The document discusses the growing importance of mobile devices in the B2B sector, highlighting that a significant portion of executives prefer mobile for business communications and transactions. Mobile usage for web access is expected to surpass PCs, making it essential for businesses to adapt their strategies accordingly. Recommendations for mobile best practices include developing mobile-friendly sites, creating engaging content, and integrating mobile with broader marketing efforts.

1. Mobile in the B2B SpaceDon't get left behind...Date: July 14th 2011Presenters: Hanne Tuomisto-Inch, BannerEric Shimoda, GoogleIn collaboration with

2. AgendaIntroduction2. Mobile insights3. Why it’s important for B2B4. So now what?5. Q & A

3. Introduction

4. Mobile Insights

5. Mobile is growing1 in 3 UK adults now use a smartphoneMobile will overtake PCs as most common web access device by 201323% of all time spent on the web is via a mobile deviceSource: Moneyhighstreet.comSource http://www.clickz.com

6. 3xmore smartphones are being activated every minute around the world than there are babies being bornSource: ReadWriteWeb, CTIA, March 2011

7. The acceleration of MobileSource: Google

8. Mobile is getting even biggerNumber of EU-5 mobile users accessing the web from their phones is expected to double from 2010 to 2015…to reach94 million8Source: eMarketer, ‘Western Europe Mobile: Trend, Case Studies and Best Practices’, April 2011

9. It will continue to be engrained in our lives“It’s like a modern day Swiss army knife”Ian Carrington, Mobile Advertising Sales Director, EMEA9

10. Mobile allows for constant connectivity11pmPCMobile1pmTraffic 8pm7amTime 10Source: Internal Google Data 2010, typical across different markets

11. 70% of those familiar with tablets are considering a purchase in the next 3 years Source: eMarketer, March 2011

12. But...why is it important for B2B

13. The B2B audience is on the move...And can work from anywhere... at any time

14. Mobile drives business communicationThe primary communications tool for 56% of executives My mobile device is my primary business communications toolSource: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010Q: My mobile device is my primary business communications tool; strongly agree, agree, don’t know, disagree, strongly disagree

15. Executives will adopt highly evolved devices80%of execs under 40 prefer accessing work-related emails from their mobile devices as opposed to a computer, when they are home44% of executives under 40 agree that because of their smartphones, they no longer carry a laptop when they are out of the officeSource: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010Q: When I am at home, I prefer to access work-related email and information from my mobile device than from my home computer. (strongly agree, agree, disagree, strongly disagree, don’t know)Q: Because I have a smartphone, I no longer carry a laptop computer when I am not in the office. (strongly agree, agree, disagree, strongly disagree, don’t know)

16. Execs perform more mobile searches todaythan PC searches a year ago 20092010Average number of searches per day on a PCAverage number of searches per day on a mobile device67Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010Q: On average, how many work-related searches do you conduct with a search engine each workday using a desktop, laptop or netbook computer? A mobile phone, smartphone, tablet, other mobile device?

17. Search trends for B2B keywordsSource: Google Internal Data

18. Mobile also drives business transactions59%would rather make a business-related purchase over the mobile web than over the phone65%are comfortable making a business-related purchase on a mobile device79%of execs are comfortable providing business contact information to a mobile websiteSource: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010Q: I am comfortable providing business contact information to a mobile website; I am comfortable making a business-related purchase on a mobile device; I would rather make a business-related purchase over the mobile web than over the phone. (strongly agree, agree, don’t know, disagree, strongly disagree)18

19. Mobile will grow; at the expense of computersWith smartphones & tablets taking the leadWithin 3 years, 44% expect a smartphone or tablet to be their primary device for business-related useSource: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010Q. Which device do you use most frequently for business purposes today? Which device do you believe you will use most frequently for business purposes three years from now?

20. So now what…?

21. Develop & implement your mobile strategy1Understand the role of mobile & create a strategy2Implement basic best practices3Integrate mobile into wider mix4Track & test5Adapt

22. Understanding mobile good practiceDevelop a mobile friendly site & make sure your audience can find you

23. Understanding good mobile practice2. Make sure the content is “snackable” 3. Think small, show more, tell less4. Utilise video5. Utilise audio podcasts6. SMS alerts

24. Understanding good mobile practice7. Make sure your social strategy includes mobile1/2 prefer using their mobile device to post on twitter8. Think about how mobile interacts with offline media

25. Q & A

26. Website: www.iabuk.netTwitter: @iabukContact: chris@iabuk.netand hanne.tuomisto-inch@b1.comfor more information on the IAB’s B2B Council.Get in touch!

27. Thanks!