burson proof mobile study final 100827090451 phpapp01
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Evidence-Based Communications:
The State of Mobile Communications
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The use of mobile phones particularly
smartphones is fundamentally changing how
consumers and businesses communicate and
engage with each other.
The Evolution of Mobile
Consumer use of mobile devices is growingexponentially much faster than PC or Internet use
grew but U.S. businesses have been slow to take
advantage of endless opportunities to optimize
stakeholders mobile interactions with the brand.
Possibilities for interacting with consumers via mobile
go beyond delivering content and enabling
transactions. Location-based targeting, real-time
comparison shopping and QR codes allow businesses
to interact with customers in novel ways.
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Learning what customers are doing via mobile, such as
accessing social networks or checking product inventories,
opens up opportunities to collect data and target based ondemographics, behaviors and location. Many U.S.
businesses find that upwards of 50-70% of their mobile
traffic is from outside the country.
And, beyond customer engagement, mobile canmake employees work more efficiently both in
and away from the office by enabling business
applications for mobile use beyond just email and
calendaring.
The first step is to optimize current digital content and
communications for mobile use. But, ultimately mobile is
about transforming how businesses and their stakeholders
interact in a real-time, location-based way.
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1. Mobile is Here - and Growing Quickly
2. Mobile is Transactional
3. Apps are Where Its At
4. Mobile Users are Social
5. Mobile Users are Diverse
6. Location, Location, Location
7. Mobile Ads, Applications and SMS Drive
Revenue
8. Businesses are Behind the Curve
9. Mobile In - and Out Of - the Workplace
10. QR Codes Move West
Top Trends in Mobile
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1. Mobile is Here - and Growing Quickly
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Mobile is now even bigger than desktop use, and data/video
usage exceeds voice calls.
80% of the U.S. population will have a mobile phone by 2010.
35% of American adults are using their mobile devices for
wireless Internet access.
The average iPhone user only spends 45% of his on-devicetime making voice calls the rest is spent browsing the web
or using applications.
Video accounts for 69% of mobile data traffic.
Access to the web and applications via mobile is growing and
will soon be universal. Smartphone usage of both browser and applications has
increased more than 110% in the last year.
By 2011, 99% of mobile phones will be data-capable devices
at minimum they can do basics like sending and receiving SMS
text messages.
People are Using Mobile Devices for More Than Just Phone Calls
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Flickr @tak
Sources: Pew Research and Mashable
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Mobile Use is Growing Much More Quickly Than PCs or Internet Services Did
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Mobile adoption is growing
exponentially and will soon be an
ubiquitous part of daily life.
The growth rate of iPhone use is 10
times faster than the growth rate ofAOL was. (see top chart)
In 2012, shipments of Smartphones
will exceed shipments of PCs. (seebottom chart)
Even now, 40% of iPhone/iTouch
users access the Internet more on
their mobile devices than on their
desktops.
Adoption of New Technologies(number of users in millions)
Sources: Morgan Stanley and Nielsen
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The speed of mobile adoption growth is far outpacing that of prior
technologies, and using mobile to access data and to make transactions is
nearing the tipping point. Mobile will soon be the primary digital means
that consumers use to interact with brands, friends, retailers and other
businesses.
Companies who are not already engaging with stakeholders via mobile are
missing a huge opportunity. And, once mobile is even more pervasive in a
few years, businesses who are not in the mobile space risk being squeezed
out by competitors.
Mobile includes voice, data, and video basically any type of consumer orbusiness content that can now be communicated via the Internet.
Businesses must think about how to channel all types of content through
mobile, not just one.
Implications
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2. Mobile is Transactional
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Any Digital Transaction is Possible Via Mobile
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Mobile users are not passive. They seek information, manage personal finances,interact with others and shop.
Sources: comScore
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Mobile Shopping Goes Beyond Transactions It InfluencesPurchase Decisions
% Whove Used a Smartphone
To Purchase
% Reading Product Reviews on
Smartphone Before Purchase
% Likely to Use Smartphone to
Check Competitor Prices
Consumers are not only making purchases on mobile devices, butreading reviews, checking store inventories and comparingcompetitor prices before making a purchase.
