Should brands use existing mobile consumer data to shape their mobile strategy or look at people's behaviour away from mobile as a means of expanding mobile time

1. @mobilesquared
The year of mobile
me
(me being) Nick
Lane

2. Mobile Insight Specialists
www.mobilesquared.co.uk
@mobilesquared

3. Fast Stats
What are the UK mobile users up to?
UK m-commerce stats
@mobilesquared

4. The Mobile
Is the greatest relationship you have on a daily basis
It knows your passwords
It knows all your intimate secrets
You’re together for 16+ hours per day
You sleep with it
You stroke it more than 50 times a day
It knows your favourite things
It knows where you like to eat
You take it everywhere
You take it to the toilet
You play with it watching TV
But how personal is your mobile?
@mobilesquared

6. Shaping fashion
Not even arctic conditions can stop you from using your smartphone

7. The Mobile What?
Mobile is fundamentally a “time-driven” mechanism
@mobilesquared

8. The Mobile Minute
@mobilesquared

9. The Mobile Minute
As a brand you have less than 1 minute to make sure
your app/site is THE preferred destination
@mobilesquared

10. Appstraction
App considerations?
Session length
External distractions
Ongoing interactions
Time of day
@mobilesquared

11. Appstraction exemplified
Breadth of apps used on a frequent basis is growing

12. Activation
Our natural filter
Actions predetermined by
time of day
@mobilesquared

13. 0300
0600
0900
1200
1500
1800
2100
2400
COMMUNICATION
INFORMATION
Daily app usage
UTILITY
ENTERTAINMENT
OTHERS

14. OTHERS
ENTERTAINMENT
INFORMATION
COMMUNICATION
The app usage fortress
UTILITY
Only brands that really know ME will be allowed in
0300
0600
0900
1200
1500
1800
2100
2400

15. App usage by attention
Do you base your brand strategy by app attention?
Active apps by category
0600-0900
0900-1200
1200-1500
Communication
@mobilesquared
1500-1800
Information
Utility
Entertainment
1800-2100
2100-2400

16. Infotainment is key
Entertainment and Information dominate daily usage
App usage by time
Brand opportunities vary throughout the day
0600-0900
0900-1200
1200-1500
Communication
@mobilesquared
1500-1800
Information
Utility
Entertainment
1800-2100
2100-2400

17. Points of Engagement
Do you really understand behaviour?
Entertainment
Information
48%
Information
Entertainment
26%
24%
Communication
Utility
0300
0600
0900
3%
Utility
1200
1500
1800
2100
2400

18. Opportunity or intrusion?
How well do you know me?
Entertainment
Is this void an
48%
Information
Entertainment
26%
opportunity or
an intrusion?
Information
24%
Communication
Utility
0300
0600
0900
3%
Utility
1200
1500
1800
2100
2400

19. Brand distraction?
We need to consider every users’ daily routine
When should a brand communicate?
14%
12%
For the majority of sectors, between 0900-1500 is the
optimum time for a brand to communicate
10%
8%
Brands are not utilising the
total mobile opportunity
6%
4%
2%
0%
0700-0900
0900-1200
1200-1500
1500-1700
Brand says
@mobilesquared
Consumer says
1700-1900
1900-2400
0000-0700

20. Consumers want to hear from brands
The Activity Gap
The Activity Gap
@mobilesquared

21. Mobile matters
We need to consider the every users’ daily routine
What is your marketing mix?
Mobile messaging
Online/search/PPC/display
33% of brands have a mobile site
Social
20% of brands have a mobile app
Apps
3% use augmented reality
Direct mail
26% use QR codes
Outdoor
65% have an opted-in mobile database
Radio
Phone
Print
TV
Email
0%
@mobilesquared
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

22. Mobile matters
We need to consider the every users’ daily routine
What is your marketing mix?
Mobile messaging
Online/search/PPC/display
There is a disconnect between mobile’s prominence in
Social
Apps
our daily lives, and the importance placed by brands as
Direct mail
a means of communicating
Outdoor
Radio
Phone
Print
TV
Email
0%
@mobilesquared
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

23. Is data enough?
We need to consider the every users’ daily routine
How do you create your mobile strategy?
•
24.3% of businesses know their mobile customers’ age,
gender, location & preferences
•
36% of businesses only know their mobile number
Device data
Mobile behaviour
3rd party data
Preferences / likes
The missing data: Brands need to understand the mobile user
on a personal level to truly deliver a compelling experience
@mobilesquared

24. The 3Ms
What is the mobile campaign that has influenced you?
Making
Mobile
Memorable
@mobilesquared

25. Mobile is personal
@mobilesquared
Which brands have successfully understood how consumers’ use of mobile can bring them
closer to brands, making them more loyal than ever before?
Which brands have successfully understood MY use of mobile to bring those brands closer to
ME, and increasing my LOYALTY?

27. Genius

28. Intrusive
Virgin EMI launch of the Avicii single ‘Wake Me Up’
@mobilesquared

29. A missed delivery
How well do companies actually know you?
Tonight the Champions
League is back so why
don’t you enjoy a tasty
Domino’s Pizza. Its 2-41 tonight so call XXXXXX-XXX
@mobilesquared

30. Mobile motto
The ultimate challenge for every brand is the 3Es
Make my life Easier!
Make my life more Efficient!
Make my life more Entertaining!
@mobilesquared

31. That’s me done
Don’t be shy, get in touch
Nick Lane, chief analyst @ mobilesquared
nick@mobilesquared.co.uk www.mobilesquared.co.uk Tel: +44 (0) 1344 747 311
@mobilesquared