Simon Balmer sb@thirdscreen.com.au Joe Barber - - PowerPoint PPT Presentation

Simon Balmer

sb@thirdscreen.com.au

Joe Barber

jb@thirdscreen.com.au

Stats & Facts

AIMIA - 2009 Australian Mobile Phone Lifestyle Index (sample space 3710)

• 35% of Australians now check emails on their handsets (50% of these daily)
• 70 per cent access mobile entertainment and information services
• 32% per cent of respondents accessed social networking sites from their handsets
• 21 per cent of respondents visiting websites on their mobile phones at least once a day.
• Accessing the web, video, music & information on mobile was now well and truly mainstream.
• 9% respondents owned an iPhone
• 47% owning a Nokia phone.
• 63% stated they had a 3/3.5G handset, while 16 per cent didn't know
• Australians appeared to be comfortable both with making payments from their mobile phones

and with mobile phone advertising

• MySpace targeting 50% access via mobile by end 2010

MOBILE MOBILE PREMIUM 3G DATA ON OFF BLUETOOTH COUPONSINTERNETCONTENT SERVICESDECK DECK PROXIMITY

Games (branded) Games (branded) Videos Videos Music Music Search/LBS, Portals Search/LBS, Portals Banners “Click to receive MMS” Banners “Click to receive MMS” Integrated WAP mSites Integrated WAP mSites TV & Radio TV & Radio PODcasting PODcasting Music “Channels” Music “Channels” POS Integration Track Transactions POS Integration Track Transactions Reward Loyalty Reward Loyalty Motivate Spending Motivate Spending Bluetooth Bluetooth NFC/Wi-Fi/RFID NFC/Wi-Fi/RFID LBS LBS On Device Portals (applications) On Device Portals (applications) Search, Shop & Save Search, Shop & Save Widgets & gadgets Widgets & gadgets Sponsored Events Sponsored Events Targeted Banners Targeted Banners Sponsored Channels Sponsored Channels

The 8 Ways of MobileMarketing

Mobile

Messaging

Mobile

Messaging

Mobile

Loyalty

Mobile

Loyalty

Mobile

Internet

Mobile

Internet

Mobile

Broadcast

Mobile

Broadcast

Mobile

Content

Mobile

Content

Mobile

Proximity

Mobile

Proximity

Mobile

APPS

Mobile

APPS

Mobile

Social Networks

Mobile

Social Networks

SMS SMS CAMPAIGN OBJECTS Image, Face, QR Code... CAMPAIGN OBJECTS Image, Face, QR Code... Ticketing, Vouchers Ticketing, Vouchers MMS MMS

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Coupons & Vouchers Coupons & Vouchers

Mobile Messaging.. Beyond SMS/Banners

Inbound MMS Image Inbound MMS Image Loyalty Group Offers Loyalty Group Offers Ticketing & Catalogues Ticketing & Catalogues

Mobile Internet

Mobile Subscribers Mobile Subscribers

“Rich” Mobile Internet Browsers

Mobile Internet Mobile Internet Users Users Consumers now expect a device friendly mobile Internet experience (NOT WAP) Deliver a per handset (device family) friendly experience

Try somedemos....

Sendthese keywordsto 0488-901-858

www.mobiPOST.com.au

Try somedemos....INBOUND MMS

www.mobiPOST.com.au

“Readerless” QR Code Demo

QR Codes create some intrigue and interest from the consumer. But the challenges in downloading and installing a reader and putting the explanation inside the advertising creates a complexity that deters interaction. However, a “snap and send” strategy where the codes are interpreted at the server side achieve all the same consumer interest and intrigue and is easy to explain and provides far greater flexibility for the response which can be updated and changed on the fly. Send an MMS with a pic of a QRCode with the subject being QR to 0429-687-062 and see how our server reads and

• responds. NO READER REQUIRED.

0429687062 QR

Face Recognition Demo

Try the face recognition engine which for the demo compares how much you look like Ben Stiller. Send an MMS with a pic of your face and the subject being Face to 0429-687- 062.

0429687062 FACE

Does MobileW ork?

Mobile – What sets it apart

• Always On – mobiles are rarely ‘Off’
• Always on Hand – almost always close by
• Extremely Personal – a single contact device

No other medium has any of these qualities If these attributes are not respected mobile will fail

Does MobileW ork?

Pushing a 30s TVC to a list.

• No offer
• No targeting

Using radio to drive mobile vouchers

• Complex mechanic
• Targeted “drive time” to “text in”

Does MobileW ork?

• integrated with Community Benefits Program
• opt-in to mobile program called CB MORE
• 6 offers sent to mobile every Thurs
• offers unique to CB MORE
• unique offers triggered by swipe of existing card
• mobile message the only communication
• 1. weekly spend ….. up 20+%
• 2. promoted products ….. 50 – 2000% uplifts
• 3. MMS sales uplift 100% higher than SMS

Does MobileW ork?

• POS conversion tracked
• benchmarked Email, SMS, MMS
• 6% sales conversion from Email
• 7% sales conversion from SMS
• 75% more sales from MMS vs email
• Fully in house self managed campaigns

TICKET 0355

5,000 vouchers sent

Do Agencies UnderstandMobile?

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Media Agencies Banner spots Limited requirement in bigger picture Revenue disconnect Creative Agencies Talking about mobile Limited appreciation for full scope Lacking skills & knowledge Promotions Agencies Intrigued and open minded Exploring ideas Trying to understand full scope Need results CRM Agencies Dabbling and inquisitive Struggling to balance integration DIRECT Innovators, looking for “edge” Learning from International experiences Relatively low cost to explore and innovate

Do Agencies UnderstandMobile?

WINNERS..... Small, nimble, bold experimenters Making effort to learn scope of mobile Ecosystem Internal focussed mobile champion Willing to push envelope with clients ACTIONS..... Move mobile from back room “incubation” to core Explore and understand entire mobile Ecosystem Be bold & be creative Integrate across mediums (don’t isolate mobile) THINK BIG w w a a n n t t t t

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Some “winning” tips...

Remember...

• The mobile is a very “personal” 24x7 medium
• Messages are read almost immediately
• Has the ability to annoy very easily
• Is very strictly regulated (ACMA)

“Snack on the mobile feast on the WEB”

Some “winning” tips...

DON’T...

• Mobile wont “fix” a bad campaign
• Don’t confuse or compromise a campaign for revenue share
• Don’t treat mobile like “online”
• Over use “opt in” members/lists
• SPAM

Some “winning” tips...

DO...

• Personalise all messaging where possible; keep

communications targeted and relevant

• Give consumer compelling offer (purpose) not “soft offer”
• Ensure WEB properties are “mobile friendly”
• Integrate medium as part of overall media strategy
• Track, measure, analyse and follow up

Some “winning” tips...

DO...

• Personalise all messaging where possible; keep

communications targeted and relevant

• Give consumer compelling offer (purpose) not “soft offer”
• Ensure WEB properties are “mobile friendly”
• Integrate medium as part of overall media strategy
• Track, measure, analyse and follow up

Is it real?

www.mmaglobal.com www.mobilemarketingmagazine.co.uk www.mobilemarketer.com

Is it real?

Is it real?

BMW Germany – Direct MMS Campaign

• MMS delivered to recent car buyers
• Promoting winter tires
• Customized example of car with new tires
• Specific ‘Money Saving’ offer
• Prompt to call local dealer
• $45 Million in Revenue

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Our MobileEcosystem Solutions ...

Self managed and full service solutions are available ... ... for you to easily deliver mobile marketing across the mobile Ecosystem.

Third Screen Media

P: 03 9804-4600 E: info@thirdscreen.com.au