This document provides an overview of mobile finance and marketing strategies. It discusses (1) understanding customers' mobile behaviors and different levels of mobile interactions, (2) the fragmented mobile advertising market and challenges in media planning and buying, and (3) Somo's product called Apptimiser that allows real-time tracking and measurement of app promotion campaigns across app stores. The presentation concludes that sustained, cost-effective mobile app promotion can effectively drive distribution and leads to significant increases in key metrics like signups and cost per signup.

1. Mobile Finance
Master Class
May 2011
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2. Video
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3. A full service mobile marketing agency operating globally
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4. Strategy
• WHAT does mobile mean to my business?
• WHY should I be deploying on mobile now?
• WHO else is doing this in my sector, do I lead or follow?
• HOW do I go about transitioning my brand to this medium?
• DO I build an application or mobile website?
Somo engages at the exec level on strategic & tactical consultancy
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5. Product Development
Creative Design Heavy Lift Development
User Experience Applications & Mobile sites
Customer Journey Heavy Lift Integration
Consumer & Enterprise
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6. Understanding mobile behaviour
Deep Dive Hybrid Skimming
The deep dive Tablet devices allow Mobile is suited to
experience is up to 4 for a hybrid skimming data – short
hrs in a seated interaction – a mix bursts of browsing for
position, deep levels between the deep between 1-8 minutes.
of research dive and skimming Usually for bites of
info e.g. Train times
Breakdown of different interactions with technology
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7. The mobile advertising market is highly fragmented
30+ blind networks – high reach, low price
Search engines Stores & social
...which makes buying
a specialist task
1000’s of premium publishers & operators
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8. Media Planning & Buying for Mobile
Display Search SMS / MMS
Sustained cost effective app promotion delivers distribution
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9. ApptimiserTM “One SDK to Rule Them All”
App Stores are walled gardens which block traditional tracking methods
Apple & Application
Advert Android
App Stores
x ApptimiserTM
Apptimiser TM enables tracking through app stores
Real Time Measurement
Real Time Yield Management
Delivers Better ROI
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10. Impact of Mobile Advertising is sustained
500
400
Sign Up Index
300
200 390%
100
Pre Somo Post Somo
0
200
CPS Index
150
100
50
0
Sustained cost effective app promotion delivers distribution
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11. THANK YOU!
ANY QUESTIONS
Stewart Hunter stewart@somoagency.com +44 (0) 7900 181609
Vinny Hayes vinny@somoagency.com +44 (0) 7949 196615
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