The document discusses mobile trends and strategies for mobile marketing. It provides an overview of the mobile landscape, trends, case studies and a roadmap template. The roadmap template outlines assessing priorities, evolution of mobile marketing, category examples, and next steps including costs and commitments needed.

1. MOBILE CHAPTERS 1 2 3 4 Mobile Landscape Overview of recent statistics on mobile industry Mobile Trends Highlights current and upcoming trends for mobile Mobile Case Studies Featured case studies for each trend Mobile Roadmap Template guide/summary of mobile development

2. TEMPLATE STRUCTURE 1. Fast Facts Provide some relevant recent mobile facts/trends to client up-front Make the client aware of the fast-changing landscape 3. Evolution of Mobile Marketing Describes the status quo of the marketing strategy Illustrates how strategy will evolve and move towards the future 2. Category Examples Specific examples illustrating how competitors are using mobile in relevant industry These are the benchmarks that must be improved upon 4. Assess Priorities Highlight and explain the key features of the strategy Provides an honest evaluation of which elements should take priority 5. Next Steps Explains the costs to the client Also an opportunity to highlight the commitment needed from the client

3. HONG KONG MOBILE TRENDS 12.48m mobile subscribers (177.7% penetration) 30% 3G subscribers penetration rate 48% have Smartphones 30% of them engage in mobile social networking 24% indicated they do not mind receiving mobile ads Content/Application is second most important factor when purchasing a mobile for Hong Kongers Hong Kong youngsters own the most mobile phones across Asia QUICK FACTS Update this slide with the most recent and relevant statistics for your proposal category

4. CATEGORY EXAMPLE The Marriot Annapolis iPhone App Almost everything you would want to know about the hotel is included Presentation is simple, engaging and ergonomic Ideally this would be a great mobile engagement for every hotel, but this app only works for one hotel The App has a huge range of features: Watch a short video about the hotel Book a room/check reward points Restaurant and room service menus Schedule housekeeping and wake-up calls Send e-mails/feedback to the concierge Maps and tourism advice for the nearby area Connect with the hotel’s Facebook and Twitter accounts Arrange transportation (soon: flight information) Users can scroll through a picture menu to find what they want quickly Easy to browse for local attractions and then Unique features like a wake-up and housekeeping requests Update this slide with a strong recent example of a competitor using mobile

5. CATEGORY EXAMPLE Loyal customers will attend brand events They can reward their best customers They can create very engaging experiences with these tools Foursquare Jimmy Choo teamed up with Four Squared to create “Jimmy Choo Trainer Hunt”. This campaign connected people in the offline and online arena to learn about the Jimmy Choo brand lifestyle Over 1000 people joined the hunt Anyone who could catch the wandering pair of Jimmy Choo trainers could keep them Allowed the brand to provide more information about their brand, promote new product line and gain more attention than traditional advertising Engages consumers with the brand and lead them to do things that is both valuable for themselves and the brand Jimmy Choo Update this slide with a strong recent example of a competitor using mobile

6. THE MEDIA LANDSCAPE BOUGHT EARNED OWNED Websites DIGITAL PHYSICAL Brand site Social Media Banners & rich media Mobile apps Social & Blogs Paid Search Search Engine Optimisation PR / Events Press / Editorials Print Cinema TV OOH / Digital screens Media The Hotels and Staff Knowledge and Expertise In-room media CSR Brand experience Micro-site Loyalty Programme Video Channels Sponsorship & branded content Influencers / Buzz Measurement & KPIs Word of Mouth Customer service MICE Banners & rich media Paid Search Search Engine Optimisation Video Channels Print TV OOH / Digital screens ↑ call-to-action (via direct call/SMS etc) Brand site Brand experience Micro-site Loyalty Programme Press / Editorials Convenient access to updated press/stories anytime, anywhere Social & Blogs Banners & rich media Paid Search Search Engine Optimisation Video Channels Print TV OOH / Digital screens Brand experience Micro-site Loyalty Programme Press / Editorials Social & Blogs Use this map to highlight the different areas of opportunities on offline and online media for mobile Brand site ↑ click through rate YouTube and user generated content ↑ Brand experience in the hand (i.e. games, customizable products). ↑ sales Live feed and updates of social community anytime, anywhere Customer service Customer service Quicker access to information and help service

