Download - M2 roadshow europe nick lane mobile squared
Session 1:Messaging & Marketing
All about
4 billion mobile users, but only one me
#1
Cinema
Radio
TV
PC/laptop
Mobile
#1
Usage
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Cinema Radio Print TV PC/laptop Mobile
Ho
urs
Media contact per annum
How to contact #1
Mobile Internet
Location UGC Social networking
Mobile advertising
Messaging Games Video TV Music Mobizines
Mobile apps
Innovation
Search
Mobile Media landscape, 2005-2007
Mobile operator
Content provider
2008: The arrival of the open Internet
Mobile Internet
Social networking
Mobile advertising
The Mobile Medium
Messaging
Mobile apps
Search
Voice
Locatio
nMo
bile
op
era
tor
Low
Pri
ori
tyh
igh
Services
Content
Next up?
Co
nte
nt p
rovid
er
APPocalypse Now – all about the OS
Mobile Internet
Social networking
Mobile advertising
The Mobile Medium
Messaging
Mobile apps
Search
Voice
Locatio
n
Mo
bile
op
era
tor
Low
Pri
ori
tyh
igh
Services
Content
Next up?
Ap
ple
No
kia/Ovi
Samsu
ng
LG
Pu
ma
An
dro
id
Blackb
erry
Son
y Ericsson
Eyjafjallajökull
Global disruption
The mobile eruption
The global picture
Everyone is going mobile
Game changer
Mobile landscape make-up
Legacy
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)
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
* Australia, China, India, Indonesia, Japan, Philippines & Singapore
Reach
Messaging
Mobile Internet
Apps
iPhone
Actual noise
iPhone
Apps
Mobile Internet
SMS
Consumers on mobile marketing
0%
5%
10%
15%
20%
25%
30%
35%
Use your mobile phone to access the consumer
benefit
Use your mobile to find out about the consumer benefit but wait until getting back on your PC before acting
Wait until back on PC Ignore altogether
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
Consumers on brand communication
0%
5%
10%
15%
20%
25%
30%
35%
40%
Appreciate the follow-up communication and be encouraged to spend
more
Appreciate the follow-up communication and continue spending a
similar amount at that company
Welcome the communication but it wouldn’t sway you to
keep spending with this company
Would find the communication intrusive
but would not discourage you from
spending at that company
Would find the communication intrusive and move your custom
to another company
If a company communicated with you using mobile after a purchase would you…
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-24 25-34 35-44 45-54 55+
Do you make transactions over £10 using your mobile phone... by demography?
Yes
No
Consumers on mobile transactions
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
Biggest challenge?
3963
1502
4891
10891
0
2000
4000
6000
8000
10000
12000
Click on the ad to find out more
Consider clicking on the ad but do
nothing
Consider clicking on the ad but do nothing because you are worried about the cost
Ignore the ad altogether
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…?
Overcoming consumer apathy
Source: mobileSQUARED, consumer survey 2009, 21,247 respondents
Why mobile marketing?
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
0-500 Rupees 1,001-2,500 Rupees
10,000+ Rupees
2,500-10,000 Rupees
501-1,000 Rupees
I would not purchase
items using my mobile
phone
It is possible to use your mobile phone to purchase goods and services. How much are you willing to spend
on goods and services using your mobile phone?
Of those users that will use their
mobile to make a purchase :
60% (5.4 million subscribers) will
spend 500 Rupees (US$11.3)
17% (1.5 million) will spend 501-1,000
Rupees
In 2015 that 60% & 17.5% will equate
to 69 million and 19.7 million
Source: mobileSQUARED, consumer research, Apr 2010,
Value chain
… multiple permutations
Interruption?
Campaign 1
Campaign 2
Campaign 3
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Year 1 Year 2 Year 3
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Time
Sp
en
d
Fractured approach
Development
Campaign 1
Time
Sp
en
d
Campaign 2
Campaign 3
Campaign 4
Inte
rac
tion
Brand
Consumers
Stage 1: C.R.M.
Stage 2: CRM 2.0
Stage 3: BRM
Consumer is in control
Social media removes campaign-led
dynamic from advertising
Consumers controlling who can contact
them:
BRAND RELATIONSHIP MANAGEMENT
What’s in it for me?
