Everyday, brands are exploring new ways of engaging conversations with their consumers. And Mobile, the fastest growing media, is one of them. Is Mobile really all about males? What about women? What do they want to hear from brands? What kind of interaction do they expect? How different are the female expectations when it comes to mobile marketing? On May 7th 2009, as part of its Dynamic Insourcing programme, Cleverwood invited the major actors in the mobile market to talk about the growing importance of mobile media for women to help understand : What women want... in Mobile. Check http://www.cleverwood.be/blog

2. Cleverwood is your New Media
Consulting partner, providing
expertise, knowledge and
consulting services for Web,
Mobile, Interactive Television
and emerging channels.

3. Traditional online advertising is losing its influence on consumers.
Cleverwood is your NEW MEDIA
Consulting partner, providing
expertise, knowledge and
consulting services for Web,
Mobile, Interactive Television
and emerging channels.

4. Listen, Think, Create & make waves
Cleverwood is your New Media
CONSULTING partner, providing
expertise, knowledge and
Consulting services for Web,
Mobile, Interactive Television
and emerging channels.

5. Listen, Think, Create & make waves
Cleverwood is your New Media
Consulting partner, providing
expertise, knowledge and
consulting SERVICES for Web,
Mobile, Interactive Television
and emerging channels.

6. TURN ON YOUR PHONE...
#trendssession

7. Introducing Dynamic Insourcing
Cleverwood is your New Media
Consulting partner, providing
expertise, KNOWLEDGE and
consulting services for Web,
Mobile, Interactive Television
and emerging channels.

8. Community animation
Twitter opportunities
FRIDAY SESSIONS Case Study mobile app
Monitoring Social media
Geo-localization
Innovative mash-ups
Scrum : tips & tricks
Friday Sessions are organized
internally within Cleverwood, Career mgt 2.0
where a few external people are Basecamp
also invited. Webwriting
Their goal is to share the
knowledge on a particular hot
topic between Cleverwood staff
members.

9. The future of IDTV
Mobile Advertising
TRENDS SESSIONS Radio 2.0
Mobile User Experience
Enterprise 2.0
The end of Websites
Public Relations 2.0
Trends Sessions are part of the
Cleverwood‟s Knowledge iPhone revolution
Sharing Program, aiming at Best Cases
leveraging our consultants‟ Usability 2.0
experience and expertises with
our network.
Trends Sessions occur quarterly
and feature Cleverwood senior
management members and
famous keynotes from the
industry.

11. TRENDS SESSIONS
What women want ... in Mobile?
 Segmentation in Mobile - Fabian Tilmant
 Mobile usage: what women do, what women want, what women
expect - Melanie Mc Cluskey
 Mobile as a media: How to provide information, inspiration, social
awareness & participation and entertainment to women segment - Carole
Lamarque
 Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean

12. TRENDS SESSIONS
What women want ... in Mobile?
 Segmentation in Mobile - Fabian Tilmant
 Mobile usage: what women do, what women want, what women
expect - Melanie Mc Cluskey
 Mobile as a media: How to provide information, inspiration, social
awareness & participation and entertainment to women segment - Carole
Lamarque
 Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean

13. SEGMENTATION IN
MOBILE
Fabian Tilmant
Cleverwood
www.cleverwood.be/blog
+32486286190

14. WE ARE ALL
DIFFERENT
© Ms. Abitibi

15. WE USE
DIFFERENT KIND OF PHONES
© Chris Jordan

16. postpaid
prepaid
WE HAVE
DIFFERENT OPERATORS & TARIFF PLANS
AND USE DIFFERENT SERVICES
© Chris Jordan

17. WE LOVE
DIFFERENT BRANDS

18. WE LOVE
DIFFERENT BRANDS

19. WE LOVE
DIFFERENT BRANDS

20. WE LOVE
DIFFERENT BRANDS

21. WE LOVE
DIFFERENT BRANDS

22. THAT’S WHY WE NEED
SEGMENTATION
USER DEVICE NETWORK BRAND

23. USER
SEGMENTATION
SEX
AGE
MARITAL STATUS
INCOME LEVEL
MEDIA CONSUMPTION
WORKING SITUATION
HOUSEHOLD COMPOSITION
BELIEFS
HOBBIES
USER DEVICE NETWORK BRAND

24. DEVICE
SEGMENTATION
TECHNOLOGY
GPS, MMS, 3G, Bluetooth…
INTERFACE
Screen size, Touch screen, compass, accelerometer…
SERVICES
Pictures upload, (micro)blogging tool, maps…
USER DEVICE NETWORK BRAND

