2012 07 ijl2012_eddie-prentice_seminar_mobile

The Future is Mobile
You need to know “Why?” before deciding “How?”
IJL Seminar – 2 September, 2012
Eddie Prentice – Digital Marketer

Mobile Agenda
• Mobile Technology
• Mobile Facts
• Mobile Devices
• Mobile Apps
• Mobile Design
• Mobile Marketing
• Mobile Conclusions
Eddie.Prentice@btconnect.com

Mobile Technology

Current Mobile Technology
Current mobile technology is know as
“third generation” (3G)
• 2G = voice and text
• 3G = 2G plus internet services
• 4G = faster and better coverage than 3G (not yet
launched in UK)
Roll-out of 4G services is coming soon! Enabled by the
release of SPECTRUM. Expected to reach the UK in
2013.

Mobile Network Operators
There are 4 UK mobile network operators (MNOs):
• Vodafone
• Telefonica O2 (known as O2)
• Hutchison 3G (known as Three)
• Everything Everywhere (Orange and T-Mobile networks that merged in
2010)
The four MNOs each have different spectrum holdings that were allocated
to them at previous auctions.
Many more mobile service providers in the UK
Virgin Mobile, Tesco Mobile and TalkTalk offer mobile service packages
through the four networks but do not have spectrum holdings.

About Spectrum
• Spectrum refers to the range of frequencies in
which a signal can be transmitted
• Spectrum between frequencies 300MHz and
3GHz is the “sweet-spot” for mobile operators
– Suitable for mobile communications and broadband
• Spectrum is allocated by means of licences,
overseen by Ofcom, the competition authority

Spectrum Use across Bandwidths
Spectrum will be released in the “sweet spot” for 4G services in 2013

Spectrum Why Is It Important?
Releasing Spectrum for 4G services will mean
• Faster and better coverage capabilities
than 3G
• Enhanced internet services for users
• Continued growth of the smartphone
market

Mobile Facts

Mobile Web Traffic Worldwide Growth
(% of all unique visitors)
Source: Belron Eddie.Prentice@btconnect.com
UK mobile web traffic
increased 20.7% in 2011

Smartphone User Demographics
UK tablet and smartphone users
skew slightly male aged 45-54.
Source: Nielsen, via AOP, February 2012

Mobile Facts
• Web traffic from mobiles is growing 8 times
faster than PC web traffic.
Adobe Mobile Experience Survey
• Mobile internet users are set to surpass
desktop internet users within 3 years.
PriceWaterhouseCoopers
• UK is fifth biggest mobile internet market
globally.
Silicon Valley Insider

Mobile Usage It’s not about phone calls
• A third of smartphone owners prefer using it for Web
browsing or e-mail even when they are near PCs.
• Over the past two years, iPhone users have spent 45
percent more time e-mailing on their smartphones and
15 percent less time e-mailing on their PCs.
• More than 60 percent of smartphone users would
consider buying goods with it or have already done so.
• As more products are distributed over mobile channels,
greater competition will raise the importance of design,
ease of use, and new mobile payment options.
Source: McKinsey Research

Mobile User Facts
• 60% of mobile web users have had a problem when
accessing a website in the past year.
• 75% said slow load time was the number one issue.
• 3 out of 5 say that poor performance will make them
less likely to return to a site.
• 40% said they’d likely visit a competitor’s site next.
• Most people expect to be able complete simple
transactions like checking their bank balance in a
minute or less, or they will abandon the site.
Source: Equation Research

Mobile Facts Google Search
• Most of smartphone users are performing Google searches.
Source: Econsultancy
Paid search will grow on mobile phones.
- Run different campaigns to desktop. Focus on local search offers
- Ad copy needs to be specific for mobile
- Shorter
- Snappier
- Landing pages must be optimised for mobile

Mobile Devices

Mobile Devices Deliver on the Promise
Smartphones are now mainstream
Touchscreen tablets are now what we’ve
always wanted them to be

Mobile Devices
• Apple is big everywhere (iPhone, iPad, iPod).
• Android has grown hugely in eight months, and now
leads in the USA.
• BlackBerry still has high penetration in the UK/US but
is dropping off elsewhere and losing share in UK.
• Tablets, are growing fast, but still only around 15% of
all mobile visitors.
• Apple owns the tablet market right now but that will
change over the next 2/3 years.
Source: Belron 2012

Great Mobile Service Builds Loyalty
You’re seen as In Touch – Innovative - Professional
Source: Foolproof April 2012

Location of Tablet usage?
Source: Google 2011
82% Tablet usage is “at home”

Location of Smartphone usage
Smartphones Are
Used Everywhere:
- At home
- At work
- In store
- On the go

Conversion Rate by Device
Source: Monetate Aug2012
Tablets convert better than smartphones

Mobile Site Design Basics

Mobile Websites Convert Better
“A well optimised mobile site will
convert at 4 times the level of a
non mobile site accessed on a
mobile device.”
Source: eConsultancy

Mobile Design by Device
Apple doesn’t make different
screen sizes for the iPhone,
but Android models come in all
shapes and sizes.
Take account of your customer
resolution mix when designing
or updating your site

