Presentation by Rohit Dadwal, MD for Mobile Marketing Association Asia Pacific Limited on Mobile Marketing during iStrategy Singapore 2010.

1. Brands Going Mobile

2. Thank you
Good Choice !

3. work∙shop (wûrkshp) n.
1. A room, area, or small establishment where manual or light industrial work is done.
2. An educaConal seminar or series of meeCngs emphasizing interac,on and
exchange of informa,on among a usually small number of parCcipants: a creaCve
wriCng workshop.
mobile [ˈmәʊbaɪl] n.
1. (Fine Arts & Visual Arts / Art Movements
a. a sculpture suspended in midair with delicately balanced parts that are set in
moCon by air currents
b. (as modifier) mobile sculpture
2. (Electronics & Computer Science / TelecommunicaCons) short for mobile phone
[via Old French from LaCn mōbilis, from movēre to move]

4. GeWng to know each other
QuesCons ?

5. About Me
Rohit Dadwal
rohit.dadwal@mmaglobal.com
twi]er : rohitdadwal

6. QuesCons ( I wont answer)
Is this the year of mobile ?
 First mobile phone call (1973) : 'Hi Joel ‐ guess where I'm calling from?
 Dr MarCn Cooper, a former general manager for the systems division at
Motorola, is considered the inventor of the first modern portable handset.
Cooper made the first call on a portable cell phone to his rival, Joel Engel, head
of research at Bell Laboratories.
 Bell had introduced the idea of cellular communicaCons in 1947 with their
police car technology and had been racing to beat Motorola. But in the end
Motorola was first to incorporate the technology into a portable device
designed for use outside a vehicle.
 The first really portable phone for the general public was produced in 1985 by
Vodaphone.
Read more:
h]p://wiki.answers.com/Q/
When_was_the_mobile_phone_invented#ixzz16sc3DYPO

7. QuesCons
Why mobile?
Can you
imagine living
without it?

8. Media and Social has become real ,me

9. QuesCons
Why mobile markeCng & AdverCsing?
 Mobile markeCng and adverCsing are coming of age.
 Seen as the most personal means of communicaCon with consumers, mobile
adverCsing is rallying to overcome the sCgma of larger adverCsing markets –
print, TV, radio and online.
the 7th Mass Media … 1st Print 1500’s
2nd Recordings 1890s
3rd Cinema 1910s
4th Radio 1920s
5th TV 1950s
6th Internet 1995s
7th Mobile 2000s

10. QuesCons
 What's the context
Print 621,000 circulaCon
Singapore
Automobiles
Cable TV
920,000 registered
527,000 hh
Land line phones 1,994,000 lines
Radio 2,600,000 radios
Credit cards 1,15,000 accounts
TV 1,330,000 sets
ResidenCal broadband 1,962,700
Mobile phones 7,020,000 sets
Mobile subscripCons 6,414,800

11. Web has become more social & mobile
Publisher media Social /Mobile Media
Source: TNS compete

12. QuesCons
 What's the size of the industry ?
Experts have predicted that over the next 5 years, mobile advertising will become a $2 billion
business. JupiterResearch, 2008
Experts have predicted that over the next 5 years, mobile advertising will become $2.3 billion
business. LocalMobileSearch, a subsidiary of Opus Research
Experts have predicted that over the next 4 years, mobile advertising will become a $6 billion
business. eMarketer
Experts have predicted that over the next 5 years,
mobile advertising will become a $6.5 billion business.
Mobile Advertising: After the Growing Pains

13. About Me
Rohit Dadwal
rohit.dadwal@mmaglobal.com
twi]er : rohitdadwal
About you
 Who are you ?
 What do you want from this session?
 Why ?
Brands
Agencies Enablers

14. TradiConal< Digital< Mobile

15. MeeCng of the Waters
The Amazon

16. Where Digital Collides with TradiConal
Digital Tradi,onal
marke,ng marke,ng
Mobile is the connective tissue pulling the forces together

17. Mobile
 What comes to your mind when we say mobile ?

18. Mobile
 What comes to your mind when we say mobile ?

19. Mobile
 What comes to your mind when we say mobile ?

20. off course, if you really want to

21. You can still make phone calls

22. A powerful adverCsing media: the 3rd screen
The 1st SCREEN The 2nd SCREEN The 3rd SCREEN
TELEVISION INTERNET MOBILE
entertainment Entertainment Entertainment
information Information Information
Downloads Phone
Messaging / email Downloads
Services MP3
Photos
Internet
Messaging / Email
TV
Services
0 exposure & engagement (hours / day) 24
advertising opportunities…

