1. ABCs of Mobile
Technology

2. Jim Wolfe, Moderator
Co-Founder and CEO, J Street Consulting
Monica Gursky
Interactive Art Director, I-SITE
Doug Bellenger
COO, PhindMe
Det Ansinn
Chief Gaming Officer, Mobile Tag Company and 1337pwn.com
Gary Ackerman
President and Co-Founder, M3Mobile

3. Monica Gursky
Interactive Art Director
I-SITE

4. Doug Bellenger
COO
PhindMe

5. GCECS 2009
Mobile Design: One Size Doesn’t Fit All
Doug Bellenger, COO PhindMe Mobile

6. • Provider of “Design for Mobile” solutions for businesses
• Comprehensive and accessible web‐based platform
• Enterprise/Agency administration layer

7. Mobile Web Use: Growing Strong
Now: 60 – 70 million users, a third of all US online users

8. Have you seen your regular web site on a phone?
You might want to sit down for this.

9. Problem: the web is not mobile‐
ready
• Desktop‐style interface
• Layout and navigation
not usable
• Flash doesn’t render

10. Mobile Design
Why is it hard?

11. Mobile Design Challenge
Why is it hard?

12. Why Is It Hard?
• Different Screen Sizes
http://sender11.typepad.com/sender11/2008/04/more-on-mobile.html
12

13. Why Is It Hard?
• Different Navigation Types
13

14. Why Is It Hard?
• Different Browser Capabilities
– CSS
– Media Support
– JavaScript Support
– AJAX Support
– Table Support
14

15. Mobile Design
Common Solutions

16. Common Solutions
1. Design for WAP
• Lowest common denominator
• You can do much better
2. Design for iPhone
• Full HTML Browsers
• Only about 8% of users

17. Common Solutions
3. Don’t change a thing
• The “technology will fix
it” strategy
• Modern mobile
browsers display your
PC‐style site
• The world will eventually
upgrade

18. Common Solutions
PC‐style navigation
About 2% of the
screen real estate
of a standard PC
display
So what about
Pinch and Zoom?

19. Common Solutions
Marketers and
brand managers
should forget about
pinch and zoom.

20. Mobile Design
More Than Small

21. Mobile Design: More Than Small
Content and media delivered across mobile phone capabilities
• Content layout
• Image trans‐coding, audio, video and more
• Appropriate navigation style

22. Mobile Design: More Than Small
Content and media delivered across mobile phone capabilities
• Content layout
• Image trans‐coding, audio, video and more
• Appropriate navigation style

23. Mobile Design: More Than Small
Deliver your usual design
standard to users on multiple
mobile devices

24. Mobile Design
Make It Simple, Keep It Fresh

25. Make It Simple, Keep It Fresh
Once a Mobile Site is Designed
• Make it easy for your user to access
– One URL for all sites
– Simple Navigation
• Integrate the experience with your campaigns
and promotions
• Keep it engaging with social media and updates

26. Recap
• Make the user experience relevant to all device
categories
• Accommodate for variations in media and
browser capabilities
• Integrate content relative to a mobile user
• Make it easy to get to

27. For A Deeper Dive…
Pick Up a Free Copy of
Our White Paper
“Mobile Design: It’s Not
Just About The CSS”
27

28. Thanks!
Doug Bellenger
doug@everywhereigo.com
www.everywhereigo.com
Follow us on Twitter:
@dougbellenger
@everywhereigo
28

29. Det Ansinn
Chief Gaming Officer
Mobile Tag Company and
1337pwn.com

30. Gary Ackerman
President and Co-founder
M3Mobile

31. www.m3mobile.com
M3 Mobile Marketing
Philadelphia, PA www.m3mobile.com

32. www.m3mobile.com

33. Founded by the M3 Media Group in 2006
9 year old privately‐held interactive media company
Hyper‐focused on delivering mobile to large national retailers
Full‐service marketing agency and client support
www.m3mobile.com

34. Large‐scale mobile marketing programs
Marketing agency management of comprehensive program
All encompassing mobile experts
ROI focused strategic, analytical and creative mobile marketing team
Legal representative on‐staff
Account management and IT department
In‐house technology solutions
Proprietary mobile platform and technology solutions
www.m3mobile.com

35. SMS/MMS WAP APPS
Messaging Mobile Web Mobile
Applications
FROM: 47467
Labor Day Sale.
Take 20% Off ur
purch when u buy
3+ items thru 8/31.
Use code 23 in‐
store or 3929203
online.
www.m3mobile.com

36. Couponing & advertising
News alerts and reminders
Quick, on‐the‐go direct communication
Mobile gift cards
Customer acquisition
www.m3mobile.com

37. Highly targeted SMS advertising and promotions
SMS‐to‐mobile web marketing
Loyalty program integration
New store opening
Sweepstakes entry
SMS voting & surveying
www.m3mobile.com

38. mGiftCards®
Mobile Widget
Pay‐for‐performance mobile marketing web banner
Mobile App development
Location‐based services
Bluecasting
GPS/Geo‐targeting
www.m3mobile.com

39. www.m3mobile.com

40. 14.4 ROI (Program & Messaging Costs)
Memorial
Memorial
Day Wknd lift
Day Wknd lift
Break‐even Point 2.1 ROI (Program & Messaging Costs)

41. • Robust Mobile Platform
Dependable broadcast & data capture ability, multi‐source data feeds, complex segmentation, dedicated IT
staff for support and customization
• Superior Account Management
Dedicated resource, on‐site availability, mobile expert, goal‐oriented focus
• Mobile Marketing Advisors
Cutting‐edge strategies & tactics, mobile marketing think‐tank
• General Counsel On‐Staff
Program protection, privacy policy, T&C’s, call‐to‐action language, carrier regulation updates
• Experience
Comprehensive mobile programs, large volume SMS broadcasts, responsible program execution, IT
integration
www.m3mobile.com

42. Question &
Answer

43. Please complete the survey being
distributed by the volunteers.
Surveys may be returned to the
volunteers or at the Registration
Desk in Ballroom A.

44. Thank you to our sponsors