A short deck presented at TFM&A for eConsultancy, 2nd March 2011

1. Mobile and Social Generating new types of customer interaction

2. About Me... 11 years’ hard labour in mobile marketing Author of ‘Insights into the Mobile Future’ report for UK Government Director of Customer Strategy at Mobile Interactive Group @timmcdunn

3. .com Paid Media Call Centre Branch Brand Service Consumer then

4. Service Brand Events Gaming Branch .com Mobile Sponsorship Blogs Paid Media Consumer Call Centre Social Networks Mobi Apps now

7. Addressing the Digital Native Us Them

8. Choice I’m the customer... I want what I want, when I want it

9. Generational Brand Gap Wha’eva... Social Networks Mobile web Widgets Games Mates Email Apps SMS Viral IM Buy it! Buy it! Branches Call Centres Own-brand web sites TV Advertising Direct Mail Outbound calling

10. No...

11. No...

12. The end of Pull and Push Service advertising Call centre Branch Web log-in Statements DM Outbound dial Paper vouchers

13. Brands should just ‘float’ ...naturally within the user’s daily life

14. The smartphone revolution... Young users, who are addicted to digital products and communities, will place the smartphone at the top of their device wish-list, leading to near universal take-up within two years Q1 2011: 45% smartphone penetration in the UK ComScore High digital usage 2011 2013 Smartphone penetration Adults are the current key market for smartphones due to their high tariff and previous exclusivity to Pay Monthly tariffs. However, fewer habitual users of social and digital products mean that not all adults will want one Medium digital usage 2011 2013 Older users who make little use of digital platforms, and for whom new devices are a source of confusion or discomfort, will be less likely to acquire a smartphone Little digital usage 2013 2011

15. The big players in mobile...

16. Google Android OS set for 40% market share by 2014 20% of all search to move to mobile by 2012 (93.8% share of market) YouTube 100m mobile plays per day HTML5 version for iOS AdMob purchased for $750m

17. Apple 50% of global mobile data – 74% in the UK Captured 72% of Japanese smartphone market Generate doublethe profit of all other phone makers globally, despite 3% market share Acquired Quattro, released iAd to great reception App Store revenues for 2010 - $6.2bn

18. Facebook 200m active mobile users Mobile web, plus apps across every OS Embedded deeply into every mobile OS 200 mobile operators in 60 countries actively deploying Facebook products Facebook Zero rapidly spreading through the developing world

19. Facebook

20. So what does this mean for customer experience?

21. Friends Location Common Purpose? Time

22. Context

24. Your customers are probably here

26. x 3.5

27. 5m new mobile web users in 12 months Oct 09-10 – a 39.4% growth rate ComScore

28. Right

29. Even more right

30. How to design this experience?

31. Start creating true multi-channel experiences

34. Traditional Brand Communications Mobile Real-world digital Old-skoolweb Social Multi-channel User Experience

35. Methodology Reward Promotion Discovery Check-in Viral Content Redemption

36. Apps Web Advanced tech SMS Voice Mobile comms for everyone

39. Places Models Individual “25% off when you check in” Friend “Check in with 5 friends and get free drinks” Loyalty “Check in 5 times this month and get free personal shopper£ Charity “Go Large today and we give $1 to Kids Club”

43. Mazda Give away 5 cars a month plus 20% discount on certain models

44. Odeon Users check in and get free popcorn

45. Next Stage 1 Look for the yellow ‘deal’ card Stage 2 Select ‘claim deal’ Stage 3 Redeem at POS

46. CNN As part of CNN’s healthy eating drive, they partnered with US Farmer’s Markets Users check in to earn badge and get healthy food

47. The Future?

49. iPhone 5 will play a part...

50. ...in developing NFC Mobile ID recognition Contactless Retailers P2P payment Social interface Transport and ticketing

52. Facebook to REALLY connect Retailer

53. Have a great day! Come meet Mobile Interactive Group in the Upzone today Tim Dunn @timmcdunn

54. Econsultancy runs 30+ different courses covering digital marketing and e-commerce, as well as two MSc qualifications (see brochure) We also deliver training in-company if you've got a team.The Training & Qualifications Team is here so meet them after this session or visit Econsultancy at Stand H42 if you've got any questions.Don't forget your 25% discount on training courses (see flyer) - use it up to the end of this month!Econsultancy helps its 100,000 members build their internal capabilities via a combination of research reports and how-to guides, training and development consultancy, face-to-face conferences, forums and professional networking.For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation. 2 March 2011 Follow us @Econsultancy