The document summarizes a presentation about integrating mobile apps into business and marketing strategies. It discusses how mobile apps can be used in various industries like retail, advertising, entertainment, social media, banking, healthcare, and fundraising. Examples are given of innovative mobile apps for tasks like shopping, advertising, gaming, social networking, searching, banking and charitable donations. The presentation concludes that mobile users expect engaging apps and businesses should provide mobile content and apps to connect with customers.

1. Integrating Mobile Apps into Business and Marketing Strategy Presented By Jody Haneke, President Haneke Design AMA Tampa Bay. December 10, 2009

2. Agenda Introduction Overview of Mobile Marketing A brief history Today’s Mobile Marketing Toolkit Integrating Mobile Apps Conclusion

3. Introduction Haneke Design Interactive Design Agency Founded in 2002 Mobile User Experience Design Clients include: Advertising Agencies Consumer Brand and Retailers Technology Providers

4. Overview of Mobile Marketing Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network. MMA (Mobile Marketing Association) Revised Definition November 17, 2009

5. Overview of Mobile Marketing The seven mass media in order of their introduction are: Print from the late 1400s Recordings from the late 1800s Cinema from about 1900 Radio from about 1910 Television from about 1950 Internet from about 1990 Mobile phones from about 2000

6. A Brief History 1990’s User Customization Ringtones Wallpapers Carriers sold content through their WAP Deck Licensed branded

7. A Brief History 2000 – Present Day SMS/MMS Campaigns Mobile Couponing Sweepstakes IVR (Interactive Voice Response)

8. Today’s Mobile Marketing Toolkit Messaging Solutions Mobile Applications iPhone Android Palm Blackberry

9. Integrating Mobile Apps > Retail Retail : Situation Summary Some 19% of Americans will use their mobile devices for shopping this holiday season For young consumers: 39% of those 18 to 29 say they’ll use their phones to: Find store locations Obtain coupons and sales information Research products and prices One-quarter of all who plan to use their phones to shop will actually make the purchase on their device (Jayne O’Donnell, USA Today, When Shopping, they’ll phone it in.)

10. Integrating Mobile Apps > Retail Retail : Mobile Innovations Red Laser iPhone Application Automatically detects a barcode on consumer goods using the iPhone built-in camera Searches Amazon and Google Product Search for the top online prices for that item

11. Integrating Mobile Apps > Retail Retail : Mobile Innovations The eBay iPhone app has driven over $400 million in volume for eBay Amazon Mobile allows user to use existing Amazon account to purchase items and manage their account Allows the mobile user to access features such as: Wish lists Payment and shipping settings Order history

12. Integrating Mobile Apps > Retail Retail : Conclusions Embrace the mobile user by providing mobile web content and applications Create messaging programs that drive interest in new products with additional information provided through mobile web experiences Provide outstanding customer services at retail locations Consumers are looking for information and assistance in their buying decisions

13. Integrating Mobile Apps > Advertising Advertising ; Situation Summary Mobile advertising, simply stated, refers to the practice of placing a marketing message or a call- to-action within any of the many media paths of the mobile channel. The total number of mobile web users grew past the total number of desktop computer based internet users for the first time in 2008 (source: International Telecommunications Union, Oct 2009)

14. Integrating Mobile Apps > Advertising Advertising : Mobile Innovations Google Acquires AdMob For $750 Million AdMob is a mobile advertising marketplace that connects advertisers with mobile publishers AdMob recently launched a new product AdMonitor Shows live data of who is viewing mobile ads around the world The product is a mashup with Google Maps Provides stats like what phone people are using and what network they are with

15. Integrating Mobile Apps > Advertising Advertising : Mobile Innovations

16. Integrating Mobile Apps > Advertising Advertising : Mobile Innovations Branded Apps in mobile advertising Offer special promotions Drive customer loyalty programs Many television shows have created branded apps such as: American idol Food network Discovery channel In-application advertising possible with this model Example: Williams Sonoma advertising within the Food Network application. Advertising could be informational video content. Advertorial approach.

17. Integrating Mobile Apps > Advertising Advertising : Conclusions Mobile advertising should be considered a key part of an overall marketing plan. There are many types of mobile advertising possibilities. Be sure to capitalize on all the available analytics and tracking that can be provided.

18. Integrating Mobile Apps > Entertainment Entertainment : Situation Overview Advergaming is the practice of using video games to advertise a product, organization or viewpoint. The term "advergames" was coined in January 2000 by Anthony Giallourakis, It has been applied to various free online games commissioned by major companies. http://en.wikipedia.org/wiki/Advergaming

19. Integrating Mobile Apps > Entertainment Entertainment : Mobile Innovations AdAge today: "Volkswagen of America is launching the newest-generation GTI exclusively on an iPhone app.” The entire launch budget for the new model is estimated $500K instead of the customary $60M Reskinned Racing Game. (Real Racing is currently in the top 10 racing games in the app store.) “ Winners Circle" goes to the leader-board website (apparently, VW is giving away six cars to best players). Select and drive the car. "Find a Dealer" (http://adverlab.blogspot.com/2009/10/vw-to-launch-new-model-with-iphone.html)

20. Integrating Mobile Apps > Entertainment Entertainment : Mobile Innovations Reebok iSprint Run the 100m using your fingers Global scoring system to see how you rate internationally Two player Bluetooth head-to-head mode After each race a geo targeted, full-screen ad displays Ad provides offers and additional product content

21. Integrating Mobile Apps > Entertainment Entertainment : Conclusions Innovation is key The Apple iPhone is an enjoyable, fun device Users want to engage with apps that have entertainment value Sky is the limit as far as ideas for brands and agencies

22. Integrating Mobile Apps > Social Networking Social Networking : Situation Summary There are more than 65 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users. There are more than 180 mobile operators in 60 countries working to deploy and promote Facebook mobile products (http://www.facebook.com/press/info.php?statistics)

23. Integrating Mobile Apps > Social Networking Social Networking : Mobile Innovations Latest version of Facebook iPhone application allows for things like video uploads. TweetDeck for iPhone provides the ability to view and update Twitter and Facebook accounts, direct from your iPhone. Geolocation allows you to create columns from tweets in your immediate area Sync existing TweetDeck columns between your desktop and iPhone.