Mobile Site Design Basics
• Minimise menu and navigational items
• Vertical lists work better than horizontal
menu bars
• Links/buttons should be large enough and
widely enough spaced to view and click on or
touch.
• Search box is very important given a more
limited link navigation
– Enable filtering of results
– Include price in results
• Minimise form filing

First Impressions VERY Important
• Nearly 50% of people stopped dealing with a brand altogether
because the app / mobile service wasn’t good enough.
• Apps and mobile services need to capture user attention QUICKLY;
there are few second chances.
– 81% say an app / mobile site needs to make a good first impression if
they are to continue using it.
– 56% did not sign-up to an app or mobile service because the
registration process was too long or confusing.
– 49% stopped using an app / mobile service because the login process
was too time consuming.
Source: Foolproof’s Going Mobile 2012 study
Mobile is an emotionally-charged channel

Mobile Users Expect Equal Speed
Some basics:
• Don’t include fancy graphics or pages that
take a long time to download.
• Speed is vital on mobile; it impacts hugely on
page views and conversion rates.
• Every byte you can remove from your site will
improve user experience and conversion rate.
• Strike a balance between what looks look
and what works fast.

Sign In Keep it Simple

Navigation Use Expanding Lists
Marks & Spencer

Mobile Sites Home Page & Navigation
Standard e-commerce websites can afford to
dedicate a lot of space to
– graphics
– merchandising
– large product photos
– navigational features
Mobile screens are much smaller and
need a different approach.

Mobile Site Home Page & Navigation
Regular site Mobile site
Mobile sites view better and download faster

Amazon $1billion in Mobile Sales

Mobile Touchscreens Design Tips
• The size of links. Links need to be big enough for users to
click?
• Space between links & action buttons. Allow enough
space to allow users to easily click.
• Font sizes. Make it easy to read on a small screen.
• Scroll bars. May be missed by the user or difficult to use,
meaning users may miss information that is below the
fold. Make them large and prominent.
• Icons. Don’t take up too much room - may be confusing
for users who do not understand their meaning. Make
icons easy to understand or include text descriptors
• Use single pages rather than multiple tabs. Easier to scroll
down a long web page than open multiple tabs.

Mobile Apps

Mobile Site or App?
• Customers are not using these channels in a
mutually exclusive manner
• It’s not an ‘either / or’ choice
• Heavy app users are also the most frequent
mobile internet users
• Mobile apps and mobile web will continue to
co-exist going forward.
• The best strategy is not “either/or …” but
“both”

Blue Nile iPhone App

Links of London iPhone App

Links Of London iPhone App

Not Just About Online Sales Store Locator

Tiffany & Co One App Not Enough
Tiffany has an App to
promote the brand and
one specifically called
Engagement Ring Finder

De Beers Bridal App
Single theme: Bridal - Focus on customer needs rather than product
Good use of action phrases – Useful navigation options

M&S Mobile App

M&S Navigation & Product Pages
• Finding products
• Vertical list
• Large fonts & icons
• Make it easy to find
scroll and click

M&S Navigation & Product Pages
• Display image and key information
M&S:
– Cost
– Colours
– Product ratings
– Number of reviews
– Average star rating

M&S Checkout
• Click
- “Add Product To Basket”
• Options:
– “Continue Shopping”
– “Checkout”

M&S Checkout
• On entering Checkout, users forced to register.
NOT best practice
• Mobile users do not want
to invest time in entering
personal details.
• Make registration optional
• Minimise form fill
– Add shortcuts (postcode lookup)
– Pre-populate billing address
• PayPal payment option
may avert security concerns

M&S Checkout
Users forced to put in
too much detail,
including date of birth

Debenhams Checkout
Debenhams offers a slicker
checkout process
– Allows guest registration
– Postcode finder
– Assumes same address
for billing & delivery
– Pages short and quick to
load

Topshop Checkout
• Very fast Checkout
• Guest registration
• Only requires delivery
address & card details
• Short pages (quick to load)
• Pulls up numerical keypad
to enter phone number

Mobile Marketing

Promote App on website

Mobile Marketing Leverage SMS
Use SMS For Voting And Polls
• SMS (or text messaging) is an easy way to receive feedback
and increase engagement. Let people vote or fill out a poll
that helps you improve your service offerings.
Get A Short Code
• You know those screens that say "Text 12345 for your 10%
off coupon"? That sequence of numbers is called a short
code. Get your own short code for use in SMS marketing
campaigns.
Use SMS For Alerts
• If you don't think the short code campaigns are up your
alley, you can still use SMS for customer alerts. Give people
the option to sign up for an alert when a product on
backorder is available, or to receive a reminders

QR Code Scanners
• Link to digital content on the web
• Have in-store and on your printed literature and
packaging
• Drive people to your website or scan and send direct
to a “Like” or “Share” on users Facebook wall.
There are a number of sites for
generating QR codes and
they’re all free. An Internet
search for “QR code generator”
will offer many choices.