Googles new local inventory checks allows users to conduct amobile search for a product and then determine if a store nearby has itin stock.
Applications such as the PayPal Mobile iPhone app make mobile
shopping even easier. This app was downloaded more than onemillion times in just three weeks.
iPhoneusers
Androidusers
music books, DVDsor video
games
movietickets
iPhoneusers
Androidusers
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Sources: Mashable and Compete
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Mobile Users are Interested in Coupons, As Well As a Range ofPromotional Communications
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Source: Juniper Research
Consumers are not only making purchases on mobile devices, but reading reviews, checkingstore inventories and checking competitor prices before making a purchase.
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Mobile is not just a channel for businesses to push out information. As search isthe top mobile activity, consumers are seeking content and tools relevant to theirneeds. Companies must position their brands and mobile offerings so they caneasily be found via search and are aligned with consumer expectations.
Online transactions go beyond making purchases. Consumers are using mobile
for the entire purchase process: searching for products, reading reviews andcomparing prices, locating items in stores and checking inventories, and,ultimately making purchases. As well, consumers are checking bank accounts,points levels, schedules, etc. Companies need to enable the entire businessprocess via mobile, from branding to communications to transactions, not justindividual pieces of the process.
At the same time, some basic mobile offerings are very compelling to consumers,including coupons and promotional codes. Kicking off a mobile presence withcoupons can start a mobile relationship with customers that can grow as thebusinesss mobile offering expands.
Implications
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3. Apps are Where Its At
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Native Applications vs. Web-Based (Mobile Browser) Applications
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Native Applications are programmed for specific mobile phones to be downloaded and live on the phone.
Web-based Applications live on the companys website and are accessible through a mobile browser.
Advantages ofNative
Applications
Advantages of Web-Based MobileApplications
Creates stickiness with
the brand, because the
app lives on the
stakeholders phone
Can be more easily updated
because it does not live on
the users phone
Is very marketable Can be used on any phone
(i.e., Native apps are
programmed differently for
different phones)
Easy for the user to
access
Less costly to update
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Native Applications are a Driving Force of Mobile Adoption
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Mobile users are downloading tens
of thousands of mobile applications
in many categories.
The highest adoption is offunctional applications such as
weather and maps (18 million
and 17 million downloads
respectively). The highest growth
(240%) is in social networking
applications.
While online retail is still the
lowest category, 3 million online
retail applications have been
downloaded.
Total Number of Applications Downloaded(in millions)
Sources: comScore MobiLens
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The iPhone is Currently the Top Device for Downloading Native Applications
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iPhone and iTouch users have
downloaded an average of 47
applications each.
Android users have
downloaded almost half as
many applications (22),
followed by the iPad (12),
BlackBerry (10) and Nokia
(5) devices. However, the
proliferation of the Androidis creeping up on the
popularity of the iPhone.
Sources: Morgan Stanley
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Mobile Users are Also Using Web-Based Mobile Applications
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Yet only 12% of the top 500 internet retailers have sites optimized for mobile phones.
Sources: Acquity Group and comScore
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Deciding between a native or web-based application should depend on how the
businesss stakeholders will use the application.
- Native applications make a businesss mobile presence stickier. Once a customer has
downloaded an application and the brand has a piece of real estate on the users mobile desktop
there is an opportunity to continually engage with the customer.
- However, web-based applications are useful on a variety of mobile devices and can be updatedmore easily.
AppMobi, an open source mobile application platform which allows web developers to
develop mobile apps for all platforms, will make app development more accessible and
inexpensive.
Implications
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Suggestions for both native and web-based applications include:
- Make the application useful. Weather and map applications are the most popular because they
are functional. Developing an application with on-going utility (i.e., checking account status, timely
informational updates) will create stickiness.
- Make the content relevant. As always, engaging and relevant content encourages customers toreturn to see whats new.
- Make it social. Building applications to connect people (i.e., sharing product reviews, building
connections through mutual interests) will make them stickier.
- Promote it. Use mobile media to drive awareness of the app, and build in a viral element to spread
the word.
