What is the Mobile Marketing Opportunity in

today’s fragmented media landscape?

What we’ll cover in the next 324 slides or 45 minutes (whatever

comes first)

1. Canadian Mobile Stats

2. Relevant U.S. & Broader Mobile stats

3. The Mobile Media opportunity

4. Five Things you need to know about the mobile web

5. Five Things you need to know about mobile apps

6. Four ways of making old media undead with mobile (using what we just learned)

7. Where mobile fits in our digital marketing mix

8. Questions & Answers

Mobile is becoming ubiquitous

Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

75% in 2009

93% by 2011

Usage by Province and Age

Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

Source : CWTA

Over 1 billion SMS messages sent in 2008 on shortcodes

Estimated 40 billion in 2009

20 Billion text messages sent in 2008

SMS is already Ubiquitous

Females and Persons 35-54 are Key Mobile Targets

Females are gaining more ground in the mobile

market

Source: comScore M:Metrics, US,, Persons 13+, 3mnth avg ending May 2005 - May 2009

Source:

Voice No Longer the Killer App:Mobile Browsers, Application Users and Downloads (Mobile Media Users) Growing 24% Year over Year

Product: MobiLens

Data: Three month average ending May 09

Country: US - N= 35,520

2008

05

2008

06

2008

07

2008

08

2008

09

2008

10

2008

11

2008

12

2009

01

2009

02

2009

03

2009

04

2009

0527.0

28.0

29.0

30.0

31.0

32.0

33.0

34.0

35.0

36.0

37.0

30.0

35.6

% Mobile Media Users

% M

arke

t

Mobile Media; 35.6%

SMS (and not mobile media); 29.5%

Just Voice; 35.0%

Market Segments

Facebook Dominates in Mobile Social Media

mig33

JuiceCaster

Yelp

Dada

MocoSpace

Bebo

MSN

YouTube

Facebook

0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000

Social Networking/Chat/Blog Brand Usage

Projected Subscribers

Source: comScore, Inc. US, 3 Mth Ave. Ending May 09, Ages 13+

=

Twitter rocks Mobile more than Desktop

PC Mobile0

2

4

6

8

10

12

4.7

10

Visits per Visitor

Twitter0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Apple Motorola Samsung LG RIM

Proj. Subs

• RIM Holds the most Twitter.com users• 7.1% of RIM and Apple Owners Tweet

comScore Inc. M:Metrics US – October 2009

comScore Inc. Mobile Metrix – August 2009 – Symbian, MS, and Palm OS

Mobile Web Drawing Diverse Advertisers

Mobile Advertising: Not Just About Ringtones Anymore

Mobile Media Opportunity

Multi-screening becomes ubiquitous

• Only 4% of the US online population say that they never use a computer while watching TV

• We can view this as fragmentation… or opportunities to engage more deeply with our audiences where they are already spending time

comScore Plan Metrix April 2009

We’ve been predicting this for a while…

Mobile Web (aka WAP)… becomes relevant

1. More people will access the mobile web by 2013 than the “desktop web” (01/14/10 Gartner report)

2. The user experience has to be optimized for the mobile web

3. Mobile websites need specific purpose and relevance to users

4. You can build mobile websites to work on all devices

5. You don’t need to spend a lot to get a lot

5 things you should know about the mobile web

.mobi thinking is not .com thinking

Mobile domain / URL strategies

Source: http://www.mobilemarketer.com/cms/news/research/2988.html

Smartphones are HOT!1. About 4 million Canadians are

accessing the mobile web through their mobile device

2. 6 of the top 10 best selling phones are touch-based smart phones

3. 25% of all new Canadian mobile sales in Q2 09 were smartphones. That rose to 47% in Q3 09.

4. 55% of Canadians have indicated that they are looking to upgrade their mobile phones over the next 6 months

5. By 2011 nearly all phones will be smartphones

Should you build an App for that?

Apps stores… More than Apple.

Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg

1. It takes more work (for marketer and consumer) to drive people to a mobile app vs. a mobile website

2. Allows you to build a richer experience without impacting data speeds / charges

3. Allows you to take advantage of native phone features (camera, voice, “shaking”)

4. Features can work offline

5. There’s an App for that

Five things you should know about Mobile Apps

App examples

So… Wap or App?

VS

(but probably start with a mobile website)

DO BOTH!

4 ways to make old media undead with mobile

Call to action with SMS that resolves to mobile web URL

Rich Abronson, VP Marketing @ Gumiyo:

• “This is a clear indication of the power of SMS and the Mobile Web to increase the effectiveness of marketing campaigns that include an on-site promotional event or venue, and we believe the contributions of these channels will dramatically increase in 2010 and beyond”

Create a mobile website & promote it!

• Promote on all displays, POS, print & OOH

• W3C Compliant (works on all mobile devices)

• Leverages iphone webkit capabilities for enhanced menu features

• Build once – use many times

Create a mobile call to action with 2d / QR Codes

2-D codes the near future of mobile

marketing• A 2-D code looks like a

pixilated 1980s Ms. Pac Man game board

• Extend & create a more interactive mobile experience– Enter a contest – Get a coupon or gift certificate – Get product information – Download movie trailer– Download music– Access information on a

mobile website – Get directions to a location

with a link to google maps (store locator)

Example: Stella Artois• Stella Artois ran a contest across

Canada with a QR Coded poster campaign (image below). The QR Code resolves to a mobile website where entrants can win a unique experience at a film festival, including the Toronto International Film Festival, the Vancouver International Film Festival, the Calgary International Film Festival and the Atlantic Film Festival.

• The experience includes meeting up with a film industry insider, attending a festival screening and VIP access to an exclusive party.

Japanese QR Coded Building(resolves to mobile web with up to date shop information)

QR Code Only Magazine

A Japanese magazine Tada Gets (things for free) is now into its fifth issue. It is composed almost entirely of QR codes and by scanning these codes mobile users link to a variety of free ringtones, decorations, games, music, pictures and other content.

7 things you should know about

1. Bluetooth is the global short-range wireless standard

2. Default range is 100m – but can be adjusted down

3. 1.5 billion Bluetooth-powered devices worldwide

4. 80 percent of new mobile phones come with Bluetooth

5. Consumer awareness of Bluetooth at all time high

6. Response rates are typically 5-10%

7. Many blackberries do not support 2-way bluetooth… yet

Bluetooth Best Practices

1. Don’t use as “blue-spam” – use as opt-in channel (ie. South African malls)

2. Needs to be supported by other communications

3. Make sure there is a value exchange with consumer

Where does Mobile fit into the digital marketing mix?

BSTREET Media Mix Philosophy

Where to start?1. Incorporate mobile call to action in all OOH & print media (SMS,

URL, QR, Bluetooth) – Give the Consumer at least 2 of the 4 options mentioned above

– Leverage existing assets to create something of value to the Consumer

– You don’t need a robust mobile website to resolve to, but it needs to be more than a larger version of the Ad itself

2. Extend existing “desktop” web properties to the mobile web– Design to work on all devices – but optimize for smartphones

– Start small – but be relevant and specific

– Use existing URLs but add device detector

– Promote the fact your sites are mobile friendly online and in other channels

3. Start allocating ~20% of your digital media budget to mobile

Q&A

Follow me here:• twitter.com/phryl• burningthebacon.com• linkedin.com/in/phryl

• Copy of today’s presentation can be found here:

•

slideshare.net/phryl

Phil Barrett (.mobi)VP Digital & Mobile• CMA Digital Council• Mobile Evangelist• 360 Marketer

BSTREET Communications Toronto & London, UK

About Me

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