Email Marketing Make it Mobile Friendly
Create Plain Text And HTML Email Versions
• Some email clients will default to plain text and give readers the option
to show pictures, while others will load pictures automatically. Ensure
your emails render quickly and clearly in either scenario.
Write Descriptive “Alt Text”
• Alt text (alternative text), is the text that displays in lieu of an image
when graphics can't render. If your email header is an image with a
generic name, change the alt text to something that relates to the
subject of the email.
Craft A Crystal Clear Subject Line
• When mobile users have a few minutes to check their email, they
mentally divide their inbox into three categories: "read now," "delete,"
and "save for later." Vague subject line means "delete" category. Create
a clear subject line to get your email read immediately, or at least starred
for later.
Be An Identifiable Sender
• However your reader is most likely to know you, identify yourself as such
in the sender field. This will help alleviate any confusion that would
otherwise put you in their trash bin.

Mobile Marketing Be Legit
Make It Easy To Opt Out
• Be as legit with mobile marketing campaigns as you are
with everything else. If you’re doing SMS or MMS, make it
clear how to opt out and if any rates may apply if the user
engages in your campaign.
Make Sure Customer Data Is Secure
• Ensure you’ve taken precautions to protect data from
unauthorized use or distribution.
Make Terms And Conditions Clearly Visible
• If a user has to agree to terms and conditions before
participating in a mobile marketing program, ensure it's
easy for them to understand what those are. It is illegal to
automatically check that box for them.

Mobile Conclusions

Mobile is changing the digital
marketing game but
it isn’t changing the rules
If you haven’t already done so ...
... start thinking now about
integrating a mobile strategy in to
your marketing plans …

Mobile Commerce Site Why have one?
• Increased exposure to customers when they are
shopping offline.
• Keep up with competition – if you don't have a
mobile site and your competitors do...
• Appeal to an affluent audience.
• Increase sales through the extra sales channel
• Opportunities to drive users into local stores -
locator tools; reserve and collect services.
• Appeal to comparison shoppers - some
consumers use mobile phones to seek out the
best deal while shopping offline.

Mobile Commerce Challenges
Expressed reasons for lack of progress with
mobile commerce:
– Lack of internal knowledge and skills
– Lack of time
– No internal buy-in
– No specific budget for mobile
– High cost of implementation
– Inability to integrate with internal systems
– Fear of ever changing landscape

Mobile Website or App?
• Both technologies will improve over time and will co-
exist
• Apps make the most of smartphone features
• Mobile sites cost a lot less to reach a wider audience
• For most smaller retail businesses the decision is
mobile site or not (rather than mobile site or App)
• If over 15% of your traffic is currently from mobile
then you should certainly consider mobile site or both

Mobile Conclusions
• As devices get smarter, consumers are using them as mini-
computers to do everything from reading news to personal
banking to shopping.
• Make it easy for consumers to interact with your brand
when they’re on the go, users want information quickly with
minimal fuss.
• There is no one-size-fits-all approach in mobile
Proliferation of devices and operating systems. To maximize
reach requires a mobile-optimised web experience and look
beyond a single device.
• A browser approach is the baseline threshold for mobile
strategies where the goal is to reach the broadest user base.
• Aim for an approach that delivers both web and app
experiences
Eddie.Prentice@btconnect.comSource: Adobe Mobile Experience Survey

What Should You Do Now?
1. Plan ahead – start researching:
– Monitor what the big retailers are doing
– Download competitor Apps
– Visit competitor websites
2. Feel the experience as a mobile consumer:
– Use Facebook / Twitter
– Make online purchases from your mobile
– Download a QR code scanner
3. Start talking to suppliers so you know the issues and the
costs.
You’ve got time to deal with this but the sooner
you start the better prepared you’ll be.

You need to know “Why?” to understand “How?”
Email: eddie.prentice@btconnect.com

Mobile Limitations
Understand Mobile's Limitations:
• Customize for mobile, not desktops. Create content and designs
for a small screen, no mouse, and a device on which extensive
typing is unwieldy.
• Don't require users to sit through renderings of large images. It
can be expensive for them, depending on their data plan. It can
also waste their time and result in site abandonment.
• Create short forms. You can ask users to fill out form, but typing
on a smartphone is a nuisance at best and difficult at worst.
Shortened forms and those with prefilled options the user can
scroll through are ideal.
• Don't hide content behind multiple clicks. If a user would click
three times to get to it on their desktop, they might only put up
with two clicks on a mobile device before giving up.

Customize the Mobile Experience
Use Both Mobile Apps And Mobile Sites
• Think of mobile sites as a way to reach a wider audience and bring
people in to your sales funnel. Use mobile apps as a way to
increase engagement among people in the middle of your funnel.
Use your mobile site to encourage readers to download your
mobile app.
Develop An iPad App
• Check your analytics. If you are getting good visitor traffic from
iPads, consider developing an App.
Test Different Devices And Browsers
• Test your mobile campaigns on multiple devices and in multiple
browsers to ensure the experience is consistent throughout.
Create Content That Addresses The Needs Of Mobile Users
• Mobile users know what they are looking for, so anticipate those
needs when creating content e.g. “Click to call”.

Email: eddie.prentice@btconnect.com
You need to know “Why?” before deciding
“How?”

2012 07 ijl2012_eddie-prentice_seminar_mobile

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