- Optimize it for multiple devices. While the iPhone is the top device for applications, small tweaks
can make the app more user-friendly on other devices.
- Make it fun. The application should offer something above and beyond what the user can find on
the website to give them a reason to download it.
Implications, continued
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4. Mobile Users are Social
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Access to and engagement with social
networking tools via mobile is exploding.
31% of smartphone users have accessed social
networks via mobile browser, up from 23% in
2009.
14.5 million mobile users downloaded a social
networking application to their mobile device as
of April 2010, up 240% from the prior year.
OfFacebooks 500m+ users, 100 million access
Facebook through their mobile devices.
Mobile phone users are far more likely to use
Twitter (25%) than those who access the internet
solely from wired connections (8%).
Mobile Users Stay Connected 24/7 on Facebook and Twitter
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Sources: comScore MobiLens, Facebook, Pew Research
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Consumers Who Use Mobile Social Networks are Demographically Favorable
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Those who use social networks via mobile
are more active and more affluent.
People that use Facebook on their mobile
devices are two times more active onFacebook than non-mobile users.
80% of those who use mobile social
networks are between the ages of 18 and 43
only 58% of those who use social networks
online fall in this age range.
While they skew young, 39% of mobile
social network users earn $100K or more.
flickr Chappell Studio
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Because mobile social network users are more active on social networks and more
affluent, they are a group worth targeting and building a relationship with.
For years, people have used their mobile devices to connect with others by voice and text
message, and connecting through mobile social networks is an extension of that behavior.
The benefit for businesses is the ability to leverage these social networks for real-time,
localized and viral communications/promotions.
- For example, a consumer in a store may see new product; post a question about the product on
Facebook or Twitter; then, a friend may send her a mobile coupon on the spot to encourage her to
try the new product.
- A business can also use their Facebook or Twitter presence as a timely way to present information,
deals and coupons to consumers to access while out and about.
Having a mobile device in-hand at all times allows consumers to post reviews of products,
restaurants and movies in real-time. Businesses must monitor consumer comments of
their brands on Facebook and Twitter in real-time, and they also be prepared to respond
and provide customer service as quickly as consumers post these comments.
Implications
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5. Mobile Users are Diverse
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Gender and age influence how people use mobiledevices.
79% of men use their mobile phones to simply"escape compared with only 61% of women.
82% of seniors use their mobile phones for
information and learning.17% ofultra-affluent (HHI $200K+) frequentlyengage in m-commerce compared with 7% ofaffluent (HHI $150K+).
Almost one-third (31%) of 10 year olds have mobilephones. (see chart)
-Also, young people (under 1
8
) are more inclinedto use SMS messaging (texting) than older mobileusers.
- 44% of youths shop with their mobile phones.
- One-third of American teens send over 100 textper day and many send as many as 3,000 a week.
Different Strokes for Different Mobile Folks
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Source: flickr user Batikart
Sources: Ruder Finn, Pew Research
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African American and Hispanic Mobile Users are Favorable Towards Mobile Shopping
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African American mobile
users are relatively more
interested in doing
comparison shopping and
checking inventories on a
mobile device.
In addition, mobile banners
have been found to be five to
10 times more effective than
online banners for reachingHispanic consumers.
% Interested in Using Mobile Devices for the Following:
Sources: Sterling Commerce, Mobile Marketer
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As with any set of consumers, segmenting and targeting is necessary to
deliver the right message to the right consumer at the right time. Different
consumer demographic groups are approaching and adopting mobile very
differently. Especially with the wealth of information that business can collect
from mobile consumers, this data can be used to deliver messages, content
and functionality that will be most relevant to each individual user.
Companies should understand how their target market is using mobile to
prioritize what content to deliver via mobile, which mobile channel is most
effective (mobile media, applications or SMS, etc.) and what features to
prioritize when developing applications.
Implications
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6. Location, Location, Location
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Mobile Users Will Share Their Location to Get Local Information and Deals
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Sources: ChoiceStream and JiWire
disagree,
18%
Forty percent of mobile users take advantage of geolocation features. Over one-half (53%) will share their
location for more relevant advertising, 38% are more likely to engage with a locally-relevant ad, 65% are more
likely to buy if they can find retailers locally and 63% will provide location information for relevant content.
