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What we’d like to cover
Introduction
• The mobile market
• What is mobile engagement?
• What can mobile engagement deliver?
Mobile activation
• SMS & MMS
• Mobile web
• Mobile applications
What does mean to you?
• Online vs. Mobile
• Mobile momentum
• The recruitment market
Intro
The Market
• There are 5 billion mobile handsets on the planet (1 billion PC’s); UK SIM penetration at 123%
• Mobile ramping faster than desktop did –5 trends converging (3G, Social networking, Video, VoIP, new devices)
• 450 million Mobile web users globally; growing at 30% annually
• Smartphone users predicted to rise 3 fold over 5 years to 1BN up from 288M in 2008
• Explosion in applications; 10B iPhone apps downloaded since July 2008
• SMS revenues are around US$135 billion; 1 billion text messages a week in the UK
• The majority of websites are not optimised for mobile
• Significant brand engagement through mobile including non-tech brands e.g. Local Government, Daily Mail Group, Glastonbury, Nestle, Live Nation
Advantages of mobile
A new channel through which to engage users and activate all other forms of advertising
• Most relevant medium: be on the right curve –not behind it
• Personal & instant information including at point of purchase - wherever, whenever
• Save money by getting the right results for less
• Optimise user experience via consumers’ selected medium
• Establish brand presence through permanent real estate on targets handset
• Data capture for audience profiling & future targeted campaigns
• ROI: Track usage of all campaign elements
• Easy and convenient method of free sample distribution
Device detection & optimisation
Low end128 x 160
iPhone / touch320 x 480
Medium172 x 220
Smartphone240 x 360
Each phone “declares” its capabilities and the most relevant template design is served for the optimal user experience
What is mobile engagement?
• An under-utilized form of communication
• Extremely effective, if used correctly
• Delivers measurable ROI and better data capture than most other forms of marketing
• Can deliver measurable results – but can therefore expose a poor campaign
• A personal form of communication – Mobile has “won the race to be in our pocket”
What can mobile engagement deliver?
•••••
• Increased user participation
• Candidate generation
• Talent banking
• Increased loyalty
• Increased council visibility
Why mobile?
“Don’t use Mobile because you can.
Use Mobile because you should”
The history of mobile service implementation is littered with well meaning
services that fall short in delivery
Entry to mobile can be taken step by step, before launching a fully interactive
mobile campaign
Mobile activation methods
Audience size
Com
plexity
Mobile Messaging• SMS• MMS
Mobile Web
MobileApplications
SMS represented US$89Bn
4,121.3Bn messages
5,471.7Bn messages
32.7% growth
Mobile messaging - SMS
Mobile messaging - SMS
Ubiquitous
• All mobiles can send and receive texts
• Inclusive bundles means that for many this communication is ‘free’
Personal and relevant
• 97% of SMS messages are opened (compared to 5% - 10% of
email marketing comms)
In or outbound comms
• Outbound targeting users through a database
• Inbound targeting through short codes
Drive to further interaction
• Stage 1 in a process to drive interaction with mobile web or applications
Mobile messaging - MMS
BMW winter tyre campaign
• Picture message sent showing car model, colour and alloy wheel option as purchased by consumer - highly personalised
• Message sent on the first day the snow fell in Germany
• MMS included links through to BMW mobile web site where customer could use the tyre and rim configurator to experiment with variations and prices
• 117K recipients
• 30% uptake of the offer
• $1.3K average purchase price per consumer
• $45.5M total income
• $60K messaging spend
• $758 ROI per message sent
Get Trained
Get a Job
Get Involved
Footer
Home | Training | Jobs | Contact (calls o845 no.)
Site Map (Simple)
Screen layouts
Confirms Course Title
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States Course Title
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States Course Title
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‘Thank you’
� Jobs: Find, view contact employers job centre
� Training: View and contact main number. Below is the booking process SMS confirmation
Instant 24hrs Before Start Morning (2 hours prior) 1 hour after course
Your booking is successful:
Ref: TPXX1
Title: Introduction to Office
Date: Wed 14th June
Time: 14:00
Where: Kings College
Knightsbridge
Text ‘TPXX1’ to 84000 to
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24hr course reminder:
Ref: TPXX1
Title: Introduction to Office
Date: Wed 14th June
Time: 14:00
Where: Kings College
Knightsbridge
Text ‘TPXX1’ to 84000 to
withdraw from this course
Last reminder: Course today
Ref: TPXX1
Title: Introduction to Office
Date: Wed 14th June
Time: 14:00
Where: Kings College
Knightsbridge
Thank you for attending the
Introduction to Office today.
