Mobile White Paper

8/4/2019 Mobile White Paper

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w paMshAring leArnings for An effiCient

Mobile internet strAtegy.

b ia & r A


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wpa MshAringleArningsforAneffiCient

MobileinternetstrAtegy.


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A white pAper About

Mobile - why?Todays explosion in Mobile media, Mobile websites and Mobile applications is orcing

advertisers to rethink their media strategies and raises the question o their brand

presence in the mobile arena.

We wrote this White Paper to help advertisers address the most important questions

asked when going mobile. This paper covers the Mobile Internet in Belgium, including

Tablets and Smartphones.

We have identied 8 key questions that need to be considered when planning Mobile activity.

We address each o these questions in turn to orm a step by step guide to Mobile marketing.

O course, each strategy should be tailor-made and we would be happy to help you design

the right Mobile experience to achieve your marketing communications objectives.

In this paper, Rossel Advertising and Isobar wanted to share their Mobile Internet

experience by giving two complementary points o view - the editor and media agency.

A mobile strategy has to take into account two main targets the masses and the geeks.

For several reasons, both target groups are important to your strategy. We have taken the

same approach in this White Paper, addressing both beginners and experts alike.

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Mobile internet,

whAt is it?Mobile technology continues to become more and more sophisticated (Operating

System, Smartphones, data connection, etc.) and current mobile consumers are more

transient, sel-preoccupied, less brand loyal. Our goal is to make mobile simpler or you

by demystiying the technical aspects and sharing best practice examples within this

document.

You dont have to go Mobile because its in, you have to go Mobile to EXIST!

Philippe Laloux,

Digital Media Manager, Le Soir.

This attitude is why the brand Le Soir has brand extensions across dierent media

and orms it is a multi-touchpoint brand.

You cannot compartmentalise your brand because the consumer doesnt. It is not about

being ofine or online, rather it is about being inline.

At Isobar, we sometimes hear rom advertisers: We want an iPhone app or our brand.

This is not a communication strategy nor an agency brieng.

Dont be blinded by technology. First, ask yoursel:

- How ca a mobil actio hl m brad achiv its MarCom objctivs ?

- Which mobil actio ?

- What is th rol ad valu o mobil across th tir commuicatio stratg?

Our advice is to make the work simpler: start with objectives based on your businessgoals then ask experts about the technology!

Matthieu Vercruysse,

Digital Strategic Planning Manager, Isobar.

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before stArting

ATabletpC

isawireless,

portablepers

onal

computerwith

atouchscreen

interface. ATa

bletPC

canbeconsideredahyb

ridbetweenaS

martphone

andlaptop.Itc

onnectstothewebviaWiFi

ora3G

network.

E.g.:iPad,Sams

ungGalaxyTab

let

A Smartho is a mobile phone that oerscomputing ability and connectivity to the web.

Smartphones run complete operating system sotware

providing a platorm or application developers.

E.g.: BlackBerry, iPhone, Nokia C7 & N8, Samsung

Galaxy S

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whAt About Mobile

in belgiuM?

Smartphones

20,2% o the population 15-70 years old own a Smartphone

Tablets

90,4% o the population know o the existence o Tablets

Source: IsobarMobile - Chocolate Barometer - May 2011 - N = 500 Face-to-Face

Representative o the population. 15-70 years old - Field : Research Solution

4%o householdsown a Tablet

10%plan to buy one short

or mid-term

52%o Smartphone owners connectto internet through their mobileat least several times a week

(10,2% o the population)31%

connect everyday or nearly (6,2% othe population)

18%o non Smartphone

users plan to buy one

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awww.xc ma!

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Step by Step Guide to Mobile Marketing

the keyquestions

1: What are your MarCom objectives?

2: Is your target mobile?

3: Which mobile presence do you want to develop?

4: With which kind o content?

5: On which mobile platorm?

6: How will you promote (your mobile presence)?

7: What do you want to measure?

8: What do you need to anticipate (next steps)?

