Somo - Investing in a Mobile Strategy (UK specific)

Investing in a mobile strategy

Presented by: Presented on:

Ross Sleight – Chief Strategy Officer 16th November 2011
Somo Ltd - Copyright & Confidential

Ross Sleight – Somo Chief Strategy Officer

www.somoagency.com


Agenda

1. Strategy Construct

2. Customer Journey

3. Universal Truths


Defining mobile strategies

ROI

Usage


Usage – smartphone penetration
Smartphone OS Growth in the UK
6000 700%
634%

Smartphone Users (000)
600%
5000

% Year-on Year Growth
500%

45% / 22M 4000
400%

3000 300%

UK Smartphone Penetration 200%
2000
100%
46% 59%
1000
-10% 0%
-32%
0 -100%
Apple Google Symbian RIM Microsoft

May-10 May-11 YoY Growth
Source: Comscore


Usage – smartphone growth

Dec 2010 Sept 2011 Jan 2012
26% 45% 60%?
12.6M 22M 27.5M?

Source: Comscore / Somo estimates


Usage - tablets

4% / 2M 35% / 17M
UK Tablet Penetration Predicted UK Tablet
Jun 2011 Penetration 2015

Source: Forrester / Huffington Post


Usage – Mobile Web and App Usage

43%
21.8 M of Mobile subscribers
use Apps
Mobile Web users every month

24 45%
times a day using mobile media
of Mobile subscribers
use Mobile Web
Source: Comscore / MMA

Time spent on Media - US

• Mobile now
fourth media
after TV, Online
and Radio

Source: E-marketeer

9

Usage – defining audiences
Top Down
What % of my audience own mobiles (and what OS)?
How are they using them?

Importance of mobile for my business

What % of my website traffic comes from mobile (and what OS)?
What are they doing on site?
Bottom Up

“Yeah…mobile…must do something there…”

79%
Of Google’s largest
advertisers do not have
a mobile optimised site
(Apr 2011)

Source: Google Think Mobile

“Yeah…mobile…must do something there…”

£16.5 bn
£4.1 bn
UK Total UK Online
Advertising Advertisin £83M
Spend g Spend UK Mobile
Advertising
Spend

2% of online spend / 0.5% of total advertising spend
Source: IAB


Context

ROI

Usage


Context

Bored now

Repetitive now

Urgent now

(Consume now)

Context – Mobile is Social
Top UK Mobile Sites By Total Minutes
Spent

eBay
Orange Sites
• 40% of Mobile web Samsung Group
usage in UK is on Vodafone Group
BBC Sites
Facebook Microsoft Sites
AccuWeather Sites
Yahoo Sites
Google Sites
Facebook

0 500 1000 1500 2000 2500 3000

Source: Comscore


Context – Mobile is Location

Source: Comscore / Google Source: Google Think Mobile / Comscore

Dual screen (TV and mobile/tablet)

Watching TV whilst using Watching TV whilst using
Mobile Internet - Gender Mobile Internet - Age
45+, 9%
• 43% of UK mobile
internet browsers
access mobile web
whilst watching Under
TV Female 25, 31%
35% 35-
• Usage is biased 44, 26%
younger and Male
more male 65%

25-
34, 34%

Source: On Demand Research June 201


Capitalising on dual screen behaviour
Why do you use your mobile whilst watching TV?
70%

60% 65%
50% 56%
• Users are employing 53%
40%
mobile internet when 43%
39%
30%
prompted by content
20%
or ads on TV
10%

0%
Fills time in Look up I'm addicted Its fun Look up
the advert something to my phone something
break mentioned on after seeing
TV an advert on
TV
Source: On Demand Research June 2011


Context – mobile research in store
• Mobile is increasingly used to research prices and information in store

50%
45%
40% 45%
35% 38% 38%
30%
25%
20% 24% 22%
15%
10%
5%
0%
Ever used mobile to Used mobile to find Used mobile to Used an app to Used coupons or
research a product location / opening check prices of scan barcodes on vouchers on mobile
hours products / services products to
compare prices

Source: IAB Mcommerce research Sep 201


Context – mobile research in store

45%
of mobile users accessed
Diesel Madrid store have a QR code
Autotrader mobile
for every product for Facebook sharing
on forecourt (Jan 2011)


Mobile augmenting traditional media
• VW Norway AR enabled print ads to test drive specific VW innovations



• Tesco UK AR campaign
for press ads including
recipes
• Heinz Tomato Ketchup
introduces on pack AR
again for recipes



• Tesco Homeplus
South Korea
mCommerce
OOH activity



Context

ROI

Usage Velocity


Source: Joachim Wtewael - The Battle Between the Gods and the Titans

Velocity – OS upgrade opportunities

Apple iOS 5 upgrade for Android 4.0 Ice Cream Sandwich
iPhone, iPad and iPod Touch (smartphones and tablets)


Velocity – new platforms – Windows Phone 7


Velocity – new platforms – Android Tablets


Velocity – new entrants in market


Velocity – Facebook cross platform app distribution


Velocity – sector changes


Mobile Strategy– the need for an agile roadmap


Setting Objectives

What do you want to achieve?

How does mobile help my business succeed?

What KPI’s do I set?

Friction Free
Customer Journey

Source : Mckinsey

Customer Journey - Consideration

Brand Perception /
Propensity to purchase

but also

Performance related
Mobile site visits

Customer Journey – Active Evaluation

Brand Extension

but also

Direct Revenue generation

Customer Journey – Moment of Purchase

Friction free mCommerce

but also

Loyalty loop

Customer Journey – Post Purchase Experience

Deep brand engagement
for loyalists

but also

Event Support for mass market

Hybrid KPI setting

• Identify where mobile can remove barriers in customer journey

• Define Primary KPI to measure the success of this objective

• Define secondary KPI’s to measure additional effects of activity

• Measure Hard (Performance) and Soft (Brand)


Universal Truths


Universal truths – Integrate

M-Commerce E-Commerce Stores

41

Universal truths – Do not port

42

Universal Truths – Utility wins


Universal truths – Not either/or
High Engagement

App
?

Native Open Web
Requirements

?
Mobile
Web

Low Engagement


Universal Truths – Measurement is hard

Apple App Store

Lands on app store

User clicks on ad Apptimiser Opens application
™
Redirects through
ApptimiserTM


Summary

• Usage / Contexts / Velocity to identify ROI

• Where can mobile remove barriers on Customer Journey ?

• Hybrid objective/KPI setting

• Integration into marketing mix


Thank you

Contact:
Ross Sleight ross@somoagency.com +44 (0) 7956 227 920

Somo - Investing in a Mobile Strategy (UK specific)

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