MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012
-
Upload
ville-kulmala -
Category
Technology
-
view
1.269 -
download
2
description
Transcript of MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012
![Page 1: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/1.jpg)
![Page 2: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/2.jpg)
Who are we?!Ville Kulmala (Finland) – Managing Director – Mobile Spark!!Twitter: @villekulmala!!- Over 14 years technology and business consulting
experience for global companies such as Nokia, Accenture, ING, ABN AMRO, Heineken, KPN, Areva, Logica and Fortis.!
- Mobile Spark is a mobile marketing agency, with offices in The Netherlands, Finland and Hong Kong. !
- Chairman for +1000 members strong Mobile Monday Thailand.!
!
![Page 3: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/3.jpg)
Mobile Game Changers!1. Web Apps for Mobile Marketing !!- Case for Web Apps as mobile marketing tool!
!2. Mobile Word-of-Mouth !!- How to take advantage of WOMM in a mobile!
!3. Social Mobile – The Big Picture!
- Past, current and future of mobile social media!
!!
![Page 4: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/4.jpg)
Web Apps for Mobile Marketing!
![Page 5: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/5.jpg)
Stats – Mobile Web vs. Native !Na#ve apps and mobile web con#nue to grow on separate paths. Fragmenta#on con#nues. Of all users: 36.4% use their mobile browser 34.4% use their na5ve Apps Twi$er 14% use their mobile browser 8% use their na5ve Apps (Comscore – US based users) / (Twi6er) !
![Page 6: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/6.jpg)
Positioning - Mobile Web vs. Native !Na#ve apps and mobile web have differen#a#ng posi#oning for a client interac#on. !Mobile Web ! !è Discovery!- Linkable!- Searchable!- Shareable!- Trackable!!
Native Apps !è Loyalty!!!!Ref. Google!
![Page 7: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/7.jpg)
Mobile Marketing Perspective “Funnel”!Mobile Web vs. Na=ve Na#ve apps and mobile web con#nue to grow on separate paths.
!!!!!
Loyalty New Customer
Convert Exis#ng Customer
Loyal Customer / Evangelist
Mobile Web
Discovery
Na5ve (web too..)
![Page 8: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/8.jpg)
Mobile Word of Mouth!
![Page 9: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/9.jpg)
What are your 3C’s ?!
Complete Consumer Cycle!!“Consider your customer’s full interaction cycle”!
![Page 10: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/10.jpg)
Case Study - Travel Industry!Case for Hotel Bookings apps (red).!Case for Photo Sharing apps (blue).!!- Most interactions only
focused on one step!!- Relative importance of
other customer interactions ignored.!
- All steps should be considered for mobile marketing strategy.!
![Page 11: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/11.jpg)
Case Study – High Impact Facebook!!Spotify!!- Seamless Facebook integration!- Fully integrated mobile app!- Facebook Timeline since Jan 12!- Sharing enabled in-app!- Artist pages link to Spotify!- Facebook / Spotify partnership!!“All roads leads to listening music on Spotify”!
! ! ! ! ! ! ! ! ! ! ! !
![Page 12: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/12.jpg)
Case Study – High Impact Twitter!Nike + FuelBand!!- Very popular product!- iPad/iPhone Native App !!(partner)!
- Integrated Twitter account !!and missions!
! !Yet !!- Facebook “separation” and !!“monologue” !
- Physical device / App not !fully integrated!
!
![Page 13: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/13.jpg)
Social Mobile – The Big Picture!
![Page 14: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/14.jpg)
Social Macro perspective – 3 yrs ago!
![Page 15: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/15.jpg)
Social Macro Perspective – 2 yrs ago!
![Page 16: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/16.jpg)
Social Macro Perspective – 4 days ago!
![Page 17: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/17.jpg)
Social Macro Perspective – The Law!
![Page 18: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/18.jpg)
Social Macro Perspective - The Future!Social Mobile Web -‐ More sharing about everything, increase of sharing without ac5on
-‐ Facebook and others will expand their ecosystems to the mobile
-‐ More means to share, third party developers offer a way to tap in to new opportuni#es on a mobile
Take advantage of new mobile tools -‐ Posi5on yourself for the growth – being first does pay off, but it
can be painful
![Page 19: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/19.jpg)
Conclusion!1. Mobile Web Apps for Marketing !
!Discovery - Mobile Web App is Discoverable !
2. Social Mobile Word-of-Mouth Marketing!
3C’s - Cover your Complete Customer Cycle!
3. Integrating your Social Mobile Marketing efforts!
Think Future - Position your mobile efforts!for growth!
!!
![Page 20: MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012](https://reader034.fdocuments.us/reader034/viewer/2022042700/554d2a7cb4c905ca208b5223/html5/thumbnails/20.jpg)
Thank you!!
Ville Kulmala – Director!!Twitter: @villekulmala!