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Managing and Mobilising Content

Simon van Wyk

“Maybe you’ve been too busy fiddling with your smart phone to notice, but the mass media and

mass marketing structures that have more or less defined your connection with the world for more

than half a century are in flames."

- Bob Garfield

BACK THEN CIRCA - 2000

ADVERTISER

CONSUMERS

MOBILES RULE IN 2012

MOBILE USAGE PROJECTIONS

INTERNET BROWSING VIA MOBILE

Source: Nielsen Online Traffic (Mobile Market Intelligence – December 2011)

MOBILE USAGE HABITS

Note: Inactives, Talkers and Communicators are distinct group while there is some crossover between Connectors, Entertainers and Super Connectors. Source: Forrester

WHAT THIS MEANSPeople are migrating from using desktop devices to mobile devices and mobile phones as a means to access the Internet.

The usage is being driven by social media and represents a new way to use the mobile phone - social media is like Internet banking was for desktop - it drives usage and expectations.

The growth is extremely fast and our task is to deliver satisfactory experiences for these customers.

There are some critical elements about the successful apps:

Largely about connection – an extension of why we

have these devices.

Used regularly – often daily.

Very personal – the user gets a real benefit from

using the applications.

Perfectly integrated with the desktop

experience.

YOU CAN’T JUST FOCUS ON iPHONES

WORLDWIDE SMARTPHONE MARKETSHIPMENTS BY PLATFORM FULL YEAR 2011

Platform Full year2011 shipments

Share GrowthQ4 ‘11/Q4 ‘10

Total 487.7 100% 62.7%

Android 237.8 48.8% 244.1%

iOS 93.1 19.1% 96.0%

Symbian 80.1 16.4% -29.1%

Blackberry 51.4 10.5% 5.0%

Bada 13.2 2.7% 183.1%

Windows Phone 6.8 1.4% -43.3%

Others 5.4 1.1% 14.4%

Source: Canalys estimate © Canalys 2012

SMARTPHONE PLATFORM MARKET SHARE

Blackberry4% Microsoft

5%

Symbian15%

Other5%

Android29%

iOS42%

2011

Blackberry

6%Microsoft

12%

Symbian29%

Other8%

Android6%

iOS39%

2010

AIMIA/Telsyte Digital Nation 2011

ABOUT MORE THAN IPHONES. IT’S ABOUT MOBILE INTERNET.

Brands that focus on iOS and fail to recognise Android and others will render their applications useless for almost half of Australian smartphone users.

ANZ Banking Group customers have had access to an iPhone payments app for almost 18 months. An Android option is not expected until mid 2012.

Coles launched an iPhone app more than two years ago. Shoppers were not offered an Android version until December 2011.

Dominos launched its highly successful iPhone app in November 2009. Its Android version was not released until September 2011.

USAGE IS GROWING & EXPANDING

2010

AUSTRALIANS ARE SEARCHING MORE FROM MOBILE DEVICES

Source: Google Internal Data, based on a basket of 20,000 keywords

iPhone

iPhone 3G

Android G1

Blackberry Storm Palm Pre

iPhone 3GS

Android myTouch

Android Nexus One

Moto Droid & Eris

2008 2009

3,000% + growth in 3 years

12% of all Google queries in Dec 2010 came from mobile devices

Mobile web adoption 8x faster than the desktop web

AND THEY USE IT CONSTANTLY

THROUGHOUT THE WEEK

16Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile

Mobile Search QueriesDesktop Search Queries

PEOPLE USE THEIR PHONE DIFFERENTLY

17

Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’

The immediate challenge is to work out whether you need an app or a mobile website

TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE

The challenge: Translate a physical magazine to the online space. This utterly disrupts the existing publishing model.

TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE

Dynamic Branded

Environment

Mobile Platform

Video Platform

Community Engine

CMS

Integration

Robust

Platform

Rich Content

TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE

SO HOW DOES THIS IMPACT BRANDS?

We still believe:

Spread your message as wide as you can (make sure as many people as possible get to remember your brand).

Maximise your distribution (online & offline)

MOBILE CHANNEL STRATEGYBEST PRACTICES

Understand the mobile behaviour of your target audience

Consumers increasingly turn to mobile as the most convenient information source because it’s always within reach

Fragmentation affects your ability to reach consumers

Branded iPhone apps only reach a segment of your audience

Consumers’ interaction with brands in mobile space differs from other channels

1

Develop mobile marketing goals

Brand Awareness

Acquisition

Retention

Loyalty

2

Determine the best approach objectives

Spread your messages as far as possible by considering devices & operating systems

Target the right consumer at the best location and/or time of interaction with the right call to action

Determine offers that are most effective at capturing repeat business

A mobile app will appeal to your true advocates

3

Choose the technologies

SMS is the most widely used mobile technology after voice

Mobile search and display targets the right user at the right time

Mobile-optimized email & SMS opt-in programs allow the greatest distribution

Branded mobile application can deliver high degree of utility

4

REMEMBER, IF IT DOESN’T WORK HERE….

IT DOESN’T WORK.

7 THINGS YOU NEED TO TAKE AWAY

1. You need a mobile strategy now

2. Normal people will transact on mobile

3. No payments winner yet

4. Pay attention to privacy

5. Mobile advertising is a mess

6. Don’t think of mobile as just an

extension of the web

7. Apps are not dead yet

SIMON VAN WYKFounding Partner

[email protected] 482 548

ANTHONY SLATERAccount Director

[email protected] 0402 854 342