The Big Learn - Mobile Basics Presented by: Cecil Odom May 13, 2010 Ogilvy

1. Mobile Basics May 13, 2010 Cecil Odom Mobile Strategy cecil.odom@ogilvy.com

2. Basics

3. Mobile has come a long way!

4. Minefield!!! vs 4

5. Variety x:y ...176 x 208; 240 x 320, 352 x 416...

6. Lack of Standardization

7. Major Mobile Milestone Reached (Jan. 2010 CES) Nokia CEO – Olli Pekka Kallasiuo reported at CES that mobile devise accessing internet services passed PC’s globally. When you’re using your iPhone/Black Berry to access your Email, Facebook, Twitter, B of A bank account, with the use of embedded and downloadable apps this became possible.

8. Paths to Purchase Purchase paths will change as it has with the use of the internet. Evolved mobile devices will become people’s invaluable guides down this path. Brands must continue to allow for this.

9. television print online mobile Mobile Ecosystem Mobile Integration Device GUI Services Network Operator 3rd parties Value Chain 9 9

10. The Mobile Marketing Association (MMA)Mobile Marketing – Definition A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

11. Set of Practices These are created through contributions from the activities of or actions from institutions, industry players, advertising and media. The results are often utilized direct response, promotions, relationship management, CRM, customer services, loyalty programs, social marketing, and all the many faces and facets of marketing.

12. Engage Tostart relationships, acquire, generate activity, stimulate social interaction with organization and community members, [and] be present at time of consumers expressed need. Furthermore, engagement can be initiated by the consumer expressed need.” Engagement can be initiated by consumer service(“Pull” inform of a click or response) or by the marketer or provider (“Push”).

13. Tools Used to Determine Billable Value for Mobile Movement: Not where I am but how I move. Better than location services. Moment: Expansion of your concept of time. The use of a your device feature set to trigger actions to physical mechanisms from virtual space. Creating more useable time in your day. Multi-User: Communication to multiple individuals simultaneously without actively engaging them. Money: The expansion financial services. Services that utilize existing features on your device. Machines: The empowerment of devices, gadgets and simulations will aid in the proliferation of new tech and innovation will make the acceptance, discovery and use of innovation concepts easier for consumption.

14. Influential’s Individuals are becoming super-connected as they’re likely to be at the adoptive end of the technology curve. More than ever it is vital for brands to understand connective technology, if they are to communicate with and recruit Influential groups.

15. Absolute Connectivity Created by the increase of smart devices. This offers opportunity but perhaps more threatens brands which do not evolve. Permanent and easy access to total information is a risk for brands that aren’t market leaders.

16. Mode and Mood Moods are becoming increasingly track-able and so targeted through a constant data dialogue. Time arguably will become much less relevant as a constant in communications planning. At the same time, brands will need to be mindful of the style of communication or risk being seen as intrusive.

17. The Seven Most Important Things to Know About Mobile Mobile, the Personal Mass Media Permanently Connected Always Carried Built-in Payment Mechanism Available at a creative impulse The most accurate audience info Capture social context of consumption

18. The Ten Needs That Mobile Serves Communication Device Consumption of Media Payments/Charging Device Advertising Vehicle Creation Platform Social Networking Platform Fashion Item / Accessory Remote Control Offers Context Beyond Reality Cyber / Connection to all life forms (Plants, Animals, etc)

19. Connected Devices There’s continued wireless shift away from voice" to generate revenue growth and additional subscriptions. At AT&T the number of connected devices sold shrank sequentially in the first quarter of 2010, they made up a higher proportion of overall sales in the quarter. As new subscriber growth continues to slow. AT&T will increasingly rely on connected device sales to drive growth in 2010.