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Internet World 24.4.12
    Mobile :
    ultimate personalised marketing
                Rob Thurner
               Burner Mobile
              @burner_mobile


@theidm
Rob Thurner – Mobile consultant,
        trainer, speaker
•   20 years digital and traditional
    marketing experience
     – Journalist, Group Marketing
        Director at international media
        owner
     – Commercial Director with Mobile
        agency Incentivated
     – Digital tutor and trainer: IDM, IAB,
        IPM, theknowledgeengineers
     – Founder, Burner Mobile

•   Mobile clients:
     – British Airways, GlaxoSmithKline,
       Heineken, Jaguar, John Lewis
       Partnership, King of Shaves, M&S,
       Macmillan, NSPCC, Specsavers, STA
       Travel, Virgin
Mobile perceived as personal &
                  innovative medium
                                                                                                        newspapers
                                                                                comprehensive


                                                                   up to date
                                                                                          information
                                                      immediate                               trustworthy

                                             internet              convenient
                                             on PC                                                          persuasive
      personalised                                                              for me
                     innovative
                                                                                                        radio
                                   mobile                                                   TV
                                   media                                                                undemanding

                                                                                         entertaining                    mood setter

                                                                                                                         relaxing
                                                            fun
                                                        creative




                                                                                         magazines
                                            stylish




Source: Exposure, Orange Home UK plc
Old Service Mobile

                    .com

                    Call Center
                                  Consumer
Service




                    Paid Media
          Brand




                    Branch
New Service Model

                                            Events                  Gaming
                   Branch

                                                     Sponsorship


                            .com                Blogs
Service
          Brand




                                                                         Consumer
                                   Mobile
                                                       Paid Media

                   Call Center
                                      Social
                                     Networks           Mobi



                                              Apps
Now Consumers Want More…..
                                      Gaming
                                                        Navigation
      Web
    browsing        Personal
                    organizer
                                              Call
                                                           Camera +
                                                            pictures
  Email
                Shopping
                                               Text
                                                            Search
Mobile TV        Music
                                              Social
                                             networks
                                                           Micro-
                                                          payments
                Content
               Download         Vouchers +
                                  tickets
 Tablets
Challenge 1
      Harness mobile behaviour


Messaging     Mobile sites     Apps        Geo-social




Mobile ads   Mobile search   mCommerce   Codes & coupons
Challenge 2
                                                        Handset diversity
Top 10 handsets = 23% of UK mobile users only
 Rank            Manufacturer                       Model         Subscribers Market Share Previous Rank                           Change (vs
                                                                                             (Feb ’10)                              Feb '10)


  1          Apple                           iPhone                 3,972,692        8.19%                    1                           ↔
                                                                                                                                                     #1 Apple iPhone

  2          Nokia                           6300                   1,310,913        2.70%                    2                           ↔
             RIM - BlackBerry                                       1,121,834        2.31%
  3                                          Curve                                                            4                            ↑

  4          Nokia                           5800                   1,043,093        2.15%                    3                            ↓                              #2 Nokia 6300



  5          Samsung                         Tocco Lite               934,662        1.93%                   11                            ↑
             Nokia                                                    753,525        1.55%
  6                                          2330 Classic                                                    20                            ↑       #3 Blackberry Curve


  7          Motorola                        Razr V3                  678,301        1.40%                    5                            ↓
             Samsung                         Tocco SGH-               592,086        1.22%
  8                                          F480                                                             8                           ↔

  9          Nokia                           6500 Slide               564,012        1.16%                    6                            ↓                                #4 Nokia 5800

  10         Nokia                           N95                      473,676        0.98%                    7                            ↓
                                                                                                                                                  #5 Samsung Tocco Lite

 Note:
 iPhone includes iPhone, iPhone 3G, iPhone 3G S 32GB, 3G S 16GB                      Total UK market size: 48,500,000
 N95 includes N95 & N95 8GB                                                          Devices per 100 of population: 84.49 (Global avg: 59.3)```
 6500 includes Classic & Slide
 RAZR V3 includes V3 & V3i & colour options
 Curve includes 8520, 8300 & 8900

 Source: ComScore
All change
Mobile is no longer
 “just a phone”
     Fast connection over 3G, 4G
     and WiFi enables fast web               Smartphone
     browsing
                                          penetration – now
        Big storage for video,            > 50% in UK and US
        pictures and music

        GPS enabled for mapping,
        navigation & geo location           Smartphones are
                                          now the sole focus of
                                              all handset
                                             manufacturers
        Downloadable apps, games,
        and content


    Large touchscreen enables better
    user experience across all services
Tablet: Mobile device, laptop
         or hybrid?

