As the race is currently playing out, there are two horses in the mobile platform space: Apple with its iOS operating system and Google with its Android OS. On the device side, again it is turning into a tussle between Apple with its iPhone smartphone and iPad tablet and Samsung with its Galaxy mobile devices. Fighting for third and fourth places are Research In Motion’s BlackBerry and Microsoft with its Windows OS. And then there are others such as Nokia, HTC, Huawei and Google’s own Motorola that want skin in the game. How is a marketer to plan for investment and technology stability in this ever-evolving scrum for market share? Attendees will learn: - Is the mobile market already divvied up between Apple, Google and Samsung? - An overview of the key mobile platforms and device makers - Where marketers should place their mobile bets, keeping in mind their own customer and prospect base - Maximizing mobile ROI for product planning, mobile content, mobile advertising sales and mobile marketing, along with behavior segmentation, cross-platform ad performance measurement and optimization, and social media strategic planning Speaker: Alex Romanov, CEO, ISIGN MEDIA About the Speaker: Alex Romanov is an accomplished digital and mobile marketing entrepreneur with a history of identifying opportunities and turning them into high growth and profitable enterprises - especially as they relate to the marketing and advertising industry. Alex has been iSIGN Media’s CEO and Chief Visionary since November 2007 and has worked diligently to promote the use of mobile marketing and advertising in a privacy conscious manner as well as the intelligent collection and use of mobile data. An expert in multiplatform advertising solutions utilizing Bluetooth, Mobile, Wi-Fi and Location-Aware technologies to deliver rich media, permission-based messages to engage consumers, Alex has authored several whitepapers including “Mining the Big Data Windfall One Device at a Time,” Mobile Convergence & Digital Dominance,” Collecting Consumer Data: Measurement, Metrics and Analytics in the Digital World,” and “Privacy Conscious Marketing.” He is also a frequent contributor to Mobile Marketer, MediaPost and several major North American marketing publications discussing topics ranging from the need for better mobile metrics and analytics, mining mobile data in a privacy-conscious manner to protecting consumers’ mobile data. His most recent presentation was with the AMA, discussing technologies and approaches for mobile marketers to safely collect their customers’ data and how marketers can best communicate their brands’ behavioral mobile tracking practices, especially in the mobile space.

1. MAKING SENSE OF THE MOBILE PLATFORM
AND DEVICE LANDSCAPE
October 2013
www.isignmedia.com
1

2. About the Presenter: Alex Romanov
• Accomplished digital and mobile marketing entrepreneur with
a history of identifying opportunities and turning them into
high growth and profitable enterprises - especially as they
relate to the marketing and advertising industry.
• iSIGN Media’s CEO and Chief Visionary since November 2007
• Has worked diligently to promote the use of mobile marketing
and advertising in a privacy conscious manner as well as the
intelligent collection and use of mobile data.
• Author of “Mining the Big Data Windfall One Device at a
Time,” Mobile Convergence & Digital Dominance,” Collecting
Consumer Data: Measurement, Metrics and Analytics in the
Digital World,” and “Privacy Conscious Marketing.”

3. Making Sense of the Mobile Platform
and Device Landscape
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•
•
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iOS
Android
BlackBerry
Windows
Symbian
And many others!

4. Mobile’s “Playoff Players” Take the Field
Dominant smartphone operating systems:
• With Android software on nearly 80% of smartphones and
tablets shipped in the second quarter of 2013, Google is by far
the biggest player when it comes to market share.
• Not to be dismissed, Apple and its iOS software capture more
than 40% of the US smartphone market.
• Combined, Android and iOS laid
claim to 87.6% of the mobile
OS market in 2012.

5. Battle for A-List Bragging Rights
• In September Interbrand’s yearly Best Global Brands list
named Apple the world’s most valuable company, worth
$98.3 billion, flattening Coca-Cola’s 13-year reign.
• Seven of the world’s 10 most valuable companies are
technology-related.
• Who’s number two on that list? Google.
• Interbrand found that Google, Apple and Samsung all had the
highest year-over-year valuation increases at 34%, 28% and
20%, respectively.

6. Two-Horse Race in a One-Horse Town?
Not Quite Yet
Worldwide Smartphone Sales to End Users by Vendor in 2Q13 (Thousands of Units)
Source: Gartner (August 2013)

7. The New “Triple Crown” of the Great
Mobile Derby
Worldwide Smartphone Sales to End Users by Operating System in 2Q13 (Thousands of Units)
Source: Gartner (August 2013)

8. Platform Poker – Mobile Marketers Place
their Bets
The above industry snapshot begs three
central questions:
• Where should marketers place their mobile bets,
keeping in mind their own customer and prospect
base?
• How can brands maximize mobile ROI for product
planning, content, advertising sales and marketing?
• How can marketers employ behavior segmentation,
cross-platform ad performance measurement and
optimization and social media strategic planning?

9. Black Eye For BlackBerry? – A Lesson For
Mobile Marketers
BlackBerry’s troubles continue to
serve as a lesson for us all on what
not to do. And in many ways the
company’s troubles have helped
frame answers to the previous
slides three questions.

