Firat Isbecer
 Pozitron
 Managing Partner
 Twitter: fisbecer
 Galata Business
Angels, Endeavor,
Shakespeare In
Love, Lig Radyo.

 Mobile Strategy
 Timeline of Mobile Marketing
 The Mobile Ecosystem
 Types of Mobile Marketing
 Trends – Past, Present and Future
 SMS – MMS
 QR Codes and Mobile Ads
 Glossary
 Best Cases in Mobile Marketing
Todays Outline

 Use the three pillars of mobile strategy to guide your
marketing programs in each phase:
Immediacy: Provide content that is timely and
actionable in the moment.
Simplicity: Provide programs elements that are easy
to see and navigate on a mobile phone.
Context: Send relevant messages based on time,
location, and mobile behaviors
What is your Mobile Strategy?

Mobile Marketing Timeline
1995 2000 2005 2010 2011
Targeted Msgs
(2003)
Mobile Applications
(2007)
Sosyal Medya
Mkt
MMS Mkt
SMS Mkt
(2000)
Wap Banners
(2001)
Single Shot SMS
(2009)Interactive SMS
(2001)
Ringtones &
Screensavers
(1995)
In App Banners
Wap (1999)
Bluetooth Mkt
(2003)LBS Mkt
(1999)
Palm VII
Logo Mkt
(1994)
Ingame Advertising
(2007)
Sweepstakes
2002
Mobile Gaming
(1995)
QR Codes

The Mobile Shift
Slow
Connection
High Speed
Connection
Primitive
Devices
TouchScreen
Phones &
Tablets
WAP Apps and
HTML 5
Personal
Experience
Social
Experience

The Mobile Ecosystem
Networks
Carriers
Platforms/Operating Systems
Mobile Users
Handset
Manufacturers
DevelopersEnterprises

Change in Power Dynamics
• Satisfying user expectations is the main goal.
• Platform providers and developers are acquiring more
power over networks and carriers day by day.
www.pozitron.com

Basic Mobile Marketing Channels
www.pozitron.com
Thanks for visiting Six
Flags Magic Mountain.
We hope you had a
great time.
Connect
Real World
QR Code / Aug R
Mobile
Messaging
SMS
Platforms
Apps/Sites
LBS
Location Based-
Services
Mobile
Ads
Display/Search

QR Code Marketing
QR codes, or quick
response codes, are
two-dimensional
barcodes
QR code can be
produced on any
surface with sufficient
contrast

QR Code Marketing
11Copyright Pozitron 2010.
Yöntem 2: Cebe gelen barkodu okumak.
Yöntem 1: Basılı bir barkodu Cep telefonu ile okumak

12Copyright Pozitron 2010.
Hızlı ve mobil
alişverişte...
Derginizin Mobil Katalog’dan
Puan’larınızla ürün alın

13
McDonald Kart sahiplerine ikinci
menü bedava.
İŞCEP’i buradan cebinize indirin.
Coca-Cola reklam videosunu
buradan izleyin.
Copyright Pozitron 2010.

Augmented Reality
14Copyright Pozitron 2010.
Terminator 2 filmi. 1990’ların başı
2009 yılında ilk Augmented Reality iPhone
uygulaması App Store’da yerini aldı.

SMS & MMS Marketing (Content Based)
SMS marketing is still used by the
majority of companies.
100 million advertising SMS sent out
every month in Europe alone.
By 2008 worldwide MMS usage level
had passed 1.3 billion active
users who generated 50 billion MMS
messagesand produced annual
revenues of 26 billion dollars
SMS Marketing MMS Marketing
• 96% of people that receives texts
open them.
• Reach targeted costumers with
techologies like «Hedefli Mesaj»
• With Interactive SMS companies can
receive replies from customers.
• Its low-cost, fast and all of the mobile
phones supports SMS

SMS & MMS Marketing (Content Based)

