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Mobile Game Changers!
MAD World Asia 2012!
Mobile Show Singapore!
26th April 2012!
!
Ville Kulmala – Mobile Spark!
Twitter: @villekulmala!
Who are we?!
Ville Kulmala (Finland) – Managing Director – Mobile Spark!
!
Twitter: @villekulmala!
!
-  Over 14 years technology and business consulting
   experience for global companies such as Nokia, Accenture,
   ING, ABN AMRO, Heineken, KPN, Areva, Logica and Fortis.!
!
-  Mobile Spark is a mobile marketing agency, with offices in
   The Netherlands, Finland and Hong Kong. !
!
-  Chairman for +1000 members strong Mobile Monday
   Thailand.!

 !
Mobile Game Changers!
1. Web Apps for Mobile Marketing !
!
-  Case for Web Apps as mobile marketing tool!
!
2. Mobile Word-of-Mouth !
!
-  How to take advantage of WOMM in a mobile!
!
3. Social Mobile – The Big Picture!

-  Past, current and future of mobile social media!
Web Apps for Mobile Marketing!
Stats – Mobile Web vs. Native !
Na#ve	
  apps	
  and	
  mobile	
  web	
  con#nue	
  to	
  grow	
  on	
  separate	
  
paths.	
  Fragmenta#on	
  con#nues.	
  Of	
  all	
  users:	
  
	
  
36.4%	
  use	
  their	
  mobile	
  browser	
  
	
  
34.4%	
  use	
  their	
  na5ve	
  Apps	
  
	
  
Twi$er	
  
	
  
14%	
  use	
  their	
  mobile	
  browser	
  
	
  
8%	
  use	
  their	
  na5ve	
  Apps	
  
	
  
	
  
(Comscore	
  –	
  US	
  based	
  users)	
  /	
  (Twi6er)	
  
Positioning - Mobile Web vs. Native !
Na#ve	
  apps	
  and	
  mobile	
  web	
  have	
  differen#a#ng	
  posi#oning	
  
for	
  a	
  client	
  interac#on.	
  
!
Mobile Web ! !è Discovery!
- Linkable!
- Searchable!
- Shareable!
- Trackable!
!

Native Apps !è Loyalty!
!
!
!
Ref. Google!
Mobile Marketing Perspective “Funnel”!
    Mobile	
  Web	
  vs.	
  Na=ve	
  
    Na#ve	
  apps	
  and	
  mobile	
  web	
  con#nue	
  to	
  grow	
  on	
  separate	
  
    paths.	
  
    	
                                        Convert	
                             Loyal	
  
                                              Exis#ng	
                               Customer	
  /	
  
New	
  Customer	
                             Customer	
                              Evangelist	
  
                        Discovery	
                                Loyalty	
  


    !
    !                 Mobile	
  Web	
                             Na5ve	
  (web	
  too..)	
  
    !
    !
    !
Mobile Word of Mouth!
What are your 3C’s ?!


Complete Consumer Cycle!
!
“Consider your customer’s full
interaction cycle”!
Case Study - Travel Industry!
                      Case for Hotel Bookings
                      apps (red).!
                      Case for Photo Sharing
                      apps (blue).!
                      !
                      -  Most interactions only
                         focused on one step!
                      !
                      -  Relative importance of
                         other customer
                         interactions ignored.!

                      -  All steps should be
                         considered for mobile
                         marketing strategy.!
Case Study – High Impact Facebook!
!
Spotify!
!
-  Seamless Facebook integration!
-  Fully integrated mobile app!
-  Facebook Timeline since Jan 12!
-  Sharing enabled in-app!
-  Artist pages link to Spotify!
-  Facebook / Spotify partnership!
!
“All roads leads to listening music on Spotify”!

  !   !   !   !   !   !   !   !   !   !   !!
Case Study – High Impact Twitter!
Nike + FuelBand!
!
-  Very popular product!
-  iPad/iPhone Native App !
   !(partner)!
-  Integrated Twitter account !
   !and missions!

  !   !Yet   !
!
-  Facebook “separation” and !
   !“monologue” !
-  Physical device / App not !
    fully integrated!
!
Social Mobile – The Big Picture!
Social Macro perspective – 3 yrs ago!
Social Macro Perspective – 2 yrs ago!
Social Macro Perspective – 4 days ago!
Social Macro Perspective – The Law!
Social Macro Perspective - The Future!
Social	
  Mobile	
  Web	
  
	
  
-­‐  More	
  sharing	
  about	
  everything,	
  increase	
  of	
  sharing	
  without	
  ac5on	
  

-­‐  Facebook	
  and	
  others	
  will	
  expand	
  their	
  ecosystems	
  to	
  the	
  mobile	
  

-­‐  More	
  means	
  to	
  share,	
  third	
  party	
  developers	
  offer	
  a	
  way	
  to	
  tap	
  in	
  
     to	
  new	
  opportuni#es	
  on	
  a	
  mobile	
  
	
  
Take	
  advantage	
  of	
  new	
  mobile	
  tools	
  
	
  
-­‐  Posi5on	
  yourself	
  for	
  the	
  growth	
  –	
  being	
  first	
  does	
  pay	
  off,	
  but	
  it	
  
     can	
  be	
  painful	
  	
  
Conclusion!
1.  Mobile Web Apps for Marketing !
    !
    Discovery - Mobile Web App is Discoverable !