25. NETWORK
SEGMENTATION
TARIFF PLAN
Prepaid, Postpaid, Automatic reload…
MOBILE OPERATOR NETWORK CAPABILITIES
MMS, 3G, Location Based Services…
LOCATION
Roaming, Low network zones…
USER DEVICE NETWORK BRAND

26. BRAND
SEGMENTATION
BRAND PROMISE
BRAND VALUES
BRAND IMAGE
BRAND CULTURE
BRAND PERSONALITY
BRAND PRODUCT/SERVICE OFFERING
BRAND PRICING
BRAND TARGET GROUP
BRAND COMPETITIVE LANDSCAPE
BRAND RELATIONSHIPS
USER DEVICE NETWORK BRAND

27. TRENDS SESSIONS
What women want ... in Mobile?
 Segmentation in Mobile - Fabian Tilmant
 Mobile usage: what women do, what women want, what women
expect - Melanie Mc Cluskey
 Mobile as a media: How to provide information, inspiration, social
awareness & participation and entertainment to women segment - Carole
Lamarque
 Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean

28. by Melanie Mc Cluskey
Director Customer Intelligence Center
Belgacom Group
Status 27.04.09
CMI
In Mobile

29. Women, eternal source of inspiration…..

30. Women ARE mobile by essence
 Women did not wait for the gsm to be mobile !
 How did they do before ? They just did it…
Multi-support communication strategies
 By essence, women are multi-tasking and have
parallel and simultaneous fields of thoughts….
 And they have always managed this !
 May be is it by observing women that the gsm has
been created ?

32. Women’s identity is in the center of any
innovation that can successfully take off
Today, women have become …and actively look for… …so they can feel ….
►In command
►Simplicity
►More techi-knowledgeable ►Guidance ►smart
►More Critical (= anti gadget) ►Efficacy ►empowered
►More Participative ►Personal involvement ►Unique
►A bit lost in a chaotic world ►Reference ►Included
►Authenticity ►understood
►Reassurance ►respected
►Participation ►serene
►Flexibility
►quietness

33. The road to success with women
 If a solution is :
– Simplifying
– Reassuring
– Useful
– Substitute to an alternative
– Stimulating creativity
– Enhancing
 …there is a high chance that they will first adopt….and then adapt !
 You can count on women to give a second life to the original purpose of the
innovation that is offered to them .
 Women are natural CO CREATORS, first look at them, and then propose…
 With women, the preliminaries are not an option  !

34. Companies need to first observe, listen and
then only propose
 We now have multiple ways to really observe women and the usage they do,
not only of gsm, but of any communication tool
 We can then, from this observation, create a dialogue with them, and propose
and test solutions that are adapted to their needs.
 It is key for us, companies, to turn the so-called “women as consumers’ power”
into opportunities of loyalty and innovation
 To be really empathic, we need to listen and then, create the unique links
between their stated needs and the solutions that women had not thought
about, but that they will be the first to adopt if they find them :
 relevant to them
 easy to use
 easing their lives

35. Women and the mobile phone

36. Enabling versus empowering
 Some usage differences :
 Women do not call longer than men during rush hours
 Women make a little less calls than men, but make longer calls than men
 In total (including sms) women communicate just a bit more than men
 Men call more from work and women from home
 Women’s main topic of communication via GSM is about friends and family (for men
= equal focus on friends than on leisure)
 But women do not FEEL that they use their gsm differently than men and don’t
like to think this, and to be told about it.
 The key differences are :
 in the contents that they look for, rather than in communication patterns
 in the style and design of the devices
 Women use the phone more as medium for personal and emotional exchange ,
while males see the mobile phone primarily as an empowering technology that
mainly increases the independence from, not the connectedness the social
environment.

37. The gsm : the ideal (t)easing tool
 For women, GSM is not just an accessory, and they don’t just
make a useful usage of it. They use it to enable them to
accomplish their multi tasking life
 A survey done for Vodafone revealed some inspiring facts :
– 20% of mobile users send snaps of themselves in new outfits to friends for the
thumbs-up
– 18% take pictures of shoes or clothes on display to show pals before making a
serious fashion faux-pas
– 5% take pictures of snappy dressers that they see on the high street to copy
their style
– 15% frequently pull out their camera phones to photograph the sides and
backs of their hair
– 10% use their camera phones as a mirror to check their make-up
– 4% even resort to getting the phone out in the middle of a restaurant after
dinner - to check they have clean teeth
– More than 20% use their phone to capture details of a new property
– 15% send pictures of new furnishings to partners to get an opinion before
giving the house a make-over
 For women, the GSM is the tool that eases and teases their lives.

