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Mobile retail masterclass nyc slides
10 rules for leveraging the mobile
channel
About Golden Gekko
Who we are and what we do.




                             3
About Us

Cross platform specialists since 2005
Team of 130+ people across 5 countries
+400 apps in the past 12 months




                         +               +          +

Your business is here…        And            Here       And also
                              here…          too…       here.




                                                                        4
About Us




More than 200 brands and agencies have put their trust in us.
                                                                     5
Portfolio




GAP   Technical architecture and development of
      mobile apps for launch in 2010




                                                        6
Portfolio

Mango MNG
for iPad & iPhone
                    Look, Style, Shop.
                      300.000+ iPhone downloads first three months

                      For Mango and in collaboration with Vasava.

                      Features
                         Updates on collection and new releases
                         Peek previews on new arrivals
                         Browse the Mango collections
                         Mix & Match - Dress up a doll or yourself
                         by taking a picture of you then drag & drop
                         clothes onto your body.
                         You can rotate and resize the clothes
                         Share your image via email
                         Add items to wish list to save favorites
                         Exclusive discounts and promotions
                         Add items to shopping basket and buy
                         Store locator
                         Social sharing on Facebook or via email




                                                                    7
Portfolio




O2 Priority
Moments
Priority Moments is a clever
new mobile service just for
O2 customers.
  It brings you great nearby offers and
  experiences exclusive to O2, with a
  handful picked from the best already
  in the market - from some of the UK‟s
  most well-loved brands.
  Launched in July 2011.




                                                8
Portfolio




VW Passat Mobile Web




                             9
10 rules for leveraging
the mobile channel


                          10
10 rules for leveraging
the mobile channel
1. What do you want to achieve?
2. Get the whole picture
3. Be relevant
4. Be yourself
5. Pick the right platforms
6. Usability
7. Ubiquity
8. Uniquely Personal
9. Mocial
10. Don‟t hide the app



                                  11
1. What do you
want to achieve?
Examples...
  Mobile app as part of a branding strategy to
  help position the make
  A tool to raise awareness of an upcoming
  release or the launch of a new brand
  Create a new sales channel to reach
  customers and drive sales
  Mobile app as an extension for an existing
  service
  Drive footfall to a brick and mortar store
  Engage customers at the POS and enhance
  the in-store shopping experience
                                                 12
2. Get the whole
picture
Mobile isn‟t standalone
  Interlink between channels.
     Let channels “play” with each other, the more
     interaction, the more engaged the customer

  Cross-promote throughout all channels.
     Use NFC, QR Codes or links to connect mobile with
     OOH Media, Print or TV and vice versa. Create and
     benefit from synergies




                                                         13
3. Be relevant
Follow the user‟s journey and
detect potential touchpoints.
  Fit the audience
  Provide a reason to download your app
  Exclusive content
  Discounts
  An app needs to be maintained
  Take advantage of updates




                                          14
4. Be yourself
Don‟t chase the latest buzz
just to be cool
  Work from your values, your positioning
  and your message
  Create a logical connection between the
  app and its functionalities.




                                            15
5. Pick the right
platforms
Not everyone has an iPhone or an
Android. Not even a smartphone.
  The audience will tell you everything you
  need to know
  Get the basics right (so yes to a mobile site)




                                                   16
6. Usability
Make people love your mobile
presence.
  Mobile is not Online. It‟s not just another
  digital screen
  Smaller screen. Longer loading times
  User journey needs to be well thought out
  Transaction need to be simple, yet secure
  Navigation through voice- recognition
  should be taken into account




                                                17
7. Ubiquity
Mobile goes everywhere
  Take advantage of “anytime, anywhere”
  The bridge between the individual and
  everything around them, virtual or real
  Create time pressure to boost mobile sales




                                               18
8. Uniquely Personal
Respect the user‟s choice
  Never assume that the user wants to be
  open with you
  Users are willing to share information, but
  on their terms
  Ask permission. Always take the opt-in route
  Reward them for joining in




                                                 19
9. Mocial
Mobile is inherently social
   Most users are logged into Facebook
   Create fast login/ sign up through social
   networks
   Enable and encourage sharing
   Provide content that encourages sharing
   Let your fans do the publicity




                                               20
10. Make your mobile
services easy to find
Mobile apps and websites don‟t
market themselves
  If no one knows you have a mobile
  presence, no one will download your app or
  access your mobile web
  Promote mobile through other channels
  Make mobile part of „The Marketing Plan‟
  Give incentives for downloading your app
  and promote them




                                               21
Miguel Banuelos
Director of Accounts


email   mb@goldengekko.com
mobile +1 917 972 1985
Mobile retail masterclass nyc slides
FROM MULTI-
CHANNEL TO
      OMNI
  CHANNEL


  June 23, 2011
2010: 6 Devices/ Person




                          Tablet
     Smartphone

                                     Gaming
     Desktop                         Console


                              Connected TV
          Blu-Ray
1 Trillion Connected Devices by 2014




                                              ?



