full whitepaper mobile

8/4/2019 Full Whitepaper Mobile

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White PaperMobileSHARING LEARNINGS FOR AN EFFICIENT

MOBILE INTERNET STRATEGY.

By Isobar & Rossel Advertisingy Isobar & Rossel Advertising

SHARING LEARNINGS FOR AN EFFICIENTHARING LEARNINGS FOR AN EFFICIENTHARING LEARNINGS FOR AN EFFICIENTHARING LEARNINGS FOR AN EFFICIENT


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WhitePaper MobileSHARINGLEARNINGSFORANEFFICIENT

MOBILEINTERNETSTRATEGY.


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A WHITE PAPER ABOUT

MOBILE - WHY?Todays explosion in Mobile media, Mobile websites and Mobile applications is forcing

advertisers to rethink their media strategies and raises the question of their brand

presence in the mobile arena.

We wrote this White Paper to help advertisers address the most important questions

asked when going mobile. This paper covers the Mobile Internet in Belgium, including

Tablets and Smartphones.

We have identified 8 key questions that need to be considered when planning Mobile activity.

We address each of these questions in turn to form a step by step guide to Mobile marketing.

Of course, each strategy should be tailor-made and we would be happy to help you design

the right Mobile experience to achieve your marketing communications objectives.

In this paper, Rossel Advertising and Isobar wanted to share their Mobile Internet

experience by giving two complementary points of view - the editor and media agency.

A mobile strategy has to take into account two main targets the masses and the geeks.

For several reasons, both target groups are important to your strategy. We have taken the

same approach in this White Paper, addressing both beginners and experts alike.

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MOBILE INTERNET,

WHAT IS IT?Mobile technology continues to become more and more sophisticated (Operating

System, Smartphones, data connection, etc.) and current mobile consumers are more

transient, self-preoccupied, less brand loyal. Our goal is to make mobile simpler for you

by demystifying the technical aspects and sharing best practice examples within this

document.

You dont have to go Mobile because its in, you have to go Mobile to EXIST!

Philippe Laloux,

Digital Media Manager, Le Soir.

This attitude is why the brand Le Soir has brand extensions across different media

and forms it is a multi-touchpoint brand.

You cannot compartmentalise your brand because the consumer doesnt. It is not about

being offline or online, rather it is about being inline.

At Isobar, we sometimes hear from advertisers: We want an iPhone app for our brand.

This is not a communication strategy nor an agency briefing.

Dont be blinded by technology. First, ask yourself:

- How can a mobile action help my brand achieve its MarCom objectives ?

- Which mobile action ?

- What is the role and value of mobile across the entire communication strategy?

Our advice is to make the work simpler: start with objectives based on your businessgoals then ask experts about the technology!

Matthieu Vercruysse,

Digital Strategic Planning Manager, Isobar.

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BEFORE STARTING EFORE STARTING EFORE STARTING EFORE STARTING

ATabletPC

isawireless,

portablepers

onal

computerwith

atouchscreen

interface. ATa

bletPC

canbeconsideredahyb

ridbetweenaS

martphone

andlaptop.Itc

onnectstothewebviaWiFi

ora3G

network.

E.g.:iPad,Sams

ungGalaxyTab

let

A Smartphone is a mobile phone that offerscomputing ability and connectivity to the web.

Smartphones run complete operating system software

providing a platform for application developers.

E.g.: BlackBerry, iPhone, Nokia C7 & N8, Samsung

Galaxy S

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WHAT ABOUT MOBILE

IN BELGIUM?

Smartphones

20,2% of the population 15-70 years old own a Smartphone

Tablets

90,4% of the population know of the existence of Tablets

Source: IsobarMobile - Chocolate Barometer - May 2011 - N = 500 Face-to-Face

Representative of the population. 15-70 years old - Field : Research Solution

4%of householdsown a Tablet

10%plan to buy one short

or mid-term

52%of Smartphone owners connectto internet through their mobileat least several times a week

(10,2% of the population)31%

connect everyday or nearly (6,2% ofthe population)

18%of non Smartphone

users plan to buy one

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obileinternet is not aWWW.experiencein miniature!

