Go Mobile presentation to advertising community in Gulf Region as part of Googe's and Mullen's Mobilize, Mobile program.

1. “I never bothered to
learn about mobile.”
Assistant Account Executive. Aged 42.
Tuesday, November 15, 11
We’ve all known that mobile is the future for a while now. But as our industry did with digital and then with social, we looked at as if it were something unto
itself. A separate function, or department, or discipline of knowledge base. And so a lot of us did not become mobile savvy or even mobile aware as soon as
we should have. We’re running out of time. If we don’t all get on the mobile train now, it might be too late.
I’m a big believer in motivation by fear. Hence this slide.

2. Tuesday, November 15, 11
But there’s a second reason we should all get into mobile and fast. It’s a huge business opportunity. As you know, we launched this site with
our friends at Google just last week.

3. 40,000 12
Tuesday, November 15, 11
Granted it was for a big, famous company. But, 40,000 people used the Go Mo meter in the first 12 hours?
That’s insane. The takeaway, of course, is that there is no shortage of businesses looking to optimize for mobile. Or wanting to get smart
about it. And that’s a big opportunity for agencies to lead and guide our clients in an area that might mean more to their business than any
other technology or medium.

4. Everything and everyone
will be mobile
Tuesday, November 15, 11
William Gibson said, “The future is here, it’s just not evenly distributed.”

5. Search will be mobile
Tuesday, November 15, 11
44 percent of last minute searches for holiday shopping will be mobile, and local. When you’re at Mardi Gras (in Mobile) are you
searching from a laptop? No. And you might be a little intoxicated. You do not want to pinch and zoom when you have a buzz
on.

6. Content will be mobile
Tuesday, November 15, 11
Content will be mobile. Only reason I still subscribe to HBO is HBO Go. This will change expectations from consumers for all
content.

7. Travel will be mobile
Tuesday, November 15, 11
Already is. Hotels. Restaurant. Check in. Reservations. All mobile. You search on Trip Advisor, find a restaurant, but if it doesn’t
have a mobile site, forget it.

8. Retail will be mobile
Tuesday, November 15, 11
We shop from our devices. We find locations from our devices. We navigate stores from our devices. We comparison shop from
our devices. We get rewarded for checking in from our devices.

9. Retail will be mobile
Tuesday, November 15, 11
The idea of a site that comes up looking like this is death.

10. Payments will be mobile
Tuesday, November 15, 11
Google wallet may be new, Square may be new. But within a year or two we won’t have credit cards or cash anymore. What does
that mean for programs, loyalty, incentive. Amex invests 100 million in Serve, its new
digital payments system. “Everything will be digitized along the commerce lifecylce.” Much richer interaction.
the ability to integrate store loyalty systems into the exact same action as the payment is potentially powerful. Apple's system
reveals another secret, if you think about it: A more streamlined product delivery service to stores should be possible if more
people shop beforehand by apps. Even new ways of pricing based on whether consumers will accept advertising and information.

11. Banking will be mobile
“ By 2012 50 percent of all Fidelity
Investment customer trades and
transfers will be made from a
mobile device.”
- Joe Ferra, Chief Wireless Officer, SVP, Fidelity Investments
Tuesday, November 15, 11
This says two things: confidence in online security, and 50 and 60-year olds do it. (turn off your bluetooth to be safer.)

12. Social media will be mobile
Tuesday, November 15, 11
More than 55 percent of all Tweets are done from a smart phone. Learn to connect people to each other as part of your mobile
strategy.

13. The physical world will be mobile
Tuesday, November 15, 11
We have seen amazing innovations in connecting the digital world to the physical world in recent years. This will only accelerate.
But it’s a great platform for creative innovation.

14. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11
Mobile will play a role at every part of the purchase funnel, both on the traditional side and the flipped side. We’ve begun to see
more innovative advertising to generate awareness with rich media and contextual executions.
Discovery’s in-application rich-media tornado animation wipes away everything in its on-screen path and "cracks" the iPhone
screen.
As the tornado fades away, the user is prompted to click to watch the Storm Chasers season 4 trailer.
“Our consumer insights research showed that our Storm Chasers 25-54 target is a heavy media consumer that is receptive to
content that involves sports, character-driven human-interest stories and ‘hands-on’ technology fun,” Ms. Rodriguez said.

15. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11
Here’s a great interactive outdoor campaign from DDB Stockholm for McDonalds. Pick N’ Play offers the user a fun and interactive
challenge where they can play for their favourite McDonald’s treat. Using a large interactive billboard users can control the game
via their mobile phones enabling interaction with the billboard.
By using the latest technology the smartphone’s geo location verifies that the user is in the game area, therefore there is no app
download required in order to participate. Players choose their treats and if they last for more than 30 seconds they win a
coupon, earning them free fast food at a nearby McDonalds. This digital coupon is automatically sent to the users phone along
with instructions on how to claim their McDonald’s treat at their nearest store.

16. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11
Retailers are using QR codes to add incentives at purchase or to tell back stories about products to make them more appealing.

17. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11
They’re extending product advertising into brand experiences. We created a mobile job site for Timberland boot customers to
help them “Stay on Your Feet.”

18. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11
Combining loyalty programs with mobile payment systems. Google Wallet offers huge opportunities in data and loyalty for
retailers. We will see who wins: Google, Apple, Amex with Serve.

19. awareness
consideration
intent
support
loyalty
advocacy
Tuesday, November 15, 11
And developing utility that is community based.

20. GOMO PLAYBOOK
What do advertising agencies have to do?
Tuesday, November 15, 11

21. Embrace the mobile mindset
Dressing up is all fun and games again.
With tons of brands like Blowfish, Levi’s, and AK Anne Klein, finding
something to wear has never been so much fun. Scan this code to dress the doll.
Tuesday, November 15, 11
Ad mindset yields ads.

22. Embrace the mobile mindset
Dressing up is all fun and games again.
With tons of brands like Blowfish, Levi’s, and AK Anne Klein, finding
something to wear has never been so much fun. Scan this code to dress the doll.
Tuesday, November 15, 11
Mobile mindset puts mobile everywhere.

23. Think utility over messages
Tuesday, November 15, 11
Great site with great utility.

24. Consider context over demographic
Tuesday, November 15, 11
Baker’s Tweet. Old but perfect example.

25. Change the team and the brief
CW Mobile
AD Social
UX
Tech
Tuesday, November 15, 11
Change the team.

26. Learn from the start ups
gaming dynamics deferred intent inspired sharing
Tuesday, November 15, 11
You can learn from all of these companies. See their innovations at work. Replicate the tactics.

27. Make your ideas collaborative
Tuesday, November 15, 11
Samsung campaign was simple and brilliant. Text to the phone and drive it off edge to win it.

28. Find new sources of inspiration
Tuesday, November 15, 11
mobileawesomeness.com

29. Tuesday, November 15, 11

30. Think beyond the app
Tuesday, November 15, 11

31. Do it to get it
Tuesday, November 15, 11
You need to check in, play with QR codes and use the new mobile payment systems yourself to get it and think/
create in the new space.

32. Take advantage of this site
Tuesday, November 15, 11

33. 100
Tuesday, November 15, 11

34. Percentage of clients
who will insist that their
agencies understand mobile
Tuesday, November 15, 11

35. 0
Tuesday, November 15, 11

36. Percent of agencies
that will still be around if they
fail to learn about mobile
Tuesday, November 15, 11

37. a lot
Tuesday, November 15, 11

38. Money to be made
by agencies who learn to think, market
and create in the mobile space
Tuesday, November 15, 11

39. It may be too late to be early
But it’s still early enough not to be late
Tuesday, November 15, 11

40. Tuesday, November 15, 11