Here are a few key ways to maximize the success of your mobile properties and presence: 1. Drive engagement and usage. Run campaigns and promotions to encourage users to regularly interact with your mobile apps and sites. Gamification, push notifications, and in-app rewards can help boost engagement. 2. Improve the user experience. Make sure your mobile offerings are fast, intuitive to use, and add value for users. Test and refine the UX based on usage data and feedback. A great experience will lead to higher retention and satisfaction. 3. Leverage location and context. Use geofencing, beacons, and other location tools to deliver timely, hyperlocal content and offers to users. The more contextually

2. 10 rules for leveraging the mobile
channel

3. About Golden Gekko
Who we are and what we do.
3

4. About Us
Cross platform specialists since 2005
Team of 130+ people across 5 countries
+400 apps in the past 12 months
+ + +
Your business is here… And Here And also
here… too… here.
4

5. About Us
More than 200 brands and agencies have put their trust in us.
5

6. Portfolio
GAP Technical architecture and development of
mobile apps for launch in 2010
6

7. Portfolio
Mango MNG
for iPad & iPhone
Look, Style, Shop.
300.000+ iPhone downloads first three months
For Mango and in collaboration with Vasava.
Features
Updates on collection and new releases
Peek previews on new arrivals
Browse the Mango collections
Mix & Match - Dress up a doll or yourself
by taking a picture of you then drag & drop
clothes onto your body.
You can rotate and resize the clothes
Share your image via email
Add items to wish list to save favorites
Exclusive discounts and promotions
Add items to shopping basket and buy
Store locator
Social sharing on Facebook or via email
7

8. Portfolio
O2 Priority
Moments
Priority Moments is a clever
new mobile service just for
O2 customers.
It brings you great nearby offers and
experiences exclusive to O2, with a
handful picked from the best already
in the market - from some of the UK‟s
most well-loved brands.
Launched in July 2011.
8

9. Portfolio
VW Passat Mobile Web
9

10. 10 rules for leveraging
the mobile channel
10

11. 10 rules for leveraging
the mobile channel
1. What do you want to achieve?
2. Get the whole picture
3. Be relevant
4. Be yourself
5. Pick the right platforms
6. Usability
7. Ubiquity
8. Uniquely Personal
9. Mocial
10. Don‟t hide the app
11

12. 1. What do you
want to achieve?
Examples...
Mobile app as part of a branding strategy to
help position the make
A tool to raise awareness of an upcoming
release or the launch of a new brand
Create a new sales channel to reach
customers and drive sales
Mobile app as an extension for an existing
service
Drive footfall to a brick and mortar store
Engage customers at the POS and enhance
the in-store shopping experience
12

13. 2. Get the whole
picture
Mobile isn‟t standalone
Interlink between channels.
Let channels “play” with each other, the more
interaction, the more engaged the customer
Cross-promote throughout all channels.
Use NFC, QR Codes or links to connect mobile with
OOH Media, Print or TV and vice versa. Create and
benefit from synergies
13

14. 3. Be relevant
Follow the user‟s journey and
detect potential touchpoints.
Fit the audience
Provide a reason to download your app
Exclusive content
Discounts
An app needs to be maintained
Take advantage of updates
14

15. 4. Be yourself
Don‟t chase the latest buzz
just to be cool
Work from your values, your positioning
and your message
Create a logical connection between the
app and its functionalities.
15

16. 5. Pick the right
platforms
Not everyone has an iPhone or an
Android. Not even a smartphone.
The audience will tell you everything you
need to know
Get the basics right (so yes to a mobile site)
16

17. 6. Usability
Make people love your mobile
presence.
Mobile is not Online. It‟s not just another
digital screen
Smaller screen. Longer loading times
User journey needs to be well thought out
Transaction need to be simple, yet secure
Navigation through voice- recognition
should be taken into account
17

18. 7. Ubiquity
Mobile goes everywhere
Take advantage of “anytime, anywhere”
The bridge between the individual and
everything around them, virtual or real
Create time pressure to boost mobile sales
18

