mobile brand experiences – key findings
DESCRIPTION
Leveraging the power of mobile marketing for brands. A snappy insight into the life of a smart phone user. Conducted and compiled by Marc-Oliver Gern.TRANSCRIPT
![Page 1: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/1.jpg)
MOBILE BRAND EXPERIENCESKEY OBSERVATIONS
![Page 2: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/2.jpg)
“To be wired, or not to be wired,that is the question.”
![Page 3: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/3.jpg)
Brad, a mobile user
Today, we are going to meet…
A smart phone The mobile market
![Page 4: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/4.jpg)
Say helloto Brad!
![Page 5: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/5.jpg)
Brad is between 31 and 33. He downloaded 27 apps*, including11 games over the lifetime of his smartphone.He engages with most of his apps 91 days until he deletes them.23% of the apps he never launches again after the first download.
* The Yankee Group predicts, this number goes up to 60 apps/year
![Page 6: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/6.jpg)
The most common reasons whyBrad and his friends use theirsmart phones…
![Page 7: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/7.jpg)
I’m bored(Bored now) I love
multitasking(or Repetitive now)
I’m local(Urgent now)
(Google’s 3 mobile behavior groups)
![Page 8: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/8.jpg)
A day with Brad
8 h work1,5 h commute
2 h internet5 h TV/Console
21 min. talk/phone25 SMS read/write79 min. using apps
iPad?= Pretty busy TIP: With mobile, the frequency
of connecting with the web goes
up = opportunity to connect
brand & client increases
![Page 9: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/9.jpg)
Brads smartphone usage takes away time spend on other devices. Moreand more.
Anybody want to guess how much money that is?
![Page 10: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/10.jpg)
Brad is always connected. But more often in the evening, while on his couch.
Tablets are considered to be more an “evening” device,
which at the end also takes away console time.
![Page 11: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/11.jpg)
Brad does things differently on the desktop and on his smartphone
Desktop Mobile
![Page 12: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/12.jpg)
Context creates new opportunities
Brads usual day
8 am 11 pm
Brads unusual day
8 am 11 pm
Work in progress
![Page 13: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/13.jpg)
Say helloto Brad's smart phone!
![Page 14: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/14.jpg)
On Brads smart phone there are:27-30 apps.He uses only 5 most of the time.Brad gives an app 2 min./ave.(except Games)
Phone Msg. E-Mail Game Weather Safari/Search
EAApp?
![Page 15: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/15.jpg)
Mobile happens in varied environments with varied privacy.
63% do NOT share their phones. Brad either
![Page 16: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/16.jpg)
Mobile is very context sensitive. Mobile is
very personal.
![Page 17: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/17.jpg)
Another thing,…
![Page 18: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/18.jpg)
Android is mostly male
(73%)
iPhone is mixed (53%)
![Page 19: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/19.jpg)
So, Brads smart phoneIs always with him, he even textsfrom the bathroom (27% male,54% of female users).He uses it as a digital wallet.And thinks it’s not a PC, it’s a “connectivity tool”, where I canplay games when I am bored.
![Page 20: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/20.jpg)
Brad likes apps, but:He accesses Facebook via his mobile browser (like 55% of all FB users)He is one of 6 mio. people that visits the mobile site of ESPN, compared to 11 mio. who use the app.
![Page 21: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/21.jpg)
That said, Twitter was surprised by the fact, that even with the plethora of third-party Twitter apps out there, not only Brad was having trouble finding and selecting one because none were called “Twitter.” He still tweets via SMS, like 17 mio. other users.
Source: Twitter Company Blog
![Page 22: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/22.jpg)
Say helloto the mobile market.
![Page 23: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/23.jpg)
1,9 bio are on the wired web5 bio. Mobile phones out
![Page 24: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/24.jpg)
54% of free apps have fewer than 1,000 users.Long term audiences are generally1% of total downloads.Usage declines by almost a third in the first month after use, stabilizing under five minutes.350,000 apps are currently in the app store. Only 20% have an audience.
![Page 25: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/25.jpg)
Best Practices
Barcleys Waterslide and Rollercoaster26.7 mio users
TIP: Games are good for
acquisition
![Page 26: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/26.jpg)
Best Practices
BMW Mobile Sales App45 mio. Revenue in selling parts
TIP: Define your audience.
Deliver specific services.
![Page 27: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/27.jpg)
Best Practices
ebayEach second one mobile transaction.Sold 3 Ferraris each month from mobile devices.Items sold worth $400 mio.
![Page 28: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/28.jpg)
Best Practices
World of Warcraft Auction House (Buy, Sell, Trade) and Info GuideRelat. Small user base compared to other outlets but very active.
![Page 29: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/29.jpg)
Best Practices
Xbox (several apps)Check Friends, Avatars, Game Statistics (Problem: Not a large user base,App Store chart ranking around 135 to 185)
![Page 30: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/30.jpg)
Best Practices
Firemint GTI Real RacingIncreased Test Drives by 80%, with out a single Dollar spent on Ad.# 1 iPhone app in 36 countries (4,4 mio. downloads)
TIP: Focus on one purpose. Here
everything leads towards:
BOOK A TEST DRIVE.
![Page 31: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/31.jpg)
Best Practices
Jamie OliverIncreased brand recognition, produced most lucrative app (sell for 7,99)
TIP: Outrun your competitors with
high quality execution. Deliver
specific content, for a core audience.
Here: 20 minutes meals for busy
people who don’t want to cook.
![Page 32: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/32.jpg)
Best Practices
SMULE – T-Pain300,000 downloads in the first 3 weeks.4,1 mio user generated songs. Increased record sale by 65%.
TIP: Inspire – Engage – Sell.
![Page 33: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/33.jpg)
Conclusion:Do it simple.Make it sticky.Make it useful.
![Page 34: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/34.jpg)
Understand mobile contextCreate a product, don’t re-imagine one for small screens. Great mobile products are created, never ported.
Be creative
Change user behavior
![Page 35: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/35.jpg)
Change user behaviour with experiences not a set of features.
![Page 36: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/36.jpg)
Start with an Application Definition Statement.What is it?Who is it for?
![Page 37: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/37.jpg)
Pick a few features, most frequently used, by the majority of people, appropriate for mobile context.
Think of BradThink of Brad
Think of Brad
![Page 38: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/38.jpg)
Links.http://www.mobile-ent.bizhttp://www.comscore.comwww.forrester.com www.kpcp.com http://www.piperjaffray.comhttp://blog.compete.com/http://www.mobiliciouz.comhttp://kissmetrics.comhttp://www.nokia.commetrics.admob.comblog.nielsen.comTwitter.com
![Page 39: Mobile Brand Experiences – Key Findings](https://reader035.vdocuments.site/reader035/viewer/2022062511/54c834844a7959e8628b463d/html5/thumbnails/39.jpg)
Thanks.Prepared by Marc-Oliver for EA Sports Online, Feb. 2011