mobile direct marketing
DESCRIPTION
Elements to consider with using mobile as a direct marketing channel.TRANSCRIPT
Mobile Direct Marketing
Scott M. Alexander
President
Marketing Enablement
Summary
1. Mobile browsing and application use is a growing segment of the mobile
industry. Currently, 7% of all mobile phone users access the internet
through their mobile device, with 15% of 18-24 year olds accessing. It is
forecast that by end of 2008, 18-24 yrs accessing the internet through
mobile devices will be above 40%.
2. Mobile devices in the mobile environment do not play by the same rules as
the desktop. This is not all due to the lack of standards, but due to the highly
varying needs of the mobile user.
3. The differing capabilities of low-end mobile phones, high-end smart phones,
and alternative devices also lead to a variable environment.
4. Marketing Enablement has developed a mobile develop framework and a
set of best practices focused on user access, information architecture,
content and design of mobile browsing applications.
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Food for Thought!
• 2.8 billion wireless phones globally
• 84 million households in US own at least one phone
• You can reach a wider audience than the billion computers globally
• Mobile phones are growing faster (85% HH penetration by 2010) than
computers (79% HH penetration by 2010)
• People carry their mobile phones every where they go and are depending
on them more and more for answering questions and accomplishing tasks
Source: Wireless intelligence, 2007 3
Mobile Marketing Opportunities
Messaging
• SMS
• MMS
• Instant Messaging
• Keywords & Short Codes
Mobile Browsing & Advertising
• Banner Ads
• Text Links
• Interstitials
• Video Billboards
• Search
• Location Specific Ads
• Local Search Display Ads
• Mobile Sites
Applications and Content
• Ring Tones
• Audio
• Video
• Games
• Live Broadcast TV
• Ad Supported Content Sponsorship
• Proprietary Applications
• Shared Widgets
4
Mobile Application Environment
•Mobile.company.com
•Company.com/mobile
•Company.mobi
•T-Mobile
•Verizon
•AT&T
•Sprint
•eComm
•Yahoo! Go
•AOL MyMobile
•Sprint OnDemand
•MSNBC Multi-media
•AdvantGo
•SprintTV
•Widgets
•Ringtones
•Games
•Videos
5
Mobile Application Environment
App Native (Windows Mobile,
ARM, Palm,Symbian, UIQ, QT, Linux,
data sync)
App Multi-Platform
(BREW, Java ME, Flash Lite, SVG,
mojax)
Web (xHTML Basic,
xHTML MP, WML, iMode,
ECMAScript)
Messaging (SMS, MMS, IM,
picture)
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Data Reliability – Only when data access
Interaction Flow – Slow
Freshness of Data – Excellent
Interaction Richness – Moderate
Device Impact – Wide Delivery for
xHTML, and narrow for script
Data Reliability – Present unless device lost
Interaction Flow – Good
Freshness of Data – Takes Effort
Interaction Richness – Good
Device Impact – Wide Delivery Across
“Feature Phones”
Data Reliability – Present unless lost
Interaction Flow – Excellent
Freshness of Data – Takes Effort
Interaction Richness – Rich
Device Impact – Limited to “Smart Phones”
Data Reliability – Could be delayed
Interaction Flow – Very slow
Freshness of Data – Good
Interaction Richness – Scarce
Device Impact – All support Texts, Wide
for Other messaging
Widgets
The Next Step is Multi-Model Strategies
Messaging
• SMS
• MMS
• Instant Messaging
• Keywords & Short Codes
Mobile Browsing & Advertising
• Banner Ads
• Text Links
• Interstitials
• Video Billboards
• Search
• Location Specific Ads
• Local Search Display Ads
• Mobile Sites
Applications and Content
• Ring Tones
• Audio
• Video
• Games
• Live Broadcast TV
• Ad Supported Content Sponsorship
• Proprietary Applications
• Shared Widgets
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Device applications
launch other device
applications
Opt-In Text Message
Initiates Download of
Application, or Text
Turns On Device
Application
Click of a Banner Ad
Opens a Site, starts a
download or triggers an
on-device application
User Enters Cellphone
Number into Desktop
and a SMS Text
Message is Sent with
Download Initiation
Operational Text
Responses that include
a MMS link or
component
What is Affecting the Tipping Point for Browsing
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0.2
0.4
0.6
0.8
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1.2
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
3G Mobile Phone Sub. Index (2011 = 297m)
Users with Data Packages Phones with Internet Feature
18 24 yo Users Accessing Internet 18-14 yo Using SMS
Tipping Point: when
50% of 18-24yo
access the internet
through their phones
Tipping Point for SMS
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Update!!
