Mobile 2011 and Beyond

A VISION OF THE FUTURE

WHAT WE WILL SHARE TODAY

Devices and destinations

Attracting the mobile customer Making the mobile sale It’s not just about mobile Anthology does mobile

UNDERSTANDING MOBILE & WHY IT’S DIFFERENT

DEVICES & DESTINATIONS

DIGITAL DEVICE ECOSYSTEM

STATIONARY

IN-HOMEOUT-OF-HOME

MOBILE & CONNECTED DEVICES

US SMARTPHONE VS TABLET OWNERSHIP

TabletsSmartphones

Source: eMarketer, March 2011

WILL OWN A SMARTPHONE

BY THE END OF 2011

23.4%

WILL OWN A TABLETBY THE END OF 2011

7.6%

2011 US MOBILE PHONE OWNERSHIP

Smartphones

Source: Nielsen, Mobile Insights, May - July 2011

OF MOBILE PHONES ARE

SMARTPHONES

40%

Feature Phones

Smartphones are predicted to overtake feature phones by the end of 2011.

2011 TOP SMARTPHONE OPERATING SYSTEMS

Source: Nielsen, Mobile Insights, May - July 2011

It is no longer just an iPhone world.

40% 19%28% 7%

MOBILE DEVICE DESTINATIONS

Mobile AppResides on the device

and is unique to each OS

Mobile WebsiteResides on the Internet and

accessed via mobile web browser

OR

MOBILE APP VERSUS MOBILE WEBSITE USAGE

SOURCE: Adobe Experience Survey, October 2010

MOBILE APP VERSUS MOBILE WEBSITE

Mobile App Mobile Website Need to develop separate app for each OS

Rich user experience due to direct access to device hardware

Requires app store approval and has associated costs

Updates must be downloaded

One website can be viewed on any device

Not as rich of a user experience

Lower development cost and faster time to market

Updates are immediately available

Search engine friendly

HTML 5 - LEVELING THE PLAYING FIELD

Technology improvements for mobile website andweb apps: Hardware integration - access to GPS, camera, sensors, etc.

Off-line storage/capabilities

2D graphics capabilities

Video/audio streaming

Geo-location

User interface tools

DIFFERENT DEVICES = DIFFERENT EXPERIENCES

VSSmartphones Tablets


VS

• Always on and available• Always on or near your body• Often used in motion• Primary use is communication• Focus is on “right here, right now”• One owner, not shared• Starting to replace personal items

such as watches, cameras, loyalty cards, credit cards, etc.

Smartphones Tablets


VSSmartphones Tablets

Selectively on Not always with you Portable but used stationary Primary use is media consumption Not necessarily about immediacy Starting to replace media delivery vehicles such as magazines, newspapers, books, TV, etc. Most often a shared device

DIFFERENT DEVICES = DIFFERENT DESTINATIONS

MOBILE WEBSITE/WEB APP

NATIVE APP


NATIVE APP




NATIVE APP



NATIVE APP

ATTRACTING THEMOBILE CUSTOMER

UNDERSTANDING MOBILE BEHAVIOR

Super Connecteds 19%

Access mobile Internet at least weekly or do multiple advanced activities monthly or more often. These are the most sophisticated users of mobile phones.

Entertainers15% Listen to music, watch video, or play games at least weekly

Connectors9%

Use of mobile phone for work is at least 25% of usage. Also use advanced services at least monthly. They are productivity oriented.

Communicators21%

Communicate at least weekly using SMS. May use MMS, IM or personal email at least monthly. Use at least two of these communication services at least monthly.

Talkers34%

Use mobile phones primarily to talk. Maybe very occasional – less than monthly – users of SMS. May do one of the activities such as vote via SMS.

Inactives11%

Do not own a mobile phone.

