MOBILE10 Fallon Brainfood - 10 Things Marketers Should Know About Mobile Marketing

They promised us “the
future” would be
mobile.

Copyright ©2008 Fallon Worldwide. All rights reserved.

*Star Trek Tricorder
1

TEXT US NOW FOR A CHANCE TO WIN A $50
APPLE GIFT CARD!

Which of these technologies has the most users
globally?

1: TV
2: PC
3: Mobile Phone

Text your answer (1, 2, or 3) to 70734 for a
chance to win one of three Apple gift cards!

Winners announced at end of presentation.

*Standard messaging rates apply

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2

::Brainfood ::

The Mobile 10
10 Things Marketers Should Know About Mobile Marketing
October 1, 2008

Brainfood is a monthly all-agency lunch
conducted by Fallon Planners. Wide-ranging
topics explore trends, business issues, and
actionable opportunities for our brands.

3

Fallon Brainfood - trends, ideas, opportunities
and thought leadership for our brands.

Brainfood is a monthly all-agency lunch conducted by
Fallon Planners.

Where we’ve been in 2008:
Virtuality // Design For All // China Rising // The Social 10

What’s Next:
The Mobile 10 // The Dirt on Green // The Viral Vanguards //
Managing Your Personal Brand(in the Age of Web 2.0)

Missed previous Brainfoods?
Go to http://www.slideshare.net/akispicer/slideshows
Fallon Planners. Wide-ranging topics explore trends,
business issues, and actionable opportunities for our
brands.

4

Introductions

Aki Spicer, Planning Director Marty Wetherall, Senior Producer
“Chuck Norris of Social Media” “MacGyver of Production”


Fallon Planners. Wide-ranging topics explore trends,
business issues, and actionable opportunities for our
brands.

5

This is a presentation about social media using
social media!

Join us on your choice of a range of digital
touchpoints including

+Fallon Planning Blog on Blogger
+UStream livestream video
+Plannersphere on Ning
+Slideshare
+Qik livestream mobile video
+Meebo chat
+SMS Text messaging

+Scoreboard photosharing

6

A word about our mobile text experiment

Text FOOD to 99134


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7

TEXT US NOW FOR A CHANCE TO WIN A $50
APPLE GIFT CARD!

Which of these technologies has the most users
globally?

1: TV
2: PC
3: Mobile Phone

Text your answer (1, 2, or 3) to 70734 for a
chance to win one of three Apple gift cards!

Winners announced at end of presentation.

*Standard messaging rates apply

Powered by

8

2008 marked the official “mainstreaming” of the
mobile web. Here are 10 trends marketers should
know about it.

1. Critical Mass
2. Get Smart
3. Everyware
4. Mobile Shopping
5. Lifelogging/Lifestreaming
6. iPhone Economy
7. Android Attacks
8. Mobile Search
9. Cloud Computing
10. New Metrics

Fast dive into these trends—What’s now? What’s next?
…and look at how other brands like you are tapping them.

9

The Mobile Web is no longer “fringe” or “future”
technology.

Mobile Life un-tethers information to go with us
in real-time, anywhere, and everywhere.

Mobile Life is a whole new paradigm, not just TV
and PC made small.

And the creative opportunities are boundless.

10

Who in this room doesn’t have a cell phone?

Do you know anyone over the age of 18 that
doesn’t have a cell phone?


11

Remember computing interfaces circa 1980-90s?


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Apple (then Windows) changed everything…


13

In many ways, it is still the wild, wild west for
mobile standards and compatibility.


Source: “Designing For Mobile”, Todd Bartz, Space 150,
http://www.slideshare.net/space150/deepspace-designformobile?src=embed 14

Apple changed everything (again)…


15

Mobile is as different from the internet as TV is
from radio.


16

Mobile does everything the previous media can
do, including interactivity & search of the
internet
+personal mass media
+always-on media
+always carried media
+location aware
+with built-in payment channel
+as activation tool is ever present at point of creative
impulse
+most accurate audience info

text messaging, ringtones, logos, news, music, gaming, voting,
subscription, pay-per-view, advertising, sponsorship, picture
messaging, major revenue shift for music, gaming, e-mail

Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
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From a “desktop” mentality towards an anywhere
mentality…computing is now a portable reality
and no longer a fixed space experience.


18

Mobile Life is not a mere “trend”.
It signals fundamental shifts in human behavior.
TECHNOLOGY

HUMAN BEHAVIOR


19

Meet your next computer. TV. Radio. Camera.
Map. Social Network. Coffee maker?


20

What are some actionable opportunities for
leveraging mobile media for your brands?


21

“From essentially zero, we've passed a
watershed of more than 3.3 billion active cell
phones on a planet of some 6.6 billion
humans in about 26 years. This is the fastest
global diffusion of any technology in human
history -- faster even than the polio vaccine.”

Joel Garreau, writer “Our Cells, Ourselves”, of
the Mobile Web”, Washington Post, 02/24/08


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Critical Mass


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Globally, there are more mobile devices than PCs.

3X more
MOBILE PHONE=3.3B
than PCs!

TV=1.5B

PC=820MM

GAMEBOY=190MM
iPOD=100MM


PDA=30MM

Source: Google Mobile, June 2008 24

This means that for many people in emerging
markets - the internet has always been mobile.


25

Even in U.S., internet users and broadband users
are still only 72% and 61%, while mobile phone
penetration is 84%


26

And millenial youth are mobile natives - they’ve
grown up never having been confined to the
fixed space of “desktop connection”.