23. Why Is Mobile MarkeCng So Effec,ve?

24. Turn Passive AdverCsing Channels Into
Interac,ve Experiences

25. Performance Metrics
• Set up campaign in minutes
• View real‐Cme reports to opCmize

26. conversa,on
social media
People are engaged in conversa,on,
with or without you.
26

27. Ecosystem< DefiniCons < Mobile

28. Defining Mobile MarkeCng
 Mobile MarkeCng is the set of pracCces
that enable organizaCons to engage,
communicate and mutually exchange
value with their audience in an
interacCve contextually relevant
manner through any mobile device or
wireless network.

29. Defining Mobile AdverCsing
 Mobile adverCsing is the pracCce of
placing paid‐for promoConal media within
any of the various mobile channels.
Banner
Ads
 A mobile adverCsement can be the
inserCon of ad copy at the bo]om of a
text message, the inserCon of a text or
graphic ad banner within a mobile Web Animated
site, the appending or pre‐pending of a Ads
video or audio adverCsements to a mobile
video service or automated voice service– Video Ads
Text Ads
these are a few examples of mobile
adverCsing.

30. Defining Mobile Commerce
 Mobile commerce refers to the
pracCce of enabling value
exchange via mobile channels
using a variety of billing
systems, including Premium
SMS (charging to mobile phone
bill), credit cards, PayPal and
alternaCve forms of payment.

31. Breaking it down
 Organiza,ons: Commercial enCCes, brands, agencies, marketers, non‐
profits, enterprises, etc., with products, services and offerings they wish to
deliver to the market.∙
 Mobile device: any wireless device regardless of device form factor or
network.∙
 Wireless network: 2G, 3G, 4G, WiFi/WiFi Max, Bluetooth,
 Prac,ces: acCviCes, insCtuCons, processes, industry players, standards,
adverCsing, relaConship management, CRM, customer services, social
markeCng,
 Mutual exchange: recognizes the co‐value creaCon of commerce today
between organizaCons and consumers
 Contextually relevant: recognizes all the elements to tailor and
personalize the experience including locaCon, context plus, Cme and
behavior

32. Mobile Value Chain ‐ 7 Primary Categories
Consumer, Customer, Friend
Agencies: Media, creaCve, digital, mobile
Media sites & content plaworms
Operators, Aggregators, Ad networks
Tech: channels, plaworms, network
Enablers: Gov, Assoc’s, Handset manu’s
Sellers: Brands, Products, Services

33. Channels for delivery
33

34. The Mobile Pyramid

35. Types of adverCsing
Search
In Message
Display
Rich Media At LocaCon In Content

36. MarkeCng & AdverCsing < Mobile

37. What’s happening?
 – 1 in 3 organisaCons globally are incorporaCng
mobile into their ad strategies
 Brands are building mobile sites, but are not
considering how people will find them
 Like the web in the 1990’s
 In developing mobile sites, you sCll need to opCmise the on‐page
factors: (Good coding and relevancy)
 Brands are not making use of available features:
 ‘Click to call/book’
 Download an app with a single click

38. A Counter Intui,ve Goal
A Great
Mobile
Campaign

39. The Integra,on Goal
A Great
Marketing Plan
Leveraging Mobile
The holistic integration of mobile across all your
customer engagement activities

40. Integra,ng Mobile Into MarkeCng
Key Concept
Integrate mobile into all your
marketing channels to support them
and you will CREATE a mobile
channel in the process!

41. Common Consumer Engagement TacCcs within mobile
markeCng
Viral Content AdverCsing Sweepstakes
MarkeCng & PromoCons
Branded
UCliCes
Commerce
Alerts/
SubscripCons
Social Media
(UGC)
Customer
Mobile
Care
Coupons
Quizzes, Giving
Trivia, VoCng

42. Integrated cross media communicaCon

43. Three ApplicaCons to Mobile MarkeCng
 Direct Mobile MarkeCng (push/pull markeCng)
 Marketer IniCated (push)
 Requires consumer opt‐in & consent
 Consumer IniCated (pull)
 Indirect Mobile MarkeCng (pull markeCng)
 Mobile enhancement of tradiConal media & retail environments
requiring consumer iniCated interacCon with the markeCng iniCaCve
(print, TV, radio, outdoor media, direct mail, email, point‐of‐sale, Internet,
mobile Internet, etc.)
 Mobile as a product and/or service
 Mobile capabiliCes may also be integrated in with the marketers product,
customer services or related offers, where mobile can be an enabling
value added capability or the primary services channel.

