recess mobile - mobile x conference presentation (w/ notes)
TRANSCRIPT
Solving problems with SMSAn introduction to mobile marketing. And on the power of real-time notifications. And about the global mobile market. And about helping small businesses communicate with personnel. And about unique use cases for SMS. And about the mobile ecosystem. And about the next 4 billion. And something about parking. And probably some mention of email. And about split testing.
QUESTIONS
How many of you are marketers?Technologists? Both?
Don’t give us your undivided attention. Please Twitter away. Comment on anything you find interesting @vlbeta
What is SMS?
>Short Message Service
>Delivers 160 characters in Western languages
>Sent in the ‘extra space’ on tower pings
>4.1 trillion messages sent worldwide in ’09
WHAT’S A PHONE FOR?
SMS is the only true, mobile push notification systemWell, besides voice
But that’s what mobile phones are:
communication devicesSecondary functions: identity real-time notifications
SMS statistics for US marketers> Because it’s opt-in,
conversion rates 8-20%+
> Reach: 98% mobile phones compatible, US mobile penetration to hit 100% in 2013
> On average, Americans send & receive 357texts/month, 1 trillion total sent in 2008
> Messages have >80% open rate, offer delivery confirmation
> SMS is viral. Allows for easy & casual forwarding.…group offers, event notices, specials
Global market size comparison
SMS:$130b in ’08,$224b in ’13Videogames: $41.9b in ‘07, $46.5b in
‘09Hollywood box office: $26.7b in ‘07Online advertising: $21b in ‘07
Ubiquity
cell phonessho jimobilescelularesHandyskännykätkeitaiPelephonesmóviles
Africa
> Subscriptions grew 550% in 5 years; 54m to 350m
> 100k employed in wireless
> Not even going to talk about Asia. Much.
Global innovation
>Presidential voting results by SMS
>Grain prices>Micropayments>Mobile banking>Healthcare>Anonymous crime tip line
THE NEXT 4 BILLION
Via Communities Dominate Brands
6.7b people480m papers printed daily800m registered autos1.1b personal computers (all kinds)1.2b landline phones1.4b internet users1.5b TV sets1.75b credit card holders2.1b bank accounts3.9b FM radios4.3b mobile subscribers (3.1b unique)Expect 120% mobile penetration in a
decade
“I have one for work, one for family, one for pleasure, and one for the car”- A Middle Eastern salesman
US messaging ecosystem
Carriers (Tiers 1-3)CTIA, NeustarMobile Marketing Association
AggregatorsService providersAd networksContent providers
Staying compliant
SMS uses
Appointment remindersCouponingSnow reportsAnything time sensitive that users need to see
A/B testing
Problem - street sweeping
Complex sweeping schedule
Forget to move your car
TOWED = $$$
Solution
AntiTow.com
SMS alerts
Day before and day of
Free
Problem - Salon Lofts
Dispersed personnel, little/no access to
40% CSR time spent making phone
calls
Support requests
Meeting / conference call reminders
RSVPs, roll call, etc.
Solution
SMS communication tool
Two-way communication
Immediate measurable ROI ~
66%
Additional benefits
Problem - pay for parking
Croatia
Mostly paid parking areas
No change / cash
Re-up parking time
Solution
Text plate # to zone short codeSMS reminder when running outReply to re-up10% increase in total revenue10% decrease in printed tickets
2001 - CRAZYDubai, London, most recently Los Angeles
Problem - counterfeit drugs$75b worldwide market
30% pharma sold in developing countries fake
Anti-malarial medication one of most susceptible
Malaria costs Africa $12b in lost GDP / year
200,000 lives / year could be saved if anti-
malarial medication was genuine
2003 – Interpol found 80% drugs were fake in
Lagos, Africa
Solution
UPAPAlphanumeric labeling system
More uses of SMSMobile Payments Stock Quotes Game: Find A Prize
Donations Sports Game Scores SMS Consulting
Checking Weather Hotel Check In/OutLogging Data (Weight, Running Time, Etc.)
Word Lookup Fuel Prices Alerts SMS Auctions
Movie Times Street Sweeping Alerts Happy Hour Specials
Chatting VIP Offers Ovulation Cycle Alerts
Voting Secret Meetings Astrology Lookup
Advertising Flash Mobs Traffic Delays
School Closings Prescription Identification Overdue Video Reminders
Digital Business Cards Lead Collection Company Announcements
Driving Directions Illness Diagnosis Ticket Purchase
Polling Mileage Recording Parking Payments
A/B Testing Wine Bottle Notes Bill Payment Reminders
Mobile Banking Radio Song Ids Country Facts
Schedule Requests Wikipedia Search Exchange Rates
World Time Request Real Estate Lookup Personal Diary/Log
Word Translation Appointment Reminders Birthday Reminders
Web Server Monitoring Virtual Queue Management
Problem - presentation distro
Gathering email addresses
Lag time 1-2 days to
process
Level of interest decreases
SolutionText MOX
Auto response email and SMS
Link to presentation and contact info in your
inbox
MESSAGE AND DATA RATES MAY APPLY
to
465637
Vitaliy…
Why are you telling us this?
DifferentCommunication Channels
Why?
For what purpose?
What’s the goal?
Rich experiences?Embed Flash?
Play 3D games?
SMS is great for…
Time-sensitive communication
Utilize existing technology in developing
countries
Dispersed workforces
Less technically savvy audience
Audience who rarely checks
computer/email
Workforce on the go
Constrained budgets
GO SOLVESOME PROBLEMS!
What are you waiting for?
THANKS
Questions? Visit our website at recessmobile.com.Call or text us at (810) 3RECESS.