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James [email protected]
Inside Mobile work on a simple premise:
Marketing is about people, not technology.
At Inside Mobile, our goal is to understand the role that mobile digital devices play in the lives of the people who buy, or may buy, your products.
So that we can create a place in their lives for your brand - driving consumer action, brand engagement and purchase behaviour.
An introduction to mobile
2.7 billion Worldwide mobile phone subscriptions.
The 4 billion barrier expected to be broken by 2009
Context: 850m PCs, 1.1bn accessing the Internet
(Informa telecom and New Media July 2007)
A global phenomenon…
China’s government carrier China Mobile has more subscribers than there are people living in the USA
India is the fastest growing mobile market in the world adding 6.5 million new subscribers every month
In December 2007 23% of all UK mobile users accessed the mobile internet
Mobile phones are more important to 21% of respondents than their wallet, credit cards, or their
wedding ring. (Nokia survey)
59% of e-mail users with portable devices say they keep the device nearby when they are sleeping to listen for incoming
mail. (AOL)
The mobile toolkit
Creating products, media and marketing opportunities via the mobile channel
The mobile toolkit
SMS / MMS
Mobile internet
Mobile media
Mobile content
Applications
Pro
du
cts
Mark
etin
g
Location based
Social
SMS / MMS
SMS / MMS
SMS marketing can be very powerful when used correctly (i.e. opt in and of relevance and value to consumer). Some examples of text-based campaigns & products are:
Text to win mechanics
Text to receive link for WAP site
Text to register
Store finders
SMS couponing
Information query
When implementing SMS campaigns a short code is generally required for each country. Short codes should generally be shared i.e. text ENTER to 66556, the word ENTER ensures all messages come to you. The benefit of sharing is the cost is negligible in comparison to dedicated.
SMS / MMS
Consumer receives SMS with unique PIN code and full instructions
At the Sprint tent customer shows his mobile phone for PIN code capture via mobile application for instant prize redemption
Customer text EDGE to 70734 to receive a unique SMS voucher
Mobile technology partner process and pass on the information to Mobile Ticketing partner and coupon is allocated from the database with details. Data is captured for future CRM and reporting
1 2 3 4
Here is a good example where engaging marketing materials have been used to drive SMS participation and then attendance to a Sprint promotional tent. The SMS mechanic was cheap to deploy but far more successful than any other Sprint participation initiatives to date.
Marketing collateral
The mobile internet
Mobile web needs to be different
People use the mobile Internet in a different way from the web
snackable
portable
personalised
contextualised
Who is using it?
Europe is witnessing significant growth of mobile internet usage which is predominantly due to the mobile operators rolling out a host of data plans.
Plans on the whole offer users unlimited data consumption for a flat rate.
If Japan is anything to go by this figure will keep growing - more people access the internet in Japan via mobile than do so via a fixed line PC.
Source: M:Metrics: February 2008
Mobile Messaging Audience defined as subscribers who sent one or more text messages in month
Mobile Media Audience defined as subscribers who browsed or downloaded in any form in month.
European mobile media andmessaging audience
Source: M:Metrics: February 2008
In Europe, the UK has the highest percentage of mobile media users, at 26.8 percent, while Germany and France lag, at 18.4 percent and 18.5 percent, respectively.
Mobile Messaging Audience defined as subscribers who sent one or more text messages in month
Mobile Media Audience defined as subscribers who browsed or downloaded in any form in month.
It should be noted that, while advertising inventory is growing, not all mobile media users can be reached by advertisers at present.
Size of mobile audience
Mobile media
Mobile Media
The past 18 months has seen a continual growth of mobile media consumption which has in turn created numerous media opportunities for brands.
Media can now be purchased in the form of text links, banners and video and this can be targeted to age, gender, operator and even handset.
M-Metrics' survey found that across Europe one-third of consumers of all ages and gender were tempted to buy products which had been advertised on mobile, more than from any other channel including online, magazine and TV.
Mobile media formats
In-Game
Mobile Video & TV
Mobile internet banners &
links
SMS / MMSApplication
‘ad-wrapping’
Mobile search
Handset strategic partnerships
Mobile content
Mobile content
Mobile content created by a brand can be used to drive brand engagement, advertising revenue and direct-to-consumer income
Valuable content such as wallpapers, ringtones and video can be sold or given away to consumers, depending upon your business objectives
Mobile applications
Mobile applications
We define mobile applications as those programmes that are downloaded to a users’ phone
This includes: Mobizines Mapping apps Image readers Mobile games
These applications allow interaction anytime and anywhere, even when there is no WAP/GPRS connection
They can be combined with programs designed to connect to the Internet for content updates
“Downloadable mobile applications present a significant opportunity, with more than 3.3 million mobile
consumers downloading these applications during the first quarter
of the year.” – Telephia
Web and mobile
Mobilize content Set up personal preferences Synchronise ‘Sideloading’
Uploading content Blogging / updating webpages Location-based content
Location based Services
Location based services
The true power of mobile comes to the fore when combined with an awareness of location
Not only does this make it easier to find information of relevance to any given context, it also allows the ‘virtual’ and mobile worlds to be linked
This is the ultimate way to deliver timely value via mobile devices
LBS can be provided via GPS & other locator technology
(e.g. cell triangulation, Skyhook) SMS based manual entry of
location WAP based manual entry
Social mobile
Social mobility
IM and social networks make it easier to maintain (and grow) a much larger circle of friends
The mobile is the most personal device for socialising
It allows online communities to connect in the physical world
Kee
ping
in t
ouch
& m
eeting
Advice, recommendations & debate
Sharing & show
ing off
Word of mouth recommendations from friends are still the most trusted source of advice
Social networks make it easy to get and give advice to friends, when they need it
People use social networks (and IM) to portray an online persona to the world
User Generated Content is a way of expressing who they are, what they think and how they feel
The mobile puts a stills and video camera into the hands of everyone, every minute of the day
Coming soon…
Connecting with consumers on-the-go
People can’t always be near a computer to interact with your brand online
The mobile allows consumers to reach you wherever they are
Coming soon…
QR Codes
Using QR codes
Allow consumers to connect directly to the brand from places and
objects in the real world (Internet / TV / Outdoor)
GeoVector
The future
While GPS can tell you where you are, GeoVector technology can tell you what it is you are looking at.
GeoVector enabled phones: AGPS plus integrated compass sensor
Your cell phone is a mouse with the world as your desktop.
By pointing your mobile phone you can search the world around you in real time and real space.
Get just the information you need, right when you can use it the most.
GeoVector
GeoVector
Mission is to connect people with information about the world around them by directly pointing at things of interest
The History Channel
GeoVector applications
Our core services
Marketing strategy and planning consultancy
Project management and coordination
Mobile media planning and buying
At Inside Mobile, we’re marketing professionals who happen to know a lot about mobile. We take the time to
understand your business, your brand, and your consumers, to create mobile marketing initiatives that
focus on value and results, not the latest buzz technology.
Inside Mobile have vast experience in managing projects through from strategy, to implementation, to reporting and learning. Our in-house project management team
will draw in relevant partners and orchestrate the entire project end-to-end.
Inside Mobile are pioneers in mobile media planning and buying, with a host of media firsts under our belt. We
have the expertise to plan and buy the very best mobile-based media to suit your needs.
Inside mobileClerkenwell House
67 Clerkenwell RoadLondon
EC1R 5BLtel: +44 (0) 207 405 0767fax: +44 (0) 207 990 9110
e-mail: [email protected] Web: www.insidemob.com