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Step by Step Guide to Mobile Marketing

THE KEYQUESTIONS

1: What are your MarCom objectives?

2: Is your target mobile?

3: Which mobile presence do you want to develop?

4: With which kind of content?

5: On which mobile platform?

6: How will you promote (your mobile presence)?

7: What do you want to measure?

8: What do you need to anticipate (next steps)?

Advertisers points of view

(Keytrade, Delhaize, NIVEA FOR MEN)

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1: WHAT ARE YOUR

MARCOM OBJECTIVES?To define your Marketing and Communication objectives, we recommend you consider

the old AIDA Model. This marketing model describes thedecision making process

experienced by the consumer starting with

Attention (Awareness): attract the attention of the customer to your brand

or product

Interest: raise customer interest by focusing on and demonstrating the

advantages and benefits to the consumer (instead of focusing on the

features of the product)

Desire: convince customers that they want and desire the product or

service and that it will satisfy their needs

Action: lead customers towards taking action and/or purchasing. It drives

to consumers to Point-of-Sales, and/or m-commerce.

The 4 levels of decision making can be fulfilled with mobile actions. Mobile should

not be considered as a media that only fulfils a limited role, it is able to respond to

many different objectives from awareness to call to action, through to reputation

management.

As part of the mobile strategy, the Engagementand the

Dialoguebetween the consumer and the brand mustbe considered as Mobile supports a 2-way relationship.

This additional key benefit should be embraced and

planned for.

A

I

D

A

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Interest

Desire

Awareness

1: WHAT ARE YOUR MARCOM OBJECTIVES?

A

I

D

A

Action

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2: IS YOUR TARGET

MOBILE?After having determined your objectives, you must identify your target group and

whether they are mobile. As mentioned before, the mobile audience that can be reached

on Smartphones and Tablets is still a limited audience but they are far more engaged. They

consume a lot of information, they want and need attention, they are power-users and they

have influence. The mobile audience is part of your other audiences (TV, web, print, etc),

they are not separate and the channels are complementary.

According to recent mobile survey carried out by the OPA (Online Publisher Association),the Belgian Mobile Internet surfer is mostly male, evenly split between Dutch and French-

speakers. Tablets are more used by French speakers.

Smartphone users are primarily between 18 and 34 years old and a little older for Tablets.

Smartphones

Men 67%

Women 33%

TabletsMen 81%

Women 19%

NL

FR

18-34

Smartphones 56%

Tablets 47%

35-54

Smartphones 39%

Tablets 46%

55+

Smartphones 5%

Tablets 6%

Source: Online Publisher Association March 2011 Mobile &Trust

Smartphones

NL 49%

FR 51%

TabletsNL 43%

FR 56%

Gender

Age

Language

Also use

76%

of Tablet users

are also user

a Smartphone

17%

of Smartphone users

are also user

a Tablet

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According to the Rossel Advertising Mobile Survey (September 2010, 883 respondents,

French speakers), Belgian Mobile users have a higher level of education (72%), have

a full-time job (75%) and live in urban area. The majority work in the Finance, Media,

Administration and IT sectors (almost 50%).

Educational level

Post University 11,80%

University 26,20%

College 34,40%

Higher secondary 21,90%

Lower secondary 5,10%

Primary 0,70%

Professional situation

Full time 75,10%

Student 10,10%

Housewife 1,40%

Retired 3,60%

Unemployed 4,10%

Part time 5,80%

# People in the household

1 13,40 %

2 27,50%

3 18,70%

4 26,40%

5 10,60%

6 3,10%

NC 0,30%

Situation

Single without kids 15,40 %

Single with kids 4,40%

Married without 21,20%

Married with kids 45,20%

Live with grands 11,70%

Ohers 2,20%

Profession

Employed 37,60%

Management 23,80%

Others 13,30%

Independent 11,90%

Teacher 5,10%

Liberale profession 4,90%

Worker 3,50%

2: IS YOUR TARGET MOBILE?

As with any communication plan, it is important to defineyour target audience, to have clear segmentation and

to analyse the relationship between your target and the

media they consume; in terms of reach, and quality of the

relationship. This will justify the usage (or not) of the channel

and will give clear clues about the consumers expectations.