Advertisers points o view

(Keytrade, Delhaize, NIVEA FOR MEN)

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1: whAt Are your

MArCoM objeCtives?To dene your Marketing and Communication objectives, we recommend you consider

the old AIDA Model. This marketing model describes thedecision making process

experienced by the consumer starting with

Attention (Awareness): attract the attention o the customer to your brand

or product

Interest: raise customer interest by ocusing on and demonstrating the

advantages and benets to the consumer (instead o ocusing on the

eatures o the product)

Desire: convince customers that they want and desire the product or

service and that it will satisy their needs

Action: lead customers towards taking action and/or purchasing. It drives

to consumers to Point-o-Sales, and/or m-commerce.

The 4 levels o decision making can be ullled with mobile actions. Mobile should

not be considered as a media that only ulls a limited role, it is able to respond to

many dierent objectives rom awareness to call to action, through to reputation

management.

As part o the mobile strategy, the Engagementand the

Dialoguebetween the consumer and the brand mustbe considered as Mobile supports a 2-way relationship.

This additional key benet should be embraced and

planned or.

A

I

D

A

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Interest

Desire

Awareness

1: whAt Are your MArCoM objeCtives?

A

I

D

A

Action

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2: is your tArget

Mobile?Ater having determined your objectives, you must identiy your target group and

whether they are mobile. As mentioned beore, the mobile audience that can be reached

on Smartphones and Tablets is still a limited audience but they are ar more engaged. They

consume a lot o inormation, they want and need attention, they are power-users and they

have infuence. The mobile audience is part o your other audiences (TV, web, print, etc),

they are not separate and the channels are complementary.

According to recent mobile survey carried out by the OPA (Online Publisher Association),the Belgian Mobile Internet surer is mostly male, evenly split between Dutch and French-

speakers. Tablets are more used by French speakers.

Smartphone users are primarily between 18 and 34 years old and a little older or Tablets.

Smartphones

Men 67%

Women 33%

TabletsMen 81%

Women 19%

NL

FR

18-34

Smartphones 56%

Tablets 47%

35-54

Smartphones 39%

Tablets 46%

55+

Smartphones 5%

Tablets 6%

Source: Online Publisher Association March 2011 Mobile &Trust

Smartphones

NL 49%

FR 51%

TabletsNL 43%

FR 56%

Gender

Age

Language

Also use

76%

o Tablet users

are also user

a Smartphone

17%

o Smartphone users

are also user

a Tablet

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According to the Rossel Advertising Mobile Survey (September 2010, 883 respondents,

French speakers), Belgian Mobile users have a higher level o education (72%), have

a ull-time job (75%) and live in urban area. The majority work in the Finance, Media,

Administration and IT sectors (almost 50%).

Educational level

Post University 11,80%

University 26,20%

College 34,40%

Higher secondary 21,90%

Lower secondary 5,10%

Primary 0,70%

Proessional situation

Full time 75,10%

Student 10,10%

Housewie 1,40%

Retired 3,60%

Unemployed 4,10%

Part time 5,80%

# People in the household

1 13,40 %

2 27,50%

3 18,70%

4 26,40%

5 10,60%

6 3,10%

NC 0,30%

Situation

Single without kids 15,40 %

Single with kids 4,40%

Married without 21,20%

Married with kids 45,20%

Live with grands 11,70%

Ohers 2,20%

Proession

Employed 37,60%

Management 23,80%

Others 13,30%

Independent 11,90%

Teacher 5,10%

Liberale proession 4,90%

Worker 3,50%

2: is your tArget Mobile?

As with any communication plan, it is important to deneyour target audience, to have clear segmentation and

to analyse the relationship between your target and the

media they consume; in terms o reach, and quality o the

relationship. This will justiy the usage (or not) o the channel

and will give clear clues about the consumers expectations.

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3: whiCh Mobile

presenCe do youwAnt to develop ?Mobile ts into the Bought Owned Earned model:

Bought Owned Earned

Bought

Text or display advertising

on mobile websites or apps.

Today, all Belgian media

brands are mobile buying

mobile media space with these

media owners presents a newaudience opportunity.

Tip: Dont orget to check

whether the landing page

the user sees ater clicking is

optimized or mobile use.

