Mobile and Social

Generating new types of customer interaction

About Me...

• 11 years’ hard labour in mobile marketing

• Author of ‘Insights into the Mobile Future’ report for UK Government

• Director of Customer Strategy at Mobile Interactive Group

@timmcdunn

Serv

ice

Bra

nd

Consumer

.com

Call Centre

Paid Media

Branch

then

Serv

ice

Bra

nd

Events

Sponsorship

Gaming

Mobi

Apps

Consumer

Branch

.com

Mobile

now

Call Centre

Blogs

Paid Media

Social Networks

Addressing the Digital Native

Us Them

Choice

I want what I want, when I want it

I’m the customer...

Generational Brand Gap

Buy it!Buy it!

BranchesCall CentresOwn-brand web sitesTV AdvertisingDirect MailOutbound calling

Wha’eva...

Social NetworksMobile web

WidgetsGamesMatesEmailAppsSMSViral

IM

No...

No...

The end of Pull and Push

Service advertisingCall centreBranchWeb log-in

StatementsDMOutbound dialPaper vouchers

Brands should just ‘float’

...naturally within the user’s daily life

The smartphone revolution...

Hig

h d

igit

al

usag

e

Med

ium

d

igit

al

usag

e

Lit

tle

dig

ital

usag

e

Young users, who are addicted to digital products and communities, will place the smartphone at the

top of their device wish-list, leading to near universal take-up

within two years2011 2013

2011 2013

2011 2013

Adults are the current key market for smartphones due to their high tariff and previous exclusivity to

Pay Monthly tariffs. However, fewer habitual users of social and digital products mean that not all

adults will want one

Older users who make little use of digital platforms, and for whom

new devices are a source of confusion or discomfort, will be

less likely to acquire a smartphone

Smartphone penetrationQ1 2011:45% smartphone

penetration in the UKComScore

The big players in mobile...

Google

• Android OS set for 40% market share by 2014

• 20% of all search to move to mobile by 2012 (93.8% share of market)

• YouTube– 100m mobile plays per day– HTML5 version for iOS

• AdMob purchased for $750m

Apple• 50% of global mobile data – 74% in the UK

• Captured 72% of Japanese smartphone market

• Generate double the profit of all other phone makers globally, despite 3% market share

• Acquired Quattro, released iAd to great reception

• App Store revenues for 2010 - $6.2bn

Facebook• 200m active mobile users

• Mobile web, plus apps across every OS

• Embedded deeply into every mobile OS

• 200 mobile operators in 60 countries actively deploying Facebook products

• Facebook Zero rapidly spreading through the developing world

Facebook

So w

hat d

oes th

is mean fo

r cu

stom

er e

xp

erie

nce

?

Location Friends

Common Purpose?

Time

Context

Your customers

are probably here

x 3.5

5m new mobile web users in 12 months Oct 09-10 – a 39.4%

growth rateComScore

Right

Even more right

How to design this experience?

Start creating true multi-channel experiences

MobileReal-world digital

Old-skool web

Social

Multi-channel User Experience

Traditional Brand Communications

Methodology

Reward

Promotion

Discovery Check-in

Viral

Content

Redemption

Mobile comms for everyone

SMS

Voice

Web

Apps

Places Models

• Individual– “25% off when you check in”

• Friend– “Check in with 5 friends and get free

drinks”

• Loyalty– “Check in 5 times this month and get free

personal shopper£

• Charity– “Go Large today and we give $1 to Kids

Club”

McDonalds

• 100 randomly awarded $5 and $10 giftcards as ‘checkin bait’

• Check-ins rose by 33% on 4sqday

Nike

• Nike capitalise on users checkins at music festivals to drive them to a secret reward

Promotion

Discovery

Check-in

Reward

Mazda

• Give away 5 cars a month plus 20% discount on certain models

Odeon

• Users check in and get free popcorn

Next

Stage 1

Look for the yellow

‘deal’ card

Stage 2

Select ‘claim deal’

Stage 3

Redeem at POS

CNN

• As part of CNN’s healthy eating drive, they partnered with US Farmer’s Markets

• Users check in to earn badge and get healthy food

The Future?

iPhone 5 will play a part...

...in developing NFC

Contactless Retailers

Mobile ID recognition

P2P payment

Social interface

Transport and ticketing

Facebook to REALLY connect

Retailer

Have a great day!

Tim Dunn@timmcdunn

Come meet Mobile Interactive Group in the Upzone today

2 March 2011

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