Doug Rozen of Carlson Marketing Worldwide presents the results of a new segment study. Consumer readiness, behaviors and user experience expectations are shared at the recent Mobile March mobile event in Minneapolis on March 27th, 2010.

1. Bringing the Different mobile Users to Life Carlson Marketing’s Mobile Segmentation Study 27 March, 2010 Douglas Rozen SVP, Global Lead – Creative, Interactive, Media & Mobile Edrozen@carlson.com P + 1 763 212 4449 W www.CarlsonMarketing.com T @dougs_digs © 2009. Carlson Marketing Worldwide. All rights reserved.

2. Bringing the different mobile users to life How? By creating a master segmentation to answer: Who uses mobile and how Who responds to what marketing Why? Know who to target with what message to attract the best response Understand the expectations (and limitations) of the end user And, to cut-off at the pass the insistent need for an iPhoneapp first 2 © 2009. Carlson Marketing Worldwide. All rights reserved.

3. 3 We Are The Relationship Building COMPANY © 2009. Carlson Marketing Worldwide. All rights reserved.

4. Doing it for 70 years AUTO AIRLINE FINANCIAL SERVICES TECH & TELCO RETAIL CPG TRAVEL & HOSPITALITY 4 © 2009. Carlson Marketing Worldwide. All rights reserved.

5. Life is not fair We know some relationships are more important than others + ATTITUDES BEHAVIORS BUILD THE RELATIONSHIPS THAT ADD THE MOST VALUE BY UNDERSTANDING WHAT DRIVES EACH PERSON 5 © 2009. Carlson Marketing Worldwide. All rights reserved.

7. Methodology Developed hypotheses on mobile usage habits & technology adoption Substantiated via 3rd party data sources, including: Forrester Technographics comScore’smMetrics MRI Conducted a series of week-long ethnographies Created behaviorally-driven personas Confirmed personas against 3rd party data sources 7 © 2009. Carlson Marketing Worldwide. All rights reserved.

8. Mobile Usage Continuum Primary hypothesis: As consumers engage in mobile activities more frequently, usage progresses from voice only to than include messaging, browsing, and downloading 8 talking Messaging browsing downloading © 2009. Carlson Marketing Worldwide. All rights reserved.

9. The Mobile Usage Personas 9 14% 32% 11% 16% Has a mobile phone but uses it for voice services only Address book most used function. Regularly text/emails but rarely uses internet No Mobile Phone. Has a land line which he uses for all calls Occasionally uses SMS and reads/send email. Rarely or Never browses or downloads 11% 5% 5% 6% Uses all of the features of the phone for fun, whether SMS taking pics or games Moderate browser & messaging. Not likely to use all of features on their fully loaded phone Heavy SMS, occasional browser. Mobile serves as an “away from the office” alternative to PC Heavy user of mobile internet, messaging, most likely to receive offers & promotions via mobile Note: Segments are not mutually exclusive © 2009. Carlson Marketing Worldwide. All rights reserved.

11. Educated, works full-time in human resources

12. Spending time with her family is her top priority

13. Very social, has a large network, likes to do fun and exciting things, involved in the community

15. She regularly texts but rarely uses the Internet on her phone

16. Does not have a land line and uses her cell phone for all of her calls (which is many)

17. Does not want to receive offers or advertisements on her cell phone

18. Wants phone that she has to reflect her personal style

20. Purchased phone online

21. Uses social networking as another way to connect with family and friends

22. Media Profile:

23. Photobucket.com, Facebook, Monster.com, MySpace, Yahoo!

24. Life & Style Weekly, In Touch, Marie Claire, Elle, Lucky, Cosmo

26. Thinks that the mobile Internet is too expensive & websites take too long to load

27. Enjoys shopping, but is always looking for the best deal

28. Is an impulse shopper, likes to have the hot items

29. Is fairly brand loyal, once she finds a brand she likes she sticks with it

30. Likes technology because it helps her to simplify her life, stay connected and in the know© 2009. Carlson Marketing Worldwide. All rights reserved.

33. Emergency Alerts

34. News Alerts

35. SMS Surveys

36. Text-to-Vote

37. SMS Coupons

39. Mobile Search

41. Web pushes

42. Branded Wallpaper

43. QR Codes offline for exclusive brand/product info© 2009. Carlson Marketing Worldwide. All rights reserved.

44. The Mobile Usage Personas 12 Note: Segments are not mutually exclusive © 2009. Carlson Marketing Worldwide. All rights reserved.

46. Post grad degree, employed full-time in tech sales, very career oriented but still likes to have fun and be entertained

47. Likes to stay fit and lead a healthy lifestyle

49. Willing to pay extra for products with the newest technology

50. Does not have land line, uses cell phone for all calls

51. Has an Apple iPhone with everything plan from AT&T. Work pays for cell phone bill

52. Frequently downloads apps, watches videos and surfs the net on his phone

54. Very likely to use phone to receive coupons or promotions

55. Watches live video, sports on phone.

56. Media habits:

57. iTunes, Flickr, CNET, wsj.com, ESPN.com, Facebook

58. GQ, Game Informer, Fortune, Maxim, Men’s Fitness, SI

60. Prides himself on being the 1st to have new technology and being the go-to person for friends

61. Up-to-date on the latest and greatest apps, upgrades and other new and trendy ways to use phone

62. Likes to impress people with his lifestyle, the mobile phone is a part of identity

63. Always looking for next best device, replaces outdated technology yearly

64. Technology is fully integrated into his life© 2009. Carlson Marketing Worldwide. All rights reserved.

66. Provide a fully immersive handheld connection to brands and content

68. MMS Sweepstakes

70. Mobile Banner Ads

71. Mobile Video

72. Mobile Search

73. Click to Call

75. Applications

76. Mobile Ticketing

77. Mobile Payments

78. Ringtones

79. Wallpapers/Themes© 2009. Carlson Marketing Worldwide. All rights reserved.

80. The Mobile Usage Personas 15 Device of choice (illustrative) Pink Motorola Sidekick No mobile, only a land line Old-school flip phone Out of date Nokia phone iPhone, not the newest model Palm Pre / HTC Touch iPhone 3G S Work: Blackberry; Personal: LG © 2009. Carlson Marketing Worldwide. All rights reserved.

81. 16 Never to Very Rarely Rarely to Infrequently The Mobile Usage Personas Occasionally to Regularly Moderate Technology Adoption Very Frequently © 2009. Carlson Marketing Worldwide. All rights reserved.

82. The Mobile Usage Personas 17 In-going hypothesis confirmed: As mobile usage increases, so to does consumer adoption and the use of additional functions and features © 2009. Carlson Marketing Worldwide. All rights reserved.

83. The Mobile Usage Personas 18 Yet, the most tech-savvy users are using the phone less as a phone to connect through voice © 2009. Carlson Marketing Worldwide. All rights reserved.

85. 20 © 2009. Carlson Marketing Worldwide. All rights reserved.

86. Douglas Rozen SVP, Global Lead – Creative, Interactive, Media & Mobile Edrozen@carlson.com P + 1 763 212 4449 W www.CarlsonMarketing.com T @dougs_digs © 2009. Carlson Marketing Worldwide. All rights reserved.