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Mobile Users are Quickly Adopting Location-Based Applications
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Number of FourSquare and Gowalla Users by City
Source: Mashable
The popularity ofFourSquare, Facebook Places andGowalla demonstratemobile users willingness to be identified based on their personal location.
There were 100 million FourSquare check-ins in July 2010.
flickr indycolts2k6
This provides many opportunities for businesses. Starbucks partnered with
Foursquare to create a special badge and rewards for being the mayor of one of
the stores, enabling the Foursquare Mayor of the local Starbucks and get $1 off a
frappuccino.
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Mobile users from around the world are
accessing mobile content from every
region.
Most (94%) of U.S. mobile sites aregetting at least some traffic from non-
U.S. sources.
Slightly more than one-quarter (27%)
are getting at least one-half of their
mobile traffic from non-U.S. sources.
Not Only Local, But Global
flickr Poetic Home
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Sources: Motally
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Location-based targeting is the a critical distinction that makes mobilecommunications more powerful than other channels. Knowing where a mobileuser is - whether if be in a store, with friends, at a restaurant or at the office -can help businesses know which content is most relevant to deliver to theconsumer at that moment.
- For example, some shopping-list applications will allow a user to build a store list;then, the mobile app can identify when the mobile user is near the store and send a
coupon or special offer at that time.
Ensure that location-based mobile tools have high utility and privacy.Consumers are more comfortable sharing their location when they see atangible benefit to providing their location information so give them a reasonto do so.
Collect data on where the companys mobile users are coming from. Offeringapplications or mobile media in multiple languages or with local nuances maybe worthwhile if a substantial number of users are from outside the U.S.
Implications
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7. Mobile Ads, Applications and SMS
Drive Revenue
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Mobile Is Generating Revenue
The mobile payments market is expected to
quadruple by 2014, reaching $630 billion in
value, which equates to 5% of total e-
commerce sales.
North American mobile commerce sales alone
will top $750 million this year.
The mobile gaming market will top $800 million
this year including downloads and ad revenues.
13% of mobile users have made a mobile
purchase.
PayPal saw a 650% increase in mobilepayments on Black Friday in 2008 vs. 2009.
The amount that consumers are willing to
spend varies by type of handset (see chart).
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Sources: ABI research, Juniper, emarketer, Pew Research, Mobile Marketer. PriceGrabber.com
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Mobile Users Will Engage With Compelling Mobile Ads
Fifty-two percent of smartphone users
have acted on advertisements within
applications.
Mobile advertising is between 3 and5 times more effective than online
advertising.
Smartphone owners value
applications, but 76% would rather
have advertisements in their appsthan have to pay for the app itself.
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Your ad
here!
Sources: Internet Retailer and JiWire
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Mobile Users Will Engage With Compelling Mobile Ads
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The third season of HBOs True Bloodseries was announcedwith an iPhone ad. Bloody fingerprints appeared whereverthe user touched on the full-screen ad, and then bloodcascaded down the screen.
98% of people who saw the ad engaged with it, and11% re-opened it to show it to others.
The video of the iPhone ad was viewed on YouTube
over 10,000 times in seven days. The ad resulted in125,000 Tweets.
5.1 million viewers tuned into the True Bloodseasonpremiere, marking a 38% increase over the previousseason premieres viewership.
In a Dockers iPhone ad, users shook the device to seedancer Orbitron dance. Engagement with the ad averaged42 seconds per viewer.
Dockers achieved a 300% gain in positive social mediabrand conversations, as well as widespread mediacoverage.
Sources: Mobile Marketer
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SMS Text Messaging is Still Relevant and Can Drive Revenue
SMS is a top activity among mobile users,particularly youth.
Almost two-thirds of mobile users sent atext message in March 2010. Texting grewone percentage point during the prior 3months, which is just slightly lower than
the growth of other mobile activities.
Adults 18+ send an average of 10 textmessages per day; teenage girls send 100texts per day.