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3: WHICH MOBILE

PRESENCE DO YOUWANT TO DEVELOP ?Mobile fits into the Bought Owned Earned model:

Bought Owned Earned

Bought

Text or display advertising

on mobile websites or apps.

Today, all Belgian media

brands are mobile buying

mobile media space with these

media owners presents a newaudience opportunity.

Tip: Dont forget to check

whether the landing page

the user sees after clicking is

optimized for mobile use.

Owned

A brands own mobile website,

application or service. More

and more brands have

optimized their website to

be usable on mobile, or

developed their own apps.

Tip: Use bought media to raise

awareness for your mobile

presence.

Earned

Earned media is a consequence

of a brands actions. And in

the mobile space, word-of-

mouth, online or offline, is a

main influencing factor on

the awareness, considerationand use of a mobile service.

In general, Social Media and

mobile act as twins.

Tip: Take time listening to the

feedback you will receive. Its

free and you will learn a lot.

Print, Advertising,

Partnership, Television,

Banners, Sponsorships,

Media deals, Radio,

Paid search...

Websites, SEO, email,

widgets / apps,

social network pages,

communities, content

service extensions ...

SEO, facebook, digg,

you tube, comments,

twitter, flickr, blogs,

forums, emails...

The 2 main considerations are:

- Are you positioning your brand on mobile touchpoints belonging to others?

- Are you developing your own mobile territory?

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OperatingSystems (OS):

the main program of a

computer, a Smartphone or

a Tablet that manages the other

programs (e.g.: Windows for a PC,

iOS for an iPhone,). Android is an

OS available for different brands

of Smartphone and Tablets

(Google property)

8 THINGS YOUSHOULD KNOWBEFORE GOINGTO A BUSINESS

LUNCH ...

Cloudcomputing:

the use of computer programs

on the Internet rather than on your

own computer (source: Macmillan

Dictionary). All of your data, settings

and programs could be hosted on the

internet rather than on a computer so

that you could access them from

anywhere, not just on your

computer.

HTML5:an informatics

language that allows

programs to run through a Web

browser rather than a specific

Operating System. This means consumers

will be able to access the same programs

and cloud-based content from any

devicea personal computer, laptop,

Smartphone, or Tabletbecause the

browser is the common platform.

(source: McKinsey quarterly)

Geo-localisation:if you authorize your device,

it can say precisely where you

are in order to give personalised

information specific

to you (e.g.:AroundMe on iPhone)

or for sharing with your Social

Network (e.g.:Foursquare /

Facebook Places)

Augmented

Reality:based on the image producedby the camera, your device

adds additional information to the

screen (e.g.: directions of metro

lines, name and history of a

building)

QR codes :(Quick response) or any codes:

a barcode-like feature that your Smartphone

is able to scan in order to receive additional

information. Check the case QR Codes Reporter

Sans Frontires on Youtube or by scanning

RFID:(Radio-Frequency

Identification) and NFC (Near

Field Communication) are technologies

like barcodes, which identify items and allow

you to connect online with offline. The common

wording is contactless. For example, you simply

have to place your mobile within a few centimetres

f a scanner. And the transaction is that easy. Some

permarkets and services such as transport are testing

s solution at present. Check the case Coca Cola RFID

on Youtube or by scanning

Browsing(vs app):

The browsing part of mobile

refers to the use of Mobile websites

running on the browser of a device

using standard internet technology (HTML)

which can be fully accessed via a data

connection. This concept is often opposed

to mobile applications, which are (mini)-

programs created for a specific mobile

platform that must be installed on

the mobile.

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4: WITH WHICH KIND

OF CONTENT?You need to think about the value offeredto your audience. Start with your target

needs and try to meet them with your content.

Bought media (Media buying)

1. In terms of your advertising message, bear in mind that a mobile screen is mostlikely to be very small. The first advice is KISS (keep it short and simple). Dont forget

that Smartphone usage is immediate - people are looking for information; they expectto find it easily. Example: The majority of the traffic on the Le Soir iPhone application is

generated by the homepage la une. When using mobile, people are looking for fast,

breaking news.

