Mobile marketing is the use of wireless media for content delivery and direct marketing. It is growing rapidly, with worldwide mobile ad spending projected to increase over 600% from 2007 to 2012. Mobile devices are ubiquitous, personal, immediate, local, and multifunctional. They allow new types of location-based and interactive marketing campaigns. Major challenges include cost, complexity across platforms, and potential intrusiveness. For mobile marketing to truly take off, mobile networks need to embrace open platforms and expose their capabilities through APIs to encourage innovative apps.

1. A View on Mobile Marketing
Universidade Católica Portuguesa | 5 de Abril de 2011

2. What is Mobile Marketing?
«The use of wireless media as an integrated content delivery and
direct response vehicle within a cross-media or stand-alone
marketing communications program.»
Mobile Marketing Association

3. Some nice-to-have data
«Worldwide mobile ad spending is projected to grow from $2.7
billion in 2007 to $19.1 billion in 2012, according to an eMarketer
report released in March 2008.»
«Apple® today announced that more than 10 billion apps have
been downloaded from its revolutionary App Store℠ by the more
than 160 million iPhone®, iPod touch® and iPad™ users
worldwide.», Apple, January 22, 2011
«The revolutionary App Store offers more than 350,000 apps to
iPhone, iPod touch and iPad users in 90 countries around the
world, with more than 60,000 native iPad apps available.», Apple,
January 22, 2011

4. Some nice-to-have data
«The amount of people using a cell phone for daily access to the
Web doubled from January 2008 to January 2009», InformationWeek,
16th March 2009
«UK mobile ad spend increased 99.2% year on year to £28.6m in
2008, despite a declining ad market, according to the frst UK
fgures produced by the Internet advertising Bureau and
PriceWaterhouseCoopers.»
«Fifty-one percent of U.S. subscribers access entertainment,
games, news and social information via mobile phone each week,
according to a new study published by research and consultation
frm Frank N. Magid Associates.»

5. What changed?
2008 saw the beginning of the next phase
Openness: shift from operator-centric universe to media-centric
universe
High-speed networks and fxed-rate data plans: removing barriers
to consumer engagement on mobile
Compelling new devices: iPhone, Android, Samsung Instinct, RIM
Bold and signifcant increases in smart phone penetration
The rise of the App Store and engagement of the developer
community
Adapted from Mobile Application Advertising – Early | learnings and the signpost for the future!, October 2009, AdMob

6. What changed?
Apple’s iPhone has been the game changer:
More than 10 billion applications downloaded, 350,000 apps
available. More than 160 million iPhones, iPod Touches and iPads
and a huge community of developers creating apps for the
devices worldwide.
Not just Apple driving this change:
Nokia launched Ovi applications, RIM launched Blackberry App
World, Microsoft launched Windows Phone Marketplace, and
Palm launched the App Catalog…
However, the Android platform powered by Google in
conjunction with the Open Handset Alliance is already the
strongest competitor to Apple.
Adapted from Mobile Application Advertising – Early | learnings and the signpost for the future!, October 2009, AdMob

7. What’s special about Mobile?
Mobile is Personal
it’s my phone, not our phone
By √oхέƒx™: http://www.flickr.com/photos/vox_efx/

8. Mobile is Personal
eBudget Banco Best:
Taking advantage of mobile being a
truly personal media, Banco Best has
launched an iPhone app where
anyone, not just its customers, can
track and manage their personal
fnances. Banco Best positions itself
this way as a contemporary
institution, concerned about people,
that helps them manage their lives.

9. What’s special about Mobile?
Mobile is Ubiquitous
it’s always in my pocket
By dwanjabi: http://www.flickr.com/photos/meredith415/

10. Mobile is Ubiquitous
Cardmobili:
Cardmobili's value proposition is quite
simple: get rid of all the cards in your
wallet, while keeping them always
with you, using Cardmobili, available
for any kind of phone, either through
an app or a mobile friendly site. This
value-proposition has already granted
this portuguese startup funding and 3
international awards – Mobile 2.0
Europe, Vodafone Mobile Clicks and
Mobile Premier Awards.

11. What’s special about Mobile?
Mobile is Immediate
I pick it every time it rings
By Darwin Bell: http://www.flickr.com/photos/darwinbell/

12. Mobile is Immediate
Viber:
New smartphones like the iPhone,
allow for push-notifcations to be sent
to users of our apps. So, just like the
SMS campaigns that have been
around with tremendous success for
years, you can send information
directly to users of your apps without
any cost. Viber has pushed this even
further and has developed a Skype-
like app, where you can call anyone
free of charge if you're in a WiFi area –
you get a notifcation and just answer
the phone.

