CIPR Social Media Conference - 14 November 2011. PowerPoint presentation. #CIPRsm

1. Making the most of mobile
Mark Watts-Jones, Head of
Product Marketing,
EverythingEverywhere
@MWJ
#CIPRSM

2. “The only time I don‟t use my mobile
phone is when I‟m sleeping....”
“…but I need it to wake me up!”
A T-Mobile customer, November 2011
@MWJ #CIPRSM

3. 1 The internet is mobile
@MWJ #CIPRSM

4. 1 The internet is mobile
Smartphones are extensions of who we are, how
we see ourselves, how we express ourselves and
they power our communications with friends and
family
• The smartphone has become the digital hub of our
lives
• It‟s the one device we always have immediate
access to…
• …even at home
• Consumers instinctively see it as a remote control
for their lives
@MWJ #CIPRSM

5. 1 The internet is mobile
The 4% rule - Most people value the 4% of
their „friends‟ most:
• BBM is viewed as being highly personal – it‟s
like giving your mobile number to someone
• Whisper it, but Facebook is going off the boil
• People want their privacy back; in some ways
communicating with a small group is harder
then before
@MWJ #CIPRSM

6. 1 The internet is mobile
Consumers are extremely demanding of
their mobiles:
• Network
• Battery life
• Support
• Apps
They have high expectations and low tolerance and
won‟t retry if it doesn‟t work first time
@MWJ #CIPRSM

7. 1 The internet is mobile
@MWJ #CIPRSM

8. 2 Who are mobile users?
What we know about them that will help us
@MWJ #CIPRSM

9. 2 In the UK there’s about 50 million adults with a
mobile ‘subscription’ – about 92% of all adults
@MWJ #CIPRSM

10. 2 But, as you’d expect with a group this large, they
aren’t homogenous
They‟re in different
life stages, with
different
experience, skills,
expectations and
willingness to do
things
@MWJ #CIPRSM

11. 2 They also spend different amounts of money each
month…
PAYM: SIM only: PAYG:
about about about
£40 £25 £10
@MWJ #CIPRSM

12. 2 …and critically they use different mobiles. The Top
3 selling phones on PAYM:
iPhone 4 Samsung Blackberry
Galaxy S II Curve 3G 9300
@MWJ #CIPRSM

13. 2 …and the Top 3 selling phones on PAYG
Blackberry Nokia Samsung
Curve 8520 1800 E1080
£9.95! £6.95!
@MWJ #CIPRSM

14. 3 Devices
and why mobiles are not yet all smartphones
but might end up that way
@MWJ #CIPRSM

15. 3 New connections of smartphones are soaring
@MWJ #CIPRSM

16. 3 But smartphones are still only 22% of Vodafone’s
total European market
@MWJ #CIPRSM

17. 3 Here’s reason number 1 why we’re all obsessed by
Apple
@MWJ #CIPRSM

18. 3 And here’s number 2 – the massive proporitional
share of iPad traffic
@MWJ #CIPRSM

19. 4 Mobile trends and behaviour
@MWJ #CIPRSM

20. 4 Deal seeking behaviour is entrenched and being
reflected on mobile
@MWJ #CIPRSM

21. 4 As illustrated by ‘Retail/eCommerce activities on
smartphones’
@MWJ #CIPRSM

22. 4 As illustrated by ‘Retail/eCommerce activities on
smartphones’
@MWJ #CIPRSM

23. 4 Trust and privacy are of increasing concern
`
@MWJ #CIPRSM

24. 4 Smart boredom!
@MWJ #CIPRSM

25. 4 Whale Trail is my current favourite boredom buster
1. Great game!
2. Lovely use of touch, very
delicate
3. Whale Trail song used in the
game written by Gruff Rhys
and released as a single
@MWJ #CIPRSM

26. 4 Information transparency and self management
@MWJ #CIPRSM

27. 4 Health and personal performance monitoring
@MWJ #CIPRSM

28. 4 Only 1 in 8 consumers would not be interested in
some kind of health tracking
@MWJ #CIPRSM

29. 5 Some examples
@MWJ #CIPRSM

30. 5 Sainsbury’s and SkyGo iPad dock and app for
trolley
1. This story is fluff!
2. But tells a nice story – a
Sainsbury‟s trolley with
an iPad doc, speakers
and a collision detector.
3. Shopper can dock their
iPad and watch Sky Go!`
@MWJ #CIPRSM

31. 5 FT.com app - HTML5
• Positioned as a “better, faster
app” with:
1. Web browser access – No
app store download needed
2. Automatic enhancements
3. Reading offline
4. Speed
5. Greater range of content`
@MWJ #CIPRSM

32. 5 Asos – mobile site
1. Clear navigation
2. Simple UI
3. Prioritised content with clear calls
to action
4. Well spaced to take account of
touchscreens
@MWJ #CIPRSM

33. 5 Starbucks – Mobile payment app and Starbucks
card
1. Positioned as a useful utility
2. Encourages regular interaction
with brand
3. Extends Starbucks reach
4. Trojan horse for future Starbucks
payment card/reward points
features?
@MWJ #CIPRSM

34. 5 Jamie Oliver – Guide to Britain app
1. £2.99 app
2. Supports TV series
3. Revenue oriented
4. Extends Jamie Oliver‟s reach into
new content
5. Supports book sales?
@MWJ #CIPRSM

35. 5 Square – mobile payments device
@MWJ #CIPRSM

36. 5 Nike training club
@MWJ #CIPRSM

37. 5 Tesco - mobile commerce app
1. Stimulates new revenue
opportunities
2. Highly integrated with online
3. Focuses on convenience for
customer
4. Extends Tesco‟s reach
@MWJ #CIPRSM

38. 5 …but there can be too much of a good thing!
@MWJ #CIPRSM

39. 6 What’s next
@MWJ #CIPRSM

40. 6 NFC and mobile payments
@MWJ #CIPRSM

41. 6 Huge wifi networks being rolled out e.g. O2 15,000
sites offering free wifi
@MWJ #CIPRSM

42. 6 More Tablets
@MWJ #CIPRSM

43. 6 In home hardware
@MWJ #CIPRSM

44. 6 Machine to machine
Car telematics
Smart metering
Home automation
Security
@MWJ #CIPRSM

45. 7 Where my data comes from
@MWJ #CIPRSM

46. 5 Where my data comes from
Comscoredatamine.com
Ourmobileplanet.com
Endersanalsysis.com
Business Insider – Chart of the Day
@MWJ #CIPRSM

47. Want more CIPR content?
Go to www.slideshare.com/CIPRPaul
#CIPRSM