Mobile Internet

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Webinar:

Lifting the Lid on Mobile

Session 3:

Device Technology

Last Sessions Key Points

• Market Influencers

• The Pace Of Change

• Handset Diversity

• Ways to organise mobile technology into a marketing campaign

• Using mobile to deliver enriched experiences and gain 1-2-1 relationships with every customer

• The need to use a different approach

Mobile devices are changing all the time - with over 100 new tablets being launched this year alone, its hard to keep up with how to tap into the features that mobiles offer us to engage and sell to our customers.

This webinar will focus on:

• Understanding the different handsets, operating systems and capabilities

• Getting to grips with device technology

• Exploring marketing applications that use advanced mobile phone features

Device Technology

Mobile media usage continues to grow

What’s visibly apparent is not fact

Market by OS

Single Platform Strategy

Communication

Single Platform Strategy

Communication

Evolving Platform Base

Over 60 mobile browsers

Platform Browsers Add-on Browsers

Some browser standardisation

But there will always be fragmentation

Device Technologies

GPS

Face Detection

Accelerometer

Video

Magnetometer

Tilt

Geo-location

Camera

NFC

Touch screen

Motion Sensing

HTML5

Screen Technology

Device Technologies

Tilt

Accelerometer

Motion Sensing

Advanced Gestures

GPS

Camera

Gestures

NFC

Nice to havesMust-haves

GPS/Geolocation

Branch LocatorMaps and active search functionsLocation based advertisingSocial Applications – my friends – check inTracking your customers

Marketing Applications

NFC

Customer surveysSocial CampaignsCustomer LoyaltyMobile transactionsSmart posters

Camera

Customer interaction – upload picturesAugmented realityBarcodesShare experiences – social campaignsLinking PC web to mobile web – single customer view

NFC -Near Field Communication

• Short-range wireless technology

• Embedded in the phone

• Securely store personal data such as debit and credit card information

• Four versions – memory, speed and security

• Governed by the NFC Forum

• Held hostage by credit card companies and network operators

• Supported by Blackberry, Nokia, Samsung

• Soon to be supported by iPhone, Windows mobile

NFC is “the one to watch”

Basic Gestures

Advanced Gestures

Keyboards and Hybrids!

HTML5

• HTML5 is the next generation of HTML markup language –currently 4.2

• HTML5 has tools and features that make some things on mobile easier to develop:

• Delivers better audio and video support

• Built in Geolocation

• Enables offline content

• Provides “canvas” a means of delivering dynamic content

• HTML5 is not yet supported by all mobiles

• It’s not the panacea - misconception

Javascript / Ajax / CSS3 / jQuery

Rich App-like User

experience

Pull-down menu

CSS3 overlays

Sliding animations

Orientation Aware

Delivery to the Mobile Web

Device Management Technology

Content Management

Device and user tracking

geolocation, camera, NFC –

advanced technology detection

and development tools

Centrally managed content

for web, email, social and

mobile

iPhone Android Blackberry Windows

Device and channel specific

previews

mobile handset

detection

(> 12,000)

Leading edge

delivery engine

using HTML5

and fully

optimised

dynamic pages

– User

preference

management

Flash HTMLjQuery

Maximising Each Experience

Summary

We’ve Explored:

• Handset and browser diversity is growing – ask your developer for cross platform

• Technologies to focus on to maximise user experiences – get ahead of the curve

• It’s not a “one horse race” - 70% + of your customers are not on iPhones

Questions:

Next sessions - From the Perspective of Mobile

E-commerce: Tuesday 14th June @ 10am UK

Social Media: Tuesday 12th July @ 10am UK

www.bemoko.com www.alterian.com