1. Session 1:
Messaging & Marketing

2. All about #1
4 billion mobile users, but only one me

3. Cinema
Usage
Radio
TV
Print
PC/laptop
Mobile
#1

4. How to contact #1
Media contact per annum
7,000
6,000
5,000
4,000
Hours
3,000
2,000
1,000
0
Cinema Radio Print TV PC/laptop Mobile

5. Eyjafjallajökull

6. Global disruption

7. The mobile eruption

8. The global picture

9. Everyone is going mobile

10. Game changer

11. Mobile landscape make-up
Device growth (mil.)*
2010 2015
Legacy 242.39 237.73
Featurephone 1,132.32 1,596
Smartphone 180.63 800.5
iPhone 10.2 45.4
Legacy
* Australia, China, India, Indonesia, Japan, Philippines & Singapore
Basic WAP functionality
Featurephone
Rich-media device, WAP with open Internet
enablement
Smartphone
Advanced capabilities with PC-like
functionality (5-10 times higher usage)
iPhone
Yardstick (20-50 times higher usage)

12. Reach
Mobile Internet
iPhone
Messaging
Apps

13. Actual noise
Apps
SMS
iPhone
Mobile
Internet

14. Consumers on mobile marketing
35%
30%
25%
20%
15%
10%
5%
0%
Use your mobile phone to Use your mobile to f ind out Wait until back on PC Ignore altogether
access the consumer about the consumer benef it
benef it but wait until getting back
on your PC bef ore acting
Consumers on apps
• 35% of men and 14.5% of women know what the App Store (Apple) is
• Knowledge of app stores diminishes with age
• Knowledge of app stores is higher in the south of the UK compared to the
rest of the country
• 48% of men would be interested in using an app store for content
• 44% of women would be interested in using an app store for content

15. Consumers on brand communication
If a company communicated with you using mobile after a purchase
would you…
40%
35%
30%
25%
20%
15%
10%
5%
0%
Appreciate the f ollow-up Appreciate the f ollow-up Welcome the Would f ind the Would f ind the
communication and be communication and communication but it communication intrusive communication intrusive
encouraged to spend continue spending a wouldn’t sway you to but would not and move your custom
more similar amount at that keep spending with this discourage you f rom to another company
company company spending at that
company
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents

16. Consumers on mobile transactions
Do you make transactions over £10 using your mobile phone...
by demography?
100%
90%
80%
70%
60%
50% Yes
No
40%
30%
20%
10%
0%
18-24 25-34 35-44 45-54 55+
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents

17. Biggest challenge?
Q.3 If an advert was served to you on your
mobile phone that was 100% relevant to you at
that moment in time, based on your location
and requirements, would you…?
12000
10891
10000
Overcoming consumer apathy
8000
6000
4891
3963
4000
2000 1502
0
Click on the ad to Consider clicking Consider clicking Ignore the ad
f ind out more on the ad but do on the ad but do altogether
nothing nothing because
you are worried
about the cost
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents

18. Why mobile marketing?
It is possible to use your mobile phone to purchase
goods and services. How much are you willing to spend Of those users that will use their
on goods and services using your mobile phone? mobile to make a purchase :
8,000,000 60% (5.4 million subscribers) will
spend 500 Rupees (US$11.3)
7,000,000
17% (1.5 million) will spend 501-1,000
6,000,000 Rupees
5,000,000 In 2015 that 60% & 17.5% will equate
to 69 million and 19.7 million
4,000,000
3,000,000
2,000,000
1,000,000
-
0-500 Rupees 1,001-2,500 10,000+ 2,500-10,000 501-1,000 I would not
Rupees Rupees Rupees Rupees purchase
items using
my mobile
phone
Source: mobileSQUARED, consumer research, Apr 2010,

19. Value chain
… multiple permutations

20. Interruption?
Spend
Campaign 1
Campaign 2
Campaign 1
Campaign 3
Campaign 1 Campaign 2
Campaign 2 Campaign 3 Campaign 4
Campaign 5
Campaign 3 Campaign 4
Year 1 Year 2 Year 3 Time
Fractured approach

21. Development
Consumers
Spend
Interaction
Campaign 4
Campaign 3
Brand Campaign 2
Campaign 1
Time

22. Stage 1: C.R.M.

23. Stage 2: CRM 2.0

24. Stage 3: BRM
Consumer is in control
Social media removes campaign-led
dynamic from advertising
Consumers controlling who can contact
them:
BRAND RELATIONSHIP MANAGEMENT

25. What’s in it for me?
Which of the following would you like to receive to
lower the cost of using your mobile?
70%
60%
50% 5 SMS adverts per day in exchange f or
250 f ree messages and 100 mins of
voice calls per month
Free games with adverts bef ore playing
40% a game
Free music with ads bef ore listening to
30% music
Free video (such as sport clips) with
ads bef ore and during the viewing
20%
10%
0%
Source: mobileSQUARED, consumer research, Apr 2010,

26. The truth about messaging

27. Getting the message
Asian messaging penetration 3.16 billion
3,500,000,000
3,000,000,000 2.39 billion
2,500,000,000
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
-
2009 2010 2011 2012 2013 2014
Source: mobileSQUARED, Morgan Stanley

28. Messaging stats
• 95% of all SMSes read
• 90% read within 15 minutes
SMS campaign: audience 10 million
• 9 million read within 15 mins
1 operator in India distributes
100 million “marketing”
messages per day

29. PBM heading to India 2H10

30. <25%

31. BMW EfficientDynamics also in mobile
The ultimate mobile marketing campaign
The BMW Winter Tyres MMS campaign generated €33.2 million in new
business to BMW f rom a mobile campaign based on 117,000 MMSes.
Directly (and accurately) attributable to MMS
Classic example of engagement marketing
Cost of campaign €44,000
€0.20/MMS x 117,000 = €23,400
30% click thru + transaction (35,100 customers spent on average €946).

32. Part 1: Communicating with #1
MESSAGING
TIME TO CONSUMER
PENETRATION

33. Nick Lane
Chief analyst
mobileSQUARED
nick@mobilesquared.co.uk