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Developing a Mobile Marketing
    strategy for the public sector
     Jonathan Bass, Managing Director
     18th January, 2012




Copyright Incentivated Limited 2011     www.incentivated.com
The ingredients are assembled, let’s bake
 A good marketing strategy is based on both data and experience
    We are seeing more and more clients ask for assistance with the
    development of a mobile marketing strategy because their
    experimentation has yielded results and wider market stats are
    convincing but their knowledge is limited
 A good mobile marketing strategy will consider
    Messaging (SMS, MMS, App Push Notifications)
    Mobile sites
    Mobile advertising
    NFC
 The following make up the garnish
    Apps, QR codes, Bluetooth

                                                             Copyright Incentivated Limited 2011
Contents

      Mobile is a ‘hot topic’
      About Incentivated
      Why mobile?
      What you can do – examples




                                   Copyright Incentivated Limited 2011
Setting the public sector scene
 Despite (perhaps because of) the recession and public sector budget
 cuts, mobile has become just as important in this sector as for other
 business sectors:
 Mobile can help deliver known outcomes, but at reduced costs
    NSPCC has added SMS reporting to their child welfare helpline to widen
    its reach, as well as allowing it to manage existing resources more
    efficiently (call handlers can use ‘downtime’ when call volumes drop to
    respond to written (texted) queries and reports)
    Scottish Power has added the ability for customers to text in their meter
    readings, which allows them to reduce the overheads involved in having
    teams of people visit and re-visit homes/ or the amount of staff needed
    or hours of operation of call centres to capture this critical billing
    information.

                                                               Copyright Incentivated Limited 2011
Setting the public sector scene
 The summer’s big sporting event (no, not Euro 2012!) is also
 inspiring an understanding of mobile use by the public and how it
 can be tapped into by local authorities etc
    Royal Borough of Kensington & Chelsea identified a need to help visitors
    to its borough how its three main centres link together, to promote less
    obvious areas of interest (not ‘just’ the King’s Rd for example) and help
    visitors get around, without the need for print outs or expensive
    (temporary) public signage and promotions. The mobile site is integrated
    at the back end with their pre-existing CMS: write once, publish
    everywhere
    Needs around the Olympics will vary by proximity to venues, Torch relay
    routes, travel gateways and identified increases in tourism visitors.
    Or even ‘just’ communicating access to local events/ big screens in parks
    or municipal spaces where people can congregate to watch the coverage.
                                                              Copyright Incentivated Limited 2011
State of the Nation
 Over the last 12 months councils/local authorities/government have
 started to catch up with the public’s use of mobile, especially online
    Many have SMS services though most do not have mobile optimised
    sites or apps
    Ofcom data highlights increasing ‘mobile only’ households
 With sites that do exist looking the same, the opportunity now exists
 to:
    improve the UX/UI and so differentiate the offering
    offer implicit and explicit personalisation i.e. join up the web and mobile
    sites
 Complete mobile integration is becoming not only possible, but
 essential

                                                                Copyright Incentivated Limited 2011
Internet users in the UK
Strong mobile internet growth across all age groups

   GB adult internet users who accessed the Internet via mobile in the last three months



      80%                                             16-24          25-34          35-44          45-54          55-64          65+                                71%
      70%                                                                                                                                                                    65%

      60%
                                                                                                       47%                                                                            49%
      50%                                                                                     44%

      40%                33% 32%                                                                                                                                                               33%
                                                                                                                32%
                                           27%                                                                            25%
      30%
                                                                                                                                                                                                        21%
                                                     19%
      20%                                                                                                                          13%
                                                              10%                                                                                                                                                 8%
      10%                                                               5%                                                                   5%

        0%
                                               2009                                                                  2010                                                                 2011



Source: Statistical Bulletin: Internet Access - Households and Individuals, 2011. Prepared by the Office for National Statistics, August 2011. Base: GB adults who accessed the Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011.
http://www.ons.gov.uk/ons/dcp171778_227158.pdf


                                                                                                                                                                                                              Copyright Incentivated Limited 2011
Mobile internet in the UK
People do it, and people LIKE it...




                    45%                                                                           42%                           6m
               Of internet users in the                                                     People in the UK say mobile    People in the UK accessed
              UK access the internet via                                                    is the EASIEST way to access   mobile internet for the first
                       mobile                                                                        information            time in the previous 12
                                                                                                                                    months




Sources: 1 - IAB Consumer M-Commerce Study October 2011
2 & 3 - Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey


                                                                                                                                      Copyright Incentivated Limited 2011
GSMA data
Trend: Nov 2011 – Nov 2011 (UK data)

  GSMA data

                                          NHS.UK                     DIRECT.GOV.UK              POLICE.UK                DFT.GOV.UK
                                          NHS Direct                 SURREYCC.GOV.UK            SCOTLAND.GOV.UK          LONDON.GOV.UK
       800,000                            LBHF.GOV.UK                RBKC.GOV.UK                WALES.GOV.UK             NUMBER10.GOV.UK

       700,000

       600,000

       500,000

       400,000

       300,000

       200,000

       100,000

                  0
                         Nov-10 Dec-10   Jan-11    Feb-11   Mar-11   Apr-11   May-11   Jun-11     Jul-11    Aug-11   Sep-11     Oct-11     Nov-11