2. Optimise your banner and landing page for mobile consumption! Indeed, asthere are a lot of different screen sizes, your banner and landing page should be

adaptable to each size. Fortunately, there are automatic ways to do this.

3. For advertising on Tablets such as the iPad, try to take advantageof the fully interactive possibilities of this device to offer more immersiveadvertising experiences (video, sound, touch screen, etc). For inspiration,

check the case called Creative iPad Ad VGT on Youtube or by scanning

this QR Code.

Owned media (your own mobile website, application or service)

Remember the KISS notion as mentioned previously.

One way to create relevant content is to look at the activities on a mobile and select the

most appropriate content for your target. According to the Rossel Advertising Mobilesurvey, the top five interests on a mobile website are: news, restaurants, cinema,

social and concerts. For a mobile application, the top five are geo-localisation, social

networking, news, gaming and radio listening.

Another way to define your content is to look at the time of the day people use mobile

devices. For example, iPads are used a great deal during the evening in living rooms

(see chart on page 17). So you can offer more engaging content then because people

have more time to consume it. To keep your content relevant, users expect you to

updateit frequently. So we recommend you make these content feeds as automatic aspossible. To make this happen, select an efficient and capable IT partner.

Tip: Offer something of value that your target group could pay for even if you give it for free.

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4: WITH WHICH KIND OF CONTENT?

MEDIA USAGE DURING AN AVERAGE DAY

Source : Rossel Advertising internal research

print

online

mobile

iPhone

iPad

Sele

ctivity

before 9 AM 9h - 12h 12h - 14h 14h - 18h 18h - 19h after 7 PM

morning afternoon evening

300

250

200

150

100

50

0

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5: ON WHICH MOBILE

PLATFORM?After you define your mobile presence, you still need to define your approach for the

mobile platform.

Bought media (Media Buying)

Do you need to advertise on a mobile website, mobile

app, web app, a Smartphone app and/or a Tablet app?

Depending on your message and the value of your

proposition, your media agency and media sales

house will help you to select the right mobile platform

to advertise on.

Two main approaches should be considered with regard

to the objectives:

Traffic to a mobile landing page - planning will be

carried out by selecting media brands with a large

mobile audience and affinity with the target audience.

Traffic to an App in a market place - planning will

be carried out according to the device environment.For example, while promoting a Nokia app, you will

advertise on Nokia devices only.

Click to call actions within the banner are powerful for

generating traffic to a call centre. It is immediate and a

mobile landing environment is not necessary.

Here is how the brand Le Soir developed its mobile

presence, step by step:

Owned media (your own mobilewebsite, application or service)

In the owned space, you can choose between

mobile website (running on the browser of the

device using standard Internet Technology, HTML);

application (programs created for a specific

mobile platform that must be installed)

In the near future, there will probably be standardisation

across the market. There wont be differences between

OS, Smartphones and Tablets anymore. This is why the

third option of a web app (using HTML5) can be also

envisioned.

Immersive game

More user friendly interfaceSelling a product and services

Interaction with hardware

Appstore search optimisation (ASO)

Multi devices compatibility

Reach

Content freedom

Needs installation

Application

Mobile

website

X

X

X

X

X

X

X

X

X

Lets take a look at this

comparison dashboard.

2008

2010

2011

Spring Site Mobile m.lesoir.be

January Application iPhone

May Application Androd

June une Application iPad

April Application Blackberry

in progress SymbianWindows Phone 7

HTML5

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Manufacturer Operating System App Market # of available Apps

Apple IOS Appstore 408.969

Google Android Android market 203.143

Ovi Nokia Symbian Ovistore 29.920

BlackBerry RIM BB world 26.771

Microsoft Windows Phone 7 Windows phone 11.731

THE BIG FIVE

COMPETITIONNumber of visits from mobile: X 4.8

Number of page views: X 5.4

Number of visits to a selection of representative Belgian websites.

Source: iProspect (SEM department of Aegis Media Belgium)

Since the beginning of 2010, surfing from mobile devices has increased considerably. The

number of visits and number of page views has multiplied by 4 to 5 times.In terms of volume, every device and Operating System is on the increase with double digit progression.

