Mobile Game Changers #14 (updated) - Innovation Hydration - 33 Talent event - Singapore - 5th may 2014

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Mobile Game Changers #14 33 Talent - Innovation Hydration event - 5th June 2014 Bartini Kitchen, Singapura Ville Kulmala Twitter: @villekulmala


Mobile Game Changers

1. Mobile Web for Mobile Marketing

•  Case for Mobile Web as mobile marketing tool

2. Mobile Word-of-Mouth

•  How to take advantage of WOMM in a mobile web

3. Social Mobile – The Big Picture

•  Past, current and future of mobile social media


Who am I? Ville Kulmala (Finland) •  Over 15 years in technology industry. Technology and

Business Consulting for global companies such as Nokia, Accenture, ING, ABN AMRO, Heineken, LibertyGlobal, KPN, Areva, Logica and Fortis. as well as striving startups.

•  Mobile Spark is a mobile consultancy, based in The

Netherlands and Hong Kong. •  Chairman for a large regional mobile industry platform -

Mobile Monday Thailand.


Mobile Web for Mobile Marketing

It’s an App World - The Web Just Lives in It

Ref: 2014 - Flurry - Time spend on iOS & Android devices

Look more closely. Besides gaming it is all web content browsing.

Positioning - Mobile Web vs. Native Na#ve apps and mobile web have differen#a#ng posi#oning for a client interac#on.

Mobile Web ➔ Discovery - Linkable - Searchable - Shareable - Trackable Native Apps ➔ Loyalty - Mobile interface for web browsing Ref. Google

Mobile Marketing Perspective “Funnel” Mobile Web vs. Na.ve -‐ User acquisi+on differences Na#ve apps and mobile web con#nue to grow on separate paths.

Loyalty New Customer

Convert Exis#ng Customer

Loyal Customer / Evangelist

Mobile Web

Discovery

Na+ve (web too..)

Mobile Word of Mouth

What are your 3C’s ?

Complete Consumer Cycle “Consider your customer’s full interaction cycle”

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.

Case Study – High Impact Facebook Spotify •  Fully integrated mobile app to FB •  Facebook Timeline since Jan 12 •  Sharing enabled in-app •  Artist pages link to Spotify •  Facebook / Spotify partnership - hardware “All roads leads to listening music on Spotify” Truly mobile advertising platform AUDIO + Spotify owns complete customer profile VISUAL

Case Study – High Impact Facebook

On May 21 - the music streaming service announced that it hit 10 million subscribers and 40 million active users.

Case Study – High Impact Facebook API for Social Mobile marketing for both 1) Seamless Physical (Audio) and 2) Digital (Social Media)

Case Study – Web-Only Mobile Content Financial Times – Web App • Reading offline – saving a shortcut to your home screen so you can read it offline, at any time, just like one of our existing apps. • Web browser access – no download needed. • All access – one registration or subscription will offer customers access to FT content through a range of devices or on a PC. • Speed – the new app offers improved performance. • Automatic updates – instant product improvements with no need to download new versions of the app.

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

Case Study – High Impact Twitter Nike closing FuelBand. Social Investment Sticks. Competition is tough. Fitbit, Jawbone, Samsung, Apple, Tizen, etc..

Case Study – Social Mobile - LINE LINE is biggest social media (mobile) competitor to Facebook outside of China. Users: 440M Global - 28M+ Thailand (Active)

Case Study – Social Mobile - LINE Thailand based startup aCommerce enable flash sales through LINE.

Case Study – LINE-Commerce LINE-commerce is becoming very serious topic in Thailand. LINE’s flash sales event in the country saw 20,000 people shopping and browsing at one time.

What is LINE Flash sales? Exclusive product offering sent and bought directly through LINE’s social message once a week.

Case Study – Social Mobile - LINE LINE flash sales quite working solution for M-Commerce.

Case Study – Social Mobile - Tencent First WeChat Experience Store Opened by Chinese Discount Store Shopin

Case Study – Social Mobile - Tencent WeChat sold 388 Smart (Mercedes) cars in 3 minutes on a mobile. Transactional Marketing

Case Study – Social Mobile - Tencent WeChat user base 500 million users. Opening up to SME’s as a platform to sell anything, powered by e-commerce giant Tencent. Mobile Social platforms trending into a retail.

Social Mobile – The Big Picture

Social Macro perspective – 5 yrs ago

Social Macro Perspective – 4 yrs ago

Social Macro Perspective – 1 year ago

“110 million songs, albums and radio stations have been played 40 billion times” via Facebook-integrated apps and “1.47 million books have been shared.”

Social Macro Perspective – Future Facebook buys Oculus, MWC iBeacons, Apple health platform, integrated iOS 8, Similar hardware acquisitions Increasing amount of hardware to plug in to.

Social Macro Perspective – The Law

Mark Zuckerberg - 2008

Social Macro Perspective – The Law

Social Mobile Web •  More sharing about everything, increase of sharing without ac+on •  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 opportuni#es on a mobile Take advantage of new mobile tools •  Posi+on yourself for the growth – being first does pay off, but it

can be painful

Social Macro Perspective - The Future

Conclusion 1.  Mobile Web Content 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

Thank you! Ville Kulmala Twitter: @villekulmala