38. Women : test bed for optimal take off ?
 If it works with women, it will
work for good, as women adopt
innovation only when really
useful to them, not like men,
who have more of an addiction
to novelties and an eagerness to
try out that disposes them to
adopt immediately all kinds of
new equipments, even if not
relevant.
 Once adopted by women,
innovations follow a much
steeper adoption path, as
women like to share what has
helped them , and know how to
convince.

39. Ease and tease :
Looking for feminine
contents and applications…

40. Start from who THEY are …
not from what WE want them to be
 Brands have to be empathic, but resist to the
temptation of being “friends” with women. Don’t
forget, they don’t need us, they have their own
friends 
 They need applications that do not try to change
who they are and what they choose to do, but that
help them
– be who they are even more intensively
– Do what they chose to do even more effectively
 If they feel we want to derive them from their own
world, they will just as well reject our offers.
 We need to listen and observe with
empathy, and anchor our offers on who
women are – not on what we would
like them to be

41. Guidance towards an extension of their world
 They need our guidance in the mobile world.
 They need pre-digested applications, that are easy to use,
and access to, self- explanatory, and contagious
 They count on mobile applications and contents to INFORM
them, rather than ENTERTAIN them.
 They need to be stimulated, based on what they usually do,
not out of their comfort zone.
 Applications should be continuous, while they can be more
disruptive with men.

42. And don’t forget : surprise them !
 We also need to avoid limitating our offers to what they
say they need, otherwise no possible break-through innovation.
 Listen observe them, understand their hidden
and unstated needs
 And then Surprise them !

43. TRENDS SESSIONS
What women want ... in Mobile?
 Segmentation in Mobile - Fabian Tilmant
 Mobile usage: what women do, what women want, what women
expect - Melanie Mc Cluskey
 Mobile as a media: How to provide information, inspiration, social
awareness & participation and entertainment to women segment - Carole
Lamarque
 Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean

44. What Women Want • in Mobile
Carole Lamarque
Business Unit Mobile • Sanoma Magazines Belgium
http://mobilecatchup.blogspot.com
for Cleverwood Trend Sessions

45. « Skip this if you are a Belgian
telco geek, like me »
facts

46. Market Information
 Mobile telecommunications market
– Total subscriptions Q4 2008: 11.344.100
– Total revenues Q3 2008 (EUR million): 1.095.5
– Blended monthly ARPU in Q3 2008 (EUR): 29.31
– SMS revenues: 127.71
 Mobile Operators Data
Proximus Mobistar Base
Total subscriptions Q4 08 4.903.000 3.836.000 2.605.100
Market share Q4 08 43.22% 33.81% 22.96%
Prepaid subs Q3 08 (%) 47.96% 43.70% 79.13%
Postpaid subs Q3 08 (%) 52.04% 56.30% 20.87%
Growth rate (%) Q4 07 to Q4 08 6.12% 9.92% 7.35%
Total net additions Q3 08 56.000 29.800 88.130
© Netsize Guide 2009 – Informa Telecoms & Media
46

47. Mobile Marketing Insights
 Mobile Marketing Budget (%)
Future
Current
12%
16%
23% Zero
Zero 25%
<5%
<5%
10% 5-10%
21%
5-10%
10-25%
10-25%
> 25%
15%
> 25%
15%
36% 27%
© Netsize Guide 2009 – Informa Telecoms & Media
47

48. Mobile Marketing Insights
 Future Mobile Marketing Budget 2009/2010 (%)
ranked by industry sector
Mobile content 48%
Online Community 42%
Marketing & Services 28%
Media 25%
Telecoms 23%
Technical service providers 19%
Government & Industry 12%
© Netsize Guide 2009 – Informa Telecoms & Media
48

49. Mobile Marketing Insights
 Mobile Marketing Tactics
SMS 64%
SMS with wap push 46%
Branded mobile content 36%
Banner ads (on portal) 33%
Brandend ads (off portal) 28%
Brande mobile apps 27%
MMS images/video 25%
Ad-supported content 22%
Sponsored links (adwords) 19%
Mobile coupons 19%
© Netsize Guide 2009 – Informa Telecoms & Media
49

