This document summarizes key points from a talk on applying startup thinking to mobile marketing. It discusses how startups think of mobile not just as a media channel but in terms of products, distribution, and customer experience. It advocates for mobile marketers to test, learn, and scale quickly; embrace failure as progress; and take risks in order to drive innovation. Specific strategies highlighted include creating minimum viable products, obtaining user feedback, continual refinement, and rapid testing of new ideas. Examples like Facebook, Nike+, Airbnb, and Yo are presented as illustrations of these principles.

1. Welcome Talk
Co-organized by:
In partnership with:
By Arthur Policarpio, Mobext CEO
Co-Chair of CMO Mobile Summit 2014

2. To make mobile work, CMOs and agencies need to think more like start-ups.

3. Why do the best mobile ideas come from start-ups…

4. And not from agencies?

5. 21
Mondelez partners with startups to commercialize a joint innovation in 90 days.

6. 6
PepsiCo handpicks 10 startups who can pilot their
technologies to market PepsiCo brands.

7. Start-ups get the opportunity to work on global Unilever projects and be mentored by Unilever’s top marketers.

8. Choremonster
Received $120,000 in investment capital and mentoring from top Disney executives
http://disneyaccelerator.com/mentors/

9. 21
Welcome to the new mobile economy

10. $18 B
600 employees
$ 17 B 71,800 employees

11. $10B
100 employees
$15 B 62,553 employees

12. $ 10 B
1,000 employees
$3 B
16, 160 employees

13. Apply Startup Thinking to Mobile Marketing
»Create Products, Not Campaigns
»Test, Learn and Scale
»Speed
»Failure = Progress
»Risk-Taking
13

14. #1
Create Products,
Not Campaigns

15. 30
Awards
Creativity
Technology
Agency bias to creative flair, awards

16. But what keeps CEOs awake at night?
31

17. 3 Things that Matter to CEOs

19. Startups don’t think of mobile as just a media channel.

20. Distribution
Marketing
Customer Service
Product Development
Business Model

21. Treat Advertisers as Venture Capitalists

22. Track
Participate
Personalize
Nike+ app

23. And it paid off
Over 7M Nike+ community members
Revenue up 16% to $24.1 B --
the highest in 15 years

24. Google’s Toothbrush Test
Will I use it everyday?
Will it improve my life?

25. #2
Test, Learn, Scale

27. WARNING: This process is irreversible!

28. Nail it, then scale it
Build Minimum Viable Product (MVP)
Launch and get feedback
Refine
NOW
Massive marketing launch
PR stunts
Additional features
LATER

29. Remember: this can’t be the other way around!

31. Facebook started as a ‘Hot or Not’ site for Harvard

32. Then Facebook added the Newsfeed

33. Facebook Today
Ad network
Facebook Developers
Facebook Connect API
Newsfeed
1.23B monthly active users

34. #3
Speed

35. 24
Speed is Critical
“If we can reduce the time between pivots
We can increase our odds of success
Before we run out of money”

36. 24
“If we can reduce the time between pivots
We can increase our odds of success
Before we run out of money”
Why launch fast? You get to test your ideas directly with the people who will use the product.
Speed is Critical

37. Launch a “Minimum Viable Product” (MVP) Quickly

38. How it works
Add a friend and send him a Yo
Your friend receives a Yo from you

39. Why Yo was born
Hogeg approached Arbel to request for a simple way to get in touch with his assistant on his smartphone.
Moshe Hogeg Co-Founder of Yo
Or Arbel Co- Founder of Yo

40. Now, Yo evolved into a service

41. Get a Yo when your favorite soccer team scores a goal

42. Get a Yo when your package from Fedex is ready

43. Mind-boggingly simple
valuation
$10M
Registered users
2.5 M
Time it took to develop
8 hrs

44. #4
Failure = Progress

45. The “Perfect App” Doesn’t Exist

46. "We apologize for the great inconvenience experienced by users, and are working around the clock to prepare iOS 8.0.2 with a fix for the issue, and will release it as soon as it is ready in the next few days." a company spokesperson told The Verge.
The “Perfect App” Doesn’t Exist

47. Failure =
Learning Experience =
Product/Business Evolution
47

49. Never stop developing
GRABTAXI: Over 100 iterations in a year!

50. #5
Risk-taking

51. Airbnb : A ‘dumb’ idea

52. Would you rent out your homes to total strangers?

53. Brian and his co-founders sold cereals to attendees of the Democratic National Convention in November 2008.
Airbnb: Pushing ahead

54. Active properties
200,000
10 M
Guest nights booked
from 2008 to June 2012
Hotel night booked every two seconds
1
100%
Growth rate of Active properties for the past five months
Finding success

55. Valuation
$2.5 B
Finding success