Presentation at SMCKC Mobile Social Network event, 22 June 2010

1. SMCKC - Mobile Social Media
June 22, 2010

3.  Themobile environment
 What is mobile anyway?
◦ Apps,
◦ Mobile Web
◦ SMS
 Marketing with mobile

4. A brief comparison of mobile
and fixed online services

6. Source: Mobile Marketing Association

7. APPLICATION DATA AND MOBILE MOBILE CONSULTING
CARRIERS AGGREGATORS SERVICE ANALYTICS MEDIA ADVERTISING FIRMS
PROVIDERS PROVIDERS NETWORKS AGENCIES
Operate the Specialize in Network of Advise leading
networks that software publisher sites companies
enable wireless development and that offer a way to regarding
communication, hosting for mobile reach mass strategy,
exerts the most messaging audiences via organization,
control over the applications. contextual & geo- change
industry. House Offer quantitative, targeted mobile. Help brands management,
connections to info-based demystify the operations, &
wireless networks services, database mobile space and technology.
& maintain management, strategically
security, technical, implementation, integrate mobile
& service level consulting & into the mix.
requirements. analytics.
Source: MAhearns & MMA

8. 1. Print (books, newspapers) – 1400s
2. Recordings (records, tapes, CDs) – 1800s
3. Cinema – 1900s
4. Radio – 1910s
5. Television – 1950s
6. Internet – 1990s
7. Mobile – 2000s

9. 30 minute tasks 30 second tasks
 Using PC/laptop  Using mobile phone
 Planned Use  Unplanned use
 Sitting  Standing/walking/
moving
 Have time
 In a hurry
 e-mail / social media
 SMS / e-mail / social
 Creating info  Consuming info
 Focused attention  Multi-tasking
Source: Tomi Ahonen, 2007

10. 1. Mobile is the first personal mass media
2. Mobile is permanently carried
3. Mobile is always on
4. Mobile has a built-in payment mechanism
5. Mobile is available at the point of creative
inspiration
6. Mobile has the most accurate audience
measurement capability
7. Mobile captures the social context of media
consumption
8. Mobile allows augmented reality to be used in
media

12. Source: http://www.mobilemarketer.com/cms/news/
advertising/6468.html

13. Downloadable programs
designed to run on a specific
type of phone

14.  Apple App Store
 Google Android Market
 Palm App Catalog
 RIM/Blackberry App World
 Nokia Ovi Store
 Microsoft Windows
Marketplace for Mobile
 Carrier-Specific Stores
(Verizon, Sprint, AT&T)
 3rd-party Apps stores –
GetJar, Handmark, and
more all the time

17. Today’s Smartphone Market – 17% of all users = 39M
Device % of Smartphone % Total Market Users
Market
RIM 41% 7% 17M
Apple 25% 4% 10M
Microsoft 18% 3% 7M
Palm 6% 1% 2M
Google 5% 1% 2M
Source: Comscore Dec. 2009

19.  88% of mobile phones are text enabled
 64% of mobile phones are Internet enabled
34.5% - unlimited text plans 48.9% - unlimited text plans
11.7% - unlimited data plans 52.0% - unlimited data plans
Source: Ahearns, iLoop Mobile; Luth Research Survey June 2009; Comscore June 2009

20. Pros Cons
 Takes advantage of the  One platform means
capabilities of the they’re not compatible
mobile phone (tilt, GPS, with other devices. (Like
cameras) Mac vs. PC)
 Can perform well since  There is generally a
they don’t rely on (or higher cost associated
need) mobile with the programming
connections involved than with other
 The best are well- channels
developed and highly  Little control over the
sophisticated platform – Apple/
Google/RIM call the shots

21. Internet in your pocket

22. The Mobile Web refers to using a
mobile phone handset device
incorporating a web browser to access
the World Wide Web
The total number of mobile web users grew past the total
number of computer-based web users for the first time in
2008 (source: International Telecommunications Union, Oct
2009)

25.  m. (“M dot”) http://m.tacobell.com/
◦ Often seen by established brands with .com
domains
 .mobi (“Dot mobi”) http://ruxter.mobi/
◦ Used for mobile-specific pages instead of .com
Dot Mobi is the ‘official’ way to establish a mobile web address,
but the beauty of the Internet is that nobody really listens to
‘official’

26.  Incorporates the same concept of pages and
links (http://……)
 Connects to a server located somewhere else:
No network connection = No Internet
 Is ‘standards-based’ and accessible across all
mobile devices with a browser
 Provides graphics, text, and linking
capability.

