2. “Maybe you’ve been too busy fiddling with your
smart phone to notice, but the mass media and
mass marketing structures that have more or less
defined your connection with the world for more
than half a century are in flames."
- Bob Garfield
13. ANZ Banking Group
Coles launched an customers have had
iPhone app more than access to an iPhone
two years ago. Shoppers payments app for almost
Dominos launched its
were not offered an 18 months. An Android
highly successful iPhone
Android version until option is not expected
app in November 2009.
December 2011. until mid 2012.
Its Android version was
not released until
September 2011.
15. AUSTRALIANS ARE SEARCHING MORE FROM
MOBILE DEVICES
Mobile web adoption 8x faster than the desktop web Android Nexus One
Moto Droid & Eris
12%of all Google queries in Dec 2010 came from mobile
devices
Android myTouch
3,000% + growth in 3 years
Blackberry Storm
iPhone 3GS
Palm Pre
Android G1
iPhone 3G
iPhone
2008 2009 2010
Source: Google Internal Data, based on a basket of 20,000 keywords
16. ‘
Desktop Search Queries Mobile Search Queries
Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010 16
19. TRANSITIONING AN AWARD-WINNING MAGAZINE
TO WEB AND MOBILE
The challenge: Translate a physical
magazine to the online space. This
utterly disrupts the existing
publishing model.
20. TRANSITIONING AN AWARD-WINNING MAGAZINE
TO WEB AND MOBILE
Netbiscuits
Mobile
Platform
Ooyala
Rich
Video
Content
Platform
Dynamic
Branded
Environment
Disqus
Ruby on
Community
Rails
Engine
Radiant
CMS
28. 1 Understand the mobile
behaviour of your
2 Develop mobile
3 Determine the best
4 Choose the
marketing goals approach objectives technologies
target audience
Consumers increasingly
turn to mobile as the Spread your messages
SMS is the most widely
most convenient as far as possible by
Brand Awareness used mobile technology
information source considering devices &
after voice
because it’s always operating systems
within reach
Target the right
Fragmentation affects consumer at the best Mobile search and
your ability to reach Acquisition location and/or time of display targets the right
consumers interaction with the user at the right time
right call to action
Determine offers that Mobile-optimized email
Branded iPhone apps
are most effective at & SMS opt-in programs
only reach a segment of Retention
capturing repeat allow the greatest
your audience
business distribution
Consumers’ interaction
Branded mobile
with brands in mobile A mobile app will appeal
Loyalty application can deliver
space differs from other to your true advocates
high degree of utility
channels
The decision to build smartphone apps primarily for iPhones has been based largely on Apple’s dominance of the Australian market. That has started to change dramatically in the past year and called this strategy into question.Technology analyst firm Telsyte predicts there will be four million Android phone users in Australia by the end of 2012. Apple is expected to retain its position at the head of the market, with more than five million iPhones in use, but the gap is closing.The Android community is forecast to be bigger within three years, thanks largely to the broader choice of phones at different prices that make them affordable to consumers who can’t afford an iPhone.
It’s not simply a matter of converting the magazine content for viewing online but transitioning that content to take advantage of context, connectivity and convenience. At its very least it explodes the publishing paradigm. Editorial budgets and calendars for finite content off line do not make much sense in a 24x7x365 world.CPA was grappling with this challenge when they sought out help from HotHouse. They needed to take their award-winning, custom print magazine, In the Black, online. In doing so, they wanted to optimise their content for both desktop and mobile consumption. They needed a robust content management system to support it, the ability to manage video content and images and the infrastructure to build community.
HotHouse recognised the opportunity to create a dynamic branded content environment that could deliver rich engaging content at the same time as perfectly optimised content for users on the go. Ruby on RailsWith a tight deadline to manage, HotHouse developed the new website on the Ruby on Rails framework and integrated a Radiant CMS. Ruby on Rails allowed our developers to focus on figuring out the business logic rather than how the code works. This meant we could deliver the project within a tight timeframe without compromising the quality of the work. HotHouse built a back-end that would allow for multiple editors to manage the content, and employed cloud based services to deliver video and community involvement. The site was integrated with Netbiscuits to facilitate automatic updates of the mobile site directly from the website CMS point of entry. Cloud based servicesThe cloud based services were selected to provide scale for escalating mobile video consumption and commentary. HotHouse integrated Ooyala video management platform to deliver web and mobile video to viewers wherever they are, on whatever device. Disqus community engine was deployed to offer a forum for readers to discuss, debate and ponder In the Black topics, boosting interactivity with readers of the printed title.