Katie Lips.

For

SMEs

Moving to Mobile.

Appostles.

★ iPhone and Android Specialists.

★ Agency with growing team of experts. Hiring!

★ Strategy. Concept. Design. Build. Marketing.

★ Partners with agencies. Works for brands.

★ UK & NL based.

Why consider mobile as part of your marketing

strategy?

I love Mobile.Er, but, no, not...

Landfill 2.0

Big Data Bills

Confusing Plans

“Feature” Phones

I love Mobile.New

Mobile 2.0?

★ It’s all about Platforms

★ iPhone

★ Android

★ Blackberry

★ ... and others

Customers

iPhone &iPod Touch

Developers & App Store

Platform

What's great about Mobile 2.0 is that this is mobile for the rest of us. Mobile we can work with. Platforms we can harness. New customers we can meet. New ways we can communicate.

A long time ago...

★ Special Sites for Special Devices

★ Accessibility for all meant SMS only

★ You’d need an expensive Mobile Marketing partner

Problems including:★ Lack of tech knowledge

★ High set up fees

★ High operating costs

★ Lack of awareness that mobile doesn't have to be difficult...

Ruled most people out of mobile

“Mobile doesn’t have to be difficult”

Some tips for Moving to Mobile!

Get a mobile- friendly Website!

How to make your website mobile friendly

★ Put your phone number on the homepage

★ Safari & other mobile browsers auto-detect phone numbers

★ Add some code so iPhones know it's a number can can call it with one click

<a href="tel:4415132422444">+44(0)151 3242244</a>

Don’t use Flash!

Consider Mobile Use Cases

★ Consider that some people will access your website via their phones

★ Maybe they just want your phone number so they can call you

★ Make sure they can get in touch

★ Don’t say ‘Sorry’, say ‘Hello’!

Monitor the web via mobile

And let’s not forget voice

Skype

★ Get a SkypeIn number

★ Your number in...

★ New York

★ London

★ Leeds

Phonefromhere.com

★ Web to talk - Add ‘Call Us Now’ to your web page

★ Lets customers call you for free

★ At the point of interest

SMS

SMS from your desktop

★ Send SMS to your customers

★ Because it’s personal

★ Useful for data, instructions & directions

★ Call to action

★ SMS your customers

★ Simply

★ Quickly

★ Cheaply

3jam.com

SMS Campaigns

★ Send ads out

★ Get responses back

★ Measure success

itagg.com

flytxt.com

smsjunkies.co.uk

Mobile Market Research

★ Free mobile contract for 16-24 year olds

★ Users receive and respond to ads

★ And they love it!

Blyk

Mobile Apps

“A mobile website is for customers who already know about you - you're making it easier when they find you via their mobiles. A mobile app, on the other hand, distributed via an App Store can push your message to new audiences.”

iPhone

Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1-09

Units sold in Quarter

270,000 1,119,000 2,315,000 1,703,000 717,000 6,892,000 4,363,000

iPhone Sales by Quarter

0

5,000,000

10,000,000

15,000,000

20,000,000

Q3 07Q4 07

Q1 08Q2 08

Q3 08Q4 08

Q1 09

Cumulative iPhone Sales

Operating System Share

Symbian 44%

iPhone (and iPod Touch) 32%

RIM (Blackberry) 9%

Windows Mobile 8%

Palm 4%

Other 3%

Handset OSMarket Share

Source: AdMob - using Admob Analysed Apps

iPhone in Feb ‘09

★ 17 Million iPhones in 80 countries

★ 32% Worldwide Smartphone market share

★ Apple #3 Mobile Phone manufacturer

★ 20,000 Apps / 2.2 million downloads each day

★ 500 million apps downloaded (half a billion!)

App Store

The Opportunity?★ Investors - speculate (KPCB’s iFund)

★ Enterprise - mobile workforce

★ Brands - your brand in 17m pockets

★ Web Services - extend reach via mobile

★ Mobile Services - The App business

★ Disposable Apps - apps as accessories

★ Games Developers - a new platform

Example Apps★ Investors - Loopt

★ Enterprise - Salesforce.com

★ Brands - Carling’s iPint, Audi,

★ Web Services - Facebook, Remember the Milk

★ Mobile Services - Urban Spoon, Flirtomatic

★ Disposables - Sound Grenade, Sonic Lighter, Ocarina

★ Games - Rolando from ng:moco

Free Ad supported Free App

Paid App plus a ‘Lite’

version

Low price e.g. Tier 1

59p

Mid price e.g. Tier 4

£2.39

Volume ++ ++ + - --

Reward if your app

stays in top 25-- +++ ++ +++ ++

Reward if your app gets

lost-- -- -- -- --

App Business Models

Advertising for Apps

★ AdMob - Ads and Analytics

★ MobClix - Ads and Analytics

★ Pinch Media - Ads and Analytics

★ PurpleTalk - (Ad Sharing)

★ Chillingo - Print Ads Partnerships

Case Study

★ A Cinema chain in Netherlands built an iPhone app and...

★ 110,000 iPhone installed app

★ 3rd most successful Dutch application

★ iPhone app drove 67% of total traffic

Source: Sharewire

Case Study

★ 10% of their users on Nokia handsets

★ Only 60% of those people actively used the app

★ They needed to market the app to this audience

★ Who required lots of support

Source: Sharewire

Case Study

★ 81% of traffic came from iPhone users

★ Who downloaded the app via the App Store with zero marketing spend

★ Of whom 98% were active

★ And required zero support

Source: Sharewire

Brands in the App Store

Simple Mobile Strategies

★ Make sure your website is accessible via mobile

★ Make sure your website is useful via mobile

★ Don’t forget voice

★ SMS is now quite easy to work with

Use Mobile Apps to...

★ Monitor your website

★ Update your blog

★ Twitter

Make mobile apps to...

★ Extend your web service

★ ...and add new revenue streams

★ Reach new audiences via App Stores

Summary

★ Whilst big brands are leading, mobile is no longer out of reach for SMEs

★ There are a range of mobile options, from voice integration, to SMS to Apps

★ Most are a natural extension of your web strategy!