9. Platform Basics
mCommerce
Location-based Augmented
SMS
Services Reality
Digital
Web
Activation
Mobile
Digital
Podcast Media Apps Payments/Cou
pons
Email
12. Evaluating Mobile
Four questions to consider:
• Where is your consumer?
(traveling, at home, at work)
• What do they need?
(location, information, entertainment, support, purchase)
• What devices do they have?
(smartphone, tablet, laptop)
• What content do you already have?
(product information, coupons, video)
12
MobileSMS – most universal accessibility, high conversion rate, upfront and ongoing costsWeb – best rich, cross-platform experience; highly searchable, no install requiredApps – use advanced phone features (camera, gps, accelerometer), good for frequent access, creates icon on home screenMedia – apps require promotion, LOTS of formats (banner, search, iAds, video)Digital Activation – QR/2D, Shazzam, short URL, co-watchingmCommerce – selling is the next big thing (or maybe the current big thing)Augmented Reality – still somewhat of a noveltyDigital Payments/Coupons – various technologies (barcode, NFC, audio, GPS)Email – needs to be optimized for mobilePodcast – niche content sharing platformLocation-based Services – huge growth area (foursquare, Highlight, major platforms)
