Download - Mobile: ultimate personalised marketing
Internet World 24.4.12
Mobile :
ultimate personalised marketing
Rob Thurner
Burner Mobile
@burner_mobile
@theidm
Rob Thurner – Mobile consultant,
trainer, speaker
• 20 years digital and traditional
marketing experience
– Journalist, Group Marketing
Director at international media
owner
– Commercial Director with Mobile
agency Incentivated
– Digital tutor and trainer: IDM, IAB,
IPM, theknowledgeengineers
– Founder, Burner Mobile
• Mobile clients:
– British Airways, GlaxoSmithKline,
Heineken, Jaguar, John Lewis
Partnership, King of Shaves, M&S,
Macmillan, NSPCC, Specsavers, STA
Travel, Virgin
Mobile perceived as personal &
innovative medium
personalised
innovative
fun
creative
stylish
entertaining
relaxing
mood setter
persuasive
trustworthy
information
comprehensive
up to date
convenient
immediate
for me
undemanding
mobile media
magazines
internet on PC
TV
radio
newspapers
Source: Exposure, Orange Home UK plc
Old Service MobileService
Brand
Consumer
.com
Call Center
Paid Media
Branch
New Service ModelS
erv
ice
Bra
nd
Events
Sponsorship
Gaming
Mobi
Consumer
Branch
.com
Mobile
Call Center
Blogs
Paid Media
Social
Networks
Apps
Now Consumers Want More…..
Call
Text
Social
networks
Search
Content
Download
Mobile TV
Web
browsing
Micro-
payments
Gaming
Shopping
Music
Camera +
pictures
Personal
organizer
Navigation
Vouchers +
ticketsTablets
Challenge 1
Harness mobile behaviour
AppsMobile sitesMessagingGeo-social
mCommerceMobile ads Mobile search Codes & coupons
Challenge 2
Handset diversity
Source: ComScore
Note:
iPhone includes iPhone, iPhone 3G, iPhone 3G S 32GB, 3G S 16GB
N95 includes N95 & N95 8GB
6500 includes Classic & Slide
RAZR V3 includes V3 & V3i & colour options
Curve includes 8520, 8300 & 8900
Total UK market size: 48,500,000
Devices per 100 of population: 84.49 (Global avg: 59.3)```
#1 Apple iPhone
#4 Nokia 5800
#5 Samsung Tocco Lite
#2 Nokia 6300
#3 Blackberry Curve
Rank Manufacturer Model Subscribers Market Share Previous Rank
(Feb ’10)
Change (vs
Feb '10)
1 Apple iPhone 3,972,692 8.19% 1 ↔
2 Nokia 6300 1,310,913 2.70% 2 ↔
3RIM - BlackBerry
Curve1,121,834 2.31%
4 ↑
4 Nokia 5800 1,043,093 2.15% 3 ↓
5 Samsung Tocco Lite 934,662 1.93% 11 ↑
6Nokia
2330 Classic753,525 1.55%
20 ↑
7 Motorola Razr V3 678,301 1.40% 5 ↓
8Samsung
Tocco SGH-
F480592,086 1.22%
8 ↔
9 Nokia 6500 Slide 564,012 1.16% 6 ↓
10 Nokia N95 473,676 0.98% 7 ↓
Top 10 handsets = 23% of UK mobile users only
All change
Mobile is no longer
“just a phone”
Fast connection over 3G, 4G
and WiFi enables fast web
browsing
Big storage for video,
pictures and music
GPS enabled for mapping,
navigation & geo location
Downloadable apps, games,
and content
Large touchscreen enables better
user experience across all services
Smartphone
penetration – now
> 50% in UK and US
Smartphones are
now the sole focus of
all handset
manufacturers
Tablet: Mobile device, laptop
or hybrid?
• Steve Jobs: PC is the ‘pick-up truck’,
Tablet for day to day use (iCloud)
• Portable (10 hrs battery), but not
pocket size
• Wi-fi and network enabled, but not
‘unique’ cellular device
• 50% interactions whilst watching TV
• Online commerce, but not in-store
shopping with coupons
Challenge 3
Legislation and Regulation
• Governing bodies
– Ofcom: harassment texts
– PECR: SMS regulation
– DPA: data storage and sharing
– PhonePayPlus: premium SMS
– CAP Code: children, alcohol, tobacco
– Ministry of Justice: accident &
debt mktg
• Advisory bodies
– DMA: Mobile best practice guidelines
– IAB: multiple digital channels
– MMA: international
Challenge 4
Measurement and ROI
• Mobile is 100% accountable
• Data trail tracks customer,
time and location
• One mobile has one UNIQUE
user with UNIQUE user profile