2013 mobile era by คุณอรนุช
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2013 Mobile Era by คุณอรนุชTRANSCRIPT
2013 Mobile Era
Content • Mobile Technology Evolu1on
– Mobile Telecom Standard – Mobile Phone
• Current Market Situa1on • Mobile Telecom Ecosystem • Mobile Trend 2013 • Mobile Marke1ng • Some advice for brands • Key terms that we should know
Mobile Technology Evolu9on
Smartphone reached 30% market share in 2011
Android became dominant smartphone OS
Bigger and Bigger (Display size)
SMS Marke9ng
Mobile VAS (Before Appeconomy Era)
SMS Marke9ng
hCp://expertwebworx.blogspot.com/2012/10/bulk-‐SMS-‐service.html
hCp://www.xchosms.com/
Current Market Situa9on
Mobile Market Share (Q3 2012)
Source : nbtc.go.th Non voice revenue is growing up (Q3 2012)
Source : nbtc.go.th
(Nov 2011) Source : we are social but now Mobile S u b s c r i b e r s i n Thailand is around 81M
Mobile Telecom Ecosystem
Mobile Telecom Ecosystem (Before 2007)
The 9pping point…
Current Mobile Telecom Ecosystem
Applica1on Stores
Carrier
Hardset Vendor
OS Providers
3rd Party Players
Mobile Trend 2013
Mobile Trend 2013
• Mobile Device BaCles • Mul1 Screen World • Apps & HTML 5 • Responsive Web Design • Personal Cloud • Internet of Things • Mobile Payment • The rising of Mobile Apps from Thai Startups
Mobile Device BaTles
Mobile devices will pass PCs to be most common Web access tools
Consumeriza1on drives tablets into the enterprise
The New Mul9-‐Screen World
The New Mul9-‐Screen World
Apps & HTML 5 With the convenience introduced by HTML 5, it will be the preferred standard for applica1on design and development
Responsive Web Design Responsive design is becoming the go-‐to way to present web-‐based content. Designing specifically for every device in the world is nothing short of impossible and this alterna1ve proves to be a very reliable op1on to allow content to be consistent across plaWorms. Prepare to make your own website fluid because the number of people who access the internet from tablets and smartphones are growing at a skyrocke1ng pace.
Personal Cloud Cloud will be center of digital lives, for apps, content and preferences. Sync across devices. Services become more important; devices become less important.
hCp://www.zdnet.com/blog/perlow/personal-‐cloud-‐solu1ons-‐own-‐your-‐data/17930
Internet of Things Mobile devices and computers will not be the only ones connected anymore, as we slowly see the rise of smart homes the internet of things will be an inevitable part of our future.
hCp://www.nkonnect.com/technology-‐solu1ons/internet-‐of-‐things/
hCp://www.alexandra.dk/uk/services/Publica1ons/Documents/IoT_Comic_Book.pdf
Recommended Book
Mobile Payment
hCps://squareup.com/
Mobile Payment
mPOS (Mobile-‐Point-‐of-‐Sale) has come to Thailand
What does it mean for Thai people?
Mobile Payment
hCp://digio.co.th/
The rising of Mobile Apps from Thai Startups
ShopSpot Symbols of Style
The rising of Mobile Apps from Thai Startups
Wongnai Boxbox.me
The rising of Mobile Apps from Thai Startups
Privepass
What does it mean for ���Thai Digital Marketers?
Thai Startups Digital Marketers
Mobile App business Models
Pay per download In app purchase
Adver9sement
In App Purchase
In App Purchase
The meaning of Top Chart on Appstore
Mobile Marke9ng
Mobile Marke9ng • Mobile Search Ads • Real 1me bidding (RTB) • Rich Media Ads • Facebook Mobile Ads • Loca1on-‐Based Marke1ng • Campaign with QR Code • Mobile with Print Ads • Interac1ve Catalogue App • NFC with Mobile Ads • Branded Mobile Applica1on • Co-‐Campaign
Worldwide Mobile Adver9sing Revenue to Reach $11.4 Billion in 2013
Define Clear
Set up your
Who is your Target group?
