7. How HOT is Mobile?
How HOT is Mobile?
• 327 6M mobile phones in use in the U S
327.6M mobile phones in use in the U.S.
• 196.9B text messages/month
• Google $1B revenue = mobile ads and
consumer usage of mobile coupons
8. Growing Trend
Growing Trend
• Americans are
Americans are
getting rid of landlines
9. Growing Trend
Growing Trend
• 10 States that have at least 30% of adults rely strictly on cell
phones
– Arkansas
– Mississippi ‐ highest poverty rate at 21.9% in 2009 (Census Bureau)
– Colorado
– Idaho
– Kentucky
– Nebraska
– North Dakota
– Oklahoma
– Oregon
– Texas
11. Reach
• Cell phone penetration is 104% of the US
Cell phone penetration is 104% of the US
population
• That means…
Over 94% of the U.S. population is within an
O 94% f h U S l i i i hi
arm’s reach
12. Mobile Spending
Mobile Spending
• 1 in 7 media minutes (>14%)
• U.S.: 6% marketing budget
(up from 3%)
Business and Leadership survey, September 2011
13.
14.
15. SMS by the numbers
SMS – by the numbers
• 4.2 billion (globally)
4.2 billion (globally) Globally:
• U.S. ~73% • #1 – Text
• #2 – Apps
#2
• #3 – Email
• #4 Voice
#4 ‐
8x 20x
16. Text May Not Be Sexy, BUT…..
Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3
90% of all text messages read within 3
minutes of delivery
• 95% within the 1st 15 minutes
95% within the 1 15 minutes
• Over 99% read by the recipient
• SinglePoint Conversational Advertising
17. Text May Not Be Sexy, BUT…..
Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3 minutes of delivery
• 95% within the 1st 15 minutes
• Over 99% read by the recipient
• SinglePoint Conversational Advertising
g g
• Text:
– CTR 14.06% Conversion 8.22%
• Email:
– CTR 6.64% Conversion 1.73% (average 33% change yearly)
• Internet Display
– CTR 0 76% C
CTR 0.76% Conversion 4.43%
i 4 43%
• Direct Mail
– Response 1.4‐3.4% (Conversion < 1%)
• DMA 2010 Response Rate Trend Report
18. SMS Appeal
SMS Appeal
• Short convenient format
Short convenient format
• Most effective marketing messages =
Least amount of thought from the consumer.
Least amount of thought from the consumer
• Permission‐based
19.
20.
21. Marks & Spencer Loyalty Program
Marks & Spencer – Loyalty Program
• Text‐to‐win
Text to win
• Event reminders
• Internal education
l d i
• 700,000 opt‐in customers
• Trigger increase in‐store purchase
Trigger increase in store purchase
22.
23.
24. Mobile Barcodes
Mobile Barcodes
30 characters 3,296 alphanumeric 1,000 characters
• QR (Quick Response) Code: 1992 – Denso‐Wave (Toyota)
Q (Q p ) ( y )
• Additional storage capacity accommodates a variety of data beyond
numbers:
– Text
– Hyperlink
– Telephone number (Phone call)
– Email (Send message)
– Contact entry (vCard or meCard)
25. QR Code by the Numbers
QR Code by the Numbers
• 14 million Americans
14 million Americans
= 6.2% total mobile audience
comScore MobiLens study June 2011
study June 2011
26. QR Code by the Numbers
QR Code by the Numbers
• 14 million Americans
14 million Americans
= 6.2% total mobile audience
comScore MobiLens study June 2011
study June 2011
•1200% increase
second half of 2010
Mobie Identity Systems report
37. Augmented Reality
Augmented Reality
• Yelp • Zagat RETINA
–SSee restaurants
t t –C i t
Can interact & virtually
t & i t ll
– Click to get ratings and walk down the street
reviews – Click to get full review
g
and details
38.
39. Volkswagen Beetle
Volkswagen Beetle
• Utilizes
– standard billboards,
– bus shelters,
– traditional print based media property
traditional print‐based media property
41. QderoPateo Communications (QPC)
Communications (QPC)
• Articulated Naturality Web
• Typical AR flat
Typical AR “flat”
• Break barrier of laptop/desktop – convenience of mobile
• Weather, museum, hotel, commercial real estate
42.
