Jedwill presents to the Print Industry on how to integrate mobile into print.

1. Integrating Mobile and Print
Primex Leadership Summit
February 24, 2011
Twitter: @mobilebranding
Text ‘ANTHEM’ to 41411

2. Objectives
Generate Ideas
Demonstrate Execution
Create Strategy
Framework
Hype vs. Reality
Agenda
Introduction
Background
Mobile Insights
Integrating Mobile

3. @mobilebranding
Background: Did You Know?

4. @mobilebranding
Background: Did You Know?

5. @mobilebranding
Background: Did You Know?
As of June, it was 3,339!

6. @mobilebranding
Background: Presenter - Building Brands
22

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The Three Blind Men & The Elephant

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Background: De nition
Mobile Marketing is any outreach to
consumers that engages them through
their mobile device
• Native apps to mCommerce to branded
cases
• Its own marketing channel
• Extends the reach of other marketing channels
Confusion in early stages
• Marketing Medium like TV, Internet
• More than just a website or app
• Like the Internet 15 years ago

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Mobile Background - Internet 2010

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Background - Internet 1996

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Background: Brief History of Mobile
1973 - Martin Cooper’s 1st mobile call - US
1979 - First cellular phone network - Japan
+14 yrs, 1987 - Gordon Gecko - US
1993 - First SMS data services - Finland*
+9 yrs, 2002 - American Idol - US
1999 - First mobile internet - Japan
+8 yrs, 2007 - First iPhone - US
2005 - E911 Mandate - US
“greed is good”
+5 yrs, 2010 - Foursquare

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Background: Size of the Global Market
Human population
4.0 Mobile phone subs
Internet users
Landline phones
TV sets
3.0 Banking accounts
2.0
1.0
Emerging
0 Industrialized
* TomiAhonen Almanac 2010

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Anthem Mobile Insights

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Anthem Mobile Insights
85 % of Americans have a cell phone
93% of 18-29 yr olds
83% of 17 yr olds
73% of 13 yr olds
58% of 12 yrs olds
And at least one 3 yr old

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What Time is it?
Nokia Global Survey, 2006

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What Time is it?
73%*
Nokia Global Survey, 2006

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What’s in Your Purse?

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30 Minutes vs. 30 Seconds
Planned vs. Unplanned
Sitting Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate Multi-task
Email SMS
PC/Laptop Cellphone
1. Tomi Ahonen, Almanac 2010

19. Phones, Tablets and PC’s, Oh My!
2012: Smartphone + Tablet > PC’s*
2015: Tablets > netbooks + desktop PC’s**
% Satisfied Smartphone Tablet
Email 59% 67%
Social 49% 60%
Web 42% 67%
* per NPD, Feb 2011
** per Forrester, Jan 2011

20. Phones, Tablets and PC’s, Oh My!
Consumption Behaviors
Phone Tablet Newspaper
Consumption morning, night morning
Duration 6 minutes > Phone > Phone
Frequency > Tablet/News < Phone < Phone
Actions Opt-in, quick Get to know Awareness
conversion brand only

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WHAT Consumers Are Doing
Mobile Content Usage
70%
FMA ‘10 Avg
60%
MJJ ‘10 Avg
50%
40%
30%
20%
10% Music
Social
Games
0% Apps
mWeb
Text
3 Month Avg. Ending Jul. 2010 vs. 3 Month Avg. Ending Apr. 2010, Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens

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What Will Make Consumers Do
Theory of Reasoned Action
0.5
0.4
0.3
0.1
0
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK
AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028

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Integrating Mobile

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Mobile Strategy
1. Business Objectives
Build your mobile campaign to objectives that can be measured
2. Brand Equity
Consider you equities to ensure the mobile program is consistent
3. Consumer Target
Determine which phones your consumer uses
4. Marketing Plans
Weave mobile into other marketing spends
5. Mobile Campaign
Now build your mobile campaign
Objective Brand Consumer Mktg Mix

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Mobile Technologies
Mobile Mobile Delivered Example
Technology Communication Experience
Messaging SMS Text/Weblink Sara Lee FSI
Voice IVR Snakes on a Plane
Remote Control Carnival “Aquarium”
MMS Video/Picture/Ringtone SI Swimsuit Issue
Email/IM Email/IM CBD White Papers
Apps Alerts eBay
Camera Picture/MMS Website Captain Morgan
App Elf Yourself
2D Codes (QR) Video/mWeb/App SI Swimsuit
Optical Recognition Video/mWeb Tron/Google
GPS mWeb Location-Sensitivity Travelocity
Apps Groupon
Augmented Reality Legos
Accelerometer Apps/mWeb Shake/Rotation Audi
Games Labyrinth