Source: GSMA data, November, 2011



                                                                                                                              Copyright Incentivated Limited 2011
GSMA data
Trend: Nov 2011 – Nov 2011 (UK data) – nhs.uk, directgov.uk, and police.uk omitted

  GSMA data

                                     DFT.GOV.UK           NHS Direct             SURREYCC.GOV.UK     SCOTLAND.GOV.UK          LONDON.GOV.UK
                                     LBHF.GOV.UK          RBKC.GOV.UK            WALES.GOV.UK        NUMBER10.GOV.UK
       40,000

       35,000

       30,000

       25,000

       20,000

       15,000

       10,000

         5,000

                0
                      Nov-10        Dec-10   Jan-11   Feb-11   Mar-11   Apr-11   May-11   Jun-11   Jul-11   Aug-11   Sep-11     Oct-11     Nov-11



Source: GSMA data, November, 2011



                                                                                                                              Copyright Incentivated Limited 2011
What does your website look like?
Half of UK organisations fail to check their own website from mobile devices


  Of those that have:
      41% admit their website has a reduced appearance
      36% offer reduced functionality
  The survey ( from 1&1 Internet) also finds that 65% of firms have not
  optimised their websites for mobile usage
  So …




                                                                    Copyright Incentivated Limited 2011
Contents

      Mobile is a ‘hot topic’
      About Incentivated
      Why mobile?
      What you can do – examples




                                   Copyright Incentivated Limited 2011
What Incentivated is

 An independent technology company and marketing services agency
 10 years’ experience operating exclusively in the mobile marketing
 sector
 We help our international client-base deliver integrated acquisition,
 CRM, and mCommerce campaigns and services through mobile




                                                         Copyright Incentivated Limited 2011
Some of Incentivated’s public sector clients




                                               Copyright Incentivated Limited 2011
Full service mobile with deep experience

 Technologies                           Needs
    5 formats:                            3 key areas of client activity:
       Enterprise Messaging (SMS, MMS        Acquisition
       etc)                                  After Sales / CRM
       Mobile Internet                       mCommerce
       Apps
       Short codes and QR codes
       Location marketing

 Services
    2 consultancy offerings:
       Creative / UX
       Strategy



                                                             Copyright Incentivated Limited 2011
www.incentivated.com
Visit our website to for more detail, product summaries and white papers




                                                                Copyright Incentivated Limited 2011
Contents

      Mobile is a ‘hot topic’
      About Incentivated
      Why mobile?
      What you can do – examples




                                   Copyright Incentivated Limited 2011
Why should a local authority use mobile?

 Easy & convenient for the citizen
   Sending SMS is simple and familiar: an everyday habit
   for over 90% of the population




                                              Copyright Incentivated Limited 2011
Why should a local authority use mobile?

 Helps the organisation manage costs, whilst
 meeting its communications accessibility
 objectives




                                         Copyright Incentivated Limited 2011
Why should a local authority use mobile?

 Provides measurable response rates and analytics (often
 more accurate than online in terms of uniqueness)




                                               Copyright Incentivated Limited 2011
Why should a local authority use mobile?
No phone left behind > mobile allows optimised accessibility across all devices

   As part of the increasing move to digital service delivery, mobile
   improves accessibility across all demographic segments. Mobile
   overcomes the creation of a digital divide as mobile ownership
   surpasses that of PC – and even the cheapest, lowest spec mobiles
   these days have basic access to online services.




                                                                     Copyright Incentivated Limited 2011
Why should a local authority use mobile?

 Puts the local authority “Brand in the hand” of the citizen




                                                 Copyright Incentivated Limited 2011
Why should a local authority use mobile?
There are 123 active mobile phones for every 100 people in the UK – placing us 15th in
the world table of device ownership

   Forward thinking. Technological advances combined with digitally-
   savvy audiences make mobile the most targeted and personalised
   marketing channel available




   Source: http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use
                                                                                              Copyright Incentivated Limited 2011
Mobile App or Mobile Web?
Although apps are ‘cool’, mobile sites reach more people

  Mobile internet vs apps usage                                       Top site types accessed by mobile internet




  44%

  42%

  40%
                                                                    25%

  38%                                   .
                                                                    20%
                     43%
                                                                    15%
  36%
                                                39%                 10%      21%
                                                                                           19%
                                                                                                     16%
  34%                                                                                                               13%          13%           11%
                                                                     5%                                                                                           9%            8%             7%       7%

  32%                                                               0%

              Mobile internet                   Apps




                                                                                                                                                                                                        s
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Source: comScore mobilens data, 3-month average ending March 2011



                                                                                                                                                                           Copyright Incentivated Limited 2011
Comparison of apps and sites
     Native app               Hybrid app                  Web app                    Mobile site




     + Offline content        + Offline content         + Offline content              + Access GPS
       + Access GPS             + Access GPS              + Access GPS               + Do not have to
  + Control camera and     + Control camera and      + Functions just like an         download app
    use of other native      use of other native     app but do not have to     - Can’t use camera or any
          features                 features          download via app store        other native features
 - Have to download app       + Content easily     - Can’t use camera or any
                                  updatable           other native features
                          - Have to download app