            2000                       2010
                           Year
147 Connected Devices per Person

Toys                 Air Conditioner         Washing Machine

       eReaders                    Subway Map          Blood pressure monitor

                Railway Schedule            Alarm Clocks                              Car Radio
                                                            Tablet
Subway Map            Smartphone                                      Remote Control
               Product Sensor                                         POS Display

Supply Chain
                      Desktop                                           Gaming
             Inventory Systems                                          Console
 Cameras                    Cash Register                               Bus Stop             Car GPS
                                                                     Connected TV
             Baby Monitor
                                   Blu-Ray Store Kisok                   Dressing Room
 Watches               Scale
       Dog Collars                          Postal Trucks            Mall Directory
                               Radios
Power Outlet          Bus Stop        Concert Turnstile         Trains          Biometric Devices

              Running Shoes             Toll Booth     Delivery Vehicle          Treadmill
Consumers Control the Context




                                              Tablet       Remote Control
                    Smartphone
         Product Sensor                                 POS Display

Supply Chain       Desktop                                Gaming
                                                          Console
        Inventory Systems
                                                                            Car GPS
                 Cash Register
                                                                        Product Scanners
                             Blu-Ray
                                       Store Kisok         Dressing Room

                                                       Mall Directory
Consumers Control the Context




                                Tablet
            Smartphone
                                          POS Display



Inventory Systems
         Cash Register
                                                          Product Scanners

                         Store Kisok         Dressing Room

                                         Mall Directory
Consumers Control the Context




                                Tablet
            Smartphone
                                          POS Display
                                           Bus Stop



Car Radio
Inventory Systems
         Airline
         Cash Register
         Entertainment                                    Refrigerator
                                                          Product Scanners

                         eReader
                         Store Kisok         Dressing Room

                                         Running Shoes
                                         Mall Directory
IT Team Project Plan and Release Schedule



                      Q1    Q2        Q3        Q4     2013+

iPad App

Affiliate #1
Integration Update

Kindle Store

Affiliate #2 Integration
Update (Postponed)

Xbox Porting

Affiliate #3
Integration Update
The world wants your digital resources…
…but making the world happy can require long, costly
integration projects.
Mashery is a secure, flexible platform for granting access to
                digital resources through an API.

                                                                 • Affiliates & resellers
                                                                 • Distributors
                                                                 • Co-branded mobile
                                                                 apps & products



• Mobile apps
• Web features
• Enterprise apps




                                                         • Long tail partner apps
                                                         • Proofs of concept
                                                         • New ideas
APIs in Action
Best Buy‟s Mashery API saves millions of dollars in
              development and powers hundreds of affiliates


  New web
 features &                                                         100s of affiliate
mobile apps                                                            partners




                                         product info
                                          commerce
                                           store info
                                       store inventory
                                            reviews
                                        timely offers
                                       mobile upgrade




                “The API save us over $1.5 million and many months when
                deploying new features and partnerships.”
                Kumar Kandaswamy, Director, Best Buy
APIs in Action
Expedia‟s Mashery API drives $1.5 billion in affiliate revenue
from 3,600+ strategic partners.


                                                    3,600+ affiliates




                         travel inventory
                            bookings
                              photos
                              search
                           user reviews
                          20 languages




    “Platforms are the new products.”
    Benoit Jolin, VP Product Management, Expedia
Mashery helped USA TODAY deploy #1 iPad, Kindle Fire news
                apps and get on millions of devices with partners.

Mobile apps on millions
                                                                                            700+ distributors
      of devices




                                                new articles
                                                census data
                                                  photos
                                               movie reviews
                                                 book lists                                  Hackathons & app
                                               sports salaries                                   contests




                          “Our Mashery-powered API is a platform for being wherever
                          customers want our content.”
                          Erik Bursch, Director of Operations, Content Systems, USA TODAY
APIs for Channel Integration
At Comcast, it used to take 6 to 8 months to share resources
             between internal groups. Now? 30 minutes.


 New apps with                                                     CodeBig
                                                                 3,600+ affiliates
advanced viewing                                             integration platform
    features




                                          TV programs
                                            movies
                                         subscriber info
                                          channel info
                                            listings
                                         cable box info




            “With Mashery, we can scale.”
            Agustin Schapira, Principal Architect, Comcast
Mashery has successfully launched internal, partner (B2B),
     and public APIs for over 150 enterprises.




