CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY
Mobile Madness September 2011
Alison Gensheimer - Director of Customer Development – Velti
CONFIDENTIAL & PROPRIETARY
Making sense out of mobile
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Your Mobile Options
Shaping your
Mobile Strategy
The Future of Mobile
Mobile Strategy
in Practice
CONFIDENTIAL & PROPRIETARY
Your Mobile Options
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Engagem
ent
Activation
Mobile Apps
Mobile Web
LBS
SMS/MMS
Mobile Media
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Mobile Applications A Background Overview
When thinking mobile apps…. Think about different Operating Systems
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iOS Platform
2 Devices
#2 in Global Market share
#1 platform for retailers
300K Apps in the Store
Android OS
130M installed devices
#1 in Global Market share
#2 platform for retailers
250K Apps in the Market
Blackberry OS
3 primary screen sizes for
devices
#3 in Global Market share
50% of BB’s on v5.0
18K Apps in BB World
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Mobile Applications Do you need an application?
APP HTML5
Photo Upload
GPS
Accelerometer
Contacts/Calendar
360° views
Offline
Questions 1: Is your target consumer a smartphone
user, if so where are they?
Question 2: Does your user experience require an
application?
Question 3: How will you promote your application?
Question 4: What will keep your target user coming back
again and again?
CONFIDENTIAL & PROPRIETARY
Fandango Mobile Application
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Fandango, developed a free application
available iOS, Android, Windows 7, BB, iPad
and others.
Fandango application offers:
Movie listings
Movie theater locator
mCommerce for ticket purchases
Reserve seats
Mobile ticketing with bar code scanning
Sync & share functionalities
Why an Application?
Utility with some entertainment
Offers a virtual ticket
Large library of videos
Requires internet for updated movie
listings and theater locations
Source: www.fandango.com
CONFIDENTIAL & PROPRIETARY
Mobile Web A Background Overview
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xHTML HTML5
Long time standard for mobile
sites
A middle of the road solution to
bring together XML and HTML
Available on virtually all
devices in the market
Evolution not revolution
New = HTML5 + CSS3 +
JavaScript1.3
Only available on:
iOS, Android, BlackBerry Torch.
Palm Pre can be hit or miss.
From Handset to Operating System
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Mobile Website When is a mobile site the right solution?
Check your website stats
Mobile Media + Mobile Site = ROI
mCommerce is key to retailers
HTML5 offers app like functionality
Meet consumer expectation – be there, because they are.
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CONFIDENTIAL & PROPRIETARY
Marks & Spencer Mobile Site
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Marks & Spencer, a world leading retailer, the mobile
site is designed to extend the brand and create a direct
communications channel with consumers.
The mobile site offers • Store locator
• Search by product type
• Refine these searches to a specific item
• Purchase
• Register account information
To date, results saw 1.2m unique visitors, 10m page
views, 13,000 orders
Source: Mobile Marketer
CONFIDENTIAL & PROPRIETARY
The Three-Device Mentality
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Tablet Mobile PC
How Used (content
type)
Long form (book, movie) Bite size (tweet) Short form (blog)
Why Used Entertainment, photos,
productivity, social
Utility, convenience,
communications
Research, tasks, gaming
Where Used Commute, living room,
the office
On the go Office, study, kids room
When Used Evening, weekend, free
time, at meetings
Active, multi-tasking Work hours, family time
Work Usage Email, notes Travel, email Workhorse
CONFIDENTIAL & PROPRIETARY
Mobile Messaging A Background Overview
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SMS MMS
600 messages per month
>85% SMS reach
90 % open rate in 3 min
SC: 4, 5 and 6 digit and
regional
MMS is on CDMA
MMS delivers images
MMS = UGC
*Source: Neustar
CONFIDENTIAL & PROPRIETARY
Mobile Messaging When is SMS or MMS the right solution?
Activate and track traditional media
Ongoing personalized mobile communications
Quick and easy user activation to enter branded campaigns such as sweeps, polls, etc…
User generated content
Delivery mobile content via a short code on VzW.