19. 8. Uniquely Personal
Respect the user‟s choice
Never assume that the user wants to be
open with you
Users are willing to share information, but
on their terms
Ask permission. Always take the opt-in route
Reward them for joining in
19

20. 9. Mocial
Mobile is inherently social
Most users are logged into Facebook
Create fast login/ sign up through social
networks
Enable and encourage sharing
Provide content that encourages sharing
Let your fans do the publicity
20

21. 10. Make your mobile
services easy to find
Mobile apps and websites don‟t
market themselves
If no one knows you have a mobile
presence, no one will download your app or
access your mobile web
Promote mobile through other channels
Make mobile part of „The Marketing Plan‟
Give incentives for downloading your app
and promote them
21

22. Miguel Banuelos
Director of Accounts
email mb@goldengekko.com
mobile +1 917 972 1985

24. FROM MULTI-
CHANNEL TO
OMNI
CHANNEL
June 23, 2011

25. 2010: 6 Devices/ Person
Tablet
Smartphone
Gaming
Desktop Console
Connected TV
Blu-Ray

26. 1 Trillion Connected Devices by 2014
?
2000 2010
Year

27. 147 Connected Devices per Person
Toys Air Conditioner Washing Machine
eReaders Subway Map Blood pressure monitor
Railway Schedule Alarm Clocks Car Radio
Tablet
Subway Map Smartphone Remote Control
Product Sensor POS Display
Supply Chain
Desktop Gaming
Inventory Systems Console
Cameras Cash Register Bus Stop Car GPS
Connected TV
Baby Monitor
Blu-Ray Store Kisok Dressing Room
Watches Scale
Dog Collars Postal Trucks Mall Directory
Radios
Power Outlet Bus Stop Concert Turnstile Trains Biometric Devices
Running Shoes Toll Booth Delivery Vehicle Treadmill

28. Consumers Control the Context
Tablet Remote Control
Smartphone
Product Sensor POS Display
Supply Chain Desktop Gaming
Console
Inventory Systems
Car GPS
Cash Register
Product Scanners
Blu-Ray
Store Kisok Dressing Room
Mall Directory

29. Consumers Control the Context
Tablet
Smartphone
POS Display
Inventory Systems
Cash Register
Product Scanners
Store Kisok Dressing Room
Mall Directory

30. Consumers Control the Context
Tablet
Smartphone
POS Display
Bus Stop
Car Radio
Inventory Systems
Airline
Cash Register
Entertainment Refrigerator
Product Scanners
eReader
Store Kisok Dressing Room
Running Shoes
Mall Directory

31. IT Team Project Plan and Release Schedule
Q1 Q2 Q3 Q4 2013+
iPad App
Affiliate #1
Integration Update
Kindle Store
Affiliate #2 Integration
Update (Postponed)
Xbox Porting
Affiliate #3
Integration Update

32. The world wants your digital resources…

33. …but making the world happy can require long, costly
integration projects.

34. Mashery is a secure, flexible platform for granting access to
digital resources through an API.
• Affiliates & resellers
• Distributors
• Co-branded mobile
apps & products
• Mobile apps
• Web features
• Enterprise apps
• Long tail partner apps
• Proofs of concept
• New ideas

35. APIs in Action

36. Best Buy‟s Mashery API saves millions of dollars in
development and powers hundreds of affiliates
New web
features & 100s of affiliate
mobile apps partners
product info
commerce
store info
store inventory
reviews
timely offers
mobile upgrade
“The API save us over $1.5 million and many months when
deploying new features and partnerships.”
Kumar Kandaswamy, Director, Best Buy

37. APIs in Action

38. Expedia‟s Mashery API drives $1.5 billion in affiliate revenue
from 3,600+ strategic partners.
3,600+ affiliates
travel inventory
bookings
photos
search
user reviews
20 languages
“Platforms are the new products.”
Benoit Jolin, VP Product Management, Expedia