The Red Cross Text Haiti campaign forearthquake relief efforts raised $4m in thefirst 48 hours, and over $32m in the firstmonth.
Sources: comScore MobiLens, Red Cross
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Mobile creates infinite business- and revenue-generating opportunities by taking advantage
of a hybrid of traditional and digital marketing and communications channels.
- Mobile provides business value through branding, generating awareness and purchase intent, driving
viral conversations and generating sales.
- Mobile also leverages traditionally offline marketing and communications tactics by enabling mobile
couponing, point-of-sale content and promotions, in-store inventory information, etc.
- The payoff comes from building a prolonged engagement with the consumer that leads to improved
perception, advertising engagement and ultimately sales. Businesses should not be concerned with
generating sales from downloading applications, but by the role apps play in generating sales.
- As is true with web-based TV services such as Hulu, mobile users are willing to watch ads in exchange for
services such as content and applications. This suggests an opportunity for companies to generate
revenue from the on-the-go audience without evoking frustration or negative feelings about the brand.
- SMS is still an effective revenue-generating channel, especially among young mobile users and for
specific initiatives. There are 5 billion texts sent daily in the U.S. vs 310 million Google searches daily.
There is an opportunity to communicate with customers the way they communicate with each other.
Implications
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8. Business are Behind the Curve
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While Consumers are Engaged, Many Retailers Have No Mobile Presence
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Considering the number of applications downloaded and consumer willingness to seek
out applications, many businesses are not sufficiently engaged.
80% of US multichannel retailers had no m-commerce capabilities. 42% of retailers who
do not have a mobile presence plan to launch one within the next two years.
Only 12% of the top 500 internet retailers have sites optimized for mobile phones and only
7% have downloadable mobile applications.
Even companies who are dabbling in mobile do
not have a solid mobile strategy. Two-thirds of
companies with a mobile presence do not have
a formal mobile strategy or are only in the veryearly stages of developing one.
Sources: Internet Retailer, Acquity Group, Forrester
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Marketers Focus on Customers Social Network Activities, But Not Mobile
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While marketers have embraced social
media as part of their email campaigns, they
are not taking advantage of offering
mobile-optimized messages for customers.
63% of marketers are not tracking whether
their email subscribers are viewing messages
on mobile devices.
About two-thirds of marketers are
integrating social media into email
campaigns, compared with only 25% who areintegrating mobile into email marketing by
offering mobile-optimized messages.
marketers
integrating
social media
into email
campaigns
marketers
offering
mobile-
optimized
messages
Sources: eROI
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While consumers are quickly adopting smartphones and mobile services, many businesses are
hesitant to jump in, citing a lack of revenue streams or low user adoption as justifications.
However, as has been demonstrated in this report, mobile users are actively interested in
interacting with businesses via mobile.
- Engaging with stakeholders via mobile now is imperative. Mobile adoption is growing so much more
quickly than PC or Internet adoption, that the majority of consumers will be thoroughly engaged in
mobile transactions in the next few years. Businesses that do not start strategizing and developing
for mobile now will be left in the dust.
- Now is the perfect time to test the effectiveness of different types of mobile media, applications and
content. Taking the first step by reaching out to stakeholders via mobile, learning who they are, how
they want to interact with the brand via mobile, and developing basic applications to engage with
customers can provide learning for future mobile tactics. Then, the business will be ready to engage
stakeholders with optimized mobile tools and content when the masses start using mobile as aprimary channel for communications and transactions.
- Developing a website optimized for mobile browsing is a simple first start. For example, a mobile
website might have categories most relevant to mobile customers (i.e., store locators, links to product
inventories and contact information) on the first page.
Implications
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9. Mobile In and Out Of the Workplace
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Smartphones Have Become a Staple in the Workplace
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The proliferation of smartphones among
employees has contributed to the 24/7
workplace, and smartphones are becoming
a primary tool for business
communications.
Firms expect to triple the number of
employees using smartphones to 30% in
the next three years.
When employees use smartphones
instead of desktop computers, it is
usually because they are away from the
office, which is becoming more frequent
among office workers.
