The document discusses trends in mobile usage, highlighting that smartphone penetration in the U.S. reached 46% by August 2012 and that mobile searches are skyrocketing, with a significant increase in mobile ad spending from $1.45 billion in 2011 to $4 billion in 2012. It compares the benefits of mobile websites and apps, suggesting that while mobile sites are easier to launch and do not require app store approval, apps offer offline functionality and a better user experience. The document emphasizes the importance of having a mobile presence for businesses and advises on strategies for effective mobile marketing.

1. SMX Israel 2013
By: Paul Vesely
www.seoweblive.com

2. THE HARD FACTS
• US smartphone penetration reached 46% (August 2012)
• Google sites were most popular on smartphones with 97
million unique visitors (March 2012)
• Around 30 billion mobile searches annually just in the US
(according to BIA/Kelsey)
• Over 2.2 billion monthly searches
on Google mobile, Yahoo has 0.55
billion and Bing has 0.5 billion
• 1 in 5 smartphone users purchased
items on their smartphone during
thanksgiving 2012 sales
Source: comScore unless
stated otherwise

3. TOP 5 MOBILE DEVICES IN 2012

4. MOBILE PLATFORM
Where‟s the competition?

5. TRENDS
• There are expected to be more mobile users than PC users in
the year 2015 (BIA/Kelsey)
• By 2015 there will be more local searches coming from
smartphones than PCs in the US (BIA/Kelsey)
• Mobile device sales jumped 96.2% from 2011 to 2012 in the
US for the thanksgiving weekend in 2012. (IBM Digital Analytics
Benchmark)

6. MOBILE ADS
How to make big money from a small
screen……. Its an art!
• In 2012, advertisers spent $4B in the US, up from $1.45B last
year (eMarketer Dec 2012)
• Spending fuelled by Facebook which introduced „sponsored
stories‟
• In 2012 Facebook alone brought in $339M in total mobile ad
revenue
• In 2011 Facebook brought in $0 in mobile ad revenue
• Google made $1.86B in 2012
• In 2011 Google made $623M in mobile ad revneue

7. SO WHAT?
• Your business needs to be present on mobile devices today
and not tomorrow
• Huge audience
• Be where the eye balls are
• Create a strategy
• Use Google analytics to see current
usage: mobile devise / operating system
• Market research on what devices your
target market owns
• See mobile device trends
• Study online competition
• Go for it – but what should you build?

8. BUILDING A WAP SITE
PRO’s CON’s
All changes and updates are instantaneous Downloadable desktop item only if the user
decides to add it to their phone‟s home screen
One mobile site can be programmed to work HTML 5 is still being developed and has lack
on all platforms instead of building an App for of compatibility with IE in particular
each platform
Mobile sites rank in search engines allowing Hard to save things like logins or preferences
businesses to get organic traffic (although cookies do work)
No need to download App, you can simply use Can not work when there is no data coverage
it via the domain or reception
No need for submission and wait for App store
approval
No need to comply with App store
requirements
Normally mobile sites need less development
time and are quicker to launch hence are
more cost effective
HTML 5 websites can be built with many of the
beneficial features of an App
Can be built with a CMS for easy changes

9. BUILDING AN APP
PRO’s CON’s
Navigation: Easy to get to via desktop icon Have to apply through an App store to get
approval – must play by the App store rules
An app works offline (meaning even when App stores charge per sale (free Apps are
there is no internet connection – it just cant charged a flat /yr fee). Apps that cost usually
sync to get the latest data but it still works) have to give 30% to the store and can not
have a higher price to the store on your
website
Loads faster due to the App being pre You need to build an App per platform –
downloaded - only certain info is updated expensive and time consuming
during a sync
On an App there is only ever need to login All changes to an App have to go back through
once and all is saved a submission to the app store and then get
updated by the user
Trendy and cool – “There‟s an App for that” No CMS for changes
You can save preferences on an App
Can utilize location based services and push
notifications
comScore: 4 out of every 5 mobile media
minutes spent in Apps

10. USER PREFERENCE BY TASK
WAP sites are preferred by shoppers over their mobile-app counterparts by
a factor of 58% to 21% (Nielsen, 2011)

11. FACTORS TO TAKE INTO ACCOUNT
Deciding between a WAP site v‟s APP
• Current user analytics results
• Large variety of screen sizes / display
• Varying effect of functionality due to operating systems –
Android, iOS, BlackBerry OS, Symbian, etc
• Use cross platform framework
• Flash
• Consistent branding needed
• Supply only essential online services – not all website pages
• Optimize copy in a succinct way
• Larger buttons, less clicks (due to slow load times with 3G
networks)
• Why not both?
• Dependent on budget
• Know which one to develop first

12. TIPS
• Have a strategy – should be included in your
integrated marketing plan
• Know what devices your current and potential
clients have
• What can you add to their mobile experience
that is special
• What should you develop first, second,
third…….
• WAP site should use cross platform
frameworks so as to work on all types of
smartphones
e.g. http://www.mobeeart.com/

13. SMX Israel 2013
By: Paul Vesely
www.seoweblive.com
© Copyright Paul Vesely