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Kona Interactive provides a comprehensive mobile strategy planning process and this presentation outlines our process.
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Mobile MarketingMobile Marketing
Agenda:Agenda:
The following is agenda:1.Quick Intro
• Client Team
• Kona – Terms – Mobile Universe
2.Responsibilities / Deliverables
3.Review “Blueprint” Process
4.Goals of Engagement / Expectations4.Goals of Engagement / Expectations
5.Overall Mobile Channel Objective
6.Channel Discussions
Next meeting we will cover specific programs / campaigns that we should
consider leveraging a mobile solution. In addition to a continuation of
review of mobile channels and how they apply.
Notes of each session will be distributed to participants the next day for review.
About UsAbout Us
�Founded in 2005 in Overland Park, KS
�Incorporated in early 2006
�ApTxt original product offering
�Member - Mobile Marketing Association
TerminologyTerminology
�SMS – short message service
�MMS – multimedia message service
�Standard SMS – no additional fees associated
�Premium SMS – additional fees billed to wireless account
�WAP – wireless access protocol (“mobile web”)�WAP – wireless access protocol (“mobile web”)
�Mobile App – downloaded “rich” client (“Citi Mobile”)
�Opt-In / Opt-Out - permission based marketing
�DRM – digital rights management (Ringtones)
�Mobile – simple the mobile phone number
�BlueTooth – wireless personal network communication
Mobile Universe Mobile Universe --WorldwideWorldwide
�Over 3 Billion Worldwide Subscribers
�Projected 3.9+ billion wireless subscribers by 2010 -�Projected 3.9+ billion wireless subscribers by 2010 -
50% of the world's population( Bauer 2005)
�Today over 350 Billion text messages sent every month
Mobile Universe Mobile Universe ––US TodayUS Today
�Over 260 Million US Subscribers
�Over 15 billion text messages A MONTH in the US (est.
30% are commercial)
�Mobile phone penetration is at 75% of the US population
Mobile Channel Mobile Channel OpportunityOpportunity
�Mobile phones offer a reach never seen before by any other medium
�More people have mobile phones than landline phones�More people have mobile phones than landline phones
�Mobile phone penetration is greater than cable TV, home internet access, and Home Computers
�89% of Major Brands Planning to Market via Mobile Phones by 2008
Mobile Channel ObstaclesMobile Channel Obstacles�Mobile is highly concentrated on 13-34 years olds.
�Highest participating group 13-24 ages.
�Limited success with groups 34+ to date
�SMS “Text” Marketing most accepted form�Biggest obstacle is fear of “spam” or unwanted messages
�2nd largest obstacle is fear of excessive fees from their carrier
�Mobile Search / Advertising�Relatively small number of mobile web surfers�Relatively small number of mobile web surfers
�Low number of quality mobile web “wap” sites to support mobile search
�No true ROI proven yet for mobile advertising
�Mobile Web�Data plans are still only purchased by approximately 30% of mobile users
�Over 2500 handsets and different browsers makes web development costly
�Mobile Applications / TV / Video�Custom applications require downloads and a very high majority (90%+) of mobile subscribers never download custom applications
�High cost of development and support for mobile applications
What is Kona Doing?What is Kona Doing?
�Guide Client through mobile channel Blueprint process
�Knowledge transfer of best practices, �Knowledge transfer of best practices, industry trends, success/failures
�Deliver 2008-2009 Mobile Strategy Plan
Client ResponsibilitiesClient Responsibilities
�Provide input as it relates to market demographics,
services provides, goals established for Mobile Channel
�Provide direction to specific channels/opportunities to
consider or disregardconsider or disregard
�Provide direction on strategic and tactical planning items
�Execute a Mobile Channel Strategic Plan!
Blueprint ProcessBlueprint Process
�Identify key “channels” for strategic consideration.�Application to Client’s current programs/campaigns
�How could it be leverage for new programs
�SWOT Analysis of each Channel
�Channel Recommendations�Channel Recommendations�Priority Setting: High, Medium, Low
�Ranking: Top - Low
�Does it pass the sensibility test?
�Channel Vendor Identification�Priority Setting: High, Medium, Low
�Ranking: Top – Low
�Strategic input for 2008 / 2009 Plans
Expectation SettingExpectation Setting
�Personally what do you expect to get out of this exercise?
�What defines success for this project?
�What key objectives are most important to you?�High Level Comprehensive Plan?
�Highly specific detail plan?
�Plan to leverage with other plans?
Expectation Setting (cont)Expectation Setting (cont)�How do you want to be perceived?
�Innovative – Cutting Edge - High Tech
�Conservative
�How risk tolerant are you for the mobile channel?
�High risk = try new things that likely will fail?
�Low risk = must have known ROI �Low risk = must have known ROI
�How important is the PR / Recognition aspect your mobile offerings?
�Major part of our marketing strategy
�Nice but not key goal
�Just provide great service for our prospects/customers
Objectives:Objectives:
Definition of specific objectives of this strategy that
must accomplish.
1.Define key channels to leverage
2.Per key channel what is strategic solution2.Per key channel what is strategic solution
3.Per key channel what is tactical implementation
4.Per key channel top vendors / solutions
5.Timeline for key channel
Mobile Channel:Mobile Channel:
The following are key channels that are being
considered as part of this strategic plan:
1.Mobile Search
2.Mobile Advertising / Sponsorships2.Mobile Advertising / Sponsorships
3.Mobile Promotions / Polls
4.Mobile Alerts / Notifications
5.Mobile Web (WAP)
6.Mobile Games / Social Networking
7.Mobile TV / Video
Channel Worksheet:Channel Worksheet:We will create a worksheet as we go through each channel. The following are key data points of the process:
1.SWOT
2.Rank – how high is of importance
3.Size – is this a niche or a mass market3.Size – is this a niche or a mass market
4.Competition – any of your competitors in this channel?
5.Blueprint – how it would be leveraged
6.To Market Time: a month, 3 months, a year?
(see worksheet document for actual data capture)
