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Mobile Media: Opportunities on the Move
American Press Institute
Overview
Adopting a mobile strategy for your business is inevitable. Your
mobile strategy must be aligned with your overall business
strategy, and this doesn't necessarily mean you need to
develop an application.
Developing a Successful Mobile Strategy   ap iv2
Phone Types

Smart Phones account for only 38% of total
devices




    Feature Phones
    Smart Phones




Source: Nielsen
Smart Phone Platforms

January 2010


   RIM (43%)
   Apple (25.1%)
   Microsoft (15.7%)
   Google (7.1%)
   Palm (5.7%)




Source: comScore MobiLens
Smart Phone Platforms

February 2011


   Google (33%)
   RIM (28.9%)
   Apple (25.2%)
   Microsoft (7.7%)
   Palm (2.8%)




Source: comScore MobiLens
Takeaway


 Don’t get hung up on platform market share and
 popularity. Your goal is to reach your consumer.
What are People Doing?

February 2011, Total U.S. Age 13+


 Texting (68.8)
 Browsing (38.4)
 Used Apps (36.6)
 Social Networking (26.8)
 Played Games (24.6)
 Listen to Music (17.5)




Source: comScore MobiLens
What is Mobile?


“Mobile does not fit into the traditional marketing mindset, and trying to
figure out mobile this way turns into nothing more than a smaller, crappier
version of the display advertised internet” – Helge Tennø




http://www.slideshare.net/helgetenno/mobile-abilities-map
What is Mobile?



“Mobile as a term is just a reference to an eco-
system that phones are a part of”
                                   – Kevin Slavin
                                      http://blip.tv/file/2037784/
Ecosystem of Channels

                      Entertainment

         Product
                                      Communication
        Fulfillment




                                              Research &
  Community           Mobile                   Shopping
Developing a Successful Mobile Strategy   ap iv2
Not Strategic


You look around at what your competitors are
doing and read about the current stats for
mobile usage and you say "we need one of
those [mobile strategy] too".
Not Strategic



“I just got a [phone type]. It would be cool to
have an application for it.”
Mobile Planning Process




Objectives          Goals       Strategy         Tactics




             Vision / Mission              Mobile Solution
Strategy
Define the Objective

Increase revenues?
Decrease costs?
Increase brand awareness?
Educate the customer?
Engage the customer?
Visual Strategic Plan
Objectives              Build Trust in Brand   Attain New Customers
Define the Goals

Increase revenues by 10%?
Decrease costs by 10%?
25 new clients?
Visual Strategic Plan
Objectives                             Build Trust in Brand    Attain New Customers




  Goals      1000 newsletter signups   25% referral business      20 new clients      15% increase in sales
Define the Strategy

Encourage customer referrals?
Faster customer service turnaround?
Social Media?
Visual Strategic Plan
Objectives                             Build Trust in Brand    Attain New Customers




  Goals      1000 newsletter signups   25% referral business      20 new clients       15% increase in sales




                   Community                                                            Increase Expertise
Strategy          Involvement
                                       Proactive Listening     Social Media Outreach
                                                                                             Message
Visual Strategic Plan
Objectives                             Build Trust in Brand    Attain New Customers




  Goals      1000 newsletter signups   25% referral business      20 new clients       15% increase in sales




                   Community                                                            Increase Expertise
Strategy          Involvement
                                       Proactive Listening     Social Media Outreach
                                                                                             Message




               Create Community         Establish Listening    Communicate Directly       Increase Event
 Tactics         Manager Role                  Posts               with Users              Participation


              Monthly Newsletter         Monitor Forums           Facebook Page          Active Blogging



                    Contests


               Maintain Post-Sale
                    Dialog
Takeaways

The tactics are the candidate requirements for
your mobile solution.

Involve key players in each department –
news, advertising, marketing, digital – early.
Developing a Successful Mobile Strategy   ap iv2
Channel Matching



Determine which mobile channel(s) makes the
most sense, based on tactics.
Ecosystem of Channels

                      Entertainment

         Product
                                      Communication
        Fulfillment




                                              Research &
  Community           Mobile                   Shopping
Enable the Channel

Native Apps

Mobile Web

SMS
Market Reach

.              SMS/WAP



               Mobile Web



                Location-
                 Based




               Native Apps
Map to Platform Demographic

.
    Gender          Income-level    platform
everyone
                                     Spending
                   Tech-Savvy        Patterns
       Technical
                                   youth
Platform Demographics
Smartphone ownership by age (percent respondents in each age group):

18-24 (49 percent)

25-34 (58 percent)

35-44 (44 percent)

45-54 (28 percent)

55-64 (22 percent)

65 or older (11 percent)


CiOInsight.com
Platform Demographics
BlackBerry - Business user who uses the phone primarily for e-mail, instant
messages and viewing attachments.

