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MOBILE

Sam WalmsleyBluelight: DigiPharm pre-workshop


‘IF YOU DON’T HAVE A MOBILE STRATEGY, YOU DON’T HAVE A FUTURE STRATEGY’ IAN CARRINGTON, GOOGLE

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MOBILE – THE NEXT BIG THING?Its already very much upon us, the question for every brand and company is, are you ready?

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Consumers now expect moreI want what I want, when I want it, where I want itI want content independent of location, platform, time or nature of requestI want no restrictions, and I want it portableI want seamless multichannel experiences


Orange Unrestricted

gamespersonal media

email

web - sports, news & weather

web - generalweb - entertainment

web - travel info

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work

media diary: based on ALL usage of mobile media and entertainment across the seven days

Different usage habits by location


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web - travel info

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downloading

music/radio

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work public transport




Orange Unrestricted

gamespersonal media

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web - travel info

bluetooth

downloading

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work public transport car




Orange Unrestricted

gamespersonal media

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web - travel info

bluetooth

downloading

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work public transport car home



social / technology / compliance / websites / mobile / white papers / 9

Smartphones forecasted to over take PC shipments in 2012

Business Insider Nov 2010

Web-enabled smartphones now make up 20% of the 3 billion mobile devices worldwide (50% over the next 3-5 years) comScore, Sept 2010

Approximately 0.8% of all domains are likely to have mobile-friendly content.

dotMobi, April 2009


Smartphone ownership for HCPs

Doctors General Population

Own a phone 99% 89%

Own smartphone 81% 27%

5%15%25%35%45%55%65%75%85%95%

99%

89%81%

27%HCP stats: D4, General Population stats OfCom 2011


Healthcare Professionals: UK (D4)

iPhone46%

Nokia17%

SonyEcrisson10%

Blackberry 8%

HTC7%

Samsung6%

LG 3%

Other 3% Mobile phone ownership by doctors is

almost universal81% own a SmartphoneiPhone most popular (46%)87% of doctors carry and use their mobile at workPrimary use is communication with colleagues (phone, text and emails)59% use their device for accessing content30% run software or apps related to work


Mobile web is for everyone….Are we getting it right?


Some giants are adapting well to mobile


In Healthcare – Boehringer Ingelheim


In Healthcare – Pfizer


Pharma using Flash – not compatible with mobile devices


Does it matter?Just 12% claim that they don’t findanything irritating about their mobilebrowsing experience25% of consumers say they would

never visit a site again if they had anegative experience on their mobile

Smartphone ownership by healthcare professionals (81% D4) is much higher than general population (24% Ofcom)

Source: 2010 YouGov/Brandbank report

HCPs are using their devices more for searching for content than using apps on their devices


Another challenge for pharmaMobile & SEO best practice have similar needs⁄ Reducing download times of site, optimise images⁄ Improving or using quality technical coding⁄ Reducing use of Flash⁄ Clear descriptions on meta tags, title tags, h1 tags etc

This approach, improves the ability for people to find your content through search enginesOptimising for search, will mean a simple mobile strategy can be put into place for your customers


Are you going to mobilise your website or create something new?


Metrics are key to mobile journeyMost popular mobile devices for accessing NHS information via the internet were:⁄ iPhone - 61%⁄ iPod Touch - 17%

Traffic to NHS Direct from mobile devices increased from 3,000 to 155,000 users a month in the last year, so developed a mobile optimised contentNHS Direct app – symptoms checker to launch June 2011

Quit smoking app launched in 2010, along with alcohol units app


AN IPHONE STRATEGY IS NOT A MOBILE STRATEGY, IT IS AN IPHONE APP

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As in industry we are investing in apps


Browsers are more popular than apps7 out of 10 European mobile media users choose to find information and content via a browser rather than apps 59% of mobile media users who search the Internet via browser do it at home 70% of mobile media users who search the Internet via browser do it on the moveSource: Orange 2010


Most successful branded free appOnly 20% of branded apps reach 1,000 downloads (Deloitte 2011)Only 1% reach 1 million (Deloitte 2011)

The most successful branded app is from a regulated industry

⁄ Barclaycard: Waterslide Extreme game⁄ Downloaded 12 million times⁄ Average 2.5 mins x 4 sessions per user⁄ 120 million mins of brand engagement⁄ Most popular app across 57 countries


Implementation: Mobile Journey

Measurement

Promotion


Considerations


INTEGRATINGDIGITAL MOBILE


Ignore Technology HypeAcronym overload: Following 3G, WiMAX, and DVB -H, it is now time for LTE, NFC, and mobile AR to take center stageDisruptive technologies, will take years to become mainstreamEmbracing mobile does not mean jumping on app bandwagon⁄ Customers will ignore apps after they download if provides no

value⁄ Think about how mobile can deliver clear consumer benefits via

a convenient user experience and integrate into your other channels


How many of you have a mobile strategy?

The majority of companies either do not have a mobile strategy or are only just starting to build oneMUST integrate mobile as part of their overall corporate strategy as a matter of some urgencyCreate a roadmap for 12 – 18 monthsFour core mobile disciplines:

⁄ strategy and vision; ⁄ organization and implementation; ⁄ measurement and metrics;⁄ Only then focusing on technology


QuestionsSam [email protected] @sammielw

mailto:[email protected]

Download - Bluelight Mobile DigiPharm presentation

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