Mobile Marketing

•Overview

•Statistics

•Carriers

•Pricing

•Examples

•Trends

Outline

Mobile Overview

Mobile Site vs. PC site

Mobile Websites

Mobile User Behavior

•There are currently over 250 million mobile phone users in the U.S., while there are 218 million Internet users

•43% of mobile users think mobile Internet is useful

•40 million mobile users (18+) say they’re interested in mobile email services

•In practice, 23% feel accessing Internet from their phone is an enjoyable experience, while 74% found the browser

Mobile User Behavior

•Currently, 16% of mobile users use mobile banking services

•9.2 million US mobile subscribers have purchased goods using their handsets, and half of all mobile data users expect to do so in the future

•6.5 million mobile users had used text messaging to make a purchase

Mobile Ads

•23% (58 million) of US mobile subscribers say they’ve been exposed to advertising on their phones in the last 30 days

•Of those who did, half (28 million), responded to a mobile ad

•14% said they’re already open to mobile ads so long as it’s relevant to their interests

•1/3 are OK with seeing ads as long as the spots offset their mobile bills (say via free minutes)

Sources:• AdAge Digital Marketing & Media Fact Pack 2007

• “Millions Take Part in Mobile Commerce, But Security Concerns Hinder More”, eMarketer, June 26, 2008

• “Mobile Ad Spending Projected to Top $19B b 2012” By Mark Walsh, MediaPostPublications,Thursday, March

• “mobL marketN upd*” - By Kenneth Hein, Brandweek Magazine27, 2008

• “Research Brief: 20 Million Mobile Subsribers Responded to At Least One Mobile Ad” - MediaPost’s Digital Out-of-Home Forum

• “Slave To Technology” By Eletheria Parpis, AdWeek

• “So Just What Is Mobile Marketing?” AdAge Digital Issue

• “Three in Ten Mobile Users Recall Seeing Mobile Ads” MediaBuyerPlanner, Jan 18, 2009

• “Top 20 Countries with the Highest Number of Internet Users”, Internet World Stats

• “US Mobile Marketing: Easier Done Than Said” By Peter Kim

• “Young Adults Influenced By Mobile Ads, Spreading the Word by Handset” -eMarketer, June 26, 2008

Text Ads

Why Mobile Hasn’t Fully Caught On

•Users are skeptical

•Complex process for carriers to implement mobile programs

Pricing

Examples of What’s Being Done in the Marketplace

Microsoft

•Allows users to track the status of their packages on their mobile devices

•Mobile Coupons

GPS-enabled Initiatives

Mobile-based store locator makes it easy to find the nearest latte

Zipcode-based mobile weather channel

Successful Mobile Campaigns

Mobile FormatCoupon

Print Mobile

International Mobile Trends

Europe & Asia have already made use of this technology

They have capitalized on the advanced capabilities of their mobile phones, including:

TV, email, music, internet, books, GPS, Radio, built-in Credit Card, Prepaid Public Transportation, Function as front-door keys in some buildings, and QR Code Readers

International Mobile Trends

Europe & Asia have already made use of this technology

They have capitalized on the advanced capabilities of their mobile phones, including:

TV, email, music, internet, books, GPS, Radio, built-in Credit Card, Prepaid Public Transportation, Function as front-door keys in some buildings, and QR Code Readers

QR CodesIs this the next mobile trend?

What are QR Codes Exactly?

Barriers to Adoption

Future Outlook

Capitalize on the Impulse

Make it Interactive

Make Consumers’ Lives Easier

Create a Better User Experience

How to Effectively Utilize Mobile Marketing: