The document discusses how some mobile marketing pioneers are successfully utilizing mobile marketing by following three key principles: performance, interaction, and enhancement. It provides examples of companies that have optimized for mobile performance, resulting in significant load time reductions and revenue increases. Interaction challenges on mobile like form design and long lists are also covered. The importance of progressive enhancement to ensure content works across devices is emphasized. Real-world examples like Orbitz redesign and the BBC Olympics coverage illustrate how following these principles can lead to major benefits like conversion rate doubles and record online usage.

1. Striking Gold!
How Mobile Marketing Pioneers are Winning
the Hearts & Minds of Customers
http://www.pmt.net.au/guide-gold-prospecting/
1

2. Your Speakers Today...
Paul Brown
Business Development Manager
PBrown@affili.net
www.affili.net

3. Your Speakers Today...
Guenole le Gall
Head of Mobile
Guenole.LeGall@intela.com
www.intela.com

4. Your Speakers Today...
James Bott
Head of Business Development
James.Bott@mcsaatchimobile.com
www.mcsaatchimobile.com

5. Agenda
• Setting the Scene
• The 3 Principles of Mobile Web Development
• Mobile Monetisation: The Publisher Point of View
• Reaching your Audience through Mobile
• Wrap up
#A4UIT5

6. Many of us have been talking about
mobile marketing for years
http://a-drifting-cowboy.blogspot.co.uk/2012/02/rendezvous-at-boulder-pass-cowboys.html

7. “There’s gold in them hills”
http://www.pxleyes.com/images/contests/old-town

8. In the beginning the tools
let us down
http://www.sportsmansguide.com/net/cb/iit-reversible-silver-blue-tarp.aspx

9. Does anybody remember this advert?

10. Since then the tools
have improved
http://www.flickr.com/photos/lukew/738251574
6

11. ...And some pioneering businesses have
started to make mobile marketing work
2x Spotify mobile users convert from
FREE to paying subscribers at twice
the rate of desktop users

12. ...And some pioneering businesses have
started to make mobile marketing work
3x Debenhams omni-channel (includes
mobile) customers spent three times
more than in-store only customers

13. ...And some pioneering businesses have
started to make mobile marketing work
£6.4 eBay expects to drive over six
Billion
billion pounds worth of mobile
transactions globally in 2012

14. So its gold rush time?

15. Not exactly...
10% Of the top 1 million Quantcast
Only
domains are mobile optimised
Mobile Friendly Sites Report, Mongoose Metrics (2012)

16. This is bad news as existing online
consumers are time shifting...
Average Time (mins) Spent in Media, USA
264 274 30% +
YoY
155 167
94 94
44 44 50 65
Print Radio TV Desktop Mobile
Internet
2010 2011
TV, Mobile See Gains in Viewing Time, eMarketer (2011)

17. And a significant number of people are only
reachable by these devices
22% Of UK mobile Internet users never
Approx
or infrequently use the desktop
internet
The Mobile Only Internet Generation, On Device Research (2010)

18. And a significant number of people are only
reachable by these devices
9.2m
Approx
People
Based on current 3G
connections that equates to
2012 Internet Trends, KPCB (2012)

19. What’s holding things up?
http://cobaltpm.com/prevent-project-team-members-from-procrastinating

20. There are various reasons why mobile may
not be gaining ground in your business
• You don’t have a business case for the investment
• Its new, you need to fit ideas within your wider strategy
• There are financial or technical resource barriers
• Political unrest (i.e. Store price matching)
• Fear

21. Does this remind you of
the late 90’s?
Do we need
a website?
How do I
monetise?
.com
http://thefilminformant.com/2001/06/startup-com-poster-1/

22. Agenda
• Setting the Scene
• The 3 Principles of Mobile Web Development
• Mobile Monetisation: The Publisher Point of View
• Reaching your Audience through Mobile
• Wrap up
#A4UIT5

23. The 3 principles of mobile web app
development
Think:
I had to remove the
section on ‘Ranking’
1. Performance for the a4u Expo
event due to time
2. Interaction limitations. You can
3. Enhancement find the content in
the Appendices
4. Ranking
PIER