                                                                  Channel 4




42
Parting Thoughts




“      Don’t think APIs. Think billions of dollars of
       money sloshing through obscure programming
       methods.
             What's Fueling The API Gold Rush
                       -Dan Woods, Forbes               “
Thank You




Mashery Confidential www.mashery.com
Mobile retail masterclass nyc slides
ACTIVATING THE “CONTEXT”
           IN
 CONTEXTUAL COMMERCE

  An Overview from mBlox
   for Retail Masterclass
Contextual Commerce

• Definition
   – A monetization practice where the content
     environment pre-qualifies the end-user as being
     more likely to purchase a product or service
• Benefits
   – Offers high density of prospects…low waste
   – Can be much more efficient
   – Offers consumer insight and a meaningful
     foundation for brand engagement
Mobile‟s Role in Contextual Commerce
• Uniquely capable of realizing relevance with
  the consumer
  – Mobile device is the “lifestyle remote control”
  – Capable of robust, brand-to-one connectivity
  – Adds dimension to the “context” of message
    consumption
• Making mobile more “relevant” for the brand
  – Break through the clutter
  – Access: 44% of all media consumed out-of-home
     • Creates a “proximity to the consumptive decision”
  – Builds greater understanding of consumer behavior
Putting Mobile‟s Relevance in Motion
• Nearly 95% of sms messages are read
   – 70% in less than five minutes from receipt
   – Achieves greater sales lift, sales velocity and campaign
     efficiencies
• Mobile coupons deliver superior redemption rates
   – Not uncommon to achieve 30-40% redemption
   – 10-times direct mail or newspapers
   – 3-times online coupons
• Contextual commerce conversion comparisons:
   – TV: .01% to .5%
   – Web: .5% to 1.5%
   – Mobile: 5% to 10%
Understanding the Challenges
• Key indicators show Mobile‟s Brand-to-One
  connectivity is NOT being taken advantage of…
   – Average life span for an app is between 5 and 28 days
   – According to industry sources, 90% of all apps are opened
     only once
   – The “engagement variable” of the % of downloaded apps that
     are “active” is somewhere between 5% and 10%
• When was the last time any brand was happy with
  being “relevant” to only 10% of the once-engaged
  customers?
• Can we set the bar any lower????
Mobile‟s Opportunity within Retail
• Capitalize on Mobile‟s unique ability of greater
  contextual intelligence
   – Mobile can target demographics, psychographics, and even
     geographic proximity…
• Target and Refine
   – Can trigger by geo, by time…
   – Can “wipe” whatever is pushed out…
   – Control the channel of content delivery…limit taxation of data
     plan and battery charge…
• Deliver…
   – Meaningful, Sustainable, Monetizable Relationships
   – Importance of strategy and analytics
• Realizing Near-Real-Time Relevance
Mobile and the Retail Vertical
  • Be Relevant
     – Data/analytics key to maintaining a meaningful consumer
       relationship
     – “Value” is the ultimate currency in establishing consumer relevance
  • Be a brand…Act like one…
     – Reinforce all brand properties…not just sales/deals
  • Activate “Context
     – Not just who the target is…and what the message is…BUT where
       they are, where they have been, and where likely to go…
     – Deals and offers need to be relevant
     – Use Lat/Long/ Radius…even Lat/Long/Radii…
  • Push can be Powerful
     – Richest of content can be distributed through controlled wifi
       channel
     – Major “rich” events can be pre-loaded on the app for friction-less,
       ubiquitous viewing when launched by time/geo trigger…
  • Make the Consumer feel Special
Critical to Remember
• Goal
   – Getting the consumer to transact is not the goal…
   – The goal is getting the consumer to transact…AGAIN
• POS versus POC
   – Point of Sale is important, but do not get caught up in the
     technology…it is the value that is critical
   – POC is even more important…Point of Consumer…get them
     when they are near…
• The Road to Relevance
   – Lifestyle pertinence is the ultimate portal to connectivity
   – Value can morph a connection into an engagement
   – Offering Value with Frequency…and engagement can build to
     trust
• The Right Mobile Strategy Takes You There
mBlox: Powering Mobile Commerce

• Core business of mobile messaging and payments
   – Sits between the transacting brand and the consumer 5
     billion times annually
• mCommerce innovation suite dedicated to next-
  generation engagement
   – Hyper-local behavioral intelligence offers “context on
     steroids:”
       • not just who you are and where you are…but where you
         have been…
   – Heightened handset functionality
       • Rich content push, campaign targeting and management
Rio Launched 20th May 2011 on Android
                  and
   October 1st 2011 on iPhone / iPad
The Brief

