mobile: powering anytime any place communications

COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.

Powering Anytime, Anyplace CommunicationsWhy Integrating Mobile is imperative

Presented by:

Troy Gibson, Director of Technology & Mobile Offering Champion

Dan Shust, Director of Emerging Media

what we’ll cover

• Why integrate mobile now

• How mobile can be quick and impactful

• Where mobile is going

The mobile phone may be the most prolific consumer

product ever invented.

quick facts about mobile

• 3.2 billion mobile subscribers in the world and expected to grow by at least a billion in the next few years

• Mobile phones are more prevalent than cars and credit cards

• It took 100 years for landline phones to spread to more than 80% of the countries in the world, wireless did it in 16

• Fewer teens are buying watches now because they use their phones to tell time instead.

quick facts about mobile

• A recent study of Chinese mobile customers showed that the majority of them sleep within a meter of their phones.

• The phone that you have in your pocket, pack, or handbag is ten times more powerful than the PC you had on your desk 9 years ago

• Most mobile users in the world have never had a PC

• Functions of mobile phones go far beyond calling

mobile is changing expectations

• Constant connectivity heightens the on-demand expectation

• Content now must meet finely tuned relevance

AWARENESS CONSIDERATION SELECTION LOYALTY

Friends & Neighbors

Mass Media

message

Grocery staff

At shelf/on pack

messaging

Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing

PURCHASE

• Proliferation of new interaction points• Opportunities for new partnerships• Journey varies by target

a new customer journey

mobile is changing the consumer journeyA ForeSee Results* study found

• 29% of U.S. consumers have used a mobile phone while shopping in a retail store.

• 72% have called someone about a product they might purchase

• 40% have sent a picture of a product they might purchase

• 24% have used an m-commerce site or application to compare prices

• 5% have used an m-commerce site or program to look up product reviews.

* Internet Retailer January 16, 2009

opportunity rings

• Enhance consumer engagement

• Integrate all customer touchpoints

• Extend overall brand messaging

• Improve deliverability of on-demand content

• Elevate the entire experience

Start now so you can hook mobile consumers and evolve

your program as mobile technology evolves.

build a mobile web site

• Focus on providing relevant ‘in the moment’ information to support consumer purchase intent

• Site Search

• Store locator

• Product Information

• Ratings and Review information

• Customer Service Information

• Pull data from your existing online presences

build a mobile web siteBenefits:

• Low cost

• Audience accessing the information is extremely engaged

• Mobile audience is growing dramatically

Mobile VisitorsJun 08 - Jan 09

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build a mobile web siteOther Considerations:

• Include Mobile Video where appropriate – Mobile video watching increased 11% from Q2 2008 to Q3 2008 that equates to over 3.5 hours per month according to Nielsen1

• Aggregate information to help guide the user

• An estimated 85 percent of iPhone users browse the Web on their handset (M-Metrics)2

• Optimizing the experience does not mean sacrificing a good creative execution

1 Nielsen Report - A2/M2 Three Screen Report3rd Quarter 2008

2 Mobile Marketer – Jan 29, 2009

build a mobile web site

advertise in the mobile space

• Support overarching marketing initiatives

• Drive traffic to the mobile website

• Advertising opportunities include banner advertising and SMS ad insertions

Benefits:

• Mobile ad industry is not saturated

• Higher recall than other online marketing efforts

• Per page ad competition is extremely low

advertise in the mobile spaceOther Considerations:

• The CTA for the user has to have a higher perceived value versus traditional online ads

• On average consumers do not use up more than 50% of the 160 characters available for SMS, this means that space is available for advertising purposes1

• “Marketers need to consider thoughts as well as thumbs when it comes to mobile advertising” – Duncan Southgate, Director at Millward Brown2

• Branded ad awareness increased by more than 30%

• Future purchase consideration increased by 23% among users of the brand and 11% among non-users

1 http://www.tekelec.com/news-&-events/docs/Mobile_Advertising_20May2008_FINAL.pdf

2 http://www.contagiousmagazine.com/News%20Article.aspx?REF=631&IsArchive=false

advertise in the mobile space

Thank for your vote on Project Runway

For Nordstrom’s BP Fashion & exclusive content on your phone, click here:http://nordstrom.mobi

mobile couponing and sampling

• Provide consumers ‘in the moment access’ to trial opportunities – do not lose the sale because of a barrier

• Incentivize behavior at the proper moment

• Mobile coupon redemption rates today exceed print coupon redemption – on average 5%–6% versus paper’s 2%

• Consider Loyalty Card loading especially for CPG companies

Benefits:

• Can send regionally to test efficacy of program

• Excellent for reaching younger consumers and ethnic demographics, who use texting instead of email

have a plan for mobile apps• Mobile applications provide greater engagement and utility for the user

• iPhone and iTouch devices are getting the most attention, but RIM, Google, and Microsoft phones will be catching up quickly.

• Information is always available for the user

Benefits:

• Greater brand affinity with your consumers

• Features and functionality that is always on and on-demand

• Be able to answer the question from your boss

• Competition is limited but quickly gaining ground

• Integrate advertising and offers with the experience

have a plan for mobile apps

integrate across platforms

• Provide ‘Send to Phone’ functionality from your online experiences

• Allow people to opt-in to your CRM programs from the mobile experience – SMS or Mobile Web

• Add to your online wish list from your phone

Mobile=Life Hub

the future of mobile

Within the next 1.5 - 3 years we will see dramatic advances in how consumers use these devices to retrieve, share and create information and interactions.

the future of mobile

• The consumers’ behavioral changes will require a sea change with regards to how corporations/brands interact with them.

the future of mobile

• Mobile devices will become the de facto standard for the majority of digital interactions within 3-5 years. (They already are in many areas of the world.)

• All mobile phones will become (in essence) “smart” phones.

the future of mobile

• Netbooks/tablets become very popular.

• True “laptop” computer usage will decline.

• The traditional desktop computer will cease to exist (fuses with entertainment center).

Let’s see what’s on the cutting edge

Android G1

iPhone

Blackberry Storm

advanced device design

Palm Pre

Nokia Morph

Nokia 888

advanced device design

The New York Times ESPN

Nike

better browsing

Apple iTunes App Store

Android Market

Blackberry Application Storefront

OPEN platforms & app stores

branded experiences

Chanel

Ford

Pink

Audi

branded experiences

Nike

KraftThe North Face

Coca Cola

Loopt

OpenTable

Where

Yelp!

location awareness

Ecorio

location awareness

CitySense

Sonic Lighter

location awareness

Boxers vs Briefs

Obama vs McCain

Steelers vs Cardinals

mobile shopping/mcommerce

Walmart Cellfire

Target

Amazon Godiva

coding and taggingMicrosoft Tag

ShopSavvy Android App

Polo QR Code

Many ways to connect

augmented reality

iStylist

Wikitude AR Travel Guide (Android)

augmented reality

augmented reality

SekaiCamera (iPhone)

augmented reality

Translation

Decision Support

Wayfinding

Resource Interactive’s Mobile Capabilities

• Mobile Alerting

• Mobile Experiences

• M-Commerce including Couponing

• Send to (and From) Phone (SMS and MMS)

• Usability Testing for the iPhone

• Mobile Consulting

• iPhone, BlackBerry, and Android Application Development

Q&A

COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.

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