1. Mobile Marketing
Trends and Perspective by AT&T
In This Issue
2 Industry Trends 3 Customer Spotlight 4 Mobile Marketing By the Numbers 5 Tips & Best Practices
6 Getting Started with Mobile Marketing
Mobile Marketing’s
Seat at the Table Consumers
now expect
The number of mobile users continues interactive
to rise at an incredible rate. and
engaging
In fact, smartphone sales are leverage cross-
mobile
outpacing sales of other marketing
marketing
phones and we estimate opportunities.
efforts that
50%
that by 2014, half of all
AT&T provides a enhance
mobile phones in the
suite of Mobile the
United States will be
Marketing purchasing
smartphones.1
Services to process.
Astute marketers will support this
capitalize on this trend and effort, including
seize the opportunity to QR codes, SMS,
deepen customer engagement digital signage, mobile
via mobile marketing. POS and more. In the next few
pages you’ll see how AT&T can
While it used to be enough
help you each step of the way.
By 2014, half of all to simply provide a mobile
optimized website, consumers We hope you find this
mobile phones in the now expect interactive and quarterly trend report to be a
United States will be engaging mobile marketing valuable resource in achieving
smartphones.1 efforts that enhance the
purchasing process. QR codes,
your goals.
Igor Glubochansky
SMS, and NFC technology are
Executive Director, product
user-friendly ways to broaden marketing management
the customer experience and
1
Source: Forrester Research, “Evolving Your Mobile Marketing Presence”, Melissa Parrish, March 2011 Mobile Marketing 1

2. It is clear that tablets
are more than just
a passing fad, and
that’s good news for
marketers.
Marketing Trends
Companies have been customers whether they are at email messaging, etc. can have
experimenting with mobile home, on the go, or in-store. a more interactive experience
marketing for years, but and increase their exposure,
Enhanced In-Store
spending in this sector credibility and sales.
Experience. To meet consumer
took off in 2011, increasing
demand and enhance the The Rise of the Tablet.
nearly 45 percent.1
shopping experience, It is clear that tablets
According
bricks-and-mortar stores are more than just a
to a recent
are developing wireless passing fad, and that’s good
AT&T
shopping experiences, news for marketers – tablet
survey
of U.S. 88% enabling mobile point-
of-sale (POS), digital
users tend to spend more
money on mobile websites
marketers,
signage, and geotargeted than smartphone owners.3
the trend
advertising. Further,
will continue Increased Use of Customer
the emergence of NFC
in 2012. In fact, Analytics. Understanding
is enhancing the wireless
88% of survey respondents consumers’ buying behavior
experience and allowing
expect their mobile marketing can turn mobile customer
consumers to engage more
programs to increase in 2012.2 engagement into sales.
quickly and easily.
The right mobile marketing
Greater
More Multimedia platform can provide rich
Adoption
Marketing. Smartphones metrics that help measure
of Mobile
allow consumers to conversions and consumer
Barcodes.
access rich content in real- details like demographics,
Barcodes give marketers an
time. Businesses that direct geography and even handset
opportunity to bring print
their marketing to smartphone information.
media to life by utilizing the
users via SMS messaging,
latest smartphone capabilities.
video / picture messaging,
Marketers can engage with
1
eMarketer report “Mobile Advertising and Marketing: Moving to the Mainstream” Oct 2011; 2n 2011, AT&T surveyed 501 U.S.
marketing and advertising professionals about their mobile marketing programs and future plans. Figures based on percentages
of respondents. 3PayPal/Ipsos OTX MediaCT Survey (Oct 2011)
Mobile Marketing 2

3. Once a customer has
the app on his or her
smartphone, and accepts
the use of location
information, maurice’s
can send the shopper
timely messages.
Trendsetter Spotlight: maurice’s
As a leading hometown notification, alerting the user Digby Localpoint from AT&T
specialty store and authority to noteworthy news about the helps brands & retailers:
for the savvy, fashion- specific store location as soon
• ffectively engage with
E
conscious girl with a twenty- as he or she enters the store.
consumers through their
something attitude, maurice’s Shoppers can also use the
own branded app, based
wanted to develop a branded app to scan product barcodes,
on their preferences and
mobile app to allowing them
buying habits
help enhance to read product
their customers’ descriptions, ratings • nderstand when their
U
in-store shopping and reviews while most loyal customers visit
experience. in the store. their locations
The app, The maurice’s app • ncover conversion rates
U
introduced by ATT is just one way for products purchased in
and developed the retail chain is retail stores
using Digby’s communicating
LocalpointTM Mobile through their • rive traffic to their places
D
Platform, allows customers’ of business with location-
the retailer to set smartphones. The sensitive marketing
virtual perimeters company has also programs
around their stores. introduced a new
• nable consumers to
E
Once a customer optimized mobile
search, browse and
has the app on his or her website, making it easier for
buy products from their
smartphone, and accepts the customers to search, browse
smartphones whether they
use of location information, and buy via the retailer’s
are at home, on the go or
maurice’s can send the website on their mobile
in the store
shopper timely messages phones.
and offers via a push
Mobile Marketing 3