Owned

A brands own mobile website,

application or service. More

and more brands have

optimized their website to

be usable on mobile, or

developed their own apps.

Tip: Use bought media to raise

awareness or your mobile

presence.

Earned

Earned media is a consequence

o a brands actions. And in

the mobile space, word-o-

mouth, online or ofine, is a

main infuencing actor on

the awareness, considerationand use o a mobile service.

In general, Social Media and

mobile act as twins.

Tip: Take time listening to the

eedback you will receive. Its

ree and you will learn a lot.

Print, Advertising,

Partnership, Television,

Banners, Sponsorships,

Media deals, Radio,

Paid search...

Websites, SEO, email,

widgets / apps,

social network pages,

communities, content

service extensions ...

SEO, acebook, digg,

you tube, comments,

twitter, fickr, blogs,

orums, emails...

The 2 main considerations are:

- Are you positioning your brand on mobile touchpoints belonging to others?

- Are you developing your own mobile territory?

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OratigSstms (OS):

the main program o a

computer, a Smartphone or

a Tablet that manages the other

programs (e.g.: Windows or a PC,

iOS or an iPhone,). Android is an

OS available or dierent brands

o Smartphone and Tablets

(Google property)

8 things youshould knowbefore goingto A business

lunCh ...

Cloudcomutig:

the use o computer programs

on the Internet rather than on your

own computer (source: Macmillan

Dictionary). All o your data, settings

and programs could be hosted on the

internet rather than on a computer so

that you could access them rom

anywhere, not just on your

computer.

HTML5:an inormatics

language that allows

programs to run through a Web

browsr rathr tha a scifc

Oratig Sstm. This means consumers

will be able to access the same programs

and cloud-based content rom any

devicea personal computer, laptop,

Smartphone, or Tabletbecause the

browser is the common platorm.

(source: McKinsey quarterly)

Go-localisatio:i you authorize your device,

it can say precisely where you

are in order to give personalised

inormation specic

to you (e.g.: AroundMe on iPhone)

or or sharing with your Social

Network (e.g.: Foursquare /

Facebook Places)

Augmtd

Ralit:based on the image producedby the camera, your device

adds additional inormation to the

screen (e.g.: directions o metro

lines, name and history o a

building)

QR cods :(Quick rsos) or any codes:

a barcode-like eature that your Smartphone

is able to scan in order to receive additional

inormation. Check the case QR Codes Reporter

Sans Frontires on Youtube or by scanning

RFID:(Radio-Frquc

Idtifcatio) and NFC (Near

Field Communication) are technologies

like barcodes, which identiy items and allow

you to connect online with ofine. The common

wording is contactless. For example, you simply

have to place your mobile within a ew centimetres

a scanner. And the transaction is that easy. Some

permarkets and services such as transport are testing

s solution at present. Check the case Coca Cola RFID

on Youtube or by scanning

Browsig(vs a):

The browsing part o mobile

reers to the use o Mobile websites

running on the browser o a device

using standard internet technology (HTML)

which can be ully accessed via a data

connection. This concept is oten opposed

to mobile applications, which are (mini)-

programs created or a specic mobile

platorm that must be installed on

the mobile.

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4: with whiCh kind

of Content?You need to think about the value oeredto your audience. Start with your target

needs and try to meet them with your content.

Bought media (Media buying)

1. In terms o your advertising message, bear in mind that a mobile screen is mostlikely to be very small. The rst advice is KISS (keep it short and simple). Dont orget

that Smartphone usage is immediate - people are looking or inormation; they expectto nd it easily. Example: The majority o the trac on the Le Soir iPhone application is

generated by the homepage la une. When using mobile, people are looking or ast,

breaking news.

2. Optimise your banner and landing page or mobile consumption! Indeed, asthere are a lot o dierent screen sizes, your banner and landing page should be

adaptable to each size. Fortunately, there are automatic ways to do this.

3. For advertising on Tablets such as the iPad, try to take advantageo the ully interactive possibilities o this device to oer more immersiveadvertising experiences (video, sound, touch screen, etc). For inspiration,

check the case called Creative iPad Ad VGT on Youtube or by scanning

this QR Code.

