The document discusses how technology solutions have often overlooked the consumer and questions if this is still the case today. It notes that identifying, anticipating, and satisfying customer requirements profitably is key to effective marketing. It warns that many apps and technology solutions are not well thought out and do not meet real customer needs. The document advocates developing a mobile strategy focused on understanding why it is needed, having clear key performance indicators, prioritizing user experience, testing ideas, and ensuring there is a plan for ongoing usage and promotion.

1. Has the consumer been forgotten in the
headlong rush into ever more complex
technology-led solutions?
Alex Meisl – Chairman, Sponge
- co-Chair of Mobile Marketing Association
Tel: +44 (20) 7612 1910
www.spongegroup.com

2. Marketing:
The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.

3. Identifying:
The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.

4. Some apps….
 Says “Wooo!” when you press it
 iFrenchKiss (With original proprietary
kissing analysis engine)
 Hold the Button
 Payphone finder

5. Anicipating:
The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.

6.  "Next Christmas the iPod will be dead, finished,
gone, kaput," Lord Sugar , 2005
 “Spam will be dead in 24 months” Bill Gates,
2004

7. Satisfying…..not long to 2046

8. The Context
“On average, the time difference
between first search and purchase is
one month on the web and one hour
on mobile”

9. Looking good…
49% of UK smartphone users go online
several times a day.
87% look for local information on their
phones.
68% use their smartphones in a store.

10. The Context
22% of Hong Kong smartphone users
cancelled their planned purchase in
store, due to information they got
from their mobile phone.
Source: Google Ipsos Study of Hong Kong Smartphone Users,
September 2011.

11. But don’t worry

12. Oh shit……
Only 17% of UK businesses have
a mobile site.

13. Hail Mary...
Time Spent
Mobile Ad Spend
8%
45% 7%
Time Spent Ad Spend
39.6% 6% 7.4%
40%
36% 5%
35%
32%
4%
29.0%
30%
27.5%
3%
£720m gap
25%
2%
20% 1%
0.5%
15% 14% 0%
Time Spent Ad Spend
11%
10%
7%
5% 3.4%
0.5%
0%
Print TV Radio Desktop Mobile

14. So what should my first steps be?
1. Get the basics right before getting too
carried away.
2. A mobile site is not a website but
smaller.
3. It’s all about the customer.

15. The Ideal Mobile Strategy:
Most branded an app” a
“Let’s build apps are
failure says Deloitte
July 2011

16. Focus on retail, financial services, media and FMCG

17. Shaping a mobile strategy
The three dimensions of Mobile
Longer = CRM
Wider = mobile web

18. So before you start…
 Why?
 KPIs?
 UX?
 Testing?
 Repeat usage?
 Promotion strategy?

19. Don’t........
Use dependencies to justify Screenscrape Believe in magic boxes
delays -”we need to get our
new website right first”
Skimp Assume that an app = Believe in smoke and mirrors
your mobile strategy

20. Thanks
Alex Meisl – Chairman
Twitter: @spongemobile
Tel: +44 (20) 7612 1910
www.spongegroup.com