award 03 • Elected Chairman mTicketing, in Global •: Computer Science BSc 2:1 • Computer Science Prize
•Won Fone Magazine Phone of Tomorrow design • Mobile Consumer Award 02 Mobile Commerce Forum • 2 IBM Contribution Awards • 3 A Levels Comp Sci,
competition 2007 • Published book on m-commerce • DoE Gold Phy, Maths

5. 1. think BIG start small

6. 1. think BIG start small ...continuously...improv e
don’t await P E R F E C T I O N
2. Ideas need insightful
inv€stm€nt
so... fail fast, fix flourish
Onot...
3. Be pen share

7. Group
doodle
time

8. Eradicate Poverty
Jobs
Entrepreneurs
Education
Schools
Money
Mountains
Money,
Kit, Get fit
Commit

9. Amount spent on kit £2,000
Oct
Funds to charity £10,000 Aconcagua (6962m)
2011
7000m Miles walked 100s
Ascent/descent 1000s metres
Hours walked in a session: 9
6000m
Kilimanjaro (5895m)
2500m Mont de Grange (2432m)
Pen-y-Fan (886m)
Pointe de Chésery (2249m)
500m
Bergen (392m)
2010 2011 2012 2013
-40m
Advanced PADI 40m deep diver
...continuously...impr ove
don’t await P E R F E C T I O N

10. Accelerate eradicating poverty
Sell company to fund Foundation.
Make M-Commerce a success for
Retailers
Upgrade Retailers
Distribution Partners
Company WE
ARE
Team up HERE
ALREADY
Service
Commit

11. WE
Amount spent on equipment 1,000s ARE
Hours spent getting ZenithMist off the ground: 100s HERE
Emails sent 1,000,000
M-Commerce traffic 23% of e-commerce
Mistakes made: countless
Partners expand
£ ROI
Happiness 1. think BIG start small
Email
campaigns
Effort Text platform launch
First customer
Son
Web relaunch, twitter feed @zenith_mist
born Mobile Commerce SaaS selected
Company
Previous job official launch
momentum
2010 2011 2012 2013
...continuously...impr ove
don’t await P E R F E C T I O N

12. 2. Ideas need insightful
inv€stm€nt
fail fast,
fix & flourish

13. Kili Day Kit ZenithMist Kit
Website
Twitter feed
Software-as-a-service
Customers 2...100
Partner programme
Bulk email campaign
Contracts
Accountant
...

15. O
5. Be pen
not...

16. Gift or Buy with PayPal then Share
share

19. WHAT’S YOUR ULTIMATE GOAL?

20. Thanks for doodling &
for committing!
cdadd@zenithmist.com
@cnd
Speaker | Presenter
Mobile Commerce Summit Asia 2012
Innovator | Adventurer