2. “According to iSuppli, Apple will sell 12.9 million iPads before the year ends. iSuppli predicted that
iPad unit volume will reach 36.5 million by 2011 and 50.4 million in 2012.”
Google is now selling smartphones at the rate of 36 million units per year..
According to a study commissioned by the mobile application store operator GetJar, the mobile
application market will reach $17.5 billion by 2012. By then, the number of mobile application
downloads will have also grown to nearly 50 billion from just over 7 billion in 2009.
iPad Sales Forecast, iPad News Hub, July20, 2010
Deciphering Android's Smartphone Sales Figures, Motley Fool, May 27, 2010
Mobile App Marketplace: $17.5 Billion by 2012, Read Write Web, March 17, 2010
How fast is the smartphone and app marketplace growing?
3. Consumers are quickly adopting smartphones and smartphone
apps as the primary tool for accessing the web
Mobile phones will overtake PCs as the dominant web access device worldwide by 2013 according to
a new forecast issued by research firm Gartner.
http://www.fiercemobilecontent.com/story/gartner-forecasts-mobile-web-access-will-surpass-pcs-2013/2010-01-13
4. B2C Electronic Marketing Ecosystem – Customer Pull Options
B2C Customer Pull Options
• Customer originated content search
• Paths: Seller websites, mobile apps ,social media,
search, third party websites
Branded
Websites
• Product info
• Content syndication
• Video
• Social content links
• Surveys
• Consumer / Expert
review
• Chat
• Games
• Coupons
Search
• Paid links
• Link Strategy
• Organic search
Mobile
• Mobile web
• Apps
• Coupons
• Guided search
• Ringtones
• Games
• In-store search
• Chat
Personalized
Content
• Custom
content
• RSS
• Guided Search
• Ringtones
• Games
e-Commerce
• Guided
recommendations
• Auction
• eStore
• Affiliate marketing
• Comparative search
• Chat
• In-Store Search
Multi-media
• Entertainment
• You Tube / video
aggregators
• Interactive video
• Gaming/ Second
Life
• Product demo
Social
Media
• Facebook /
MySpace
• Blogs / Wikis
• Chat
• Forums
• Social Gaming
• Twitter
• Tagging /
Bookmarking
• Photo / Video
Sharing
Third Party
Websites
• blogs
• Expert review
• Consumer reviews
• Content
aggregators
• Applications / online
tools
• Reference sites
• Publishers
4
5. Sponsored
Content
• Games
• Applications
• Web sites
• Consumer Blogs
Video
Ads
• Video overlays
• Pre/mid/post
video insert
• Social media
Display
Ads
• Behavioral targeting
• Retargeting
• Contextual targeting
• Companion ads
• Static ads
• Flash enabled ads
Gaming
• Mobile ad
placement
• Virtual currency
Rich media
display ads
• Games
• Behavioral targeting
• Contextual targeting
• Snapback
• Dynamic message
ads
• Takeovers
• Floating
• Road blocks
• Polling / voting
• Expanding
• Embedded video
• Retargeting
• interstitial
Email opt-in
• Custom
newsletters
Promotions
• Special offers
• Sweepstakes
• On-line coupons
• Contests
Mobile
• Banner ads
• Display ads
• CRM opt-in
• Content syndication
• Text ads
• Contextual ads
• Private ads
• Mobile coupons
• Voting
• In-store promotions
• Sweepstakes
• Ringtones
• SMS
Loyalty
Programs
On-line
Events
B2C Electronic Marketing Ecosystem – Customer Push Options
B2C Customer Push Options
• Seller originated content push to target customers
• Paths: Web sites, email, mobile SMS, social media,
mobile apps, search
5
6. Apple iPhone/iPad Android Blackberry
- Apple sole manufacturer
- 200K+ apps, 9000 developers
- One app store / common hardware
- Tight control over distribution
- Native programming language:
Objective C / Cocoa
- Safari browser
- Tablet computer: iPad
- iAd Mobile advertising
- Network: ATT cellular, wireless
- Licensed to 27 manufacturers
- 100K+ apps
- Multiple app stores
- Numerous hardware variants
- Registered app
- Native programming language:
Java / Android API / SDK
- Multiple browsers
- AdMob Mobile advertising
- Network: many
- RIM sole manufacturer
- 10K+ apps
- Multiple app stores
- Multiple hardware variants
- Registered app
- Native programming language:
Java / Blackberry API / SDK
- RIM browsers
- AdMob Mobile advertising
- Network: many
7. Messaging Services (Text, SMS, MMS)
Text messaging is built into all modern smartphones and 95% of older
clamshell type cell phones. Text messaging is being used for a very wide
variety of marketing initiatives that require a user to send a text message
to common short code (CSC) destination in order to trigger an action that
will return something of value to the user.
Terminology / Acronyms
• Common Short Code (CSC) is a five or six digit number to which a
user can send a text message. The CSC assignment is common
across all telecom carriers.
• Short Message Service (SMS) is the mechanism to send a text
message of up to 140 characters. Available on all mobile phones.
• Multimedia Message Services (MMS) is the mechanism to send
images, video and audio to a user using extensions to the SMS
messaging protocol.
CSC based messaging is the simplest and most widely used
vehicle for mobile marketing
• SMS and MMS are broadly available on most mobile devices and
most consumers, especially consumers under 35, are very familiar
with using text message services.
• SMS programs are simple to implement and are cost effective.
Because the requests are user initiated, response rates are on
average about 12% vs. < 2% for other web based advertising.
• Text messaging is one of the fastest growing channels for mobile
advertising because of the low cost, reach, and high response rates.
Common short codes are obtained by registering at the
Common Short Code Administration website below. The cost
is $500/month for a randomly assigned number or $1000 per
month for a specific numeric code.
http://www.usshortcodes.com/index.html
13. QR codes enable granular usage tracking of print and outdoor
media
Print and outdoor campaigns can be measured by using unique Google Analytics codes to
capture statistics for page displays launched by QR readers from user smartphones.
14. Electronic couponing is starting to become a presence
Retailers are pursuing different strategies to communicate sales information to preferred
customers with several strategies being adopted for in-store vs. global push communications
18. Bob McCarthy Biography
18
Bob McCarthy is the President and CEO of ServiceWeb Systems, Inc. a
software development and services company based in Cincinnati, Ohio.
ServiceWeb Systems is a mobile device and web development services
company based in Cincinnati, Ohio. SWSI uses onshore and offshore
resources to deliver custom smartphone and tablet apps quickly and cost
effectively.
Visit the SWSI website for videos and screen shots of previous projects or scan
the QR code below for contact information and links to our website. http://
www.servicewebsw.com/swsi_website/swsi_productdemos.html