50. « Telecom & Media Convergence you
say.. »
Brand
SIM

51. Mobile Medium = Mobile Internet = 1to1 Medium
Barriers
Reasons to Believe
Issues to address
Strengths
Mobile media suit advertisers as it enable them to Mobile value chain is specific & because operators
address consumers on a true one to one basis play a central role in it {Devices, Pricing}
SMB should embrace mobile advertising at an
SMB needs to take its right full place in this new
early stage
value chain
SMB Mobile understands the possible business
Partner with all Operators
models Open & Closed
Threats
Opportunities
Core business of SMB is threatened by the
Speed in this market makes you better positioned
proliferation of media offers with a fragmentation of
to benefit from the strong growth potential of
media consumption
Mobile advertising & Content in Belgium.
Stagnation of advertising revenues is expected,
SMB should prepare for the shift of advertising
partially to the benefit of new business models of
revenues & of customer behaviour
which Mobile is a fast grower
51

52. Why partnership with MNO ?
 To build a content proposition that leverages on the network capabilities &
devices expertise of the operator
Operator Devices Network
Sanoma Magazines Users Content

53. Belgian MVNO Landscape

54. Mobile SMB Communication
Tactical Communication
Learnings 2008
High awareness after Q1 - 16%
o
Key Findings
Important to keep in mind: the ad are compared to findings for the telephone and computer
o
sector - 189 ads in total.
– Recognition 50%: of 100 people being interviewed, 50 of them remember having seen the Flair
Mobile Action ad while reading Flair New Generation;
– Attribution 57%: of those 50 readers, 28 were able to assign the correct brand or product name to
the ad;
– Effective score 28%: 28 participants did see the ad & were able to assign the correct name to the
ad;
– Branding power 30%: 30 participants were able to assign the correct brand or product name,
whether or not they had seen the ad in the magazine;
Source : Report Flair Mobile StopWatch - Q4 2008


55. Mobile SMB Communication
Image Communication
Flair Mobile:
• tactical communication
• graphic execution
MUST HAVE
• emotion free
for Flair Mobile
• not explicit brand
values
• SHARP
• SIMPLE
• BASIC
• REPETITIVE

56. SMB Mobile Model
High frequency communication in

Tactical
communication
Flair & selective Sanoma
magazines
Media Editorial
Editorial coverage on Mobile habits

communication
Space
& readers generated stories
Image building campaign with ATL

Image
media coverage
building
Channel activation

Channel
Channel education briefing
Management 
telemarketing
Marketing
Development & production of

Technical costs
material
Content with a perfect match with

Tactical &
Content the Brand DNA
Sustainable
Brand Brand usage for Brand Licensing

Partial value
Equity

57. Mobile Offers & Awareness

58. Phase 1 Phase 2
o Mobile Customers Acquisition o Mobile Advertising Acquisition
Launch the Marketing Strategy - Building Building pricing scheme for Advertisers on
reason to believe versus Mobile this new platform - Respect platform
competitors & Media competitors - trail & specifics regarding intrusion - Build reach
error acquisition methods - build sales process respecting strict Telecom
Digital
channels to assure sustainable return regulations
Sanoma Determinants ::
o
Sanoma Determinants ::
o
Organizational constraints - objective
Organizational constraints - financial settings
recourses - strategic problems
Marketing Strategy
Brand Licensing ::
Empowering the brand
o
Postpaid
Flair
▭
Libelle
▭
Femmes
▭
...
▭
Humo
▭ Users
Télémoustique
▭
Users to ARPU GSM Advertiser
o o o o
Members increase universe Services
Mobile Mission
° “To generate revenue by... [being the most differentiated & selective mobile
player in the relevant Sanoma Segments] ... so that we ... [provide a an answer
to the needs of the Users & mobile platform to the Advertisers]. The unit will do
Offline
this by ... [centralizing the data of mobile Users - all gsm owners using Sanoma
mobile services & acquiring mobile Members - SIM card owner].”

59. Marketing Strategy
Postpaid
SMS services as acquisition tool Users
Creation of Mobile Universe
Step 1 : building of a database by using the mobile services

 services • SMS alerts for pocket . gifts . events
 content • astrology . wellness . style
 play & win • competitions . puzzles
 Step 2 : opt-in of the universe for mobile marketing purposes
 = creation of the mobile universe

60. Marketing Strategy
Postpaid
SMS services as acquisition tool Users
Creation of Mobile Universe
Weekly SMS mailing to customer base

– Recharge reminder
– Extra Flair pocket advantages ° free drink, wellness treatment
– Content advantage: free subscription for SMS infotainment services
o Retention
o Usage stimulation
o Exclusive adantages
o Clear «what‟s in it for me» for the customer

61. Marketing Strategy
Postpaid
Acquisition from Mobile Universe Users
Acquisition from Mobile Universe
Mobile Population
•
Global Mobile Universe
Mobile Users *
SMB Mobile Services
Mobile Members **
SMB « SIM » Advantage
User : All users of SMB Mobile Services
Member : Activated SMB SIM in device + active user

