Why mobile is the next big thing in interactive marketing + study on mobile readiness of 35 major Belgian companies. Presentation by Thomas De Vos (Emakina/Mobile)

1. Mobile Marketing
28th November / Brussels / Flagey

2. Introduction:
The 2009 Mobile Scene
Thomas De Vos
New Media Expert
The Reference / Emakina

3. The 2009 Mobile Scene
Welcome to the new digital ecosystem
• The media landscape is more fragmented than ever
before
• Explosion of channels (web, blogs, RSS, instant
messaging…)
• Boom of connected devices
• The consumer is now always-on, immersed in a digital
pool growing every day
• Mobile is at the heart of this new thriving ecosystem

4. The 2009 Mobile Scene
Always connected
• The desktop is no longer the default access to the
Internet
• The consumer expects your content to be available
anywhere, anytime
• This need for information must be satisfied instantly
• And this same need induces a totally new surfing
behaviour

5. The 2009 Mobile Scene
DESKTOP
WEBSITE
MOBILE
WEBSITE
Bed surfing Wake up / Lunch surfing TV surfing Bed surfing
Traffic jam surfing

6. The 2009 Mobile Scene
Loyal audience
• According to our own reports, a growing number of
users check mobile websites each day

7. The 2009 Mobile Scene
Loyal audience
• And they are coming back many times

8. The 2009 Mobile Scene
Hey, wait…
• Every year in January, Cassandra proudly says : « 200X will be
the year of mobile »
• Why should I believe mobile Internet is really in the air this
time?
• After all, remember the ill-fated WAP (« WAP is crap ») and
other immature mobile technologies
• Well, let’s have a closer look at what’s going on today…

9. The 2009 Mobile Scene
We need 3 ingredients to make mobile a success
Technology Cost Need
It must work It must be It must be
fast, stable affordable useful

10. The 2009 Mobile Scene
Quick evolution of devices
• Slow processors  fast processors
• Tiny screens  big screens
• 10 days of battery life  … 1 day ;-)
• The user experience is getting better an better

11. Praise the iPhone!

12. The 2009 Mobile Scene
iPhone drives the new mobile innovation
• The iPhone is a game changer – it brings user interface to the
next level and heralds the future of mobile industry
• Number of searches on Google from iPhones surpassed those
from all other phones at Christmas 2007
• German iPhone users consume 30 times more data
• Google sees 50 times the number of searches using the iPhone
than any other mobile device
Source: mindshare 2008

13. The 2009 Mobile Scene

14. The 2009 Mobile Scene
iPhone sales are going strong
• 10 million iPhones will be sold this year
• The iPhone has been released in 51 countries
• 6.9 million in Q4 alone
• 5.500 available iPhone applications which were sold 200 million
times till 22 october 2008
• Everybody wants to create an iPhone killer (HTC Touch,
Gphone, Samsung Omnia,… )

15. The 2009 Mobile Scene
Mobile browsing is now a true multimedia experience
• WAP  iMode  HTML
• Key  cursor  multi touch screen
• No layout  pictures  full colour graphics
• Video, games, music… are now also possible on mobile

16. The 2009 Mobile Scene
The need for speed
• Mobile broadband now rivals desktop broadband
• Internet in your pocket is now a reality - call it UMTS, HSDPA,
3G, WiFi or whatever
You are here 
7,2 Mbit

17. The 2009 Mobile Scene
Mobile Internet is no longer a geek stuff
• Mobile Internet is becoming mainstream
• As the mobile penetration is now higher than 100% in Belgium,
the potential audience for mobile services is HUGE… and
eager for specific mobile apps and services
You are here 

18. The 2009 Mobile Scene
Consumers are turning to mobile. Where are you?
• A lot of much used desktop web services are available on
mobile already
• People are expecting this from your company too!
• It’s just as in the early internet days
 People will expect that you are on mobile
• Mobile is the next battlefield for Internet giants

19. The 2009 Mobile Scene
Mobile WEB Application

20. The 2009 Mobile Scene
Mobile WEB Application

21. The 2009 Mobile Scene
Mobile WEB Application

22. The 2009 Mobile Scene
Mobile WEB Application

23. The 2009 Mobile Scene
“OK, cool. But what’s in it
for me as a marketeer?”

24. The 2009 Mobile Scene
The marketing opportunity
• Mobile is the fastest and cheapest way to reach the largest
number of people
• Direct relationship/communication (2-way street)
• Customer is always reachable
• Direct response and engagement
• Sponsored content and advertising possibilities
• Unique place for brand building

25. The 2009 Mobile Scene
Case 1 : VW EscapeTV
• Launched in 2006 as the first branded entertainment show for
alternative devices: mobile phone, iPod, PlayStation portable…
• Build your own TV show « à la carte » : movie, music, extreme
sports, celebrities, events…
• 20.000 visitors/month, award-winning project that helped
Volkswagen raise its market share in the 18-28 segment
• Now aired on MCM Belgique and TMF

26. The 2009 Mobile Scene

27. The 2009 Mobile Scene
Case 2 : Chanel

28. Chanel application

29. The 2009 Mobile Scene
Case 3 : Audi A4 Game

30. Audi A4 game

31. The 2009 Mobile Scene
Case 4 : Bloomberg

32. Bloomberg

33. The 2009 Mobile Scene
Conclusions
• A real brand experience on mobile is now possible
• No more technical burdens
 Strong growth of the mobile internet market
• Consumers are embracing mobile and want dedicated content
• Specific mobile services and applications are entering the
market and raising the level of expectation from consumers
• Mobile is now a mainstream medium for advertisers
• And it’s only the beginning…

34. Study:
Mobile Readiness of 35 Belgian
companies
Thomas De Vos
New Media Expert
The Reference / Emakina

35. Mobile Readiness of 35 leading companies
What kind of test?
• Today smart phones are shipped with a browser to
display normal desktop websites.