In terms of Share of mobile surfing, the landscape is changing quickly and significantly:

iOS, the OS of Apple (iPhone + iPod touch + iPad), has increased from 75% to 80%, mainly driven by the iPad

which is now the main device for mobile surfing. Android, the main challenger, has grown from 3% to 10%,

gaining a share of the market from iPhone and other Smartphones.

Other brands (Windows, Blackberry, Symbian) are battling it out for the remaining 10%.

This is a highly fragmented and competitive market.

The future could bring more standardisation across the market. This is why a cross-platform strategy

(HTML5) could be important.

We recommend starting with a solution that has a large reach to your target audience. The iPhone is the

most widely used Smartphone for the Internet (not a leader in terms of equipment share of market, but in

terms of mobile page views).

iPhone62%

iPodTouch13%

iPad

38%

iPhone37%

iPodTouch6%

5: ON WHICH MOBILE PLATFORM?

iPad 38%iPhone 37%

iPod Touch 6%

Windows 0,5-1%

Android 10%

Symbian OS 4%

Blackberry 2%

Others 2%

iPhone 62%iPod Touch 13%

Symbian OS 12%

Windows 4%

Android 3%

Blackberry 3%

Others 3%Q1 2010 Q1 2011

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6: HOW DO YOU WANT

TO PROMOTE?Once you have developed your mobile presence, you still need to promote it.

There are 6 approaches.

1. Advertising

There are many ways to advertise on mobile

from classical display to blind networks. Theaverage CTR (click through rate) remains

high at the moment and the conversion rate

is significantly larger if the decision-making

process can be completed within the mobile

environment, i.e. mobile compatible across

the whole consumption process.

The promotion of your mobile presence can

be carried out on mobile, online and offline!

2. Application stores optimisation(ASO)

This approach is limited to the promotionof an application (not applicable for mobile

websites). Most application stores are based

on rankings according to category, release

date and, above all, user feedback.

So, make sure you:

- pay attention to the user experience in

order to receive positive feedback

- polish up your app description page (use

screenshots, accurate explanations)

- predict updates to capitalise on the

newness effect.

Just like SEO (Search Engine Optimization),

Application Stores Optimization must have a

clear strategy from the start.

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2. Applicationstoresoptimisation

1. Advertising

6: HOW DO YOU WANT TO PROMOTE?

OUTDOOR

Usage of QR code.

You just have to scan the code

with your Smartphone

and you can receive

additional information.

MOBILE DISPLAY

example : promote

an iPhone app via

a banner on iPhone

Media app

MAGAZINE

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3.Preinstalled approach

One of the best ways to generate traffic on

a mobile website or app is the integration ofyour content directly on a device.

Example: this is what Rossel did with

Samsung. Netevents & Cinenews websites

were integrated into the new Samsung

devices so people who bought a Samsung

phone could directly access the website with

a widget on the mobile phones initial screen.

4.Partnership /portal approach.

Use mobile portals to promote your

application or mobile website.

Example: Rossel used the French portal

lewebstore.fr to promote the Le Soir iPhone

app. This portal is dedicated to useful Mobile

applications and websites for iPhones

and offers users a ranking according to

categories (news, lifestyle) and a search

engine to find content optimized for their

iPhone.

To promote the Nokia E7, Nokia partnered

with Le Soir and integrated the Le Soir tag

line On aura toujours raison de louvrir to

promote the newspaper app in the OVI Store.

6: HOW DO YOU WANT

TO PROMOTE?Once you have developed your mobile presence, you still need to promote it.

There are 6 approaches.

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4. PartnershipOVI Store/NokiaE7/Le Soir

4.PartnershipLe Soir/the French portal lewebstore.fr.

iPhone application


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6: HOW DO YOU WANT

TO PROMOTE?Once you have developed your mobile presence, you still have to promote it.

We can summarise your possibilities in 6 approaches.

5.SEO / SEA

With Google Adwords for mobile, you can

target users of iPhone, Android, webOS &iPad while theyre searching on Google.

To support the VOO iPhone application,

Isobar and iProspect created an Adwords

campaign (keyword based) targeting

iPhone users only.