39. Mashery helped USA TODAY deploy #1 iPad, Kindle Fire news
apps and get on millions of devices with partners.
Mobile apps on millions
700+ distributors
of devices
new articles
census data
photos
movie reviews
book lists Hackathons & app
sports salaries contests
“Our Mashery-powered API is a platform for being wherever
customers want our content.”
Erik Bursch, Director of Operations, Content Systems, USA TODAY

40. APIs for Channel Integration

41. At Comcast, it used to take 6 to 8 months to share resources
between internal groups. Now? 30 minutes.
New apps with CodeBig
3,600+ affiliates
advanced viewing integration platform
features
TV programs
movies
subscriber info
channel info
listings
cable box info
“With Mashery, we can scale.”
Agustin Schapira, Principal Architect, Comcast

42. Mashery has successfully launched internal, partner (B2B),
and public APIs for over 150 enterprises.
Channel 4
42

43. Parting Thoughts
“ Don’t think APIs. Think billions of dollars of
money sloshing through obscure programming
methods.
What's Fueling The API Gold Rush
-Dan Woods, Forbes “

44. Thank You
Mashery Confidential www.mashery.com

46. ACTIVATING THE “CONTEXT”
IN
CONTEXTUAL COMMERCE
An Overview from mBlox
for Retail Masterclass

47. Contextual Commerce
• Definition
– A monetization practice where the content
environment pre-qualifies the end-user as being
more likely to purchase a product or service
• Benefits
– Offers high density of prospects…low waste
– Can be much more efficient
– Offers consumer insight and a meaningful
foundation for brand engagement

48. Mobile‟s Role in Contextual Commerce
• Uniquely capable of realizing relevance with
the consumer
– Mobile device is the “lifestyle remote control”
– Capable of robust, brand-to-one connectivity
– Adds dimension to the “context” of message
consumption
• Making mobile more “relevant” for the brand
– Break through the clutter
– Access: 44% of all media consumed out-of-home
• Creates a “proximity to the consumptive decision”
– Builds greater understanding of consumer behavior

49. Putting Mobile‟s Relevance in Motion
• Nearly 95% of sms messages are read
– 70% in less than five minutes from receipt
– Achieves greater sales lift, sales velocity and campaign
efficiencies
• Mobile coupons deliver superior redemption rates
– Not uncommon to achieve 30-40% redemption
– 10-times direct mail or newspapers
– 3-times online coupons
• Contextual commerce conversion comparisons:
– TV: .01% to .5%
– Web: .5% to 1.5%
– Mobile: 5% to 10%

50. Understanding the Challenges
• Key indicators show Mobile‟s Brand-to-One
connectivity is NOT being taken advantage of…
– Average life span for an app is between 5 and 28 days
– According to industry sources, 90% of all apps are opened
only once
– The “engagement variable” of the % of downloaded apps that
are “active” is somewhere between 5% and 10%
• When was the last time any brand was happy with
being “relevant” to only 10% of the once-engaged
customers?
• Can we set the bar any lower????

51. Mobile‟s Opportunity within Retail
• Capitalize on Mobile‟s unique ability of greater
contextual intelligence
– Mobile can target demographics, psychographics, and even
geographic proximity…
• Target and Refine
– Can trigger by geo, by time…
– Can “wipe” whatever is pushed out…
– Control the channel of content delivery…limit taxation of data
plan and battery charge…
• Deliver…
– Meaningful, Sustainable, Monetizable Relationships
– Importance of strategy and analytics
• Realizing Near-Real-Time Relevance

52. Mobile and the Retail Vertical
• Be Relevant
– Data/analytics key to maintaining a meaningful consumer
relationship
– “Value” is the ultimate currency in establishing consumer relevance
• Be a brand…Act like one…
– Reinforce all brand properties…not just sales/deals
• Activate “Context
– Not just who the target is…and what the message is…BUT where
they are, where they have been, and where likely to go…
– Deals and offers need to be relevant
– Use Lat/Long/ Radius…even Lat/Long/Radii…
• Push can be Powerful
– Richest of content can be distributed through controlled wifi
channel
– Major “rich” events can be pre-loaded on the app for friction-less,
ubiquitous viewing when launched by time/geo trigger…
• Make the Consumer feel Special