24. 1. Performance

25. When you do mobile every second counts
58%
mobile device users expect sites to
load as fast as they do on the
desktop
Why Web Performance Matters:
Is Your Site Driving Customers Away?, Gomez (2012)

26. When you do mobile every second counts
3+ Seconds
If your site takes more than 3
seconds to load, up to 40% will
abandon
Why Web Performance Matters:
Is Your Site Driving Customers Away?, Gomez (2012)

27. Lets meet a mobile performance pioneer..
6
Seconds
Before its performance optimisation
project completed pages took more
than the recommended time to load
Why Web Performance Matters:
Is Your Site Driving Customers Away?, Gomez (2012)

28. Lets meet a mobile performance pioneer..
1.2
Seconds
After the development work
pages loaded 5x faster!
Why Web Performance Matters:
Is Your Site Driving Customers Away?, Gomez (2012)

29. Lets meet a mobile performance pioneer..
+12% This scored a
significant revenue
increase
Why Web Performance Matters:
Is Your Site Driving Customers Away?, Gomez (2012)

30. How can you achieve Web Performance
Optimisation (WPO) success?

31. Things to ask your developer, or to think
about if you are a developer
• Minimise HTTP requests for “1st loaders”
• Cache what you can
• Gzip any text responses such as CSS & JavaScript
• Load CSS in at the page head
• Load scripts at the bottom of the page

32. 2. Interaction
http://www.coloribus.com/adsarchive/tv-commercials/iphone-4-smile-13767705/

33. Form design Challenge 1: Limited Keypad
Asking users to switch
between Alpha & Numeric
modes keypad modes can be a
pain on a multi-field form

34. Form design Challenge 2: Field Zoom
iOS users benefit from “Field
Zoom” for small fields,
however this can be unhelpful
if labels are left-aligned

35. Form design Challenge 3: Long Lists
Because mobile devices have
smaller screens, lists of data
are selected via specific UI
elements, such as spinning
selector in iOS.
This is not the best experience
for long lists.

36. Which brand has successfully leverage the
interaction principle?
2x Orbitz recent mobile optimised redesign
incorporates the best practices discussed +
others. After launch conversion rate doubled!
Orbitz spreads its ‘mobile magic’ throughout a redesigned m-
commerce site, InternetRetailer.com (2012)

37. 3. Enhancement
http://news.cnet.com/8301-17938_105-20077581-1/little-iphone-big-lenses/

38. “Making Web pages is like having a party:
you invite people you like. But you
never know who will show up”
Thomas Maslen, BBC Developer

39. “An escalator can never break: it
can only become stairs”
Mitch Hedberg
http://www.pxleyes.com/images/contests/old-town

40. “My business has a 3 year platform contract
and is tied to legacy systems...”
Right now I cannot be mobile first
What are my options?
• Volunteer to do some scoping, give the topic profile
• As if you can form a working group to build team skills
• Aim for a separate well designed mobile site
• Failing that, tweak for graceful degradation

41. Progressing Enhancement: The Ingredients
• Amazing Content!
• Semantic structure (XHTML)
• Cool Responsive Design (CSS)
• Various Behaviours (JavaScript)
Progressive Enhancement & Mobile, Aaron-Gustafson.com (2012)

42. Its The BBC After 90 years it is still a
pioneer!
24 HD Live streams made 2,500 hours of
Olympic content available across Desktop,
Mobile, Tablet & Connected TV (Red Button)
BBC Sport breaks online records with first truly digital Olympics,
BBC.co.uk (2012)

43. Its The BBC After 90 years it is still a
pioneer!
40% Of weekend browsers accessed the
BBC’s London 2012 content via
mobile devices
BBC Sport breaks online records with first truly digital Olympics,
BBC.co.uk (2012)

44. Its The BBC After 90 years it is still a
pioneer!
12m requests from mobiles for video
throughout the Games!
BBC Sport breaks online records with first truly digital Olympics,
BBC.co.uk (2012)

45. Thanks for listening to section 1,
do you have any questions?
Paul Brown pbrown@affili,net
Business +44 (0)207 067 2492
Development +44 (0)7803 147 738

46. Agenda
• Setting the Scene
• The 3 Principles of Mobile Web Development
• Mobile Monetisation: The Publisher Point of View
• Reaching your Audience through Mobile
• Wrap up
#A4UIT5

47. Mobile Monetisation: The Publisher, point of view:
1. You are a Publisher, you are already in the Mobile business
2. Why we recommend you to adopt a performance business
model on Mobile?
3. How you can resolve the oversupply challenge?

