This document discusses marketing to mobile mothers through smartphone apps. It notes that there are 49.6 million mothers with kids under 18 in the US, 92% consider themselves the chief purchasing officer of their household, and they have 2.1 trillion in spending power. The document provides statistics on mobile internet usage and growth. It discusses that apps have become an important utility for mothers to help them save time and money, connect socially, and entertain themselves. The document assigns the task of developing a unique branded app for mothers using the principles discussed around purpose, entertainment, location, social value, and utility.

1. Marketing to Mobile Mamas
Through Smart Phone Apps
presented by

2. 49.6 million moms with kids under 18
92% consider themselves the CPO of the household
2.1 trillion in spending power
> Quick Mom Facts

3. Mobile & Apps
Apps for Moms
Assignment
> Framing the Discussion

4. “Dad, of course, my iTouch.”
Jack Larkin, age 10
October 2008
The Epiphany>
“... if you had to choose between your
Xbox, PS3, Wii, the TV or your iTouch,
what do you take?”

5. Our Portfolio>

6. No Longer the Third Screen>

7. It’s actually becoming the first ...>

8. U.S. Mobile Internet Users and Penetration (2009-2014)
(millions and % of population)
Source: eMarketer
100
0
150
2009 2010 2011 2012 2013 2014
50
68.6
85.5
101.1
115.2
129.7
142.1
% of population
60%
50%
40%
30%
20%
10%

9. Three Major Players>
32% 25%26%
Source: Nielsen

11. The Numbers are Undeniable>
10,000 apps100,000 apps
300,000 apps
100M+ U.S. mobile Internet users by 2011
7.5B+
410K+
Apps downloaded
Available apps
Represents a legitimate marketing channel

12. Keys to Success>
Purpose
Entertainment
Location
Social Value
Utility

13. Let’s Talk About Mobile Mamas

14. Apps Have Become
Her New Utility Belt

27. 96% of iPhone moms are
involved in their household
purchasing decisions, with
40% being the sole
decision makers.
85% use the mobile
Internet almost daily

28. The iPhone Mom - Stats and Facts>
89%
64%
60%
42%
23%
20%
19%
Phone as source of entertainment
Manage busy calendar and schedule
Locate nearest store/restaurant
Keep track of shopping list
Recipes
Educational apps
Coupons

29. What Moms Want in an App>
Save Me Money
Save Me Time
Help Me Connect
Help Me Organize
Entertain Me
1
2
4
5
6
Make Me Smarter3

30. Lots of Apps Dedicated to Mom>

31. Source: Yahoo! July, 2010
Top 50 iPhone Apps for Moms>

32. RedLaser
The app that saves you money. Shop smarter as RedLaser searches for online and local prices
from thousands of retailers.
#5

33. WeatherBug Elite
Weather Bug Elite is the premier source for truly live and local weather.
#10

34. Angry Birds
Angry Birds gives me the mindless fun and a needed to escape.
#17

35. Benefits of Having an App>
Put your brand in the hands of consumers - literally!
Play with your consumers in a unique and fun way
Enable brand loyalists to express their affinity
Introduce your brand to a whole new audience set
Extend your presence to a platform with 24/7 consumer access
Low risk, high-appeal
Remember the phone has become the first screen
ENGAGE WITH YOUR CUSTOMERS ON THEIR TERMS AND
SOLVE AN UNMET NEED

36. “… one of the most important shifts in
the digital world has been the move
from the wide-open Web to
semiclosed platforms that use the
Internet for transport but not the
browser for display. It’s driven
primarily by the rise of the iPhone
model of mobile computing, and it’s a
world Google can’t crawl.”
- Chris Anderson, Editor In Chief, Wired magazine

37. The Assignment>
Develop a unique branded app using the
principles we’ve discussed today.

38. Contact:
Nicole Green
336.774.9318
336.624.1484
ngreen@frankaboutwomen.com