Wireless Business:

Let’s discuss: How does wireless technology address the limitations of the fixed Internet.  > from the consumer’s perspective  > from the marketer’s perspective. Did non-voice-based wireless applications capture the consumer or the corporate market first?  Why do you think that was the case? How do you see mobile commerce evolve?  What would your vision depend on?

Why Mobile Marketing? 4 times cheaper 20% CTA increase.  shop visits  sign-ups  Redemption, etc.

Mobile Marketing What? Why? How?

What? Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way (the CTA) Mobile marketing can meet most if not all of the marketing needs a brand or product may have today

Mobile Marketing What? Why?

Mobiles reach where other channel/media don’t

Mobiles reach in ways other channels/medi a don’t

Mobility is much more than phone calls and … More than movement… Mobility is not just about movement of people and goods, but about technology everywhere Workplace Home Leisure Shopping Dining …and more than just people Mobility is not just about communication between people, but also between machines and devices Mobility augments the capabilities of people and devices

Four characteristics distinguish Mobility: Presence Mobile devices will be our constant companions, whether we carry them with us or encounter them in devices we use everyday Immediacy Freedom from a stationary PC means we can access information or conduct transactions as close as possible to the instant we need it Location Freedom from a stationary PC also means we can access information or conduct transactions as close as possible to the place in which we need it Interest Consumers in a certain location and a specified time can be instantly unified by their common interests

Mobile Marketing What? Why? How?

Image Branding Web site Portal Banner DM Acquisition Satisfaction Loyalty building SMS campaign MMS campaign Couponing CRM Satisfaction Confirmation Alert Community Sales Promotion Product info Contests M- commerce Retail Mobile sales site

Who Can Identify Killer Apps? Companies/Entrepreneurs who know where the economic value (client side) of wireless technology comes from! Companies/Entrepreneurs who understand the perceived benefits of wireless technology for the end user!

Wireless M-Business Identifying the Next Killer Application in Business M-Commerce

Three Examples of Potential Killer Apps: 1)On Demand Wireless Application Service Providers (WASPs and ASPs) 2)Wireless Medicine 3)Mobile Asset Management (ex. Cars)

Killer App 2: Wireless Medicine

Wireless MD Problem: 98,000 Americans die each year as a result of medical mistakes – Institutes Of Medicine Regulations, complexities increasing Pressures to achieve quality, cost, and care standards New medications, methods introduced daily Physicians increasingly pressed for time

Information Flow and General Business Model Family Contact Hospital Patients Primary Physician Notification WAP, HTTP Interface Central database management Ambulance Crew Scan Bar Code Wireless MD Notification Patient’s Condition Patient’s Record Bar Code Information Instant Communication

Revenue Model Most likely Subscription-based! Pharmaceutical Companies Hospital, Ambulance Patients Enrollees (Employers) $ Wireless MD Communication Devices Insurance Services $ SmartCards Service via 24/7 Web Interface Advertising

Killer App. 3: Mobile Asset Management

Location-based Services Enforce Restricted Areas Locate Overdue Vehicles Disable Stolen and Overdue Vehicles Access Historical Route Information Monitor Driving Behavior Identify Underutilized Vehicles Source:

Acme Rent-a-car AThey told me that I was caught speeding on three separate occasions, and I never saw a state trooper BHow did they catch you? AThey said they had a GPS system installed in the car, and they tracked me across seven states without me knowing it BAcme fined him a total of $450…Acme says they decided to start using GPS to track speeders because too many of their rental cars were ending up in traffic accidents AcmeSpeeding causes accidents; speeding kills people. We think we have a right to protect our property, that's why--it's our property. Exp.…as time goes on these practices are likely to become more and more invasive. Exp.It's scary to think that--that some point down the line, after the fact, we will all discover that there are very detailed dossiers on our physical whereabouts… Source: NBC Today Show, 2005

Progressive leverages mobility in the development of new service offerings Industry leader in technology innovation… © #4 auto insurer, up two spots since it launched its digital strategy four years ago © Revenue has grown 22 % annually since in 1996 vs. an industry average of 3.3% © First to bind policies and offer comparative quotes online Industry leader in technology innovation… © #4 auto insurer, up two spots since it launched its digital strategy four years ago © Revenue has grown 22 % annually since in 1996 vs. an industry average of 3.3% © First to bind policies and offer comparative quotes online …to create a platform for differentiated service offerings © First to field test metered insurance for fleet applications © 25% reduction in premium costs © Awarded two patents for usage based insurance system …to create a platform for differentiated service offerings © First to field test metered insurance for fleet applications © 25% reduction in premium costs © Awarded two patents for usage based insurance system …that wants to integrate mobility into existing service offerings… © Allows the consumer to manage accounts and interact with the company remotely © Integrated accident response with emergency repair services © Result: resolves claims 21% faster than the industry avg. …that wants to integrate mobility into existing service offerings… © Allows the consumer to manage accounts and interact with the company remotely © Integrated accident response with emergency repair services © Result: resolves claims 21% faster than the industry avg. Source: NYTimes, Progressive

What They Have in Common: Mobile Communication is the key!  They could not exist in the hard-wired world.  They represent either NEW TO THE WORLD VALUE or UNLOCK EXISTING VALUE (by exploiting new efficiencies).

Now you: Wireless Branding Identify an original mobile marketing campaign. Evaluate the strategy and tactical execution. How well do you think this campaign achieved its goals? Why? What can you, the brand manager for your company, learn from this example?