44. Case studies < Mobile

45. What is the mobile channel being used for?
Acquisition
Retention
Brand Building

46. Mobile InteracCon Evolu,on:
from a point of promoCon to engagement, Marketers started
using the mobile
plaworm as one of the smaller channels integrated into a larger
campaign,
today brands are starCng to increase the scope of the mobile
channel

47. ACQUISTION
AcCng at the point of impulse
Mobile as a connector
Extending & enhancing other media
Increased use of mobile internet
Increase in available inventory
New formats – richer experience
Commercial success
Mobile Direct Compe,‐
Permission Sampling On‐pack
adver,sing Response ,ons

48. ACQUISTION
53% jersey download conversion
rate among clickers
41% other IPL/Reebok engagement
conversion rate among clickers
15% store locate conversion rate
among clickers
Mobile Direct Compe,‐
Permission Sampling On‐pack
adver,sing Response ,ons

49. ACQUISTION
760 million calls from 35 million users
300% increase in Axe sales
Mobile Direct Compe,‐
Permission Sampling On‐pack
adver,sing Response ,ons

50. mobile for entertainment
• Total Incoming Calls: 760,749,000 • Total Unique Numbers: 31,225,000
AXE sales increased by 300%

51. ACQUISTION
Choice, Control, CustomisaCon,
ConsideraCon, Constraint,
ConfidenCality.
OR Permission, Preference & Privacy
The key is value exchange
Mobile Direct Compe,‐
Permission Sampling On‐pack
adver,sing Response ,ons

52. ACQUISTION
Database of over 400,00
IVR and vouchers to push foowall
20% response rate
Mobile Direct Compe,‐
Permission Sampling On‐pack
adver,sing Response ,ons

53. ACQUISTION
Over 100,000 responses to
TV advert
Mobile Direct Compe,‐
Permission Sampling On‐pack
adver,sing Response ,ons

54. ACQUISTION
16 million entries
30% increase in market share
80% new consumers.
Mobile Direct Compe,‐
Permission Sampling On‐pack
adver,sing Response ,ons

55. ACQUISTION
17.5 million entries from 5%
of the UK populaCon
Mobile Direct Compe,‐
Permission Sampling On‐pack
adver,sing Response ,ons

56. RETENTION
Growing consumer acceptance and
expectaCon
The ‘on‐demand’ consumer
Mobile as an access point
Cost effecCveness
Instant interacCon with consumers
PotenCal to reward consumers for
interacCng
Upsell Self‐service CRM

57. RETENTION
30% response rate generaCng in
excess of Euro 2million in sales
Upsell Self‐service CRM

58. RETENTION
150,000 mobile boarding
passes per month or 15% of
all check‐ins
Upsell Self‐service CRM

59. RETENTION
SMS driven with an average
response rate of 20% over 3
years
Upsell Self‐service CRM

60. BRAND BUILDING
Permanent brand presence
Instant interacCon with consumers
Consumer expectaCon
Be]er understanding of the advantages of mobile
Growth of app stores
games u,li,es promo,on

61. BRAND BUILDING
VW †GTi Real Racing app for 2010 model
$500,000 spend
5m plus downloads
More cars sold
games u,li,es promo,on

62. BRAND BUILDING
LocaCon aware services
500,000 downloads
games u,li,es promo,on

63. BRAND BUILDING
15.000 + downloads
17 different countries
games u,li,es promo,on

64. Strategy < Mobile

65. Building Blocks of Mobile MarkeCng
Strategy
Creative
Expertise
Execution Triangles
Mobile Analytics & Measurement
Mobile Enablement Platform

66. Strategic Approaches
Do-it-
Agency Platform Hybrid
 Mobile markeCng tasks: Strategy, yourself
CreaCve, ExecuCon, Plaworm/
Strategy
Technology, AnalyCcs
 Agency, partner with a firm and have Creative
them oversee everything for you.
Execution
 Do‐it‐yourself, handling all mobile
markeCng tasks yourself
Mobile Analytics &
Measurement
 Plaworm, license access to one or
more mobile markeCng applicaCon Mobile Enablement
plaworm(s) and handle the rest Platform
yourself
Approaches Legend
 Hybrid, some combinaCon of the Outsource activity to partner
three approaches above
Mange activity in-house

67. Check List for picking mobile provider partner
 Does the provider have extensive mobile experience and relaConships within the mobile
markeCng ecosystem?
 Is the provider of and following the industry best pracCces and guidelines from MMA
 Which of the mobile markeCng building blocks does the provider have an experCse in (if the
vendor says “all of them” make sure you drill down” and find out who they work with—no
one firm can do everything).
 Does the provider have the capabiliCes need to deliver your unique brand experience?
 Can the provider’s systems handle peaks in message, mobile Internet or related program
traffic?
 Will your business goals be met if I choose a provider purely on price?
 Can the provider help you build or expand my customer database?