Source: North American Technographics Benchmark Survey, Q2 2010 (US, Canada)

Source: The Mobile Shopping Framework Study,

Yahoo/Nielsen, Jan. 2011

Mobile Internet Usage

93%Out-of-Home

89%At Home

Context

THE IMPORTANCE OF CONTEXT

TIME

ENVIRONMENT

LOCATION

PHYSICAL ACTIVITY

DEGREE-OF-FOCUS

TASK-AT-HAND

DEVICE CAPABILITIES

Content

MOBILE MARKETING OPPORTUNITIES

Display Ads QR CodesSMS/MMSSearch Ads

QuickTime™ and a decompressor

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Geo-location

82% OF SMARTPHONE USERS NOTICE ADS

Banner or graphical ads

Ads featured on the sites I’m visiting

Ads embedded within an app I’m using

DisplayAds

45%

43%

35%

Ads within mobile search engine listingsSearch

Ads34%

Ads based on my location

Ads featured on online maps

Location Maps/Ads

21%

19%

Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011

Text message/SMS ads

Video Ads

28%

21%

SMS/MMS Ads

HALF OF THOSE WHO SEE A MOBILE AD TAKE ACTION

…computer 33%

32%…smartphone

Looked for More Information49%

Instore 31%

24%Online on computerPurchase49% Online with smartphone 23%

Click to call advertiser on mobile 18%

17%Called advertiser / retailer at later time

Contacted Advertiser27%

Went to store for additional info 22%

20%Located directions on map

Visit / Locate Retailer33%

Actions Ever Taken As a Result of Seeing A Mobile Ad


SEARCH IS THE MOST VISITED MOBILE WEBSITE

Search engine websites

Social Networking websites

Retail websites

Review websites, blogs or msg boards

77%

65%

46%

19%


Websites Visited Via Smartphones

Video sharing websites 43%

General consumer websites

Brand or manufacturer websites

38%

26%

25%

Coupon websites

Health information websites 24%

Finance-related websites

Travel-related websites 23%

18%

24%

Full-length TV programming websites 17%

Magazine websites 15%

Other websites 14%

MOBILE SEARCH HAS A STRONGER LOCAL INTENT

SEARCHESIS LOCAL

1 IN 3

Source: Google

Hyperlocal Distance Info

Click-to-call

Location Info & Maps

Mobile-specific Search Ad

MOBILE SEARCH ENGINES ARE GEARED FOR LOCAL

MOBILE DISPLAY ADVERTISING

Banner Ads Audio AdsVideo Ads

MOBILE DISPLAY ADVERTISING - STATISTICS

Site Traffic2%

Sustained In-Market Presence

29%

Brand Awareness9%

Product Launch/Release

24%

Lead Generation27%

Increased Foot Traffic

9%

Source: Millennium Media Q1 2011

Top Campaign Goals

MOBILE DISPLAY ADVERTISING

Traffic to site47%

Custom Landing Page32%

Application Download

21%


Top Campaign Destinations

MOBILE DISPLAY ADVERTISING - STATISTICS

Place Call

Download Application

MocIal (Social Media)

Retail Promotion

39%

26%

18%

mCommerce 12%

Enroll / Join

Watch Video

39%

25%

22%

Subscribe

Store Locator 22%

Site Search

View Map

13%

12%

2%

Mobile Only Campaigns


Post-Click Campaign Actions

Integrated Campaigns

SMS STILL VALUABLE AS A MARKETING TOOL

28%of mobile subscribers in the US received one or more SMS Ads in March 2011

of those subscribers responded to at least one SMS ad

Source: The State of the U.S. Mobile Advertising Industry and What Lies Ahead, ComScore, June 2011

Info about product/

service/brand

50%

12%

36%

16%

32%

18%

30%

8%

Coupon or discount

Contest

Donation to charity/non-profit

SMS Ads Received SMS Ads Responded

17%

QR CODES BRIDGE THE PHYSICAL & DIGITAL WORLDS



Print Ads



Outdoor



Packaging Point-of-Sale

Specialty Items









TV Commercials



US HAS THE FASTEST GROWING QR CODE USAGE

US

UK

Netherlands

Spain

Canada

181.1%

166.5%

146.3%

94.4%

94.0%

Source: 3GVision as cited in press release, April 5, 2011

Top 5 Countries, Ranked by Growth in Mobile Barcode Scans, Q1 2011

(% change versus. prior quarter)

ABOUT HALF OF QR CODES SEEN ARE SCANNED

Yes

No

Don’t know

166.5%

48%

94.0%

Source: MGH QR Code Usage and Interest Survey, Feb 2011

If you have seen a QR code, have you ever used one?

