This document discusses the importance of mobile strategies and mobile apps. It notes that top programmers want to work on mobile apps because phones are personal and fundamental to everything people do. The document then lists some key functions and meanings of mobile contexts like location awareness and connectivity. It asks what experience a company wants to achieve through mobile, such as awareness, consideration, intent, loyalty or advocacy. Finally, it provides top 10 app categories and 10 key strategic points for developing an effective mobile strategy.

1. Mobile Marketing / Apps
7th March

2. How important is a mobile
strategy?

3. "Mobile First". “Our programmers are doing work on mobile first,” he
said. “We’ll still have a desktop version, but we’ll also have one on a high-
performance mobile phone. The top programmers want to work on
mobile apps. Phones are so much more personal and satisfying. The
phone is no longer just a phone, it’s your alter ego – it’s fundamental to
everything you do.”
Google CEO, Eric Schmidt

4. Describe the functions and
meaning of this media…

5. Mobile Contexts
Functions Meaning
GPS Location aware
Touch Intimacy / interactivity
Sensors Intelligence
Contacts Personal / social
Portable Pervasive
Connected Available

6. So, what’s the point?

9. Mobile experience can be viral

11. What EXPERIENCE do you want to
achieve?
• Awareness?
• Consideration?
• Intent?
• Support?
• Loyalty?
• Advocacy?

12. Awareness

13. Awareness

14. Awareness

15. Awareness

16. Consideration

17. Consideration

18. Consideration

19. Intent

20. Purchase

21. Purchase

22. Support

23. Support

24. Loyalty

25. Advocacy

26. Top 10 apps
1. Money Transfer: This can be sending money via SMS, NFC (near-field
communication), banking apps, and more to come.
2. Location-Based Services: Apps which functionality relies on the location of the
mobile user.
3. Mobile Search: Mobile applications for searching all sorts of things. Not just
Google, but other databases, as well as the use of augmented reality apps for “visual
search”.
4. Mobile Browsing: “Mobile browsing capabilities currently exist only on 60%+ of
handsets today. By 2013, that number will climb to 80%”. This statistic, combined
with the rapid rate of increase in global smartphone sales, shows us how it will be
possible for mobile web browsing to overtake desktop web browsing in 2013
(predicted by Google).
5. Mobile Health Monitoring: Health monitoring and diagnosis.

27. Top 10 apps
6. Mobile Payments: Like mobile transfers, but also including mobile subscriptions
etc.
7. Near Field Communications (NFC): Using mobile devices to perform actions with
local objects through “swiping” or “tapping” the actual mobile device, such as
making payments.
8. Mobile Advertising: “Total spending on mobile advertising in 2008 was $530.2
million and it will grow to $7.5 billion in 2012.”
9. Mobile Instant Messaging: always free, and can be restrictive. Apps that improve
the experience and are free to use are taking over. 160 characters of less? Not
anymore!
10. Mobile Music: The iPod is all fine and well, but now apps that deliver
streaming (no purchase or downloads necessary), such as Spotify, are rising.

28. OfflineSocial Media Online Promotional Material (flyers, posters, etc.)
SEO
QR Codes
Word of Mouth
Google Places
Hyperlinks
Text Marketing
Advertising
Traffic from Apps Stores
QR Codes
Video (YouTube etc.) Traffic
Website
Text Link
App Delivery and Marketing

29. Mobile Website?
Blackberry
Platforms (1, a few, or all)
Self-Develop, or Outsource?
Native or Web App
Windows
ContentBada Fresh Content?
Symbian
Android
Static or Dynamic?
More...
iOS
App Creation Options

30. 10 Key Strategic Points
1. Know your audience / community
2. How do they use mobile?
3. Think beyond the dilbert cube
4. Repurpose content
5. Repurpose inventory
6. Use data