Define “Call to Ac9on”
Mobile Search and Ad Placement
Mobile Search Ads Deliver relevant ads based on keywords (Generic/Brand Keyword)
Text Ads Call Extensions
Mobile Search Ads
Click to download
Mobile Search Ads
Loca9on Extension
Real 9me Bidding (RTB) Method of selling and buying online display adver1sing with instant auc1on. Adver1sers can get more access and more targe1ng.
Understand Many factors
• Demographic of your target users
• Business Industries
• Crea1ve Ads • Bigger isn’t always beCer for mobile ad clicks
In order to maximize the features and func9onality of each device, mobile Adver9sers should build different crea9ve for different screen sizes.
“Keep monitoring and op9miza9on”
Mobile Rich Media Ads
Mobile Rich Media Ads
Mobile Rich Media Ads
Mobile Rich Media Ads
Mobile Rich Media Ads
Average Engagement Time ~ 3mins Call to Ac1on “Save invita1on” + “Share on Facebook” Click-‐through rate (CTR) 75% higher than the industry average
Perfume Launch by Lancome
Mobile Rich Media Ads Nokia Lumia engages smartphone users with direct interac9on from the actual device interface
Winner at the Australian mobile awards 2012 Average Click-‐through rate (CTR) 0.82%, with a peak of 1.39% Engagement levels Average Visit Dura1on 2min 20sec for every unique visit Average % of new visitors 79.3%, achieving the goal to expose the product to new customers on an ongoing basis.
Mobile Rich Media Ads Drive awareness of the Audi Q3 by Audi
Peak Click-‐through rate (CTR) 1.025% Average Click-‐through rate (CTR) 0.67% 5% of consumers clicked through to download a brochure and 7% clicked through to the m-‐site for more informa1on.
Facebook Mobile Ads
Facebook Mobile Ads Sponsored Stories
Promote user generated content including likes, status updates, and Open Graph stories.
Facebook Mobile Ads Sponsored Stories
Facebook Mobile Ads Page Post Ads, Promoted Post
Help you reach a broader audience with the content you post to your brand’s Page. (Photos, Offer, Ques1ons, Videos or events) Page Post Ads -‐ can be targeted to non-‐fans Promoted Post -‐ can be shown only to fans and friends of fans,
Facebook Mobile Ads Page Post Ads, Promoted Post
Facebook Mobile Ads Mobile App Install Ads
Mobile app install ads help developers reach people on mobile devices. When people click on the ad on the mobile device, they will be directed to the App Store or Google Play to install the app.
Facebook's news feed redesign is mobile consistency
What does it mean for Digital Marketers?
Loca9on-‐based Marke9ng
Loca9on Based Marke9ng
hCp://www.telecomcircle.com/2009/06/introduc1on-‐to-‐lbs/
Loca9on Based + AR
Redefine Loca9on Based Marke9ng
by technology
hCp://stores.bestbuy.com/887/files/2010/09/shopkick-‐15-‐36-‐37.jpg
Touch Point
QR Code
Marker
Image Recogni1on
QR Code
Provide a QR code instead, the user can easily scan the digital informa1on from the printed page and go directly to the link,
hCp://farmbusiness.blogspot.com/2011/08/whats-‐that-‐square-‐using-‐qr-‐codes-‐for.html
Campaign with QR Code
hCp://www.mythaiphotos.com/big-‐c-‐virtual-‐shop-‐in-‐bangkok/ hCp://www.it24hrs.com/2012/now-‐virtual-‐store-‐thailand/
Virtual Store
What is the key success factor of this case?
