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Presentation by Matt Lehman of Progressive
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Overview1
MOBILE OVERVIEW JANUARY 12, 2011 – MATT LEHMAN, MOBILE BUSINESS LEADER, PROGRESSIVE INSURANCE
Overview2
Agenda1. What is this whole mobile thing
anyways?
2. Mobile marketing in 10 words or less
3. Some ways to build your mobile strategy
Overview3
• Smart Phone: A mobile phone offering advanced capabilities, often with PC-like functionality
• Feature Phone: Any mobile phone that is not a smart phone
• Mobile application or App: A self-contained application or feature that is downloaded onto a phone
• Mobile Web: Websites optimized for browsing from a mobile device
First, a few definitions
Overview4
Overview5
We’re gonna party like its 1999…
Overview6
But there is a difference….
Overview7
Mobile opportunity vs. web opportunity
Overview8
And may eclipse desktop soon
Overview9
Majority rules (sometime in 2011)
Overview10
But it’s a bit of a puzzle
Overview11
Fragmentation is here to stay• 4 major players in U.S. Tablets only
increasing the complexity and number of pieces in the puzzle
Overview12
Usage Characteristics by device type
Data from Morgan Stanley
Overview13
All roads converging into one
Overview14
How we’ve managed through a fragmented world
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Our latest offering
Overview16
So what do people actually do on their phones?
Data from Forrester Research
Overview17
The last why marketers should care slide
Overview18
And how can you reach them?
Overview19
Mobile marketing in 10 words or less
Mobile Search, Mobile Display, SMS, Text, QR Codes, Mobile Coupons
Overview20
Mobile Search Marketing
The Good:1. Growing 130% year2. High usage / backwards
compatibility3. Easier to measure/ROI4. Location awarenessThe Bad:5. Expensive to test6. Complex landing page7. High consumer
expectations
Overview21
Mobile Display Marketing
The Good:1. Deliver compelling mobile
experiences (e.g. iAd)2. Broad display networks
allow for targeting3. In-App and Mobile Web4. Location awarenessThe Bad:5. Can be expensive6. Tracking is difficult
Overview22
SMS Marketing
The Good:1. Huge numbers2. Backwards compatibility3. Inexpensive to testThe Bad:4. Costs your customers 5. Requires opt-in6. Limited experience
Overview23
QR Codes
The Good:1. Low cost and easy to
create2. Print & Digital The Bad:3. Needs app 4. Inconsistent consumer
expectations
Overview24
Mobile Coupons
The Good:1. Highly targeted2. Location awareness3. Lower cost than
traditional couponsThe Bad:4. Harder to implement 5. Customer experience
Overview25
Another look, same trends
Overview26
And now for a little experiment…
Overview27
Remember to phrase your answer in the form of a question
Overview28
Meet Simon, introduced
by IBM in 1992, and marketed by Bell
South for $899.
The answer…
Overview29
Overview30
Build your mobile roadmap
1.Set a vision guided by your mobile objectives
2.Mobilize don’t miniaturize
3.Keep in mind the “mobile context”
Overview31
What is the mobile context?
>Immediacy
>Portability
>Location based convenience
>Form factor capabilities (e.g. camera, GPS)
.
Overview32
Find the right balance
Utility
Novelty
Low
High
High
Overview33
Mobile: the new “plastics”