THE JOURNEY TO MOBILE FIRST
SATYAJIT GHOSH (SATYA)
Head Of Media
Unilever Vietnam
What should we Start Stop & Continue
• Mobile ready Contents and Assets
• Scalable and sustainable mobile solutions deep rooted in consumer and business context
• Look beyond online/web based mobile solutions – focus on rural
– Big data for 1:1 at scale/personalization (shopper & consumer)
First things first
Do you have a mobile friendly website
Creative used for other channels can be
modified to fit a smaller screen
Creative used for other channels can be
modified to fit a smaller screen
But Modification IS NOT same as Resizing
• Mobile ready Content and Assets
• Scalable and sustainable mobile solutions deep rooted in consumer and business context
• Look beyond online/web based mobile solutions – focus on rural
– Big data for 1:1 at scale/personalization (shopper & consumer)
• Mobile ready Content and Assets
• Scalable and sustainable mobile solutions deep rooted in consumer and business context
• Look beyond online/web based mobile solutions – focus on rural
– Big data for 1:1 at scale/personalization (shopper & consumer)
• The resistance for change among marketing service
providers and marketers
– It is not a ‘Good to have’ medium any more
– Technophobia (Fear of Technology)
– Complexity of implementation
• Lack of co-operation and knowledge sharing
• The resistance for change among marketing service
providers and marketers
– It is not a ‘Good to have’ medium any more
– Technical issues: opportunity for mobile companies to
standardize & work together on cross-platform solutions
– Complexity of implementation
• Lack of co-operation and knowledge sharing
• Experiment – test and learn
• Building capability and infrastructure
• Vietnam specific Research & Insights to establish
mobile effectiveness
20 10 On established channels/platforms
with scale
Innovating on established channels/platforms
Experimentation Fund for non-traditional channels
• Experiment – test and learn
• Building capability and infrastructure
• Vietnam specific Research & Insights to establish
mobile effectiveness
Affordability compensated for the poor
infrastructure in Vietnam
Vietnam Rank 85: 93% Mobile penetration
Rank (Out of
143) Country Value 2014 Rank
1 Singapore 6.0 2
2 Finland 6.0 1
3 Sweden 5.8 3
4 Netherlands 5.8 4
5 Norway 5.8 5
6 Switzerland 5.7 6
7 United States 5.6 7
8 United Kingdom
5.6 9
9 Luxembourg 5.6 11
10 Japan 5.6 16
The 2015 Networked Readiness Index measures how successful 143 economies are at applying ICT to boost competitiveness and wellbeing.
• Unlocking the resistance for change among marketing service providers and marketers – TV is still considered ‘cool’
– Complexity of implementation
– Technical issues: opportunity for mobile companies to standardize & work together on cross-platform solutions
• Building capability and infrastructure
• Vietnam specific Research & Insights to establish mobile effectiveness
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UNILEVER PERSONALIZED TET
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