Presentation given at CMA conference in Halifax (http://www.the-cma.org/atlantic/atlantic.asp?WCE=C=47|K=229658)

3. (thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)

7. What is the Mobile Marketing Opportunity in today’s fragmented media landscape?

8. What we’ll cover in the next 324 slides or 45 minutes (whatever comes first) Canadian Mobile Stats Relevant U.S. & Broader Mobile stats The Mobile Media opportunity Five Things you need to know about the mobile web Five Things you need to know about mobile apps Four ways of making old media undead with mobile (using what we just learned) Where mobile fits in our digital marketing mix Questions & Answers

10. Mobile is becoming ubiquitous 93% by 2011 75% in 2009 Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

11. Usage by Province and Age Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

12. SMS is already Ubiquitous 20 Billion text messages sent in 2008 Estimated 40 billion in 2009 Over 1 billion SMS messages sent in 2008 on shortcodes Source : CWTA

13. Females and Persons 35-54 are Key Mobile Targets Females are gaining more ground in the mobile market Source: Source: comScore M:Metrics, US,, Persons 13+, 3mnth avg ending May 2005 - May 2009

14. Voice No Longer the Killer App:Mobile Browsers, Application Users and Downloads (Mobile Media Users) Growing 24% Year over Year Product: MobiLens Data: Three month average ending May 09 Country: US - N= 35,520

15. Facebook Dominates inMobile Social Media Source: comScore, Inc. US, 3 Mth Ave. Ending May 09, Ages 13+

17. =

19. 7.1% of RIM and Apple Owners TweetcomScore Inc. Mobile Metrix – August 2009 – Symbian, MS, and Palm OS comScore Inc. M:Metrics US – October 2009

20. Mobile Advertising: Not Just About Ringtones Anymore Mobile Web Drawing Diverse Advertisers

21. Mobile Media Opportunity

22. Multi-screening becomes ubiquitous Only 4% of the US online population say that they never use a computer while watching TV We can view this as fragmentation… or opportunities to engage more deeply with our audiences where they are already spending time comScore Plan Metrix April 2009

24. We’ve been predicting this for a while…

25. Mobile Web (aka WAP)… becomes relevant

26. 5things you should know about the mobile web More people will access the mobile web by 2013 than the “desktop web” (01/14/10 Gartner report) The user experience has to be optimized for the mobile web Mobile websites need specific purpose and relevance to users You can build mobile websites to work on all devices You don’t need to spend a lot to get a lot

27. .mobi thinking is not .com thinking

28. Mobile domain / URL strategies Source: http://www.mobilemarketer.com/cms/news/research/2988.html

29. Smartphones are HOT! About 4 million Canadians are accessing the mobile web through their mobile device 6 of the top 10 best selling phones are touch-based smart phones 25% of all new Canadian mobile sales in Q2 09 were smartphones. That rose to 47% in Q3 09. 55% of Canadians have indicated that they are looking to upgrade their mobile phones over the next 6 months By 2011 nearly all phones will be smartphones

30. Should you build an App for that?

31. Apps stores… More than Apple. Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg

33. Five things you should know about Mobile Apps It takes more work (for marketer and consumer) to drive people to a mobile app vs. a mobile website Allows you to build a richer experience without impacting data speeds / charges Allows you to take advantage of native phone features (camera, voice, “shaking”) Features can work offline There’s an App for that

34. App examples

35. There’s An App for that!

36. So… Wap or App? VS

37. DO BOTH! (but probably start with a mobile website)

38. 4 ways to make old media undead with mobile

39. Call to action with SMS that resolves to mobile web URL Rich Abronson, VP Marketing @ Gumiyo: “This is a clear indication of the power of SMS and the Mobile Web to increase the effectiveness of marketing campaigns that include an on-site promotional event or venue, and we believe the contributions of these channels will dramatically increase in 2010 and beyond”

40. Create a mobile website & promote it! Promote on all displays, POS, print & OOH W3C Compliant (works on all mobile devices) Leverages iphone webkit capabilities for enhanced menu features Build once – use many times

41. Create a mobile call to action with 2d / QR Codes

42. 2-D codes the near future of mobile marketing A 2-D code looks like a pixilated 1980s Ms. Pac Man game board Extend & create a more interactive mobile experience Enter a contest Get a coupon or gift certificate Get product information Download movie trailer Download music Access information on a mobile website Get directions to a location with a link to google maps (store locator)

43. Example: Stella Artois Stella Artois ran a contest across Canada with a QR Coded poster campaign (image below). The QR Code resolves to a mobile website where entrants can win a unique experience at a film festival, including the Toronto International Film Festival, the Vancouver International Film Festival, the Calgary International Film Festival and the Atlantic Film Festival. The experience includes meeting up with a film industry insider, attending a festival screening and VIP access to an exclusive party.

44. Japanese QR Coded Building(resolves to mobile web with up to date shop information)

45. QR Code Only Magazine A Japanese magazine Tada Gets (things for free) is now into its fifth issue. It is composed almost entirely of QR codes and by scanning these codes mobile users link to a variety of free ringtones, decorations, games, music, pictures and other content.

46. 7 things you should know about Bluetooth is the global short-range wireless standard Default range is 100m – but can be adjusted down 1.5 billion Bluetooth-powered devices worldwide 80 percent of new mobile phones come with Bluetooth Consumer awareness of Bluetooth at all time high Response rates are typically 5-10% Many blackberries do not support 2-way bluetooth… yet

47. Bluetooth Best Practices Don’t use as “blue-spam” – use as opt-in channel (ie. South African malls) Needs to be supported by other communications Make sure there is a value exchange with consumer

48. Where does Mobile fit into the digital marketing mix?

49. BSTREET Media Mix Philosophy

50. Where to start? Incorporate mobile call to action in all OOH & print media (SMS, URL, QR, Bluetooth) Give the Consumer at least 2 of the 4 options mentioned above Leverage existing assets to create something of value to the Consumer You don’t need a robust mobile website to resolve to, but it needs to be more than a larger version of the Ad itself Extend existing “desktop” web properties to the mobile web Design to work on all devices – but optimize for smartphones Start small – but be relevant and specific Use existing URLs but add device detector Promote the fact your sites are mobile friendly online and in other channels Start allocating ~20% of your digital media budget to mobile

51. Q&A

53. burningthebacon.com

54. linkedin.com/in/phryl

55. Copy of today’s presentation can be found here:

57. Mobile Evangelist

58. 360 MarketerBSTREET Communications Toronto & London, UK‏

59. BSTREET is a marketing communications agency dedicated to creating SmartIdeasTM for your brand.