Hugh Jedwill, CEO of Mobile Anthem and Ross Alumnus, talks about new consumer behaviors created by the ubiquitous mobile device. Their readiness to engage brands through this new marketing channel is the biggest opportunity of the decade.

1. Mobile: A New Behavior
Ross Boston Alumni Association

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Overview
Intro
Did You Know?
The Challenge
Mobile Background
Anthem Insights
Case Studies
Mocial
Conclusion

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Background: Did You Know?
That was in Sep.’09.
As of April, it’s now
3,000!

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Background: Presenter - Building Brands
22

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About Us
Mobile Anthem
• Creative agency connecting brands to their mobile consumers.
• POD: Measurement. Tie brand objectives and metrics to the
emerging Mobile Marketing industry.
• POD: Consumer first. Brand second. Mobile third.
• Our mobile tech capabilities includes:
• Mobile strategy • Mobile coupons
• CRM • Mobile Websites
• SMS (Text) alerts/interactions • Mobile ad placement
• MMS videos/engagements • Ringtones, Wallpapers
• Mobile phone accessories • Location Based Services
(skins, mirrors, phone dangles) • Mobile<-->Web data

6. The Challenge

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Lots of Mobile Banners

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Lots of Apps
300,000 iPhone Apps
100,000 Google Apps
10,000 RIM
1,000 Windows

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The Three Blind Men & The Elephant

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Why Mobile Isn’t Strategic Yet
Apps with no purpose
Enough mobile banners
What else can be done with $1M?
Strategy vs. Shiny Object
Measurement

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Divine
Exception

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Mobile Background

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Background: Mass Market Moments
1973 - Martin Cooper’s 1st mobile call - US
1979 - First cellular phone network - Japan
+14 yrs, 1987 - Gordon Gecko - US
1993 - First SMS data services - Finland*
+9 yrs, 2002 - American Idol - US
1999 - First mobile internet - Japan
+8 yrs, 2007 - First iPhone - US
2005 - E911 Mandate - US
+5 yrs, 2010 - Foursquare
“greed is good”

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What is Mobile?
Is it size?
Features?
Activities?

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Mobile Background
Mobile Marketing is any outreach to
consumers that engages them through
their mobile phone
• iPhone Apps to mCommerce to Burberry
cases
• Its own marketing channel
• Extends the reach of other marketing channels
• Mostly Permission-based
Confusion in early stages
• Marketing Medium like TV, Internet
• More than just a website or app
• Like the Internet 15 years ago

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Mobile Background: Permission
Mobile Marketing requires a consumer OPTS-IN. Only those
interested in your brand or offer respond.
• Consumers already at Consideration
• Builds trust and loyalty
• Drives/influence purchase
Thanks for becoming an adidas
Chicago VIP. Look out for your
chance to win $1000 and events
at the Water Tower Place
Performance Store. Rply END to
stop mgs

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Mobile Background - Internet 2010

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Mobile Background - Internet 1996

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Size of the Market
Global Sales of Technology (in billions units) - 2008
0 0.3 0.5 0.8 1.0
Mobile Phones
Computers
TV’s
iPods
Game Consoles
* TomiAhonen Almanac 2010

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Size of the Market - Global
Human population
4.0 Mobile phone subs
Internet users
Landline phones
3.0 TV sets
Banking accounts
2.0
1.0
Emerging
0 Industrialized
* TomiAhonen Almanac 2010

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Size of the Market - Global
Human population
4.0 Mobile phone subs
Internet users
Landline phones
3.0 TV sets
Banking accounts
2.0
1.0
Emerging
0 Industrialized
* TomiAhonen Almanac 2010

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The Promise:
The Right Message to the Right Person
“half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half”
- John Wanamaker
Mobile allows you to deliver the
right message to the right
person

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TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-
Events
pack

24. Text ANTHEM to 41411
@mobilebranding
Mobile Behaviors
85 % of Americans have a cell phone
93% of 18-29 yr olds
83% of 17 yr olds
73% of 13 yr olds
58% of 12 yrs olds
And at least one 3 yr old

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@mobilebranding
Why Behaviors?
Knowing THAT people do something
Knowing HOW people do something
Knowing WHY people do something

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WHAT Consumers Are Doing
Mobile Content Usage
70%
FMA ‘10 Avg
60%
MJJ ‘10 Avg
50%
40%
30%
20%
10% Music
Social
Games
0% Apps
mWeb
Text
3 Month Avg. Ending Jul. 2010 vs. 3 Month Avg. Ending Apr. 2010, Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens

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@mobilebranding
“Mobile” Behaviors
__% of Britains sleep with their phone1
What Time is it?
What’s in Your Purse/Pocket?
30 minutes vs 30 seconds2
Motivated-by-Mobility vs. Ok-with-Stationary3
1. BBDO study of global mobile phone use, 2005
2. Tomi Ahonen, Almanac 2010
3. Pew Internet & American Life Project, “The Mobile Difference - Tech User Types“ March 2009

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What Time is it?
73%
Nokia Global Survey, 2006

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What’s in Your Purse?

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What’s in Your Pockets?

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Dead Battery Anxiety

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HOW: 30 Minutes vs. 30 Seconds
Planned vs. Unplanned
Sitting Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate Multi-task
Email SMS
PC/Laptop Cellphone
1. Tomi Ahonen, Almanac 2010

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@mobilebranding
WHY Do Consumers Want Mobile Mktg?
Theory of Reasoned Action
0.5
0.4
0.3
0.1
0
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK
AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028

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@mobilebranding
Motivated by Mobility: 39%
Positive attitude...
8
and improving 8
Hard to give up mobile...
and getting harder to 7
9
Segmentation:
Digital Collaborators 8% 7
Ambivalent Networkers 7%
Media Movers 7%
Roving Nodes 9%
Digital Collab
Mobile Newbies 8% Ambiv Networkers
Media Movers
Roving Nodes
Mobile Newbies
1. Pew Internet & American Life Project, The Mobile Difference, March 2009

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@mobilebranding
Motivated by Mobility

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Behaviors are not always good...

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A Lot of “Really” Moments

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OK with Stationary: 61%
No mobile pull 13
Technology plateau 14
Segmentation:
Desktop Veterans 13%
Drifting Surfers 14% 10 14
Information Encumbered 10%
Tech Indifferent 10% 10
Off the Network 14%
Desktop Veterans
Drifting Surfers
Info Encumbered
Tech Indiff
Off Network
1. Pew Internet & American Life Project, The Mobile Difference, March 2009

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OK with Stationary

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Case Studies
Complete IMC OOH Multi-Channel Experiential
IVR WOM 2D Codes Games-Dealerships
Movies
Causes Print-Mobile-Store
AugReality

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Conclusions
Unique benefits for your brand clients
• Anyone, Anywhere, Anytime, Always-on
• Personal: The phone is an extension of the person
• Big! Just ads: $0.9B in 2007 to $6.5B in 2012*
Differentiates the brand/business
• Access: be in the consumer’s pocket 24/7
• Immediacy: activate when your brand is Top-of-Mind
• It’s the elephant in the room
* eMarketer, 2008

42. THANK YOU!
Hugh Park Jedwill
CEO/Founder
Text “anthem” to 41411
for business card
312.912.2837 (m)
@mobilebranding