Using “dotMobi Thinking” To Monetize Your Domain AssetsAvoiding the Top 10 Mistakes in Mobile Web

Marketing

Pinkard Alan “Pinky” BrandDirector, New Markets

dotMobi

about dotMobiemployees: 40

locations: HQ: Dublin.

Also London, Washington, D.C, Portland,

San Diego, Miami and Beijing

investors: Ericsson, Google, GSM Association, Hutchinson 3G, Microsoft, Nokia, Orascom, Samsung, Syniverse, Telecom Italia Mobile, Telefonica, T-Mobile, Visa, and Vodafone

company milestones:

Feb 05 company foundedJul 05 ICANN charter grantedJul 05 first employeeJun 06 sunrise begins with first saleSep 06 sunrise ends - 13,000 names

soldSep 06 land rush period beginsOct 06 117,000 names sold in 10

daysMar 07 500,000 names soldNov 06 dev.mobi launchedNov 06 ready.mobi launchedFeb 08 DeviceAtlas launchedSummer 1,000,000th name registered

the mobile web is not the biggest thing

since the desktop webIt’s much, much bigger than that.

• According to the GSMA, more people globally have access to a web enabled phone than to an Internet PC.

• There are over 2.6 billion mobile subscribers worldwide, and some of the more mature markets have over 100% penetration.

• “Among smartphone users in the United States, mobile browsing has increased 89 percent year over year, and pageviews have increased 127 percent. Consumption is quickly evolving from brief transactions, such as checking the weather or flight status, to time-intensive interaction with mobile Web sites - even without an iPhone.” – Mark Donovan M:Metrics

… and it’s getting bigger

The world market for mobile marketing and advertising is expected to grow to an expected $24 billion by 2013 (vs. $2B in 2007).

Among 5,398 North American consumers queried by Forrester in 4Q07, 48% said they wish they could look up things online when they're on the go, but 58 percent said the mobile web fails to meet their needs – moreover, 60 percent said their mobile device screens are simply too small for activities outside of making calls and sending text messages.

… mobile is here, mobile is growing and mobile lets businesses reach customers whenever, wherever – unlike any other medium.

Nokia study: three things everyone carries

when leaving the house

keys • wallet • phone

the point is …

mobile is the only marketing mediumthat is …

… always on.… always at hand.… always personal, rarely shared.

goal of online marketing

drive traffic and revenue by

attracting and retaining customers via

useful applications; executed well

new medium, new mindset

Early TV was like radio with heads.

Early websites were static brochureware.

Early mobile websites have mostly been scaled-down or stripped back desktop sites (or, worse, the same desktop website stuffed onto a small screen).

That’s dotcom thinking … and it’s made for poor mobile web experiences.

bring the right thinking to the mobile medium

dotcom thinking is

fine for desktop

web…

… but mobiThinking is for mobile

web

MISTAKE 1: treating mobile users like PC users

Know your audience!

Quick & easy access to relevant information.Services that recognize you’re on the move.Location-aware, activity-specific experiences.

got it right: Bank of America

MISTAKE 2: ignoring the limitations of mobile devices compared to a PC

Don’t forget:

The screen is smallerThere’s no mouseThere’s no printerThe keyboard is limitedBandwidth may be restrictedMegabytes sometimes cost money

got it right: Spanair

MISTAKE 3: failing to exploit the capabilitiesof a mobile phoneIt’s a cameraIt’s a video cameraIt sends text messagesIt’s location-awareIt’s a micropayment device

It sends emailIt plays musicIt plays videosIt’s a calendarIt’s a browser

... Oh, and it makes calls too

got it right: Zagat and Virgin Atlantic

MISTAKE 4: using a .com name for a .mobi experience

.mobi says “mobile-friendly site for what you’re doing right now”

differentiate your mobile site from your .comshow that you’ve thought about the mobile experience

think about the whole brandwhat’s to the right of the “dot” says a lot about what’s to the left

“Mobile content and services need to be clearly identified as mobile friendly and simple to find while the user is mobile.”

– Quocirca Mobile Marketing Paper(“Reach, Relevance and

Relationship”)

it’s all in a name

MISTAKE 5: using frames and other bad habits

Use development best practices

Think portrait, not landscapeLandscape layouts and navigation schemesUse a second-level domain nameUse XHTML-Mobile Profile

Getting it right: developer best practices

Mobile Advertising Guides

Mobile Web Developer’s Guide

dotMobi Mobile Web Developer Certification

MISTAKE 6: failing to test your sitefor mobile-readiness

ready.mobi provides a free evaluation of your site for mobile-friendliness, checking every against industry best practice and mobile web standards

•How does my site score (1 to 5)?

•What’s driving my score?

•How can I improve it?

for developers and marketers alike …

MISTAKE 7: hiding your mobile website

Make your site searchable

http://www.nike.com/nikebasketball/mobile/http://wireless.schwab.com/http://wap.ebay.comhttp://mobile.redbull.comhttp://www.whitehousedrugpolicy.gov/pda/http://www.chase.com/mobilehttp://m.monster.co.ukhttp://wap.bravo.mlogic3g.comhttp://attcenter.com/waphttp://wap.cbssports.comhttp://m.nytimes.com/re

… and are these guessable?

aaa.mobi

amtrak.mobi

amazon.mobi

hilton.mobi

espn.mobi

disney.mobi

foxnews.mobi

easy to discover

priceline.mobi

volvo.mobi

hertz.mobi

nordstrom.mobi

yahoo.mobi

weather.mobi

bmw.mobi

MISTAKE 8: not actively promoting your mobile website

If you advertise in print, on TV, on outdoor media or even on the side of a cup, your audience is likely closer to their mobile phones than to a PC.

The more you promote the mobile experience, the more people will turn to it.

Top brands that promote their .mobi sites are finding their traffic starting to rival their .com websites.

making it known

MISTAKE 9: running mobile campaignswithout .mobi presence

Running SMS campaigns and banner ads on the mobile Internet? Leverage a call to action to click through to a mobile site to build traffic and create more value from your campaigns.

Campaigns come and go. Your .mobi is your persistent mobile marketing presence and the center of your relationships with mobile customers.

got it right: Jaguar

U.S. mobile ad campaign for the new 2009 Jaguar XF

15 million impressions that drove over 85,000 unique visitors to its .mobi site.

12,000+ videos and 16,000+ wallpapers have been downloaded from the site. 2.6% requested test drives. 1.6% requested brochures.

MISTAKE 10: serving the same content in the same way to every mobile device

Unlike PCs and Windows, the mobile web has thousands of permutations of devices, systems and browsers. Mobile content that works looks great on one device can fail on another.

Address this by creating device-aware .mobi sites that serve up content optimized for each device.

DeviceAtlas can help

Free web GUI

API editions at nominal cost

dev.mobi members get free premium edition

.mobi site owners receive discount

lots of mobiThinking …

and a few others …

now you’re mobiThinking!

pbrand@dotMobi.mobioffice 1.301.637.4890mobile 1.301.792.7646

Join the discussion at:

http://mobiThinking.comhttp://blog.mobihttp://dev.mobihttp://DeviceAtlas.comhttp://dotMobi.mobi