The webinar discusses the rapid evolution of mobile device technology and its implications for marketing, emphasizing the importance of understanding various handsets, operating systems, and advanced features like GPS and NFC. Key marketing applications are identified, including location-based advertising and customer interaction tools. The session also highlights the growing diversity of devices and the need for cross-platform strategies to maximize user experiences.

1. Mobile Internet
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Webinar:
Lifting the Lid on Mobile
Session 3:
Device Technology

2. Last Sessions Key Points
• Market Influencers
• The Pace Of Change
• Handset Diversity
• Ways to organise mobile technology into a
marketing campaign
• Using mobile to deliver enriched experiences and
gain 1-2-1 relationships with every customer
• The need to use a different approach

3. Device Technology
Mobile devices are changing all the time - with over 100 new tablets
being launched this year alone, its hard to keep up with how to tap
into the features that mobiles offer us to engage and sell to our
customers.
This webinar will focus on:
• Understanding the different handsets, operating systems and
capabilities
• Getting to grips with device technology
• Exploring marketing applications that use advanced mobile
phone features

4. Mobile media usage continues to grow

5. What’s visibly apparent is not fact

6. Market by OS

7. Single Platform Strategy
Communication

8. Single Platform Strategy
Communication

10. Evolving Platform Base

11. Over 60 mobile browsers
Platform Browsers Add-on Browsers

12. Some browser standardisation
But there will always be fragmentation

13. Device Technologies
HTML5 GPS
NFC
Camera
Motion Sensing Accelerometer
Video Tilt Face Detection
Screen Technology
Magnetometer
Touch screen Geo-location

14. Device Technologies
Must-haves Nice to haves
GPS Tilt
Camera Accelerometer
Gestures Motion Sensing
NFC Advanced Gestures

15. Marketing Applications
GPS/Geolocation
Branch Locator
Maps and active search functions
Location based advertising
Social Applications – my friends – check in
Tracking your customers
Camera
Customer interaction – upload pictures
Augmented reality
Barcodes
Share experiences – social campaigns
Linking PC web to mobile web – single customer view
NFC
Customer surveys
Social Campaigns
Customer Loyalty
Mobile transactions
Smart posters

16. NFC -Near Field Communication
• Short-range wireless technology
• Embedded in the phone
• Securely store personal data such as debit and credit card
information
• Four versions – memory, speed and security
• Governed by the NFC Forum
• Held hostage by credit card companies and network operators
• Supported by Blackberry, Nokia, Samsung
• Soon to be supported by iPhone, Windows mobile
NFC is “the one to watch”

17. Basic Gestures

18. Advanced Gestures

19. Keyboards and Hybrids!

20. HTML5
• HTML5 is the next generation of HTML markup language –
currently 4.2
• HTML5 has tools and features that make some things on mobile
easier to develop:
• Delivers better audio and video support
• Built in Geolocation
• Enables offline content
• Provides “canvas” a means of delivering dynamic content
• HTML5 is not yet supported by all mobiles
• It’s not the panacea - misconception

21. Javascript / Ajax / CSS3 / jQuery
Rich App-like User
experience
Pull-down menu
CSS3 overlays
Sliding animations
Orientation Aware

22. Device Management Technology
Content Management Delivery to the Mobile Web
Centrally managed content
for web, email, social and mobile handset
mobile detection
(> 12,000)
Leading edge
delivery engine
iPhone Android Blackberry Windows
using HTML5
and fully
optimised
dynamic pages Device and user tracking
– User geolocation, camera, NFC –
preference advanced technology detection
management and development tools
Device and channel specific
previews

23. Maximising Each Experience
Flash jQuery HTML

24. Summary
We’ve Explored:
• Handset and browser diversity is growing – ask your developer for
cross platform
• Technologies to focus on to maximise user experiences – get
ahead of the curve
• It’s not a “one horse race” - 70% + of your customers are not on
iPhones

25. Questions:
Next sessions - From the Perspective of Mobile
E-commerce: Tuesday 14th June @ 10am UK
Social Media: Tuesday 12th July @ 10am UK
www.bemoko.com www.alterian.com