36. Mobile Readiness of 35 leading companies
How well is your desktop website ready for mobile use
displayed?
• Test of 40 specific mobile criteria on the desktop
websites
• Including the W3C MobileOK validation standard
• Extended with some specific test metrics on the devices

37. Test Metrics
Weight: 25.0
• No frames: Do not use frames.
Weight: 20.0
• Page size limit: Ensure that the overall size of page is appropriate to the memory limitations of the device.
Weight: 10.0
• Large graphics: Images should not be larger than the screen resolution.
• Scrolling: Ensure that no scrolling (vertically and horizontally) is needed.
• Tables nested: Do not use nested tables.
• Pop ups: Do not cause pop-ups or other windows to appear and do not change the current window without informing
the user.
• Background image: Test if an image is used as background. (Images should not be used as background.)
• Image maps: Do not use image maps unless you know the device supports them effectively.
• Graphics for spacing: Do not use graphics for spacing.
Weight: 8.0
• Minimize: Use terse, efficient markup.
• Simple color contrast: Sufficient color contrast should exists between fore- and backgroundcolors.
• Valid markup: Use valid markup.
• Tables layout: Do not use tables for layout.
• Non text alternatives: Provide a text equivalent for every non-text element.
Weight: 6.0
• Page size usable: Divide pages into usable but limited size portions.
• Font: Do not rely on support of font related styling.

38. Test Metrics
Weight: 5.0
• Tab order: Create a logical order through links, form controls and objects.
• Tables alternatives: Where possible, use an alternative to tabular presentation.
• Useful Space: Calculates useful space vs white space
• Auto refresh: Do not create periodically auto-refreshing pages, unless you have informed the user and provided a
means of stopping it.
• Redirection: Do not use markup to redirect pages automatically. Instead, configure the server to perform redirects by
means of HTTP 3xx codes.
• Style sheets use: Use style sheets to control layout and presentation, unless the device is known not to support them.
• Content format support: Send content in a format that is known to be supported by the device
Weight: 4.0
• Cookies: The use of cookies should be avoided in general and they should only be used if a browsers support them.
• External resources: Keep the number of externally linked resources to a minimum.
• Caching: Provide caching information in HTTP responses.
• Objects or script: Do not rely on embedded objects or script.
Weight: 3.0
• Accept encoding: If a client specifies that it supports compression (eg. quot;Accept-Encoding: gzipquot;), a webserver should
take advantage of this and in fact compress its reply (quot;Content-Encoding: gzipquot;).
• Measures: Do not use pixel measures and do not use absolute units in markup language attribute values and style
sheet property values.
• Style sheets support: Organize documents so that if necessary they may be read without style sheets.
• Images specify size: Specify the size of images in markup, if they have an intrinsic size.
• Provide defaults: Provide pre-selected default values where possible.
• Character encoding support: Ensure that content is encoded using a character encoding that is known to be
supported by the device.
• Link target format: Note the target file format unless you know the device supports it.

39. Sinyate test mechanism
register http://www.google.be
screenshot
message
takescreenshot;http://www.google.be;0;2;3
DOM-Tree HTTP-REQUEST
HTTP-RESPONSE
Proxy
Server HTTP-REQUEST Internet
HTTP-RESPONSE

40. Reports
What our report contains
 For each test
 Screenshots of rendering
 40+ usability metrics: score + comment
 Average scores of websites, devices, transcoders,
and browsers)
 Competitive compare
 Compare transcoders, websites, devices and browsers
 Charts
 In HTML and PDF format

42. Companies reviewed
AGFA-GEVAERT BEKAERT COLRUYT
DELHAIZE GROUP FORTIS GBL GDF SUEZ
INBEV(EX.INTERBREW) THE REFERENCE
NAT PORTEFEUILLE OMEGA PHARMA
UMICORE (D) ELECTROLUX ELECTRABEL
GM ICI PARIS JETAIR VOORUIT ROULARTA
EMAKINA MEDIA GROUP RTBF SBS
BELGIUM/VT4 SPOTTER NV SWIFT THOMAS
COOK TOYOTA BELGIUM BEKAERT KMI
NIEUWS.BE MONSTER VRT DE1212 TVH
UNILEVER DIETEREN

43. Conclusions: Mobile readiness
Average: 54% - Lowest:16% - Highest: 85%

44. Conclusions: Segments
< 60%: almost not usable - 61-70%: site is usable with limitations - >71%: site is usable
< 60%: 23 sites (66%) - 61-70%: 7 sites (20%) - >71%: 5 sites (14%)

45. Some stats concerning top criteria usage
• Critical – (i)frames: 40% is using them
• Page size limit – 86% of the pages is larger then 20KB
• Large graphics – 29% is displaying them
• Tables – 66% is still using tables for layouting
• Colour contrast – 11% will not be readable in direct sunlight
• Useful space – 14% is using too much white space where there
could be information
• Load time – 18% needed more then 8 seconds (wifi speed)
• …
• 0% is detecting the device
• 0% had valid html
• 3% uses auto refresh

46. Conclusions
And more concretely…
• 54% is the average mobile readiness score
• You need at least 70% for a good experience
• 66% is not usable at all
• 20% is usable but with major limitations
• 14% can be used
• Only technical test, not content relevance test
• You can tweak your desktop website but more interesting is to
create a mobile version of it
• ADAPT your content specific for mobile use

47. Thank you!
Any question?
47