                                                                                      Copyright Incentivated Limited 2011
Apps
NHS Direct




  Work through one of the clinically tested health assessment tools by selecting your symptoms and
  answering some short questions about how you’re feeling
  Key features: Health assessment on the move; A comprehensive range of symptom checkers;
  Personalised guides to looking after yourself; Option to save advice to your device

                                                                                  Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Apps
Philly Watchdog (Philly City Controller)




  Take a direct role in stamping out fraud and waste by reporting incidents directly to the Fraud Unit
  Submit reports of fraud and abuse directly to the City Controller's Fraud Unit; Record video, take a
  picture or upload a previous file capturing fraud incidents; GPS feature allows reports to tag location of
  incident; Includes option to report anonymously; Call the Controller's Fraud Hotline directly 215-686-
  3804; Access the Controller's website for latest news and reports
                                                                                        Copyright Incentivated Limited 2011
Tablets in councils
Bassetlaw Council modernises its meetings by going "paperless"




  Bassetlaw Council, amongst others in the UK and around the world, are looking to save time and
  money by using iPads instead of traditional paper-based approaches
  The council currently publishes agendas and minutes in a booklet form and feels it needs to cut down
  on the amount of paperwork produced. Cost savings are estimated to be £70,000 over two years with
  the introduction of the iPad
  Meetings will be paperless with all agendas, minutes and presentations viewed electronically


                                                                                    Copyright Incentivated Limited 2011
Tablets in councils
Bury Council, for its garbage collectors




  The iPads will be mounted on the refuse collecting trucks dashboard to provide route guidance for the
  driver. More importantly they will be used to gather data on households who do not recycle or fail to
  put out their bins altogether
  The scheme is set to replace paperwork, and iPads will be pre-loaded with information and streets and
  houses will be seen on-screen
                                                                                     Copyright Incentivated Limited 2011
Tablets in councils
Surrey County Council social workers’ app




  The application gives social workers secure mobile access to care records and allows them to complete
  assessments and update personal details while they are making home visits.
  In testing as of May 2011
  http://www.youtube.com/watch?v=VGEGEvFeukw
                                                                                    Copyright Incentivated Limited 2011
Contents

      Mobile is a ‘hot topic’
      About Incentivated
      Why mobile?
      What you can do – examples




                                   Copyright Incentivated Limited 2011
SMS alerts and reminders
Citizens can sign up to receive timely, automated, SMS alerts for a variety of services

  Local traffic information (roads and motorways)
  Recycling reminders
  Local transport information (trains, buses)
  School updates (closures for weather etc)
  Pothole alerts
  Registration of births – enter due date, sent reminder
  Events for children, elderly, tourists, hard of hearing
  School closure updates
  Flooding updates
  Job alerts
  Check your smoke alarm battery…

                                                                      Copyright Incentivated Limited 2011
SMS
Notify NYC




  Registrants can select five notification types for up to five ZIP codes across NYC: Emergency Alerts –
  messages about life-threatening events that may require immediate action; Significant Events
  Notifications – important information about emergency events, utility outages and other types of high-
  impact events in your ZIP code; Public Health Notifications; Public School Closing/Delay Advisories;
  and Unscheduled Parking Rules Suspensions
                                                                                     Copyright Incentivated Limited 2011
LDA connects volunteers with 2012 Olympic & Paralympics Games using mobile


    Business need                                    The solution                                            Functions

     The London Development Agency is                Incentivated provides a full mobile service             • Enterprise messaging alerts
     currently running a ‘London Ambassadors’        which reminds volunteers to attend                      • Click to call facility
     volunteering programme and needs to sign        Ambassador interviews and training
     up a number of volunteers to welcome            sessions.
     visitors during the 2012 Olympic and
     Paralympics Games.                              Using our reporting platform the LDA now
                                                     monitor attendance and retention rates.
                                                     LDA has be given full-access to the SMS
                                                     platform and is responsible for the set-up,
                                                     scheduling and sending of subsequent
                                                     "alert" outbound sms broadcast(s), with no
                                                     limitation on the number of messages that
                                                     can be sent.
From Ambassadors:
Your recruitment event
is tomorrow at 24
                                                     The LDA find the reminder process as easy
Southwark Road SW1                                   to follow as possible as the existing online
5FR at ‘LDA building
don't forget your ID. To                             process has been replicated.
reschedule call
08448889187 (click-to-
call) To opt out, reply
ALERTS STOP
OPTIONS
BACK




                                                Inspiration guide: Acquisition| CRM | Enterprise messaging                       beinspired@incentivated.com
                                                                     Public sector: LDA                                          www.incentivated.com
Public information/ education
Provide information concerning local services or area.


  SMS
      brochure or e-brochure request (e.g. an electoral registration form)
      Summer reading challenge (e.g. text for “Space Hop” book)
      Sign up for an e-zine or newsletter
  Mobile internet
      We can create rich-media mobile sites and applications to engage the
      citizen further and provide access to more detailed information (e.g.
      directgov)
  Applications
      We can create an ‘app’ to deliver a rich design and use more of the
      functionality of the phone (e.g. “Starve your bin” for Recycle for
      London, and “Plings” for DCSF).
                                                                 Copyright Incentivated Limited 2011
RBKC goes mobile in time for 2012 Olympic visitors


Business need                                          The solution                                              Functions

 A mobile internet site was required to                To promote the Borough’s diverse retailers,                • Optimised mobile site with CMS
 provide tourist and visitor information for           and as part of the Borough’s visitor strategy                integration
 the Royal Borough of Kensington and                   in the lead up to the 2012 Olympic and                     • Location-aware services
 Chelsea, particularly to support its strong           Paralympic Games, we developed a mobile                    • Advanced mapping solution with back-
 mix of retailers and for 2012 Olympic                 internet site for RBKC to raise awareness of                 end integration with desktop site
 visitors.                                             its international tourist destinations.