hCp://www.businessinsider.com/the-‐most-‐crea1ve-‐people-‐in-‐adver1sing-‐2012-‐7?op=1
Mobile & Print Ads
hCp://www.arip.co.th/1ps.php?id=414059 hCp://thumbsup.in.th/2011/07/digital-‐adver1sing-‐campaign-‐magazine-‐speak-‐trident-‐by-‐adapter/
Mobile & Print Ads
hCp://www.adweek.com/adfreak/10-‐great-‐magazine-‐ads-‐dont-‐just-‐sit-‐there-‐looking-‐preCy-‐132401
Volkswagen
Mobile & Print Ads iSnap by the Na9on
hCp://thumbsup.in.th/2013/01/isnap-‐the-‐na1on/
Interac9ve Catalogue App
hCp://crea1vity-‐online.com/news/mccannerickson-‐gives-‐new-‐ikea-‐catalog-‐a-‐vitamin-‐pill/236165
IKEA – Using Augmented Reality (AR)
Near Field Communica9on Near field communica9on (NFC) is a set of standards for smartphones and similar devices to establish radio communica1on with each other by touching them together or bringing them into close proximity. -‐ Wikipedia
hCp://technopundit.com/nfc-‐in-‐nokia-‐mobiles/ hCp://www.intomobile.com/2010/04/26/near-‐field-‐communica1on-‐to-‐hit-‐android-‐phones/nfcexample/
NFC with Mobile Ads
h C p : / / w w w . n f c w o r l d . c o m /2013/01/07/321698/crosscliq-‐delivers-‐nfc-‐magazine-‐ad-‐for-‐blackberry-‐rogers-‐and-‐cibc/
What is the key success factor of this case?
hCp://www.nfcworld.com/2012/10/03/318174/telstra-‐promotes-‐nfc-‐in-‐sydney-‐and-‐melbourne/
hCp://www.jcdecauxna.com/innovate/document/nfc-‐and-‐marke1ng-‐bridging-‐gap
Branded Mobile Applica9on
Branded Mobile Applica9on
hCp://mashable.com/2012/03/02/branded-‐mobile-‐apps-‐innova1ve/
Pampers Hello Baby Pregnancy Calendar
Useful
Branded Mobile Applica9on
hCp://mashable.com/2012/03/02/branded-‐mobile-‐apps-‐innova1ve/
Ford 2013 Fusion App Ac1vated by capturing the Ford logo, the app let fans access a virtual course, where they could test drive the car. A new course was added every day from early December un1l the reveal.
Useful
Branded Mobile Applica9on Mcdonald
This app uses technology that accesses McDonald’s supply-‐chain and Augmented Reality (AR) to deliver interac1ve informa1on about McDonald’s food (Where their food has come from).
Useful
Branded Mobile Applica9on Nike
The Nike+ Running app tracks distance, pace, 1me and calories burned with GPS, giving you audio feedback as you run.
Useful
hCp://nikeplus.nike.com/plus/products/gps_app/
Branded Mobile Applica9on MINI
The game challenges you to hunt, catch and escape with a virtual MINI in Stockholm using an iPhone app and your own two legs. The catch is, you have to get within 50m of the virtual MINI to hit “Take The MINI Now” in the app before escaping as fast as possible, because anyone else who gets within 50m of you can instantly take the virtual MINI back! If you are the person holding the virtual MINI ater 7 days of 24/7 gaming, you’ll win a real MINI Countryman!
hCp://www.digitalbuzzblog.com/mini-‐getaway-‐arg-‐game-‐in-‐stockholm-‐2010/
Have Fun! Game
Branded Mobile Applica9on Coca-‐Cola
Turning beachfront concept store into a lab for the company’s “Happiness Refill” project. A dispenser that give young cellphone users data credits to browse the internet rather than soda.