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Technologies that Integrate Print
Mobile Delivered Example
Technology Experience
Texting Website Sara Lee*, FCG*
Video P&G*
Game Venus*, X Games*
2D/Picture Website/App Sierra Mist*, MA*
Recognition Video SI Swimsuit*, Tron*
Game Call of Duty
IVR United Nations*
Augmented Deeper Content Nike*
Reality
* Featured Case Study

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State Fair Dream Home promotion
Problem: drive awareness for promotion
Solution: mobile text/web campaign
reminding people to play promotion
Results: drove over XX% from text to mWeb

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Texting to mWeb:
For Colored Girls
Text COLORS
to 30333
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Texting to mVideo: P&G’s Tremor
Problem: Drive viewership; Extend
Tremor influence beyond online
Solution: Email blast sign-up for
mobile alerts; mWeb; refer-a-
friend; mobile video

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Texting to mGame: Venus
Gillette Venus Spring Break Campaign ‘06
• Problem: Brand awareness for Venus
dropped for college-aged females
• Solution: Integrated Campaign including
Mobile, Internet, Print, Experiential, TV,
and Sampling
• Results: Drove trial with X.XM women
and millions of impressions
Won the Silver Promo Marketing
Award for Experience
50 University newspapers

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Texting to mGame: Winter X Games - Jan. 2010
Target: primary 12-17, secondary 18-34
Onsite:
Text ACTION, SNO, X to 43776
Video boards at WX14
DJ Announcements
Anywhere:
SnoCross mobile game app
Mobile Website http://espn.mobi/wx
Wallpapers/Ringtones http://XGames.com/Cell
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2D Code to mWeb Code - mWeb: Sierra Mist

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2D Code to mWeb Code - mWeb: Sierra Mist

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2D Code to mWeb Code - mWeb: Sierra Mist

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2D Code to mWeb Code - mWeb: Sierra Mist

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2D Code to mWeb

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39. Text ANTHEM to 41411
@mobilebranding
Sports Illustrated Swimsuit on Mobile
Problem: Extend the Swimsuit edition
experience to be with reader
anytime anywhere
Solution: Snap Picture of 2D code to
get video
Result: 120,000 responses*
0.5% of 23 million readership
* per AdAge “NYC Garbage Trucks Take QR Codes Mainstream”, August 3, 2010

40. Text ANTHEM to 41411
@mobilebranding
Sports Illustrated Swimsuit on Mobile
Problem: Extend the Swimsuit edition
experience to be with reader
anytime anywhere
Solution: Snap Picture of 2D code to
get video
Result: 120,000 responses*
0.5% of 23 million readership
* per AdAge “NYC Garbage Trucks Take QR Codes Mainstream”, August 3, 2010

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2D Code to mVideo: SI Swimsuit

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2D Code to mVideo: SI Swimsuit

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Picture Recognition to mWeb: Tron Legacy
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Picture Recognition to IVR: United Nations
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Augmented Reality: Nike in Japan
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TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-pack Events

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LEGEND
Inverse Law of Mobile Color refers to hype
RED = overhyped
GREEN = underhyped
Blow Size = consumer potential
Your Aug-
mented
Mind Reality
Quality of Interaction
Apps
mWeb
2D
Codes
LBS MMS
IVR
SMS
Yawn
0% Market Reach 100%

48. Text ANTHEM to 41411
@mobilebranding
Conclusions
Mobile is BIG
• It’s the elephant in the room
• Big! Just ads: $0.9B in 2007 to $6.5B in 2012*
The “Old” Rules Still Apply
• Content is King
• Fight for Content Distribution
Unique benefits
• Anyone, Anywhere, Anytime, Always-on
• Personal: The phone is an extension of the person
Differentiates
• Access: be in the consumer’s pocket 24/7
• Immediacy: activate when your are Top-of-Mind
* eMarketer, 2008

49. THANK YOU!
Hugh Park Jedwill
CEO/Founder
Text “anthem” to 41411
for business card
@mobilebranding