mobile engagement 2012: a winning strategy

Mobile Engagement: A Winning Strategy

By: Dawn Yankeelov, President Aspectx

Date: Oct. 16, 2012

Market Conditions• Everyone’s Head is in The Cloud

• Peak 10, Amazon

• Capture Fixation• Goggle, Serge (sergesdk.com), and QR CodesLouis

• If It’s Not Drilled Down to Local, Then Who Cares• Why Wait, RedeApp, and Scoutmob

• Save Me Money and/or Time• Pinterest, FB, Linked In, Groupon

What We Will Cover“In the beginning, God logged on,”….

The CirculatingTXT Joke--TECHNOLOGY impact

Year 2025:Father angrily to his little kid:

“Why don't u trust me...I told u a hundred times that you were really born, not

downloaded.”http://www.zedge.net/txt/272456/?pos=8&search=technology&cep=8

Survey Says…• Even a year ago, there were already more than 700,000

Mobile Apps; estimated now at 2 Mil.• The Number Of Mobile Devices In Use Will Exceed

World’s Population By End of 2012• In 2011, mobile data traffic was 8 times the size of the

entire global Internet in 2000 (597 petabytes vs. 75 petabytes)

• By 2016, video will be over 70% of mobile traffic. It is already slightly more than half of all traffic.

• By the end of 2012, over 100 million smartphone users will be using over 1 GB/month of data

--source: Techcrunch, 2/14/2012

7 Game Changers

• A No. 1: Mobile Payments/Pay by Phone• #2: Healthcare Choices by Phone• #3: Education on Mobile• #4: Govt. Gone Mobile• #5: Localization of Everything Continues• #6: Video & Chat With the Multitudes (and Siri)• #7: The Next Really Important Social Network, And the

Answer is….

The Players in With You

Forrester Research 2012

#1: Pay Now

NFC. Near Field Communications

Defined.

The Players

What’s Verifone?

Coffee Please

Where is that cup of Joe?

Starbucks on the Cutting Edge

Over the Rainbow

New Players into Unattended Retail

d

Govt. Apps?

USA.apps.gov• m.cancer.gov• American Red Cross first aid• National Institute on Drug Abuse Mobile

Website• Studentaid.gov• Smokey Bear• Access American Stories--a bilingual

(Spanish/English) “crowdsourced” audio experience and companion to the American Stories exhibition at the Smithsonian's National Museum of American History for low vision.

Localization—Here. Now.

Education and Healthcare too

Education

The Learning House

Healthcare: Hospital Use

Strate

>>>A new report from health care market research company Kalorama Information estimates that the medical mobile health market was worth $84.1 million in 2010, up from about $41 million in 2009.

>>>According to the report -- titled "The Worldwide Market for Mobile Medical Apps" …more than 50% of physicians used PDAs or smart phones on a daily basis in their work. The average price for most medical apps was $15, the study found (Merrill, Healthcare IT News, 1/6).

>>>The report found that health care apps made up approximately 1.5% of the total mobile apps market in 2009 (Byers, CMIO, 1/4).

Read more: http://www.ihealthbeat.org/articles/2011/1/6/reports-predict-rise-in-mobile-health-apps-chart-progress-in-2010.aspx#ixzz2539j93rc

Hospitals Got Started Early

• Indiana’s Columbus Regional Hospital• Added mobile version of site 2010—See that more

than 13% now connect that way routinely• Athen’s-GA-based Regional Health Services

• QR Codes for Mammogram Appts.—Appts. up 15% on request forms from QR Code

• Baltimore’s MedStar Harbor Hospital• GeoTargeted Mobile Ad Display Campaign with

Emergency Care door-to-door directions

• HealthLeadersMedia 3/2012

From Branding to Health Management

Mobile Medical Reminder ‐ A short message (textmessages/SMS) sent to a patient’s mobile devicewith reminders… upcoming doctor’s appointment, taking medication, immunization updates, refillprescriptions, etc.• Mobile Monitoring ‐ A small patch worn on theskin capable of wirelessly linking to a patient’smobile device…could monitor heartrate, EKG, respiration, and blood pressure.

And MoreMobile Monitoring of Elderly ‐ A small patch worn on the skin capable of wirelessly linking to a patient’s mobile device. The mobile device would precisely track the location of the wearer and would be able to tell if the person was standing, sitting, lying down, or fell down.

Mobile Medicine/Administration ‐ Via a patch on the skin linked to a mobile device a patient could manage their therapy as well as transmit information to a physician (such as blood pressure, heart rate, respiration, etc.). ..alert would be sent to the patient or care giver.

Survey for Understanding Growth

Preliminary results from a pilot test of WellDoc’s DiabetesManager system among employees of health insurer Health Care Service Corp. (HCSC) who had type 2 diabetes.

But what does it really mean that 88 percent of the 156 participants called DiabetesManager “highly useful” for self-management of their condition?

On the HorizonIMS predicts that 4.7 million Bluetooth Smart-enabled consumer medical devices will ship in 2016 and some 10.3 million will ship between now and then.

“Intel sees the approval of the Running and Cycling Speed and Cadence specifications as an important milestone in the transition of low-power wireless fitness sensors from proprietary to a standards-based solution using Bluetooth 4.0,” Eric Dishman, fellow and general manager of health strategy and solutions at Intel stated in the Bluetooth SIG announcement. (Aug. 2012)

How-To: Leveraging Loyalty

Get the App Ranked:• Run an intensive CPI (cost per install) Campaign (days)• SEO/Keyword search optimization• PR• Discounting• Reviews in Blogs of Interest• Time Release at Trade Shows

• To be in Top 50 of Category: 25,000 downloads per day on the app store (as of June 2012). 10,000 to be top in China. 5,000 in UK and South Korea.

Loyalty is Coming Back.

Mobile Giving.

All Charities Want You Now.

Mobile MetricsFlurry.com

Mobile Metrics Reading

Video & Chat

Easy and Free.

The Next Social Network is…

Find The PATH…

Takeaways

• Be Collaborative• Define Strategy• Find Call to Action in the App Or Hold on Build• Determine Audiences in Advance• Use Metrics• Do Targeted, Intense Promotions to Drive Up Usage• Experiment with Other NEW social paths• HyperLocal is Useful so Leverage

Links of Interest• See embedded video—SF Speakers on Mobile for the City

http://insiderlouisville.com/news/2012/10/15/listening-in-how-technology-will-make-a-smarter-louisville/

• CDC’s Social Media Toolkit http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf

• Mobilize Your Website http://gigaom.com/mobile/google-wants-to-mobilize-your-web-site-for-free/

• 9 Businesses Using Pinterest Contests• http://www.socialmediaexaminer.com/pinterest-contest/• Fatfinger Factor

http://www.nypost.com/p/news/business/fatfinger_factor_M6tlkx9itnDbdoLl2cui6M

ContactAspectx, 7003 Harrods Landing Dr., Prospect, KY 40059

W: 502-292-2351; Cell: 502-548-1304dawny@aspectx.com

Twitter: dawnyaspectxFind me on Linked In, FB, Google+

Skype: dawny1962