Incentivated camerjam mobile finance masterclass

Publishing across different
mobile platforms
Jonathan Bass, Managing Director
20 May, 2011

Copyright Incentivated Limited 2011 www.incentivated.com

Contents

About Incentivated
Mobile marketing best practice
Financial services examples
NFC marketing

Copyright Incentivated Limited 2011

Who we are
Summary

Incentivated is an independent technology company and mobile
marketing services agency
We have 10 years’ experience operating exclusively in mobile
marketing
We help our international client base deliver integrated acquisition,
CRM, and mCommerce campaigns and services using the mobile
channel

Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011

Who we are
Just some of our clients


What we do
Full service capability

Technologies Needs
5 formats 3 key areas of client activity
enterprise messaging (SMS, acquisition
MMS etc) CRM
mobile internet mCommerce
apps
short codes and QR codes
location marketing
Services
2 consultancy offerings
creative
strategy


How we do it
Engagement is spread across three levels

CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services

Campaign strategy and execution
Marketing, Creative & Design, build & hosting of mobile internet sites*
Advertising Agency Mobile advertising planning & buying
Consulting, insight & post campaign analysis

Mobile and email marketing
Mobile Marketing, Internet Mobile internet site publisher
& mCommerce Platform mCommerce suite
Self-serve functionality (“SaaS”)

SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes
Messaging Gateway & Mobile content management system (CMS)**
Software Company Systems integration and various APIs
Development of both handset & server-side apps

*Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database


Mobile is not easy
Device fragmentation and different standards make mobile different to desktop

Progressive enhancement required (multiple presentation layers)
When to build an app or a site
‘Native’ as opposed to cross-platform web-apps
Desktop analytics tools do not work properly for mobile
How secure are the devices themselves?
‘NFC marketing’
Implications for SCV


Technologies

A complete mobile marketing strategy includes five components:

Product summary Product summary Product summary


Strategies

Mobile can be used by clients to enhance their key marketing and
delivery strategies:

Whitepaper


The mobile internet has come of age
Users are already on your site


You get blamed for a bad mobile experience
No site at all, or a single mobile presentation layer only, are no longer options

Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?

Brand The Phone Network The User
60%
(site) Provider

40% 44%

34%
29%
20%

0%
5%

Source: Appetite, Yahoo! March 2010
Base: all those who access internet on mobile (n=1,240)


WWW, emails & SMS will drive mobile traffic
Accurate device detection is a must


Handset detection options
There is really only one option

Credentials presentation

Mobile site implementation
Because of the proliferation of handsets, mobile is more complicated than desktop

Developing a single mobile presentation layer is false economy
A minimum of three is required (smart, feature and legacy phones)
The are four broad approaches:
Mobile CSS stylesheet within CMS
Integrated with CMS and client hosted (parallel)
Less risk for the client but reporting is poor (requires access to APIs)

Integrated with CMS and supplier hosted (parallel)
Produces a superior result but dependent upon on-going support from supplier

Transcoded
Quick to market, but neither highly resilient nor creatively adventurous

It is impossible to do properly without using APIs for handset
detection, capabilities definition, content adaptation and reporting

Approaches to mobile site build
Best practice demands a parallel site, driven from the same content/CMS

Credentials presentation

The value of third party tools (APIs)
Mobile relies upon data from mobile networks and handsets are diverse

Uniqueness
For cellular this is not measured by IP address but a unique and
persistent ID from the mobile network
Most desktop reporting tools misclassify or lose many mobile sessions
Device identification
There are over 10,000 profiles and 5-10 are added each day
A cached resource will be out of date very quickly

Managing such a resource is costly
Real-time content adaptation
MIME type support varies by device, screen-sizes differ, coding
frameworks are diverse, handsets have different hard and soft buttons


Design and UX are as important as on desktop
Navigation – ‘Bread Crumbs’

Location dependant content Leading content

Promoting Maps Search

Time/promo specific content Leading content

Navigation - Menu


‘Cookie cutter’ or bespoke approach to a site?


