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 ME
 Moving to Mobile.
S



      Katie Lips.
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
New


I love Mobile.
Mobile 2.0?
★ It’s all about Platforms
  ★ iPhone
  ★ Android
  ★ Blackberry
  ★ ... and others
Platform


                iPhone &
               iPod Touch



Developers &                Customers
 App Store
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!
Moving to Mobile: Simple Strategies for SMEs 2009
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=quot;tel:4415132422444quot;>
   +44(0)151 3242244</a>
Don’t use Flash!
Moving to Mobile: Simple Strategies for SMEs 2009
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
Moving to Mobile: Simple Strategies for SMEs 2009
Moving to Mobile: Simple Strategies for SMEs 2009
Moving to Mobile: Simple Strategies for SMEs 2009
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
3jam.com
    ★ SMS your customers
     ★ Simply
     ★ Quickly
     ★ Cheaply
SMS Campaigns

★ Send ads out
★ Get responses back
★ Measure success
itagg.com

            flytxt.com
                         smsjunkies.co.uk
Moving to Mobile: Simple Strategies for SMEs 2009
Mobile Market
 Research
Blyk
  ★ Free mobile contract for
    16-24 year olds
    ★ Users receive and
      respond to ads
    ★ And they love it!
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
Moving to Mobile: Simple Strategies for SMEs 2009
iPhone Sales by Quarter
             Q3 07      Q4 07     Q1 08      Q2 08     Q3 08      Q4 08     Q1-09

Units sold
             270,000   1,119,000 2,315,000 1,703,000   717,000   6,892,000 4,363,000
in Quarter
Cumulative iPhone Sales
                                                                20,000,000




                                                               15,000,000




                                                              10,000,000




                                                          5,000,000




  Q3 07
          Q4 07                                           0
                  Q1 08
                          Q2 08
                                  Q3 08
                                          Q4 08
                                                  Q1 09
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
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
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
Advertising for
        Apps
★ AdMob - Ads and Analytics
★ MobClix - Ads and Analytics
★ Pinch Media - Ads and Analytics
★ PurpleTalk - (Ad Sharing)
★ Chillingo - Print Ads Partnerships
Moving to Mobile: Simple Strategies for SMEs 2009
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!

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Moving to Mobile: Simple Strategies for SMEs 2009

  • 1. or Fs ME Moving to Mobile. S Katie Lips.
  • 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.
  • 3. Why consider mobile as part of your marketing strategy?
  • 4. I love Mobile. Er, but, no, not...
  • 10. Mobile 2.0? ★ It’s all about Platforms ★ iPhone ★ Android ★ Blackberry ★ ... and others
  • 11. Platform iPhone & iPod Touch Developers & Customers App Store
  • 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
  • 15. “Mobile doesn’t have to be difficult”
  • 16. Some tips for Moving to 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
  • 20. <a href=quot;tel:4415132422444quot;> +44(0)151 3242244</a>
  • 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’!
  • 24. Monitor the web via mobile
  • 29. Skype ★ Get a SkypeIn number ★ Your number in... ★ New York ★ London ★ Leeds
  • 30. Phonefromhere.com ★ Web to talk - Add ‘Call Us Now’ to your web page ★ Lets customers call you for free ★ At the point of interest
  • 31. SMS
  • 32. SMS from your desktop ★ Send SMS to your customers ★ Because it’s personal ★ Useful for data, instructions & directions ★ Call to action
  • 33. 3jam.com ★ SMS your customers ★ Simply ★ Quickly ★ Cheaply
  • 34. SMS Campaigns ★ Send ads out ★ Get responses back ★ Measure success
  • 35. itagg.com flytxt.com smsjunkies.co.uk
  • 38. Blyk ★ Free mobile contract for 16-24 year olds ★ Users receive and respond to ads ★ And they love it!
  • 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.”
  • 43. iPhone Sales by Quarter Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1-09 Units sold 270,000 1,119,000 2,315,000 1,703,000 717,000 6,892,000 4,363,000 in Quarter
  • 44. Cumulative iPhone Sales 20,000,000 15,000,000 10,000,000 5,000,000 Q3 07 Q4 07 0 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09
  • 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
  • 56. Brands in the App Store
  • 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!