Rob Thurner, Independent Mobile ConsultantAsk any group of friends or strangers to share their mobiles, and you'll get an awkward response. Our mobiles provide a secure gateway to our social media, photos, calendars, maps, emails, games, store cards and the internet. Mobile is the ultimate personalised marketing channel. Because we users don't share our mobiles, marketers can be sure of capturing realtime data for interactions with identified prospects and customers via SMS, QR code, mobile web browsing, geo-location and App usage. Every mobile interaction carries a unique time and location based data trail. But there's a major catch: permission.

1. Internet World 24.4.12
Mobile :
ultimate personalised marketing
Rob Thurner
Burner Mobile
@burner_mobile
@theidm

2. Rob Thurner – Mobile consultant,
trainer, speaker
• 20 years digital and traditional
marketing experience
– Journalist, Group Marketing
Director at international media
owner
– Commercial Director with Mobile
agency Incentivated
– Digital tutor and trainer: IDM, IAB,
IPM, theknowledgeengineers
– Founder, Burner Mobile
• Mobile clients:
– British Airways, GlaxoSmithKline,
Heineken, Jaguar, John Lewis
Partnership, King of Shaves, M&S,
Macmillan, NSPCC, Specsavers, STA
Travel, Virgin

3. Mobile perceived as personal &
innovative medium
newspapers
comprehensive
up to date
information
immediate trustworthy
internet convenient
on PC persuasive
personalised for me
innovative
radio
mobile TV
media undemanding
entertaining mood setter
relaxing
fun
creative
magazines
stylish
Source: Exposure, Orange Home UK plc

4. Old Service Mobile
.com
Call Center
Consumer
Service
Paid Media
Brand
Branch

5. New Service Model
Events Gaming
Branch
Sponsorship
.com Blogs
Service
Brand
Consumer
Mobile
Paid Media
Call Center
Social
Networks Mobi
Apps

6. Now Consumers Want More…..
Gaming
Navigation
Web
browsing Personal
organizer
Call
Camera +
pictures
Email
Shopping
Text
Search
Mobile TV Music
Social
networks
Micro-
payments
Content
Download Vouchers +
tickets
Tablets

7. Challenge 1
Harness mobile behaviour
Messaging Mobile sites Apps Geo-social
Mobile ads Mobile search mCommerce Codes & coupons

8. Challenge 2
Handset diversity
Top 10 handsets = 23% of UK mobile users only
Rank Manufacturer Model Subscribers Market Share Previous Rank Change (vs
(Feb ’10) Feb '10)
1 Apple iPhone 3,972,692 8.19% 1 ↔
#1 Apple iPhone
2 Nokia 6300 1,310,913 2.70% 2 ↔
RIM - BlackBerry 1,121,834 2.31%
3 Curve 4 ↑
4 Nokia 5800 1,043,093 2.15% 3 ↓ #2 Nokia 6300
5 Samsung Tocco Lite 934,662 1.93% 11 ↑
Nokia 753,525 1.55%
6 2330 Classic 20 ↑ #3 Blackberry Curve
7 Motorola Razr V3 678,301 1.40% 5 ↓
Samsung Tocco SGH- 592,086 1.22%
8 F480 8 ↔
9 Nokia 6500 Slide 564,012 1.16% 6 ↓ #4 Nokia 5800
10 Nokia N95 473,676 0.98% 7 ↓
#5 Samsung Tocco Lite
Note:
iPhone includes iPhone, iPhone 3G, iPhone 3G S 32GB, 3G S 16GB Total UK market size: 48,500,000
N95 includes N95 & N95 8GB Devices per 100 of population: 84.49 (Global avg: 59.3)```
6500 includes Classic & Slide
RAZR V3 includes V3 & V3i & colour options
Curve includes 8520, 8300 & 8900
Source: ComScore

9. All change

10. Mobile is no longer
“just a phone”
Fast connection over 3G, 4G
and WiFi enables fast web Smartphone
browsing
penetration – now
Big storage for video, > 50% in UK and US
pictures and music
GPS enabled for mapping,
navigation & geo location Smartphones are
now the sole focus of
all handset
manufacturers
Downloadable apps, games,
and content
Large touchscreen enables better
user experience across all services

11. Tablet: Mobile device, laptop
or hybrid?
• Steve Jobs: PC is the ‘pick-up truck’,
Tablet for day to day use (iCloud)
• Portable (10 hrs battery), but not
pocket size
• Wi-fi and network enabled, but not
‘unique’ cellular device
• 50% interactions whilst watching TV
• Online commerce, but not in-store
shopping with coupons

12. Challenge 3
Legislation and Regulation
• Governing bodies
– Ofcom: harassment texts
– PECR: SMS regulation
– DPA: data storage and sharing
– PhonePayPlus: premium SMS
– CAP Code: children, alcohol, tobacco
– Ministry of Justice: accident &
debt mktg
• Advisory bodies
– DMA: Mobile best practice guidelines
– IAB: multiple digital channels
– MMA: international

13. Challenge 4
Measurement and ROI
• Mobile is 100% accountable
• Data trail tracks customer,
time and location
• One mobile has one UNIQUE
user with UNIQUE user profile