CMO Summit - Simple Mobile Web Solution

© Copyright 2010 HotHouse Interactive www.hothouse.com.au

MOBILE STRATEGY “The marketer's central task is to make the brand easy to buy and this requires ensuring people can

find it and know about it.

Everything else is secondary.” Simon van Wyk (Partner at HotHouse )


By 2013 internet access via mobile will exceed access by computer


What this means People are migrating from using desktop devices to mobile

devices and mobile phones as a means to access the Internet.

The usage is being driven by social media and represents a

new way to use the mobile phone - social media is like

Internet banking was for desktop - it drives usage and

expectations.

The growth is extremely fast and our task is to deliver

satisfactory experiences for these customers.

There are some critical elements about the successful

apps:

Largely about connection – an extension of why

we have these devices.

Used regularly – often daily.

Very personal – the user gets a real benefit from

using the applications.

Perfectly integrated with the desktop experience.


It’s not just iPhone


Australian numbers reflect diversity

67% of respondents stated that they

had a 3G or 3.5G mobile phone, which

is slightly up from last year (60%) (AIMIA, 2010).

What this means:

You can’t just build for the iPhone, there are a

host of other devices that need to be included.

iOS and Android dominate app use but this will

change.

Nokia (41%)

Apple (21%)

Samsung (12%)

Sony Ericsson (9%)

LG (6%)

Motorola (3%)

Blackberry (3%)

Source:

http://www.aimia.com.au/home/news/member-news/aimia-releases-sixth-annual-australian-mobile-

phone-lifestyle-index

Nokia 41%

Apple 21%

Samsung 12%

Sony Ericsson 9%

LG 6%

Motorla 3%

Blackberry 3%

Other 5%

http://www.aimia.com.au/enews/events/AMPLI 2010/101002 AIMIA_Report_Final.pdf

http://www.aimia.com.au/home/news/member-news/aimia-releases-sixth-annual-australian-mobile-phone-lifestyle-index




















Phones and age Under 25’s

• Less likely to own a Motorola, Nokia or ‘other’

brand of phone

• More likely to own an Apple, Blackberry LG

phone.

26-40 year olds

• Less likely to own a LG, Samsung or ‘other’

handset

• More likely to own an Apple of HTC phone.

Over 40’s

• More likely to own a Motorola, Nokia,

Samsung or ‘other’ brand of phone.

• Less likely to own an Apple, Blackberry, HTC

or Sony Ericsson phone.

What this means:

Think really carefully about the target market

but in reality you have to cover all options.

(AIMIA, 2010)

http://www.aimia.com.au/enews/events/AMPLI 2010/101002 AIMIA_Report_Final.pdf


People use their phone differently

Mobile provides the opportunity to remain constantly connected to your

customers as they ‘go mobile’.


…and they use it constantly throughout the week

Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

Mobile provides the opportunity to remain constantly connected to your

customers as they ‘go mobile’.

Mobile Search Queries Desktop Search Queries


Consumers shift to mobile everything

Australia has the second highest smartphone penetration in the world at 37%

There has been a huge increase in the use of mobile web – for shopping, banking, research, and searching for real estate.

Throughout 2010 mobile transactions increased by 25% every month.

80% of Australian businesses do not have a mobile optimised website.

80% of Australian businesses are missing out on consumers on the go.


Key goals You must provide a fantastic mobile experience –

whatever the device.

You need to give your customers a truly seamless brand experience regardless of whether it’s a mobile website or a native mobile application.

Mobile App


Important decisions

Select the right technology solutions to deliver mobile

Internet and native applications as required.

Ensure these solutions allow you to build on the existing

(CMS) and infrastructure.

Select best of breed products that will give you long term

flexibility, low cost of ownership and leverage for the

existing platform.

Deliver to all browsers across all devices.


How we can help?

We can help you take advantage of opportunities for mobile

Internet and native apps now.

We’ll develop a mobile site map and wireframes of home

page and second level content pages with project plan,

budget and timeline for internal approval.

We will deliver to all platforms – Apple, Android and the others

across all devices using our partner technology - Netbiscuits.


Who is Netbiscuits?

The world’s leading mobile development and publishing

platform

Overcoming device fragmentation

Delivering best of breed User Experience to high end users

(smartphones/tablets)

Providing best of both worlds with hybrid apps


The Netbiscuits platform

Netbiscuits enables businesses to:

Create perfectly formatted rich media mobile websites

Publish any content to any mobile device on any network in any

country worldwide

Integrate mobile advertising and mobile commerce to generate

revenue


> 5,000 Mobile Devices worldwide

> 200 Carrier networks world-

wide

> 15 Mobile Browsers

> 500 Content Formats

> 6 Mobile OS > 10 Software revisions per

Mobile OS

Software

Har

dw

are

> 300 User Agents per device

Only true global mobile device database with more

than 1000 in-house tested parameters and +6000

mobile device profiles

Multiple tier intelligent device detection for device,

browser, carrier network parameters

Parameter + layout tests for each Biscuit-Element

ensure unmatched quality on Legacy and Smart

phones

Mobile devices profiles include also Internet enabled

wireless devices such as Gaming Consoles, TVs, In-

Car Navigation Systems, Tablets and eBooks

Daily updates for new mobile devices on API

Netbiscuits overcomes software fragmentation

by providing a truly global, intelligent device detection

& database …


Enterprise-class mobile cloud solutions

for cross platform publishing

Reliable, scalable and secure, Cloud Software Platform to power your mobile business (SaaS model)

Mobile optimized websites and mobile apps for all mobile operating systems

Publish to multiple screens: Smart and Basic Phones, TVs, Gaming Consoles, Web Tablets and more

Open a new dimension and create iPad optimised websites and apps

In 2011, every month Netbiscuits delivers: 8 billion mobile pages 100 million mobile videos to 3000+ different mobile devices


Estimated platform cost?

Starter account: $1990/month

200,000 page views per month

1Gb storage

5Gb outbound traffic

Location-based services

+ Video streaming

Enterprise account: $2,990/month

1,000,000 page views per month

5Gb storage

25Gb outbound traffic

Dedicated FTP

24/7 support with 2h response


95 Nicholson St St Leonards NSW 2065

Rob Olver

[email protected]

Simon Van Wyk

[email protected] Anthony Slater

[email protected]

(02) 9432 3600

Business

CMO Summit - Simple Mobile Web Solution