roadshow asia nick lane messaging & marketing
DESCRIPTION
TRANSCRIPT
Session 1:Messaging & Marketing
All about
4 billion mobile users, but only one me
#1
Cinema
Radio
TV
PC/laptop
Mobile
#1
Usage
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Cinema Radio Print TV PC/laptop Mobile
Ho
urs
Media contact per annum
How to contact #1
Eyjafjallajökull
Global disruption
The mobile eruption
The global picture
Everyone is going mobile
Game changer
Mobile landscape make-up
LegacyBasic WAP functionality
FeaturephoneRich-media device, WAP with open Internet
enablement
Smartphone
Advanced capabilities with PC-like functionality (5-10 times higher usage)
iPhoneYardstick (20-50 times higher usage)
Device growth (mil.)*
2010 2015Legacy 242.39 237.73
Featurephone 1,132.32 1,596
Smartphone 180.63 800.5
iPhone 10.2 45.4
* Australia, China, India, Indonesia, Japan, Philippines & Singapore
Reach
Messaging
Mobile Internet
Apps
iPhone
Actual noise
iPhone
Apps
Mobile Internet
SMS
Consumers on mobile marketing
0%
5%
10%
15%
20%
25%
30%
35%
Use your mobile phone to access the consumer
benef it
Use your mobile to f ind out about the consumer benef it but wait until getting back
on your PC before acting
Wait until back on PC Ignore altogether
Consumers on apps
• 35% of men and 14.5% of women know what the App Store (Apple) is
• Knowledge of app stores diminishes with age
• Knowledge of app stores is higher in the south of the UK compared to the rest of the country
• 48% of men would be interested in using an app store for content
• 44% of women would be interested in using an app store for content
Consumers on brand communication
0%
5%
10%
15%
20%
25%
30%
35%
40%
Appreciate the follow-up communication and be encouraged to spend
more
Appreciate the follow-up communication and continue spending a
similar amount at that company
Welcome the communication but it wouldn’t sway you to
keep spending with this company
Would f ind the communication intrusive
but would not
discourage you f rom spending at that
company
Would f ind the communication intrusive and move your custom
to another company
If a company communicated with you using mobile after a purchase would you…
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-24 25-34 35-44 45-54 55+
Do you make transactions over £10 using your mobile phone... by demography?
Yes
No
Consumers on mobile transactions
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
Biggest challenge?
3963
1502
4891
10891
0
2000
4000
6000
8000
10000
12000
Click on the ad to f ind out more
Consider clicking on the ad but do
nothing
Consider clicking on the ad but do nothing because
you are worried about the cost
Ignore the ad altogether
Q.3 If an advert was served to you on your mobile phone that was 100% relevant to you at that moment in time, based on your location
and requirements, would you…?
Overcoming consumer apathy
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
Why mobile marketing?
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
0-500 Rupees 1,001-2,500 Rupees
10,000+ Rupees
2,500-10,000 Rupees
501-1,000 Rupees
I would not purchase
items using
my mobile phone
It is possible to use your mobile phone to purchase goods and services. How much are you willing to spend
on goods and services using your mobile phone?Of those users that will use their
mobile to make a purchase :
60% (5.4 million subscribers) will
spend 500 Rupees (US$11.3)
17% (1.5 million) will spend 501-1,000
Rupees
In 2015 that 60% & 17.5% will equate
to 69 million and 19.7 million
Source: mobileSQUARED, consumer research, Apr 2010,
Value chain
… multiple permutations
Interruption?
Campaign 1
Campaign 2
Campaign 3
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Year 1 Year 2 Year 3
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Time
Sp
en
d
Fractured approach
Development
Campaign 1
Time
Sp
en
d
Campaign 2
Campaign 3
Campaign 4
Inte
rac
tion
Brand
Consumers
Stage 1: C.R.M.
Stage 2: CRM 2.0
Stage 3: BRM
Consumer is in control
Social media removes campaign-led
dynamic from advertising
Consumers controlling who can contact
them:
BRAND RELATIONSHIP MANAGEMENT
What’s in it for me?
0%
10%
20%
30%
40%
50%
60%
70%
Which of the following would you like to receive to lower the cost of using your mobile?
5 SMS adverts per day in exchange for 250 f ree messages and 100 mins of voice calls per month
Free games with adverts before playing a game
Free music with ads before listening to music
Free video (such as sport clips) with ads before and during the viewing
Source: mobileSQUARED, consumer research, Apr 2010,
The truth about messaging
Getting the message
Source: mobileSQUARED, Morgan Stanley
-
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
2009 2010 2011 2012 2013 2014
Asian messaging penetration
2.39 billion
3.16 billion
• 95% of all SMSes read
• 90% read within 15 minutes
Messaging stats
SMS campaign: audience 10 million
• 9 million read within 15 mins
1 operator in India distributes
100 million “marketing” messages per day
PBM heading to India 2H10
<25%
BMW EfficientDynamics also in mobile
The ultimate mobile marketing campaign
The BMW Winter Tyres MMS campaign generated €33.2 million in new
business to BMW from a mobile campaign based on 117,000 MMSes.
Directly (and accurately) attributable to MMS
Classic example of engagement marketing
Cost of campaign €44,000
€0.20/MMS x 117,000 = €23,400
30% click thru + transaction (35,100 customers spent on average €946).
TIME TO CONSUMER
PE
NE
TR
AT
ION
MESSAGING
Part 1: Communicating with #1
