Mobile Madness

CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY

Mobile Madness September 2011

Alison Gensheimer - Director of Customer Development – Velti

CONFIDENTIAL & PROPRIETARY

Making sense out of mobile

1

Your Mobile Options

Shaping your

Mobile Strategy

The Future of Mobile

Mobile Strategy

in Practice


Your Mobile Options

2

Engagem

ent

Activation

Mobile Apps

Mobile Web

LBS

SMS/MMS

Mobile Media


Mobile Applications A Background Overview

When thinking mobile apps…. Think about different Operating Systems

3

iOS Platform

2 Devices

#2 in Global Market share

#1 platform for retailers

300K Apps in the Store

Android OS

130M installed devices


#2 platform for retailers

250K Apps in the Market

Blackberry OS

3 primary screen sizes for

devices


50% of BB’s on v5.0

18K Apps in BB World

CONFIDENTIAL & PROPRIETARY 4

Mobile Applications Do you need an application?

APP HTML5

Photo Upload

GPS

Accelerometer

Contacts/Calendar

360° views

Offline

Questions 1: Is your target consumer a smartphone

user, if so where are they?

Question 2: Does your user experience require an

application?

Question 3: How will you promote your application?

Question 4: What will keep your target user coming back

again and again?


Fandango Mobile Application

5

Fandango, developed a free application

available iOS, Android, Windows 7, BB, iPad

and others.

Fandango application offers:

Movie listings

Movie theater locator

mCommerce for ticket purchases

Reserve seats

Mobile ticketing with bar code scanning

Sync & share functionalities

Why an Application?

Utility with some entertainment

Offers a virtual ticket

Large library of videos

Requires internet for updated movie

listings and theater locations

Source: www.fandango.com

http://www.fandango.com/


Mobile Web A Background Overview

6

xHTML HTML5

Long time standard for mobile

sites

A middle of the road solution to

bring together XML and HTML

Available on virtually all

devices in the market

Evolution not revolution

New = HTML5 + CSS3 +

JavaScript1.3

Only available on:

iOS, Android, BlackBerry Torch.

Palm Pre can be hit or miss.

From Handset to Operating System


Mobile Website When is a mobile site the right solution?

Check your website stats

Mobile Media + Mobile Site = ROI

mCommerce is key to retailers

HTML5 offers app like functionality

Meet consumer expectation – be there, because they are.

7


Marks & Spencer Mobile Site

8

Marks & Spencer, a world leading retailer, the mobile

site is designed to extend the brand and create a direct

communications channel with consumers.

The mobile site offers • Store locator

• Search by product type

• Refine these searches to a specific item

• Purchase

• Register account information

To date, results saw 1.2m unique visitors, 10m page

views, 13,000 orders

Source: Mobile Marketer


The Three-Device Mentality

9

Tablet Mobile PC

How Used (content

type)

Long form (book, movie) Bite size (tweet) Short form (blog)

Why Used Entertainment, photos,

productivity, social

Utility, convenience,

communications

Research, tasks, gaming

Where Used Commute, living room,

the office

On the go Office, study, kids room

When Used Evening, weekend, free

time, at meetings

Active, multi-tasking Work hours, family time

Work Usage Email, notes Travel, email Workhorse


Mobile Messaging A Background Overview

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SMS MMS

600 messages per month

>85% SMS reach

90 % open rate in 3 min

SC: 4, 5 and 6 digit and

regional

MMS is on CDMA

MMS delivers images

MMS = UGC

*Source: Neustar


Mobile Messaging When is SMS or MMS the right solution?

Activate and track traditional media

Ongoing personalized mobile communications

Quick and easy user activation to enter branded campaigns such as sweeps, polls, etc…

User generated content

Delivery mobile content via a short code on VzW.

