2013 Mobile Era by คุณอรนุช

2013 Mobile Era

Content •  Mobile Technology Evolu1on

–  Mobile Telecom Standard –  Mobile Phone

•  Current Market Situa1on •  Mobile Telecom Ecosystem •  Mobile Trend 2013 •  Mobile Marke1ng •  Some advice for brands •  Key terms that we should know

Mobile Technology Evolu9on

Smartphone reached 30% market share in 2011

Android became dominant smartphone OS

Bigger and Bigger (Display size)

SMS Marke9ng

Mobile VAS (Before Appeconomy Era)

SMS Marke9ng

hCp://expertwebworx.blogspot.com/2012/10/bulk-‐SMS-‐service.html

hCp://www.xchosms.com/

Current Market Situa9on

Mobile Market Share (Q3 2012)

Source : nbtc.go.th Non voice revenue is growing up (Q3 2012)

Source : nbtc.go.th

(Nov 2011) Source : we are social but now Mobile S u b s c r i b e r s i n Thailand is around 81M

Mobile Telecom Ecosystem

Mobile Telecom Ecosystem (Before 2007)

The 9pping point…

Current Mobile Telecom Ecosystem

Applica1on Stores

Carrier

Hardset Vendor

OS Providers

3rd Party Players

Mobile Trend 2013

Mobile Trend 2013

•  Mobile Device BaCles •  Mul1 Screen World •  Apps & HTML 5 •  Responsive Web Design •  Personal Cloud •  Internet of Things •  Mobile Payment •  The rising of Mobile Apps from Thai Startups

Mobile Device BaTles

Mobile devices will pass PCs to be most common Web access tools

Consumeriza1on drives tablets into the enterprise

The New Mul9-‐Screen World

Apps & HTML 5 With the convenience introduced by HTML 5, it will be the preferred standard for applica1on design and development

Responsive Web Design Responsive design is becoming the go-‐to way to present web-‐based content. Designing specifically for every device in the world is nothing short of impossible and this alterna1ve proves to be a very reliable op1on to allow content to be consistent across plaWorms. Prepare to make your own website fluid because the number of people who access the internet from tablets and smartphones are growing at a skyrocke1ng pace.

Personal Cloud Cloud will be center of digital lives, for apps, content and preferences. Sync across devices. Services become more important; devices become less important.

hCp://www.zdnet.com/blog/perlow/personal-‐cloud-‐solu1ons-‐own-‐your-‐data/17930

Internet of Things Mobile devices and computers will not be the only ones connected anymore, as we slowly see the rise of smart homes the internet of things will be an inevitable part of our future.

hCp://www.nkonnect.com/technology-‐solu1ons/internet-‐of-‐things/

hCp://www.alexandra.dk/uk/services/Publica1ons/Documents/IoT_Comic_Book.pdf

Recommended Book

Mobile Payment

hCps://squareup.com/

Mobile Payment

mPOS (Mobile-‐Point-‐of-‐Sale) has come to Thailand

What does it mean for Thai people?

Mobile Payment

hCp://digio.co.th/

The rising of Mobile Apps from Thai Startups

ShopSpot Symbols of Style


Wongnai Boxbox.me


Privepass

What does it mean for ��Thai Digital Marketers?

Thai Startups Digital Marketers

Mobile App business Models

Pay per download In app purchase

Adver9sement

In App Purchase

The meaning of Top Chart on Appstore

Mobile Marke9ng

Mobile Marke9ng •  Mobile Search Ads •  Real 1me bidding (RTB) •  Rich Media Ads •  Facebook Mobile Ads •  Loca1on-‐Based Marke1ng •  Campaign with QR Code •  Mobile with Print Ads •  Interac1ve Catalogue App •  NFC with Mobile Ads •  Branded Mobile Applica1on •  Co-‐Campaign

Worldwide Mobile Adver9sing Revenue to Reach $11.4 Billion in 2013

Define Clear

Set up your

Who is your Target group?

Define “Call to Ac9on”

Mobile Search and Ad Placement

Mobile Search Ads Deliver relevant ads based on keywords (Generic/Brand Keyword)

Text Ads Call Extensions

Mobile Search Ads

Click to download

Mobile Search Ads

Loca9on Extension

Real 9me Bidding (RTB) Method of selling and buying online display adver1sing with instant auc1on. Adver1sers can get more access and more targe1ng.

Understand Many factors

•  Demographic of your target users

•  Business Industries

•  Crea1ve Ads •  Bigger isn’t always beCer for mobile ad clicks

In order to maximize the features and func9onality of each device, mobile Adver9sers should build different crea9ve for different screen sizes.

“Keep monitoring and op9miza9on”

Mobile Rich Media Ads

Mobile Rich Media Ads

Average Engagement Time ~ 3mins Call to Ac1on “Save invita1on” + “Share on Facebook” Click-‐through rate (CTR) 75% higher than the industry average

Perfume Launch by Lancome

Mobile Rich Media Ads Nokia Lumia engages smartphone users with direct interac9on from the actual device interface

Winner at the Australian mobile awards 2012 Average Click-‐through rate (CTR) 0.82%, with a peak of 1.39% Engagement levels Average Visit Dura1on 2min 20sec for every unique visit Average % of new visitors 79.3%, achieving the goal to expose the product to new customers on an ongoing basis.