Android - 33% of users are single and, by Ad Mob’s count, 73% are male.

iPhone - Tech-obsessed, wealthy, less likely to have kids than other
smartphone users… also more likely to buy things from their
phones, download apps and content, according to Nielsen.

iPod Touch - According to AdMob, 65% of users are under 17 — and likes to
game and listen to music.
Native Applications - Pros

•   Rich context capabilities, will appeal to your advertisers
    (location-aware, augmented reality).

•   Leverages device capabilities (GPS, camera, local
    storage/offline access).

•   Will appeal to your advertisers.
Augmented Reality
Location Aware
Native Applications - Cons

•   Expensive to develop

•   Platform-specific development effort

•   Limited Reach

•   App Market Noise
Retail Example
Objectives                             Build Trust in Brand    Attain New Customers




  Goals      1000 newsletter signups   25% referral business      20 new clients       15% increase in sales




                   Community                                                            Establish Domain
Strategy          Involvement
                                       Proactive Listening     Social Media Outreach
                                                                                            Expertise




               Create Community         Establish Listening    Communicate Directly       Increase Event
 Tactics         Manager Role                  Posts               with Users              Participation


              Monthly Newsletter         Monitor Forums           Facebook Page          Active Blogging



                Support Runners
Solution
Tools for Runners
.     Smart-Phone (GPS for runs)
      iPhone (Target demographic)
Cross Platform Development

Frameworks allow multiple platforms to be
targeted with less effort and cost.
Mobile Web


   Don’t push your website onto a phone.
Optimize
Mobile Web - Pros

•   Available on most smart phone web browsers*.

•   Inexpensive relative to native applications.

•   Appears in search results.
Mobile Web - Cons

• Cannot leverage device capabilities (until HTML 5).

• *No Flash on iPhone.

• Has to be bookmarked to appear on device home screen.

• Not available while offline (until HTML 5).
SMS - Pros


 Widest reach, available on every data-enabled
                     device.
SMS - Cons



             It’s SMS
Hospitality Example
Objectives                       Great Client Experience   Increase Revenue




  Goals                           100% Spa Bookings




Strategy     Discount Services




 Tactics




             Promote To Guests
Solution
Distressed Inventory Updates
.     SMS (Basic Message, Widest Audience)
Takeaways

Understand how to reach your customer –
platform and channel.

Ask them.
Developing a Successful Mobile Strategy   ap iv2
Be Real

mobile has an even higher standard for
authenticity, relevance and quality of content
than other media.
Rules of Engagement

Be useful and relevant
Be efficient
Don’t interrupt
Entertain if possible
Make THEM feel important
Repeat This




       Do Not Waste Their Time
Developing a Successful Mobile Strategy   ap iv2
Connect




     peter.morano@keylimetie.com

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Developing a Successful Mobile Strategy ap iv2