48. You are a Publisher,
you are already in the
Mobile Business

49. More than 20% of the audience of any website is now coming from a
mobile device. It will be more than 50% in less than 2 years
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2008 2012 2014
Mobile Desktop

50. Currently about 36% of emails are opened with a mobile device
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
United USA Canada Australia Spain France
Kingdom
% of Mobile Openers
At Intela we are sending 30 to 40 million emails a day and we have :
 45% of Mobile openers in UK
 42% in US
 43% in Canada
 40% in Australia
 29% in Spain
 23% in France

51. Your need to consider Mobile for your social media strategy:
On 1 Billion active users on Facebook,
600 Million are already Mobile active users
Facebook members
Mobile
Desktop
Facebook represent 70% of all the traffic for some carriers

52. Develop your Mobile Strategy: develop you Mobile Website
& also develop your Mobile Application:
The major part of the audience
available on Adnetworks is
coming from Application
 40% Webapps
 60% Applications up to 85%

53. Why we recommend you
to adopt a performance
business model on Mobile?

54. If you are a Premium Publisher, if you can provide targeting,
if you propose rich media solutions for advertising
(Games, Video, Interactive banners…) you can probably
sell all your inventory on CPM / CPC

55. But if your not a Premium Publisher, especially on the Mobile you need to
consider to work on a performance business model.
And in this case the following information are important :
1. The Mobile Inventory is already huge and is increasing extremely fast.
The part of the unsold inventory would be more and more important.
2. The media spent on Mobile is very
low compare to TV, Internet, Radio
or Magazine… There is definitely a
lack of campaigns
3. The eCPM on mobile is for the moment
5 time lower than on the Web.
It will take 2 to 3 years to catch up Web eCPM

56. The Mobile Inventory is already huge and is increasing extremely fast.
Worldwide Smartphone numbers in millions (Flurry)
+700% In less than 2 years
The part of the unsold inventory would be
more and more important.

57. The media spent on Mobile is very low compare to TV, Internet, Radio or
Magazine… There is definitely a lack of campaigns
2011 U.S. Ad Spending vs. Consumer Time
Spent by Media
43%
AD SPEND PER MEDIA
40%
TIME SPENT PER MEDIA
29%
22% 23%
16%
11%
9%
6%
1%
TV Print Web Radio Mobile
Source KPCB

58. The eCPM on mobile is for the moment 5 time lower than on the
Web and It will certainly take 2 to 3 years to catch up Web eCPM

59. In the performance
space how can you resolve
the oversupply challenge?

60. Delight your clients:
 Innovate
 Create perceived value
for the client
 Avoid imitations
 Don’t be temped to do it yourself
Apple’s consistent message is, “Surprise and delight your users.”

61. Target, target & retarget:
 OS, Device, Geo targeting,
Network, Carrier, demographic…
 Use behavioral targeting & CRM
 Use retargeting

62. Use the right campaigns to monetize your traffic
 Mobile Commerce
 Mobile Lead Generation
 Mobile Application
 Mobile Content

63. Conclusion
1. You already have an important Mobile audience, monetize it!
2. Think your Mobile monetization on a performance basis
3. Create your own Mobile services & develop your Mobile Strategy

64. Thank you for your time
Are there any questions
from the floor?
Guenole le Gall
Head of Mobile
Guenole.LeGall@intela.com
www.intela.com

65. Agenda
• Setting the Scene
• The 3 Principles of Mobile Web Development
• Mobile Monetisation: The Publisher Point of View
• Reaching your Audience through Mobile
• Wrap up
#A4UIT5

66. The
market
UK smartphone
penetration is at in the
52%
This peaks to 75% among those aged 18-
29
On average UK users have 25 apps
installed on their device
9 apps have been used in the last 30
days and 8 apps having been paid for.