6. Social Media and Public relationsapproach.

With social media apps ranking in the top 5and a tech savvy user base, it is no surprise

that social media plays an important part in

mobile users lives.

A main influencing factor for discovering an

app is word-of-mouth.

The launch of iPhone app Le Soir in January

2009 is good example: Thanks to the use of a

PR campaign (press release & communication

through our brands) and social networks

(Facebook & Twitter), Le Soir became the

number one app within 12 hours on iTunes

in Belgium & Luxemburg. Overwhelmingly

positive reactions were received from iPhone

users on iTunes, lesoir.be, Belgium iPhone,

Facebook and Twitter

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5.SEA

VOO iPhone applicationUsers clicking on the ad were

redirected to the download app

page in the app store.

6. Social Media and Publicrelations approach.Le Soir iPhone app relayed in social

media (15,000 downloads in the first10 days)

6. Social Mediaand Public relations

approach.

NIVEA FOR MEN iPhone

application using sharing

buttons

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7: WHAT DO YOU WANT

TO MEASURE?Measurement in the mobile space remains one of the biggest mobile challengesfor

many reasons.

Media consumption

One of the most advanced countries in the

world when it comes to mobile measureauthentication is France, with Mediamtrie.

It uses a site and user-centric approach

with cooperation between telecom systems.

However, this measurement doesnt take into

account wi-fi, iPad or Blackberry information.

In Belgium, the CIM launched a mobile

taskforce a few months ago. Its mission is

to develop a model adapted to the Belgian

mobile ecosystem based on other countries

experiences (Mediamtrie in France,

Comscore in UK, etc.).

Campaign measurement

Mobile Advertising can be measured in the

same way as a classical digital campaign(impressions, clicks, CTR, etc.) with different

tools available on the market.

Delivering ads on mobile devices is not new

and day after day, tools are becoming more

and more powerful at achieving this. We have

observed a shift from pure mobile ad servers

to standard ad servers which are now able to

deliver ads to phone devices.

Big names such as Google Doubleclick,

MediaMind, Medialets etc. are now fully

able to provide classical and rich media ads

to Smartphones and Tablets with ease. All

digital channels are now integrated within

these online platforms so that you can not

only deliver all your campaigns via all the

digital channels, but you can also do so

using the same tracking method, which isnt

the case when using different tools to deliver

classical digital media campaigns and mobile

campaigns.

At Isobar and Rossel Advertising, we

systematically measure all mobile campaigns

using the most appropriate tools for each

client.

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8: WHAT DO YOU NEED

TO ANTICIPATE?In the Mobile world, everything goes very fast ! So we recommend you anticipate as far

into the future as possible. Consider your mobile strategy with a long term vision and

a flexible approach. Mobile is not always a one-shot story (e.g. : Vuvuzela application);

you could be in it also for the long haul (e.g. : Banking application).

FIRST OF ALL,keep a budget provision

for the unexpected! Its better

to plan ahead and be able

to react quickly.

Decide which developer name

to register the app under (Your

company name? The developer

name?) In the App Store it is

difficult to change an existing

app from one developer

account to another.

If you plan to sell products

or services as part of app

purchases, dont forget the

manufacturer fees in your

business plan

(e.g.: 30% for Apple).

Dont forget to invest time in

making a great application logo

and an explicit landing page.

Make people want to download

your app!

Keep in mind that you will

have to regularly update your

mobile content. See this as a

new and constant opportunity

to contact your audience.

Keep your mobile website

optimized even for new Smart

Phones entering the market.

Specific to Apple:

Validation of your app: Apple holds

the final decision when it comes to

the publication of your app, so take

into account the validation time. Anaverage validation time ranges from

10 days to 3 weeks.

Here are some examples of what to anticipate:

Some practical considerations:

Determine who you

want to hold ownership of the

code and write this into the

contract with the developer of

your app.

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SOME ADVERTISERS EXPERIENCES

How is mobile important for your company ?

