The Mobile Web

Colm Grealy, CEO

Digital Reach Group (DRG)

Setting the Scene – PC Focused to Date

We spent over 100 million euros promoting our businesses on the web.

We did so for a version of the

2009…..

We did so for a version of the web that was almost 100% PC based.

We are connecting in new ways….

Casual Browsing

2009…

On the move

“Within 2 years 60% of digital advertising worldwide will be directed to mobile platforms – compared to 2% today” IDC July 2010

New Publishing formats New Advertising platforms

New Marketing challenges

The Irish Smartphone Market

Emerging Formats – Tablet OS

Your visitors carry different phones depending on where they live

The Average Traveller?

• 40% of international travellers own a smartphone with internet & email access

• 57% have a feature phone

• 40% of smartphone owners use their devices to get destination information.

• 34% of business travellers and 26% of leisure travellers use them to make booking changes during their trip

• 37% of international leisure travellers use mobile social networks – facebook, flickretc.

iPhone & Android Snapshot

14,0532,414

iPad App Store Snapshot

2,677

A flood of travel apps......

• Trip advisor was the most downloaded travel app for a year (from launch in 2007) due to it’s useful content

iPhone App Examples

Android App Example

Bloomfield House Hotel

Mobile Websites

Fitzpatrick Castle Hotel

JETSETTER

JETSETTER

Booking.com

KAYAK

QR codes

QR Codes

Quick Response (QR) codes are small interactive icons which when read by a mobile phone send the user directly to a mobile destination where they can:

• access special offers

• shop online

• enter a competition

• play videos and games

• download contact information

• and much much more...

QR Codes – How they work

1. Call to action See a code, open application

3. Customer Engagement and data capture

2. Direct ResponseApplication reads the code

User is sent to a mobile destination destination where they interact with your offer/message

QR Codes – How they work

Where:

Newspapers, flyers, brochures, billboards, websites....

Mobile Destination:

Landing pages give more information and special features –Landing pages give more information and special features –video clips, maps, contact info, coupons and special discounts

Link to mobile coupon to drive bookings and sales

Link to mobile feedback surveys

Link to download new app

Engaging with a mobile audience

DRG Publishing; RTE App, Audi SiteDRG Marketing; QR Codes, CreativeDRG Advertising; on RTE, Carzone etc.

In Store / Print

Warner Music

Online Outdoor

In Store / Print

Chelsea Piers - NYC

Manhattan Mini Storage

‘The Counter’ Mobile Coupons

Extending our Webservices to mobile

Creating a presence for our internet business on devices, using:

1. Mobile Internet Sites

2. Apps optimised for specific platforms

• iPhone

• Android

• Blackberry

• Windows Mobile

• Nokia....

There are a number of options to consider

In 2011 there will be three dominant formats:

• A mobile Internet site working across all phones old and new • Mobile apps optimised for key devices e.g. iPhone, Android and Blackberry …app

store• Browser based apps – designed for the browsers on latest smartphones

…HTML5…design once for many phones. Benefits of app but delivered in the browser.browser.

Which one should you choose?

Technically apps are complex and mobile web is easierApps deliver better performance and speed Websites can be found through search (50% of all mobile activity starts here)

Designing a mobile site – Key considerations

• Focus on the key messages - the user has limited time and a small screen

• Flash elements of your website will not render on most mobile devices, notably the iPhone

• Mobile offers unique possibilities: ü touch screens, ü Voice ü locationü click to call

• Auto-detect and re-direct from your website

• Promote through offline channels

Key issues to consider for Mobile Strategy

There are a number of elements to consider – one size does not fit all:

Who are my target audience?

What devices are they likely to be carrying?

How will they find me? Search? Appstore?

What are the objectives – Awareness? Branding? Transactional?What are the objectives – Awareness? Branding? Transactional?

Is this a mobile campaign or an ongoing website?

Do you want to use the native features of the phone e.g. GPS / camera

Do you want in-app payment?

What is my budget for build and for on-going maintenance and updates?

Who will take care of the asset and how much time do they have?

Thank YouThank You