• Give Rio fans around the world access to exclusive
  content
• Deliver content to fans for free; control download of
  rich data through WIFI channels
• Build two-way communication between Rio & his fans
• Develop mobile as a retail channel
• Enable social engagement
• Create a marketing community
In-App stats – demonstrates
high social engagement
• Average views per video clip is over 4
     – Can be as high as 7-plus
•   Most devices watching new video releases
•   Average view length approaches 1:00
•   Now over 100,000 downloads
•   Active downloads near 50% of total universe


        And we know each individual
    response and can communicate on a
     region, country, city, town or person
                    basis
Summary
• Retailers should consider not just the content…but the
  context…for maximum return
   – Relevant messaging commands greater engagement
   – Heightened contextual intelligence offers best chance for
     ROI…with emphasis on the “Return”
      • Lift in sales, redemption, average ticket price…
      • Impact on sales window with velocity of mobile…
• Campaign refinement is an ongoing opportunity
   – Mobile events are measured in clicks and views with lat/long
     attached…valuable data…
• The goal: Real-Time Relevance with your audience
THANK YOU!



David.Williams@mblox.com
      #mbloxglobal
Mobile retail masterclass nyc slides
Mobile retail masterclass nyc slides
Mobile strategies

                                                              Revenue
                  Brand Strategies
                                                              Strategies



  Retention       Differentiation    Experience     Acquisition       Monetisation


 Accessibility    Expectations        Immediacy    Lower CPAs          Mcommerce




Greater usage    Comp advantage Better service    Greater returns   New rev streams
Once you’ve invested in
   creating your mobile
 properties and presence,
how do you maximize their
         success?
Mobile activity process

                    How could Mobile   How can we best
Business and
                     be used to help    engage with our
 Marketing
                      achieve these       audience in
 Objectives
                       objectives?         mobile?



                       The Role of
                                       Mobile strategy
                         mobile

                                       What is the most
 What is the           How can we
                                       effective way of
mobile activity          maximize
                                        delivering the
 achieving?              Mobile‟s
                                           strategy?
                      effectiveness?



 Campaign                                   Mobile
                     Mobile delivery
 evaluation                              development
Maximising Mobile Success
Mobilizing existing activities   Activate Mobile Marketing
        ATL advertising                  Mobile Search
       Fixedline search            Display Advertising activity
    Instore/promo material            SMS/MMS marketing
         Existing CRM                HTML5 mobile Activity
       Email marketing                Mobile video/prerole
 Fixedline Display/Behavioral    Appstore/marketplace presence
         Sponsorships                     Mobile SEO
        TV Advertising                Carrier partnerships
           Website                  Mobile email marketing
         Partnerships
             VOD
Key tools for maximising success


                          Effective
Tracking    Creativity    Planning
                         and Buying
Effective tracking
The Right Tracking
                                    Msite
Publishers (CPM)
                                                                 Optimization

                     Banner/                     Tracking           Banners
                   HTML Ad Unit                                    Networks
                                                 Bannerclick      Time of day
                                                   Network        Day of week
Networks (CPC)                                    Publishers       Publisher
                                                    Coded       Publisher groups
                                                  publishers
                                  Application   App downloads

                                                   Events
                                                   Section         Virtual CPA
  Carriers                                        searched      Behavioral groups
 (CPC/CPM)                                      Actions taken         Usage
                                                  Location        H/M/L Usgae
                                                                 Activity Usage
                                                                  Retargeting
The advantages of YSDK

     Fully
  trackable                                   Plan on
 through to                                 virtual cost
conversions                                      per
                      iOS and
                                            acquisition
                      Android




       In app event             Conversion
         reporting              attribution of
                                 web to app
                                 and app to
                                     web
Mobile Creative
Rich Media Advertising Effectiveness




                  Smartphone
                 Users are 50%
                                  Ad awareness
                 more likely to   Increased By
                   recall an        25% For
                  expandable       expandable
                    banner           banners
Source: IAB UK
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5
    Expandable
Multi Banner HTML5
    Expandable
Multi Banner HTML5
    Expandable
Multi Banner HTML5 Expandable
Rich Media Capabilities
                                      SHAKE & TILT                      ANIMATION
        FACEBOOK
                                  Accelerometer control for    Fluid automation engine with
  Post to wall on Facebook
                                engaging experience / games    high performance sequencing



         TWITTER                                                      360 Degrees
Post status update to Twitter                                      Product Rotations &
                                                                       Panoramas


       DRAG & DROP                                                  IMAGE GALLERY
 UI for puzzles, builders and                                      Tactile galleries with
            more                                                 thumbnails & downloads


                                                                 SMART DAYPARTING
       SOUND BOARD
                                                                Creative or offer varies by
Tap to play sound immediately
                                                                       time of day


 COMPLEX ANIMATIONS                       Mapping                   FORM CAPTURE
Slide, fade, object paths and   Link through to Google maps    Text, pull down, checkbox &
             more                                                  80
                                                               form validation for lead gen
                                with option for branded pins
What can Yodelmobile provide?

