Welcome Talk

Co-organized by: In partnership with:

By Arthur Policarpio, Mobext CEO

Co-Chair of CMO Mobile Summit 2014

To make mobile work, CMOs

and agencies need to think

more like start-ups.

Why do the best mobile ideas

come from start-ups…

And not from agencies?

21

Mondelez partners with startups to commercialize a

joint innovation in 90 days.

6

PepsiCo handpicks 10

startups who can pilot

their

technologies to market

PepsiCo brands.

Start-ups get the opportunity to work on global

Unilever projects and be mentored by Unilever’s

top marketers.

Choremonster

Received $120,000 in

investment capital

and mentoring from

top Disney executives

http://disneyaccelerato

r.com/mentors/

21

Welcome to the

new mobile economy

$18 B 600 employees

$ 17 B 71,800 employees

$10B 100 employees

$15 B 62,553 employees

$ 10 B 1,000 employees

$3 B 16, 160 employees

Apply Startup Thinking to

Mobile Marketing

» Create Products, Not Campaigns

» Test, Learn and Scale

» Speed

» Failure = Progress

» Risk-Taking

13

#1

Create Products,

Not Campaigns

30

Awards Creativity

Technology

Agency bias to creative flair, awards

But what keeps CEOs awake at night?

31

3 Things that Matter to CEOs

Startups don’t think of mobile as just a media channel.

Distribution

Marketing

Customer Service

Product Development

Business Model

Treat Advertisers as Venture Capitalists

Track Participate Personalize

Nike+ app

And it paid off

Over 7M Nike+

community members

Revenue up 16%

to $24.1 B --

the highest in 15 years

Google’s Toothbrush Test

Will I use it everyday?

Will it improve my life?

#2

Test, Learn, Scale

WARNING: This process is

irreversible!

Nail it, then scale it

Build Minimum Viable Product (MVP)

Launch and get feedback

Refine

NOW Massive marketing launch

PR stunts

Additional features

LATER

Remember: this can’t be the other way

around!

Facebook started as a ‘Hot or Not’ site for

Harvard

Then Facebook added the Newsfeed

Facebook Today

Ad network

Facebook Developers

Facebook Connect API

Newsfeed

1.23B monthly

active users

#3

Speed

24

Speed is Critical

“If we can reduce the time

between pivots

We can increase our odds of

success

Before we run out of money”

24

“If we can reduce the time

between pivots

We can increase our odds of

success

Before we run out of money”

Why launch fast? You get to test your

ideas directly with the people who will

use the product.

Speed is Critical

Launch a “Minimum Viable Product”

(MVP) Quickly

How it works

Add a friend and send

him a Yo

Your friend receives a Yo

from you

Why Yo was born

Hogeg approached Arbel to request for a simple way to get in touch with

his assistant on his smartphone.

Moshe Hogeg

Co-Founder of Yo

Or Arbel

Co- Founder of Yo

Now, Yo evolved into a service

Get a Yo when your favorite soccer

team scores a goal

Get a Yo when your package from

Fedex is ready

Mind-boggingly simple

valuation

$10M

Registered users

2.5 M Time it took to develop

8 hrs

#4

Failure = Progress

The “Perfect App” Doesn’t Exist

"We apologize for the great inconvenience experienced

by users, and are working around the clock to prepare

iOS 8.0.2 with a fix for the issue, and will release it as

soon as it is ready in the next few days." a

company spokesperson told The Verge.

The “Perfect App” Doesn’t Exist

Failure =

Learning Experience =

Product/Business Evolution

47

Never stop developing

GRABTAXI: Over 100 iterations in a year!

#5

Risk-taking

Airbnb : A ‘dumb’ idea

Would you rent out your homes to total

strangers?

Brian and his co-founders sold

cereals to attendees of the

Democratic National Convention in

November 2008.

Airbnb: Pushing ahead

Active properties

200,000

10 M Guest nights booked

from 2008 to June 2012 Hotel night booked every

two seconds

1

100% Growth rate of Active

properties for the past five

months

Finding success

Valuation

$2.5 B

Finding success