Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency BUILDING MOBILE INTO YOUR CRM Tim Dunn

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 1. Personal

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 2. Immediate

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 3. Actionable

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency..and now...

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 4. Social

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency 5. Transactional

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency The current mobile landscape Smartphones are set to achieve nearly complete market penetration in youth and adult sectors within three years This uptake will be driven by the need to access digital content such as social networks and video on the move

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Importance of mobile web

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Understanding how your users consume mobile

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Ribena o Ribena have use Sales Promotions as an excellent way to capture data for ongoing CRM

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Colour Catcher o Colour Catcher used TV-driven ad response to build up a huge body of opt-in data

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency o By providing a really useful tool to users, O2 have increased the usage of account management between statements and improved their brand image Case Study: O2

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Walkers o Walkers generate millions of user entries through promotions and now have ongoing mobile and web CRM to manage them

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Shelter o Shelter have recognised that their demographic is urban, young, and mobile, and have deployed mobile CRM accordingly

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Case Study: Rimmel o Rimmel have a dedicated mobile strategy aimed at capturing and engaging young women on the mobile web

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency CAMPAIGN DEVELOPMENT Tim Dunn

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Campaign Planning o What are the campaign objectives? o Who are the target audience? o How does mobile fit into broader activity o Is there already a creative idea?

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Mobile Campaign Planning What kind of mobile experience can we offer? Is there a creative idea that is relevant to our objectives? Ideation What devices do our audience have? Where can they be found within the mobile landscape? Audience Decide between SMS, Mobile web, Apps etc Promotion decisions: on-pack, ATL, mobile advertising etc Channel Agency partners, specialists etc What’s the follow-up strategy for consumers? Execution What does success look like for this campaign Measurement

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Ideation: O2 Niggle Nobble o Objectives Raise awareness of O2 Broadband Acquisition o The campaign ‘Niggle Nobble’ AR iPhone game o The Strategy Tie in with above the line and field marketing Drive users to social channels

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Audience and Channel o Objectives Gain advocacy for the anti-Knife Crime message ‘It Doesn’t Have to Happen’ Do it in a youth-friendly and non- preachy fashion o The campaign A mobile music studio featuring Beats, Loops, Synths and FX Given away via geo-targeted Bluetooth locations o The Strategy Connect users to mobile content incorporating the message Place the message into the user’s real- life world

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Execution: Working with mobile agencies o You will almost inevitably have to work with at least one mobile specialist to deliver any campaign o Main players with their specialisms are listed below:

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Analytics: SMS

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Analytics A range of other analysis types are available

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency The platforms SMS platform Set up keywords on shortcodes Set up campaigns of different types Send bulk messages out Run mobile CRM Suppliers: MIG, 2ergo, MX Telecom, WIN, Oxygen8, Velti Mobile CMS Create mobile site map Load up images and text on to pages Integrate feeds Review and publish Suppliers: MIG, MOMAC, Wapple, Velti App Studio Create your own app Wireframe Load in content and feeds Import bespoke features Publish to multiple platforms Suppliers: MIG, Grapple

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Building apps An app SDK is a toolkit for your imagination: Touchscreen with single and multiple contacts Three-way orientation and movement GPS – current location and movement Launch other functions: maps, web, YouTube, iTunes Feed integration Compass Media playing Audio capture Camera and photo Contacts and viral Other potential features: Social network integration Notifications Augmented reality iPod integration IM clients Image recognition Barcode scanning or display In-the-picture

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Some Design ideas Make product view easy to navigate and implement recommendations If you have a product, sell it! Don’t let your site stand still, feed it with fresh content all the time Simple navigation to core content areas

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency More design ideas User can manage their own settings to personalise their experience ‘News-feed’ style view aggregates content from blogs, social networks, and CMS Clear and clean branding Access to local branches or services via built in GPS Click through to the Direct diagnosis tool

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Example platform: Velti SMS

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency THE MOBILE FUTURE

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Wearable technologies

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency No Battery life?

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency But really...

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 1: Data

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 1: Data o Download speeds of mBit/sec o Will enable: HDTV for mobiles Connect your Playstation Steaming video o 4G will likely involve a hybrid solution with WiFi or WiMAX

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 2: Augmented Reality AR View Web data feeds Compass orientation GPS location Camera view

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Smartphones Digital Mapping User Experience Social networks Mobile Advertising Positioning Technology App Stores Network improvement Innovation 3: Location

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 3: Location-Based Communities

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 4: Payment

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Innovation 4: Payment

Part of Mobile Interactive Group (MIG). All rights reserved the mobile interactive agency Now – over to you...