2.  Social Mobile Word-of-Mouth Marketing!

    3C’s - Cover your Complete Customer Cycle!

3.  Integrating your Social Mobile Marketing efforts!

    Think Future - Position your mobile efforts!
    for growth!
!
Thank you!!

Ville Kulmala – Director!
!
Twitter: @villekulmala!

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MAD World Asia - Mobile Show Singapore - mobile game changers - 26th april 2012

  • 1. Mobile Game Changers! MAD World Asia 2012! Mobile Show Singapore! 26th April 2012! ! Ville Kulmala – Mobile Spark! Twitter: @villekulmala!
  • 2. Who are we?! Ville Kulmala (Finland) – Managing Director – Mobile Spark! ! Twitter: @villekulmala! ! -  Over 14 years technology and business consulting experience for global companies such as Nokia, Accenture, ING, ABN AMRO, Heineken, KPN, Areva, Logica and Fortis.! ! -  Mobile Spark is a mobile marketing agency, with offices in The Netherlands, Finland and Hong Kong. ! ! -  Chairman for +1000 members strong Mobile Monday Thailand.!  !
  • 3. Mobile Game Changers! 1. Web Apps for Mobile Marketing ! ! -  Case for Web Apps as mobile marketing tool! ! 2. Mobile Word-of-Mouth ! ! -  How to take advantage of WOMM in a mobile! ! 3. Social Mobile – The Big Picture! -  Past, current and future of mobile social media!
  • 4. Web Apps for Mobile Marketing!
  • 5. Stats – Mobile Web vs. Native ! Na#ve  apps  and  mobile  web  con#nue  to  grow  on  separate   paths.  Fragmenta#on  con#nues.  Of  all  users:     36.4%  use  their  mobile  browser     34.4%  use  their  na5ve  Apps     Twi$er     14%  use  their  mobile  browser     8%  use  their  na5ve  Apps       (Comscore  –  US  based  users)  /  (Twi6er)  
  • 6. Positioning - Mobile Web vs. Native ! Na#ve  apps  and  mobile  web  have  differen#a#ng  posi#oning   for  a  client  interac#on.   ! Mobile Web ! !è Discovery! - Linkable! - Searchable! - Shareable! - Trackable! ! Native Apps !è Loyalty! ! ! ! Ref. Google!
  • 7. Mobile Marketing Perspective “Funnel”! Mobile  Web  vs.  Na=ve   Na#ve  apps  and  mobile  web  con#nue  to  grow  on  separate   paths.     Convert   Loyal   Exis#ng   Customer  /   New  Customer   Customer   Evangelist   Discovery   Loyalty   ! ! Mobile  Web   Na5ve  (web  too..)   ! ! !
  • 8. Mobile Word of Mouth!
  • 9. What are your 3C’s ?! Complete Consumer Cycle! ! “Consider your customer’s full interaction cycle”!
  • 10. Case Study - Travel Industry! Case for Hotel Bookings apps (red).! Case for Photo Sharing apps (blue).! ! -  Most interactions only focused on one step! ! -  Relative importance of other customer interactions ignored.! -  All steps should be considered for mobile marketing strategy.!
  • 11. Case Study – High Impact Facebook! ! Spotify! ! -  Seamless Facebook integration! -  Fully integrated mobile app! -  Facebook Timeline since Jan 12! -  Sharing enabled in-app! -  Artist pages link to Spotify! -  Facebook / Spotify partnership! ! “All roads leads to listening music on Spotify”! ! ! ! ! ! ! ! ! ! ! !!
  • 12. Case Study – High Impact Twitter! Nike + FuelBand! ! -  Very popular product! -  iPad/iPhone Native App ! !(partner)! -  Integrated Twitter account ! !and missions! ! !Yet ! ! -  Facebook “separation” and ! !“monologue” ! -  Physical device / App not ! fully integrated! !
  • 13. Social Mobile – The Big Picture!
  • 14. Social Macro perspective – 3 yrs ago!
  • 15. Social Macro Perspective – 2 yrs ago!
  • 16. Social Macro Perspective – 4 days ago!
  • 17. Social Macro Perspective – The Law!
  • 18. Social Macro Perspective - The Future! Social  Mobile  Web     -­‐  More  sharing  about  everything,  increase  of  sharing  without  ac5on   -­‐  Facebook  and  others  will  expand  their  ecosystems  to  the  mobile   -­‐  More  means  to  share,  third  party  developers  offer  a  way  to  tap  in   to  new  opportuni#es  on  a  mobile     Take  advantage  of  new  mobile  tools     -­‐  Posi5on  yourself  for  the  growth  –  being  first  does  pay  off,  but  it   can  be  painful    
  • 19. Conclusion! 1.  Mobile Web Apps for Marketing ! ! Discovery - Mobile Web App is Discoverable ! 2.  Social Mobile Word-of-Mouth Marketing! 3C’s - Cover your Complete Customer Cycle! 3.  Integrating your Social Mobile Marketing efforts! Think Future - Position your mobile efforts! for growth! !
  • 20. Thank you!! Ville Kulmala – Director! ! Twitter: @villekulmala!