                                                       The mobile site is integrated with the
                                                       desktop site’s CMS to deliver mapping and
                                                       information services for the Borough’s five
                                                       key tourist areas: Kensington; Notting Hill;
                                                       Sloane Square / King’s Road; Holland Park
                                                       and Knightsbridge.

                                                       The mobile site also features a full list of
                                                       attractions, events, museums, as well as a
                                                       complete shopping directory and an
                                                       interactive mapping solution. Users can
                                                       also access a broad range of restaurants,
                                                       bars, and hotels in the Borough.




                                          Inspiration guide: Acquisition | CRM | Mobile internet | Location marketing                beinspired@incentivated.com
                                                    Public sector: Royal Borough of Kensington and Chelsea                           www.incentivated.com
QR codes
Bridgwater - Town Guide




  QR code took me to the iTunes store where I had the chance to download the Bridgwater app
  Aimed at improving the touristic experience as well as supporting local retailers



                                                                                      Copyright Incentivated Limited 2011
Find my nearest….
Location can be determined from the handset so user does not need to know precisely
where they are

  Licensed taxi-cab services (e.g. Cabwise or Cab Safe)
  Doctor/dentist
  Recycling centre
  Leisure centre
  Tourist attraction (tourist information office)
  Public conveniences (Sat Lav)
  Car parking (incl. pay by SMS option)
  Cash machines


                                                                  Copyright Incentivated Limited 2011
SMS helps reduce cab-related sexual assaults by 46%


Business need                                   The solution                                          Results

 As part of a print, poster, radio and TV        Subscribers text HOME to 60835                       • 46% reduction in cab-related sexual
 campaign for a safer London, a text             (spells “GoTFL) and receive local,                     attacks on women over five years
 message service was created to give             licensed, minicab and taxi booking-                    (2002 -2007)
 out booking numbers for licensed                office phone numbers for the area they               • Just 4% women used unlicensed
 minicab and black cab firms in the              are texting from.                                      minicabs in 2007 in comparison to
 user’s location.                                                                                       18% in 2003
                                                 A Location Based Service search is                   • 100% year on year increase in
                                                 used to pinpoint the subscriber’s exact                monthly uptake since new branding
                                                 location, enabling the relevant                        campaign
                                                 information to be identified and sent.

                                                 The database of 45,000 licensed
   FROM: 60835
   Local licensed
   minicabs: Reliable
   Radio cars
                                                 minicab operators and drivers is
                                                 updated daily to maximise safety.                           4%
   02086716666, P&L
                                                                                                          Unlicensed cab
   Car Service                                                                                                 use
   02077339582. For
   a Black Cab, call
   ONE NUMBER on
   08718718710

                                                                                                                             46%
                                                                                                                           Reduction in cab-
                                                                                                                            related attacks




                                                                Case study: CRM                                         beinspired@incentivated.com
                                            Travel & Tourism | Public Sector: TfL & Mayor of London                     www.incentivated.com
Pay for services
Enable people to pay for common public services using their phone


  Pay by SMS
      School meals
      Book/pay for “dial-a-ride” services
      Traffic fines
      Library fines
      Order a smoke alarm
      Car parking (pay and display)…
  mCommerce
      People are increasingly shopping through their mobile phones, and
      becoming comfortable doing so. We can optimise your website for
      mobile, or create an app for a particular service and enable full and
      secure payment for services within it.
                                                                    Copyright Incentivated Limited 2011
Mobile parking payment
Bromley: The London Borough




  This service, provided by RingGo, is available in all council-owned pay and display parking areas and car parks. You can
  pay for parking securely with a credit or debit card rather than using cash at a machine.
  The benefits include: extend your parking, wherever you are, by contacting RingGo again; avoid penalty charge notices
  due to lost or badly displayed tickets; receive a text message when your time is due to expire (charges apply); find
  parking close to your current location using a RingGo app.
                                                                                                   Copyright Incentivated Limited 2011
Ask the public – mobile survey
Conducting surveys via mobile can be a quick and cost-effective way of engaging the
electorate and increasing input into authority decision-making

  Raise awareness of mobile initiatives
  Involve citizens in the consultation process
  Generate a database of opted-in mobile numbers for future outbound
  communication
  Survey local residents to improve local engagement
  Allow residents to complete surveys at their convenience (not in a rush on the
  street)
  Reach a broader cross-section of the population
  Position the authority as an innovative, modern council
  Analyse campaign data to provide a clear strategy for subsequent mobile
  marketing
  … and REGISTER TO VOTE (especially for harder to reach/inspire younger voters)
                                                                     Copyright Incentivated Limited 2011
1824Collective uses mobile to encourage young people to vote


Business need                                   The solution                                       Functions

 To raise awareness of London local             The campaign comprised a core media mix            • 88% of 18-24 year olds own a mobile
 election.                                      of:                                                  phone*
                                                • a recorded music track, also available as        • Allows instantaneous response
 To target urban youth to encourage voting        a ringtone and promotional video;                • Measurable results using various media
 registration.                                  • radio advertising, posters, flyers and             channels to prompt text response
                                                  give-aways;
                                                • internet microsite;                              * Source: Ofcom
                                                • voter registration via text message.