3%

49%

LOCATION WHEN QR CODE IS SCANNED

Source: ComScore, MobiLens, August 2011

At home

Retail store

Grocery store

58%

39.4%

24.5%

At work 19.7%

Outside or on public transit

Restaurant

12.6%

7.6%

QR codes are scanned more while at home

SOURCES OF SCANNED QR CODES

166.5%

Source: ComScore, MobiLens, August 2011

Printed magazine or newspaper

Product packaging

Website on PC

49.4%

35.3%

27.4%

Business card or brochure 13.4%

Storefront

TV

12.8%

11.7%

Print media is the most common source

DEALS AND INFORMATION ARE THE MOST POPULAR USES

Source: MGH QR Code Usage and Interest Survey, Feb 2011

To get a coupon, discount or deal

Access additional information

Enter a sweepstakes

Interact with social media properties

53%

52%

33%

What QR Codes Are Used For Most?

Sign up to receive more information 26%

Access video

Make a purchase

24%

23%

23%

Other 11%

Don’t know

38%

2%

QR CODES PROVIDE BRANDING OPPORTUNITIES

Discover LA TourismHBO’s True Blood

GEO-LOCATION TOOLS

Location-based services common place for brick and mortar company apps.

GEO-LOCATION MARKETING OPPORTUNITIES





3rd party tools help build customer loyalty by rewarding check-ins with special offers



GEO-LOCATION MARKETING TRENDS

App rewards customers for walking into participating stores

GEO-LOCATION USAGE

Source: Pew Internet & American Life Project , September 2011

Use a geo-social (“check in”) service such as Foursquare or Gowalla

12%

4%

55%

28%

58%

29%

Get location-based directions and recommendations

Has done at least one of the above

Smartphone Owners All cell phone owners

Smartphone owners ages 18-49 are more likely than those over 50 to use location-based services

AUGMENTED REALITY - ENHANCING THE REAL WORLD



3rd party app/browser platforms provide a way to

reach established audiences

AUGMENTED REALITY FOR BRAND ENGAGEMENT

Starbucks Cup Magic Just Launched

MOBILE SHOPPING EXPERIENCE

MOBILE WEB PURCHASES SLOW IN COMING

Forrester’s “Mobile Commerce Forecast, 2011 To 2016”, June 2011





Only of online web sales in will be transacted through mobile devices, growing to in







2%2011

7% 2016.

AWKWARD EXPERIENCE AND SECURITY ARE TOP CHALLENGES

Source: The “Shopping” Mindset of the Mobile Consumer, 2011

Awkward shopping experience on phone

Concerns over credit card information

Slow connection / connectivity

Product information is limited

49%

36%

31%

Image of product not good 26%

Not easy to view product information

Takes too long

23%

20%

18%

Full product selection is not offered 13%

Customized experience based on location

Other (Please specify) 12%

9%

Perceived Challenges to Making a Mobile Web Purchase

MOBILE SHOPPING ISN’T JUST ABOUT SHOPPING ONLINE


79%Use phone for

shopping-related activities

70%Use phone while shopping in-store

74%Of smartphone

shoppers made a purchase as a result of using smartphone

COMMON MOBILE SHOPPING TASKS


Called a retailer 46%

22%Contacted retailer in another way

Contact Retailer52%

In-store Drivers78%Located a retailer 54%

49%Compared prices to decide

Searched store’s inventory 34%

Get More Product Information69%

Read product information and reviews 44%

40%Compared features of a product

Watched online video

26%

21%

Used barcode scanner

Find and Use Offers & Discounts48% Looked for promotions and coupons 40%

28%Used discount coupon on phone

MOBILE EXTENDS TRANSACTIONS

Retailers can now conduct non-cash transactions beyond the register.