The purpose of Keytrade Bank is to bring financial services through electronic means. Therefore, mobile

has always been in the scope of our services delivery, even in the early hours of WAPNonetheless, the

2008 financial crisis has actually accelerated our intention to propose a full mobile solution. The reason

is that everyone realized we entered into a new area of volatility (rapid fluctuation of stock prices on the

financial markets). This implies that the private investor must be able to react immediately wherever/

whenever and not be bound to a classic web access. Previously, the need for mobile access was

probably more the concern of the very active traders. With the crisis, even blue chip stocks owned by

a large proportion of private investors could suddenly become very volatile. At the peak of the crisis,

those who were on travel or in meetings could not sell or seize purchase opportunities on time. Mobile

is therefore not meant to replace the more comfortable classic web access but to offer a robust

alternative while on the go.

How did you manage the mobile presence of your brand

(mobile website, apps, advertising, ) ?

In order to propose a solution for a large proportion of our clients base, we launched in June 2009 a

mobile site that offers a good level of usability on most smartphones, especially iphones, HTCs and

Blackberrys. Again, our mobile solution was not meant to capture a totally new audience but to offer an

alternative channel to our existing audience as well as to differentiate versus competition. Our existingaudience was of course informed thanks to our classic public and private websites [owned media].

Prospects that were particularly sensitive to the mobile aspect were targeted thanks to the sponsoring

[paid media] of most mobile applications launched by Belgian media groups the last two years [Le soir,

De Standaard, Le Knack, laDH, De Morgen RTL, Trends, ]. Our main message was: a mobile bank

for mobile people, reinforcing our positioning of leader in online banking. We also enjoyed positive

reviews in the press [earned media].When BNP Paribas Fortis launched its own mobile site 1,5 year

later (with much more financial means invested in paid media), some journalists were kind enough to

remind their readers we were the true innovators in that field with a solution that was covering both

banking and trading services (while Fortis limited itself to basic banking functions).

How do you consider the mobile in a long term vision?

No doubt that internet will go mobile, and so will internet banking. Our choice of launching a mobile

site first is not in opposition with the perspective of launching more ambitious applications in the future.

It was just a matter of priority. On the contrary, we acknowledge that tablets are potentially definitive

substitutes to laptops and therefore will necessitate services that fully exploit the features of tablets or

more sophisticated smartphones. On the other hand, the proportion of mobile trades today is still

marginal. As a matter of example, you could also have a look at the desk of a professional trader

today: he needs four large screens to have all the info he needs at his disposal in just one look. Mobile

financial decisions are not comparable to mobile consultations or e-purchases decisions, therefore I

think that the comfort of a quiet desk equipped with a large screen will remain the preferred place to

make your financial decisions for the next couple of years to come.

Thibault de Barsy / Sales & Marketing Director at KEYTRADE Bank

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How is mobile important for your company ?

Mobile is very important for a company such as Delhaize for several reasons. Mobile can

help grocery retailers to interact with their customer by providing them info (store locator,

opening hours, ) and time saving services (smart grocery list, online ordering, recipes,)

through Mobile application. On top of that and after some developments, it can be seen as

an extended device for the customer with which he will be able to perform a lot of actions

himself into the store (scan articles, find articles, get personalized promotions,).



The launching of a Mobile application is a important moment in the life of a company.

Because once its done youll never go back. We decided to be present on mobile via an

iPhone app in order to benefit from specific functionalities, as geolocalisation. The same

app available for other platforms as Androd is a work in progress.

There, I must admit that we made a mistake. We launched our application when it was not

totally satisfying the customer expectations. In fact we launched the application knowing

that critical functionalities were missing without informing our customer that those were

coming a month later. We were too hasty for bad reasons. Now we are working on an

advanced version of our application that should fulfill all expectations.

After this experience, I would redo it this way:

- Have an application that really bring something more to the customer and that is finalized

- Send appropriate press releases

- Communicate as much as possible on our own website

- Give the possibility to the customer to react directly to you on your application allowing you

to take corrective actions if needed

How do you consider the mobile in a long term vision?

With smart phones Mobile will be more and more linked to the everyday life of the people.

Mobile is then there to last and companies should take that into account.