                                                Voter Registration forms are requested by
                                                texting VOTE plus name, house number
                                                and full postcode to 86222 (campaign now
  From: 86222                                   closed).
  Thank you: A voting
  registration form will                        The latest Post Office ‘Postcode Address
  be sent to you at the                         File’ is used to validate addresses.
  following address: 1
  Love Lane, 3C2V7JN




                                             Case Study: CRM | Shortcodes | Enterprise messaging                       beinspired@incentivated.com
                                                             Public sector: DCA                                        www.incentivated.com
Closing thought


   At the time of the
   dotcom bubble,                   400m
   i.e. around 2000,
   there were 350
   million people
   online.              People with smartphones in
                        the world today
                           plus 4 billion with internet-
                           capable feature phones


                                            Copyright Incentivated Limited 2011
Jonathan Bass
                                                Managing Director
                                           Email jonathanb@incentivated.com

                                                  @incentivated

                                                   Incentivated
                                                 23 Curtain Road
                                                London EC2A 3LT
                                                Tel: 020 7392 2323


(No code reader? Text CODE to 62233 for
a link to a reader appropriate for your
phone)


     Copyright Incentivated Limited 2011                                      www.incentivated.com

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Camerjam public sector masterclass incentivated

  • 1. Developing a Mobile Marketing strategy for the public sector Jonathan Bass, Managing Director 18th January, 2012 Copyright Incentivated Limited 2011 www.incentivated.com
  • 2. The ingredients are assembled, let’s bake A good marketing strategy is based on both data and experience We are seeing more and more clients ask for assistance with the development of a mobile marketing strategy because their experimentation has yielded results and wider market stats are convincing but their knowledge is limited A good mobile marketing strategy will consider Messaging (SMS, MMS, App Push Notifications) Mobile sites Mobile advertising NFC The following make up the garnish Apps, QR codes, Bluetooth Copyright Incentivated Limited 2011
  • 3. Contents Mobile is a ‘hot topic’ About Incentivated Why mobile? What you can do – examples Copyright Incentivated Limited 2011
  • 4. Setting the public sector scene Despite (perhaps because of) the recession and public sector budget cuts, mobile has become just as important in this sector as for other business sectors: Mobile can help deliver known outcomes, but at reduced costs NSPCC has added SMS reporting to their child welfare helpline to widen its reach, as well as allowing it to manage existing resources more efficiently (call handlers can use ‘downtime’ when call volumes drop to respond to written (texted) queries and reports) Scottish Power has added the ability for customers to text in their meter readings, which allows them to reduce the overheads involved in having teams of people visit and re-visit homes/ or the amount of staff needed or hours of operation of call centres to capture this critical billing information. Copyright Incentivated Limited 2011
  • 5. Setting the public sector scene The summer’s big sporting event (no, not Euro 2012!) is also inspiring an understanding of mobile use by the public and how it can be tapped into by local authorities etc Royal Borough of Kensington & Chelsea identified a need to help visitors to its borough how its three main centres link together, to promote less obvious areas of interest (not ‘just’ the King’s Rd for example) and help visitors get around, without the need for print outs or expensive (temporary) public signage and promotions. The mobile site is integrated at the back end with their pre-existing CMS: write once, publish everywhere Needs around the Olympics will vary by proximity to venues, Torch relay routes, travel gateways and identified increases in tourism visitors. Or even ‘just’ communicating access to local events/ big screens in parks or municipal spaces where people can congregate to watch the coverage. Copyright Incentivated Limited 2011
  • 6. State of the Nation Over the last 12 months councils/local authorities/government have started to catch up with the public’s use of mobile, especially online Many have SMS services though most do not have mobile optimised sites or apps Ofcom data highlights increasing ‘mobile only’ households With sites that do exist looking the same, the opportunity now exists to: improve the UX/UI and so differentiate the offering offer implicit and explicit personalisation i.e. join up the web and mobile sites Complete mobile integration is becoming not only possible, but essential Copyright Incentivated Limited 2011
  • 7. Internet users in the UK Strong mobile internet growth across all age groups GB adult internet users who accessed the Internet via mobile in the last three months 80% 16-24 25-34 35-44 45-54 55-64 65+ 71% 70% 65% 60% 47% 49% 50% 44% 40% 33% 32% 33% 32% 27% 25% 30% 21% 19% 20% 13% 10% 8% 10% 5% 5% 0% 2009 2010 2011 Source: Statistical Bulletin: Internet Access - Households and Individuals, 2011. Prepared by the Office for National Statistics, August 2011. Base: GB adults who accessed the Internet in the last three months prior to Aug 2009, Aug 2010, Aug 2011. http://www.ons.gov.uk/ons/dcp171778_227158.pdf Copyright Incentivated Limited 2011