Owned media (your own mobile website, application or service)

Remember the KISS notion as mentioned previously.

One way to create relevant content is to look at the activities on a mobile and select the

most appropriate content or your target. According to the Rossel Advertising Mobilesurvey, the top ve interests on a mobile website are: news, restaurants, cinema,

social and concerts. For a mobile application, the top ve are geo-localisation, social

networking, news, gaming and radio listening.

Another way to dene your content is to look at the time o the day people use mobile

devices. For example, iPads are used a great deal during the evening in living rooms

(see chart on page 17). So you can oer more engaging content then because people

have more time to consume it. To keep your content relevant, users expect you to

updateit requently. So we recommend you make these content eeds as automatic aspossible. To make this happen, select an ecient and capable IT partner.

Tip: Oer something o value that your target group could pay or even i you give it or ree.

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4: with whiCh kind of Content?

MediA usAge during An AverAge dAy

Source : Rossel Advertising internal research

print

online

mobile

iPhone

iPad

Sele

ctivity

beore 9 AM 9h - 12h 12h - 14h 14h - 18h 18h - 19h ater 7 PM

morning aternoon evening

300

250

200

150

100

50

0

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5: on whiCh Mobile

plAtforM?Ater you dene your mobile presence, you still need to dene your approach or the

mobile platorm.

Bought media (Media Buying)

Do you need to advertise on a mobile website, mobile

app, web app, a Smartphone app and/or a Tablet app?

Depending on your message and the value o your

proposition, your media agency and media sales

house will help you to select the right mobile platorm

to advertise on.

Two main approaches should be considered with regard

to the objectives:

Trac to a mobile landing page - planning will be

carried out by selecting media brands with a large

mobile audience and anity with the target audience.

Trac to an App in a market place - planning will

be carried out according to the device environment.For example, while promoting a Nokia app, you will

advertise on Nokia devices only.

Click to call actions within the banner are powerul or

generating trac to a call centre. It is immediate and a

mobile landing environment is not necessary.

Here is how the brand Le Soir developed its mobile

presence, step by step:

Owned media (your own mobilewebsite, application or service)

In the owned space, you can choose between

A mobile website (running on the browser o the

device using standard Internet Technology, HTML);

An application (programs created or a specic

mobile platorm that must be installed)

In the near uture, there will probably be standardisation

across the market. There wont be dierences between

OS, Smartphones and Tablets anymore. This is why the

third option o a web app (using HTML5) can be also

envisioned.

Immersive game

More user riendly interaceSelling a product and services

Interaction with hardware

Appstore search optimisation (ASO)

Multi devices compatibility

Reach

Content reedom

Needs installation

Application

Mobile

website

4 X

4 X

4 X

4 X

4 X

X 4

X 4

X 4

4 X

Lets take a look at this

comparison dashboard.

2008

2010

2011

Spring Site Mobile m.lesoir.be

January Application iPhone

May Application Androd

June une Application iPad

April Application Blackberry

in progress SymbianWindows Phone 7

HTML5

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Mauacturr Oratig Sstm A Markt # o availabl As

Apple IOS Appstore 408.969

Google Android Android market 203.143

Ovi Nokia Symbian Ovistore 29.920

BlackBerry RIM BB world 26.771

Microsot Windows Phone 7 Windows phone 11.731

the big five

CoMpetitionNumber o visits rom mobile: X 4.8

Number o page views: X 5.4

Number o visits to a selection o representative Belgian websites.

Source: iProspect (SEM department o Aegis Media Belgium)

Sic th bgiig o 2010, surfg rom mobil dvics has icrasd cosidrabl. Th

umbr o visits ad umbr o ag viws has multilid b 4 to 5 tims.In terms o volume, every device and Operating System is on the increase with double digit progression.

In terms o Share o mobile surng, the landscape is changing quickly and signicantly:

iOS, the OS o Apple (iPhone + iPod touch + iPad), has increased rom 75% to 80%, mainly driven by the iPad

which is now the main device or mobile surng. Android, the main challenger, has grown rom 3% to 10%,

gaining a share o the market rom iPhone and other Smartphones.