62. Marketing Strategy
Postpaid
Approach & implementation
Approach & implementation & retention
Acquisition Users
Acquisition & retention
Automatic Reload /
Reload again / Become postpaid
Time
Postpaid
Continue reload
Few credit left, reload again
First Reload
Reload your SMB prepaid SIM
SMB Prepaid SIM Activation
Get SMB prepaid SIM
SMB Mobile Services Usage
Use SMB Mobile Services

63. « Looks nice, but what about mobile
content »
content

64. Mobile SMB Content
Sustainable Implementation 2.
Some key leverages of the web ::
 The web is about engaging the surfer
 The web is about tasks
 The web is about the surfer trying to find the content
 The web is about peer to peer
 The web is about making choices
 The web is about some hits and a long tail
Source : ° 2. S. Owsik - Internet BU 7/01/2008


65. Publishers are the most credible partners for content
International Review Mobile Publishing
The credibility of online journalism & news content is rather high:
13% of respondents state that the Internet is their most trusted form of news
70% think that print magazines are credible whereas 50% think that online magazines
websites are credible
72% of respondents say that separating editorial and advertising is very important.
When online editorial and advertising intertwine, it can reduce the credibility
“A publisher‟s expertise is in content, not in manufacturing or distribution.
Even though there is more content than ever available online, a lot of it is junk. Consumers need someone to edit the good from the bad.quot;
Bruce Chizen, CEO Adobe “Producing editorial requires specialist skills that not everyone can provide. It is preferable to keep it all under
the one roof.” Keith Grainger, chief executive of Redwood
Source : The Online New Association


66. Making money online: Three business models
Volume strategy Value strategy
Hybrid strategy
World of Warcrafts
Disney MTV - Viacom
Google
• No clear demarcation between the
 Media aggregation and  Consumer direct payments model
distribution platform strategies of advertising and  Companies such as iTunes and online
 Consolidating access to a large consumer payments gaming sites have started to see success
• Wide array of offerings that that are
variety of content along with with this model
strong local and national free and ad-supported as well as  Creating a compelling and unique
advertiser relationships subscription-based experience for consumers who are willing
 Huge audiences to generate • Replicates the broadcast model of to pay for the service
advertising revenues free programming supported by  The value per user is high, though the
 Mix of innovative content, advertising overall user base is lower than in the
addictive experience and a „volume strategy‟
creative revenue model  Viacom‟s success hinges on its ability to
attract users through a targeted and
segmented approach. It treats its TV
shows as brands and has created micro-
sites around them; for example, MTV
alone has 139 websites. 20 Viacom‟s
strategy of creating micro-sites is aimed
at taking advantage of the fact that the
Internet is leading to audience
fragmentation, creating smaller
communities with distinct tastes and
behaviors.

67. Scenarios for Mobile Content Revenues
These are 3 extreme case scenarios, which form the basis of revenue forecasts. It seeks to

identify which category of mobile content player retains what proportion of net retail mobile content
revenues.
This scenario assumes that all retail revenues for mobile content accrue to content provider.

Dumb Pipe
 Third parties are able to develop a significant business providing enablement & content mgt
services & MNOs are focused exclusively on network operations
All retail revenues for mobile content accrue to the content provider, however the MNOs

Smart Pipe
 develop a strong wholesale portfolio of network-related & other enablement services that will
allow them to earn revenue from content providers & third parties
On-portal All mobile content revenues are generated by operators through portals. Operators are


focused on a retail revenue model & do not generate mobile content-related wholesale
revenues.
In the mobile content arena, different business & revenue models will co-exist. Most likely a blend

of all three scenarios will be exist. Adapted for each market, according to end-user behaviour,
adapted in each country.
Source : Whitepaper ° Modelling a Mobile Future - Juniper

Research 2008 - 2013

68. Scenarios for Mobile Content Revenues
This scenario assumes that all retail revenues for mobile content

accrue to content provider. Third parties are able to develop a
Dumb Pipe

significant business providing enablement & content mgt services &
MNOs are focused exclusively on network operations
All retail revenues for mobile content accrue to the content provider,

however the MNOs develop a strong wholesale portfolio of network-
Smart Pipe

related & other enablement services that will allow them to earn
revenue from content providers & third parties
All mobile content revenues are generated by operators through

On-portal
 portals. Operators are focused on a retail revenue model & do not
generate mobile content-related wholesale revenues.

