1. Your Organization in the Mobile World
March 2012

6. We use mobile anytime, anywhere
InMobi, Decision Fuel & On Device Research, Mobile Media Consumption Research, Feb 2012

7. Globally: Mobile share of time ahead of TV, catching
up with online
InMobi, Decision Fuel & On Device Research, Mobile Media Consumption Research, Feb 2012

8. In the US, Mobile Apps Has overtaken Web
comScore, Alexa, Flurry Analytics

9. In Singapore
• About 70% of Singaporeans already own a
smartphone
• 50% of Singaporeans regarded mobile as their
primary or exclusive means of accessing the
Internet.
• 44% had discovered something new via mobile
advertising
• 47% of Singaporean consumers who responded
refer to their mobile devices before making a
purchase
InMobi Network Research, APAC Q3 2011

10. Mobile centricity in Developing Countries
• 72% of internet users in India use their mobile as
their primary means of accessing the web.
• Here, mobile internet users spend 33% of their
media time on mobile devices – Higher than any
other media
InMobi Network Research, APAC Q3 2011

11. The new 5Cs
• Coverage
• Constant reach
• Context
• Connect personally
• Community

12. “ [W]e will continue to see these trends rapidly accelerate as
consumers rely ever more heavily on their mobile device. While the
opportunities to exploit mobile media remain strong, the stakeholders
across the industry will be confronted with ongoing questions and
challenges which need to be addressed in order to meet the growing
”
expectations of the customer
- InMobi CEO and Founder Naveen Tewari

13. Do I need it?

14. Begin with the end in mind
• What value does it offer to my audience?
• What is the best vehicle to deliver that?
• Do I have the resources (money, manpower,
technical expertise) to manage it?

15. Begin with the end in mind
• What value does it offer to my audience?
• What is the best vehicle to deliver that?
• Do I have the resources (money, manpower,
technical expertise) to manage it?

16. Macy’s Backstage Pass

17. Wrigley’s ‘Sweet to Sour’ 5 Gum

18. SG Election 2011
• SG Election app was
launched by Straits Times on
the 22nd April 2011 and was
an instant hit for the
newspaper with almost
350,000 downloads within
the first 24 hours

19. Grains Research and Development Corporation

20. What value does it offer for my audience?
• Who are your audience?
• What’s their daily life like?
• How do their use mobile and social applications?
• Age, education level, profession, motivation?
• How do they currently interact with your organization, what’s the
unfulfilled need?
• What’s the hook for them?
• Make it easy for them to use.

21. Begin with the end in mind
• What value does it offer to my audience?
• What is the best vehicle to deliver that?
• Do I have the resources (money, manpower,
technical expertise) to manage it?

22. • App vs Mobile-optimized Website

24. 91% of the top brands have a presence in at
least one of the major app stores. This is a
significant increase compared to 18 months ago
when only 51% of the brands published or
licensed an application.
Interbrand 2011 Best Global Brands report

25. Advantages of Apps
• Rich content
• Tailored functionality
• Ease to use
• Speed
• Additional layer of data and personalization

26. What’s the platform?
• iOS, Android, Symbian
• Domino’s Pizza
• iPhone app released last year
• Android app launched 3 weeks
ago

27. Native app vs Web app
• Built for the OS • Can be deployed
across different OS
• Full access to the
phone’s features • Easier version updates
• Richer functionality • *No full access to the
phone’s features
• Works offline
• Lower costs
• Distribution
• Emulate native apps

29. • They are not mutually exclusive!

30. • Backend infrastructure
• Server planning
• APIs

31. “If your app can’t offer something that your
customer can’t do on a computer, don’t do it. ”

32. Mobile-Optimized websites

34. Google Analytics as the Gauge
Web
Mobile device

35. Begin with the end in mind
• What value does it offer to my audience?
• What is the best vehicle to deliver that?
• Do I have the resources (money, manpower,
technical expertise) to manage it?

37. “ It offers the unprecedented opportunity to connect with
your customers and truly build the personal relationship
with them; but do you have what it takes?
”

38. Take your customers further in the mobile
experience…
• Communication with customers online
• Customer service
• Test and improve
• Hosting and storage

40. Take your customers further in the mobile
experience, and it takes you further in the
mobile world
• Coverage
• Constant reach
• Context
• Connect personally
• Community

41. A short introduction
to Reading Room

42. Background
Independently owned and managed since 1996
200 digital experts
Awards for user experience and excellence
All digital services, from strategy to implementation

43. Reading Room Awards 2011
The International Business Awards 2011
Winner – Terrence Higgins Trust, My HIV
Distinguished Honouree: RAF Benevolent Fund
B2B Marketings 2011 UK agency
league Table
Reading Room has been ranked 3rd
Campaign Asia Digital Media Award
Silver Award – Philips Healthcare
Special Commendation 2011 Charity Times Awards
Outstanding Use of Social Media: RAF Benevolent Fund

44. Reading Room Awards 2011
PR Week Awards
Winner: Best in Digital and Social Media – RAF Benevolent Fund
Australian Web Awards
Winner - Australian Securities & Investments Commission :
Money Smart website
Interactive Media Awards
Best in Class Government – Australian National Audit Office
Sitecore Site of the Year
Best Not for Profit Site: Terrence Higgins Trust

46. Competition Commission Singapore
Reading Room has proudly revamped the website for the CCS, which includes installation of a new content
management system on the SHINE platform

47. Monetary Authority Singapore
MAS has recently engaged Reading Room to revamp the Monetary Authority of Singapore website, including the
Money Sense subsidiary and sister sites.

49. Crucial ingredients for success
Research and
strategy
Creativity
Technology Design and user
experience

50. An Experienced Partner

51. Our Government Experience

52. GET IN TOUCH
Talk to our team in Duxton Hill and also
access the knowledge of our staff in
London and Australia
Tel: +65 6603 6020
E: info@readingroom.com.sg
Web: readingroom.com.sg
@: ReadingRoomSG
29A – 30A Duxton Road
Singapore 089494