Mobile and Social
Generating new types of customer interaction
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
Serv
ice
Bra
nd
Consumer
.com
Call Centre
Paid Media
Branch
then
Serv
ice
Bra
nd
Events
Sponsorship
Gaming
Mobi
Apps
Consumer
Branch
.com
Mobile
now
Call Centre
Blogs
Paid Media
Social Networks
Addressing the Digital Native
Us Them
Choice
I want what I want, when I want it
I’m the customer...
Generational Brand Gap
Buy it!Buy it!
BranchesCall CentresOwn-brand web sitesTV AdvertisingDirect MailOutbound calling
Wha’eva...
Social NetworksMobile web
WidgetsGamesMatesEmailAppsSMSViral
IM
No...
No...
The end of Pull and Push
Service advertisingCall centreBranchWeb log-in
StatementsDMOutbound dialPaper vouchers
Brands should just ‘float’
...naturally within the user’s daily life
The smartphone revolution...
Hig
h d
igit
al
usag
e
Med
ium
d
igit
al
usag
e
Lit
tle
dig
ital
usag
e
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 years2011 2013
2011 2013
2011 2013
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
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
Smartphone penetrationQ1 2011:45% smartphone
penetration in the UKComScore
The big players in mobile...
• 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
Apple• 50% of global mobile data – 74% in the UK
• Captured 72% of Japanese smartphone market
• Generate double the 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
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
So w
hat d
oes th
is mean fo
r cu
stom
er e
xp
erie
nce
?
Location Friends
Common Purpose?
Time
Context
Your customers
are probably here
x 3.5
5m new mobile web users in 12 months Oct 09-10 – a 39.4%
growth rateComScore
Right
Even more right
How to design this experience?
Start creating true multi-channel experiences
MobileReal-world digital
Old-skool web
Social
Multi-channel User Experience
Traditional Brand Communications
Methodology
Reward
Promotion
Discovery Check-in
Viral
Content
Redemption
Mobile comms for everyone
SMS
Voice
Web
Apps
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”
McDonalds
• 100 randomly awarded $5 and $10 giftcards as ‘checkin bait’
• Check-ins rose by 33% on 4sqday
Nike
• Nike capitalise on users checkins at music festivals to drive them to a secret reward
Promotion
Discovery
Check-in
Reward
Mazda
• Give away 5 cars a month plus 20% discount on certain models
Odeon
• Users check in and get free popcorn
Next
Stage 1
Look for the yellow
‘deal’ card
Stage 2
Select ‘claim deal’
Stage 3
Redeem at POS
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
The Future?
iPhone 5 will play a part...
...in developing NFC
Contactless Retailers
Mobile ID recognition
P2P payment
Social interface
Transport and ticketing
Facebook to REALLY connect
Retailer
Have a great day!
Tim Dunn@timmcdunn
Come meet Mobile Interactive Group in the Upzone today
2 March 2011
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