Other brands (Windows, Blackberry, Symbian) are battling it out or the remaining 10%.

This is a highl ragmtd ad comtitiv markt.

The uture could bring more standardisation across the market. This is why a cross-platorm strategy

(HTML5) could be important.

We recommend starting with a solution that has a large reach to your target audience. The iPhone is the

most widely used Smartphone or the Internet (not a leader in terms o equipment share o market, but in

terms o mobile page views).

iphone62%

iPodTouch13%

ipad

38%

iphone37%

iPodTouch6%

5: on whiCh Mobile plAtforM?

ipad 38%iPhone 37%

iPod Touch 6%

Windows 0,5-1%

Android 10%

Symbian OS 4%

Blackberry 2%

Others 2%

ipho 62%iPod Touch 13%

Symbian OS 12%

Windows 4%

Android 3%

Blackberry 3%

Others 3%Q1 2010 Q1 2011

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6: how do you wAnt

to proMote?Once you have developed your mobile presence, you still need to promote it.

There are 6 approaches.

1. Advertising

There are many ways to advertise on mobile

rom classical display to blind networks. Theaverage CTR (click through rate) remains

high at the moment and the conversion rate

is signicantly larger i the decision-making

process can be completed within the mobile

environment, i.e. mobile compatible across

the whole consumption process.

The promotion o your mobile presence can

be carried out on mobile, online and ofine!

2. Application stores optimisation(ASO)

This approach is limited to the promotiono an application (not applicable or mobile

websites). Most application stores are based

on rankings according to category, release

date and, above all, user eedback.

So, make sure you:

- pay attention to the user experience in

order to receive positive eedback

- polish up your app description page (use

screenshots, accurate explanations)

- predict updates to capitalise on the

newness eect.

Just like SEO (Search Engine Optimization),

Application Stores Optimization must have a

clear strategy rom the start.

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2. Applicationstoresoptimisation

1. Advertising

6: how do you wAnt to proMote?

OUTDOOR

Usage o QR code.

You just have to scan the code

with your Smartphone

and you can receive

additional inormation.

MOBILe DISpLAy

example : promote

an iPhone app via

a banner on iPhone

Media app

MAGAzIne

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3.Preinstalled approach

One o the best ways to generate trac on

a mobile website or app is the integration oyour content directly on a device.

Example: this is what Rossel did with

Samsung. Netevents & Cinenews websites

were integrated into the new Samsung

devices so people who bought a Samsung

phone could directly access the website with

a widget on the mobile phones initial screen.

4.Partnership /portal approach.

Use mobile portals to promote your

application or mobile website.

Example: Rossel used the French portal

lewebstore.r to promote the Le Soir iPhone

app. This portal is dedicated to useul Mobile

applications and websites or iPhones

and oers users a ranking according to

categories (news, liestyle) and a search

engine to nd content optimized or their

iPhone.

To promote the Nokia E7, Nokia partnered

with Le Soir and integrated the Le Soir tag

line On aura toujours raison de louvrir to

promote the newspaper app in the OVI Store.

6: how do you wAnt

to proMote?Once you have developed your mobile presence, you still need to promote it.

There are 6 approaches.

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4. PartnershipOVI Store/NokiaE7/Le Soir

4.PartnershipLe Soir/the French portal lewebstore.r.

iPhone application


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6: how do you wAnt

to proMote?Once you have developed your mobile presence, you still have to promote it.

We can summarise your possibilities in 6 approaches.

5.SEO / SEA

With Google Adwords or mobile, you can

target users o iPhone, Android, webOS &iPad while theyre searching on Google.

To support the VOO iPhone application,

Isobar and iProspect created an Adwords

campaign (keyword based) targeting

iPhone users only.

6. Social Media and Public relationsapproach.

With social media apps ranking in the top 5and a tech savvy user base, it is no surprise

that social media plays an important part in

mobile users lives.

A main infuencing actor or discovering an

app is word-o-mouth.

