Mobile Automotive Masterclass slides

2. How to fine tune your mobile sites & apps strategy
June 2012

3. Agenda
1. Mobile Stats
2. Fragmentation
3. Build For The Future
4. Measure Performance
5. Think Multi-Channel
6. Checklist
3

4. At a glance
Founded in 2000 and listed on the
Frankfurt Stock Exchange since 2006
210 employees across 6 European
offices
Over 40 employees in the UK
Established in the UK since 2004
2011 Turnover £35m+
Current market capitalisation £30m

5. Our clients

6. 1. Mobile Stats

7. 86,432
198,825 18,972
386,045
162,958
321,364
102,407
14,003
comScore 2012

8. Mobile Customer Journey
QR codes linking
ATL to mobile site
Mobile Media
Access to pricing, product
info & reviews anywhere
Use social media Intrigue Attract
on mobile to ‘like’
& recommend
Share wish list with
friends and family Awareness Request brochures
View promotional
Advocate discounts
Newsletter & latest Consider
Relationship Transaction
product catalogue
on mobile site
Dealer locator on
Receive latest offers and mobile site
invitations to events Engage Convert
Book a Test Drive
Packaging QR codes
After Care, Make Payments, linking to mobile site,
Accessories adverts, info

9. 2. Fragmentation

10. OS Breakdown - UK
iOS
Android
Symbian
BlackBerry
Bada
Other

11. iOS , Android
iOS 5.x
iOS 4.x
iOS 3.x

12. iOS updates

13. Browsers - UK
Apple Mobile Safari
Open Handset Alliance
Android Build-in
Nokia Brwser NG
Dolfin
Opera Mini
Other

14. HTML 5

15. Don’t just take our word for it..
"There's rampant technology fragmentation across
mobile browsers, so developers don't know which parts
of HTML5 they can use”
“HTML5 is promoted as a single standard, but it comes in
different versions for every mobile device”
“Issues such as hardware acceleration and digital rights
management are implemented inconsistently. That
makes it hard for developers to write software that works
on many different phone platforms, and to reach a wide
audience”
Facebook CTO Bret Taylor, World Mobile Congress 2012

16. WHY is the mobile landscape so fragmented..

17. Standards are incomplete

18. Traditional development is pricey..

19. Measure Performance
Response Time, Availability, Consistency

20. 3. Build For The Future

21. Build For The Future
Proxy-Transcoding vs. API Integration &
When To Develop In-House

22. When To Develop In-House

23. Full-Service Option
Consulting Concept Wireframing
Implementation Programming Design
Go Live

24. In-House Development + Support
Consulting Concept Wireframing
Support
Implementation Programming Design
Support Workshops Support
Go Live FITML Templates

25. 5. Think Multi-Channel

26. Think Multi-Channel

27. The web will have
more touch points
in a larger digital ecosystem

28. Mercedes
Mercedes-Benz was looking for a global partner in
mobile to:
• Extend the reach of the brand
• Foster brand engagement
• Convey the premium brand proposition
• Incorporate mobile into the multi-channel strategy
• Drive test drive and brochure requests
• Drive footfall at Mercedes-Benz dealers
.
YOC has since been appointed as Mercedes-
Benz’s retained global partner in mobile to
deliver mobile internet and native app
projects across all of their markets.

29. Multi-Channel User Experience - Mercedes

30. Mobile Web
Developed to introduce the
new SL-Class, this app provides
intricate detail about
everything Mercedes-Benz.
Features include the option to
customise the latest Mercedes-
Benz cars, a dealer locator,
showrooms and full access to
watch Mercedes-Benz TV.

31. Mobile Web - Tablet
T.- Site for optimum user
experience on all tablet devices

32. iPad App – interactive digital brochure
Ideal platform to showcase
their existing premium content
& imagery from Mercedes-
Benz print magazine.
The app incorporates
interactive functionality
available online, such as videos,
360 degree view of models
and nearest dealer locator.

33. Opel/ Vauxhall

34. Opel/ Vauxhall
YOC is Opel’s retained global partner in
mobile to deliver mobile web and native app
projects since 2005.

35. Mobile Media
Video configurator let’s users choose the car’s colour,
rims and interior. Results are automatically displayed in
the video and ready to share via social media.

36. Infiniti

37. Continental - branding

38. What Car?
PistonHeads

39. 6. Check List

40. Checklist
Build for the Future Measure Performance
Works with new and existing sources Response Time
Offers ability to move development Availability
in-house
Consistency
External advice & support available if
and when needed
Think Multi-Channel
Works on all devices & operating systems
Optimises content for each device

41. Checklist
Think Multi-Channel Measure Performance
Works on all devices & operating systems Response Time
Optimises content for each device Availability
Consistency
Ensure Secure Payment Build for the Future
On-Premise Installation Works with new and existing sources
Use Established Payment Providers Offers ability to move development
in-house
Only link to mobile-optimised sites
External advice & support available if
and when needed

42. Thank You

44. AUDI AND SOMO: A YEAR IN MOBILE
13.06.2012
Naji El-Arifi | Technical Product Manager
@FizzyCustard
@somoglobal
© Somo Ltd.