27.  Screens are obviously smaller so the user
experience is different…very different
 One small screen = one window
 Speed vary between carriers (3G, emerging
4G)
 ‘Standards’ can be widely interpreted
 Some technical capabilities we see in the Big
Internet are absent

28. Pros Cons
 Interoperability  Lack of standards to
 Lower cost - take advantage of
sometimes handset sophistication
 Wider reach  Differences in user
experience across
 Faster development
handsets
 Simple integration
 Requires reliable
with other online
connection to be useful
activities

29. Two Unique Capabilities of
Mobile

30.  SMS “Simple Message Service” (i.e. Texting) is
a standard that works across all mobile
phones for sending 160-character messages
 MMS “Multimedia Messaging Service” (i.e.
Texting with images) is a standard for
sending a text with attached image, video,
ringtone

31. Keyword Shortcode
 A word or name used  A special number used
to identify a particular with SMS and MMS
service on a specific  Generally 4 to 6 digits
shortcode
Text this to that is the opt-in process:
“Text HAITI to 90909”
“Text RUXTERMOBI to 63636”
By combining keywords + shortcodes, billions of unique
combinations can be created.

32. Pros Cons
 Simplicity – almost  Limited amount of
100% of mobile phones information conveyed
can receive a text in a single text
 Low cost – a few cents  Dedicated shortcodes
per message, although are not inexpensive
MMS is more  MMS is not universally
 Texts tend to be more supported and tend to
valued than other be carrier-specific
messaging formats

33. Putting it all together

34.  Consumer Goods
 Retail
 Restaurants, Food & Beverage
 Politics & Government
 Financial
 News, Sports & Information
 Automotive
 Healthcare
 Media & Publication
 Travel & Entertainment
 Quick-Service Restaurants
 Non-Profit Organizations
 Education

35. 1. Mobile is permission-based
2. A PC experience is not a mobile experience
3. Mobile is one of many channels for
marketing, and should be used as such

36. Mobile Marketing is a set of practices that
enables organizations to communicate and
engage with their audience in an interactive
and relevant manner through any mobile
device or network

37. ”The MMA’s primary focus is on
consumer protection and privacy,
given the importance of consumer
satisfaction in maintaining a
sustainable industry and promoting
growth. The MMA therefore strives to
align its members and industry
stakeholders generally with
consumers needs and wants to ensure
a positive mobile experience.”

38.  Mobile Marketing Association:
◦ Code of Conduct for Mobile Marketing (July 2008)
◦ U.S. Consumer Best Practices (May 2010)
◦ Mobile Advertising Guidelines (Sept 2009)

39.  Choice – consumers must opt-in
 Control – consumers must be able to opt-out of
an unwanted program
 Customization – data supplied by the consumer
should tailor their choices
 Consideration – the consumer should be offered
something of perceived value
 Constraint – the marketer must effectively
manage their campaigns
 Confidentiality – commitment to not sharing
consumer info with third parties

40. Good Mobile
Marketing is always
Permission-Based
Marketing

42. 1. Understand who you’re reaching
2. Know your objective and how mobile fits
3. Make it relevant and of value
4. Leverage existing channels to reinforce your
message
5. Be engaging, fun, and useful
6. Be flexible, interactive, and respectful
7. Start small, measure results, and build up

43. Our Great
Mobile
Marketing
Campaign

45.  Fundraising event by the Arts & Recreation
Foundation of Overland Park for the Botanical
Gardens at the Arboretum
 Event driven – activities leading up to and
during the event that fit well with mobile
 Mixed demographic - working to incorporate
social media & mobile into the message to
engage a younger & tech-savvy audience

46.  Step 1 – create a
mobile site or
mobile call-to-
action

47.  Step 2 – promote the
message - “Text
STEMS to 63636”

51.  Step 3 –
measure
results

52.  Step 4 – Connect
with mobile
subscribers
 Step 5 – Continue
to measure and
refine your
mobile message

53.  Industry News
◦ Mobile Marketer –
◦ www.mobilemarketer.com
◦ Mobile Commerce Daily -
www.mobilecommercedaily.com
 Trade Associations
◦ Mobile Marketing Association (MMA) -
www.mmaglobal.com
◦ Common Short Code Administration (CSCA) -
www.ussshortcodes.com
 Local / Regional Groups
◦ Heartland Mobile Council
◦ Mobile Monday

54. Questions & Answers
Mike Craig
VP Marketing
Ruxter Mobile
mike.craig@ruxter.com
Twitter: @ruxtermobi