This document provides an overview of Golden Gekko, a mobile app development company. It discusses Golden Gekko's team size and experience building over 400 apps in the past year across 5 countries. It also highlights some of Golden Gekko's portfolio including apps for Heathrow Airport, European directory services, and a hotel booking service. The document concludes with "10 rules for leveraging the mobile channel," discussing best practices for mobile strategy and app development.

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
BAA Heathrow
Airport Guide
Everything you need
for an easy journey
to and through
Heathrow.
Live flight tracking.
Notifications of flight
status updates.
Interactive terminal
maps.
Travel planning tools,
security guide.
Shop and restaurant
listings and more.
6

7. Portfolio
European Directories
Yellow Pages in 8 countries.
7

8. Portfolio
Budgetplaces.com
Ongoing project in HTML5 for
hotel booking service
8

9. 10 rules for leveraging
the mobile channel
9

10. 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
10

11. 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
11

12. 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
12

13. 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
13

14. 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.
14

15. 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)
15

16. 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
16

17. 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
17

18. 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
18

19. 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
19

20. 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
20

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

23. Every product has a story.
Let ScanLife tell it.

24. 20 Million
Mobile barcodes Estimated to have scanned
a QR Code in the
is seeing month of September, 2011
explosive growth comScore MobiLens June 2011
ScanLife saw
31 million scans in 2011

25. Marketing adoption is also rapidly increasing
50%
of Businesses are already activating
2D Codes for marketing purposes
Usamp Online Survey November 2011

26. Representative Demographics of Users:
Age & Gender
Both Male and Female Ages 25-44 is our core audience
are Active Users
26

28. Codes can do much more than launch a
static website
ScanLife Exclusive Codes
Go to website Lotto/Sweepstakes
Save a contact Multi-action menu
Initiate a call Send a tweet
Send an SMS OS detection
Send an email Custom Menu Code
Premium Code
28

29. Mobile Content Improves Engagement
Example
Add background color
Insert a custom image
Include body text
Custom Menu Options

30. Track Metrics to Learn from Activity
What was scanned When Where Demographics Phone type
30

31. Custom Codes
Get creative, but make sure
the codes work!

33. SeaWorld
The code produced 20,000 app
downloads in a six week period
33

34. Ford Treasure Hunt
Users scanned codes to
collect different “badges”
and receive prizes.
34

35. Scan for more info.
Go to www.getscanlife.com
to download for free.
10 East 39th Street | New York, NY | 10016 | info@scanbuy.com | 212.278.0178 | www.scanlife.com
Scanbuy, ScanLife, the Scanbuy and ScanLife logos are trademarks of Scanbuy Inc. All other trademarks, registered trademarks, service markers or
registered service marks are the property of their respective owner(s). ©2011 Scanbuy Inc. All rights reserved.

38. 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

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

40. 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

41. 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

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

43. Effective tracking

44. 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

45. 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

46. Mobile Creative

47. 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

48. Multi Banner HTML5 Expandable

49. Multi Banner HTML5 Expandable

50. Multi Banner HTML5
Expandable

51. Multi Banner HTML5
Expandable

52. Multi Banner HTML5
Expandable

53. Multi Banner HTML5 Expandable

54. 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 56
form validation for lead gen
with option for branded pins

55. 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
57

56. Creative Banner delivery - HTC

57. Planning Mobile activity

58. 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

59. 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,
61

60. 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

61. Thank you
mick@yodelmobile.com

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

64. 2010: 6 Devices/ Person
Tablet
Smartphone
Gaming
Desktop Console
Connected TV
Blu-Ray

65. 1 Trillion Connected Devices by 2014
?
2000 2010
Year

66. 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

67. 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

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

69. 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

70. 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

71. The world wants your digital resources…

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

73. 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

74. APIs in Action

75. 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

76. APIs in Action

77. 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

78. 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

79. APIs for Channel Integration

80. 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

81. Mashery has successfully launched internal, partner (B2B),
and public APIs for over 150 enterprises.
Channel 4
83

82. 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 “

83. Thank You
Mashery Confidential www.mashery.com