69. Open & Closed = Both delivering Today
Telco Strategy Content Strategy
Magazine Brand
 Flair Mobile  HUMObile
 Mobile Universe
Other
 Kieskeurig.be
 NU.be
Brand
20.2.2009

70. Mobile Content . Magazine Brand
Telco Strategy
Magazine Brand
 Flair Mobile Closed Strategy
20.2.
2009

71. Mobile Content . Magazine Brand
Telco Strategy Content Strategy
Magazine Brand
 Flair Mobile
 Flair Mobile Closed Strategy & Open Strategy
20.2.
2009

72. Mobile Content . Magazine Brand
Magazine Brand
 HUMObile Open Strategy
20.2.
2009

73. SMS as acquisition tool for mobile internet
Objectives Approach
 Acquisition/discovery
– Box integrated in on line communication °
bannering . microsite
Acquisition
– Request to fill out mobile number
– send SMS with link to mobile website
 Viral
– Request to fill out your friend‟s mobile
number
– Automated call to friend‟s mobile phone
Viral
with introduction and
downloadinstructions
– Call to action to receive SMS with link to
mobile website
20.2.2009

74. Mobile Internet vs. Computer Internet
Mobiles are very personal some ads would never work on
Difference
PC‟s
M-sites must be optimized for mobile - screen size - lower
bandwidth - each specific device foresee a m-specific site
Physical from the ground up • less clutter as users see only 1 ad at a
time
Ways to save time or to kill time. A it‟s a personal device the
mindset differs. On a PC we browse for extended periods of
time - on mobile we expect snack-size information &
Mindset entertainment. For some content categories m-internet
becomes the preferred channel & tend to access it with a task-
oriented mindset.
Unlike PC‟s, mobiles are with us all day long • meaning that
Location • they can be located at any timed. Many analysts expect ad-
Location • supported, location-based services to expand dramatically.
Location • Especially the social ones eg.Twitter 6mio users. All such
respect privacy & opt-in rules
Some marketing truisms apply to all media, new or old :
consumers respond to coupons & promotions & the more
Timely targeted the ad, the better the response rate. Current reports
Response show great response rates also due to the timing - at the point
of interest
20.2.2009

75. Mobile Content . Other Brand
Content Strategy
Open Strategy
 NU.nl is developed without
Other
 NU.nl an Operator
 Nu.nl is a succesful online
news concept, with a no.1
position in the Dutch online
news segment
Brand
 NU has the potential of
becoming the first pan-
European online news
publsher & has a high
Mobile fit.
20.2.2009

76. Mobile Content Best & Worst
mobile web
mobile web is reaching critical mass
The pieces are finally falling into place. The Devices, Networks, Users, Brands
are on the same page. 2008 was the „late early stage‟, the end of the
beginning. The most mobile sites cluster around bottom effectiveness scale.
Exceptions are creating simple compelling experiences that entertain, satisfy
a real need or do both.
Source : The Best &Worst of the Mobile Web - 01/2009


77. Mobile Content Best & Worst
the principles
the principles of great mobile websites
According to a panel of mobi-gurus herewith some best-practice principles of
mobile sites. Mobile is not a niche with a mature market of mobile users it is
the opportunity to use the mobile web to strengthen relationships with
present & prospective customers when they‟re on the move.
Some services spring to mind - Sports . News . Finance . Weather . Travel .
Shopping . Social Networking - but any vertical that people are passionate
about deserves a mobile site.
Source : The Best &Worst of the Mobile Web - 01/2009


78. The principles of great mobile web
easy-to-find content
Winner BBC.mobi
Very popular within mobile marketers, it
serves only made-for-mobile content.
Itr‟s not the prettiest or the fastest, but
if you want good news, fast, it‟s hard
to beat.
Sinners
Give normal websites, they don‟t
recognize the fact that it‟s a mobile
device trying to access the site.
Source : The Best &Worst of the Mobile Web - 01/2009


79. The principles of great mobile web
other learning‟s
ESPN.mobi serves sports fans timely updates &
instant access to information about their teams &
sports
Google.mobi Google maps uses great technology
with well executed graphics
m.deredactie.be „Snackability‟ as a guiding
principle for mobile web, served quickly & easily -
short & sweet
Sinners

m.YouTube.com seems to have taken a one-size-fits all
approach instead of using device targeting. The site just
doesn‟t work on enough phones
m.FT.com no photos, loads quickly, the experience does not
reflect the formidable brand The Financial Times
represents.