4. Mobile Marketing by the Numbers
Scans by OS Between March 2011 and March 2012, ATT saw an increase in…
Total Scans 228%
New Users 316%
Number of 2D Code Scans 770%
Number of 1D Code Scans 325%
MARCH ’12 Number of DM Code Scans 250%
Android 37% Windows 3% Number of Women Scanning 443%
Blackberry 2% Other 13%
iPhone 45% Number of Men Scanning 299%
We (ATT) estimate Increased activity by scan category
Mar 2011 to Mar 2012
that more than One time (1) 694%
20 million users Sometimes (2-3) 504%
will scan a mobile Occasional (4 – 7)
Regular (8 – 19)
397%
354%
barcode this year. Frequent (20+) 356%
Scans by Category
FOOD AND GROCERY 36%
35% of scanners BEVERAGE 24%
35%
PERSONAL CARE 12%
provided their age, LITERATURE 6%
ELECTRONICS 5%
gender or zip code CLEANING PRODUCTS 5%
ALL OTHERS 12%
Scans by Age Group1
37% of all scanners 55+ 14%
37% are women,2 up from 35-54 37%
25-34 29%
27% a year ago 18-24 16%
13-17 5%
percentages based on respondents providing age information 2providing gender information
1
Mobile Marketing 4

5. Lay out exactly what you
want the recipient of your
message to do and then
provide an easy mobile
pathway for them
to follow.
Tips and Best Practices
The following tips provide a strategic framework for developing
a successful mobile marketing campaign.
• now your audience. Customers expect
K • rovide incentives. Give
P
personalization and many mobile strategies customers a reward
fail because they are not tailored to their for taking the time
1 Know your
specific audience. Mobile applications should to interact, such as
address the customer’s need for value and exclusive coupons and
real-time information. discounts, an invitation audience.
• reate a mobile
C to a VIP sale or contest,
Mobile
2 Create a
site. Create a site instructional videos or
applications access to unreleased
that is optimized
for mobile
should address information. mobile site.
the customer’s
to provide • nalyze results.
A
need for value
3 Have a
consumers an Tracking results is
and real-time
easy way to critical to a successful
information. clear call
navigate content. mobile marketing
No one appreciates campaign. Consider to action.
having to constantly a company that is
4 Provide
zoom in and out on a web page. Menus and dedicated to developing
lists on mobile sites help divide content an entire mobile
into categories so users can easily locate marketing strategy and incentives.
information. is committed to bringing
5 Analyze
• ave a clear call to action. Many consumers
H to market applications
do not readily know how to interact with the that engage consumers
technology behind mobile marketing. Lay out at all phases of the results.
exactly what you want the recipient of your purchasing decision
message to do and then provide an easy process.
mobile pathway for them to follow.
Mobile Marketing 5

6. QR Codes: The Magic Explained
A Quick Response (QR) code is a link to unique information. Here's how it works:
1 Download the scanner 2 Find and scan a QR code
From most When you
smart phones, see a Quick
go to your Response (QR)
app store and Download code that
ATT
search for compels you,
Scanner
“ATT Code simply open
Scanner.” your scanner
Select and and scan
install the the code.
NEWS
free app.
3 What happens on
my phone?
QR codes link
to a wide variety
of responses.
The possibilities
for what happens Info
next are endless.
Business Benefits
QR codes provide a unique and near real-time source of data
for marketers. This information can be used to help shape
existing and future marketing programs. When consumers
choose to opt-in, companies can understand the customer’s:
• Location • Device properties
• Time of scan* (iPhone, Droid, etc)
• Duration on • Basic demographics
mobile site*
Because the same code can be reprogrammed at any time
to link to new content, marketing campaigns can be
updated instantly. Access to this data is available through
providers such as ATT’s Code Management Platform.
*don’t require opt-in
© 2012 ATT Intellectual Property. All rights reserved.
For more information scan this code or go to att.com/mcode ATT and the ATT logo are trademarks of ATT Intellectual Property.