It\'s an exciting time for the internet. nA definite shift has begun. Mobile, or as people are calling it the \'new web\', has been threatening to break through for a number of years and now with the success of the iPhone and other smart phones, manufacturers opening up their mobile portals and introducing flat data tariffs plus the proliferation of WiFi and 3G coverage, this will, in our humble opinion, be the year of the mobile!
So, allow us to be your guide!
2. The mobile landscape. Explained.
It's an exciting time for the internet...
A definite shift has begun. Mobile, or as people are calling it the 'new web',
has been threatening to break through for a number of years and now with
the success of the iPhone and other smart phones, manufacturers opening
up their mobile portals and introducing flat data tariffs plus the
proliferation of WiFi and 3G coverage, this will, in our humble opinion, be
the year of the mobile!
mobiomic.com
3. The mobile landscape. Explained.
Some facts and figures.
• More than 16m people in the UK accessed the internet on their mobile phone in
December 2009.
• They viewed in the region of 6.7bn pages and spent around 4.8bn minutes online.
• Traffic to mobile sites grew by 600% in the last 12 months
• The Apple Store recorded 3bn downloads of iPhone apps in the last 18 months
• Smart phones are currently outselling PCs 4 to 1 and let's not forget about the iPad and
no doubt soon-to-be-released other tablets
• In many developing economies, the mobile phone is the user's only access to the online
world
mobiomic.com
4. The mobile landscape. Explained.
And now the science bit.
The way in which a brand interacts with it's customers via mobile can
be split effectively into two distinct areas:
1. The promotion, or marketing, of the brand via mobile
2. The design of the mobile user experience
Let's look at both now.
mobiomic.com
5. The mobile landscape. Explained.
Mobile marketing.
Mobile marketing has become a powerful, interactive communication tool thanks to
the distinctively personal and ubiquitous nature of the mobile phone.
Mobile marketing allows your brand to engage instantly and personally with your
audience and is quicker than both direct mail and email. Mobile has a proven ROI
(2% - 9.5%), a good response rate, low opt out rate (typically 0.2% - 0.6%) and is
effective at changing behaviour as well as being targeted and trackable. Plus users
never leave a message unread!
There are many ways you can market to mobile users...
mobiomic.com
6. The mobile landscape. Explained.
SMS messaging.
Like many digital solutions, SMS (text) messaging can be highly cost-effective
and can be used in a multitude of ways:
• Text message event reminders and alerts
• Real time feedback and polling/surveys
• Integration with point of sale, outdoor advertising and product packaging
• Inform customers of product and press announcements
• Drive traffic to mobile websites
• Add a personalised element to events and create a dialogue with your audience
mobiomic.com
7. The mobile landscape. Explained.
Bluetooth marketing.
Bluetooth (or “proximity”) marketing is the localised wireless distribution of
advertising content associated with a particular place. You transmit digital content
via Bluetooth to your customer’s mobile phone, providing of course they wish to
accept the transfer.
Typical installations can include:
• Pubs and restaurants
• Conference centres, entertainment complexes and shopping centres
• Council buildings, airports, universities and hospitals
• City centre locations and tourist attractions
mobiomic.com
8. The mobile landscape. Explained.
Mobile search engine optimisation
Handheld devices requires a level of understanding of how user behaviour on
mobile handsets is very different from that on PCs. As a result, it should come
as no surprise to learn that the approach to mobile SEO is different from that
to regular SEO.
The most important element of a mobile strategy is ensuring that all your
customers can view your website correctly on their wireless device.
mobiomic.com
9. The mobile landscape. Explained.
QR codes
QR codes are offering endless marketing opportunities. Today, with the
remarkable growth of smart phones and readily available free QR reader software
(which is increasingly coming preloaded onto mobile phones), this potential can
be easily implemented.
Mobile users take a picture of the code with their cameras and this image is read
by software and decoded into a URL which in turn triggers an action; be it a link to
a webpage, email, downloadable file or other such web-based content.
mobiomic.com
10. The mobile landscape. Explained.
Mobile user experience.
Mobile phone users can use a multitude of access
points to your brand which can be split into three
camps:
1. Mobile websites
2. Applications (or "apps")
3. Web apps
mobiomic.com
11. The mobile landscape. Explained.
Mobile websites.
A great mobile site lets you extend your brand awareness and reach consumers at
their convenience. The whole way in which users interact with mobile media, from
the way in which they browse to the type of information they are looking for, vary
massively when using a handheld device so despite what you might think, it’s not
just a case of simply resizing your existing website and fitting it onto a mobile
screen.
So who needs a mobile website? Well, essentially any business that interacts with it's
customers, so in a nutshell, that's everyone! For example:
• Restaurants: allow customers to view menus, pre-order and reserve tables online
• Retailers: send customers directly to special offers or your mobile website
• Events/nightclubs: allow users to book and deliver their tickets directly to their
mobiles
• Travel operators: allow checking of timetables as well as purchase of e-tickets
• Cinemas: allow online review of films and ticket booking on the go
For example...
bbc.co.uk
barclays.co.uk
orangeworld.co.uk
mobiomic.com
12. The mobile landscape. Explained.
Applications.
Native applications (or 'apps') are most commonly thought of as those funky little
games that you download onto your iPhone or Android-enabled device. The
advantage of these is that they are effectively standalone packages that can be run
independently of an internet connection and limited only the the imagination of the
developer.
Apps are great for:
• Games companies: release a free mini-version of your game as a teaser for the main
event
• Viral campaigns: a branded standalone app can easily contain a fun game that can
promote your brand worldwide once it starts to viral
• Retailers: users can save time browsing a product catalogue that rarely changes by
bundling the whole experience into a one-time downloadable app
• Tourist attractions: why not bundle up a small guided tour with rich media and
voiceover that users can download and use at your attraction.
For example...
The Guardian
Argos
Rightmove
mobiomic.com
13. The mobile landscape. Explained.
Web apps.
Web applications, or "web apps", combine the power of the Internet with the
simplicity of your smartphone's touchscreen interface. Designed to mimic the user
experience of your individual phone, a web app is written in standard web
languages and housed on a server alongside your normal website therefore
allowing you all the benefits of an internet-based solutions such as:
• instant access, no requirement to go through Apple's lengthy application process
• cross-platform compatibility, multiple versions for multiple phone platforms is
vanquished
• instant updates, the need for users to constantly download updated versions is
negated - every time you visit the web apps URL, you will view the current
version
• access to mobile phone UI features such as the iPhone GPS and accelerometer are
still available
For example...
tripadvisor.co.uk
digg.com
amazon.com
mobiomic.com
14. The mobile landscape. Explained.
Further
information.
For further information, contact
Andy Whitwood at mobiomic on:
email: hello@mobiomic.com
mobile: 07711 365020
skype: andywhitwood
or visit our website at:
www.mobiomic.com
mobiomic.com
