Ville Kulmala (Finland) Managing Director Mobile Spark

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2 Who are we? Ville Kulmala (Finland) Managing Director Mobile Spark -Over 14 years technology and business consulting experience for global companies such as Nokia, Accenture, ING, ABN AMRO, Heineken, KPN, Areva, Logica and Fortis. -Mobile Spark is a mobile marketing agency, with offices in The Netherlands, Finland and Hong Kong. -Chairman for members strong Mobile Monday Thailand.

3 Mobile Game Changers 1. Web Apps for Mobile Marketing -Case for Web Apps as mobile marketing tool 2. Mobile Word-of-Mouth -How to take advantage of WOMM in a mobile 3. Social Mobile The Big Picture -Past, current and future of mobile social media

4 Web Apps for Mobile Marketing

5 Stats Mobile Web vs. Native Native apps and mobile web continue to grow on separate paths. Fragmentation continues. Of all users: 36.4% use their mobile browser 34.4% use their native Apps Twitter 14% use their mobile browser 8% use their native Apps (Comscore US based users) / (Twitter)

6 Ref. Google Positioning - Mobile Web vs. Native Native apps and mobile web have differentiating positioning for a client interaction. Mobile Web - Linkable - Searchable - Shareable - Trackable Native Apps Discovery Loyalty

7 Mobile Marketing Perspective Funnel Mobile Web vs. Native Native apps and mobile web continue to grow on separate paths. New Customer Discovery Convert Existing Customer Loyalty Loyal Customer / Evangelist Mobile Web Native (web too..)

8 Mobile Word of Mouth

9 What are your 3C s? Complete Consumer Cycle Consider your customer s full interaction cycle

10 Case Study - Travel Industry Case for Hotel Bookings apps (red). Case for Photo Sharing apps (blue). - Most interactions only focused on one step - Relative importance of other customer interactions ignored. - All steps should be considered for mobile marketing strategy.

11 Case Study High Impact Twitter Nike + FuelBand -Very popular product -ipad/iphone Native App (partner) -Integrated Twitter account and missions Yet -Facebook separation and monologue -Physical device / App not fully integrated

12 Case Study High Impact Facebook Spotify -Seamless Facebook integration -Fully integrated mobile app -Facebook Timeline since Jan 12 -Sharing enabled in-app -Artist pages link to Spotify -Facebook / Spotify partnership All roads leads to listening music on Spotify

13 Social Mobile The Big Picture

14 Social Macro perspective 3 yrs ago

15 Social Macro Perspective 2 yrs ago

16 Social Macro Perspective 4 days ago

17 Social Macro Perspective The Law

18 Social Macro Perspective - The Future Social Mobile Web -More sharing about everything, increase of sharing without action -Facebook and others will expand their ecosystems to the mobile -More means to share, third party developers offer a way to tap in to new opportunities on a mobile Take advantage of new mobile tools -Position yourself for the growth being first does pay off, but it can be painful

19 Conclusion 1. Mobile Web Apps for Marketing Discovery - Mobile Web App is Discoverable 2. Social Mobile Word-of-Mouth Marketing 3C s - Cover your Complete Customer Cycle 3. Integrating your Social Mobile Marketing efforts Think Future - Position your mobile efforts for growth

20 Thank you! Ville Kulmala Director Phone: LinkedIn:

21 Thank you! Ville Kulmala Director Phone:

22 Mobile Web - Device Specific copy Solutions Responsive Web Design - Not the perfect option, but can satisfy your 80/20 audience. Mobile first strategy - Mobile first strategy will lessen the pain of larger screen implementations such as tablets.

23 Location-services Location-based services have been emphasized a lot in last year. Success is still questionable. Many privacy issues to be solved and usability barriers.

24 Target Customers with the Language Language specific version of the App People consume locations, but stick with a language" Language Language is more personal than location.

25 Mobile Ad Game Changer Discovering mobile as the game changer for your future ad campaigns Achieving maximum results from your mobile marketing campaign Using word-of-mouth marketing platforms to gain traction Fitting mobile into your existing mobile media strategy

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