Learn what makes mobile marketing and mobile websites so complicated, and what you can do for it in your planning phases.

1. MobileMarketing ChannelHurdles Sydney, 2011 By: Cindy Krum, Mobile Moxie @MobileMoxie on Twitter

2. Mobile is FANTASTIC! But that doesn’t mean it is always easy! You have to: Be Flexible & Adaptable Measure & Test Pay Attention to Trends & Technology Think Outside of the Box

3. Overview: Why is Mobile so Hard? Lots of Variables Make it hard to predict how things will need to work Things that are Potentially Different: Infrastructure Web Rendering Screen Sizes Changing Screen Orientation Input Mechanisms Operating Systems Browsers Load Speed Data Charges Regional Expectations Tracking is Hard User Education

4. Start with the Basics:What is ‘Mobile’? I get this questions A LOT The Answer Changes as the Tech Changes I DON’T Consider Tablets ‘Mobile’

5. What is a Smart Phone? This definition is also changing Used to be Anything that could Access Web and Email Now, it is usually anything with a True Web Browser or Touch Screen If it is not a ‘Smart Phone’ it is a ‘Feature Phone’ Feature Phones were marketed based on Features Like Camera or Pre-Loaded Apps

6. Different Infrastructure Different Country's Have Different Norms for: Pre-Pay vs. Post-Pay Phone Ownership vs. Subsidized Leasing Single SIM vs. Multi-SIM Data Consumption, Roaming & SMS Charges 3G or W-CDMA (Japan) vs. GSM/EDGE

7. Different Web Rendering

8. Different Screen Sizes 8

9. Changing Orientations

10. Different Input Mechanisms Number Selection Thumb-Scroll Scroll-Wheel Roller-Mouse Stylus Touch Screen

11. Different Operating Systems iOS Linux Android Palm OS Symbian OS Windows Mobile RIM (BlackBerry)

13. Australia SmartPhone OS

15. Different Browsers

16. Different Load Speed

17. Different Load Speed(Even Over WiFi)

18. Bad Connections & Wimpy Networks

20. Data Charges 20

21. Data Charges

22. Data Charges

23. Regional Expectations Japan – View Mobile as Separate and Different from Computer USA – Charged for In-Coming Text Messages BRIC– Feature Phones Still Prominent (Brazil, Russia, India and China) Developing – Only Access to Computer, Internet, Phone, TV Developed – Supplementary Access to Computer, Internet, Phone, TV

24. Tracking is Hard Mobile Marketing has MORE types of Conversion to track In-Store Purchases App Downloads Map Visits Calls These Must be Integrated with Normal Web Tracking Normal Web Tracking Does Not Always Work

25. Users Are the Biggest Challenge User Education Lags Easily Confuses Unforgiving Lack of Fundamental Understanding On and Offline Apps vs. Web OS vs. Browser 25

26. Cindy Krum CEO & Founder Cindy@MobileMoxie.com IM/Skype/Twitter: Suzzicks Follow @MobileMoxie 720-231-7277 www.MobileMoxie.com