43. Search
• Restaurant menus 2x >
Restaurant menus 2x >
Lady Gaga
• 40% Google Maps MOBILE
40% Google Maps –
75% have used locator like
Maps
• Google: separate indexes
• Intent to buy
y
47. Mobile Optimized Web Sites
Mobile‐Optimized Web Sites
• Less than 19% of business in France and U K
Less than 19% of business in France and U.K.
• 33% of US‐based businesses
• Tiffany’s jewelers
doubled its sales
after launching a
mobile‐optimized
website
48.
49. Location‐Based Service
Location Based Service
10,000,000
• Check in
• Find friends
Find friends
• Share on social networks (FREE word of mouth)
• Unlock rewards
50. Location‐Based Service
Location Based Service
10,000,000
• Launched in 2009
• 1 billi
1 billion check‐ins
h ki
• 5 languages
52. ShopAlerts
• Works with any phone
Works with any phone
(no GPS)
• Opt‐in
p
• SMS, Facebook, Twitter,
web, in‐store signage
g g
• Geo‐fences based off
cell towers
55. Turn Watching Games into a GAME
Turn Watching Games into a GAME
• Take pics of friends,
p ,
sauciest wing in the
basket, fans of rival
teams, crowd going wild…
teams crowd going wild
• Rewards for completed
challenges included:
– $5 off (3 points),
– a free Coca‐Cola (20
points) and
– free wings (30 points)
• Could share to Facebook
& Twitter
& Twitter
56. Results
• Players generated 20,000+ challenges
• There were 184,000 unique players
• 1 in 3 players returned to play again
• 100 million social impressions via
Facebook and Twitter.
• On average, a player spent 90
seconds per challenge, meaning that
BWW saw the equivalent of 3.6 years
BWW saw the equivalent of 3 6 years
of brand engagement in its locations
during the campaign.
Now has an established database of
184,000 people for its next campaign
57.
58. IKEA 2010 Interactive Catalog
IKEA 2010 Interactive Catalog
• Place furniture • Results
– 40 pieces
40 pieces – PR
– Use camera, move, resize, – WOM
take a picture – High downloads
• Di
Discover style
t l
– Thru quizzes
60. Apps Dirty Little Secret
Apps Dirty Little Secret
Average: 60 apps downloaded to iPhone or iPad
Average: 60 apps downloaded to iPhone or iPad
Paid Free
• 30% first downloaded • 20% first downloaded
• 5% by day 21 • 5% by day 25
• 1% by day 90
b d • 1% by day 90
b d
Socialize Inc.
62. North Face (China)
North Face (China)
• Stake virtual claim • > 2 million unique visitors to
• Li
Live score kept on web &
k b& web
outdoor electronic board • > 651,000 red flags planted
• 18 days
18 days • Champion > 4,000
Champion 4,000
63. McDonald s Interactive Billboard
McDonald’s Interactive Billboard
• Photo Catch
– Using cell phone camera
– Get one free
• Pick & Play
– No app
– picknplay.se
picknplay se
– Geo‐location
– Play on big screen in real‐
time
– Last 30 sec get digital
coupon w/directions
p /
70. NFC Predictions
NFC Predictions
• Chip makers predict 40‐50 million NFC phones
Chip makers predict 40 50 million NFC phones
by 2011
• ~300 million phones worldwide (20%) phones
~300 million phones worldwide (20%) phones
with NFC by 2014 (Juniper Research)
• 30% of all mobile phones worldwide will be
f ll bil h ld id ill b
NFC enabled in 2015 (HIS research)
74. Mobile: The Next Mass Media
Mobile: The Next Mass Media
Legacy MOBILE
• Print • Permanently carried
• Cinema • Always connected
Always connected
• TV • Built‐in payment
• Radio • Augmented reality
• Internet • Audience measurement
• Capture social context of
consumption
ti
• and finally…
y