STARBUCKS MOBILE PAYMENTS APPROACH

iPhone and Blackberry app released January 2011 Android app just released in June Allows customers to check balance, purchase by scanning

a barcode and reload account balance

MOBILE WALLETS RACE HEATING UP

Contactless NFC- and RFID-based payments

IN THE NEWS…

Isis, a venture of AT&T, Verizon and T-Mobile, join forces with Visa, MasterCard, American Express and Discover

July 19, 2011 Google Wallet launches on its first smartphone, the Samsung Nexus S offered on Sprint NextelSeptember 19, 2011

UNDERSTANDING MOBILE & WHY IT’S DIFFERENT

IT’S NOT JUST ABOUT MOBIILE

THE NEW CONVERGENCE

Social Local

Mobile

SoLoMo

SOCIAL IS THE FASTEST GROWING USE


Social Networking

Maps

Weather

Sports Information

45.7%

43.3%

40.2%

News 38.1%

Entertainment News

Search

33.4%

32.1%

31.5%

Personal Email 30.7%

Work Email

Instant Messaging (IM) 16.9%

24.8%

Top 10 Mobile Categories Year-on-Year Growth

(March 2010 - March 2011)

LOCATION-BASED SERVICES CONTINUES GROWTH


Maps

Restaurant Information

Travel Service

43.3%

40.4%

Weather 40.2%

Search 32.1%

29.2%

Movie Information 27.5%

Traffic Reports 28.4%

Location-based Services Year-on-Year Growth

(March 2010 - March 2011)

SoLoMo PURCHASE FUNNEL

Courtesy: Social Studio

SOCIAL

MOBILE

LOCAL

AWARENESS

FAMILIARITY

OPINION

CONSIDERATION

INTENTION

SHOPPING

PURCHASE

SoLoMo IS EVERYWHERE & EVER EVOLVING






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Group Texting

Reviews

GeolocationCheck-In /Deals

Group Discounts



Search

Microblogs

Social Networks



Photo Sharing



Price Comparison

Social Local

Mobile

Music & Entertainment

MOBILE USERS ARE MEDIA MULTI-TASKERS

USE THEIRSMARTPHONE

WHILE…

72%

Listen to music

Watch TV

Read newspaper/magazine

44%

33%

Use Internet 29%

Play video games 27%

22%

Read a book 16%


MOBILE USERS GO ONLINE WHILE WATCHING TV

Source: Mobile Shopping Framework, Nielsen/Yahoo, November 2010

Communicating with a friend/ family member via texting

Updating/reading social networking sites

Browsing content on the Internet not related to what I’m watching

Doing Internet searches/looking up info related to a commercial I saw

56%

40%

37%

Communicating with a friend/family member via email 33%

Using mobile applications

Browsing content on the Internet related to what I’m watching

33%

24%

23%

Communicating with a friend/family member via IM 19%

1 out of 5 search for more informationrelated to TV commercial they saw.

ANTHOLOGY DOES MOBILE

MOBILE OFFERINGSP

RO

GR

AM

S &

CA

MP

AIG

NS

Demand & LeadGeneration

Direct Response

Customer Service

Customer Loyalty

Brand Awareness& Engagement

Websites &Web Apps

Mobile Website Starter

Package

Custom Mobile Website/Web App

Development

Tablet Accessible Website

Development

Native Apps

iPhoneApp

AndroidApp

iPadApp

Marketing

Messaging(SMS/MMS)

Mobile Search

Mobile Display

Location-basedMarketing

Social Media Integration

Analytics

mCommerce

Commerce-enabled

Mobile Website

MobileShopping

Tools

SERVICES

CURRENT MOBILE CLIENTS

Mobile Websites

Mobile Campaigns

MOBILE WEBSITE

m.anthologymarketing.com

QUESTIONS?

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