Almost one-half (47%) of employees
with smartphones use them instead of
desk phones for work calls at least two-
thirds of the time.
I can run the app from any location
I dont feel like turning on my computer
I need to use the app while commuting
I spend time at locations where I cant use my
computer
My computer is at work, but I need to run
the app away from the office
I can run the app more easily and quickly on
my smartphone
Sources: RingCentral, Nielsen
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BlackBerrys are the Most Common But Not Always the Favorite Smartphone
46
Companies most often issue BlackBerrys to
employees, but many prefer and choose to
use other smartphones for work.
Over one-half (57%) use Blackberrys,
followed by iPhones (14%).
Almost one-quarter (23%), use
smartphones not issued by their employer
for work, particularly Apple iPhones.
Partly for this reason, 43% of IT workers
are concerned about security or IT risk
regarding the use of smartphones for
business use. I purchased myselffrom my
company's
approved list, 21%
I purchased one that
my company maynot support 23%
I selected from company's
approved list and company
purchased, 22%
My company
issued it to
me, 34%
Sources: Forrester
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Email is the Top Activity, But More Sophisticated Tasks are Also Possible
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While email, personal contacts and calendars are the most popular smartphone features used for
work, productivity, collaboration and management applications are also used. These apps enable
employees to do substantial work tasks while out of the office.
Sources: RingCentral, Nielsen
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As employees become more mobile, businesses need to arm employees with
tools to work as efficiently as possible while at home or on the road.
Providing mobile devices that are best-suited to employee work will ultimately
lead to better worker productivity and higher security. Employees will choose
devices that are easiest for them to use, and security and other issues may ariseif IT teams are not able to support these devices. Companies should at least
provide content, tools and support for different types of smartphones.
Phone and email are the most common tasks conducted on smartphones, but
employees are starting to do more sophisticated tasks on these devices.
Enabling as many data-access tools and work processes on mobile phones willonly serve to make employees more productive while away from the office.
Implications
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10. QR Codes Move West
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Prevalent in Japan since 2003, QR (Quick
Response) codes two dimensional images
containing encoded data will soon be as
ubiquitous in the U.S. as bar codes on products.
A mobile user takes a picture of a QR code on
an advertisement, product, etc. and the photo is
received by the companys server by mobile app
or text message. Then the requestor receives
relevant video, audio, image or text content on
their phone.
- JagTag, a leader in text-message based QRcode services, recently generated 120,000
responses in a QR code promotion of
Sports Illustrated.
QR Codes Turn Ads into Real-Time Engagement Opportunities
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Mobile users are willing to engage with
brands, as long as the brands provide
meaningful content in return.
NYC Media is placing QR Codes on the sides of
2,200 NYC Department of Sanitation trucks.Scanning the codes will take users to a video
from NYC Medias show The Green Apple:
Recycling.
JC Penney is using QR codes for store discounts
that can be scanned directly from a phones
display screen at the register.- The coupons will be available via Web,
mobile advertising, email and SMS.
Brands are Using QR Codes to Connect Directly with Mobile Users
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QR codes are most effective when placed throughout an integrated campaign
that includes print ads, in-store displays, direct mail, websites and even iPad ads.
Think of relevant locations when placing QR codes. For example, airports are a
great location for QR codes for branded content that parents can use to
entertain their kids, or for managerial thought leadership for business travelers
to read on the plane. When mobile users receive content that is relevant to their
location, they are more likely to find value within the brand.
QR codes provide opportunities to deliver much more content that was
previously limited by space constraints on ads and packaged goods, such asingredients, product features, recommendations and other product details.
Businesses should consider what type and quality of content they can offer to
give mobile users personalized shopping experiences.
Implications
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Jay Leveton
CEO, Proof Integrated Communications
202.530.4696
B.L. Ochman
Managing Director of Emerging Media
212.614.4984
Chris Gee
Managing Director of Digital Media
212.614.5093
Zach Ambrose
Manager of Digital Media
212.614.4119
Contacts
Ashley Welde
Director, Research & Insights
212.614.4924
Lauren Papp
Client Executive, Research & Insights
212.614.4669