  • 8. Mobile internet in the UK People do it, and people LIKE it... 45% 42% 6m Of internet users in the People in the UK say mobile People in the UK accessed UK access the internet via is the EASIEST way to access mobile internet for the first mobile information time in the previous 12 months Sources: 1 - IAB Consumer M-Commerce Study October 2011 2 & 3 - Econsultancy, http://econsultancy.com/uk/blog/8216-70-of-companies-yet-to-launch-a-mobile-site-survey Copyright Incentivated Limited 2011
  • 9. GSMA data Trend: Nov 2011 – Nov 2011 (UK data) GSMA data NHS.UK DIRECT.GOV.UK POLICE.UK DFT.GOV.UK NHS Direct SURREYCC.GOV.UK SCOTLAND.GOV.UK LONDON.GOV.UK 800,000 LBHF.GOV.UK RBKC.GOV.UK WALES.GOV.UK NUMBER10.GOV.UK 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Source: GSMA data, November, 2011 Copyright Incentivated Limited 2011
  • 10. GSMA data Trend: Nov 2011 – Nov 2011 (UK data) – nhs.uk, directgov.uk, and police.uk omitted GSMA data DFT.GOV.UK NHS Direct SURREYCC.GOV.UK SCOTLAND.GOV.UK LONDON.GOV.UK LBHF.GOV.UK RBKC.GOV.UK WALES.GOV.UK NUMBER10.GOV.UK 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Source: GSMA data, November, 2011 Copyright Incentivated Limited 2011
  • 11. What does your website look like? Half of UK organisations fail to check their own website from mobile devices Of those that have: 41% admit their website has a reduced appearance 36% offer reduced functionality The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage So … Copyright Incentivated Limited 2011
  • 12. Contents Mobile is a ‘hot topic’ About Incentivated Why mobile? What you can do – examples Copyright Incentivated Limited 2011
  • 13. What Incentivated is An independent technology company and marketing services agency 10 years’ experience operating exclusively in the mobile marketing sector We help our international client-base deliver integrated acquisition, CRM, and mCommerce campaigns and services through mobile Copyright Incentivated Limited 2011
  • 14. Some of Incentivated’s public sector clients Copyright Incentivated Limited 2011
  • 15. Full service mobile with deep experience Technologies Needs 5 formats: 3 key areas of client activity: Enterprise Messaging (SMS, MMS Acquisition etc) After Sales / CRM Mobile Internet mCommerce Apps Short codes and QR codes Location marketing Services 2 consultancy offerings: Creative / UX Strategy Copyright Incentivated Limited 2011
  • 16. www.incentivated.com Visit our website to for more detail, product summaries and white papers Copyright Incentivated Limited 2011
  • 17. Contents Mobile is a ‘hot topic’ About Incentivated Why mobile? What you can do – examples Copyright Incentivated Limited 2011
  • 18. Why should a local authority use mobile? Easy & convenient for the citizen Sending SMS is simple and familiar: an everyday habit for over 90% of the population Copyright Incentivated Limited 2011
  • 19. Why should a local authority use mobile? Helps the organisation manage costs, whilst meeting its communications accessibility objectives Copyright Incentivated Limited 2011
  • 20. Why should a local authority use mobile? Provides measurable response rates and analytics (often more accurate than online in terms of uniqueness) Copyright Incentivated Limited 2011
  • 21. Why should a local authority use mobile? No phone left behind > mobile allows optimised accessibility across all devices As part of the increasing move to digital service delivery, mobile improves accessibility across all demographic segments. Mobile overcomes the creation of a digital divide as mobile ownership surpasses that of PC – and even the cheapest, lowest spec mobiles these days have basic access to online services. Copyright Incentivated Limited 2011
  • 22. Why should a local authority use mobile? Puts the local authority “Brand in the hand” of the citizen Copyright Incentivated Limited 2011
  • 23. Why should a local authority use mobile? There are 123 active mobile phones for every 100 people in the UK – placing us 15th in the world table of device ownership Forward thinking. Technological advances combined with digitally- savvy audiences make mobile the most targeted and personalised marketing channel available Source: http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use Copyright Incentivated Limited 2011
  • 24. Mobile App or Mobile Web? Although apps are ‘cool’, mobile sites reach more people Mobile internet vs apps usage Top site types accessed by mobile internet 44% 42% 40% 25% 38% . 20% 43% 15% 36% 39% 10% 21% 19% 16% 34% 13% 13% 11% 5% 9% 8% 7% 7% 32% 0% Mobile internet Apps s s fo ws e er ch ws g ice ap ew c kin in th en ar ne ne rv M N ea Se ts or er se ch t or W en ef w g Te Sp et lr in m ln ra ar in ne cia sh rta Ge So te eo En vid o/ ot Ph Source: comScore mobilens data, 3-month average ending March 2011 Copyright Incentivated Limited 2011
  • 25. Comparison of apps and sites Native app Hybrid app Web app Mobile site + Offline content + Offline content + Offline content + Access GPS + Access GPS + Access GPS + Access GPS + Do not have to + Control camera and + Control camera and + Functions just like an download app use of other native use of other native app but do not have to - Can’t use camera or any features features download via app store other native features - Have to download app + Content easily - Can’t use camera or any updatable other native features - Have to download app Copyright Incentivated Limited 2011
  • 26. Apps NHS Direct Work through one of the clinically tested health assessment tools by selecting your symptoms and answering some short questions about how you’re feeling Key features: Health assessment on the move; A comprehensive range of symptom checkers; Personalised guides to looking after yourself; Option to save advice to your device Copyright Incentivated Limited 2011