45. WHAT WE DO
As the world’s largest independent
mobile marketing company,
Somo makes sense of mobile to...
Increase sales
Raise brand awareness
Make businesses more productive
© Somo Ltd.
45

46. HOW WE WORK
We’re the mobile marketing experts.
Full-service, or one service,
the choice is yours.
© Somo Ltd.
46

47. WHERE WE WORK
We manage global
campaigns for our clients,
24 hours a day.
LONDON SAN FRANCISCO LOS ANGELES NEW YORK SINGAPORE
© Somo Ltd.
47

48. WHO WE WORK WITH
© Somo Ltd.

49. EARLY 2011: GETTING MOBILE WEB RIGHT
© Somo Ltd.

50. MOBILE SITE
Use of industry first technology – 360˚
car views
8% of all traffic to audi.co.uk is mobile
© Somo Ltd.
50

51. SUMMER 2011: ENHANCING EVENT SPONSORSHIP
© Somo Ltd.

52. LE MANS APP SUITE
Top 10 in 47 countries
Ranked 3rd in Sport
237,000 minutes of engagement during
the race
© Somo Ltd.
52

53. GOODWOOD FESTIVAL OF SPEED
© Somo Ltd.
53

54. LATE SUMMER 2011: RICH MEDIA TO SUPPORT ABOVE THE
LINE
© Somo Ltd.

55. RICH MEDIA: AUDI BIRD
Cutting-edge HTML5 technology
Platform agnostic
Site visits doubled during campaign
A CTR of twice the industry average
© Somo Ltd.

56. RICH MEDIA: QUATTRO WEATHER ADS
© Somo Ltd.
56

57. CONCLUSION 2012
© Somo Ltd.

58. COMING SOON
Business tools
• Fleet
• Enterprise
• Aftersales
New Technologies
• Keen to retain position at the forefront of AR in premium automotive
• Audio triggers
• Better use of Smartphone and Tablet hardware
© Somo Ltd.
58

59. MAKING SENSE OF MOBILE
www.somoglobal.com
LONDON SAN FRANCISCO LOS ANGELES NEW YORK SINGAPORE
Haymarket House 181 Fremont Street 1530 7th St, Suite 100 1440 Broadway 50 Raffles Place, Level 30
28 Haymarket San Francisco, CA 94105 Santa Monica, CA 90401 23rd Floor Singapore Land Tower
London SW1Y 4SP New York, NY, 10018 Singapore 048623
+44(0)20 3397 3550 +1 (415) 230 2756 +1 (310) 426 8685 +1 646 512 5127 Ext. 3432 +65 66323551
@somoglobal
hello@somoglobal.com
Confidential. © Somo Ltd. 2012
© Somo Ltd.

61. CHANGING THE WAY YOU TALK TO
CUSTOMERS

62. CASE STUDY SMART CAR

63. “Smart car designer”

65. CASE STUDY MERCEDES-BENZ VANS

66. “Vito Sport Freestyle”

67. CASE STUDY MERCEDES-BENZ
APPROVED USED

69. Specifically
designed for
iPhone, iPad and
Android.
Device
recognition
Seperate designs
for lower end
mobiles

70. Location:
Nearest Retailer
Maps
Driving Directions

72. ACQUISITION
RETENTION

73. ACQUISITION
Advertising, TV Advertising, TV
Cars on road Direct mail
Newspapers Newspapers Dealer offer Dealer meeting
Pub talk Dealer contact
Magazines Magazines Negotiation Payment
Rumour Test drive
PR, Road tests PR, Dealer visit Web Handover
Web Web
Web Brochures, Web

74. The Mobile Car Customer
Purchase Repeat
Purchase
Test Drive Test Drive
Requests Conversion Customer Loyalty
Campaign
Applications
Mobile Locator Mobile CRM
Mobile
Response Mobile Brochure MobileTestdrive Mobile Service
Attention The Consideration Phase & Loyalty for Life
Purchase

75. EXAMPLE MOBILE STRATEGY &
ROADMAP

76. STRUCTURAL ROLL OUT PROVIDES ROI
Mobile Service
Mobile TestDrive
Mobile Brochure
Mobile Test Drive
Mobile Brochure
PROFILING & DATA
Q1 2012 Q32012 Q1 2013 Q3 2013 Q1 2014 Q3 2014
Approved Used
Applications
Campaign
Application
Mobile CRM
Campaign
Application
ATTENTION

77. CHANGING THE WAY YOU TALK TO
CUSTOMERS

79. Mobile marketing overview
Mobile Marketing Magazine
Automotive Masterclass
13th June 2012

80. Mobile strategies
Revenue
Brand Strategies
Strategies
Retention Differentiation Experience Acquisition Monetisation
Accessibility Expectations Immediacy Lower CPAs Mcommerce
Greater usage Comp advantage Better service Greater returns New rev streams
CRM Strategies

