the future of mobile is now - australia

Connect Global Tour São Paulo

The Mobile Future is Now David A. GalanteSr. Product Manager, MobileConnect@davidgalante#ETConnect

Agenda • A brief history of mobile in Australia

• Mobile by numbers & use cases

• Pivoting moments in Mobile

• The future of mobile is context

• 4 Stages to a Smart Mobile Strategy

• Recommended next steps

A brief history of mobile in Australia..• August Telecom launches the first mobile phone service in Melbourne (Sydney followed

in November). 1981• Telecom launched Australia’s first cellular network based on the USA AMPS (Advanced

Mobile Phone System) – or analogue standard 1997.• 100,000th AMPS service connected in June 20091987-9• Optus starts to resell AMPS service• 500,000th AMPS connection was made• Vodafone licensed as carrier (December)1992• Telstra launched new digital (GSM) network• Optus launched GSM (May)• Vodafone launched its GSM digital network (October).1993• In June 2006 the one millionth GSM connection was made and the AMPS network connections had• peaked at 2.6 million customers.• Telstra announced plans to build a new mobile network to replace the AMPS Analogue• network, the new network will be based on CDMA (Code Division Multiple Access) technology1994-8

A brief history of mobile in Australia..•Hutchison launches CDMA & UMTS in Sydney and Melbourne

(March 2000)•Number of mobiles in Australia exceeds the number of wired access

lines 10.7 million (February 2001)•Telstra commercially launches GPRS data network across GSM in

2000-1• The one billionth mobile service in the world connected (April 2002)• 12 millionth Australian mobile service connected (March 2002)2002-9• Telstra launched LTE services in September 2011. • Optus 4G launched LTE services in December 20122010-12• Telstra reports 1.5 million 4G devices connected (Feb 2013)• Vodafone expects to launch 4G service in June 20132013

1998Cellular Infrastructure Group

2010mCommerce Group, Optism

Australia Mobile by the Numbers • 66% of Australians own a

smartphone

• 52% Android, 35.3% iOS, 5.6% Symbian, 1% BlackBerry, 1.6% Windows Phone 7, 1.7% Windows Mobile, 2.8% Other

• Home & work are the top two places where a smartphone is used

Global Media May of 2013

Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-2015

Population

FM Radio

Landline Phone PCInternet

Population 7.1BMobile 7.1B

FM Radio 4.2B

Internet 2.5BTV 1.9BPC 1.4BLandline 1.1B

Things that just seemed crazy 15 years ago…• … Every movie every made in every language, anytime….

day or night.. -Qwest Communications 1999

• Video-on-demand traffic will triple by 2016. The amount of VoD traffic in 2016 will be equivalent to 4 billion DVDs per month. --Cisco

• Netflix, Hulu, VOD from your Cable/Sat provider

• Video conferencing

• 31 million users, 8.1 million paid users, $96/year avg

• 50 million Skype enabled TVs

• Purchased by Microsoft for $8.5 billion

• 34,000 songs on phone

• 32GB is now standard on most smartphones

http://www.youtube.com/watch?v=xAxtxPAUcwQ

Compulsive? 150 Times Per Day• T-Mobile USA CEO Philipp Humm said

at CTIA in 2012 that mobile phone owners "pick up their phone 150 times per day". That once every 6 and half minutes of every hour of every daySource: Mashable 8 May 2012

• For smartphones its already up to 200 times per day as reported by the Guardian (every 5 minutes)Source: The Guardian 26 June 2012

70:20:10 Rule by Coca Cola• Coca Cola's Director of International

Media, Gavin Mehrotra told MMA Asia Forum in May 2011 that for Coca Cola: "SMS is priority number 1" because only SMS reaches anyone.

• Coca Cola's Attila Weisz told MMA Forum New York in October 2011 and gave Coke rule for mobile advertising spending:

• Put 70% on mobile messaging• Put 20% on mobile web• Put only 10% on mobile apps• Source: Coca Cola presentations, May &

October 2011

McDonald's Augmented Reality (AR) in Australia• McDonald's in Australia launched

TrackMyMacca as smartphone app to identify exactly ingredients of that specific burger and which Australian farm came from.

• Location-based tech (GPS) identifies restaurant

• Image Recognition identifies packaging of burger

• Augmented Reality then offers links to each ingredient and even shows face of farmer who owns the farm where it came fromSource MobiAd News 6 March 2013

Major pivot points in mobile• Analog to digital

• CDMA vs GSM

• Feature phones to smartphones

• iPhone finally started using the cellular network!

• Requirements came from Apple not the MNOs!

• The mobile ecosystem was born. Music, App, Productivity, SDKs

• WiFi and Bluetooth

• OTA access to multi-media

• Social Media Access

• Twitter, Facebook, Instagram, Vine, Path, …

• LTE is the way of the future

• What’s Next?

• NFC is for Commerce!

• Wearable mobile devices?

Privacy Issues in Mobile

• 2003 Camera Phones

• 2013 Google Glass

http://www.cbsnews.com/video/watch/?id=586498n

What’s in your home?

More respondents owned internet capableSmart TVs than tablets, but users were nearly four times more likely to access the internet on a regular basis via their tablets. --Nielsen

The Future of Mobile is ContextA customer’s mobile context consists of:

• Preferences: the history and personal decisions the customer has shared with you or with his social networks.

• Attitudes: the feelings or emotions implied by the customer’s actions and logistics.

• Situation: the current location, altitude, environmental conditions, and speed the customer is experiencing.