The launch o iPhone app Le Soir in January

2009 is good example: Thanks to the use o a

PR campaign (press release & communication

through our brands) and social networks

(Facebook & Twitter), Le Soir became the

number one app within 12 hours on iTunes

in Belgium & Luxemburg. Overwhelmingly

positive reactions were received rom iPhone

users on iTunes, lesoir.be, Belgium iPhone,

Facebook and Twitter

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5.SEA

VOO iPhone applicationUsers clicking on the ad were

redirected to the download app

page in the app store.

6. Social Media and Publicrelations approach.Le Soir iPhone app relayed in social

media (15,000 downloads in the rst10 days)

6. Social Mediaand Public relations

approach.

NIVEA FOR MEN iPhone

application using sharing

buttons

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7: whAt do you wAnt

to MeAsure?Measurement in the mobile space remains one o the biggest mobile challengesor

many reasons.

Media consumption

One o the most advanced countries in the

world when it comes to mobile measureauthentication is France, with Mediamtrie.

It uses a site and user-centric approach

with cooperation between telecom systems.

However, this measurement doesnt take into

account wi-, iPad or Blackberry inormation.

In Belgium, the CIM launched a mobile

taskorce a ew months ago. Its mission is

to develop a model adapted to the Belgian

mobile ecosystem based on other countries

experiences (Mediamtrie in France,

Comscore in UK, etc.).

Campaign measurement

Mobile Advertising can be measured in the

same way as a classical digital campaign(impressions, clicks, CTR, etc.) with dierent

tools available on the market.

Delivering ads on mobile devices is not new

and day ater day, tools are becoming more

and more powerul at achieving this. We have

observed a shit rom pure mobile ad servers

to standard ad servers which are now able to

deliver ads to phone devices.

Big names such as Google Doubleclick,

MediaMind, Medialets etc. are now ully

able to provide classical and rich media ads

to Smartphones and Tablets with ease. All

digital channels are now integrated within

these online platorms so that you can not

only deliver all your campaigns via all the

digital channels, but you can also do so

using the same tracking method, which isnt

the case when using dierent tools to deliver

classical digital media campaigns and mobile

campaigns.

At Isobar and Rossel Advertising, we

systematically measure all mobile campaigns

using the most appropriate tools or each

client.

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8: whAt do you need

to AntiCipAte?In the Mobile world, everything goes very ast ! So we recommend you anticipate as ar

into the uture as possible. Consider your mobile strategy with a long term vision and

a fexible approach. Mobile is not always a one-shot story (e.g. : Vuvuzela application);

you could be in it also or the long haul (e.g. : Banking application).

FIRST OF ALL,keep a budgt rovisio

or the unexpected! Its better

to plan ahead and be able

to react quickly.

Decide which developer name

to register the app under (Your

company name? The developer

name?) In the App Store it is

dicult to change an existing

app rom one developer

account to another.

I you plan to sell products

or services as part o app

purchases, dont orget the

manuacturer ees in your

business plan

(e.g.: 30% or Apple).

Dont orget to invest time in

making a great application logo

and an explicit landing page.

Make people want to download

your app!

Keep in mind that you will

have to rgularl udat your

mobile content. See this as a

new and constant opportunity

to contact your audience.

Keep your mobil wbsit

otimid even or new Smart

Phones entering the market.

Specic to Apple:

Validation o your app: Apple holds

the nal decision when it comes to

the publication o your app, so take

into account the validation time. Anaverage validation time ranges rom

10 days to 3 weeks.

Here are some examples o what to anticipate:

Some practical considerations:

Determine who you

want to hold ownership o the

code and write this into the

contract with the developer o

your app.

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soMe Advertisers eXperienCes

How is mobil imortat or our coma ?

The purpose o Keytrade Bank is to bring nancial services through electronic means. Thereore, mobile

has always been in the scope o our services delivery, even in the early hours o WAPNonetheless, the

2008 nancial crisis has actually accelerated our intention to propose a ull mobile solution. The reason

is that everyone realized we entered into a new area o volatility (rapid fuctuation o stock prices on the

nancial markets). This implies that the private investor must be able to react immediately wherever/

whenever and not be bound to a classic web access. Previously, the need or mobile access was

probably more the concern o the very active traders. With the crisis, even blue chip stocks owned by

a large proportion o private investors could suddenly become very volatile. At the peak o the crisis,

those who were on travel or in meetings could not sell or seize purchase opportunities on time. Mobile

is thereore not meant to replace the more comortable classic web access but to oer a robust

alternative while on the go.