Creative Thinking and
Use of Mobile 2.0
Interesting and Useful
Mobility Tools
Mobile Value Chain’s Many Links
1. Connections (Wireless Carriers and Aggregators)
2. Mobile Phone Developers (Better Screens, New Form Factors and Design)
3. Application Providers (Mobile ASPs and Discreet Applications
4. Products and Services (Brands, Content Owners and Agencies)
5. Media, Internet and Retail Properties (Retail BnM, eStores, Social Networks)
3G Coverage and
Lower Cost Data Plans
Usability and Technology
Standardization
Embracing Mobile and
Preparing for Growth
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Best Practice Development Considerations
Network
•Speed
•Wireless Carrier
•Quality
User Needs
•Research
•Commerce
•Price Sensitivity
•Preferred Device Class
Device Capability
•Class
•Interfaces (I/O)
•Technology Platforms
Application
•Platform
•Reliability
•Interface
Marketing Enablement Framework
•Strategy
•Information Architecture
•Content
•Development
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Select Handset Manufacturers and Devices
Class Manufact
urer
Device Rendering
Engine
App.
Platform
OS Height
(in)
Width
(in)
Diagonal
(in)
Area
(sq in)
Stylus/Touch Palm Treo 755p Blazer Palm OS Palm OS
Garnet
v5.4.9
1.74 1.74 2.5 3.1
Stylus/Touch
Apple iPhone Safari Apple Modified
MAC
3 2 3.5 6.1
Stylus/Touch
Sony
Ericsson
M600i Opera 8 Symbian 2.55 3.25
Stylus/Touch
Cingular 8525 JAVA ME Windows
Mobile
2.8 3.9
Scroll and
Select
Nokia N95 S60 Browser S60 3rd
Edition
Symbian
9.2
2.6 3.4
Scroll and
Select
RIM BlackBerry
Curve 8320
JAVA BlackBerry
OS 4.2.2
2.5 3.1
Scroll and
Select
LG VX8350 Mobile
Browser
BREW n/a 1.2 .72
Scroll and
Select
Motorola Rizr Z3 Openwave BREW n/a 1.9 1.8
Many Different Variables
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December 2007 Research: UK iPhone Users
• 60% of Q2 Europe iPhone customers in the UK were sending or receiving
more than 25MB of data a month. This is equivalent to:
– 7,500 emails without attachments
– 25 Youtube Videos
– 1,250 mobile web pages
• Less than 2% of other Q2 Europe customers (those not using the iPhone)
are using more than 25 megs.
• It was found that it is not necessarily the network that causes more or less
data use, but the device itself. For example, The Nokia N95 runs on a 3G
network but has much less data usage than the iPhone on a 2G network
(Though the iPhone also runs on Wi-Fi which is faster than 3G). The N95
has a smaller screen size (2.6 inch diagonal) than the iPhone (3.7 inch
diagonal) 42% bigger.
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iPhone
Effect
Mobile Site Creation Solution Framework
Determine
Segments &
User Goals
Determine
which users
goal are most
important
Develop new
content for site
Determine
which content
on existing site
can be used
Develop
Business
Requirements
Perform
Competitive
Analysis
GAP Analysis
Create Site Map
Wireframes
Develop
Workflow
Creative Develop Quality Control Soft Launch Hard Launch
Develop
applications for
site
Strategy
Content
Development
IA
Design & Development
Determine
Class and
Device, Needs
Creating Mobile
Site Only, no
Desktop site
exists
Creating Mobile
Site based on
Desktop site
Determine User
Access
Differences from Desktop
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