27

Mobile life is pervasive. It shadows our “real life”
in ways that traditional media cannot.

Mobile Use, All Day—Every Day


28

Not just for talking anymore


29

At 40MM users in the US, the mobile internet is
now officially mainstream media.

≥ 263MM US mobile subscribers
≥ 144MM (57%) US mobile subscribers were data users (used
phone for functions like SMS or web access)
≥ 9 of 10 college students own a mobile device
≥ 63% of professionals use text msg
≥ 37% have received mobile advertisements
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Mobile Life increasingly looks like “real life” just
made portable.


31

And where the people go, advertising dollars
must soon follow.


32

Advertisers will be challenged on how to add
value to Mobile Life - not just interruptions.


33

Implications for Critical Mass

40MM - the water is now warm enough for
swimming.

Mobile is all day, all ways media - meet it on its

terms.

Mobile is Me Media, don’t blow it with spam.

34

“In everyware, all the information we now
look to our phones or web browsers to
provide becomes accessible from just about
anywhere, at any time, and is delivered in a
manner appropriate to our location and
context.”

Adam Greenfield,
author Everyware: The Dawning Age of Ubiquitous
Computing”


35

Everyware


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Everything is connected. Everything becomes
“media”.

Ambient Devices' weather-
predicting umbrella receives
data from Accuweather.comto
let you know when it's going
to rain.

37

The Home becomes our central media hub.


38

The car becomes our remote media station.


39

In face of Everyware, content and networks are
un-tethering to meet the demands of the
Anywhere Consumer.


40

Impact of Everyware on advertising: two way
communications enable shared values and
community anywhere.


41

Any media can invite mass interaction and
participation.


42

Nike+ uses technology to enable both real-world
and digital competition amongst community of
runners.


43

Best Buy provides utility thru iPhone app
sponsorship.

Doubled user registrations of Pandora and Best Buy halo
association for bringing you this experience.

Averaged 2.5 percent to 3 percent click-through daily.

44

While American Idol paved the way for mass
interaction via text voting, Obama ‘08 leveraged
the medium for greater (ongoing) engagement.


97.5MM SMS Votes! 2.9MM Uniques
45

FanChatter specializes in a user-generated
update of the traditional “Fan Cam” scoreboard
at sports events.


FanChatter Stadium lets fans interact with the games and
events they attend using the camera technology found on
their mobile phone.
46

Take a photo with your camera phone and send it to
fallon@fanchatter.com (works with MMS or email)

Photos will appear in a real-time slideshow during this
presentation and also in a live-updating gallery at

http://fallon.fanchatter.com

Standard messaging rates apply

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47

Implications for Everyware

On the network, the center is everywhere.

Marketing strategy now about devising a brand
narrative that is amplified (and cohesive)

across all “media”.

A brand’s combination of gestures (across all
media) accrete value (meaning).
48

Mobile Shopping


49

Approximately 300B paper coupons are printed
every year and only about 5% of them are ever
redeemed.

Why Mobile Coupons
≥ Cost effective, less waste
≥ Promote the code in location (in context)
≥ Meets digital natives where they live
≥ Never “lost” or forgotten when you need them


50

Powerful mobile access is reframing the
experience of shopping and opening up the
hidden data and context about products.

ScanZoom, grants Sony Photo Navi
Packaging codes for
direct access to offers information
enhancing mobile
Pricegrabber’s or on products via
access.
Amazon's info. shots of wine label.

Pricenoia lets users
compare Amazon
price listings while
in-store.

51

Amazon is enabling SMS text shopping for the
new Anywhere Consumer.


52

Expect an increasingly complex mesh of
shopping touchpoints.

MoGo Shopping
(mobile buy, couponing, voice
search, location awareness)

Interwebnets

Retail Store
Social Web (convenience-experience)
Home Hub


53

Implications for Mobile Shopping

Mobile unlocks new layers of information about
products, anywhere.

Mobile unlocks new paths to purchase.


All hell breaks loose.

54

We’ve covered a lot during this Brainfood lunch.
Some key takeaways about The Social 10…

≥ Critical Mass: 40MM people on the mobile web - we officially
have a market.
≥ Get Smart: Smartphones Rule.
≥ Everyware: Everything computes.
≥ Mobile Shopping: Mobile unlocks new paths to purchase.
≥ Lifelogging: Always-on culture demands always-on brand ideas.
≥ iPhone Economy: Resistance is futile.
≥ Android Attacks: Not a device, a (Google) platform.

≥ Mobile Search: Not a suite of answers - the right answer.
≥ Cloud Computing: The web is your server now.
≥ New Metrics: We must forge engagement standards in the age
of mobile.

55

A word from our sponsors

Mobile solutions powered by
For information: jmullin@onthegomarketing.com

Event Photo Sharing powered by
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56

Which of these technologies has the most users globally?

1: TV
2: PC
3: Mobile Phone

THE CORECT ANSWER IS (3) - Mobile Phone


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57

Take a photo with your camera phone and send it to
fallon@fanchatter.com (works with MMS or email)

Photos will appear in a real-time slideshow during this
presentation and also in a live-updating gallery at

http://fallon.fanchatter.com

Standard messaging rates apply

Powered by

58


59

Let’s continue the conversation on our blog:
http://fallontrendpoint.blogspot.com

Connect with us at aki.spicer@fallon.com marty.wetherall@fallon.com


60

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