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Mobile Game Changers #14 The Internet & Mobile Show Asia 2014 Singapore, Suntec Convention & Exhibition Centre 23th April 2014 Presentation by: Ville Kulmala Twitter: @villekulmala

Mobile Game Changers

1. Mobile Web for Mobile Marketing

•  Case for Mobile Web as mobile marketing tool

2. Mobile Word-of-Mouth

•  How to take advantage of WOMM in a mobile web

3. Social Mobile – The Big Picture

•  Past, current and future of mobile social media

Who am I? Ville Kulmala (Finland) Twitter: @villekulmala •  Over 15 years in technology industry. Technology and

Business Consulting for global companies such as Nokia, Accenture, ING, ABN AMRO, Heineken, LibertyGlobal, KPN, Areva, Logica and Fortis. as well as striving startups.

•  Mobile Spark is a mobile consultancy, based in The

Netherlands and Hong Kong. •  Chairman for a large regional mobile industry platform -

Mobile Monday Thailand.

Mobile Web for Mobile Marketing

It’s an App World - The Web Just Lives in It

Ref: 2014 - Flurry - Time spend on iOS & Android devices

Look more closely. Besides gaming it is all web content browsing.

Positioning - Mobile Web vs. Native Na#ve  apps  and  mobile  web  have  differen#a#ng  posi#oning  for  a  client  interac#on.    

Mobile Web ➔ Discovery - Linkable - Searchable - Shareable - Trackable Native Apps ➔ Loyalty - Mobile interface for web browsing Ref. Google

Mobile Marketing Perspective “Funnel” Mobile  Web  vs.  Na.ve  -­‐  User  acquisi+on  differences    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  

Na+ve  (web  too..)  

Mobile Word of Mouth

What are your 3C’s ?

Complete Consumer Cycle “Consider your customer’s full interaction cycle”

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.

Case Study – High Impact Facebook  Spotify •  Fully integrated mobile app to FB •  Facebook Timeline since Jan 12 •  Sharing enabled in-app •  Artist pages link to Spotify •  Facebook / Spotify partnership - hardware “All roads leads to listening music on Spotify” Truly mobile advertising platform AUDIO + Spotify owns complete customer profile VISUAL

Case Study – High Impact Facebook

Monthly active users for Spotify in 2014.

Case Study – High Impact Facebook Ace for Social Mobile marketing for both Physical (Audio) And Digital (Social Media)

Case Study – Web-Only Mobile Content Financial Times – Web App • Reading offline – saving a shortcut to your home screen so you can read it offline, at any time, just like one of our existing apps. • Web browser access – no download needed. • All access – one registration or subscription will offer customers access to FT content through a range of devices or on a PC. • Speed – the new app offers improved performance. • Automatic updates – instant product improvements with no need to download new versions of the app.

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

Case Study – High Impact Twitter Nike closing FuelBand. Social Investment Sticks.

Case Study – Social Mobile - LINE LINE is biggest social media (mobile) competitor to Facebook outside of China.

Case Study – Social Mobile - LINE Thailand based startup aCommerce enable flash sales through LINE.

Case Study – LINE-Commerce LINE-commerce is also starting to become a serious topic in Thailand. LINE’s flash sales event in the country saw 20,000 people shopping and browsing at one time. What is LINE Flash sales?

Exclusive product offering sent and bought directly through LINE’s social message once a week.

Case Study – Social Mobile - LINE LINE flash sales quite working solution for M-Commerce.

Social Mobile – The Big Picture

Social Macro perspective – 5 yrs ago

Social Macro Perspective – 4 yrs ago

Social Macro Perspective – 1 year ago

“110 million songs, albums and radio stations have been played 40 billion times” via Facebook-integrated apps and “1.47 million books have been shared.”

Social Macro Perspective – Future Facebook buys Oculus .. Similar hardware acquisitions Increasing amout of hardware to plug into

Social Macro Perspective – The Law

Mark Zuckerberg - 2008

Social Macro Perspective – The Law

Social  Mobile  Web    •  More  sharing  about  everything,  increase  of  sharing  without  ac+on    •  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    •  Posi+on  yourself  for  the  growth  –  being  first  does  pay  off,  but  it  

can  be  painful        

Social Macro Perspective - The Future

Conclusion 1.  Mobile Web Content 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

Thank you!

Ville Kulmala

Twitter: @villekulmala