53. Critical to Remember
• Goal
– Getting the consumer to transact is not the goal…
– The goal is getting the consumer to transact…AGAIN
• POS versus POC
– Point of Sale is important, but do not get caught up in the
technology…it is the value that is critical
– POC is even more important…Point of Consumer…get them
when they are near…
• The Road to Relevance
– Lifestyle pertinence is the ultimate portal to connectivity
– Value can morph a connection into an engagement
– Offering Value with Frequency…and engagement can build to
trust
• The Right Mobile Strategy Takes You There

54. mBlox: Powering Mobile Commerce
• Core business of mobile messaging and payments
– Sits between the transacting brand and the consumer 5
billion times annually
• mCommerce innovation suite dedicated to next-
generation engagement
– Hyper-local behavioral intelligence offers “context on
steroids:”
• not just who you are and where you are…but where you
have been…
– Heightened handset functionality
• Rich content push, campaign targeting and management

55. Rio Launched 20th May 2011 on Android
and
October 1st 2011 on iPhone / iPad

56. The Brief
• Give Rio fans around the world access to exclusive
content
• Deliver content to fans for free; control download of
rich data through WIFI channels
• Build two-way communication between Rio & his fans
• Develop mobile as a retail channel
• Enable social engagement
• Create a marketing community

57. In-App stats – demonstrates
high social engagement
• Average views per video clip is over 4
– Can be as high as 7-plus
• Most devices watching new video releases
• Average view length approaches 1:00
• Now over 100,000 downloads
• Active downloads near 50% of total universe
And we know each individual
response and can communicate on a
region, country, city, town or person
basis

58. Summary
• Retailers should consider not just the content…but the
context…for maximum return
– Relevant messaging commands greater engagement
– Heightened contextual intelligence offers best chance for
ROI…with emphasis on the “Return”
• Lift in sales, redemption, average ticket price…
• Impact on sales window with velocity of mobile…
• Campaign refinement is an ongoing opportunity
– Mobile events are measured in clicks and views with lat/long
attached…valuable data…
• The goal: Real-Time Relevance with your audience

59. THANK YOU!
David.Williams@mblox.com
#mbloxglobal

62. 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

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

64. 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 of
Mobile strategy
mobile
What is the most
What is the How can we
effective way of
mobile activity maximize
delivering the
achieving? Mobile‟s
strategy?
effectiveness?
Campaign Mobile
Mobile delivery
evaluation development

65. Maximising Mobile Success
Mobilizing existing activities Activate Mobile Marketing
ATL advertising Mobile Search
Fixedline search Display Advertising activity
Instore/promo material SMS/MMS marketing
Existing CRM HTML5 mobile Activity
Email marketing Mobile video/prerole
Fixedline Display/Behavioral Appstore/marketplace presence
Sponsorships Mobile SEO
TV Advertising Carrier partnerships
Website Mobile email marketing
Partnerships
VOD

66. Key tools for maximising success
Effective
Tracking Creativity Planning
and Buying

67. Effective tracking

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

69. The advantages of YSDK
Fully
trackable Plan on
through to virtual cost
conversions per
iOS and
acquisition
Android
In app event Conversion
reporting attribution of
web to app
and app to
web

70. Mobile Creative

71. 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

72. Multi Banner HTML5 Expandable

73. Multi Banner HTML5 Expandable

74. Multi Banner HTML5
Expandable

75. Multi Banner HTML5
Expandable

76. Multi Banner HTML5
Expandable

77. Multi Banner HTML5 Expandable

78. 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 80
form validation for lead gen
with option for branded pins

79. What can Yodelmobile provide?
The most cutting edge HTML5 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
81

80. Creative Banner delivery - HTC

81. Planning Mobile activity

82. 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

83. 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,
85

84. 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
5. Mobile advertising doesn‟t have to be
simply banners
6. Buy effective prices not the cheapest

85. Thank you
mick@yodelmobile.com