The most cutting edge HTML5 Ad Creation
service

Build Once, Run Everywhere
 Ads run Across iOS & Android devices (
 others to come Q2 2012 )
 All Ads we create can be served through
 all major mobile ad networks and 100+
 premium publishers

                                           81
Creative Banner delivery - HTC
Planning Mobile activity
Branding Works on Mobile
Average Brand Lift of Mobile Display Campaigns



                          +13%

                                                                                     +16%   +24%

                                                    +76%
                                                                              +58%
   +44%




     1) Sample includes hundreds of mobile display campaigns
     Source: Goole: Insight Express Online & Mobile Norms, Nov‟07 to Dec‟09
Mobile Drives Response
Conversions                             Click Through Rate   Cost Per Acquisition


                                             +80%                      -15%
      +43%




             Separating out mobile campaigns from desktop drives
                       significant performance gains

        Source: Google internal data,
                                                                                    85
The P&B Rule book
1. Make sure your activity is trackable
2. Use the right solutions for the objectives
  ie clicks, impressions, video, data capture,
  click to call etc
3. Mobile is not just search, its also
  Networks, Publishers and carriers
4. Test, learn and implement
5. Mobile advertising doesn‟t have to be
  simply banners
6. Buy effective prices not the cheapest
Thank you
mick@yodelmobile.com
Mobile retail masterclass nyc slides

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Mobile retail masterclass nyc slides