67. What are we doing
on our mobiles?
78% of UK consumers said they would
not leave their home without their
smartphone.
21% said they would rather give up their TV or computer than
their smartphone.
76% use their smartphone to browse the internet, 67% used an app.
52% use their device to go online ‘multiple times’ per day.
22% of users said that they ‘noticed ads on their mobile’ either
all of the time or most of the time - 38% while on a website 35%

68. Mobile campaign
Effectiveness
Mobile Online

69. We hear the word "addiction" a lot in
reference to mobile phones.
Users report a need to begin and end
their day with their phone and admit
having an addiction to them - whether
for gaming, texting, shopping,
connecting with a community, or
accessing endless information.
For marketers, there is a real opportunity
to engage with consumers in this personalised,
highly interactive environment.

70. So how do you
reach,
Acquire and
engage them?

71. Reach…
Broad reach
Ad networks
Premium
Publishers
Affiliate
networks
Wi-fi
networks

72. Acquire…
Downloads are vanity
sales are sanity
• How people found your app or mobile site?
• How many downloaded?
• How many opened after download?
• How many users purchased / subscribed / played /
engaged?
• How many times?

73. Engage…
Use online and offline learnings to give them what
they want
Ensure that you have a clear proposition
Ensure that you have a smooth user journey
User engaging content
Give them a reason to come back
Don’t over-complicate!

74. Thank you.
That’s the end of this
section, any questions?
James.Bott@mcsaatchimobile.com
LONDON - NEW YORK - LOS ANGELES – JOHANNESBURG -
CAPE TOWN – SYDNEY - PARIS
www.mcsaatchimobile.com

75. Agenda
• Setting the Scene
• The 3 Principles of Mobile Web Development
• Mobile Monetisation: The Publisher Point of View
• Reaching your Audience through Mobile
• Wrap up
#A4UIT5

76. That’s all Folks
Watch out for this deck on
http://www.slideshare.net/a4uexpo

77. Appendices

78. Further Reading: The 3 Principles of Mobile
Web Development
• http://www.stevesouders.com/blog - The speed
king, Steve provides deep technical incite into going
faster
• http://www.uxbooth.com – This collective of authors
share common sense tips that will make you site more
engaging and therefore more sticky.
• http://www.lukew.com/ff/ - Great articles and notes
on Responsive Web Design & Progressive Enhancement

79. Further Reading: Mobile Monetisation: The
Publisher Point of View
• http://www.slideshare.net/kleinerperkins/kpcb-
internet-trends-2012- Mary Meekers 2012 review on the
state of the Internet. Delivered at the AllThingsD, D10
conference.
• http://www.opera.com/sma/2012/q2/ - Interesting
review of which mobile ad formats are trending
• http://www.emarketer.com/(S(t1dbt545e1mlujiknbqcin
bo))/Article.aspx?R=1009316 – Review of which
platforms offer the best monetisation potential

80. Further Reading: Reaching your Audience
through Mobile
• http://www.gstatic.com/ads/research/en/2011_TheMo
bileMovement.pdf - Detailed consumer research
conducted by IPSOS into consumer behaviour
• http://boletines.prisadigital.com/MobileShop.pdf - A
look at what consumers really want from their mobile
shopping experience.

81. 4. Ranking

82. Separate mobile site vs. a multi-
device site on the same domain

83. In reality both can work...
http:/www.domain.com http:/m.domain.com
• The search engines • Often easier to
recommend implement
• Links to mobile pages • With Canonical link refs
can add to desktop duplicate content need
authority not be an issue
• Likely to be no redirects • It may be easier to serve
which can mean a faster mobile devices different
mobile experience content

84. Should we be publishing &
optimising the same content for
mobile devices?

85. Possibly not...
What about local?
http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463

86. Mobile Instant Preview allows the user to
visually compare you to the competition
http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463

87. Most Android users will see personalised
search results because they are logged in