Presented at Knapp Center Lecture Series. As applications continue to migrate toward the web, mobile devices are becoming inextricably linked with our everyday lives. According to The Mobile Internet Report released by Morgan Stanley in December 2009, within five years, more users will connect to the web via mobile devices than desktop computers. Adopting a mobile strategy for your business is inevitable. Your mobile strategy must have reaching your customers and your market as its central goal, and this doesn’t necessarily mean you need to develop an application. To develop a successful mobile strategy, there are several important elements to consider, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.

1. Developing A Successful Mobile Strategy 4.22.2010 Knapp Center Lecture Series

2. Overview Adopting a mobile strategy for your business is inevitable. Your mobile strategy must be aligned with your overall business strategy, and this doesn't necessarily mean you need to develop an application.

3. Mobile

4. Phone Types Smart Phones account for only 21% of total devices Source: Nielsen

5. Smart Phone Platforms January 2010 Source: comScore MobiLens

6. What are People Doing? January 2010, Total U.S. Age 13+ Source: comScore MobiLens

7. What People Aren’t Doing

8. What is Mobile? “Mobile does not fit into the traditional marketing mindset, and trying to figure out mobile this way turns into nothing more than a smaller, crappier version of the display advertised internet” – Helge Tennø http://www.slideshare.net/helgetenno/mobile-abilities-map

9. Mobile is Connection Multiple Channels Service/Product Fulfillment Communications Community Entertainment Research and Shopping

10. What is Mobile? “Mobile as a term is just a reference to an eco-system that phones are a part of” – Kevin Slavin http://blip.tv/file/2037784/

11. Ecosystem of Channels

12. sTRATEGY

13. Not Strategic You look around at what your competitors are doing and read about the current stats for mobile usage and you say "we need one of those [mobile strategy] too".

14. Not Strategic “I just got a [phone type]. It would be cool to have an application for it.”

15. Mobile Planning Process Goals Strategy Tactics Objectives Vision / Mission Mobile Solution

16. Strategy

17. Visual Strategic Plan Objectives Build Trust in Brand Attain New Customers This is a sample of how a company could build a Strategic Plan.

18. Visual Strategic Plan Objectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 20 new clients 15% increase in sales 25% referral business

19. Visual Strategic Plan Objectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 20 new clients 15% increase in sales 25% referral business Strategy Increase Expertise Message Social Media Outreach Proactive Listening Community Involvement

20. Visual Strategic Plan Objectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 20 new clients 15% increase in sales 25% referral business Strategy Increase Expertise Message Social Media Outreach Proactive Listening Community Involvement Tactics Create Community Manager Role Increase Event Participation Communicate Directly with Users Establish Listening Posts Monthly Newsletter Active Blogging Facebook Page Monitor Forums Contests Maintain Post-Sale Dialog

21. Define the Objective Increase revenues? Decrease costs? Increase brand awareness? Educate the customer?

22. Channel Matching Determine which mobile channel(s) makes the most sense, based on the tactics.

23. Mobile STRATEGY Tactics

24. Enabling the Channel SMS . Location-Based Bluetooth Native Apps Third-Party Service MMS Mobile Ads HTML 5 2D Bar Codes Coupons Sponsored Apps WAP Augmented Reality

25. Market Reach .

26. Map to Demographic platform . Gender Income everyone Tech-Savvy Technical youth

27. Retail Example Objectives Build Trust in Brand Attain New Customers Goals 1000 newsletter signups 20 new clients 15% increase in sales 25% referral business Strategy Establish Domain Expertise Social Media Outreach Proactive Listening Community Involvement Tactics Create Community Manager Role Increase Event Participation Communicate Directly with Users Establish Listening Posts Monthly Newsletter Active Blogging Facebook Page Monitor Forums Support Runners

28. Solution Tools for Runners Smart-Phone (Richer UX) iPhone (Target Demographic) .

29. Hospitality Example Objectives Great Client Experience Increase Revenue Goals 100% Spa Bookings Strategy Discount Services Tactics Promote To Guests

30. Solution Distressed Inventory Updates SMS (Basic Message, Widest Audience) .

31. Effective engagement

32. Be Real mobile has an even higher standard for authenticity, relevance and quality of content than other media

33. Rules of Engagement Be useful and relevant Be efficient Don’t interrupt Entertain if possible Make THEM feel important

34. Repeat This Do Not Waste Their Time

35. Discussion

36. Connect peter.morano@keylimetie.com @petermorano