Useful Brand Experience
hCp://www.shakemelikeascroll.com/happinessrefill/
Branded Mobile Applica9on
hCp://www.prda.asia/how-‐social-‐media-‐helped-‐coca-‐cola-‐grab-‐hong-‐kong’s-‐aCen1on-‐once-‐again/
Coca-‐Cola Coca-‐Cola's app Chok turns mobile devices in a remote control that the user shakes when a Coke commercial comes on the screen.
Have Fun! Game
Branded Mobile Applica9on
hCp://www.muji.com/app/
Muji
Useful
Branded Mobile Applica9on Heineken “Cheers”
"Cheers" lets you simulate the "clink" sound of two boCles with your smartphone and share contact with friend.
hCp://mashable.com/2012/03/02/branded-‐mobile-‐apps-‐innova1ve/
Have Fun!
Co-‐Campaign No. of Users : 10.2M (Dec 12) • Number 1 in Chat App in Thailand • Number 3 in the world ater Japan & Taiwan • Increase of 1,150 % in just one year • Co-‐campaign with brand (Telco, Airline, FMCG, Banking, Tourism etc.)
Co-‐Campaign
hCp://veronicawallstrom.com/blog/2011/02/shazam-‐old-‐navy/
SHAZAM & Old Navy
Recommended Book
Review: hCp://thumbsup.in.th/2012/02/the-‐app-‐mobile-‐case-‐study-‐book/
Some advice for brands
1
Check your goal Check your resource Mobile Web • Deliver content • Establish broad mobile presence
(Easily found on search engines) Mobile App • Interac1ve engagement • Work like computer program
2 When we develop mobile product…..
• Set up your goal. • Which devices your users use most and design for the right device.
• Start with People, not Technology -‐ User experience is heart of any product.
• User shouldn’t search very far for your product’s key value.
• What is product’s key value? Don’t try to put everything !! – few key features and make it work well – feature set fits the mobile experience
• Agile Development and Test Test Test!
Gamifica9on
hCp://www.gamifica1on.org/
Gamifica1on is the concept of applying game-‐design thinking to non-‐game applica1ons to make them more fun and engaging. – gamifica1on.org
hCp://thumbsup.in.th/2011/07/gamifica1on/
Key terms that we should know.. 3 Case Study : MINI
Case Study : NIKE Case Study : Foursquare Case Study : Shopkick
SOLOMO Key terms that we should know.. 3
Social Local
Mobile
SOLOMO
Real life x The internet x Real Time
Case Study : MINI
Case Study : NIKE
Key terms that we should know..
hCp://www.zeromomentotruth.com/
hCp://vimaltripathi.posterous.com/zmot-‐zero-‐moment-‐of-‐truth
hCp://thumbsup.in.th/2012/04/zmot/
ZMOT 3
“To win consumers’ aTen9on and trust, marketers must think less about what adver9sing says to its targets and more about what it does for them” – Jeffrey F. Rayport
Reference: Video Clips Volkswagen hCp://www.youtube.com/watch?v=FhbkqFdKnP8 ShopKick hCp://www.youtube.com/watch?v=2uixneqbqkI Pamper Hello Baby hCp://www.youtube.com/watch?v=rjW8aAqrsOk Ford Fusion hCp://www.youtube.com/watch?v=d5QMrIvZzow Mcdonald (Trackmymacca) hCp://www.youtube.com/watch?v=zBnqg_KTSIc Nike+ hCp://www.youtube.com/watch?v=46hEaFKa638 Mini hCp://www.youtube.com/watch?v=WMWu1h_6OfE Refill Happiness Coke hCp://www.youtube.com/watch?v=M4jPl-‐nL-‐YM CoCa Cola Chok hCp://www.youtube.com/watch?v=pEDsERv-‐rFA Heineken hCp://www.youtube.com/watch?v=Cemdionmmlc Shazam Old Nav hCp://www.youtube.com/watch?feature=endscreen&NR=1&v=Q67kJC8JuYk
Oranuch Lerdsuwankij TwiTer: @mimee Email : [email protected] Website : hTp://thumbsup.in.th