24. Integrating Mobile Apps > Social Networking Social Networking : Conclusions Engage in social networking in order to have a dialog with the mobile user

25. Integrating Mobile Apps > Wall Street Wall Street : Situation Summary Mad Money’s Mobile Internet Index “ Buy the stocks in his Mobile Internet Index, which he thinks are poised for “titanic multiyear gains.” (Tom Brennan, http://www.cnbc.com/id/32375663)

26. Integrating Mobile Apps > Wall Street Wall Street: Mobile Innovations Google Apple Research in Motion Palm ADC Telecom Starent Networks Cisco Systems Ciena Tellabs Tekelec Commscope Qualcomm Broadcom RF Micro Devices Skyworks Solutions On Semiconductor Cypress Semi Tessera Tech SanDisk NetLogic Xilinix

27. Integrating Mobile Apps > Wall Street Wall Street : Conclusions Your clients and the businesses you work with are paying attention to mobile Advertising and media budgets are increasing for mobile

28. Integrating Mobile Apps > Online Search Online Search : Situation Overview Web searching easier with devices such as the iPhone The mobile user, in many cases, is searching for geo-targeted things

29. Integrating Mobile Apps > Online Search Online Search : Mobile Innovations Google Maps for iPhone Yelp for iPhone Search for businesses near you using the iPhone’s built-in location finder Browse reviews Quick links to bars, cafes, restaurants, banks, gas and service stations, and drugstores Quick list of nearby “Hot on Yelp” businesses Look up addresses and phone numbers Detailed list of information by tapping the image of the particular business Narrow Searches by neighborhood, distance, price, and what’s open now

30. Integrating Mobile Apps > Online Search Online Search : Conclusions Mobile users are searching from their web browser as well as other 3rd party applications to find what they are looking for. Look for Google to increase intelligence with mobile search.

31. Integrating Mobile Apps > Healthcare Healthcare : Situation Summary Survey: 63% of physicians with smartphones use apps (MDSearch)

32. Integrating Mobile Apps > Healthcare Healthcare : Mobile Innovation Epocrates Inc., one of the big publishers of mobile electronic medical guides, estimates that 10% of physicians in the U.S. are actively using some version of Epocrates’ software for the iPhone. (Nick Wingfield, WSJ Blogs, Recommended by One in Ten Doctors: the iPhone)

33. Integrating Mobile Apps > Healthcare Healthcare : Conclusions Physicians, who are notoriously slow to jump on new technology, are using mobile applications. If this is a target audience, understand that the adoption rate is growing and that mobile can be a powerful tool to connect with this audience.

34. Integrating Mobile Apps > B2B Commerce B2B Commerce : Situation Overview Mobile UI (Web) and Applications are part of the evolving B2B Website Some B2B Customers may want to transact of their own schedule. (Brian Walker, Forrester Research, Key Trends in B2B eCommerce)

35. Integrating Mobile Apps > B2B Commerce B2B Commerce : Mobile Innovations Mobile solutions help to improve customer self-service Messaging allows for personalized alerts Mobile websites provide access to order information A user can use a mobile application to: Check order status from the manufacturer Notifications about shipping Engage with customer service rep. via mobile chat Browse FAQs and product forums

36. Integrating Mobile Apps > B2B Commerce B2B Commerce : Conclusions Mobile B2B Commerce applications will become part of the overall customer experience As marketers we need to identify the areas of where we can engage the customer to drive business opportunity

37. Integrating Mobile Apps > Banking Banking : Situation Summary Jennifer Vos, director of Citi Mobile, Citibank's new mobile banking service, said that one-third of current Citi customers have input mobile phone numbers into the bank's alert system USAA bank iPhone app processes $1.5 million in check deposits since Tuesday (moCo News http://moconews.net/article/419-1.5-million-in-checks-deposited-via-iphone-app-in-first-three-days/)

38. Integrating Mobile Apps > Banking Banking : Mobile Innovations USAA iPhone Application Manage Finances ATM Locator Loan Calculator Accident Assistance Deposit@Mobile allows user to make deposits by taking photos of both sides of a check Installed nearly 150,000 times (Aug 09, 3 Days Post Launch) BlackBerry, Palm Pre and Google version in the works

39. Integrating Mobile Apps > Banking Banking : Conclusions Create apps that take full advantage of built-in functionality. For those of us with banking and financial services clients, consider mobile for 2010 initiatives.

40. Integrating Mobile Apps > Fundraising Fundraising : Situation Summary “ When the economy was this rotten in the early 1970s, charitable giving fell more than 9%, adjusted for inflation. Experts believe something like that will occur in this recession too.” (Dan Kadlec, Time Inc, Nonprofit Squeeze: Donations Down, Volunteers Up)

41. Integrating Mobile Apps > Fundraising Fundraising : Mobile Innovation Breast Cancer Awareness iPhone Applications Mobile Giving Foundation

42. Integrating Mobile Apps > Fundraising Fundraising : Conclusions In these challenging times, find ways to innovate on behalf of your non-profit clients.

43. Integrating Mobile Apps into Business and Marketing Strategy Presented By Jody Haneke, President Haneke Design AMA Tampa Bay. December 10, 2009 Give now to America’s Second Harvest of Tampa Bay! TXT the keyword HUNGER to 50555 to donate $5!