Finding Your Edgein an Increasingly Competitive

Mobile Environment

presented October 4, 2011

Mobile/Portable Landscape of Today

� Smartphones = Mobile� Small screens

� Touch Interface

� Always Connected

� Tablets = Portable� Tablets = Portable� Bigger Screens

� Touch Interface

� Not Always Connected (wi-fi)

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TabletsMobileStationary

Post-PC ONLY EraPeople are just reaching for the best screen available.

� Mobile Devices� Connect people to each other

� Connect the physical world to the digital world

� Go everywhere

� TabletsTablets� Are primarily for accessing the digital world in place of a desktop or laptop

� Desktop and Laptop� While not as mobile/portable, still deliver more computing power

� Bigger Screen (more workspace), more precise interface (keyboard & mouse),

more capabilities

� Computers sales may slow due to Smartphones and Tablets, but they will remain essential to work and home. – Let’s know our opportunities and manage expectations.

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Mobile Opportunity

MobileDesktops

Laptops

Universe of Access Opportunity for Interaction by Location

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Tablets

Laptops

Desktops

Mobile

Tablets

Not to any scale - for demonstration only

Types of Digital Marketers

Real-Time

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Promotional

Product Ordering

Real-Time

Transactions

Is there any digital entity without a mobile opportunity?

Mobile Maturity Index

6AT&T Mobile Marketing Maturity Index

Optimizing Mobile Presence

Dedicated MobileWeb Site / Web App

� Tailor the Mobile Experience to the user

� Better leverage the power of the device

StylesheetSolutions

� Only one platform/presence to maintain (but two or more experiences)

� Possible lower cost of

vs.

the device

� Separate/Differentiate Mobile experience from Desktop

� Greater Flexibility

� Possible lower cost of ownership (over time)

� One dev team

� Less QA

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Optimizing Mobile Presence

� Outsourcing Options� Proxy Solutions

� Presentation Layer Solutions

� API connectivity

� Letting someone else do the heavy lifting� Letting someone else do the heavy lifting� Hosting

� Device Detection

� Experience Rendering

� But putting a vendor between you and your customer� Solid relationship with forward-looking agreement

� Disengagement Strategy

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Optimizing Mobile Presence

� Native Applications

� Can you leverage the hardware?

� Camera

� Location

� Gyroscope and Accelerometer� Gyroscope and Accelerometer

� Memory

� Near-Field Communications

� iOS or Android (hint: it’s both now)

� iOS users tend to go to the App store first,

but there are more Android phones

� iPhone + iPod + iPad = most devices overall

� What about BB, WP7, etc?

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Mobile Marketing

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Mobile Marketing - SEO

� How do the search

engines see your site?

� Location discoverability

can be key in mobile

It is easier to build with � It is easier to build with

SEO in mind than to

optimize later

� Poor SEO = higher digital

ad spend to get the same

results

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Mobile Marketing - eCRM� Email

� More than 20% of promotional email is now read on mobile devices

� Mobile Email clients render differently than desktop

� Subject lines on mobile are generally limited to 25-35 characters

� Does a text version of the email work well enough? (tracking challenges)

� SMS/MMS

� More immediacy than Email, but can be even harder to track ROI

Almost every phone can receive SMS, but not all have data plans or browsers� Almost every phone can receive SMS, but not all have data plans or browsers

� There is often some level of cost to the customer

� Push Notifications

� Can provide a richer experience than email or SMS or MMS

� Better tracking and lower per message cost than SMS

� Targetable by time, and location

� No government or carrier regulation

� Free to the customer

� But they have to download your app and accept Push Notifications

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Mobile Marketing - SEM

� Search Engine Marketing is

typically very cost effect and can

be optimized

� But Mobile has less paid search

results on the screen (limitation results on the screen (limitation

of real estate)

� It can also be more expensive

(winning the bid for the mobile

customer)

� And can be more difficult to track

results and estimate ROI

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Mobile Marketing - Display

� Mobile banner ads 6X as effective as desktop

� More engaging or fat fingers?

� Hard to miss or tune out

� Can target beyond desktop capabilities

with location and app interaction with location and app interaction

behavior

� Touch screens make inadvertent click

inevitable

� We still do not have desktop-level tracking for mobile display (I2C)

� CPM vs CPC (and sometimes CPA)

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Mobile Marketing – Rich Media & Video

� Expensive advertising

� Bandwidth can kill the

experienceexperience

� Platform limitations

� But it can be a far more

immersive (brand)

experience

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Mobile Marketing – QR Codes

� A bridge from Print to Mobile

� Good for telling a big story

from a small space

� Good for influencing in-store � Good for influencing in-store

decisions while connecting with

customers

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Mobile Marketing – Couponing Services

� Can be sales decision influencer

� Can assist in up-sell

� Can be multi-platform (web, SMS, MMS, app)

Can be geo-targeted, day-parted, personalized� Can be geo-targeted, day-parted, personalized

� 3rd party can do the work

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Mobile Marketing – Social Media

� Social is Mobile

� 350MM Facebook users access via mobile

� Twitter was originally designed around SMS

� LBS and Camera allow the real world to � LBS and Camera allow the real world to flow into social networks

� But social networks have been slow to

provide marketing opportunities

(limited mobile platform)

� More eCRM than anything for now

� Integration can help leverage users

to influence others18

Mobile Throughout the Shopping Process

� Display = Awareness

� Search = Consideration

� QR codes to bridge print to digital

� Mobile Couponing = Decision � Mobile Couponing = Decision

Influence

� Point of Sale Opportunity = Close

sale, cross-sell, up-sell

� eCRM to influence incremental

sales

� Social for eCRM to influence

others 19

Who is really good at mobile right now?

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What Comes Next

Tablets

Cloud

NFC

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Speed

OS Innovations

NFC

Thank You

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Jim McDonnell

Senior Manager, Digital Media and Emerging Channels

Papa John’s International, Inc.

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Question?