This document discusses mobilizing data and making it accessible via mobile technologies. It begins with an introduction and overview of mobile technology trends, including statistics on growing mobile phone and tablet use. It then covers various ways of integrating data with mobile services like SMS texting, apps, mobile browsers, Adobe Flash, and mobile games. Examples of charities using these mobile technologies are provided, such as raising funds via SMS during disasters and launching successful charity apps. The presentation encourages attendees to consider how to mobilize their data and engage with supporters using mobile devices.

1. CHASE 2011
Mobilise Your Data
22 nd February 2011
© Steve Cast
Redbourn Business Systems Limited

2. POLITE NOTICE
This presentation is
Copyright © Steve Cast, of
Redbourn Business Systems Limited
2011 with all rights reserved. Please
do not distribute this presentation
without first confirming with
steve.cast@redbourn.co.uk
Thank You
Mobilise Your Data Slide 2 © Steve Cast, Redbourn Business Systems Limited

3. PLEASE
SWITCH ON
YOUR
MOBILE
PHONES
THANK YOU!
Mobilise Your Data Slide 3 © Steve Cast, Redbourn Business Systems Limited

4. Why? When?
Where?
Question and Answer
Who?
Why? Session How?
What?
At The End Who?
When?
Mobilise Your Data Slide 4 © Steve Cast, Redbourn Business Systems Limited

5. Mobilise Your Data?
• MOBILISE (verb)
The verb MOBILISE has 4 senses:
1. Call to arms; of military personnel
2. Get ready for war
3. Make ready for action or use
4. Cause to move around
Mobilise Your Data Slide 5 © Steve Cast, Redbourn Business Systems Limited

6. Mobile Technology
From Wikipedia, the free encyclopaedia
Mobile technology is a collective term used to
describe the various types of cellular
communication technology. Since the beginning of
this millennium, a standard mobile device has gone
from being no more than a simple two-way pager
to being a cellular phone, GPS navigation
system, an embedded web browser, an Instant
Messenger client, and a hand-held video gaming
system.
Many experts argue that the future of computer
technology rests in mobile/wireless computing.
Mobilise Your Data Slide 6 © Steve Cast, Redbourn Business Systems Limited

7. Mobilise Your Data?
Make your data
ready for action
Mobilise for use with
Your Data =
mobile
technology.
Mobilise Your Data Slide 7 © Steve Cast, Redbourn Business Systems Limited

8. Introduction
Steve Cast, Founder and Managing Director
of Redbourn Business Systems Limited
Redbourn Business Systems formed in 1994
Developers of the Advantage Fundraiser
integrated fundraising, membership and
alumni database and Advantage Box Office
integrated fundraising and box office systems
Mobilise Your Data Slide 8 © Steve Cast, Redbourn Business Systems Limited

9. Mobilise Your Data
Background and Available
Trends Services
Integration Predictions
Case Studies /Next Steps
Mobilise Your Data Slide 9 © Steve Cast, Redbourn Business Systems Limited

10. Please Give Us Your Feedback
For a copy of this presentation
please visit www.redbourn.co.uk
feedback@redbourn.co.uk
or leave your business card with
my colleague Annie, or visit us on
Stand 8 today or tomorrow.
Mobilise Your Data Slide 10 © Steve Cast, Redbourn Business Systems Limited

11. Mobilise Your Data
Background and Available
Trends Services
Integration and Next Steps/
Case Studies Predictions
Mobilise Your Data Slide 11 © Steve Cast, Redbourn Business Systems Limited

12. Background and Trends - Statistics:
The world is going mobile
50 Million iPhones sold to date
200,000 Android devices sold each day
8.5 Million iPads sold to date
70 Million tablets predicted by 2013
5 Billion connections made globally
Source: CM First 2011
Mobilise Your Data Slide 12 © Steve Cast, Redbourn Business Systems Limited

13. Background and Trends - Statistics:
The UK is going mobile
96% of the UK population own a
mobile phone
23% of the UK’s mobile phone
users use handsets to access the
Internet
30 Million mobile phones were
sold last year in the UK
Sources: Ofcom 2010
BBC 2010
Mobilise Your Data Slide 13 © Steve Cast, Redbourn Business Systems Limited

14. Background and Trends - Checklist:
CIO’s Checklist for 2011
Checklist “Companies should factor these top
Cloud
10 technologies in their strategic
Computing
planning process by asking key
Mobile
Applications and questions and making deliberate
Media Tablets
decisions about them
during the next two years.”
Social
Collaboration
…
David Cearley, Vice President and
distinguished analyst at Gartner
Mobilise Your Data Slide 14 © Steve Cast, Redbourn Business Systems Limited