13. What’s special about Mobile?
Mobile is Local
it’s with me wherever I am
By Merry~Blues: http://www.flickr.com/photos/27987437@N06/

14. Mobile is Local
GranataPet:
'Check In! Snack Out!'. That was the
motto of GranataPet's Billboard
campaign. Appealing to pet owners
and their beloved friends, GranataPet
has developed billboards with built-in
food dispensers. The billboards
compelled pet-owners to check-in in
Foursquare to get free food for their
dogs. When the ceck-in was made,
food would be released and the dogs
would get a free meal on the spot!

15. What’s special about Mobile?
Mobile is A Swiss Army Knife
it’s internet, music, games, etc.
By capcase: http://www.flickr.com/photos/capcase/

16. Mobile is a Swiss Army Knife
LogMeIn Ignition:
Mobile devices have now such a
computing power, that you can even
control your laptop or desktop
remotely from an iPhone or an iPad.
Using LogMeIn Ignition, you can enter
your Mac/PC and open documents,
edit them, manage applications or
whatever you need to do, without
having to have the computer with
you. Other apps allow you to read,
edit and manage Ofce documents,
to access your Financial software, and
so on...

17. What’s special about Mobile?
And above all
virtually everybody’s got one!
By wonker: http://www.flickr.com/photos/wonker/

18. How is it different from Internet?
• Penetration is much higher (around 110%)
• People are exposed to mobile 24h a day
• It’s not as polluted for advertising (higher click through rates,
higher notoriety, …)
• It’s a great direct marketing tool
• People are used to pay for content
• Location, location, location…

19. How are people using Mobile?
Communication
SMS, MMS, Voice, Video-calls, e-mail, Social Networking, Blogging
Information
News, Product Info, Entertainment, Weather, Maps, Stock Quotes,
Travel Information…
Entertainment
Games, Ringtones, Music, Videos

20. How can we reach them?
SMS Apps & Widgets
MMS Bluetooth
Voice Location Based
Mobile Internet QR Codes
Content RFId
Games …

21. Case Study | Chef Online
Focus on Relation
Branded App
Device Specifc
Useful Content
Branded Content
Video-Intensive
Social Media Integration
Online Shop Integration

22. Case Study | RFM Vi
Focus on Business
Branded App
Advertising
Device Specifc
Editorial Content
Video and Audio-Intensive
Social Media Integration
Personalization

23. What are the big issues
behind Mobile Marketing?
• Mobile Marketing is not cheap
• Mobile Marketing campaigns tend to imply costs for the
consumers
• Mobile Marketing is complex on the development side, because
of the multiple platforms and lack of standardization
• Mobile Marketing tends to be seen as intrusive, so you have to
be extra-careful when contacting users

24. So… Is this the year for Mobile?
That’s simply not the question…
Mobile Marketing has been quite signifcant for years – SMS is a
huge revenue stream for lots of companies exploiting it as a
marketing and advertising media.
Mobile is defnitely an important piece of any brand’s marketing
mix. Consumers are using mobile to access the web and they
expect brands to be there for them. It’s up to the brands to decide
if they want their consumers’ experience to be a long wait to reach
the information he needs in a non-optimized website, or if they
want to take a close look at mobile and defne how will their
presence be so that they can better serve their consumers, using
the right mix of content and services available in the mobile
habitat.

25. The Real Challenge – Exposure
The Telco 2.0 Paradox
Telco's need to embrace the Telco 2.0 challenge
Network as a Service is the way to go. Openness has been key to
the fantastic growth the Web as experienced in the last few years.
For mobile data revenues to explode, operators need to face the
apparent paradox: open up your walled gardens, keep exploring
your own services and content, but, above all, sell your network
capabilities. Expose messaging, voice, presence, location, billing,
subscribers, etc., through standardized webservices and let
hundreds of thousands of developers worldwide deliver
compelling multi-operator services , that will boost everybody’s
revenues and create a much larger market!

26. The Good News?
It's already on the way!

27. Thank you! Questions?
João T. Fernandes
+351967165940
Twitter: @joaotfernandes
Facebook: http://www.facebook.com/myadlab
joao@myadlab.com
http://www.myadlab.com