How did ou maag th mobil rsc o our brad

(mobil wbsit, as, advrtisig, ) ?

In order to propose a solution or a large proportion o our clients base, we launched in June 2009 a

mobile site that oers a good level o usability on most smartphones, especially iphones, HTCs and

Blackberrys. Again, our mobile solution was not meant to capture a totally new audience but to oer an

alternative channel to our existing audience as well as to dierentiate versus competition. Our existingaudience was o course inormed thanks to our classic public and private websites [owned media].

Prospects that were particularly sensitive to the mobile aspect were targeted thanks to the sponsoring

[paid media] o most mobile applications launched by Belgian media groups the last two years [Le soir,

De Standaard, Le Knack, laDH, De Morgen RTL, Trends, ]. Our main message was: a mobile bank

or mobile people, reinorcing our positioning o leader in online banking. We also enjoyed positive

reviews in the press [earned media].When BNP Paribas Fortis launched its own mobile site 1,5 year

later (with much more nancial means invested in paid media), some journalists were kind enough to

remind their readers we were the true innovators in that eld with a solution that was covering both

banking and trading services (while Fortis limited itsel to basic banking unctions).

How do ou cosidr th mobil i a log trm visio?

No doubt that internet will go mobile, and so will internet banking. Our choice o launching a mobile

site rst is not in opposition with the perspective o launching more ambitious applications in the uture.

It was just a matter o priority. On the contrary, we acknowledge that tablets are potentially denitive

substitutes to laptops and thereore will necessitate services that ully exploit the eatures o tablets or

more sophisticated smartphones. On the other hand, the proportion o mobile trades today is still

marginal. As a matter o example, you could also have a look at the desk o a proessional trader

today: he needs our large screens to have all the ino he needs at his disposal in just one look. Mobile

nancial decisions are not comparable to mobile consultations or e-purchases decisions, thereore I

think that the comort o a quiet desk equipped with a large screen will remain the preerred place to

make your nancial decisions or the next couple o years to come.

Thibault d Bars / Sales & Marketing Director at KEYTRADE Bank

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How is mobil imortat or our coma ?

Mobile is very important or a company such as Delhaize or several reasons. Mobile can

help grocery retailers to interact with their customer by providing them ino (store locator,

opening hours, ) and time saving services (smart grocery list, online ordering, recipes,)

through Mobile application. On top o that and ater some developments, it can be seen as

an extended device or the customer with which he will be able to perorm a lot o actions

himsel into the store (scan articles, nd articles, get personalized promotions,).



The launching o a Mobile application is a important moment in the lie o a company.

Because once its done youll never go back. We decided to be present on mobile via an

iPhone app in order to benet rom specic unctionalities, as geolocalisation. The same

app available or other platorms as Androd is a work in progress.

There, I must admit that we made a mistake. We launched our application when it was not

totally satisying the customer expectations. In act we launched the application knowing

that critical unctionalities were missing without inorming our customer that those were

coming a month later. We were too hasty or bad reasons. Now we are working on an

advanced version o our application that should ulll all expectations.

Ater this experience, I would redo it this way:

- Have an application that really bring something more to the customer and that is nalized

- Send appropriate press releases

- Communicate as much as possible on our own website

- Give the possibility to the customer to react directly to you on your application allowing you

to take corrective actions i needed

How do ou cosidr th mobil i a log trm visio?

With smart phones Mobile will be more and more linked to the everyday lie o the people.

Mobile is then there to last and companies should take that into account.

Louis Marti / Director E-Commerce at Delhaize

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NIVEA FOR MEN

iPhone application,

Developed

by IsobarMobile

and Sinapse




The brand NIVEA FOR MEN has launched a campaign (on and ofine) aimed at men who like or play

sport. The contest un cri pour un sponsor/1 kreet voor sponsor invites them to record their team cry

with 3 riends, and to promote their cry to gain the most votes as possible. The team that receives the

most votes win 3,000 to refect its passion or SPORT.