  • 1. Mobile Media: Opportunities on the Move American Press Institute
  • 2. Overview Adopting a mobile strategy for your business is inevitable. Your mobile strategy must be aligned with your overall business strategy, and this doesn't necessarily mean you need to develop an application.
  • 4. Phone Types Smart Phones account for only 38% of total devices Feature Phones Smart Phones Source: Nielsen
  • 5. Smart Phone Platforms January 2010 RIM (43%) Apple (25.1%) Microsoft (15.7%) Google (7.1%) Palm (5.7%) Source: comScore MobiLens
  • 6. Smart Phone Platforms February 2011 Google (33%) RIM (28.9%) Apple (25.2%) Microsoft (7.7%) Palm (2.8%) Source: comScore MobiLens
  • 7. Takeaway Don’t get hung up on platform market share and popularity. Your goal is to reach your consumer.
  • 8. What are People Doing? February 2011, Total U.S. Age 13+ Texting (68.8) Browsing (38.4) Used Apps (36.6) Social Networking (26.8) Played Games (24.6) Listen to Music (17.5) Source: comScore MobiLens
  • 9. What is Mobile? “Mobile does not fit into the traditional marketing mindset, and trying to figure out mobile this way turns into nothing more than a smaller, crappier version of the display advertised internet” – Helge Tennø http://www.slideshare.net/helgetenno/mobile-abilities-map
  • 10. What is Mobile? “Mobile as a term is just a reference to an eco- system that phones are a part of” – Kevin Slavin http://blip.tv/file/2037784/
  • 11. Ecosystem of Channels Entertainment Product Communication Fulfillment Research & Community Mobile Shopping
  • 13. Not Strategic You look around at what your competitors are doing and read about the current stats for mobile usage and you say "we need one of those [mobile strategy] too".
  • 14. Not Strategic “I just got a [phone type]. It would be cool to have an application for it.”
  • 15. Mobile Planning Process Objectives Goals Strategy Tactics Vision / Mission Mobile Solution
  • 17. Define the Objective Increase revenues? Decrease costs? Increase brand awareness? Educate the customer? Engage the customer?
  • 18. Visual Strategic Plan Objectives Build Trust in Brand Attain New Customers
  • 19. Define the Goals Increase revenues by 10%? Decrease costs by 10%? 25 new clients?
  • 20. Visual Strategic Plan Objectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales
  • 21. Define the Strategy Encourage customer referrals? Faster customer service turnaround? Social Media?
  • 22. Visual Strategic Plan Objectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales Community Increase Expertise Strategy Involvement Proactive Listening Social Media Outreach Message
  • 23. Visual Strategic Plan Objectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales Community Increase Expertise Strategy Involvement Proactive Listening Social Media Outreach Message Create Community Establish Listening Communicate Directly Increase Event Tactics Manager Role Posts with Users Participation Monthly Newsletter Monitor Forums Facebook Page Active Blogging Contests Maintain Post-Sale Dialog
  • 24. Takeaways The tactics are the candidate requirements for your mobile solution. Involve key players in each department – news, advertising, marketing, digital – early.
  • 26. Channel Matching Determine which mobile channel(s) makes the most sense, based on tactics.
  • 27. Ecosystem of Channels Entertainment Product Communication Fulfillment Research & Community Mobile Shopping
  • 28. Enable the Channel Native Apps Mobile Web SMS
  • 29. Market Reach . SMS/WAP Mobile Web Location- Based Native Apps
  • 30. Map to Platform Demographic . Gender Income-level platform everyone Spending Tech-Savvy Patterns Technical youth
  • 31. Platform Demographics Smartphone ownership by age (percent respondents in each age group): 18-24 (49 percent) 25-34 (58 percent) 35-44 (44 percent) 45-54 (28 percent) 55-64 (22 percent) 65 or older (11 percent) CiOInsight.com
  • 32. Platform Demographics BlackBerry - Business user who uses the phone primarily for e-mail, instant messages and viewing attachments. Android - 33% of users are single and, by Ad Mob’s count, 73% are male. iPhone - Tech-obsessed, wealthy, less likely to have kids than other smartphone users… also more likely to buy things from their phones, download apps and content, according to Nielsen. iPod Touch - According to AdMob, 65% of users are under 17 — and likes to game and listen to music.
  • 33. Native Applications - Pros • Rich context capabilities, will appeal to your advertisers (location-aware, augmented reality). • Leverages device capabilities (GPS, camera, local storage/offline access). • Will appeal to your advertisers.
  • 36. Native Applications - Cons • Expensive to develop • Platform-specific development effort • Limited Reach • App Market Noise
  • 37. Retail Example Objectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 25% referral business 20 new clients 15% increase in sales Community Establish Domain Strategy Involvement Proactive Listening Social Media Outreach Expertise Create Community Establish Listening Communicate Directly Increase Event Tactics Manager Role Posts with Users Participation Monthly Newsletter Monitor Forums Facebook Page Active Blogging Support Runners
  • 38. Solution Tools for Runners . Smart-Phone (GPS for runs) iPhone (Target demographic)
  • 39. Cross Platform Development Frameworks allow multiple platforms to be targeted with less effort and cost.
  • 40. Mobile Web Don’t push your website onto a phone.
  • 42. Mobile Web - Pros • Available on most smart phone web browsers*. • Inexpensive relative to native applications. • Appears in search results.
  • 43. Mobile Web - Cons • Cannot leverage device capabilities (until HTML 5). • *No Flash on iPhone. • Has to be bookmarked to appear on device home screen. • Not available while offline (until HTML 5).
  • 44. SMS - Pros Widest reach, available on every data-enabled device.
  • 45. SMS - Cons It’s SMS
  • 46. Hospitality Example Objectives Great Client Experience Increase Revenue Goals 100% Spa Bookings Strategy Discount Services Tactics Promote To Guests
  • 47. Solution Distressed Inventory Updates . SMS (Basic Message, Widest Audience)
  • 48. Takeaways Understand how to reach your customer – platform and channel. Ask them.
  • 50. Be Real mobile has an even higher standard for authenticity, relevance and quality of content than other media.
  • 51. Rules of Engagement Be useful and relevant Be efficient Don’t interrupt Entertain if possible Make THEM feel important
  • 52. Repeat This Do Not Waste Their Time
  • 54. Connect peter.morano@keylimetie.com