0%
10%
20%
30%
40%
50%
60%
70%
Which of the following would you like to receive to lower the cost of using your mobile?
5 SMS adverts per day in exchange for 250 free messages and 100 mins of voice calls per month
Free games with adverts before playing a game
Free music with ads before listening to music
Free video (such as sport clips) with ads before and during the viewing
Source: mobileSQUARED, consumer research, Apr 2010,
The truth about messaging
Getting the message
Source: mobileSQUARED, Morgan Stanley
-
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
2009 2010 2011 2012 2013 2014
Asian messaging penetration
2.39 billion
3.16 billion
• 95% of all SMSes read
• 90% read within 15 minutes
Messaging stats
SMS campaign: audience 10 million
• 9 million read within 15 mins
1 operator in India distributes
100 million “marketing”
messages per day
PBM heading to India 2H10
<25%
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 from 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).
TIME TO CONSUMER
PE
NE
TR
AT
ION
MESSAGING
Part 1: Communicating with #1
Internet & Social Media
Still all about
Now 4.0013 billion mobile users, but still only one me
#1
The users, by device category
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014 2015
Device % of voice across selected markets
Legacy
Featurephones
Smartphones
iPhone
Source: mobileSQUARED, Asia report 2010
Mobile is same as web, only different
Delivering traffic via search – ranging from 12% for all users to 55%
for iPhone users. So it’s important but not ubiquitous (Source –
eMarekter)
Delivering traffic via display – plenty of options for ad networks and
exchanges but buying solely on price isn't wise. Users expect to be
delivered to something entertaining and valuable; they won't hang
around if they're not.
Delivering for mobile – design for screen size, browsing flexibility,
handset variants and speed. Everyone doesn’t have an iPhone (just
like a few years ago everyone didn't have Broadband or flash) .
Far from perfect
End of Honeymoon period =
behavioural change
Users congregate to iPhone-
optimised sites = known as
RAILROADS
However:
Majority of iPhone optimised
sites cannot be overridden,
but a few now are providing
access to the main web site
Users need options!
It’s an addiction
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Mobile daily phone usage, mid-2008 - mid-2009
mid-2008
mid-2009
mid-2010
Expon. (mid-2008)
Expon. (mid-2009)
Expon. (mid-2010)
users/daily usage
Source: mobileSQUARED, Asia report 2010
Who is going where?
Source: mobileSQUARED, Asia report 2010
The Top Sites
Average browsing session 10-15 mins
Site will lose 25-30% of users per click – (originally >50%)
• Based on 1 million users of site X, if they go 10 pages into site,
would previously have 977 users, now 56,314.
• Improvement of 5,764%.
Users gravitate towards 10 “favourite” sites
including: Social networking site, business networking site, news, sport,
finance, fashion, entertainment
On average a user will have up to 6 “set” sites and 4 “floating” sites.
Ambition for brands is to become a “floating” site with a goal of
becoming a “set” site.
The mobile site hierarchy
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Site 10 Site 2 Site 3 Site 4 Site 5 Site 6 Site 7 Site 8 Site 9 Site 10
#1 mobile site behaviour
Sites of uncertainty:
Target for brands
WAP landing pages
Campaign 1
Campaign 2
Campaign 3
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Year 1 Year 2 Year 3
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Time
Sp
en
d
Fractured approach
The mobile platform
Presence
Time
Sp
en
d
Campaign 1Camp. 2
Ongoing communication
Camp. 3
Brand Consumers
+36%
38
28
+267%
311
76% that clicked on
the ad would be likely
to buy the product
Source: IAB Mobile Advertising Effectiveness Research, Base: All Respondents (609)
Mobile Internet: raising awareness
We’re a social lot
Source: mobileSQUARED, Asia report 2010, Trendstream
And we influence
Source: mobileSQUARED, Asia report 2010, Trendstream
% of buyers who researched prior to purchase (offline and online)
And we’re starting to make decisions
Source: mobileSQUARED, Asia report 2010, Trendstream
CONSUMER ATTENTION
CO
NS
UM
ER
RE
AC
H
MESSAGING
Part 2: Communicating with #1
MOBILE INTERNET
SOCIAL NETWORKING