Moving to Mobile: Simple Strategies for Small and Medium Businesses. Presentation at Think Visibility, Leeds, UK, 7th March 2009.
http://www.thinkvisibility.com/
By Katie Lips, Mobile Strategist at Appostles:
http://www.appostles.com
How can SMEs start integrating mobile into their web marketing strategies. Many of us now use the web via our mobile device / phones / smart phones / iPhones. How does your website hold up on the small screen? How can you make your website accessible and useful to people on the move?
Simple tips for 'moving to mobile' for SMEs: From mobile friendly websites, to SMS, to interactive mobile ads, to mobile apps.
2. 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.
12. 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.
13. A long time ago...
★ Special Sites for Special Devices
★ Accessibility for all meant SMS only
★ You’d need an expensive Mobile Marketing
partner
14. 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
19. 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
23. 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’!
40. “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.”
45. Handset OS
Market Share
Operating System Share
Symbian 44%
iPhone (and iPod Touch) 32%
RIM (Blackberry) 9%
Windows Mobile 8%
Palm 4%
Other 3%
Source: AdMob - using Admob
Analysed Apps
46. 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!)
48. 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
49. 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
50. App Business Models
Paid App Low price Mid price
Ad supported
Free plus a ‘Lite’ e.g. Tier 1 e.g. Tier 4
Free App
version 59p £2.39
++ ++ + - --
Volume
Reward if
-- +++ ++ +++ ++
your app
stays in top 25
Reward if
-- -- -- -- --
your app gets
lost
51. Advertising for
Apps
★ AdMob - Ads and Analytics
★ MobClix - Ads and Analytics
★ Pinch Media - Ads and Analytics
★ PurpleTalk - (Ad Sharing)
★ Chillingo - Print Ads Partnerships
53. 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
54. 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
55. 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
57. 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
58. Use Mobile Apps to...
★ Monitor your website
★ Update your blog
★ Twitter
59. Make mobile apps to...
★ Extend your web service
★ ...and add new revenue streams
★ Reach new audiences via App Stores
60. 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!