  • 28. Apps Philly Watchdog (Philly City Controller) Take a direct role in stamping out fraud and waste by reporting incidents directly to the Fraud Unit Submit reports of fraud and abuse directly to the City Controller's Fraud Unit; Record video, take a picture or upload a previous file capturing fraud incidents; GPS feature allows reports to tag location of incident; Includes option to report anonymously; Call the Controller's Fraud Hotline directly 215-686- 3804; Access the Controller's website for latest news and reports Copyright Incentivated Limited 2011
  • 29. Tablets in councils Bassetlaw Council modernises its meetings by going "paperless" Bassetlaw Council, amongst others in the UK and around the world, are looking to save time and money by using iPads instead of traditional paper-based approaches The council currently publishes agendas and minutes in a booklet form and feels it needs to cut down on the amount of paperwork produced. Cost savings are estimated to be £70,000 over two years with the introduction of the iPad Meetings will be paperless with all agendas, minutes and presentations viewed electronically Copyright Incentivated Limited 2011
  • 30. Tablets in councils Bury Council, for its garbage collectors The iPads will be mounted on the refuse collecting trucks dashboard to provide route guidance for the driver. More importantly they will be used to gather data on households who do not recycle or fail to put out their bins altogether The scheme is set to replace paperwork, and iPads will be pre-loaded with information and streets and houses will be seen on-screen Copyright Incentivated Limited 2011
  • 31. Tablets in councils Surrey County Council social workers’ app The application gives social workers secure mobile access to care records and allows them to complete assessments and update personal details while they are making home visits. In testing as of May 2011 http://www.youtube.com/watch?v=VGEGEvFeukw Copyright Incentivated Limited 2011
  • 32. Contents Mobile is a ‘hot topic’ About Incentivated Why mobile? What you can do – examples Copyright Incentivated Limited 2011
  • 33. SMS alerts and reminders Citizens can sign up to receive timely, automated, SMS alerts for a variety of services Local traffic information (roads and motorways) Recycling reminders Local transport information (trains, buses) School updates (closures for weather etc) Pothole alerts Registration of births – enter due date, sent reminder Events for children, elderly, tourists, hard of hearing School closure updates Flooding updates Job alerts Check your smoke alarm battery… Copyright Incentivated Limited 2011
  • 34. SMS Notify NYC Registrants can select five notification types for up to five ZIP codes across NYC: Emergency Alerts – messages about life-threatening events that may require immediate action; Significant Events Notifications – important information about emergency events, utility outages and other types of high- impact events in your ZIP code; Public Health Notifications; Public School Closing/Delay Advisories; and Unscheduled Parking Rules Suspensions Copyright Incentivated Limited 2011
  • 35. LDA connects volunteers with 2012 Olympic & Paralympics Games using mobile Business need The solution Functions The London Development Agency is Incentivated provides a full mobile service • Enterprise messaging alerts currently running a ‘London Ambassadors’ which reminds volunteers to attend • Click to call facility volunteering programme and needs to sign Ambassador interviews and training up a number of volunteers to welcome sessions. visitors during the 2012 Olympic and Paralympics Games. Using our reporting platform the LDA now monitor attendance and retention rates. LDA has be given full-access to the SMS platform and is responsible for the set-up, scheduling and sending of subsequent "alert" outbound sms broadcast(s), with no limitation on the number of messages that can be sent. From Ambassadors: Your recruitment event is tomorrow at 24 The LDA find the reminder process as easy Southwark Road SW1 to follow as possible as the existing online 5FR at ‘LDA building don't forget your ID. To process has been replicated. reschedule call 08448889187 (click-to- call) To opt out, reply ALERTS STOP OPTIONS BACK Inspiration guide: Acquisition| CRM | Enterprise messaging beinspired@incentivated.com Public sector: LDA www.incentivated.com
  • 36. Public information/ education Provide information concerning local services or area. SMS brochure or e-brochure request (e.g. an electoral registration form) Summer reading challenge (e.g. text for “Space Hop” book) Sign up for an e-zine or newsletter Mobile internet We can create rich-media mobile sites and applications to engage the citizen further and provide access to more detailed information (e.g. directgov) Applications We can create an ‘app’ to deliver a rich design and use more of the functionality of the phone (e.g. “Starve your bin” for Recycle for London, and “Plings” for DCSF). Copyright Incentivated Limited 2011
  • 37. RBKC goes mobile in time for 2012 Olympic visitors Business need The solution Functions A mobile internet site was required to To promote the Borough’s diverse retailers, • Optimised mobile site with CMS provide tourist and visitor information for and as part of the Borough’s visitor strategy integration the Royal Borough of Kensington and in the lead up to the 2012 Olympic and • Location-aware services Chelsea, particularly to support its strong Paralympic Games, we developed a mobile • Advanced mapping solution with back- mix of retailers and for 2012 Olympic internet site for RBKC to raise awareness of end integration with desktop site visitors. its international tourist destinations. The mobile site is integrated with the desktop site’s CMS to deliver mapping and information services for the Borough’s five key tourist areas: Kensington; Notting Hill; Sloane Square / King’s Road; Holland Park and Knightsbridge. The mobile site also features a full list of attractions, events, museums, as well as a complete shopping directory and an interactive mapping solution. Users can also access a broad range of restaurants, bars, and hotels in the Borough. Inspiration guide: Acquisition | CRM | Mobile internet | Location marketing beinspired@incentivated.com Public sector: Royal Borough of Kensington and Chelsea www.incentivated.com
