1. Mobile browsing and application use is growing, especially among younger users, and will continue to grow rapidly with improvements in mobile technology and data plans. 2. Mobile devices have varying capabilities and operate differently than desktops due to their mobile nature. 3. Marketing Enablement has developed a framework and best practices for mobile direct marketing focused on the user experience for different mobile environments.

1. Mobile Direct Marketing
Scott M. Alexander
President
Marketing Enablement

2. Summary
1. Mobile browsing and application use is a growing segment of the mobile
industry. Currently, 7% of all mobile phone users access the internet
through their mobile device, with 15% of 18-24 year olds accessing. It is
forecast that by end of 2008, 18-24 yrs accessing the internet through
mobile devices will be above 40%.
2. Mobile devices in the mobile environment do not play by the same rules as
the desktop. This is not all due to the lack of standards, but due to the highly
varying needs of the mobile user.
3. The differing capabilities of low-end mobile phones, high-end smart phones,
and alternative devices also lead to a variable environment.
4. Marketing Enablement has developed a mobile develop framework and a
set of best practices focused on user access, information architecture,
content and design of mobile browsing applications.
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3. Food for Thought!
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2.8 billion wireless phones globally
84 million households in US own at least one phone
You can reach a wider audience than the billion computers globally
Mobile phones are growing faster (85% HH penetration by 2010) than
computers (79% HH penetration by 2010)
People carry their mobile phones every where they go and are depending
on them more and more for answering questions and accomplishing tasks
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Source: Wireless intelligence, 2007

4. Mobile Marketing Opportunities
Messaging
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SMS
MMS
Instant Messaging
Keywords & Short Codes
eMail
Mobile
Browsing &
Advertising
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Banner Ads
Text Links
Interstitials
Video Billboards
Search
Location Specific Ads
Local Search Display Ads
Mobile Sites
Applications
and Content
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Ring Tones
Audio
Video
Games
Live Broadcast TV
Ad Supported Content
Sponsorship
• Proprietary Applications
• Shared Widgets

5. Mobile Application Environment
•Widgets
•Ringtones
•Games
•Videos
•MSNBC Multi-media
•AdvantGo
•SprintTV
•T-Mobile
•Verizon
•AT&T
•Sprint
•eComm
•Yahoo! Go
•AOL MyMobile
•Sprint OnDemand
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•Mobile.company.com
•Company.com/mobile
•Company.mobi

6. Mobile Application Environment
Data Reliability – Present unless device lost
Interaction Flow – Good
Freshness of Data – Takes Effort
Interaction Richness – Good
Device Impact – Wide Delivery Across
“Feature Phones”
Data Reliability – Present unless lost
Interaction Flow – Excellent
Freshness of Data – Takes Effort
Interaction Richness – Rich
Device Impact – Limited to “Smart Phones”
App Native
App MultiPlatform
(Windows Mobile,
ARM,
Palm,Symbian,
UIQ, QT, Linux,
data sync)
(BREW, Java ME,
Flash Lite, SVG,
mojax)
Widgets
Web
Messaging
(xHTML Basic,
xHTML MP, WML,
iMode,
ECMAScript)
(SMS, MMS, IM,
picture)
Data Reliability – Could be delayed
Interaction Flow – Very slow
Freshness of Data – Good
Interaction Richness – Scarce
Device Impact – All support Texts, Wide
for Other messaging
Data Reliability – Only when data access
Interaction Flow – Slow
Freshness of Data – Excellent
Interaction Richness – Moderate
Device Impact – Wide Delivery for
xHTML, and narrow for script
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7. The Next Step is Multi-Model Strategies
Device applications
launch other device
applications
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Messaging
Mobile
Browsing &
Advertising
Opt-In Text Message
Initiates Download of
Application, or Text
Turns On Device
Application
Applications
and Content
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SMS
MMS
Instant Messaging
Keywords & Short Codes
eMail
Click of a Banner Ad
Opens a Site, starts a
download or triggers an
on-device application
Operational Text
Responses that include
a MMS link or
component
Banner Ads
Text Links
Interstitials
Video Billboards
Search
Location Specific Ads
Local Search Display Ads
Mobile Sites
Ring Tones
Audio
Video
Games
Live Broadcast TV
Ad Supported Content
Sponsorship
• Proprietary Applications
• Shared Widgets
User Enters Cellphone
Number into Desktop
and a SMS Text
Message is Sent with
Download Initiation

