Get a lead in your digital marketing and business with insights, tools and concepts for the mobile channel.

1. Tune In To The Mobile Channel 5th of October 2010 Simon Kibsgård, Concept Developer

2. AGENDA Some distinctions in mobile Usage trends Gaining competitive ground with great mobile concept Some tools for gettingstarted

3. SOME DISTINCTIONS IN MOBILE

4. THERE IS MOBILE, AND THEN THERE ARE DEVICES Mobileis personality, context and location and of course mobility Devices are part of the ubiquitous web #1 #2

5. MOBILE IS OFTEN ADDRESSED WITH A Main technology SMS Apps Websites …And some supportive push/pull technologies SMS Barcodes Bluetooth Websites Email Mass media … in any combination

6. …AND TO OFTEN FOCUS IS SHIFTED TOWARDS THE TECHNOLOGY MIX OF A SOLUTION Discussing the great mobile business case, we try to stay focused on the mobile …not the device…and not the technology WAP, WEB, What?

7. Usage trends 7

8. THE YEAR OF MOBILE 2006: This will be the year of the mobile web! 2007: This will be the year of the mobile web! 2008: Come on, this has got to be the year of the mobile web! 2009: Alright, now what more hardware do you need? 2010: Finally! The year of mobile (web) 2006 2007 2007-8 2009

9. WHAT used to be an IDEA, IS NOW BUSINESS 2007: Mobile dating 2010: Dating mobile 52% increase http://www.comscore.com/Press_Events/Press_Releases/2010/8/Males_Driving_Europe_s_Summer_of_Mobile_Love/(language)/eng-US

10. So, what just happened?

11. MARKET ENABLERS 3G and next best friend 4G Enter real smart Smartphones Flat rate data plan subscriptions And enter the App Stores

12. EU5 USE THEIR MOBILE PHONE FOR… http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends

13. IF WE ASK THE DANISH POPULATION Age (the younger) Socio-eco. status (students or men with an above avg. income) Sex (men) Length of education (longer) http://www.statistikbanken.dk/BEBRIT03

14. DEMOGRAPHICS OF EU5 MOBILE MEDIA USE http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends

15. http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/

16. MORE USERS ON THE APP OR THE WEB? http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends

17. MAJOR TRENDS EU5 Web is slowly overtaking apps Social networking is doubling 25% 14% http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends

18. DON’T ADAPT TO PLATFORMS - ADAPT TO BEHAVIOR By far there are most Nokia smartphones Still iPhone users are the most trendy. Runner ups are Androids and Blackberries. http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends

19. SMARTPHONE MARKET IN DENMARK In the age group 18 – 70 7.2 % have an Android 6.9 % have an iPhone (then there’s iPod and iPad to add to that) That’s 14.1 % (plus those with Symbian, WinMo etc.) with a smartphone More than half og those have flat rate on data Smartphone market is increasing with more than 50 % year over year End 2011 75-80 % will use a smartphone Smartphones are now the ones being segmented with The road warrior The chicks phone The cheap The creative and so one http://blog.creuna.dk/2010/08/25/saa-kom-android-i-foerertroejen/

20. HOW ARE WE HOLDING UP WITH THE DEMAND? Ad example: There seem to be a lot of potential! http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/The_State_of_Mobile_EU5_Mobile_Media_Landscape_and_Trends

21. BESIDES NEWS, WHAT ARE THEY DOING ON THAT MOBILE? Of course one can still text and call other people Social Mashups of social, gaming and location Gaming Location

22. BESIDES NEWS, WHAT ARE THEY DOING ON THAT MOBILE? Of course one can still text and call other people Mashups of social, gaming and location Social Gaming Location Nifty Gimmicks

23. WHEN ARE THEY DOING ALL THAT? Arla Mobile Cookbook Website 95% Other downtime 82% At work 81% While shopping 80% At home 65% Commuting to work http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf

24. Whatdoesthismeanto you?

25. it MEANS BUSINESS Mobile device use is exploding Being mobile means Doing the usual stuff in intervals ranging from longer to very short Reacting to context and location based offers (not just commercial) Acting to get context and location based information Acting more explorative than with other media 38 % acting on ads Great touch interfaces let’s you ”play” with the mobile media Trying out new apps or websites, just because they appear (as links, on top lists or recommended by friends) Tap into this behavior with your products, services or messages to the mobile crowd

26. GAINING COMPETITIVEGROUND WITH THE GREAT MOBILE CONCEPT 26

28. Extra servicesThe friendly brand helping me out, though I’m not even a customer Differentiating like products with mobile Adapting existing services to mobile Pushing products to a new group Expanding customer service Adding niceness and fun to your appearance Accelerating innovation Catering that mobile traffic Cutting costs with mobile!