Mobile Rich Media Ads Drive awareness of the Audi Q3 by Audi

Peak Click-‐through rate (CTR) 1.025% Average Click-‐through rate (CTR) 0.67% 5% of consumers clicked through to download a brochure and 7% clicked through to the m-‐site for more informa1on.

Facebook Mobile Ads

Facebook Mobile Ads Sponsored Stories

Promote user generated content including likes, status updates, and Open Graph stories.

Facebook Mobile Ads Sponsored Stories

Facebook Mobile Ads Page Post Ads, Promoted Post

Help you reach a broader audience with the content you post to your brand’s Page. (Photos, Offer, Ques1ons, Videos or events) Page Post Ads -‐ can be targeted to non-‐fans Promoted Post -‐ can be shown only to fans and friends of fans,

Facebook Mobile Ads Page Post Ads, Promoted Post

Facebook Mobile Ads Mobile App Install Ads

Mobile app install ads help developers reach people on mobile devices. When people click on the ad on the mobile device, they will be directed to the App Store or Google Play to install the app.

Facebook's news feed redesign is mobile consistency

What does it mean for Digital Marketers?

Loca9on-‐based Marke9ng

Loca9on Based Marke9ng

hCp://www.telecomcircle.com/2009/06/introduc1on-‐to-‐lbs/

Loca9on Based + AR

Redefine Loca9on Based Marke9ng

by technology

hCp://stores.bestbuy.com/887/files/2010/09/shopkick-‐15-‐36-‐37.jpg

Touch Point

QR Code

Marker

Image Recogni1on

QR Code

Provide a QR code instead, the user can easily scan the digital informa1on from the printed page and go directly to the link,

hCp://farmbusiness.blogspot.com/2011/08/whats-‐that-‐square-‐using-‐qr-‐codes-‐for.html

Campaign with QR Code

hCp://www.mythaiphotos.com/big-‐c-‐virtual-‐shop-‐in-‐bangkok/ hCp://www.it24hrs.com/2012/now-‐virtual-‐store-‐thailand/

Virtual Store

What is the key success factor of this case?

hCp://www.businessinsider.com/the-‐most-‐crea1ve-‐people-‐in-‐adver1sing-‐2012-‐7?op=1

Mobile & Print Ads

hCp://www.arip.co.th/1ps.php?id=414059 hCp://thumbsup.in.th/2011/07/digital-‐adver1sing-‐campaign-‐magazine-‐speak-‐trident-‐by-‐adapter/

Mobile & Print Ads

hCp://www.adweek.com/adfreak/10-‐great-‐magazine-‐ads-‐dont-‐just-‐sit-‐there-‐looking-‐preCy-‐132401

Volkswagen

Mobile & Print Ads iSnap by the Na9on

hCp://thumbsup.in.th/2013/01/isnap-‐the-‐na1on/

Interac9ve Catalogue App

hCp://crea1vity-‐online.com/news/mccannerickson-‐gives-‐new-‐ikea-‐catalog-‐a-‐vitamin-‐pill/236165

IKEA – Using Augmented Reality (AR)

Near Field Communica9on Near field communica9on (NFC) is a set of standards for smartphones and similar devices to establish radio communica1on with each other by touching them together or bringing them into close proximity. -‐ Wikipedia

hCp://technopundit.com/nfc-‐in-‐nokia-‐mobiles/ hCp://www.intomobile.com/2010/04/26/near-‐field-‐communica1on-‐to-‐hit-‐android-‐phones/nfcexample/

NFC with Mobile Ads

h C p : / / w w w . n f c w o r l d . c o m /2013/01/07/321698/crosscliq-‐delivers-‐nfc-‐magazine-‐ad-‐for-‐blackberry-‐rogers-‐and-‐cibc/

What is the key success factor of this case?

hCp://www.nfcworld.com/2012/10/03/318174/telstra-‐promotes-‐nfc-‐in-‐sydney-‐and-‐melbourne/

hCp://www.jcdecauxna.com/innovate/document/nfc-‐and-‐marke1ng-‐bridging-‐gap

Branded Mobile Applica9on


hCp://mashable.com/2012/03/02/branded-‐mobile-‐apps-‐innova1ve/

Pampers Hello Baby Pregnancy Calendar

Useful



Ford 2013 Fusion App Ac1vated by capturing the Ford logo, the app let fans access a virtual course, where they could test drive the car. A new course was added every day from early December un1l the reveal.

Useful

Branded Mobile Applica9on Mcdonald

This app uses technology that accesses McDonald’s supply-‐chain and Augmented Reality (AR) to deliver interac1ve informa1on about McDonald’s food (Where their food has come from).

Useful

Branded Mobile Applica9on Nike

The Nike+ Running app tracks distance, pace, 1me and calories burned with GPS, giving you audio feedback as you run.