More Content Marketing
Different marketing methods are used in
games such as creating branded game, ad
insertion to an existing game, ad funded
gaming and giving away free mobile games
Mobile operators and other companies give away
ringtones and screensavers in order promote
themselves. Highly popular in early 2000, the
interest in ringtones and screensavers remains.
InGame Marketing Ringtone & Screensaver Marketing

Proximity Marketing – Bluetooth
The Bluetooth based proximity marketing involves setting up Bluetooth "broadcasting"
equipment at a particular location and then sending information to Bluetooth enabled
devices within range of the broadcast server

Proximity Marketing – Location Based
A location-based service (LBS) is an information or entertainment service, which is
accessible with mobile devices through the mobile network and which uses
information on the geographical position of the mobile device
• 30 million people tried Facebook
places
• Foursquare gets 15.000 new users
everyday
• 2.4 million people use Foursquare
worldwide
• Gowalla has almos 1 million users

Location Based Services
Local targeting through geolocation gives merchants the tools they
need to get information for discount coupons, online deals

Location Based Services
Incentivize your most loyal brand advocates
Create rewards and reinforcements that meet
your business objectives
3rd Party LBSs are games above anything else;
be entertainment and encourage social sharing
Effectively target consumers at the most
important point in the consideration cycle
POS but also train your staff

Proximity Marketing – NFC Based
NFC tags are embedded in
the NFC Smart Poster, Smart
Product, Smart Book.
Any NFC-enabled phone can
activate this tag by placing the
device in close proximity.
GSM Based Services allows messages
(advertising, public information, etc.) to
be broadcast to all mobile users in a
specified geographical area.
ProximityMarketing– GSM & Cell ID Based

WAP Display and Search Ads
 Advertising implemented into the mobile
websites
• Text Ad & Image Ad
• Search Ads & Jump Page
Sold on Cost Per Click (CPC), Cost
Per Impression (CPM)
Platforms include iAd (Apple), Ad
Mob (Google) and all main Portals

Types of Ads
Banner + Video Custom Ads App Integration

InApp Advertisement and Marketing
 Putting ads inside the app
still remains as a business
decision.
 While some apps promote its
own brand and highlight
their campaigns, some use
ads as a source of income

Mobile CTR vs. Desktop CTR

App Marketing
 Enterprises are launching their
own apps to reach wider
audiences, especially the
younger tech-savvy audience
 Especially profitable for
eCommerce and mbanking
applications, mobile apps are
offering a brand new platform
to complete transactions.

Marketing through mCommerce
Any eCommerce done in a wireless enviroment,
especially via internet
 Mobile Commerce is expected to grow $31 billion by
2016 in US only
Type of mCommerce Services
 Financial
 Entertainment
 Shopping
 Payment
 Advertising

Social Media Marketing
Mobile marketing is not only constituted by company or agency
generated content. Some of the most influencial marketing
tools are social media apps that have user generated content.
Users like to share information with each other and express
their opinion, be the contributer not just the audience.

Wrapping Up...
The concept ‘Mobile’ refers to
the user, and not the device or
the application !!

Types of Mobile Marketing thru Channels
 Content Marketing
 SMS and MMS Marketing
 InGame Marketing
 Ringtone and Screensaver Marketing
 Proximity Marketing
 Bluetooth
 Location Based
 NFC Based
 QR Codes
 WAP Display and Search Ads
 Application Marketing
 InApp Advertising
 Mobile Social Media Marketing

Mobile Marketing Terms Trivia
Widget
QR Code
NFC Tag
HTML 5
Immediacy
Hedefli Mesaj
Proximity
Augmented
Reality
WAP Push
Roaming
Yelp!
Gowalla
Admob
Push Messaging
Pull Messaging

Türkiye’de Mobil Pazarlama ve Reklam
 Go Pepsi videosu
 İşcep videosu
 Mobil akşam (imaj)
 MMS
 1 kontör

Mobile Ecosystem Life Spans
• 16 mobile platforms since 1996
• 3 platforms are terminated and 3 platforms had replacements
Asymco.com
1997 2001 2005 2009 2012

Case Study – Starbucks