Editor's Notes

  1. This will be the focus of our talk. Room to make a bad spend.The focus is not what is the coolest iPhone feature that you absolutely must implement or why you HAVE to integrate your social media presence into your appllication. Should you take advantage of these things? Yes, but ONLY if it makes sense based on your goals.Wouldn’t just open a new location, or hire 30 people, but with Mobile, that’s what happens. People forget that the mobile application is an extension of their goals. It is a tactic, or a collection of tactics.
  2. 4 parts
  3. Was 79/21 last yearTrending away from feature phones
  4. We encounter this all the time.
  5. Not just smart phones
  6. Don’t take your current digital presence, your website, and stuff it into a screen this bigIt is not their desktop and they are OK with that.
  7. Don’t stuff this big thing onto this small screen. Start to think about the ecosystem, not the device.
  8. Understand the Potential of MobileMany of today’s mobile initiatives are born exclusively out of a company’s IT or marketing department, but mobile shouldn’t just be a fancy gimmick relegated to serving a marketing function. Ignoring the needs of the company’s bottom line business objectives excludes one of the most important steps in the process, which is identifying precisely where mobile can have the greatest impact within an organization. From training staff to streamlining operations, mobile can extend into every part of a company. Failure to bring every department to the table during the initial planning phases often results in applications that fail to meet critical business objectives.
  9. Sloan – iPhone (wrong platform)Partstown – Android (Not wide enough reach)
  10. Sloan – iPhone (wrong platform)Partstown – Android (Not wide enough reach)
  11. It is not a stand alone decision.
  12. Used this to illustrate for talk.Simple, maybe overly abstract, but it makes the point.
  13. Tactics – pick one or two, this is the stuff that your mobile solution will be based on.A mobile app isn’t a Swiss Army knife; it’s a carving blade. It should be designed to do a limited number of things extremely well. Many of the companies who have launched successful apps have recognized that an app can only deliver a portion of their full service list before it becomes prohibitively expensive to produce and unwieldy to use. Best Buy, for example, has at least five different apps, each addressing one specific functionality. Define exactly what your app’s objective will be and focus on those features that will directly address that objective.Jot.
  14. Different departments will need to adjust to the mobile solution
  15. http://www.comscoredatamine.com/2011/06/growth-in-top-us-mobile-categories/
  16. OK, to be narrow at first.
  17. Your advertisers care about this.
  18. This is important for you as your sales teams work with your advertisers, they will want to know who you are targeting. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age
  19. http://blog.signalhq.com/2010/03/15/smartphone-demographics-mobile-strategy/Smartphone ownership by age (percent respondents in each age group):18-24 (49 percent)25-34 (58 percent)35-44 (44 percent)45-54 (28 percent)55-64 (22 percent)65 or older (11 percent)CiOInsight.comThis is important for you as your sales teams work with your advertisers, they will want to know who you are targeting. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age/
  20. This is important for you as your sales teams work with your advertisers, they will want to know who you are targeting. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age/
  21. Universal Insurance
  22. Not he full site crammed down.
  23. Parts Town
  24. ADD PARTS TOWN MOBILE WEBMENTION HOW THEY INSISTED ON A NATIVE APP
  25. This is not field of dreams, just building it does not mean they will come.
  26. Let your users have some control over how they interact with your content…saving, sharing, favoriting, voting,
  27. HACKS HACKERS
  28. Do I need this?