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CONFIDENTIAL & PROPRIETARY
Casa Del Mar SMS/MMS Campaign
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Hotel Case del Mar, a holiday resort in Santa Monica, CA , delivered a text to short code MMS video promotion to engage and consumers and incentivize resort visits Media used: in-hotel brunch posters, email blasts, Facebook, Twitter and the Casa del Mar website Users experience: text CASA to 21534 to join into the hotel’s mobile loyalty club for a free drink at Sunday brunch. Users also received a mobile video. Results: 75% activation rate, 27% redemption rate, substantial revenue increase and ROI is 450% and still growing
CONFIDENTIAL & PROPRIETARY
Location Based Services A Background Overview
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Geo-location Bluetooth SMS/QR Code
GPS
The Facts:
Permission based (HTML5)
Location specific push msgs
Banner Ads
Examples:
SMS and Keyword
Bluetooth
Requires infrastructure to enable a
Bluetooth hot spot. The users
Bluetooth must be enabled.
Pros: Free to end users and
international
Cons: Low market penetration
and does not work on all
devices (iPhone, VzW, etc.)
Geo-Fencing
Zip - Codes
QR Code
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Engage users at events to provide take away value
Enhance the shopping experience with personalized and relevant offers
Drive foot traffic in-store
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Location Based Services When is LBS most useful?
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Mobile Media A Background Overview
A variety of inventory models across multiple devices, content and behavioral categories to meet your objectives and maximize ROI
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Simple Banner Ads Rich Media Units
Still or frame animated banner ads for
mobile web and in-application use
providing a seamless experience
across all devices.
Standard mobile banner sizes:
320x50
300x50
300x75
216x36
216x54
168x28
168x42
120x30
Display and activation, enables the
user to engage directly in the ad
without navigating out of the display
& activation. The display can be
animated and interactive allowing the
user to swipe, click or input text.
Usually expand or take over the
entire screen.
Capabilities:
Video play
Image rotation
Accelerometer
LBS enabled
Games
Registration
Source: www.mmaglobal.com
CONFIDENTIAL & PROPRIETARY
Engage your audience within the ad-unit through interactive games & activities
Identify your target devices
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Mobile Media When is mobile media right for you?
Using CPC, CPM, CPA & CPI models for static banner ad campaigns
Advertising media networks and partnerships provide more vitality to the campaign
Mobile ads can drive more traffic to a brand’s mobile site that their online counterparts
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Glee Mobile Media Campaign
Twentieth Century Fox TV, wanted to promote
the launch of their new series, Glee, drive users to
iTunes to buy the Glee cast song and directors
videos and tune in every Wednesday for the new
episode
Media used: application splash-screen interstitials
every week on the night of the show, as well as
teaser/download run-of-application media leading
up to/after series launch
Results: thousands of on-device downloads of Glee
media, and iTunes purchases.
Source: Mobile Marketer
CONFIDENTIAL & PROPRIETARY
Shaping your mobile strategy The 5 fundamental Do’s in a mobile strategy
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Your Mobile
Strategy
Goals, Timeline, Budget
Social
Its all about VALUE
Respect your
customer
Measureable
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The User Experience Check List
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Images match desired load time
Shortened product description and captions
Touch screen and Blackberry experience
Landscape design for iPads
Email share does not end up in Junk Mail
Mobile users auto redirected to correct handset specific site experience
Click path has been considered, less than 2 clicks to desired action
Consumer expectations have been reviewed and matched with the live experience across target handsets
Navigation is easy for the user to understand and interact
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Measure, Measure, Measure
KPIs Measure ROI
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CONFIDENTIAL & PROPRIETARY
Measuring Success
Brand Awareness
Drive Foot Traffic
Lead Generation
Education
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Site Visits
Unique Users
Social Shares
CPM
Store Locator Clicks
Coupon Downloads
SMS Comm. Members
Click to Calls
CPC
Retail Locator
Emails Obtained
SMS Comm Sign Ups
CPC
Video Views
Download a PDF
RFI
CPC
CONFIDENTIAL & PROPRIETARY
What does the future hold for mobile?
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mCommerce
mPayments
Gamification
Video Advertising
User Generated Content
CONFIDENTIAL & PROPRIETARY
…Using Our Solutions…
Mobile Internet
Mobile Media
mCRM
SMS Programs
Applications
…Delivering Results…
KPI driven
Solutions unique to
the customer’s need
Proven Results
A Global Mobile Marketing and Advertising Company
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A Mobile Marketing firm…
10-year history of
strong profitable
growth
Listed on NASDAQ
since Jan 2011
550+ employees
CONFIDENTIAL & PROPRIETARY 25
Thank You
Alison Gensheimer
Director, Customer
Development
Email: [email protected]
www.velti.com