15. Background and Trends - Trends:
The Android v iPhone battle continues
The Open Source Android Smartphone
will be the leading smart phone
Operating System by 2014.
Source:
Gartner Research September 2010
Mobilise Your Data Slide 15 © Steve Cast, Redbourn Business Systems Limited

16. Background and Trends - Trends:
Ever Increasing Use of Mobiles
A recent survey of 5,000 Britons carried out by
PC World found:
50% of people spend 30 minutes a day in
the bathroom, on their mobile phone.
That’s more time than they spend showering or
cleaning their teeth.
Source: guardian.co.uk 02/01/2011
Mobilise Your Data Slide 16 © Steve Cast, Redbourn Business Systems Limited

17. Background and Trends - Shopping:
Is mobile shopping that different to donating?
“Mobile is clearly becoming a new way
people shop…. [Ebay has] has nearly
tripled gross merchandise value
year-over-year to nearly $2billion…
In 2011 we expect Mobile GMV to
double to $4billion”
John Donahoe
President and CEO, eBay
Mobilise Your Data Slide 17 © Steve Cast, Redbourn Business Systems Limited

18. Mobilise Your Data: Survey
Symbian Blackberry
Nokia, Sony, Samsung
Android Windows Phone
iPhone
Mobilise Your Data Slide 18 © Steve Cast, Redbourn Business Systems Limited

19. Mobilise Your Data Survey
Symbian Blackberry
Blackberry
36%
Nokia, Sony, Samsung 14.8%
Android Windows Phone
Android Windows Phone
25.5% 7%
Sources:
iPhone Daily Telegraph, 11/10/10 and
iPhone
16.7% 11/11/2010 combined
Mobilise Your Data Slide 19 © Steve Cast, Redbourn Business Systems Limited

20. Mobilise Your Data
Background and Available
Trends Services
Integration and Next Steps/
Case Studies Predictions
Mobilise Your Data Slide 20 © Steve Cast, Redbourn Business Systems Limited

21. Available Services
SMS Text
Apps
Mobile Browser
Adobe Flash (Lite)
Mobile Games
Mobilise Your Data Slide 21 © Steve Cast, Redbourn Business Systems Limited

22. Available Services: SMS Text
SMS stands for Short Message Service.
This service allows for short text messages to
be sent from one mobile phone to another
mobile phone, or from the Internet to a
mobile phone.
Messages usually cannot exceed 160
characters, including spaces.
Mobilise Your Data Slide 22 © Steve Cast, Redbourn Business Systems Limited

23. Available Services: Apps
Apps is an abbreviation for application. An
app is a piece of software. It can run on the
Internet, on your computer, or on your phone
or other electronic device.
You can download iPhone Apps from the Apple
Store, Android Apps from the Android Market and
Windows Apps from the Windows Marketplace.
Mobilise Your Data Slide 23 © Steve Cast, Redbourn Business Systems Limited

24. Available Services: Mobile Browser
A Mobile Browser, also called a
microbrowser, minibrowser or wireless
internet browser (WIB), is a web browser
designed for use on a mobile device such as a
mobile phone.
Websites designed for access from these
browsers are referred to as wireless portals.
Mobilise Your Data Slide 24 © Steve Cast, Redbourn Business Systems Limited

25. Available Services: Adobe Flash Lite
Adobe Flash Lite is a lightweight version of
Adobe Flash Player, a software application
published by Adobe Systems. This version is
intended for mobile phones and other portable
electronic devices.
It is a technology for developing applications
that run on a mobile operating system.
Mobilise Your Data Slide 25 © Steve Cast, Redbourn Business Systems Limited

26. Available Services: Mobile Games
A mobile game is a video game played on a
mobile phone, Smartphone, PDA, handheld
computer or portable media player.
Mobile games are usually downloaded via the
mobile operator's radio network, but in some
cases are also loaded into the mobile handsets
when purchased, via infrared
connection, Bluetooth, or memory card.
Mobilise Your Data Slide 26 © Steve Cast, Redbourn Business Systems Limited

27. Mobilise Your Data
Background and Available
Trends Services
Integration and Next Steps/
Case Studies Predictions
Mobilise Your Data Slide 27 © Steve Cast, Redbourn Business Systems Limited

28. Integration: SMS Text
Practical Uses:
Young People/ Event
Hard of Hearing Notifications
Communication Thank
Preferences you
Requests for Well Done
donations (Keep Going)
Mobilise Your Data Slide 28 © Steve Cast, Redbourn Business Systems Limited