80. The principles of great mobile web
principles
 Focus on location- & time-sensitive information
 Optimize the design around the mobile
 Pages should vary as apposed to huge sequence of pages
Solve a real problem for a customer on the move & you‟re on to a winner

 Providing a Utility - includes entertainment - killing time is a need
 Provide generous portion of free content
 Distil your info for mobile users
Don‟t offer less versus your PC-site

 Mobile users have a shorter attention span - snack-sized pieces
 Advertiser-friendly as mobile.nytimes.com
 We hate having to scroll!
 Make PC-sites detect mobile visitors & redirect to the mobile site &
Detect Devices : if it doesn‟t work on a Nokia, what‟s the point ?

„Searchability‟ get picked up by the search engines

 Test & Learn is key - try, test, measure, try again

81. « We are in the advertising
business, indeed »
ads

82. Mobile advertising offers long term opportunities
Mobile advertising
 Mobile advertising is to grow twice as fast as Internet advertising but it usually represents less than 10% of the media mix 2007
 Online advertising trend in Belgium reflects the European one with €182 million spent in 2006 {7% of total ad spend}, including
classified advertising and search marketing {42% and 31% respectively of online total}
 Belgium scores lamentably poor in mobile internet. With a penetration rate of 0.3% on the EU list of mobile internet use, Belgium
ranks last, behind Cyprus & Bulgaria. A few years ago, Belgium still headed the list of broadband penetration via the fixed-line
network. The present lag is the consequence of high prices & the silly ban on conditional sales. Belgium was bogged down into
inertia & an ostrich attitude obstructing a free market. Competition is essential to stimulate innovation.
IAB Europe Internet Advertising Expenditure 2006, Online Marketing Survey 2007
Sources:
UK, Guardian Unlimited Website, European Association of Communication Agencies - De
Tijd – 4 December 2008

83. Operator Problem = Media Opportunity ° Why don‟t we all
have SmartPhone‟s ?
... but will increasingly need to
rely on partners to be
... but the increased telco-cost
The shift from mobile calls to
competitive & different & ... as
needs a USP = Media Content -
Mobile Content - is already a
the Gsm subsidization will
the what‟s in it for me
given for Operators …
increase the number of
multimedia Gsm‟s …
200
100
0
commissioning marketing + advertising
SAC without handset SAC with handset
promotions handset
Penetration of 3G handsets in Belgium and The
Average Subscriber Acquisition Costs ° €/subscriber
Netherlands
Growth of mobile data revenues
Subsidized GSM‟s = Higher telco cost ° Boom of SmartPhones = need for Media
20.2. 8
Content for differentiation
2009 3
83

84. Mobile Medium = Now
Smart Phone is the growth market • Western
Ubiquitous Nature of Mobile
Europe
 The relatively low cost of a mobile devices
means that they are accessible by many more
consumers than computers. Worldwide : 4
billion mobiles - 1 billion computers.
 Marketers have real-time access to more
people, in more markets, using a efficient
media, providing clear ROI.
 Having a defined mobile advertising strategy
could be a requirement not an option
 Mobile’s ability to provide targeting by age,
gender, location, time of day/week & to
facilitate 2-way communication make it one of
the main reasons that m-advertising has a In Mio of units - 2009
large potential
Mobile has the potential to become a large & effective marketing channel
20.2.
2009

85. Mobile Medium = Advertising Medium
Mobile Advertising revenues in
Mobile Advertising is a given
The Netherlands today - 2012
 According to PriceWarehouseCoopers the
revenues of mobile advertising in The
Netherlands would increase from 60 millions
in 2009 to 145 millions in 2012
 We believe that, thanks to the subsidisation of
its telecom market, Belgium should constitute
a similar market, in terms of Mobile Internet
access & mobile content consumption
 Belgium will see a delay in the adoption of
Mobile Advertising - we should prepare for the
same scenario The Netherlands, France,
Source: „Mobile Advertising 2009‟, PriceWaterhouseCoopers
Germany, see since 2 years now
SMB approach towards mobile advertising will have a strong impact on its future
20.2.
potential revenue
2009

86. Advertising Model
Non Ad Funded Content
wear
black
shoes and
brown
skirt
20.2. 8
2009 6

87. Advertising Model
Ad Funded Content
we’re working BURGER
on your
answer.
Want a free
burger? reply
to this message
with BURGER
Buy 1 and
wear
get 1 for
black
free with
shoes
this code
and
XZA123
brown
skirt
20.2.
2009 87

88. « Do you like examples, so do I »
bench

89. Mobile Content . Branded Service
First Branded Mobile Service Open Strategy
Flair Mobile - 3 Suisses MMS service
Objective • create a first branded
service appealing to the audience
Method • take into account
- brand image aspect
- virality possibilities
- call-to-sales potential
- informative, but in a fun way
- personalization
Return • 1:5 to 1:10 - media space &
press coverage