  • 2. 10 rules for leveraging the mobile channel
  • 3. About Golden Gekko Who we are and what we do. 3
  • 4. About Us Cross platform specialists since 2005 Team of 130+ people across 5 countries +400 apps in the past 12 months + + + Your business is here… And Here And also here… too… here. 4
  • 5. About Us More than 200 brands and agencies have put their trust in us. 5
  • 6. Portfolio GAP Technical architecture and development of mobile apps for launch in 2010 6
  • 7. Portfolio Mango MNG for iPad & iPhone Look, Style, Shop. 300.000+ iPhone downloads first three months For Mango and in collaboration with Vasava. Features Updates on collection and new releases Peek previews on new arrivals Browse the Mango collections Mix & Match - Dress up a doll or yourself by taking a picture of you then drag & drop clothes onto your body. You can rotate and resize the clothes Share your image via email Add items to wish list to save favorites Exclusive discounts and promotions Add items to shopping basket and buy Store locator Social sharing on Facebook or via email 7
  • 8. Portfolio O2 Priority Moments Priority Moments is a clever new mobile service just for O2 customers. It brings you great nearby offers and experiences exclusive to O2, with a handful picked from the best already in the market - from some of the UK‟s most well-loved brands. Launched in July 2011. 8
  • 10. 10 rules for leveraging the mobile channel 10
  • 11. 10 rules for leveraging the mobile channel 1. What do you want to achieve? 2. Get the whole picture 3. Be relevant 4. Be yourself 5. Pick the right platforms 6. Usability 7. Ubiquity 8. Uniquely Personal 9. Mocial 10. Don‟t hide the app 11
  • 12. 1. What do you want to achieve? Examples... Mobile app as part of a branding strategy to help position the make A tool to raise awareness of an upcoming release or the launch of a new brand Create a new sales channel to reach customers and drive sales Mobile app as an extension for an existing service Drive footfall to a brick and mortar store Engage customers at the POS and enhance the in-store shopping experience 12
  • 13. 2. Get the whole picture Mobile isn‟t standalone Interlink between channels. Let channels “play” with each other, the more interaction, the more engaged the customer Cross-promote throughout all channels. Use NFC, QR Codes or links to connect mobile with OOH Media, Print or TV and vice versa. Create and benefit from synergies 13
  • 14. 3. Be relevant Follow the user‟s journey and detect potential touchpoints. Fit the audience Provide a reason to download your app Exclusive content Discounts An app needs to be maintained Take advantage of updates 14
  • 15. 4. Be yourself Don‟t chase the latest buzz just to be cool Work from your values, your positioning and your message Create a logical connection between the app and its functionalities. 15
  • 16. 5. Pick the right platforms Not everyone has an iPhone or an Android. Not even a smartphone. The audience will tell you everything you need to know Get the basics right (so yes to a mobile site) 16
  • 17. 6. Usability Make people love your mobile presence. Mobile is not Online. It‟s not just another digital screen Smaller screen. Longer loading times User journey needs to be well thought out Transaction need to be simple, yet secure Navigation through voice- recognition should be taken into account 17
  • 18. 7. Ubiquity Mobile goes everywhere Take advantage of “anytime, anywhere” The bridge between the individual and everything around them, virtual or real Create time pressure to boost mobile sales 18
  • 19. 8. Uniquely Personal Respect the user‟s choice Never assume that the user wants to be open with you Users are willing to share information, but on their terms Ask permission. Always take the opt-in route Reward them for joining in 19
  • 20. 9. Mocial Mobile is inherently social Most users are logged into Facebook Create fast login/ sign up through social networks Enable and encourage sharing Provide content that encourages sharing Let your fans do the publicity 20
  • 21. 10. Make your mobile services easy to find Mobile apps and websites don‟t market themselves If no one knows you have a mobile presence, no one will download your app or access your mobile web Promote mobile through other channels Make mobile part of „The Marketing Plan‟ Give incentives for downloading your app and promote them 21
  • 22. Miguel Banuelos Director of Accounts email mb@goldengekko.com mobile +1 917 972 1985
  • 24. FROM MULTI- CHANNEL TO OMNI CHANNEL June 23, 2011
  • 25. 2010: 6 Devices/ Person Tablet Smartphone Gaming Desktop Console Connected TV Blu-Ray
  • 26. 1 Trillion Connected Devices by 2014 ? 2000 2010 Year
  • 27. 147 Connected Devices per Person Toys Air Conditioner Washing Machine eReaders Subway Map Blood pressure monitor Railway Schedule Alarm Clocks Car Radio Tablet Subway Map Smartphone Remote Control Product Sensor POS Display Supply Chain Desktop Gaming Inventory Systems Console Cameras Cash Register Bus Stop Car GPS Connected TV Baby Monitor Blu-Ray Store Kisok Dressing Room Watches Scale Dog Collars Postal Trucks Mall Directory Radios Power Outlet Bus Stop Concert Turnstile Trains Biometric Devices Running Shoes Toll Booth Delivery Vehicle Treadmill
  • 28. Consumers Control the Context Tablet Remote Control Smartphone Product Sensor POS Display Supply Chain Desktop Gaming Console Inventory Systems Car GPS Cash Register Product Scanners Blu-Ray Store Kisok Dressing Room Mall Directory
  • 29. Consumers Control the Context Tablet Smartphone POS Display Inventory Systems Cash Register Product Scanners Store Kisok Dressing Room Mall Directory
  • 30. Consumers Control the Context Tablet Smartphone POS Display Bus Stop Car Radio Inventory Systems Airline Cash Register Entertainment Refrigerator Product Scanners eReader Store Kisok Dressing Room Running Shoes Mall Directory
