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Mobile marketing

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Presentation about mobile marketing that shows why you should go mobile and how you should approach this.

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Mobile marketing

  1. 1. MOBILE<br />WHY & HOW should you go mobile?<br />
  2. 2. 2<br />Everyone talks about “mobile”…<br />
  3. 3. Mobile is more than SMS, its a whole new channel...<br />3<br />
  4. 4. 4<br />Why to go mobile<br />
  5. 5. Mobile internet will shortly overtake desktop internet...<br />5<br />TODAY<br />Source: Amdocs 2010; Stanley Research 2010; ABI research 2010; Steve Jobs, April 2010<br />
  6. 6. ... As it has the best fit with consumers’ new lifestyleIncreasing fragmentation of places & times for information<br />6<br />Mobility<br />Office<br />Office<br />Mobility<br />Evening<br />WE<br />7-9 am<br />9 am-1 pm<br />2-7 pm<br />1-2 pm<br />7-8 pm<br />8-10 pm<br />TV<br />Print<br />Radio<br />Internet<br />Mobile<br /><ul><li>Personal
  7. 7. Always carried
  8. 8. Always on
  9. 9. Built-in payment system
  10. 10. Available at the point of creative inspiration
  11. 11. Captures social context of media consumption</li></li></ul><li>7<br />How to go mobile<br />
  12. 12. Although Belgium market is less developed compared to other EU countries…<br /><ul><li>Limited amount of 3G (BASE offered no 3G)
  13. 13. Prohibition of combined sales until recently
  14. 14. High subscription fees
  15. 15. Lack of flat rate subscription</li></ul>*79% of belgian population has a mobile of which 12% are smartphones<br />Source: In The Pocket, mobile agency, 2010<br />
  16. 16. … there is some potential, mainly with iPhones<br />“3G subscriptions will rise with 300% <br />the following 3 years in Belgium”<br />* Source: In the Pocket, Mobile Agency, 2010<br />
  17. 17. iOS ... is the most appropriate Operating System <br />10<br />Apple (iOS):<br />72% of Belgian market<br />Reaches iPhones, iPads & iPod Touch<br />App Store is one of the most visited application stores worldwide and in Belgium<br />Development process is one of the easiest (compared to other OS)<br />iPhone users exploit the most mobile options*<br />Android as second choice<br />Will know a very strong growth<br />Already nr 1 in USA<br />2010 - Q2: has grown more than 100% in EU compared to 40% growth for Apple<br />* See Appendix <br />* Source: In the Pocket, Mobile development Agency, 2010<br />
  18. 18. Functional & social as killer mobile applications<br />11<br />Q: How often do you engage in the following internet activities for personal purposes via your mobile phone or smartphone?<br />Source: MC DC 2009 online research, EU= 7.710, BE= 484<br />
  19. 19. 12<br />How to integrate mobile into corporate strategy<br />
  20. 20. THoM suggests a 4-step approach...<br />13<br />4<br />3<br />2<br />1<br />
  21. 21. And mobile strategy has to follow a learning curve<br />14<br />
  22. 22. In function of your needs and objectives, application /mobisite can be more adapted<br />15<br />MOBISITE<br />APPLICATION<br /><ul><li>Available offline
  23. 23. Personal & innovative
  24. 24. Suitable for interactive & fun oriented services/products
  25. 25. In BE, high use of Apple apps
  26. 26. Creates recurrent use of the service
  27. 27. Usage of Smartphone hardware (camera, GPS, magnetometer, microphone, motion sensor)
  28. 28. Smooth user experience
  29. 29. Creates a bigger buzz
  30. 30. Less expensive
  31. 31. Complete control of the update process
  32. 32. Cross platform (wider potential audience)
  33. 33. More info oriented
  34. 34. Limited personalisation
  35. 35. Perceived as less innovative
  36. 36. Very limited access to Smartphone functionalities
  37. 37. High cost to bring it completely cross platform
  38. 38. Notavailable offline
  39. 39. Cost intensive
  40. 40. Application updates go through application stores (less control)
  41. 41. Native development per platform</li></li></ul><li>16<br />TO CONCLUDE<br />
  42. 42. Copy paste these links in your browser to see some original mobile applications<br />http://www.youtube.com/watch?v=sTERI1s-UyA<br />http://www.youtube.com/watch?v=QSzsFAJAKHI<br />http://www.youtube.com/watch?v=OVu55-P51fs<br />http://www.vimeo.com/9175135<br />http://www.vimeo.com/11679798<br />http://www.youtube.com/watch?v=zuVSpG-ZdkU<br />http://www.youtube.com/watch?v=Hhgfz0zPmH4<br />
  43. 43. For more information, please contact us<br />18<br />KardinaalMercierplein 2<br />2800 Mechelen, Belgium<br />info@thom.eu<br />+32 (015) 444 000<br />www.thehouseofmarketing.be<br />
  44. 44. 19<br />Appendix<br />
  45. 45. iPhone users exploit the most mobile options<br />20<br />Source: 09/2009, comScoreMobilens, Morgan Stanley review<br />

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