The Mobile Conference 2011 Engaging mobile conversations convert clickers into consumers cdadd Director @zenith_mist [email protected].

The Mobile Conference 2011

Engaging mobile conversations convert clickers into consumers

cdadd

Director@zenith_mist

[email protected]

The Mobile Conference 2011ZenithMist

About ZenithMist

"ZenithMist’s service makes retailing easy on mobile for ShopontheBeach.com" Tina Burnham

‘Some brands will win big with mobile. Others will wonder – what just happened?’Mary Meeker

Quick Facts• Mobile searches are up 216% YoY

Q2 2011 (Wmps.com)

• Mobile sales x2 over 3 years (Researchandmarkets.com)

• 91% of UK consumers have used their mobile for shopping (Digby.com)

• Approx 40% of UK mobile phones are smartphones

• UK smartphone users are 63% more likely to engage with m-commerce (IAB)

• More than 40% of UK merchants expect to have a transactional mobile site or app within the next year (IAB)

• 90% of UK people send text each

month (Ofcom 2010)

• Consumers almost as happy to receive text from brands as

friends/family• 62% read messages

in 5 mins from senders they don’t

know (DMA, IAB 2010)

• 67% of O2 customers are likely to engage with a mobile offer, O2 Customer World

2010.

doubles mpaymentsforecast to

$3bn

The Mobile Conference 2011The Mobile Conference 2011 ZenithMist

1. think BIG start small

2. Ideas need insightful inv€stm€nt

4. ...continuously...improve don’t await P E R F E C T I O

N

O5. Be pen

not...share

3. fail fast, fix flourish

6.

The Mobile Conference 2011ZenithMist

2. Survey “Ref: 1234567890 we have

instructed our panel to arrange a survey on your

mortgage property within 5 days.

3. Loan offer posted“Ref: 1234567890 your mortgage loan offer has

been posted today.

4. Mortgage loan released“Ref: 1234567890 your mortgage loan

funds have been released to you today. Congratulations on your new loan. Reply

INSURANCE for a quote”

1. AIP subj to conditions

“Ref: 1234567890 to progress your

mortgage loan we require you to supply

xxx.”

A customer’s life with mCRM - automated (1/2)

2. Card Activation message

“Activate your card now by texting

ACTIVATE and…” to 82NAT

3. Credit Card Welcome“Welcome to your new Credit

Card. To make a balance transfer on your account, reply BAL TRAN and an advisor will call you back”

4. Credit Card Payment Registration“You can mange your Credit Card by

signing up for balance & payment alerts using credit care. To register for Credit

Card Payment Services go to www.rbs.co.uk”

1. Card Dispatched“Your card has been

dispatched”

Text REG to 82NAT

MMS2-4-1

CinemaTix

O2 Load & Go Visa Prepay

Text “Balance” to 10202

Any RBSG card

Text “CREDIT BAL”Or “DEBIT BAL” to

82NAT

Txt 2 shop

Promote acct benefits

Mobile # 07898298293

Mortgage ApplicationTracking Alerts

Appointment Reminders

Retail Diary

Natwest: This is to remind u of your appt tmrw

@ 2pm with Gary.

The Mobile Conference 2011ZenithMist

Yes please. This afternoon would

be ideal.

Claire: Yes Mr Smyth, Time Inc is at $29. Would

you like your relationship manager to

contact you?

Payment message sent to the customer

Balance message sent to

the customer

Mobile Instant Messaging

Text Q and your

question to 82NAT and an advisor will help

Text LiveAdvisor / Black Card PA

+ Use IM in UKUse SMS abroad. Avoid data costs

A customer’s life with mCRM moving to RM-led(2/2)Lost my card! I’ll text to get some emergency cash before I catch my

plane.

2. Receives PIN 3. Customer enters PIN at

ATM

4. Customer withdraws cash

1. Customer texts in to 82NAT for £200“Emergency 200”

Your £200 emergency cash PIN code is2344

EMERGENCY 200

Q Can you tell me the Time share price?

FT tweet:

Magazine

publishers plan

digital store:

Time Inc is

leading an

industry-wide…

http://bit.ly/v8KN

UMr Smyth,

would you like me to subscribe you to this stock or send you our

stockbroker application?

Texted to 82NA

T

Reply from LiveAdvisor

Msg to RM Msg

from

RM

using

Con

tact M

an

age

r

1

2 3 4 5

6

The Mobile Conference 2011ZenithMist

• Profiled O2 customers by their bank sort-code

• Segmented by opted-in iPhone owners

• 23% CTR on SMS

• Top of financial app section in 4 hours

NatWest Mobile

The Mobile Conference 2011The Mobile Conference 2011

1Free

2Advertising

3Freemium

4Micro

Transaction

5Subscription

Free to end-user

Free to end-user

Restrict free access

Charge the end-user on a pay as you use basis

Charge the end-user a standard fee, on a regular basis

Leave the door open for future monetization opportunities

Generate revenue with ad-supported model

Charge for full version or enhanced features

Charging fixed increments for discrete pieces

Launch as a companion (free add-on) to a subscription product

Identify your revenue model

The Mobile Conference 2011

Some good examples from the industry...

mountain?

The Mobile Conference 2011The Mobile Conference 2011 ZenithMist

2.7m+ car searches / month 45% on dealer forecourts Personalisation the key to success Best Use of Mobile, AOP 2010

AutoTrader Mobile (seller pays)

The Mobile Conference 2011The Mobile Conference 2011 ZenithMist

Hearst Magazines UK increases brand depth(Freemium – Free then pays)

Wide stakeholder consultation to develop mobile strategy for leading magazine publisher

First application for Men’s Health just launched

The Mobile Conference 2011ZenithMist

Over 500,00 Downloads across Platforms

After 4 weeks... 6 weeks later... 12 weeks later...Reached #1 Free Travel app-iTunes Gross Revenue over £1M

600k+ downloads

Free to download mcommerce app

The Mobile Conference 2011ZenithMist

Betfair in the News

• Q1FY12: 7.4 million bets on its mobile products, leading to £4.2m of revenue• one third of sports customers using a mobile device to place a bet

Ted Baker is poised to double its digital spend in the next year in a strategy

that could see the installation of Wi-Fi networks in its retail

stores.

Gift or Buy with PayPal then Share

The Mobile Conference 2011ZenithMist

Brand Selection StoresFeatures• Custom selection of apps• Skinned to brand (eg

shoponthebeach)• Ads can be positioned to

cross-link/sell back on retail site in new-pop up

Benefits• Brands show apps that match their values

with no need to create many bespoke• Vogue press appeal as it shows modernity

in social media mix • Drives sales on original retail sites• Improves brand SEO ranking• Generates potential rev share on paid-for

apps• CRM improves significantly

Making it stand out

• Interactive - It’s not just about consumption. It’s also about discovery

• Social – It should empower the user to share

• Connected – it works everywhere

• Open Dialogue – open to feedback from the users to improve, update and personalise the offering

• Practical & Safe – by providing a POS that is easy and secure to use and visible opt-in