  • 38. QR codes Bridgwater - Town Guide QR code took me to the iTunes store where I had the chance to download the Bridgwater app Aimed at improving the touristic experience as well as supporting local retailers Copyright Incentivated Limited 2011
  • 39. Find my nearest…. Location can be determined from the handset so user does not need to know precisely where they are Licensed taxi-cab services (e.g. Cabwise or Cab Safe) Doctor/dentist Recycling centre Leisure centre Tourist attraction (tourist information office) Public conveniences (Sat Lav) Car parking (incl. pay by SMS option) Cash machines Copyright Incentivated Limited 2011
  • 40. SMS helps reduce cab-related sexual assaults by 46% Business need The solution Results As part of a print, poster, radio and TV Subscribers text HOME to 60835 • 46% reduction in cab-related sexual campaign for a safer London, a text (spells “GoTFL) and receive local, attacks on women over five years message service was created to give licensed, minicab and taxi booking- (2002 -2007) out booking numbers for licensed office phone numbers for the area they • Just 4% women used unlicensed minicab and black cab firms in the are texting from. minicabs in 2007 in comparison to user’s location. 18% in 2003 A Location Based Service search is • 100% year on year increase in used to pinpoint the subscriber’s exact monthly uptake since new branding location, enabling the relevant campaign information to be identified and sent. The database of 45,000 licensed FROM: 60835 Local licensed minicabs: Reliable Radio cars minicab operators and drivers is updated daily to maximise safety. 4% 02086716666, P&L Unlicensed cab Car Service use 02077339582. For a Black Cab, call ONE NUMBER on 08718718710 46% Reduction in cab- related attacks Case study: CRM beinspired@incentivated.com Travel & Tourism | Public Sector: TfL & Mayor of London www.incentivated.com
  • 41. Pay for services Enable people to pay for common public services using their phone Pay by SMS School meals Book/pay for “dial-a-ride” services Traffic fines Library fines Order a smoke alarm Car parking (pay and display)… mCommerce People are increasingly shopping through their mobile phones, and becoming comfortable doing so. We can optimise your website for mobile, or create an app for a particular service and enable full and secure payment for services within it. Copyright Incentivated Limited 2011
  • 42. Mobile parking payment Bromley: The London Borough This service, provided by RingGo, is available in all council-owned pay and display parking areas and car parks. You can pay for parking securely with a credit or debit card rather than using cash at a machine. The benefits include: extend your parking, wherever you are, by contacting RingGo again; avoid penalty charge notices due to lost or badly displayed tickets; receive a text message when your time is due to expire (charges apply); find parking close to your current location using a RingGo app. Copyright Incentivated Limited 2011
  • 43. Ask the public – mobile survey Conducting surveys via mobile can be a quick and cost-effective way of engaging the electorate and increasing input into authority decision-making Raise awareness of mobile initiatives Involve citizens in the consultation process Generate a database of opted-in mobile numbers for future outbound communication Survey local residents to improve local engagement Allow residents to complete surveys at their convenience (not in a rush on the street) Reach a broader cross-section of the population Position the authority as an innovative, modern council Analyse campaign data to provide a clear strategy for subsequent mobile marketing … and REGISTER TO VOTE (especially for harder to reach/inspire younger voters) Copyright Incentivated Limited 2011
  • 44. 1824Collective uses mobile to encourage young people to vote Business need The solution Functions To raise awareness of London local The campaign comprised a core media mix • 88% of 18-24 year olds own a mobile election. of: phone* • a recorded music track, also available as • Allows instantaneous response To target urban youth to encourage voting a ringtone and promotional video; • Measurable results using various media registration. • radio advertising, posters, flyers and channels to prompt text response give-aways; • internet microsite; * Source: Ofcom • voter registration via text message. Voter Registration forms are requested by texting VOTE plus name, house number and full postcode to 86222 (campaign now From: 86222 closed). Thank you: A voting registration form will The latest Post Office ‘Postcode Address be sent to you at the File’ is used to validate addresses. following address: 1 Love Lane, 3C2V7JN Case Study: CRM | Shortcodes | Enterprise messaging beinspired@incentivated.com Public sector: DCA www.incentivated.com
  • 45. Closing thought At the time of the dotcom bubble, 400m i.e. around 2000, there were 350 million people online. People with smartphones in the world today plus 4 billion with internet- capable feature phones Copyright Incentivated Limited 2011
  • 46. Jonathan Bass Managing Director Email jonathanb@incentivated.com @incentivated Incentivated 23 Curtain Road London EC2A 3LT Tel: 020 7392 2323 (No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone) Copyright Incentivated Limited 2011 www.incentivated.com