Louis Martin / Director E-Commerce at Delhaize

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NIVEA FOR MEN

iPhone application,

Developed

by IsobarMobile

and Sinapse




The brand NIVEA FOR MEN has launched a campaign (on and offline) aimed at men who like or play

sport. The contest un cri pour un sponsor/1 kreet voor sponsor invites them to record their team cry

with 3 friends, and to promote their cry to gain the most votes as possible. The team that receives the

most votes win 3,000 to reflect its passion for SPORT.

Isobar advised NIVEA FOR MEN to use a mobile application to facilitate this participation. In that way,

people could record their cry via a Smartphone, wherever they wanted: near a sports field, in the

changing room... In addition to recording during events at a SPORT Club or directly recording via the

website, people can also register their team cry via the mobile application, which brings modernity to

the brand. We decided to start with an iPhone app, as a matter of priority.

The app has a limited lifespan, related to the planning of the communications campaign.

Audrey FLAMENT/ Internet & Direct Marketing Manager at Beiersdorf

Vespasius

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ISOBARPeoples relationships with brands have been radically transformed by technology

over the past 10 years. In todays marketing communications, interaction and digital

media play a pivotal role.

Isobar is a digital agency powered by Aegis Media and linked with media agencies

Carat and Vizeum. Digital media solutions are at the heart of our work. This work

has evolved considerably these last few years, including Search optimisation, Social

Media management and Mobile.

Mobile is important to us as it is deemed to be an opportunity of Touchpoint,playing an efficient role within the entire MarCom strategy, both offline & online.

The team IsobarMobile is particularly dedicated to this expertise.

The centre of our reasoning is people: their behaviour, their usage and attitudes;

as well as their relationships with media and brands. Technology is only a tool to

enable and strengthen this relationship.

Isobars purpose is to bring people and brands together like never before.

(IsobarMobile: previously Marvellous & GateOne).

Contacts:

Didier Ackermans - Digital & Marketing Services Director

+32 2 663 51 65 - [email protected]

Matthieu Vercruysse - Digital Strategic Planning Manager

+32 2 663 51 24 - [email protected]

Nicolas Vanderseypen - Senior Digital Strategist

+32 2 663 51 42 - nicolas.vanderseypen @isobar.com

www.isobar-belgium.be

www.facebook.com/IsobarBelgium

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ROSSEL ADVERTISINGGrabbing the consumers attention, canvassing for work, going beyond the

traditional media plans, refining and enriching your understanding of the customer,

being right at the cutting edge: in short, finding the right way.

This is a conversation that Rossel Advertising suggests holding with you. Rossel

Advertising comprises a team of editors, embedded at the very heart of the

medias daily activities.

Zoom in on the dynamism of our team. Our brands are strong because our titles

move with the times. Our desire as publishers is to constantly offer our readershipquality information and products. Every single one of our initiatives, whether

editorial or marketing, gradually builds closer ties between the values of our

brands and the expectations of our readers. For you as advertisers, they are your

guarantee that your name will be associated with quality media, forming the very

basis for a lasting and effective partnership.

Rossel Advertising opens all the right doors for the professional, keeping its

advertisers involved in all its initiatives, reflecting its dynamism and cross-media

transversality. As a pioneer, Rossel Advertising has integrated mobile into its strategysince 2008 with the launch of mobile websites. Today, our brands are consumed via

mobile devices, as well as via social media channels and printed matter.

Our news brands are multi-touchpoint brands. So, mobile is as important as

traditional media. Our organisation follows this trend. In fact, over the last months,

we launched several projects (Mobile Internet study, iPad roundtables, mobile

training sessions dedicated to the market, integration of a mobile specialised

ad-server, creation of a mobile experts team and set-up of a mobile development

structure app factory etc. ).

Contacts:

Grgory Vandenschrick Digital Sales Manager

+32 2 225 52 41 [email protected]

France Skilbecq BtB Online Marketing Manager


Frdric Martins Marketing and Business Development Manager


www.rosseladvertising.be

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MANY THANKS TO Deirdre McGlashan, Thibault de Barsy, Louis Martin, Audrey Flament,

Hinde Kebbache, Benoit Michielsens, Laurent Kestens, Solange

Delespes, Jrme Geneste, Philippe Laloux, Gaetano Alemanni,

Fabian Tilmant, An De Clercq, James Gehrke, Marketum...


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Brussels, June 2011

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