Isobar advised NIVEA FOR MEN to use a mobile application to acilitate this participation. In that way,

people could record their cry via a Smartphone, wherever they wanted: near a sports eld, in the

changing room... In addition to recording during events at a SPORT Club or directly recording via the

website, people can also register their team cry via the mobile application, which brings modernity to

the brand. We decided to start with an iPhone app, as a matter o priority.

The app has a limited liespan, related to the planning o the communications campaign.

Audr FLAMenT/ Internet & Direct Marketing Manager at Beiersdor

Vespasius

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isobArPeoples relationships with brands have been radically transormed by technology

over the past 10 years. In todays marketing communications, interaction and digital

media play a pivotal role.

Isobar is a digital agency powered by Aegis Media and linked with media agencies

Carat and Vizeum. Digital media solutions are at the heart o our work. This work

has evolved considerably these last ew years, including Search optimisation, Social

Media management and Mobile.

Mobile is important to us as it is deemed to be an opportunity o Touchpoint,playing an ecient role within the entire MarCom strategy, both ofine & online.

The team IsobarMobile is particularly dedicated to this expertise.

The centre o our reasoning is people: their behaviour, their usage and attitudes;

as well as their relationships with media and brands. Technology is only a tool to

enable and strengthen this relationship.

Isobars purpose is to bring people and brands together like never beore.

(IsobarMobile: previously Marvellous & GateOne).

Contacts:

Didier Ackermans - Digital & Marketing Services Director

+32 2 663 51 65 - [email protected]

Matthieu Vercruysse - Digital Strategic Planning Manager

+32 2 663 51 24 - [email protected]

Nicolas Vanderseypen - Senior Digital Strategist

+32 2 663 51 42 - nicolas.vanderseypen @isobar.com

www.isobar-belgium.be

www.acebook.com/IsobarBelgium

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rossel AdvertisingGrabbing the consumers attention, canvassing or work, going beyond the

traditional media plans, rening and enriching your understanding o the customer,

being right at the cutting edge: in short, nding the right way.

This is a conversation that Rossel Advertising suggests holding with you. Rossel

Advertising comprises a team o editors, embedded at the very heart o the

medias daily activities.

Zoom in on the dynamism o our team. Our brands are strong because our titles

move with the times. Our desire as publishers is to constantly oer our readershipquality inormation and products. Every single one o our initiatives, whether

editorial or marketing, gradually builds closer ties between the values o our

brands and the expectations o our readers. For you as advertisers, they are your

guarantee that your name will be associated with quality media, orming the very

basis or a lasting and eective partnership.

Rossel Advertising opens all the right doors or the proessional, keeping its

advertisers involved in all its initiatives, refecting its dynamism and cross-media

transversality. As a pioneer, Rossel Advertising has integrated mobile into its strategysince 2008 with the launch o mobile websites. Today, our brands are consumed via

mobile devices, as well as via social media channels and printed matter.

Our news brands are multi-touchpoint brands. So, mobile is as important as

traditional media. Our organisation ollows this trend. In act, over the last months,

we launched several projects (Mobile Internet study, iPad roundtables, mobile

training sessions dedicated to the market, integration o a mobile specialised

ad-server, creation o a mobile experts team and set-up o a mobile development

structure app actory etc. ).

Contacts:

Grgory Vandenschrick Digital Sales Manager

+32 2 225 52 41 [email protected]

France Skilbecq BtB Online Marketing Manager


Frdric Martins Marketing and Business Development Manager


www.rosseladvertising.be

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MAny thAnks to Deirdre McGlashan, Thibault de Barsy, Louis Martin, Audrey Flament,

Hinde Kebbache, Benoit Michielsens, Laurent Kestens, Solange

Delespes, Jrme Geneste, Philippe Laloux, Gaetano Alemanni,

Fabian Tilmant, An De Clercq, James Gehrke, Marketum...


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Brussels, June 2011

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