mobile marketing channel hurdles

MobileMarketing ChannelHurdles

Sydney, 2011By: Cindy Krum, Mobile Moxie

@MobileMoxie on Twitter

Mobile is FANTASTIC!

• But that doesn’t mean it is always easy!

• You have to:– Be Flexible & Adaptable– Measure & Test– Pay Attention to Trends &

Technology– Think Outside of the Box

Overview: Why is Mobile so Hard?

– Infrastructure– Web Rendering– Screen Sizes– Changing Screen

Orientation– Input Mechanisms– Operating Systems

– Browsers– Load Speed– Data Charges– Regional Expectations– Tracking is Hard– User Education

• Lots of Variables Make it hard to predict how things will need to work

• Things that are Potentially Different:

Start with the Basics:What is ‘Mobile’?

• I get this questions A LOT• The Answer Changes as the Tech Changes• I DON’T Consider Tablets ‘Mobile’

What is a Smart Phone?

• This definition is also changing• Used to be Anything that could

Access Web and Email• Now, it is usually anything with

a True Web Browser or Touch Screen

• If it is not a ‘Smart Phone’ it is a ‘Feature Phone’– Feature Phones were marketed

based on Features Like Camera or Pre-Loaded Apps

Different Infrastructure

• Different Country's Have Different Norms for:– Pre-Pay vs. Post-Pay– Phone Ownership vs.

Subsidized Leasing– Single SIM vs. Multi-SIM– Data Consumption, Roaming

& SMS Charges– 3G or W-CDMA (Japan) vs.

GSM/EDGE

Different Web Rendering

Different Screen Sizes

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Changing Orientations

Different Input Mechanisms

• Number Selection• Thumb-Scroll• Scroll-Wheel

• Roller-Mouse• Stylus• Touch Screen

Different Operating Systems

• iOS• Linux• Android• Palm OS• Symbian OS• Windows Mobile• RIM (BlackBerry)

Australia SmartPhone OS

Different Browsers

Different Load Speed

Different Load Speed(Even Over WiFi)

Bad Connections & Wimpy Networks

Data Charges

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Data Charges

Data Charges

Regional Expectations

• Japan – View Mobile as Separate and Different from Computer

• USA – Charged for In-Coming Text Messages

• BRIC– Feature Phones Still Prominent (Brazil, Russia, India and China)

• Developing – Only Access to Computer, Internet, Phone, TV

• Developed – Supplementary Access to Computer, Internet, Phone, TV

Tracking is Hard

• Mobile Marketing has MORE types of Conversion to track– In-Store Purchases– App Downloads– Map Visits– Calls

• These Must be Integrated with Normal Web Tracking

• Normal Web Tracking Does Not Always Work

Users Are the Biggest Challenge

User Education Lags– Easily Confuses– Unforgiving– Lack of Fundamental Understanding• On and Offline• Apps vs. Web• OS vs. Browser

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Cindy KrumCEO & FounderCindy@MobileMoxie.comIM/Skype/Twitter: SuzzicksFollow @MobileMoxie720-231-7277www.MobileMoxie.com