SMS Confirmation
Mobile web
• Mobile Web can offer a rich user experience to a wide range of users, although not as accessible as SMS there is still massive penetration
• Mobile web has advanced to a level to which users may struggle to tell the difference between that and an application
• Mobile websites can be optimised for any web enabled handsets which allows for a wide reach of targeted information
• All inclusive data bundles from network operators have made Mobile Web more accessible
• A mobile website can be the destination from a SMS campaign where a user can engage more fully with an appropriately branded digital offering
Mobile applications
• So far 10 billion Apple applications have been downloaded
• There are 400,000 different applications available on the Apple iTunes Store
• Apple have sold over 73 million handset devices
• iPad introduced and iPad 2 coming shortly
• In addition to Apple there are a range of other applications stores e.g:
• Blackberry App World with over 20,000 applications available
• Android Market with over 150,000 applications
• Nokia Ovi Store which had over 1 million downloads of Nokia Maps in a week
© Pinch Media 2009
The app phenomenon
© Pinch Media 2009
The app phenomenon
Online ServicesOnline Services Mobile ServicesMobile ServicesImplications for a Successful Implications for a Successful
Mobile OfferMobile Offer
Key differentiator Used At Home “On the Go”Mobile needs to have its own focus to fulfil its potential
What it means
Needs and behaviours
RichCustomers value a rich experience where they can properly plan and manage their recruitment from the
comfort of their homes
FastCustomers value a simple, intuitive
and “fast” experience, where information can be assimilated at a
glance and urgent requests are met by the press of a button
Different set of capabilities and interface to cope with
the “on-the-go” type of needs
Lead usersNeed Smart Returns
Display a sophisticated approach to using recruitment services
Need to Live for NowShort of time – mobile a great way of
keeping up to date
Distinct message and tone of voice required to resonate with the right audience
Technology
StableConsolidated players sharing
common standardsConsumers understand very well the principles and the content structure
of typical recruitment sites
VolatileExtremely fragmented product and software industry with very few
standards in use Interfaces, handset specifications and customer
knowledge evolving at a rapid pace
Dedicated technical platform, as well as a a stand-alone fast-moving development team that is unconstrained by pace and
roadmap set by Online
Nature of new business opportunities
IncrementalProvides a rich and cost-efficient channel to meet recruiter needs
Disruptive Channel offers opportunity to address
unmet needs as well as develop/extend offer
Requires Innovative propositions supported by non-
traditional partnerships and business models
Online vs. mobile
Mobile momentum
• Your mobile is a truly personal device
• Your mobile surfing is not monitored by your employer’s web security team
• Response to your mobile device is instant
• Your mobile is always with you when:
• Viewing opportunities
• Finding appropriate careers
• Applying for roles
• Finding the interview location
• Interview process
• Post interview follow up (by recruiter)
• Needs integration to overall recruitment strategy
• Where does mobile play a part in the recruitment process???
• Candidate Attraction? Exciting new channel for contact
• Candidate application? Make the process simpler
• Candidate shortlist?
• Candidate Management?
• Recruiter login to allow remote access?
• Personalised dashboard of job status (for the hiring department)
• Personalised dashboard of candidate status? (for the HR function)
• Key dates / times to trigger alerts via SMS
• (insertion, closing date, interview date/time)
The recruitment market
Relevant, useful copyxxLack of useful contentxIrrelevant, copy heavy
Content
Exploit templatesxxUse of templates on certain handsets
xNo templates
Optimised device detectionxxNo device detectionxDevice detection only looks at screen
Optimised navigation, breadcrumbsxxPoor formattingxPoor formatting User journey
User friendly stylingxxPoor stylingxPoor styling
Enhanced and appealing designxxAverage – not consistentxDated Aesthetics
Advanced search, user personal profile
xxno salary criteriaYes Advanced search
Recruiter accessxxxRecruiter access
Recruiter loginxxxRecruiter login
ApplyxxApply
RegisterxxxJob hunter register
Proposed SolutionTotaljobsMonsterJobsiteFunctionality
Comparative analysis of .mobi sites
Practice interview from the appxxxBe My Interviewer
Relevant, useful copy in the appxCareer section, links to web
xCareer section, copy heavy
xLacking Content
Newest, nearest, advanced search
yes, no advanced search
Yes, but no advanced search
xSearch Filters
Cutting edge, appealingxCould be improved
xCould be improvedxCould be improved Aesthetics
Career advice PodcastsxxxPodcasts
Alerts notifying user of job match
xxxPush email notify
Search location via GPSxLocation Aware
Recruiter accessxxxRecruiter access
Recruiter loginxxxRecruiter login
Apply from the app xDirected to website
xDirected to websitexApply
RegisterxxxJob hunter register
Proposed SolutionTotaljobsMonsterJobsiteFunctionality
Comparative analysis of iPhone apps
Monster – Monster .Mobi site lacks useful functionality, i.e. no advanced search – Jobsite .Mobi is superior in this case
Monster does allow users to apply for jobs from the site and we generally found the user journey to be a better experience than Jobsite .Mobi
iPhone comparison (available exclusively on iPhone, not Android or Blackberry or Windows)
Monster – makes use of Location Aware tool and includes useful content on career advice. overall delivery is poor and ‘apply’ functionality is misleading
Totaljobs – makes use of Location Aware tool. ‘Apply’ functionality is misleading, and overall the
delivery is very poor – the app seems lazy
Jobsite – easy enough to use, however the app is lacking in functionality, iPhone features, content.
Hays Recruitment has launched an iPhone (only) app allowing job seekers to search for opportunities on the go
Michael Page International has invested in a .Mobi site in order to increase engagement with job hunters on the go, and make
their services accessible to candidates that live in areas with low broadband penetration
Summary of findings
� Daily proportion of mobile phone use by activity, by age. [Source: Ofcom, December 2010]
� Daily proportion of mobile phone use, by demographic. [Source: Ofcom, December 2010]
� Co-occurrence of media activities with mobile phone use. [Source: Ofcom, December 2010]