29. ADDING A DIGITAL DIMENSION TO YOUR PHYSICAL PRODUCT Flügger: helping you choose the right product or act on inspiration Let’s you take a picture of a nice color and the app shows you the match on the color cards and codes to help you buy painting for those nice colors. Men are helped to express their color preferences (!) Women are encouraged to act on inspiration Everyone get’s help buying

30. THE FRIENDLY BRAND HELPING ME OUT, THOUGH I’M NOT EVEN A CUSTOMER Q8: Leading you to the nearest gas station. Even the the competing! Now Next Shows your position and the position of nearest gas stations and guides you there. Everyone needs gas Q8 top-of-mind Opening a channel to more services and offerings

31. DIFFERENTIATING similar PRODUCTS WITH MOBILE services Danske Bank: Providing the mobile bank Let’s you check balance and transfer money etc. Make Danske Bank stand out Improving service and opening a channel Young illoyal customers get loyal

32. ADAPTING EXISTING SERVICES TO MOBILE Online price comparison services: Price information on the go Let’s you find the best price, when you consider an offline offer. At least / reach for their mobile, when making a buying decision That scanner app on your mobile will probably link to Pricerunner http://econsultancy.com/uk/blog/3234-retailers-need-to-look-to-the-mobile-internet-survey

33. ADAPTING EXISTING SERVICES TO MOBILE DSB: Focuses on getting you there starting now Find public transportation and timetables for stations. Everybody can use this. Great for the mobile context Does pretty much the same as m.rejseplanen.dk Waiting to buy the mobile ticket or get travel details in the calendar. Go value add!

34. 33 PUSHING PRODUCTS TO A NEW GROUP Posters & other offline Gyldendal Norway: Application for kicking in the door New free poem every day. Like, favor or share. Buy the book Meet new poet lovers in the App Store or Facebook Let them buy the book easily The Mobile Webshop

35. ADDING NICENESS AND FUN TO YOUR APPEARANCE Skanderborg Festival: Squirting water, turning a mill, lowering beer and some practical stuff Let’s you have all sorts of fun and find relevant info on music, events and friend Sold out every year Money to spend on extreme info and interactions mashups Hardly a business case

36. ACCELERATING INNOVATION Some Danish city: Help making streets, squares, schools etc. better Let’s you react to problems and suggest new solutions Citizen to authorities Citizen to citizen

37. CATERING THAT MOBILE TRAFFIC Det Biovidenskabelige Fakultet: Getting closer to their target group with mobile appearances Let’s you read news and educations related information A part of their existing cms platform Same editor interface Both for push and pull intiated dialogue

38. CATERING THAT MOBILE TRAFFIC 2 Creuna: Meeting the growing smartphone traffic with nifty design and web technologies for on-the-go updates and show off. Let’s you read news, blogs and cases. And get in touch of course. A part of their existing cms platform Same editor interface Both for push and pull intiated dialogue

39. CUTTING COSTS WITH MOBILE SOS International: Making me want to crash my car in a foreign country Get assistance and file you insurance claim on the spot digitally. A calming guide in a stressful situation Potential of saving SOS money

40. TOOLS FOR GETTING YOU STARTED 39

41. TOOLBOX Defining characteristics of mobile How to evaluate ideas across technologies How to measure success How to get in touch

42. DEFINING CHARACTERISTICS OF MOBILE Characteristics of mobile On the go From micro boredom to battery drain Location aware Context related Instant info and easy updating Your characteristics? Example: Looking to deliver timely services Your audience’s? Example: Demanding transparency

43. YOU HAVE A WEBSITE. WHAT’S MOBILE HERE? A Website Your news Your products Your services The getting in touch pages The help pages The About us pages … A Mobile Solution Don’t shrink. Re-think! Single focus Your mobile context Identify your core offerings. What’s the mobile angle?

44. Websites are islands. Think about your company offerings. How should they appear on…

45. 44 ONE SERVICE, MANY PLATFORMS DSB S-Tog: Expanding the daily travel experience On The Train TV The SMS Service The App The Website The Same Website On Desktop

46. YOU ARE ALREADY LOOKING AT LOADS OF DIFFERENT TECHNOLOGIES AND PRODUCTS TO REACH THE MOBILE AUDIENCE Mobile Portals (rss-feeds) Drag’n’Drop Solutions (mini websites, 1size fits all) SMS leads, polls, feedback, competitions and dialogue Mobile Coupons Bluetooth Push Offline -> Online Apps, Apps, Apps

47. HOW TO EVALUATE IDEAS ACROSS TECHNOLOGIES Mobile has to be part of the overall product and marketing strategy Real ROI comes with mid to long term investments in solutions on platforms suitable for adjustments and continuous developement Services has to be build up around content and business logic What’s your business? If you sell bikes, don’t be satisfied with 10.000 apps download success. The (almost) same KPIs can be set up for both sms, web, apps and so on.

48. RADAR PROFILE Scoring qualitative dimensions to gain comparison ground Strategy and goals User Value Complexity Company specific features Gives an overview of different solutions Decision making tool

49. EXAMPLE: RADAR PROFILE Strategy and goals Your company specific features Strategic goals 5 The market ??? 4 Branding ?? 3 Process optimization 2 Turnover 1 Existing products complementation 0 User value User Experience Ease of maintenence Political / organisational challenges Frequency Retention Costs Tech. complexity Complexity Value to the user

50. EXAMPLE KPI’s # Unique visitors # Registered users # Sales! # Upgrades # Downloads # Ratings # Friendly word of mouth # Image You’ve got to put numbers and monetized value to that!(and a least, you should start tracking use and reading those reports)

51. When someone say their iPhone app was a success. Ask for their Android app

52. Don’t know this? Text ”scan” to 1220 Thankyou! SIMON KIBSGÅRD Concept DeveloperM: (+45) 22 49 83 41 simon.kibsgaard@creuna.dk