Information Architecture
Product Category Hierarchy

Campaign Ability to manage all product
centrally
Site
Taxonomy to be shared across
Master multiple sites
Category Primary
Structure Site
Segmented deployment to campaign
sites

Mobile
Site


Enterprise Content Management

Master Head Office
Content
Created Content

Translation
English German French Italian Layer

UK UK UK Campaigns
Website Mobile site Mobile App Social
Email/SMS

Channel Content


Technologies
Apps

Device and OS fragmentation is not insurmountable
either native, per platform
or cross-platform ‘web-apps’
Don’t build native unless you need to
“… develop new apps as web apps, and turn them into native apps when
they've been validated.” Daniel Roth, Fortune 500 (AdAge)


Mobile App or Mobile Website?
A native app comes into its own for games and tools; a site usually suffices

Mobile Mobile Web
Cross-Platform App
Applications Site

Online content Y Y Y

Offline content Y Y (HTML 5 data store) Y

Audio / Video Y Y Y

Interactive graphics Y Limited Y

Install on ‘home screen’ Y Y (iPhone) Y

Multi-platform Build for each device Y Y

Single entry-point (URL) Requires install step Y Requires install step

Location Services (GPS) Y Y Y

Notifications Y Y (SMS) Y

Development costs Once per OS Once Once

Maintenance costs Repeated per OS Once Once

App store required (cost) Y N Y


An app should interface with middleware
Screen-scraping results in broken links and egg on face


Technologies
Shortcodes & QR codes

QR codes work much the same
as the barcodes you see printed
on products at a retailer
A code is scanned using a
device (mobile) and software
(QR reader), and is translated
into meaningful information
(e.g. web links)

Incentivated’s QR code campaign for STA Travel


Technologies
Enterprise messaging
Messaging volumes continue to grow – everyone can use SMS and MMS

Reaching consumers with
messaging is incredibly effective
74% would opt-in to a brand’s
database if done properly
Consumers open to receiving
messaging between 10am and
8pm in particular
69% happy to receive a
message per week
MMS achieves amazing cut-
through

Source: IAB/DMA mobile messaging study, September 2010


Strategies
mCommerce

The best commerce strategies
encourage consumers to purchase
and consume content and products
on the go
85%
Increase in mobile
retail usage in EU5
from 2009 to 2010* 35%
Of people search for
products to buy on their
mobile phones**
*The comScore 2010 Mobile Year in Review
**Brandbank 2010 mCommerce Content Report


Example mCommerce app - King of Shaves

Home Page m-Video Delivery details Payment options


Mobile is used in a myriad of ways
Like retail, financial services was an early adopter

Direct response advertising
Brand building
Sales promotions
CRM e.g. reminders, fraud alerts, surveys
Loan and insurance applications etc
Transferring funds, accessing bank accounts


O
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ACQUISITION
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we

APPLICATION PROCESS
lco
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Ac

Mobile Finance Masterclass 24/5/11
tiv
at
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Data append is an efficient way of growing a database

BT
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Ba &
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Av ta
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ab O
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RETENTION / CRM

ym lan
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Enterprising messaging & credit card lifecycle

ym
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Copyright Incentivated Limited 2011

Sites work best for acquisition
Campaign sites, run from www or advertised on mobile, work well

Sales promotions and product
information are suited to the mobile
internet
Few apps achieve the viral success of
Barclaycard waterslide/Rollercoaster
Large budgets needed
SMS direct response continues to
generate high ROI due to low entry
cost

Incentivated’s campaign for Fidelity Investments


Near Field Communication
Secure mobile payments standard


Biggest change in payments in 40 years
Handset (second chip), app, network operator and card issuer working together

Uses very short distance radio and
induction
almost ‘contactless’
Touch to make transaction without
the need to enter PIN
Limited to £15 per purchase
Connects to credit or debit card
Same retail infrastructure as Paywave
etc
‘NFC marketing’ for free?


‘NFC Marketing’
Not many people know about this

After paying with an NFC phone you can collect a voucher as part of
a loyalty programme or simple ‘collect advertising’
From an EPOS system or a transceiver in a shop window
Various executions
‘bump to browse’
‘bump to call’
‘bump to message’
DMA/Orange looking for a brand to participate in NFC marketing
trial/case study


Thank You

Jonathan Bass
Managing Director
jonathanb@incentivated.com

Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985

(No code reader? Text CODE to 62233
for a link to a reader appropriate for your
phone)

Copyright Incentivated Limited 2011 www.incentivated.com

Incentivated camerjam mobile finance masterclass

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