8. Update!!
What is Affecting the Tipping Point for Browsing
1.2
1
0.8
Tipping Point for SMS
0.6
0.4
Tipping Point: when
50% of 18-24yo
access the internet
through their phones
0.2
0
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
3G
Mobile Phone Sub. Index (2011 = 297m)
Users with Data Packages
Phones with Internet Feature
18 24 yo Users Accessing Internet
18-14 yo Using SMS
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9. Mobile Value Chain’s Many Links
3. Application
Providers (Mobile
ASPs and Discreet
Applications
Embracing Mobile and
Preparing for Growth
2. Mobile Phone
Developers (Better
Screens, New Form
Factors and Design)
1. Connections
(Wireless Carriers
and Aggregators)
4. Products and
Services (Brands,
Content Owners and
Agencies)
5. Media, Internet and
Retail Properties
(Retail BnM, eStores,
Social Networks)
Creative Thinking and
Use of Mobile 2.0
Interesting and Useful
Mobility Tools
Usability and Technology
Standardization
3G Coverage and
Lower Cost Data Plans
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10. Best Practice Development Considerations
Network
•Speed
•Wireless Carrier
•Quality
Marketing Enablement Framework
•Strategy
•Information Architecture
•Content
•Development
User Needs
•Research
•Commerce
•Price
Sensitivity
•Preferred
Device Class
Application
•Platform
•Reliability
•Interface
Device Capability
•Class
•Interfaces (I/O)
•Technology Platforms
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11. Select Handset Manufacturers and Devices
Class
Manufact
urer
Device
Rendering
Engine
App.
Platform
OS
Height
(in)
Width
(in)
Diagonal
(in)
Area
(sq in)
Stylus/Touch
Palm
Treo 755p
Blazer
Palm OS
Palm OS
Garnet
v5.4.9
1.74
1.74
2.5
3.1
Stylus/Touch
Apple
iPhone
Safari
Apple
Modified
MAC
3
2
3.5
6.1
Stylus/Touch
Sony
Ericsson
M600i
Opera 8
Symbian
2.55
3.25
Stylus/Touch
Cingular
8525
JAVA ME
Windows
Mobile
2.8
3.9
Scroll and
Select
Nokia
N95
S60 3rd
Edition
Symbian
9.2
2.6
3.4
Scroll and
Select
RIM
BlackBerry
Curve 8320
JAVA
BlackBerry
OS 4.2.2
2.5
3.1
Scroll and
Select
LG
VX8350
Mobile
Browser
BREW
n/a
1.2
.72
Scroll and
Select
Motorola
Rizr Z3
Openwave
BREW
n/a
1.9
1.8
S60 Browser
Many Different Variables
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12. December 2007 Research: UK iPhone Users
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60% of Q2 Europe iPhone customers in the UK were sending or receiving
more than 25MB of data a month. This is equivalent to:
– 7,500 emails without attachments
– 25 Youtube Videos
– 1,250 mobile web pages
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Less than 2% of other Q2 Europe customers (those not using the iPhone)
are using more than 25 megs.
It was found that it is not necessarily the network that causes more or less
data use, but the device itself. For example, The Nokia N95 runs on a 3G
network but has much less data usage than the iPhone on a 2G network
(Though the iPhone also runs on Wi-Fi which is faster than 3G). The N95
has a smaller screen size (2.6 inch diagonal) than the iPhone (3.7 inch
diagonal) 42% bigger.
iPhone
Effect
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13. Mobile Site Creation Solution Framework
Creating Mobile
Site based on
Desktop site
Creating Mobile
Site Only, no
Desktop site
exists
IA
Create Site Map
Strategy
Wireframes
Determine
Segments &
User Goals
Determine
which content
on existing site
can be used
GAP Analysis
Perform
Competitive
Analysis
Determine
which users
goal are most
important
Determine User
Access
Determine
Class and
Device, Needs
Develop
Workflow
Develop
Business
Requirements
Content
Development
Develop new
content for site
Develop
applications for
site
Design & Development
Hard Launch
Soft Launch
Quality Control
Differences from Desktop
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Develop
Creative