  • 31. IT Team Project Plan and Release Schedule Q1 Q2 Q3 Q4 2013+ iPad App Affiliate #1 Integration Update Kindle Store Affiliate #2 Integration Update (Postponed) Xbox Porting Affiliate #3 Integration Update
  • 32. The world wants your digital resources…
  • 33. …but making the world happy can require long, costly integration projects.
  • 34. Mashery is a secure, flexible platform for granting access to digital resources through an API. • Affiliates & resellers • Distributors • Co-branded mobile apps & products • Mobile apps • Web features • Enterprise apps • Long tail partner apps • Proofs of concept • New ideas
  • 36. Best Buy‟s Mashery API saves millions of dollars in development and powers hundreds of affiliates New web features & 100s of affiliate mobile apps partners product info commerce store info store inventory reviews timely offers mobile upgrade “The API save us over $1.5 million and many months when deploying new features and partnerships.” Kumar Kandaswamy, Director, Best Buy
  • 38. Expedia‟s Mashery API drives $1.5 billion in affiliate revenue from 3,600+ strategic partners. 3,600+ affiliates travel inventory bookings photos search user reviews 20 languages “Platforms are the new products.” Benoit Jolin, VP Product Management, Expedia
  • 39. Mashery helped USA TODAY deploy #1 iPad, Kindle Fire news apps and get on millions of devices with partners. Mobile apps on millions 700+ distributors of devices new articles census data photos movie reviews book lists Hackathons & app sports salaries contests “Our Mashery-powered API is a platform for being wherever customers want our content.” Erik Bursch, Director of Operations, Content Systems, USA TODAY
  • 40. APIs for Channel Integration
  • 41. At Comcast, it used to take 6 to 8 months to share resources between internal groups. Now? 30 minutes. New apps with CodeBig 3,600+ affiliates advanced viewing integration platform features TV programs movies subscriber info channel info listings cable box info “With Mashery, we can scale.” Agustin Schapira, Principal Architect, Comcast
  • 42. Mashery has successfully launched internal, partner (B2B), and public APIs for over 150 enterprises. Channel 4 42
  • 43. Parting Thoughts “ Don’t think APIs. Think billions of dollars of money sloshing through obscure programming methods. What's Fueling The API Gold Rush -Dan Woods, Forbes “
  • 46. ACTIVATING THE “CONTEXT” IN CONTEXTUAL COMMERCE An Overview from mBlox for Retail Masterclass
  • 47. Contextual Commerce • Definition – A monetization practice where the content environment pre-qualifies the end-user as being more likely to purchase a product or service • Benefits – Offers high density of prospects…low waste – Can be much more efficient – Offers consumer insight and a meaningful foundation for brand engagement
  • 48. Mobile‟s Role in Contextual Commerce • Uniquely capable of realizing relevance with the consumer – Mobile device is the “lifestyle remote control” – Capable of robust, brand-to-one connectivity – Adds dimension to the “context” of message consumption • Making mobile more “relevant” for the brand – Break through the clutter – Access: 44% of all media consumed out-of-home • Creates a “proximity to the consumptive decision” – Builds greater understanding of consumer behavior
  • 49. Putting Mobile‟s Relevance in Motion • Nearly 95% of sms messages are read – 70% in less than five minutes from receipt – Achieves greater sales lift, sales velocity and campaign efficiencies • Mobile coupons deliver superior redemption rates – Not uncommon to achieve 30-40% redemption – 10-times direct mail or newspapers – 3-times online coupons • Contextual commerce conversion comparisons: – TV: .01% to .5% – Web: .5% to 1.5% – Mobile: 5% to 10%
  • 50. Understanding the Challenges • Key indicators show Mobile‟s Brand-to-One connectivity is NOT being taken advantage of… – Average life span for an app is between 5 and 28 days – According to industry sources, 90% of all apps are opened only once – The “engagement variable” of the % of downloaded apps that are “active” is somewhere between 5% and 10% • When was the last time any brand was happy with being “relevant” to only 10% of the once-engaged customers? • Can we set the bar any lower????
  • 51. Mobile‟s Opportunity within Retail • Capitalize on Mobile‟s unique ability of greater contextual intelligence – Mobile can target demographics, psychographics, and even geographic proximity… • Target and Refine – Can trigger by geo, by time… – Can “wipe” whatever is pushed out… – Control the channel of content delivery…limit taxation of data plan and battery charge… • Deliver… – Meaningful, Sustainable, Monetizable Relationships – Importance of strategy and analytics • Realizing Near-Real-Time Relevance
  • 52. Mobile and the Retail Vertical • Be Relevant – Data/analytics key to maintaining a meaningful consumer relationship – “Value” is the ultimate currency in establishing consumer relevance • Be a brand…Act like one… – Reinforce all brand properties…not just sales/deals • Activate “Context – Not just who the target is…and what the message is…BUT where they are, where they have been, and where likely to go… – Deals and offers need to be relevant – Use Lat/Long/ Radius…even Lat/Long/Radii… • Push can be Powerful – Richest of content can be distributed through controlled wifi channel – Major “rich” events can be pre-loaded on the app for friction-less, ubiquitous viewing when launched by time/geo trigger… • Make the Consumer feel Special
  • 53. Critical to Remember • Goal – Getting the consumer to transact is not the goal… – The goal is getting the consumer to transact…AGAIN • POS versus POC – Point of Sale is important, but do not get caught up in the technology…it is the value that is critical – POC is even more important…Point of Consumer…get them when they are near… • The Road to Relevance – Lifestyle pertinence is the ultimate portal to connectivity – Value can morph a connection into an engagement – Offering Value with Frequency…and engagement can build to trust • The Right Mobile Strategy Takes You There