7. Integrated data driven recommendations Incorporates transaction, web, and customer data Investments based on ROI Future State 2 1 Mobile Social Will overtake PC as most popular way to connect Emerging markets beginning to dominate Integrate with CRM/loyalty programs 30% engage in social sites in HK “ Connect on-the-go” to check status, update, message friends Facebook, Twitter, QQ User generated content continuing to rise Enhance experience sharing - Location based services - Augmented Reality Tailored and integrated User generated content = the norm Customer in control of communication EVOLUTION OF MOBILE MARKETING Mobile Internet 3 Current Near Term 50% own Smartphone in HK 3G key driver Discovery stage Mainly consume data and gather information Most important consumer “asset” Lower entry bar for communication Prevalent worldwide Interactive content Ecommerce- platform for mobile payments Mobile Applications Games/entertainment top downloads Apple/Android accounts for most number of total apps available Android=:72 000 apps and growing rapidly Apple: 225 000 apps Personalization Location-based offers More powerful applications Location integrated into content The world will become smaller Disposable time disappear Update this slide to show an overview of the strategic goals

8. Integrated data driven recommendations Incorporates transaction, web, and customer data Investments based on ROI Future State 5 4 Mobile Video Near 1:1 capabilities with GPS integrated Immediate and direct response  call-to-action Combine with digital OOH for interactive experiences Real-time / live- streaming Interactive elements (i.e. voting) Everyone is CNN “i-reporter” or “i-sharer” EVOLUTION OF MOBILE MARKETING Mobile Advertising 6 Current Near Term Targeted and personal Gain lift to traditional media (i.e. SMS on print ad, barcode OHH) Most tailored and personal form of advertising New channel: “shopping on-the go” Measurable: evolving adv. to be ROI focused Mobile Payments 100M using mobile payments Strongest growth in Asia Mobile transfer, banking, coupons, ticketing are popular 2014:500M will be using mobile payments- 8% of total mobile subscribers Easy/efficient way to process monetary transaction New “ATM” Act as “e-wallet” Small screen size Expensive subscriptions Skype, iPhone 4 “face time” growing importance Richer multi-media content iPad/tablets increase consumption Update this slide to show an overview of the strategic goals

9. Integrated data driven recommendations Incorporates transaction, web, and customer data Investments based on ROI Future State 2 1 Mobile Social Understand KPIs, metrics, of WAP users Build more interactive WAP site (i.e. include virtual tour or bedrooms, games) Personalize (utilize mobile application tool) Presence on Facebook, Twitter, and YouTube No location-based account i.e. Foursquare Be present in all social networks categories EVOLUTION OF MOBILE MARKETING Mobile Internet 3 Current Near Term Initial step WAP site Mobile Applications No downloadable application Develop i-phone app Develop brand centric interactive experience Market research tool Employee app- housekeeping, waitstaff, food inventory etc. “ On-property compendium” LBS “check-in” Generate conversations and content to drive WOM brand building Integrate with advertising and GC launch SHANGRI-LA EXAMPLE WIP to be completed with client

10. Integrated data driven recommendations Incorporates transaction, web, and customer data Investments based on ROI Future State 5 4 Mobile Video EVOLUTION OF MOBILE MARKETING Mobile Advertising 6 Current Near Term No targeted mobile advertising Not integrated into traditional media (i.e. Print, Video, TV etc) Mobile Payments N/A Mobile “check-in” from airport pickup No content for mobile video Experience on-the go (i.e. destination video spot) Richer content Generate shareable content Transfer to other tablets such as ipad Immediate and direct response  call-to-action Combined with digital OOH for interactive experiences SHANGRI-LA EXAMPLE WIP to be completed with client

11. 2 3 1 4 6 5 ACCESS PRIORITIES Update this slide to describe and highlight the most important strategic elements Topic Concept Score Next Step Mobile Internet Build interactive WAP site 4 Mobile Social Media Begin ongoing conversations 5 Mobile Applications Create brand centric experience 0 Mobile Advertising Increase call-to-action 0 Mobile Video Enhance user experience 0 Mobile Payments Stronger customer service 0

12. Execution 1 Details of execution costs Execution 2 Details of execution costs Execution 3 Details of execution costs Execution 1 Details of execution commitments Execution 2 Details of execution commitments Execution 3 Details of execution commitments Costs Commitment NEXT STEPS Provide costs and the necessary commitments for the campaign