        • Steve Jobs: PC is the ‘pick-up truck’,
          Tablet for day to day use (iCloud)
        • Portable (10 hrs battery), but not
          pocket size
        • Wi-fi and network enabled, but not
          ‘unique’ cellular device
        • 50% interactions whilst watching TV
        • Online commerce, but not in-store
          shopping with coupons
Challenge 3
           Legislation and Regulation
• Governing bodies
   –   Ofcom: harassment texts
   –   PECR: SMS regulation
   –   DPA: data storage and sharing
   –   PhonePayPlus: premium SMS
   –   CAP Code: children, alcohol, tobacco
   –   Ministry of Justice: accident &
       debt mktg


• Advisory bodies
   – DMA: Mobile best practice guidelines
   – IAB: multiple digital channels
   – MMA: international
Challenge 4
                 Measurement and ROI


•   Mobile is 100% accountable

•   Data trail tracks customer,
    time and location

•   One mobile has one UNIQUE
    user with UNIQUE user profile

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Mobile: ultimate personalised marketing

  • 1. Internet World 24.4.12 Mobile : ultimate personalised marketing Rob Thurner Burner Mobile @burner_mobile @theidm
  • 2. Rob Thurner – Mobile consultant, trainer, speaker • 20 years digital and traditional marketing experience – Journalist, Group Marketing Director at international media owner – Commercial Director with Mobile agency Incentivated – Digital tutor and trainer: IDM, IAB, IPM, theknowledgeengineers – Founder, Burner Mobile • Mobile clients: – British Airways, GlaxoSmithKline, Heineken, Jaguar, John Lewis Partnership, King of Shaves, M&S, Macmillan, NSPCC, Specsavers, STA Travel, Virgin
  • 3. Mobile perceived as personal & innovative medium newspapers comprehensive up to date information immediate trustworthy internet convenient on PC persuasive personalised for me innovative radio mobile TV media undemanding entertaining mood setter relaxing fun creative magazines stylish Source: Exposure, Orange Home UK plc
  • 4. Old Service Mobile .com Call Center Consumer Service Paid Media Brand Branch
  • 5. New Service Model Events Gaming Branch Sponsorship .com Blogs Service Brand Consumer Mobile Paid Media Call Center Social Networks Mobi Apps
  • 6. Now Consumers Want More….. Gaming Navigation Web browsing Personal organizer Call Camera + pictures Email Shopping Text Search Mobile TV Music Social networks Micro- payments Content Download Vouchers + tickets Tablets
  • 7. Challenge 1 Harness mobile behaviour Messaging Mobile sites Apps Geo-social Mobile ads Mobile search mCommerce Codes & coupons
  • 8. Challenge 2 Handset diversity Top 10 handsets = 23% of UK mobile users only Rank Manufacturer Model Subscribers Market Share Previous Rank Change (vs (Feb ’10) Feb '10) 1 Apple iPhone 3,972,692 8.19% 1 ↔ #1 Apple iPhone 2 Nokia 6300 1,310,913 2.70% 2 ↔ RIM - BlackBerry 1,121,834 2.31% 3 Curve 4 ↑ 4 Nokia 5800 1,043,093 2.15% 3 ↓ #2 Nokia 6300 5 Samsung Tocco Lite 934,662 1.93% 11 ↑ Nokia 753,525 1.55% 6 2330 Classic 20 ↑ #3 Blackberry Curve 7 Motorola Razr V3 678,301 1.40% 5 ↓ Samsung Tocco SGH- 592,086 1.22% 8 F480 8 ↔ 9 Nokia 6500 Slide 564,012 1.16% 6 ↓ #4 Nokia 5800 10 Nokia N95 473,676 0.98% 7 ↓ #5 Samsung Tocco Lite Note: iPhone includes iPhone, iPhone 3G, iPhone 3G S 32GB, 3G S 16GB Total UK market size: 48,500,000 N95 includes N95 & N95 8GB Devices per 100 of population: 84.49 (Global avg: 59.3)``` 6500 includes Classic & Slide RAZR V3 includes V3 & V3i & colour options Curve includes 8520, 8300 & 8900 Source: ComScore
  • 10. Mobile is no longer “just a phone” Fast connection over 3G, 4G and WiFi enables fast web Smartphone browsing penetration – now Big storage for video, > 50% in UK and US pictures and music GPS enabled for mapping, navigation & geo location Smartphones are now the sole focus of all handset manufacturers Downloadable apps, games, and content Large touchscreen enables better user experience across all services
  • 11. Tablet: Mobile device, laptop or hybrid? • Steve Jobs: PC is the ‘pick-up truck’, Tablet for day to day use (iCloud) • Portable (10 hrs battery), but not pocket size • Wi-fi and network enabled, but not ‘unique’ cellular device • 50% interactions whilst watching TV • Online commerce, but not in-store shopping with coupons
  • 12. Challenge 3 Legislation and Regulation • Governing bodies – Ofcom: harassment texts – PECR: SMS regulation – DPA: data storage and sharing – PhonePayPlus: premium SMS – CAP Code: children, alcohol, tobacco – Ministry of Justice: accident & debt mktg • Advisory bodies – DMA: Mobile best practice guidelines – IAB: multiple digital channels – MMA: international
  • 13. Challenge 4 Measurement and ROI • Mobile is 100% accountable • Data trail tracks customer, time and location • One mobile has one UNIQUE user with UNIQUE user profile