  • 54. mBlox: Powering Mobile Commerce • Core business of mobile messaging and payments – Sits between the transacting brand and the consumer 5 billion times annually • mCommerce innovation suite dedicated to next- generation engagement – Hyper-local behavioral intelligence offers “context on steroids:” • not just who you are and where you are…but where you have been… – Heightened handset functionality • Rich content push, campaign targeting and management
  • 55. Rio Launched 20th May 2011 on Android and October 1st 2011 on iPhone / iPad
  • 56. The Brief • Give Rio fans around the world access to exclusive content • Deliver content to fans for free; control download of rich data through WIFI channels • Build two-way communication between Rio & his fans • Develop mobile as a retail channel • Enable social engagement • Create a marketing community
  • 57. In-App stats – demonstrates high social engagement • Average views per video clip is over 4 – Can be as high as 7-plus • Most devices watching new video releases • Average view length approaches 1:00 • Now over 100,000 downloads • Active downloads near 50% of total universe And we know each individual response and can communicate on a region, country, city, town or person basis
  • 58. Summary • Retailers should consider not just the content…but the context…for maximum return – Relevant messaging commands greater engagement – Heightened contextual intelligence offers best chance for ROI…with emphasis on the “Return” • Lift in sales, redemption, average ticket price… • Impact on sales window with velocity of mobile… • Campaign refinement is an ongoing opportunity – Mobile events are measured in clicks and views with lat/long attached…valuable data… • The goal: Real-Time Relevance with your audience
  • 62. Mobile strategies Revenue Brand Strategies Strategies Retention Differentiation Experience Acquisition Monetisation Accessibility Expectations Immediacy Lower CPAs Mcommerce Greater usage Comp advantage Better service Greater returns New rev streams
  • 63. Once you’ve invested in creating your mobile properties and presence, how do you maximize their success?
  • 64. Mobile activity process How could Mobile How can we best Business and be used to help engage with our Marketing achieve these audience in Objectives objectives? mobile? The Role of Mobile strategy mobile What is the most What is the How can we effective way of mobile activity maximize delivering the achieving? Mobile‟s strategy? effectiveness? Campaign Mobile Mobile delivery evaluation development
  • 65. Maximising Mobile Success Mobilizing existing activities Activate Mobile Marketing ATL advertising Mobile Search Fixedline search Display Advertising activity Instore/promo material SMS/MMS marketing Existing CRM HTML5 mobile Activity Email marketing Mobile video/prerole Fixedline Display/Behavioral Appstore/marketplace presence Sponsorships Mobile SEO TV Advertising Carrier partnerships Website Mobile email marketing Partnerships VOD
  • 66. Key tools for maximising success Effective Tracking Creativity Planning and Buying
  • 68. The Right Tracking Msite Publishers (CPM) Optimization Banner/ Tracking Banners HTML Ad Unit Networks Bannerclick Time of day Network Day of week Networks (CPC) Publishers Publisher Coded Publisher groups publishers Application App downloads Events Section Virtual CPA Carriers searched Behavioral groups (CPC/CPM) Actions taken Usage Location H/M/L Usgae Activity Usage Retargeting
  • 69. The advantages of YSDK Fully trackable Plan on through to virtual cost conversions per iOS and acquisition Android In app event Conversion reporting attribution of web to app and app to web
  • 71. Rich Media Advertising Effectiveness Smartphone Users are 50% Ad awareness more likely to Increased By recall an 25% For expandable expandable banner banners Source: IAB UK
  • 72. Multi Banner HTML5 Expandable
  • 73. Multi Banner HTML5 Expandable
  • 74. Multi Banner HTML5 Expandable
  • 75. Multi Banner HTML5 Expandable
  • 76. Multi Banner HTML5 Expandable
  • 77. Multi Banner HTML5 Expandable
  • 78. Rich Media Capabilities SHAKE & TILT ANIMATION FACEBOOK Accelerometer control for Fluid automation engine with Post to wall on Facebook engaging experience / games high performance sequencing TWITTER 360 Degrees Post status update to Twitter Product Rotations & Panoramas DRAG & DROP IMAGE GALLERY UI for puzzles, builders and Tactile galleries with more thumbnails & downloads SMART DAYPARTING SOUND BOARD Creative or offer varies by Tap to play sound immediately time of day COMPLEX ANIMATIONS Mapping FORM CAPTURE Slide, fade, object paths and Link through to Google maps Text, pull down, checkbox & more 80 form validation for lead gen with option for branded pins
  • 79. What can Yodelmobile provide? The most cutting edge HTML5 Ad Creation service Build Once, Run Everywhere Ads run Across iOS & Android devices ( others to come Q2 2012 ) All Ads we create can be served through all major mobile ad networks and 100+ premium publishers 81
  • 82. Branding Works on Mobile Average Brand Lift of Mobile Display Campaigns +13% +16% +24% +76% +58% +44% 1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov‟07 to Dec‟09
  • 83. Mobile Drives Response Conversions Click Through Rate Cost Per Acquisition +80% -15% +43% Separating out mobile campaigns from desktop drives significant performance gains Source: Google internal data, 85
  • 84. The P&B Rule book 1. Make sure your activity is trackable 2. Use the right solutions for the objectives ie clicks, impressions, video, data capture, click to call etc 3. Mobile is not just search, its also Networks, Publishers and carriers 4. Test, learn and implement 5. Mobile advertising doesn‟t have to be simply banners 6. Buy effective prices not the cheapest