29. Integration: SMS Text
Mobilise Your Data - Essentials
Capture Mobile Phone Numbers
Confirm Data Protection Registration
Interface with Gateway Supplier API or
export to CSV and mobile partner product
Mobilise Your Data Slide 29 © Steve Cast, Redbourn Business Systems Limited

30. Integration: SMS Text
Mobilise Your Data - Essentials
Record “Do Not Correspond Via Text”
Record Communication History
Mobilise Your Data Slide 30 © Steve Cast, Redbourn Business Systems Limited

31. Integration: SMS Text
Mobilise Your Data - Optionally
Offer Mailing Preferences
Personalisation of Texts
Mobilise Your Data Slide 31 © Steve Cast, Redbourn Business Systems Limited

32. Integration: SMS Text – How?
Live
Demonstration
Mobilise Your Data Slide 32 © Steve Cast, Redbourn Business Systems Limited

33. Integration: SMS Text
Mobilise Your Data – Next Steps
For
Donations
2 Way SMS
and Short
Codes
Unique
Low Charges
Range for No VAT
by Operators
UK
Mobilise Your Data Slide 33 © Steve Cast, Redbourn Business Systems Limited

34. Mobilise Your Data
SMS Case Study 1
In 2010, over US$40M in
total was raised in just 40
days for Haiti.
The Red Cross, with their
text “Haiti” to 90999 to send
a $10 donation to the Red
Cross campaign, raised
US$7M in 36 hours.
Sources: mashable.com and msnbc.com
Mobilise Your Data Slide 34 © Steve Cast, Redbourn Business Systems Limited

35. Mobilise Your Data
SMS Case Study 2
In the UK, £7.8M was raised by text, through £1
and £5 donations for Red Nose Day 2009.
Mobile operators waived their usual fees and no
VAT was charged by the Treasury on these
donations, so 100% of all text donations went to the
appeal.
Source: Various
Mobilise Your Data Slide 35 © Steve Cast, Redbourn Business Systems Limited

36. Integration: Apps
Practical Uses:
Awareness Application,
e.g. find nearest
Requests for Campaigning
donations
Mobilise Your Data Slide 36 © Steve Cast, Redbourn Business Systems Limited

37. Integration: Apps
Mobilise Your Data - Decisions
Apple Android
• Buy Some Macs • Download the
•
•
Install the Apple SDK
Learn Objective C
DIY? Android SDK
• Learn Java – Really
• Learn iPhone/iPad UI Well
• Hope to Pass Security • Learn Android UI
Audit • Hope to Pass Security
Audit
Mobilise Your Data Slide 37 © Steve Cast, Redbourn Business Systems Limited

38. Integration: Apps
Mobilise Your Data - Decisions
Complex Apps developed by a
commercial software developer or
agency can cost tens of thousands
OR
of pounds plus maintenance.
Mobilise Your Data Slide 38 © Steve Cast, Redbourn Business Systems Limited

39. Mobilise Your Data
App Case Study
Depaul UK launched iHobo in May 2010 and is one
of the most successful charity apps to date.
“We didn’t really expect it to make money, but the
rate of return on investment has been higher than
any direct mail or media campaign we’ve ever run”
Paul Marriot, Depaul UK’s Chief Executive.
Source: Third Sector Magazine, 27 Jul 2010
Mobilise Your Data Slide 39 © Steve Cast, Redbourn Business Systems Limited

40. Mobilise Your Data
Mobilise Your Data Slide 40 © Steve Cast, Redbourn Business Systems Limited

41. Mobilise Your Data
App Case Study (continued)
Depaul UK were luck enough to have the app
developed for free by a creative agency.
iHobo has raised £7,000 by July 2010 but the viral
nature of the marketing meant that it topped the
iTunes app chart . One estimate on the value of this
coverage was put at £1.6M
Source: Third Sector Magazine, 27 Jul 2010
Mobilise Your Data Slide 41 © Steve Cast, Redbourn Business Systems Limited

42. Integration: Mobile Browser
Will Apple Allow Practical Uses:
Donation Apps?
Awareness Information
Cheaper Phones
Requests for
Campaigning
donations
Cannot Run Apps
Mobilise Your Data Slide 42 © Steve Cast, Redbourn Business Systems Limited

43. Integration: Mobile Browser
Mobilise Your Data - Decisions
Existing Site New Site
• Lower Cost • Functionality
• Maintenance x 1 • Better Design
• Functionality? • Compatible
• Compatibility? • Higher Cost
• Maintenance X2
Mobilise Your Data Slide 43 © Steve Cast, Redbourn Business Systems Limited

44. Integration: Mobile Browser
Existing Site Issues
Tables Standards
Existing Site
Screen Size Text Entry
Mobilise Your Data Slide 44 © Steve Cast, Redbourn Business Systems Limited

