How to choose Mobile Marketing

2. Hvem er vi
Nicolai N. Worsøe
+45 27890221
nnw@telecomscandinavia.dk
Carsten Gildum
+45 28192858
cgi@telecomscandinavia.dk

3. Facts
Comparison of Sizes Globally 2009
Newspapers daily circulation 480 million
Cars registrated in use 800 million
Cabel/Satelite TV subscriptions 850 million
PCs in use incl. laptops 1,0 billion
Fixed landlines telephones 1,2 billion
E-mail active users 1,3 billion
Internet active users (using any access) 1,4 billion
Television sets 1,5 billion
Credit card – unique owners of 1,7 billion
Mobile phones – unique subscribers 3,1 billion
Mobile phone subscriptions in use 4,0 billion
Compared to people in the world 59% of the entire population has a subscribtion
In 66 countries the subscribtion has now extended 100 %
Source: Tomi Ahonen

4. A survey from Nokia concludes that:
73% uses their phone to check time instead of wearing a wristwatch
72% uses their phone as their alarmclock
25% of British couples sleep seperatly part time because the other one is texting in bed.
Source: Tomi Ahonen

5. The mobile phone is within reach 24 hours a day
We practically sleeps with the phone – the mobile is serving as our alarm clock
We Look at the display every 11th. minut
We even take the phone with us on the toilet !!
Source: Tomi Ahonen

6. Don’t use the mobile for everything
the 30 / 30 rule
30 minuts 30 seconds
PC Mobile
Planned Unplanned
Sitting Standing / Walking
Create Consume
Concentrate Multi-task

7. Source: CTIA Semi- Annual Wireless Survey

8. Global Smartphone Share of Html Mobile Page View / Mobile Internet + App Usage / Unit Shipment
Source: Morgan Stanley

9. Mobile Users > Desktop Internet Useres
Within 5 Years
Internet users (mm
Source: Morgan Stanley

10. Global Mobile Apps Download
Downloads (mm)
Source: Chetan Sharma Consulting 2010

11. Gender
Age
Kilde: AdMob Mobile Metrics Report 2010 / AdMob

12. Mobile Buzz Words
RIM Apps
Java MMS Smartcodes
SMS OS
Flash j2ME Web 2.0
No talk about technology – only value added solutions

13. Apps
Pros Cons
Faster Greater availability with mobile browser
Better functionality Less spending costs
Better Security The speed of the internet grows rappidly
Top-of-mind
Bette visual opportunities
Not depended of network cover

16. Case: YELL.COM (UK)
iPhone app:
• Find Catagories near you
• Create lists with favorit catagories at specific
locations
• “Swipe” between lists
Safari browser:
• Map Based Search
• Zoom and ”drag” maps
iPhone app, iPhone Safari browser, Blackberry app, JAVA app, alm.
browser

17. Case: DEX (US)
iPhone and Android:
• Search for Businesses,
names and numbers
• Search for Movie Theaters near by
with movies and schedule
• Map search
• Reviews
• Favorites og History
iPhone app, iPhone Safari browser, Android app, Blackberry app, JAVA app, alm.
browser

18. Case: AutoTrader (CA)
Alm. browser:
• Adjusts to all mobile browsers
• The Client has in short time created over 2000
sites based on 3 templates in AdsiteBuilder
Alm. browser

19. Location Based Services
Zipcar Combines Mobile Internet + GPS

20. Augmented Reality
New York Subway

21. Why brands should launch branded mobile apps?
• Hype
(Coca Cola, Nike, Mercedes, Kraftfood and Pizza Hut are doing it)
• Most Succesive apps – from a reach perspective = Entertainment
(iPint, Barclays Waterslide, Volkswagen Polo Callenge, Malibu Bowling)
• Greatest ROI
(North Face Snow Report, Yellow Pages, Timeout by Smirnoff ect.)
"Never dismiss branded utility. It's a lot easier to be repeatedly useful than
repeatedly funny.”
Rory Sutherland, Executive Creative Director at OgilvyOne

22. How to choose mobile platforms (iPhone, Android,
Blackberry, Java, Widgets, etc)?
• What is your objective? PR or Mass market reach?
• Who is your target audience? Markets? Niche segments?
• Where will you get the most attention for the least money? Many operators
and handset manufacturers offer very attractive distribution deals.
• How much are you willing to spend?
• How important are mobile for you ?

23. Next step….
• Analyze your market
• Define your needs
• Make your mobile strategy
• Have a plan – and stick to it !!
• Find your right mobile partner.

25. Q&A