Context Drives Device Choice

The amount of time we have or need

The goal we want to accomplish

Our location Our attitude and state of mind

Attitude Change in 2013 – 2nd Screen Experience

74% of respondents had split their attention between a television and a web-enabled device in 2012, an increase from 60% in 2011. -Nielsen

Is the future of mobile advertising contextual mobile ads based on our attitudes?

ExactTarget Mobile

Create seamless customer experiences based on any data element stored within the mobile messaging engine of record.

MobilePush MobilePages

Passbook Mobile Ads Cross-Channel Solutions

MobileConnect

Quick ways to take advantage of data & context

Top Mobile Tasks

• 94% text messaging

• 60% browse mobile web

• 59% use applications

• 58% social networking

• 55% email messaging

• 33% instant messaging

• 25% participate in mobile shopping

• 21% stream online music

• 19% watch video/mobile TV

Profile Your Customers’ InteractionsSubscriptions:

Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push

Tim Watts $250 In-Store twatts@email.com ☐ ☐ ☐Julia Desai $210 App jdesai@email.com ☐ ☐Sandy Raynor $80 Web sraynor@email.com ☐ ☐Jason Cross $60 Call Center jcross@email.com ☐ ☐ ☐Shelley Weeks $27 In-Store sweeks@email.com ☐ ☐ ☐Crystal Powers $500 App cpowers@email.com ☐ ☐Jeane Griffin $1,000 App jgriffin@email.com ☐ Don Sharpe $150 Facebook dsharpe@email.com ☐ ☐Patrick Song $120 Web psong@email.com ☐ ☐ ☐Eric Steele $10 In-Store esteele@email.com ☐ ☐ ☐ ☐Stephanie Hawkins $15 Web shawkins@email.com ☐ ☐

Subscriptions:

Patrick Song $120 Web psong@email.com ☐ ☐ ☐Sandy Raynor $80 Web sraynor@email.com ☐ ☐Stephanie Hawkins $15 Web shawkins@email.com ☐ ☐Tim Watts $250 In-Store twatts@email.com ☐ ☐ ☐Shelley Weeks $27 In-Store sweeks@email.com ☐ ☐ ☐Eric Steele $10 In-Store esteele@email.com ☐ ☐ ☐ ☐Jeane Griffin $1,000 App jgriffin@email.com ☐ Crystal Powers $500 App cpowers@email.com ☐ ☐Julia Desai $210 App jdesai@email.com ☐ ☐Jason Cross $60 Call Center jcross@email.com ☐ ☐ ☐Don Sharpe $150 Facebook dsharpe@email.com ☐ ☐

Profile Your Customers’ Interactions

“Web” Customers

Subscriptions:

Patrick Song $120 Web psong@email.com ☐ ☐ ☐Sandy Raynor $80 Web sraynor@email.com ☐ ☐Stephanie Hawkins $15 Web shawkins@email.com ☐ ☐

“In-Store” Customers

Subscriptions:

Tim Watts $250 In-Store twatts@email.com ☐ ☐ ☐Shelley Weeks $27 In-Store sweeks@email.com ☐ ☐ ☐Eric Steele $10 In-Store esteele@email.com ☐ ☐ ☐ ☐

“App” Customers

Subscriptions:

Jeane Griffin $1,000 App jgriffin@email.com ☐ Crystal Powers $500 App cpowers@email.com ☐ ☐Julia Desai $210 App jdesai@email.com ☐ ☐

4 Stages of a Smart Mobile Strategy

Acquire

SMS Opt-in

Email Opt-In

Mobile Website App Promotion

Onboard

Welcome Strategy

Promote Preference Center

Engage/Grow

Deals and Discounts

Mobile Only Promotions

Status Updates

Retain

Customer Service

Loyalty Programs

Start the mobile lifecycleAcquire

SMS Opt-In

Ask your customers to text a keyword to your short code to receive future SMS communications.

Email Opt-InAsk your customers to share their email address and add them to an email list.

Engage Your Customers Everywhere

• Promote in retail stores or brick & mortar locations• Promote with partners • Include field with SMS opt-in on web registration form

• Trigger push opt-in after user has been in app• Send email to email subscribers who haven’t downloaded

your app

Start off on the right track Onboard

Welcome StrategyYour welcome strategy for new mobile customers should include a combination of channels.

Welcome Email

• Send mobile-aware welcome email after customer signs up for SMS messages or downloads your app.

1) Thank customer2) Remind customer

of key benefits3) Invite customer to

connect on your social sites

Opt-In Confirmation

• Send opt-in confirmation MT once customer signs up for your SMS program.

• Follow MMA guidelines.

Prove value through mobile.

Engage

Testing DaypartTest variables like time of message and the interactivity between them.

6am 8am 10am 12pm 2pm 4pm6pm 8pm 10pm

Build loyalty with mobile Retain

Loyalty ProgramLink your loyalty program with your mobile app.

<< Consider mobile only offers like double points for mobile purchases.

Consider how you can reward loyal customers with geo-location targeting. >>

Recommended Next Steps1. Define your targeted mobile customer and their current

conversion paths

2. Analyze your data to understand your most popular mobile engagement and conversion points

3. Map mobile behaviors to simple or advanced campaigns across a four-stage lifecycle: Acquire, Onboard, Engage, Retain

4. Visit www.exacttarget.com/mobile and:• Download Mobile specific content

• See industry events ExactTarget is sponsoring

• Request further demos

Thank you!

david.galante@exacttarget.com@davidgalante

#ETConnect

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