90. 3 Suisses & Flair Mobile
Mobiles are very personal some ads suite customers
personality
MMS Subscription service that provides to any MMS-
enabled Belgian mobile user weather forecast in a
very innovative way • 2009 Mobistar Innovation Award
Award Winning
winning
Each day, subscriber receives weather forecast with a
personalized outfit proposition from advertiser
Service Mach Up
catalogue • 3 Suisses
Subscriber can keep the message,
send it to a friend or call 3 Suisses
Activation
to get more info about the outfit or
even order it
Member advantage •
Advantage
for free the first week

91. Mobile Content . Magazine Brands
First Branded Mobile Service Open Strategy
Elle Mobile France
 Mobile Internet on & off
Objective • create a first branded deck
service appealing to the audience
 Open model
Method • take into account  Advertising enabled
- brand image aspect
 Information & Inspiration
- virality possibilities
 Video
- call-to-sales potential
 LBS
- informative, but in a fun way
- personalization  Pass
See also by Lagardère Active
Return • 1:5 to 1:10 - media space & France: Auto Moto, Public, Elle à
Table, Elle Astro, Télé 7 Jours,
press coverage Sports.fr, Football.fr, Boursier.com,
Virgin17, MCM ou VirginRadio

92. Covergirl & ELLEgirl Mobile
Mobiles are very personal some ads suite customers
personality
 Increase brand awareness of the „Clean‟ makeup
line
Objectives
 Drive in-store purchasing
 Create an opt-in mobile audience via SMS club
 Custom micro-site with :
 Interactive shade finder
Campaign
 Store locator
 Sponsored integrated content on Ellegirl Mobile
 >1.5mio impressions
 >400K unique visitors to micro-site
Results Case
 <20K users opt-ins • 5%
 Very high CTR • 8%
 Elle: 450K monthly visitors
 ElleGirl Latina : 590K monthly visitors
Results Mobile  Woman‟s Day: 120K monthly visitors
 Advertisers among others : Always, Knorr,
Ragu, Herbal Essence, Covergirl, Venus Gilette, Samsung

93. Mobile Content . Branded Service
First Branded Mobile Service Open Strategy
Eurostar • Girl Geeks London action
Objective • enhance opinion leader
experience marketing action with a
mobile application + create virality
with a web application
Method • take into account
- GSMs used by Girls
- social tools they use
- mobile phone usability constraints
- stimulate conversations around
the experience and the brand
- provide a service based on their
geographical position

94. “We want to work with you all”
Chris DeWolfe • CEO MySpace
Carole Lamarque
Business Unit Mobile • Sanoma Magazines Belgium
http//:mobilecatchup.blogspot.com
+32478337000
Fabian Tilmant
Cleverwood
www.cleverwood.be/blog
+32486286190

95. TRENDS SESSIONS
What women want ... in Mobile?
 Segmentation in Mobile - Fabian Tilmant
 Mobile usage: what women do, what women want, what women
expect - Melanie Mc Cluskey
 Mobile as a media: How to provide information, inspiration, social
awareness & participation and entertainment to women segment - Carole
Lamarque
 Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean

96. BRANDS AND USERS NEED TO HAVE A
NEW DEAL
USER ATTENTION
USER ENGAGEMENT
INTERACTIVITY
BRANDED UTILITY
PERCEIVED VALUE
USER DEVICE NETWORK BRAND

97. What is today your mobile and New Media strategy ?

98. What is today your mobile and New Media strategy ?
THINK :
A senior mobile consultant to
help you drawing a mobile
strategy for you in a few days

99. What is today your mobile and New Media strategy ?
BRAINSTORM :
Hire an expert for a half-day
workshop on mobile marketing
and mobile strategies.

100. What is today your mobile and New Media strategy ?
ANALYZE :
Cleverwood will realize a
detailed audit and benchmark to
highlight where you are and
draw a roadmap where you
could go.

101. What is today your mobile and New Media strategy ?
PLAN and MANAGE:
Hire one of our senior program /
project managers to plan, select
third-parties, follow-up and
manage your projects

102. What is today your mobile and New Media strategy ?
OPERATE:
We have for your full-time and part-
time resources to operate your online
projects (bloggers, social media
specialists, online media campaign
planners, wap content managers, web
managers…)

103. QUESTIONS ?
THANK YOU !
Cleverwood is your New Media
Consulting partner, providing
expertise, knowledge and
consulting services for Web,
Mobile, Interactive Television
and emerging channels.
And tweets down here
Summary over here
Videos will be right there
Pic’s will be here
Slides will up be there
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