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Mobilise to
Optimise
29 September 2010
mobileSQUARED Roadshow
0% 20% 40%
Currently Use
Plan to use (Next 12 …
Plan to Use (>12 Months)
No Plans
Don't Know/Not Sure
(Unica, March 2010; 155 respondents)
North
America 29%
Europe
37%
The man from Del Monte…
Mobile marketing strategic planning
Campaign design
Campaign implementation
Technology and creative services
Mobile media planning and
buying
Tracking and measurement
Data management
and CRM
Research and development
A global app forecast from Ovum….
5
6
Apps – simplicate and add lightness
Limited repertoire
Rules-based buying
Latency of the mobile web
– Rules-based buying
– Big organic growth
– Paid search is underweight
– Mobile commerce
– A ‘find’ engine
Opted-in ad targeting
O2 More NatWest iPhone app launch
A targeted SMS was sent to iPhone
users with a NatWest account
• Sent:70,000
• Over 22% CTR
• Top of app store in 4 hours
Orange Shots trailer promotion
A targeted SMS offers consumers
the chance to download a new film
trailer
•Sent: 66,755
•9% CTR
•65% of clicks downloaded the
trailer
Optimise your website for mobile
11
Conclusions
– We’re investing
– It’s already routine
– ‘Apps versus’ or ‘apps and’
– Behind the search and commerce curve
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