81. Mobile strategies
Revenue
Brand Strategies
Strategies
Retention Differentiation Experience Acquisition Monetisation
Accessibility Expectations Immediacy Lower CPAs Mcommerce
Greater usage Comp advantage Better service Greater returns New rev streams
Contact points Tech credentials Distribution of Location offers Additional services
(Service info) Innovation new news Test drive booking Advice lines
(Dealers) Speed of response Gaming
(Mapping) QR code information
(Mobile Manual) Low Behavioural CPC
Automotive Strategies

82. Once you’ve invested in
creating your mobile
properties and presence,
how do you maximise their
success?

83. Mobile activity process
How could Mobile How can we best
Business and
be used to help engage with our
Marketing
achieve these audience in
Objectives
objectives? mobile?
The Role(s) of
Mobile strategy
mobile
What is the most
What is the How can we
effective way of
mobile activity maximise
delivering the
achieving? Mobile’s
strategy?
effectiveness?
Campaign Mobile
Mobile delivery
evaluation development

84. Maximising Mobile Success
Mobilising existing activities Activate Mobile Marketing
ATL advertising Mobile Search
Fixedline search Display Advertising activity
Instore/promo material SMS/MMS marketing
Existing CRM HTML mobile Activity
Email marketing Mobile video/prerole
Fixedline Display/Behavioral Appstore/marketplace presence
Sponsorships Mobile SEO
TV Advertising Publisher/Carrier partnerships
Website In Game marketing
Partnerships Mobile email marketing
VOD Mobile social delivery
Incentivised downloads

85. Mobile Opportunity minefield
Rich
media
Mobile opportunities Mobile
advertising
Preroll
video
CPC
competition
Partnership
SMS/ Mobile Mobile Social
media
Further
information
MMS search Destinations usage
CRM
behavioural
Time sensitive
Location
Publishers Google Search for info
carriers Bing App Msite Signup
Yahoo Search to MSite
Richer Msite
Search Interact
experience
Site integration sponsorship Customerbase leverage

86. Three essential ingredients
Effective
Tracking Creativity Planning
and Buying

87. Effective tracking

88. The Right Tracking
Msite
Publishers (CPM)
Optimisation
Banner/ Banners
HTML Ad Unit Tracking Networks
Time of day
Bannerclick Day of week
Networks (CPC) Network Publisher
Publishers Publisher groups
App downloads
Application
Events
Section
searched Virtual CPA
Carriers Actions taken Behavioural groups
(CPC/CPM) Location Usage
H/M/L Usage
Activity Usage
Retargeting

89. Mobile Creative

90. Rich Media Advertising Effectiveness
Smartphone
Users are 50%
Ad awareness
more likely to Increased By
recall an 25% For
expandable expandable
banner banners
Source: IAB UK

91. Multi Banner HTML5 Expandable

92. Multi Banner HTML5 Expandable

93. Multi Banner HTML5 Expandable

94. Multi Banner HTML5 Expandable

95. Multi Banner HTML5 Expandable

96. Multi Banner HTML5 Expandable

97. Rich Media Capabilities
SHAKE & TILT ANIMATION
FACEBOOK
Accelerometer control for Fluid automation engine with
Post to wall on Facebook
engaging experience / games high performance sequencing
TWITTER 360 Degrees
Post status update to Twitter Product Rotations &
Panoramas
DRAG & DROP IMAGE GALLERY
UI for puzzles, builders and Tactile galleries with
more thumbnails & downloads
SMART DAYPARTING
SOUND BOARD
Creative or offer varies by
Tap to play sound immediately
time of day
COMPLEX ANIMATIONS Mapping FORM CAPTURE
Slide, fade, object paths and Link through to Google maps Text, pull down, checkbox &
more 99
form validation for lead gen
with option for branded pins

98. What can be provided?
The most cutting edge HTML Ad Creation
service
Build Once, Run Everywhere
Ads run Across iOS & Android devices (
others to come Q2 2012 )
All Ads we create can be served through
all major mobile ad networks and 100+
premium publishers
100

99. Creative Banner delivery - HTC

100. Rich Media For Automotive
Ad units that can:
Showcase TV ads
Deliver exclusive content
Interaction with the brand/the car
Sign up for a test drive
“drive” the vehicle
Map dealer locations
Like/tweet/connect/join
Competition ( data capture)

101. Planning Mobile activity

102. Branding Works on Mobile
Average Brand Lift of Mobile Display Campaigns
+13%
+16% +24%
+76%
+58%
+44%
1) Sample includes hundreds of mobile display campaigns
Source: Goole: Insight Express Online & Mobile Norms, Nov’07 to Dec’09

103. Mobile Drives Response
Conversions Click Through Rate Cost Per Acquisition
+80% -15%
+43%
Separating out mobile campaigns from desktop drives
significant performance gains
Source: Google internal data,
10

104. The P&B Rule book
1. Make sure your activity is trackable
2. Use the right solutions for the objectives
ie clicks, impressions, video, data capture,
click to call etc
3. Mobile is not just search, its also
Networks, Publishers and carriers
4. Test, learn and implement
6. Buy effective prices not the cheapest

105. Thank you
@yodelmobile