9. 12 text messages 9 IMs from a computer 2 IMs from a mobile phone 6 calls from a mobile phone 3 calls from a landline 3 emails from a mobile phone 2 messages from a forum 5 messages via skype or similar 5 emails from a computer * Source: OTX - A beta life://Youth – February 2009 … and especially the kids
11. Bluetooth Mobile Web Apps Response Acquisition Delivery Transaction Vouchering/Couponing Survey Voting UGC Location Services Mobile Social Networking Mobile Search Mobile Banners Proximity SMS MMS QR IR
12. Bluetooth Mobile Web Apps + Universal, high response, low cost - Limited info and interactivity, user permissions SMS MMS + High functionality, low cost - data connections, usability, response rates + High functionality, engaging content, delivery network - Development cost, compatibility, busy market + Network independent, high functionality, instant response - Units in situ, usability, user identification
22. The Audi A4 app Key factors Are Audi A4s really that horrible to drive? ...drives like there is a drunk behind the wheel If their cars handled like this the company would be in big trouble I feel ripped off – even though the game was free! Just like a real A4 – it’s boring and tedious
23. … but above all … To achieve a good result, take more time over creative concepts, design and delivery – this may cost more money + =
24. I want what I want, when I want it I’m the customer ... Choice
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26. PECR DPA PhonepayPlus Ofcom CAP Code Ministry of Justice DMA MMA IAB Regulations and best practice
28. ‘ FREE MSG: Our records indicate u maybe entitled to £ 5000 in compensation for your recent Accident, To claim just reply with CLAIM to this msg, 2 stop txt STOP ’ What’s wrong with this picture?
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Editor's Notes
UK iPhone uptake is around 1.5% of all UK mobile users iPhones account for 60% of mobile web browsing worldwide User interface and App store But … 90% of apps are used once or never opened Over 70% of iphone owners in Europe are men*
66 + -68%* of UK consumers feel that they have received mobile spam 30%*-36% + of UK consumers blame their network operators for it 38%* of users do not recall opting in to campaigns 55%* of users would be happy to receive offers from selected brands
66 + -68%* of UK consumers feel that they have received mobile spam 30%*-36% + of UK consumers blame their network operators for it 38%* of users do not recall opting in to campaigns 55%* of users would be happy to receive offers from selected brands