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Casa Del Mar SMS/MMS Campaign

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Hotel Case del Mar, a holiday resort in Santa Monica, CA , delivered a text to short code MMS video promotion to engage and consumers and incentivize resort visits Media used: in-hotel brunch posters, email blasts, Facebook, Twitter and the Casa del Mar website Users experience: text CASA to 21534 to join into the hotel’s mobile loyalty club for a free drink at Sunday brunch. Users also received a mobile video. Results: 75% activation rate, 27% redemption rate, substantial revenue increase and ROI is 450% and still growing


Location Based Services A Background Overview

13

Geo-location Bluetooth SMS/QR Code

GPS

The Facts:

Permission based (HTML5)

Location specific push msgs

Banner Ads

Examples:

SMS and Keyword

Bluetooth

Requires infrastructure to enable a

Bluetooth hot spot. The users

Bluetooth must be enabled.

Pros: Free to end users and

international

Cons: Low market penetration

and does not work on all

devices (iPhone, VzW, etc.)

Geo-Fencing

Zip - Codes

QR Code


Engage users at events to provide take away value

Enhance the shopping experience with personalized and relevant offers

Drive foot traffic in-store

14

Location Based Services When is LBS most useful?


Mobile Media A Background Overview

A variety of inventory models across multiple devices, content and behavioral categories to meet your objectives and maximize ROI

16

Simple Banner Ads Rich Media Units

Still or frame animated banner ads for

mobile web and in-application use

providing a seamless experience

across all devices.

Standard mobile banner sizes:

320x50

300x50

300x75

216x36

216x54

168x28

168x42

120x30

Display and activation, enables the

user to engage directly in the ad

without navigating out of the display

& activation. The display can be

animated and interactive allowing the

user to swipe, click or input text.

Usually expand or take over the

entire screen.

Capabilities:

Video play

Image rotation

Accelerometer

LBS enabled

Games

Registration

Source: www.mmaglobal.com

http://www.mmaglobal.com/


Engage your audience within the ad-unit through interactive games & activities

Identify your target devices

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Mobile Media When is mobile media right for you?

Using CPC, CPM, CPA & CPI models for static banner ad campaigns

Advertising media networks and partnerships provide more vitality to the campaign

Mobile ads can drive more traffic to a brand’s mobile site that their online counterparts


Glee Mobile Media Campaign

Twentieth Century Fox TV, wanted to promote

the launch of their new series, Glee, drive users to

iTunes to buy the Glee cast song and directors

videos and tune in every Wednesday for the new

episode

Media used: application splash-screen interstitials

every week on the night of the show, as well as

teaser/download run-of-application media leading

up to/after series launch

Results: thousands of on-device downloads of Glee

media, and iTunes purchases.

Source: Mobile Marketer


Shaping your mobile strategy The 5 fundamental Do’s in a mobile strategy

19

Your Mobile

Strategy

Goals, Timeline, Budget

Social

Its all about VALUE

Respect your

customer

Measureable


The User Experience Check List

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Images match desired load time

Shortened product description and captions

Touch screen and Blackberry experience

Landscape design for iPads

Email share does not end up in Junk Mail

Mobile users auto redirected to correct handset specific site experience

Click path has been considered, less than 2 clicks to desired action

Consumer expectations have been reviewed and matched with the live experience across target handsets

Navigation is easy for the user to understand and interact


Measure, Measure, Measure

KPIs Measure ROI

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Measuring Success

Brand Awareness

Drive Foot Traffic

Lead Generation

Education

22

Site Visits

Unique Users

Social Shares

CPM

Store Locator Clicks

Coupon Downloads

SMS Comm. Members

Click to Calls

CPC

Retail Locator

Emails Obtained

SMS Comm Sign Ups

CPC

Video Views

Download a PDF

RFI

CPC


What does the future hold for mobile?

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mCommerce

mPayments

Gamification

Video Advertising

User Generated Content


…Using Our Solutions…

Mobile Internet

Mobile Media

mCRM

SMS Programs

Applications

…Delivering Results…

KPI driven

Solutions unique to

the customer’s need

Proven Results

A Global Mobile Marketing and Advertising Company

24

A Mobile Marketing firm…

10-year history of

strong profitable

growth

Listed on NASDAQ

since Jan 2011

550+ employees


Thank You

Alison Gensheimer

Director, Customer

Development

Email: [email protected]

www.velti.com

Mobile Madness

Technology

Transcript of Mobile Madness