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MOBILE OVERVIEW JANUARY 12, 2011 – MATT LEHMAN, MOBILE BUSINESS LEADER, PROGRESSIVE INSURANCE

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Agenda1. What is this whole mobile thing

anyways?

2. Mobile marketing in 10 words or less

3. Some ways to build your mobile strategy

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• Smart Phone: A mobile phone offering advanced capabilities, often with PC-like functionality

• Feature Phone: Any mobile phone that is not a smart phone

• Mobile application or App: A self-contained application or feature that is downloaded onto a phone

• Mobile Web: Websites optimized for browsing from a mobile device

First, a few definitions

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We’re gonna party like its 1999…

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But there is a difference….

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Mobile opportunity vs. web opportunity

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And may eclipse desktop soon

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Majority rules (sometime in 2011)

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But it’s a bit of a puzzle

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Fragmentation is here to stay• 4 major players in U.S. Tablets only

increasing the complexity and number of pieces in the puzzle

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Usage Characteristics by device type

Data from Morgan Stanley

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All roads converging into one

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How we’ve managed through a fragmented world

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Our latest offering

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So what do people actually do on their phones?

Data from Forrester Research

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The last why marketers should care slide

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And how can you reach them?

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Mobile marketing in 10 words or less

Mobile Search, Mobile Display, SMS, Text, QR Codes, Mobile Coupons

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Mobile Search Marketing

The Good:1. Growing 130% year2. High usage / backwards

compatibility3. Easier to measure/ROI4. Location awarenessThe Bad:5. Expensive to test6. Complex landing page7. High consumer

expectations

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Mobile Display Marketing

The Good:1. Deliver compelling mobile

experiences (e.g. iAd)2. Broad display networks

allow for targeting3. In-App and Mobile Web4. Location awarenessThe Bad:5. Can be expensive6. Tracking is difficult

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SMS Marketing

The Good:1. Huge numbers2. Backwards compatibility3. Inexpensive to testThe Bad:4. Costs your customers 5. Requires opt-in6. Limited experience

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QR Codes

The Good:1. Low cost and easy to

create2. Print & Digital The Bad:3. Needs app 4. Inconsistent consumer

expectations

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Mobile Coupons

The Good:1. Highly targeted2. Location awareness3. Lower cost than

traditional couponsThe Bad:4. Harder to implement 5. Customer experience

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Another look, same trends

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And now for a little experiment…

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Remember to phrase your answer in the form of a question

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Meet Simon, introduced

by IBM in 1992, and marketed by Bell

South for $899.

The answer…

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Build your mobile roadmap

1.Set a vision guided by your mobile objectives

2.Mobilize don’t miniaturize

3.Keep in mind the “mobile context”

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What is the mobile context?

>Immediacy

>Portability

>Location based convenience

>Form factor capabilities (e.g. camera, GPS)

.

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Find the right balance

Utility

Novelty

Low

High

High

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Mobile: the new “plastics”