Mobile First - What Brands Can Do

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Mobile now, first and only

September 2012

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64% of consumers would give up TV before their smartphone

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80% will not leave home without their smartphone

People LOVE and NEED their phones

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Greater access to mobile phones than safe drinking water

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© 2010

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4.3 hours

TV

2.5 hours

Internet

44 minutes

Newspaper/Magazine

>1 hour (30% increase from last year)

Mobile Device

Time spent on mobile versus other activities

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5.00

4.50

4.00

3.50

3.00

2.50

2.00

1.50

1.00

.50

0

Hou

rs

Time spent per day

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Mobile cannibalizes PC’s & Internet

1B PC’s 6.0B

mobile devices

Source: IDC 2012, Mary Meeker Global Internet Report 2012

3.0

2.5

2.0

1.5

1.0

0.5

0

Use

rs in

bill

ions

37% growth

8% growth

Mobile growth outpacing internet

1.1B 3G Mobile Subs

1.5B Internet Users

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Mobile is a marketer’s goldmine

� Always on, always connected

� Advanced computing

� Deep personal relationship

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� Data, data, data! � Unprecedented engagement

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Mobile advertising spend lags time spent

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Magazines

Share of Average Time Spent per Day with Select Media by Adults vs. US ad Spending Share, 2011

Time spent share Ad spending share 50

45

40

35

30

25

20

15

10

5

0

% o

f spe

nd

Newspapers Mobile Radio Internet* TV

Note: *time spent with the internet excludes internet access via mobile, but online ad spending includes mobile internet ad spending; due to this, the total of the ad spending shares for all the media adds up to more than 100%

Source: eMarketer, Dec 2011

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50% of Facebook activity is on mobile and 45% of tweets are from mobile devices

30% visit a business based on mobile search or reviews

Mobile pervades all elements of life

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Web email 34% Mobile email 32%

Source: Pew Internet Research, Comscore, Nielsen

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65% use phone for turn by turn directions

Voice 41% coordinate get togethers & meetings

77 minutes/day on smartphone apps

52% smartphone owners use device while watching TV

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Elements of a mobile first

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User Interface: •  Simplify •  Prioritize •  Delight with new ways to

interact: touch, swipe, speak, shake

User experience: •  Leverage hardware: camera,

GPS, sensors •  Multi-facet engagement:

•  Work and play •  Content and commerce •  Travel and at home

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Thirst

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Mobile approaches

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•  Deep brand identity •  Control •  Full phone features

•  Expensive •  Long lead time •  Limited distribution •  Siloed data

•  Network effects •  Collective data •  Native app benefits

•  Developer management •  Continuous discovery •  Less control

•  Lightweight •  Easy to deploy •  Cheaper than native

•  Feature tradeoffs

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Distributed mobile strategy

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Leverage growth and engagement

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Growth +

Engagement

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Where brands are spending time

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Identify •  Demo days •  Agency programs •  Task forces

Experiment •  Hackathons •  Incubators and

labs •  Pitch days

Integrate •  Test budget •  Investment /

acquisition •  Co-marketing •  API generation

Mobile First - What Brands Can Do

Technology

Transcript of Mobile First - What Brands Can Do