rapp - dma scotland mobile event
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Russell Marsh
Group Strategy Director at RAPP
Global Head of Mobile
Smartphones are now the main
computing platform
2x those of PCs in 2012
Galaxy SIII Display - 720x1280 pixels
Memory - 64 Giga Bytes
Connection - WiFi / 3G / 2G / Blue Tooth / NFC / USB
Processor - Quad Core 1.4 Ghz
Device Search Web Apps Display Video Emails Social Voice
PC
Tablet
Mobile Phone
TV
The device difference is context
Understand the Context
Its a is a platform with multiple uses
A couple of things that makes something mobile
1. Its small enough to carry with me anywhere
2. It can connect to a network
The ability to connect while with me is what makes “Mobile” special
Its all about immediacy
There are 5.9 billion active mobile
subscriptions in the world
(There are about 7 billion people)
Source: ITU Informa WCIS December 2012
The Mobile Economy 2013-2017
is expected to contribute
10.5 Trillion to the global GDP
“41 billion dollars have been
moved through the CFO 2click app”.
A device set up for CFOs to manage their
business and do one click money transfers
Naveed Sultan
Global Head of Treasury and
Trade – Citi Bank
“Mobile NFC will be launched
in 5 markets before
the summer 2013”
The beginning of M-Commerce
Vittorio Colao
Global CEO - Vodafone
“$40 million a month in mobile
revenue
30% of our web activity is via
mobile
We are expecting mobile web revenue will
overtake our traditional web in the next few
years”
Michael Menis
IHG head of mobile
“Average mobile broadband usage
2012
1.7 gig per month per person
An increase of 160x
70% year on year growth
of mobile data traffic”
Rene Obermann
CEO - Deutsche Telekom
“4G LTE networks will be built into
millions of our cars starting 2013
across Europe and the USA”
Steve Girsky
Vice Chairman – General Motors
There are 7 billion people
in the world
Source - United Nations Data November 2012
Only 2 Billion Are connected to the internet
at the moment!
Source - United Nations Data November 2012
“Its taken 22 years for the first 2
billion people to get there
The next 2 billion will bypass fixed
lines and connect straight to 4G in
the next 5 years”
Michael Menis
IHG head of mobile
There will be over 10 billion
mobile-connected
devices by 2017
generating 13 times more data
Source – Cisco VNI Mobile Forecast 2013
We are here
PC
Tablet
Mobile
IPTV
What are some of our clients doing?
• How do we support mum
• Build a closer relationship to the brand
• Justify our premium pricing
Mums can search by an address or
postcode, or click their current location.
They can choose to search for areas
suitable for:
• Changing,
• Playing or
• Feeding
The results can be displayed in 3 different views:
• Street view (augmented reality)
• Map view
• List view
When you click on a place it
brings up a detailed view, which
shows the name of the place,
address and phone number.
You can also select a place as a
„favourite‟ by clicking on the
heart in the top right hand
corner. This means it will
appear on your favourites page.
You also have the options to:
• Add your own location
• Share the location via
Facebook, Twitter and
SMS.
• Add a personal review for
other Mums to see.
Acton Library
“Good children's library, play room and free story-telling
sessions.”
Heaven Nutfield
“There's a playroom, coffee shop and pampering rooms.
Great place to go with friends and children.“
John Lewis
“These facilities are fantastic! Great area for feeding, lots
of spaces for baby change and very clean compared to
other changing facilities in Bluewater: - ).”
Brand engagement
Provides mums with the ability to look up
safe places to
• Feed
• Play
• Change
Website email
DM Mobile
Window
decal
Leaflet
dispenser
• Dynamic targeting algorithm selects content layouts and offers
• Mobile location based offers based on individual profile
Assets
Mobile
Web
Digital Print
A connected user experience
irrespective of channel
Connecting objects and content to technology • Provides additional interaction moments
• Greater engagement
• Personalised information
• Ties together online and offline media
• The ability to pay via your mobile phone
• Posters
• Direct Mail
• Physical Objects
• Offers on products in-store
• …
We have to get trial and people talking about it.
Built on RAPP‟s proprietary Mobile platform - Not an APP
Launched via
- SMS
- Geographically targeted Facebook messages
- O2 Ring Fence around Revolution Bars in London
Targeting - 150,000 18 – 24 year old males
Launch of a new product - How do you encourage men to try
a new drink they would not normally think to order?
Social and Brand Targeting Age Gate and CRM data Capture
The voucher was designed to encourage immediacy by activating a countdown
mechanic.
This showed the time left to redeem using gaming mechanics to encourage take up.
Location Based Look Up
• Real time proximity
• Real time location look up
• Geo-Targeted push and in-bar pull
• Time based expiration on voucher – immediacy
Native Apps + Web Back End
Field Notes is a tool we use to do primary user research to
understand consumer behaviour right where it happens.
• Video Capture
• Photographs
• Text
All time and location stamped.
RAPP have their own panel in the UK that we use to understand
consumer behavior
What does the future hold?
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Link to You Tube
Call Us or We Call You
Location Detection Link in to Google Maps
RAPP Info 64546
Try it
Text
This to This
1. Mobile is uniquely “yours” so the
experience should be about you
2. Think about the connected journey not the
channel
3. Location is a key component to mobile so
build in that value
