1. Mobilise to
Optimise
mobileSQUARED Roadshow
29 September 2010

3. The man from Del Monte…
Don't Know/Not Sure
No Plans
Plan to Use (>12 Months)
Plan to use (Next 12 …
Currently Use North Europe
America 29% 37%
0% 20% 40%
(Unica, March 2010; 155 respondents)

4. Technology and Mobile media
creative planning and
services buying
Campaign Tracking and
implementation measurement
Data
Campaign
management
design
and CRM
Mobile
marketing Research and
strategic development
planning

5. A global app forecast from Ovum….
5

6. Apps – simplicate and add lightness
6

7. Limited repertoire

8. Rules-based buying

9. Latency of the mobile web
– Rules-based buying
– Big organic growth
– Paid search is underweight
– Mobile commerce
– A ‘find’ engine

10. Opted-in ad targeting
O2 More NatWest iPhone app launch
Orange Shots trailer promotion
A targeted SMS was sent to iPhone
users with a NatWest account A targeted SMS offers consumers
the chance to download a new film
• Sent:70,000 trailer
• Over 22% CTR •Sent: 66,755
• Top of app store in 4 hours •9% CTR
•65% of clicks downloaded the
trailer

11. Optimise your website for mobile
11

12. Conclusions
– We’re investing
– It’s already routine
– ‘Apps versus’ or ‘apps and’
– Behind the search and commerce curve