Internet World 24.4.12

Mobile :

ultimate personalised marketing

Rob Thurner

Burner Mobile

@burner_mobile

@theidm

Rob Thurner – Mobile consultant,

trainer, speaker

• 20 years digital and traditional

marketing experience

– Journalist, Group Marketing

Director at international media

owner

– Commercial Director with Mobile

agency Incentivated

– Digital tutor and trainer: IDM, IAB,

IPM, theknowledgeengineers

– Founder, Burner Mobile

• Mobile clients:

– British Airways, GlaxoSmithKline,

Heineken, Jaguar, John Lewis

Partnership, King of Shaves, M&S,

Macmillan, NSPCC, Specsavers, STA

Travel, Virgin

Mobile perceived as personal &

innovative medium

personalised

innovative

fun

creative

stylish

entertaining

relaxing

mood setter

persuasive

trustworthy

information

comprehensive

up to date

convenient

immediate

for me

undemanding

mobile media

magazines

internet on PC

TV

radio

newspapers

Source: Exposure, Orange Home UK plc

Old Service MobileService

Brand

Consumer

.com

Call Center

Paid Media

Branch

New Service ModelS

erv

ice

Bra

nd

Events

Sponsorship

Gaming

Mobi

Consumer

Branch

.com

Mobile

Call Center

Blogs

Paid Media

Social

Networks

Apps

Now Consumers Want More…..

Call

Text

Social

networks

Search

Content

Download

Mobile TV

Email

Web

browsing

Micro-

payments

Gaming

Shopping

Music

Camera +

pictures

Personal

organizer

Navigation

Vouchers +

ticketsTablets

Challenge 1

Harness mobile behaviour

AppsMobile sitesMessagingGeo-social

mCommerceMobile ads Mobile search Codes & coupons

Challenge 2

Handset diversity

Source: ComScore

Note:

iPhone includes iPhone, iPhone 3G, iPhone 3G S 32GB, 3G S 16GB

N95 includes N95 & N95 8GB

6500 includes Classic & Slide

RAZR V3 includes V3 & V3i & colour options

Curve includes 8520, 8300 & 8900

Total UK market size: 48,500,000

Devices per 100 of population: 84.49 (Global avg: 59.3)```

#1 Apple iPhone

#4 Nokia 5800

#5 Samsung Tocco Lite

#2 Nokia 6300

#3 Blackberry Curve

Rank Manufacturer Model Subscribers Market Share Previous Rank

(Feb ’10)

Change (vs

Feb '10)

1 Apple iPhone 3,972,692 8.19% 1 ↔

2 Nokia 6300 1,310,913 2.70% 2 ↔

3RIM - BlackBerry

Curve1,121,834 2.31%

4 ↑

4 Nokia 5800 1,043,093 2.15% 3 ↓

5 Samsung Tocco Lite 934,662 1.93% 11 ↑

6Nokia

2330 Classic753,525 1.55%

20 ↑

7 Motorola Razr V3 678,301 1.40% 5 ↓

8Samsung

Tocco SGH-

F480592,086 1.22%

8 ↔

9 Nokia 6500 Slide 564,012 1.16% 6 ↓

10 Nokia N95 473,676 0.98% 7 ↓

Top 10 handsets = 23% of UK mobile users only

All change

Mobile is no longer

“just a phone”

Fast connection over 3G, 4G

and WiFi enables fast web

browsing

Big storage for video,

pictures and music

GPS enabled for mapping,

navigation & geo location

Downloadable apps, games,

and content

Large touchscreen enables better

user experience across all services

Smartphone

penetration – now

> 50% in UK and US

Smartphones are

now the sole focus of

all handset

manufacturers

Tablet: Mobile device, laptop

or hybrid?

• Steve Jobs: PC is the ‘pick-up truck’,

Tablet for day to day use (iCloud)

• Portable (10 hrs battery), but not

pocket size

• Wi-fi and network enabled, but not

‘unique’ cellular device

• 50% interactions whilst watching TV

• Online commerce, but not in-store

shopping with coupons

Challenge 3

Legislation and Regulation

• Governing bodies

– Ofcom: harassment texts

– PECR: SMS regulation

– DPA: data storage and sharing

– PhonePayPlus: premium SMS

– CAP Code: children, alcohol, tobacco

– Ministry of Justice: accident &

debt mktg

• Advisory bodies

– DMA: Mobile best practice guidelines

– IAB: multiple digital channels

– MMA: international

Challenge 4

Measurement and ROI

• Mobile is 100% accountable

• Data trail tracks customer,

time and location

• One mobile has one UNIQUE

user with UNIQUE user profile