際際滷

際際滷Share a Scribd company logo
Mo bile Marke ting
12 June 2009




  To m Gray
  Co nte nt S trate g is t
Mo bile Marke ting
Why am I he re ?

Mo bile Wo rld Co ng re s s Feb 09

Co ntag io us Mo bile Apps S pe c ial Re po rt M 09
                                                ay

      Scott Seaborn, Head of Mobile Technologies, Ogilvy

      Dave Gwozdz, CEO, Mojiva

      Antony Douglas, Head of Content, O2

      Matthew Kershaw, Head of Digital, BBH

      Dan Rosen, Head of Mobile, AKQA

      Steve Vranakis, Creative Director, VCCP

      Peter Bryant, Senior Vice President, Icom
Mo bile Marke ting
Why no w ?

    The third s c re e n

    1 bn iPho ne app do wnlo ads

    Ubiquito us wire le s s bro adband

    Eas y fo r c o ns ume rs to do mo re than jus t talk and te xt

    Affo rdable s e rvic e s (c appe d data rate s )

    33% o f wo rldwide we b traffic in Fe bruary 2009                     No pre s e nc e o n
    But                                                                   mo bile de vic e s
       Only 5% o f mo bile o wne rs bro ws e the mo bile Inte rne t
                                                                           in 2009 o r 2010
                                                                           is e quivale nt to
       9% s e nd o r re c e ive e mail o n the ir pho ne
                                                                                no we b s ite
       We re s till imitating pre vio us te c hno lo g y
                                                                       c irc a 1999 o r 2000
Mo bile Marke ting




                                            PHOTO - Gre ys c ale

               S o what make s mo bile diffe re nt?
Mo bile Marke ting
Its Po rtable

    Offe r c o nte nt and func tio nality re le vant to
     e nviro nme nts o uts ide the ho me

    Cas e s tudie s

       Glas to nav
        c o nte nt, maps and c us to mis e d itine rarie s
        no ne e d fo r inte rne t c o nne c tio n

         Guinne s s Pas s po rt to Gre atne s s
         http ://www .yo utube .c o m /watc h ? v= jo Z3 c e vUztg
Mo bile Marke ting
Its Co nte xtual

    The be s t apps are c o nte xtually re le vant  iPint, o vi maps

    Co nte nt and func tio nality s ho uld be re le vant to the e nviro nme nt

    Cas e s tudy

        Lynx Effe c t - Cre ating a s hare d e xpe rie nc e

         Turning yo ur mo bile pho ne into a pulling mac hine 

         http ://www .yo utube .c o m /watc h ? v = Kb 4 aD2 BVqYQ
Mo bile Marke ting
It has built-in pe riphe rals

    The wo rld s larg e s t manufac ture r o f c ame ras and
     radio s ?

    S pe ake r, mic ro pho ne , g ps , ac c e le ro me te r, he art
     mo nito r  what c an we us e the m fo r?

    No t jus t abo ut c o mmunic ating , no w its abo ut c re ating ,
     re c o rding and me as uring

    Cas e S tudie s

       Wimble do n 2009 Aug me nte d re ality
       http ://www .yo utube .c o m /watc h ? v =7 VZo Dmqc Z34

        kia S po rts trac ke r  us ing the pho ne s
        No
       me as ure me nt to o ls as a c o nte nt c re atio n to o ls
       http ://s po rts trac ke r.no kia .c o m

       Lynx S ay Che e s e  http ://
       www .lynxe ffe c t.c o m /#/to o ls /mo bile _ s ay _ c he e s e .as px
Mo bile Marke ting
Its s mall

    Unintrus ive , s urre ptitio us

    Can be s hare d

    But: Us ability implic atio ns

    Cas e s tudy

       Fanta S te alth S o und S ys te m (Og ilvy )  Exc lus ive , hig hly targ e tte d

       http ://www .yo utube .c o m /watc h ? v= o -ID2 OQzvUk
Mo bile Marke ting
What s hall we make ?

    S ave time o r kill time ?

    Ho w brands c an c o nne c t us ing mo bile

    Fun : e as ie r to de ve lo p , but lac k lo ng e vity

    Us e ful: re quire s mo re R&D but c an e xte nd the re latio ns hip

    Ho w c an mo bile enhance a c ampaig n ?

    Do n t fo rg e t s ms !
Mo bile Marke ting
Who fo r?

    I want to build an ipho ne app

    98% o f c re ative dire c to rs have an ipho ne , 2% o f the g e ne ral public

    ipho ne , java o r mo bi

    iPho ne  1 bn do wnlo ads
    Ge tjar  400 m do wnlo ads , 1414 s uppo rte d de vic e s
    mo bi  is s ue o f c o nne c tivity and data rate s

    S ize o f marke t vs us e r e xpe rie nc e
Mo bile Marke ting
Who fo r?




                     PHOTO - Gre ys c ale
Mo bile Marke ting
Kno w yo ur marke t




Unde rs tanding The Co nne c te d
Co ns ume r
Mo bile Marke ting
Kno w yo ur marke t


          Wo rldwide S martpho ne S ale s to End Us e rs by Ve ndo r (tho us ands o f units ) /

          20000
          18000
          16000
          14000
          12000                                                            No kia
          10000                                                            RIM
           8000                                                            Apple
           6000
           4000
           2000
              0
                      Q4        Q1        Q2        Q3        Q4
                     2007      2008      2008      2008      2008
Mo bile Marke ting
Kno w yo ur marke t
Mo bile Marke ting
Ho w do we g ive it away ?

    S till ne e ds to be part o f ano the r c ampaig n

    Gas to nav o n be e rmug s

    Fanta o n c ans

    Guinne s s - e mail blas ts , we bs ite , c o mpe titio n ,
     s ho rt c o de at the e ve nt.

