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  

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  

The  rising  of  Mobile  Apps    from  Thai  Startups  

Wongnai   Boxbox.me  

The  rising  of  Mobile  Apps    from  Thai  Startups  

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  

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  

Mobile  Rich  Media  Ads  

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  

Branded  Mobile  Applica9on  

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

Pampers  Hello  Baby  Pregnancy  Calendar  

Useful  

Branded  Mobile  Applica9on  

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

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/  

Branded  Mobile  Applica9on  

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  

Branded  Mobile  Applica9on  

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.  

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

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  

1  

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  :  mimee@thumbsup.in.th  Website  :  hTp://thumbsup.in.th