68. BudgeCng: Fix Costs BudgeCng: Variable Costs
 Fixed Costs/Investments  CreaCve concept development
 Strategy and resource  Content licensing and/or creaCon
 Mobile markeCng applicaCon/plaworm
 Mobile marking plaworm and
 TacCcal execuCon of a program
applicaCon licenses
 TransacConal items
 ConnecCon aggregator fees
 messaging traffic (SMS, MMS, Email),
 Common Short Code leases Internet and mobile Internet page views,
adverCsing page views/click throughs,
content downloads, IVR Minutes,
content royalCes, images recognized,
etc.
 Program strategy development
 Carrier specific charges
 TradiConal media and retail channels

69. Exercise < Mobile

70. Plan your mobile strategy
1. Sports broadcast company wants to
increase engagement with its
consumers to reinforce their posiCon
and to raise awareness of new
programming
2. Alcoholic beverage brand needs to
engage with floaCng audience at a
sporCng event to increase brand
penetraCon and share among new
consumer groups
3. Transport company needs to engage
consumers and help improve customer
saCsfacCon and thereby bo]om line

71. Delivering Through All Media
ESPN is the Clear Leader in Mobile Sports
 #1 Sports Mobile Website: 11M uniques/month
Publisher  #1 Sports Alerts Service: 200M+ messages/month
of the year
 iPhone / iPad Apps (free and paid) – 11MM downloads
2010
 Mobile TV >1,000 live events/games in 2010

72. Improving Customer Care and BoXom Line
Orange Country Transportation Authority
Incoming Texts vs Calls
35,000
Number inncoming
30,000
25,000
20,000
15,000
10,000
 Incoming Text: 8,000 in 5,000
0
November 2009 to more
than 167,000 in July 2010
Week
 Weekly calls dropped
40% Texts Calls
 Saved OCTA $600K

73. Success with Mobile: Guinness
Objectives:
• Guinness® wanted to create a strong and lasting connection with the consumer,
making the brand synonymous with the Hong Kong Sevens
Execution:
• Guinness Passport to Greatness, the world's first talking mobile event guide
• 1000s of application downloads during the week-long event, driven by a
competition to win Sevens tickets
• The campaign boosted Guinness sales by 30% year-on-year

74. Discussion< Feedback

75. In Summary

76. 1 Explore the various mobile marketing avenues
 Broadband based adverCsing
 Targeted profiled campaigns
 Contextual messaging
adverCsing
 On and off portal adverCsing
 InteracCve, direct response
campaigns
 Mobile portal subscripCons
 Qr codes
 Sms short codes
 Viral games
 Branded Approaches
 Content
 Sim cards

77. 2 Harness the medium
Match the advert to the
subscriber
 right time
 right place
 right format
Context / scenarios
 user profile
 user preference
 demographics
 device
 time
 location

78.  Best mobile
campaigns are not
SILOS
 Mobile bolsters
the equiCes of the
overall brand
strategy &
experience.

79. 4 Choose the right partners
 Ad / Digital
Agencies
 Content Providers
 Ad Sales Network
 Network Operators

80. 5 test and learn
 start with a pocket /
highly targeted
campaign
 in a controlled
environment
 then eventually
launch on a bigger
scale.

81. 6 Measure, measure, measure
 Behavior
Clicks, participation, traffic
data, demographics, stats,
etc
 Outcomes
Conversions, orders, leads,
etc
 Experience
Research / consumer

82. • InnovaCon is happening every day and many emerging soluCons are
viable today
• But while many things are “cool”, it’s imperaCve for brands and
agencies to not get ahead of the technology
– Follow the mobile pyramid strategy
– Tap into research on consumer behaviors and interests
– Learn from case studies

83. “Success is not so much about
where you are now but about
where you want to be.”

84. Thank you
Rohit Dadwal
Managing Director
Mobile MarkeCng AssociaCon Asia Pacific
rohit.dadwal@mmaglobal.com
twi]er : rohitdadwal