    Blue to o th brand ambas s ado rs

    Us e multiple s ho rtc o de s to e nhanc e me as ure me nt

More Related Content

Mobile marketing - why, what and for whom?

  • 1. Mo bile Marke ting 12 June 2009 To m Gray Co nte nt S trate g is t
  • 2. Mo bile Marke ting Why am I he re ? Mo bile Wo rld Co ng re s s Feb 09 Co ntag io us Mo bile Apps S pe c ial Re po rt M 09 ay Scott Seaborn, Head of Mobile Technologies, Ogilvy Dave Gwozdz, CEO, Mojiva Antony Douglas, Head of Content, O2 Matthew Kershaw, Head of Digital, BBH Dan Rosen, Head of Mobile, AKQA Steve Vranakis, Creative Director, VCCP Peter Bryant, Senior Vice President, Icom
  • 3. Mo bile Marke ting Why no w ? The third s c re e n 1 bn iPho ne app do wnlo ads Ubiquito us wire le s s bro adband Eas y fo r c o ns ume rs to do mo re than jus t talk and te xt Affo rdable s e rvic e s (c appe d data rate s ) 33% o f wo rldwide we b traffic in Fe bruary 2009 No pre s e nc e o n But mo bile de vic e s Only 5% o f mo bile o wne rs bro ws e the mo bile Inte rne t in 2009 o r 2010 is e quivale nt to 9% s e nd o r re c e ive e mail o n the ir pho ne no we b s ite We re s till imitating pre vio us te c hno lo g y c irc a 1999 o r 2000
  • 4. Mo bile Marke ting PHOTO - Gre ys c ale S o what make s mo bile diffe re nt?
  • 5. Mo bile Marke ting Its Po rtable Offe r c o nte nt and func tio nality re le vant to e nviro nme nts o uts ide the ho me Cas e s tudie s Glas to nav c o nte nt, maps and c us to mis e d itine rarie s no ne e d fo r inte rne t c o nne c tio n Guinne s s Pas s po rt to Gre atne s s http ://www .yo utube .c o m /watc h ? v= jo Z3 c e vUztg
  • 6. Mo bile Marke ting Its Co nte xtual The be s t apps are c o nte xtually re le vant iPint, o vi maps Co nte nt and func tio nality s ho uld be re le vant to the e nviro nme nt Cas e s tudy Lynx Effe c t - Cre ating a s hare d e xpe rie nc e Turning yo ur mo bile pho ne into a pulling mac hine http ://www .yo utube .c o m /watc h ? v = Kb 4 aD2 BVqYQ
  • 7. Mo bile Marke ting It has built-in pe riphe rals The wo rld s larg e s t manufac ture r o f c ame ras and radio s ? S pe ake r, mic ro pho ne , g ps , ac c e le ro me te r, he art mo nito r what c an we us e the m fo r? No t jus t abo ut c o mmunic ating , no w its abo ut c re ating , re c o rding and me as uring Cas e S tudie s Wimble do n 2009 Aug me nte d re ality http ://www .yo utube .c o m /watc h ? v =7 VZo Dmqc Z34 kia S po rts trac ke r us ing the pho ne s No me as ure me nt to o ls as a c o nte nt c re atio n to o ls http ://s po rts trac ke r.no kia .c o m Lynx S ay Che e s e http :// www .lynxe ffe c t.c o m /#/to o ls /mo bile _ s ay _ c he e s e .as px
  • 8. Mo bile Marke ting Its s mall Unintrus ive , s urre ptitio us Can be s hare d But: Us ability implic atio ns Cas e s tudy Fanta S te alth S o und S ys te m (Og ilvy ) Exc lus ive , hig hly targ e tte d http ://www .yo utube .c o m /watc h ? v= o -ID2 OQzvUk
  • 9. Mo bile Marke ting What s hall we make ? S ave time o r kill time ? Ho w brands c an c o nne c t us ing mo bile Fun : e as ie r to de ve lo p , but lac k lo ng e vity Us e ful: re quire s mo re R&D but c an e xte nd the re latio ns hip Ho w c an mo bile enhance a c ampaig n ? Do n t fo rg e t s ms !
  • 10. Mo bile Marke ting Who fo r? I want to build an ipho ne app 98% o f c re ative dire c to rs have an ipho ne , 2% o f the g e ne ral public ipho ne , java o r mo bi iPho ne 1 bn do wnlo ads Ge tjar 400 m do wnlo ads , 1414 s uppo rte d de vic e s mo bi is s ue o f c o nne c tivity and data rate s S ize o f marke t vs us e r e xpe rie nc e
  • 11. Mo bile Marke ting Who fo r? PHOTO - Gre ys c ale
  • 12. Mo bile Marke ting Kno w yo ur marke t Unde rs tanding The Co nne c te d Co ns ume r
  • 13. Mo bile Marke ting Kno w yo ur marke t Wo rldwide S martpho ne S ale s to End Us e rs by Ve ndo r (tho us ands o f units ) / 20000 18000 16000 14000 12000 No kia 10000 RIM 8000 Apple 6000 4000 2000 0 Q4 Q1 Q2 Q3 Q4 2007 2008 2008 2008 2008
  • 14. Mo bile Marke ting Kno w yo ur marke t
  • 15. Mo bile Marke ting Ho w do we g ive it away ? S till ne e ds to be part o f ano the r c ampaig n Gas to nav o n be e rmug s Fanta o n c ans Guinne s s - e mail blas ts , we bs ite , c o mpe titio n , s ho rt c o de at the e ve nt. Blue to o th brand ambas s ado rs Us e multiple s ho rtc o de s to e nhanc e me as ure me nt