45. Integration: Mobile Browser
Mobilise Your Data - Decisions
Browser App
• Cheaper • Functionality
• Quick/Easy • “New Hat”?
Change • Higher Cost
• Existing Skills • Hard to Change
• Functionality? • Apple “anti”
• “Old Hat”? Donations 
Mobilise Your Data Slide 45 © Steve Cast, Redbourn Business Systems Limited

46. Mobilise Your Data
Mobile Website Case Study
m.cyberbullying.co.uk
Uses RSS Feeds and apparently completed in under
3 hours development!
“In the first three days m.cyberbullying.co.uk was
online over 300 people accessed the site from a
multitude of different mobile phones.”
Source: www.socialmediacharity.com
08/01/2011
Mobilise Your Data Slide 46 © Steve Cast, Redbourn Business Systems Limited

48. Integration: Adobe Flash (Lite)
In Brief
Latest Versions of Flash run on
Smartphones, netbooks, PCs and other Internet Connected
Devices.
Consistent “look and feel” across different operating
systems and devices.
Mobile Ready – Current and Previous Generations
Mobilise Your Data Slide 48 © Steve Cast, Redbourn Business Systems Limited

49. Integration: Mobile Games
Apps, but with Gaming Content
Farmville 14/2/11 – 51.3M Users
Cityville 14/2/11 – 110M Users
Source: www.facebook.com, Feb 2011
Mobilise Your Data Slide 49 © Steve Cast, Redbourn Business Systems Limited

50. Integration: Mobile Games
In Brief
Average Time Spent on Smartphone
Mobile Functions
12% Web/Web Apps
32%
Games/Maps/Social
Networking
9% 47%
Email
Telephone/SMS
Source: www.appsfire.com, Jan 2011
Mobilise Your Data Slide 50 © Steve Cast, Redbourn Business Systems Limited

51. Mobilise Your Data
Game Case Study - War Child UK
War Child UK have worked with Football Manager
since 2005. In 2010 they extended the relationship
to include not just in game advertising, but in game
donation.
Source: War Child UK, Nov 2010
Mobilise Your Data Slide 51 © Steve Cast, Redbourn Business Systems Limited

53. Mobilise Your Data
Next Steps
• Review Current Situation
• Prepare Your Data for Mobilisation
Now • Review Existing Website
• Develop Mobile Strategy
• Identify Partners/In House Skills
Next • Implement Mobile Strategy
Mobilise Your Data Slide 53 © Steve Cast, Redbourn Business Systems Limited

54. Mobilise Your Data
Summary
30M Phones Sold
Background and
UK Browsing
The World is Adobe Flash
Available
Mobile
Android v iPhone Mobile Games
SMS Text
Apps
In Going Mobile
Habits Changing
the Trends 2010
UK In Browser
Services
(Lite)
SMS:
Mobile Browser:
Mobile Games:
Integration and
APPS: Implement
Develop
Prepare
Review
Advantage Next Steps…
War Child UK
CyberBulling
Case Studies
iHOBO Situation
Strategy
Data
Fundraiser
Mobilise Your Data Slide 54 © Steve Cast, Redbourn Business Systems Limited

55. Mobilise Your Data: Predictions
Android will win Online and Mobile
the Smartphone Games are going to
Contest be huge in 2011
Smartphones will
eventually replace
desktop PCs for most
Steve Cast, MInstF
users Founder and Managing
Director, Redbourn Business
Mobilise Your Data Slide 55 Systems Ltd
© Steve Cast, Redbourn Business Systems Limited

56. Mobilise Your Data
Need More Help?
Visit CHASE Stand 8
www.redbourn.co.uk
mobilise@redbourn.co.uk
Mobilise Your Data Slide 56 © Steve Cast, Redbourn Business Systems Limited

57. Mobilise Your Data
Question and Answer Session
Mobilise Your Data Slide 57 © Steve Cast, Redbourn Business Systems Limited

58. Please Give Us Your Feedback
For a copy of this presentation
feedback@redbourn.co.uk
please visit www.redbourn.co.uk
Or
or leave your business card with
SMS 07973 327547
my colleague Annie, or visit us on
Stand 8 today or tomorrow.
Mobilise Your Data Slide 58 © Steve Cast, Redbourn Business Systems Limited

59. Thank You For Your Time

60. Mobilise Your Data
Need More Help?
Visit CHASE Stand 8
www.redbourn.co.uk
mobilise@redbourn.co.uk
Mobilise Your Data Slide 60 © Steve Cast, Redbourn Business Systems Limited