Useful

hCp://nikeplus.nike.com/plus/products/gps_app/

Branded Mobile Applica9on MINI

The game challenges you to hunt, catch and escape with a virtual MINI in Stockholm using an iPhone app and your own two legs. The catch is, you have to get within 50m of the virtual MINI to hit “Take The MINI Now” in the app before escaping as fast as possible, because anyone else who gets within 50m of you can instantly take the virtual MINI back! If you are the person holding the virtual MINI ater 7 days of 24/7 gaming, you’ll win a real MINI Countryman!

hCp://www.digitalbuzzblog.com/mini-‐getaway-‐arg-‐game-‐in-‐stockholm-‐2010/

Have Fun! Game

Branded Mobile Applica9on Coca-‐Cola

Turning beachfront concept store into a lab for the company’s “Happiness Refill” project. A dispenser that give young cellphone users data credits to browse the internet rather than soda.

Useful Brand Experience

hCp://www.shakemelikeascroll.com/happinessrefill/


hCp://www.prda.asia/how-‐social-‐media-‐helped-‐coca-‐cola-‐grab-‐hong-‐kong’s-‐aCen1on-‐once-‐again/

Coca-‐Cola Coca-‐Cola's app Chok turns mobile devices in a remote control that the user shakes when a Coke commercial comes on the screen.

Have Fun! Game


hCp://www.muji.com/app/

Muji

Useful

Branded Mobile Applica9on Heineken “Cheers”

"Cheers" lets you simulate the "clink" sound of two boCles with your smartphone and share contact with friend.


Have Fun!

Co-‐Campaign No. of Users : 10.2M (Dec 12) •  Number 1 in Chat App in Thailand •  Number 3 in the world ater Japan & Taiwan •  Increase of 1,150 % in just one year •  Co-‐campaign with brand (Telco, Airline, FMCG, Banking, Tourism etc.)

Co-‐Campaign

hCp://veronicawallstrom.com/blog/2011/02/shazam-‐old-‐navy/

SHAZAM & Old Navy

Recommended Book

Review: hCp://thumbsup.in.th/2012/02/the-‐app-‐mobile-‐case-‐study-‐book/

Some advice for brands

Check your goal Check your resource Mobile Web •  Deliver content •  Establish broad mobile presence

(Easily found on search engines) Mobile App •  Interac1ve engagement •  Work like computer program

2 When we develop mobile product…..

•  Set up your goal. •  Which devices your users use most and design for the right device.

•  Start with People, not Technology -‐ User experience is heart of any product.

•  User shouldn’t search very far for your product’s key value.

•  What is product’s key value? Don’t try to put everything !! –  few key features and make it work well –  feature set fits the mobile experience

•  Agile Development and Test Test Test!

Gamifica9on

hCp://www.gamifica1on.org/

Gamifica1on is the concept of applying game-‐design thinking to non-‐game applica1ons to make them more fun and engaging. – gamifica1on.org

hCp://thumbsup.in.th/2011/07/gamifica1on/

Key terms that we should know.. 3 Case Study : MINI

Case Study : NIKE Case Study : Foursquare Case Study : Shopkick

SOLOMO Key terms that we should know.. 3

Social Local

Mobile

SOLOMO

Real life x The internet x Real Time

Case Study : MINI

Case Study : NIKE

Key terms that we should know..

hCp://www.zeromomentotruth.com/

hCp://vimaltripathi.posterous.com/zmot-‐zero-‐moment-‐of-‐truth

hCp://thumbsup.in.th/2012/04/zmot/

ZMOT 3

“To win consumers’ aTen9on and trust, marketers must think less about what adver9sing says to its targets and more about what it does for them” – Jeffrey F. Rayport

Reference: Video Clips Volkswagen hCp://www.youtube.com/watch?v=FhbkqFdKnP8 ShopKick hCp://www.youtube.com/watch?v=2uixneqbqkI Pamper Hello Baby hCp://www.youtube.com/watch?v=rjW8aAqrsOk Ford Fusion hCp://www.youtube.com/watch?v=d5QMrIvZzow Mcdonald (Trackmymacca) hCp://www.youtube.com/watch?v=zBnqg_KTSIc Nike+ hCp://www.youtube.com/watch?v=46hEaFKa638 Mini hCp://www.youtube.com/watch?v=WMWu1h_6OfE Refill Happiness Coke hCp://www.youtube.com/watch?v=M4jPl-‐nL-‐YM CoCa Cola Chok hCp://www.youtube.com/watch?v=pEDsERv-‐rFA Heineken hCp://www.youtube.com/watch?v=Cemdionmmlc Shazam Old Nav hCp://www.youtube.com/watch?feature=endscreen&NR=1&v=Q67kJC8JuYk

Oranuch Lerdsuwankij TwiTer: @mimee Email : [email protected] Website : hTp://thumbsup.in.th

2013 Mobile Era by คุณอรนุช

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Transcript of 2013 Mobile Era by คุณอรนุช