10. Black Eye For BlackBerry? – A Lesson For
Mobile Marketers (cont’d)
• Knowing which devices and operating systems your customers
prefer – as well as how they’re using their phones to purchase
and research products and redeem offers – comes down to
really listening to what customers have to say.
• Data management and analytics capabilities can
help marketers decide which to
aid in those determinations.
• BlackBerry failed to remember
this basic rule. As a result…

11. Avoiding BlackBerry’s Slide into the Black
Hole of Operating System Oblivion
• BlackBerry, the former smartphone frontrunner, recently
reported a $965 million second quarter loss largely due to
millions of unsold Z10 phones about eight months after their
release – despite many positive product reviews.
• In the last five years BlackBerry has lost more than $75 billion
of its value.
• The company is slashing 4,500 jobs, which is approximately
of its work force, in an attempt to cut
costs.

12. Tactic or Tone Deaf? You Decide
“The problem wasn’t that we stopped listening to
customers,” said one former RIM insider. “We believed
we knew better what customers needed long term
than they did. Consumers would say, ‘I want a faster
browser.’ We might say, ‘You might think you want a
faster browser, but you don’t want to pay overage on
your bill.’ ‘Well, I want a super big very responsive
touchscreen.’ ‘Well, you might think you want that, but
you don’t want your phone to die at 2 p.m.’ “We
would say, ‘We know better, and they’ll eventually
figure it out.’ ”

13. Technology to the Rescue
• Lacking that special gift, the vast majority of marketers don’t
welcome guessing their
customers’ wants and needs.
Such insights must be measured
and discovered.
• And Apple’s iBeacon might be
the direction future customer
analytics technology is heading.

14. Shining a Light on iBeacon
• In the words of 9to5 Mac, iBeacon is essentially “GPS for indoor locations.”
• iBeacon is part of a new wave of enhanced Bluetooth-based
technologies known as Bluetooth LE or “low energy” that
allows two-way communication between consumers’ smart
mobile devices and in-store computers.

15. Shining a Light on iBeacon (cont’d)
• That means the devices can send timely and relevant offers to
customers in-store as they walk past particular products. It
also means that offers for coupons and redemptions can be
highly personalized.

16. The Power of Proximity Marketing
• iBeacon’s potential success rests with the power of proximity
marketing – a subset of the digital out of home (DOOH)
market and part of a digital advertising industry which
according to the latest PricewaterhouseCoopers study,
generated $20 billion in advertising revenue
through the first half of 2013.
• Of that $20 billion, 15% came from
mobile ad revenue.

17. Location Service Use in the US
• 74% of US smartphone owners are using location-based
services.
• 30% of adult social media users say that at least one of their
accounts is set up to include their location in their posts, up
from 14 percent who said they had ever done this in 2011.
• A plurality of geosocial service users (39 percent) say they
check into places on Facebook, while 18% say
they use Foursquare and 14% say they use
Google Plus, among other services.

18. Location-Based Mobile Marketing Facts
• A recent survey of brand executives by Balihoo found 91% are
planning to invest in some location-based service.
• Geo-aware messages – which change depending on customer
location – have the highest click-through
rate.
• Geo-fenced messages – pushed out to
all customers within a pre-set
distance – took second place.

19. Mobilized for the Mobile Landscape
• While Google and its Android operating system and Apple with
its iOS are dominant players in the mobile market, they are not
the only ones.
• In terms of devices, the
“Other” category comprises
40% of the mobile market.

20. Mobilized for the Mobile Landscape
• Marketers must segment and measure their customers to
determine which devices and which platforms their customers
are using and how they prefer their brand engagement.
• BlackBerry is a critical reminder of what not to do. Avoid
becoming anachronistic by remaining innovative, open to change
(the potential resurgence of Bluetooth versus NFC) and flexible
to customer wants and needs.

21. Q&A Time
• Thoughts on iBeacon’s contactless payment approach… Will
low energy Bluetooth become the transaction (and proximity
marketing medium) that NFC hasn’t realized?
• What are the top challenges writing software compatible
across multiple mobile operating systems?
• Beyond Bluetooth LE and iBeacon specifically, how will
proximity marketing evolve in the next 12 months?
• How will proximity marketing’s growing popularity impact
mobile ad revenue?

22. About iSIGN Media
• Since 2007, iSIGN has been developing multiplatform advertising and
marketing solutions for brands to better attract, engage and retain
customers through their mobile devices.
• As a data and SaaS company, we collect shopper preferences so that
brands can deliver targeted messaging and personalized offers to
consumers’ mobile devices, in-location and in real-time.
• Our interactive proximity-marketing technology is also capable of gathering
average price points, typical purchases, in-store dwell times and other
shopper metrics to deliver business intelligence and insights into emerging
consumer behaviors that can help brands make better business decisions
and measure their marketing efforts.
• Utilizing Bluetooth™, mobile, Wi-Fi, and location-aware technologies to
deliver relevant and timely messaging to any screen or mobile device, we
serve rich media, permission-based messages that can drive immediate
brand engagement, increased customer loyalty and deliver higher ROI on
marketing dollars spent.

23. Contact iSIGN Media
Toronto
45A West Wilmot Street,
Unit 3 Richmond Hill,
Canada ON L4B 2P2
Phone
905.780.6200
Inquiries
www.isignmedia.com
alex@isignmedia.com
Clearwater
15201 Roosevelt Boulevard,
Clearwater,
Florida 33760
Phone
727.538.5700