1. Confidential. © Somo Ltd. 2012
© Somo Ltd. 2012
Stewart Hunter | VP Business Development
Singapore, June 12th 2012
@somoglobal
CREATING COMPELLING MOBILE STRATEGIES

2. © Somo Ltd. 2012
AGENDA
Defining your approach
Positive disruption to consumer journeys
Universal truths

3. © Somo Ltd. 2012
WHAT WE OFFER
We’re the
mobile marketing experts
Full-service, or one service,
the choice is yours

4. © Somo Ltd. 2012
We manage global
activity for our clients,
24 hours a day
Our enterprise solutions are
used on 3 continents
LONDON SAN FRANCISCO LOS ANGELES NEW YORK SINGAPORE
WHERE WE ARE LOCATED

5. Confidential. © Somo Ltd. 2012
Confidential. © Somo Ltd. 2012
DEFINING YOUR APPROACH

6. © Somo Ltd. 2012
DEFINING MOBILE STRATEGIES
USAGE
ROI

7. © Somo Ltd. 2012
DEFINING MOBILE STRATEGIES
USAGE

8. © Somo Ltd. 2012
USAGE - SMARTPHONE PENETRATION
54%
52%
42%
35%
34%
9%
8%
3%
SG
UK
USA
HK
AUS
IND
CH
IN
Sources: comScore MobiLens Dec 2011, TomiAhonen Consulting Dec2011

9. © Somo Ltd. 2012
59%
44%
32%
30%
IN
IND
TH
CH
USAGE - MOBILE WEB ONLY
Q: Percentage of mobile web users who never or infrequently use the desktop web Source: mobiThinking 2011

10. © Somo Ltd. 2012
79%
of Google’s largest
advertisers do not have
a mobile optimised site
ARE YOU PREPARED?
Source: Google Think Mobile 2011

11. © Somo Ltd. 2012
CONTEXT
DEFINING MOBILE STRATEGIES
USAGE

12. © Somo Ltd. 2012
Bored now

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Repetitive
now

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Urgent
now

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Consume
now

16. © Somo Ltd. 2012
22%
of mobile subscribers in Japan
ever access social network in
month via mobile
CONTEXT - MOBILE IS SOCIAL
Source: Comscore 2011

17. © Somo Ltd. 2012
CONTEXT - MOBILE IS LOCATION AWARE
Source: Google Think Mobile 2011, 2012
20% of TOTAL queries
are location related

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CONTEXT - MOBILE IS DUAL SCREEN

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CONTEXT - MOBILE RESEARCH IN-STORE
24%
of Japanese users intentionally take
smartphones to research products
Diesel Madrid store have a QR code
for every product for Facebook sharing
Source: Our Mobile Planet 2012

20. © Somo Ltd. 2012
CONTEXT - AUGMENTING TRADITIONAL MEDIA
$32M was bought whilst
commuting (2011)
5% scan to buy conversion
rate (April 2012)
Sources: PayPal’s online and mobile shopping insights Study 2011, Paypal 2012

21. © Somo Ltd. 2012
DEFINING MOBILE STRATEGIES

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Source: Joachim Wtewael - The Battle Between the Gods and the Titans
CLASH OF THE TITANS

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VELOCITY - OS UPGRADE OPPORTUNITIES
Apple iOS 6 announced yesterday for
iPhone, iPad and iPod Touch
Android 4.0 Ice Cream Sandwich
(smartphones and tablets)

24. © Somo Ltd. 2012
VELOCITY - NEW PLATFORMS WINDOWS PHONE
Developing for the new, design-led
Windows operating system

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VELOCITY - NEW PLATFORMS ANDROID TABLETS

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VELOCITY – NEW ADVERTISING CHANNELS
Mobile Only Sponsored Stories
Facebook Mobile App Store

27. © Somo Ltd. 2012
DEFINING MOBILE STRATEGIES

28. Confidential. © Somo Ltd. 2012
Confidential. © Somo Ltd. 2012
DISRUPTING YOUR CONSUMER
JOURNEY

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DISRUPTING THE CUSTOMER JOURNEY

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CONSIDERATION - AUDI RICH MEDIA HTML5 AD
Brand perception
Propensity to purchase
Performance related:
mobile site visits doubled
CTR twice the industry
average

31. © Somo Ltd. 2012
ENGAGEMENT - GLAMOUR BRAND APPS
Building brand extensions
Direct revenue generation

32. © Somo Ltd. 2012
PURCHASE - DOMINO’S
Friction free m-commerce
Loyalty loop
Increased average order
value
Multiple payment options

33. © Somo Ltd. 2012
POST PURCHASE – AUDI LE MANS APP
Fans of Le Mans and Audi are passionate
about motorsport & technology
Audi Le Mans app brought that passion to life
A new type of event app
Deep brand engagement for loyalists
VDT embodied by design & functionality

34. © Somo Ltd. 2012
POST PURCHASE – AUDI LE MANS APP
First ever use of augmented reality
in an automotive app
Tapped into the passion of the fans
Cream London award winner 2011

35. Confidential. © Somo Ltd. 2012
Confidential. © Somo Ltd. 2012
UNIVERSAL TRUTHS

36. © Somo Ltd. 2012
INTEGRATE MOBILE
M-Commerce
E-Commerce
Stores

37. © Somo Ltd. 2012
DEVELOP TO AN AGILE ROADMAP

38. © Somo Ltd. 2012
DO NOT PORT EVERYTHING

39. © Somo Ltd. 2012
ONCE YOU’VE BUILT IT - PROMOTE IT
Baseline Downloads
Paid Downloads
Organic Downloads
Stage 1 Stage 2 Stage 3 Stage 4
Target Appstore Position
Number
of
Daily
Downloads

40. © Somo Ltd. 2012
MEASUREMENT IS HARD BUT POSSIBLE
Apptimiser®

41. © Somo Ltd. 2012
SUMMARY
Usage / Contexts / Velocity to identify ROI
Where can mobile remove barriers on Customer Journey?
Be agile and continually look for mobile to innovate where appropriate
Set hybrid objective/KPIs and measure them

42. © Somo Ltd. 2012
stewart@somoglobal.com
huw@somoglobal.com
50 Raffles Place | Singapore Land Tower | Level 30 | Singapore
@somoglobal
www.somoglobal.com

43. Confidential. © Somo Ltd. 2012
Confidential. © Somo Ltd. 2012
THE NEAR FUTURE

44. © Somo Ltd. 2012
SOMO AUDIO TRIGGERS

45. © Somo Ltd. 2012
Exclusive Offers,
Promotions or Odds
Information about Live
Odds/ Event Information
Exclusive Video
Link to Paddy Power
Mobile Website
Free Game e.g. Spot the
Paddy Power Mischief
Social networking
e.g. Tweet about PP
Prompting an action
e.g. check in, take a photo
Apps do not need wifi or 3G connection to trigger content
Local content can be cached in the App to be unlocked by audio triggers
WHAT CONTENT CAN BE TRIGGERED?
Exclusive audio
commentary of live event

46. © Somo Ltd. 2012
STARHUB LOVE TAIL
Singapore’s 1st Interactive
TV Commercial
Triggering content through
Audio & Visual sensors