incentivated camerjam mobile finance masterclass

Copyright Incentivated Limited 2011 www.incentivated.com

Publishing across different mobile platformsJonathan Bass, Managing Director

20 May, 2011

Copyright Incentivated Limited 2011

Contents

About Incentivated

Mobile marketing best practice

Financial services examples

NFC marketing

Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011

Who we are

Incentivated is an independent technology company and mobile marketing services agency

We have 10 years’ experience operating exclusively in mobile marketing

We help our international client base deliver integrated acquisition, CRM, and mCommerce campaigns and services using the mobile channel

Summary


Who we areJust some of our clients


What we do

Technologies5 formats

enterprise messaging (SMS, MMS etc)mobile internetappsshort codes and QR codeslocation marketing

Services2 consultancy offerings

creativestrategy

Needs3 key areas of client activity

acquisitionCRMmCommerce

Full service capability


How we do it

Messaging Gateway & Software Company

Mobile Marketing, Internet & mCommerce

Platform

Marketing, Creative & Advertising Agency

Campaign strategy and executionDesign, build & hosting of mobile internet sites*Mobile advertising planning & buyingConsulting, insight & post campaign analysis

SMS, PSMS, MMS, LBS, 2D (QR etc) barcodesMobile content management system (CMS)**Systems integration and various APIsDevelopment of both handset & server-side apps

Mobile and email marketingMobile internet site publishermCommerce

suiteSelf-serve functionality (“SaaS”)

CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services

Engagement is spread across three levels

*Includes iPhone

and other ‘smartphone’

specific sites

**Phone capabilities database


Contents

About Incentivated



NFC marketing


Mobile is not easy

Progressive enhancement required (multiple presentation layers)

When to build an app or a site‘Native’ as opposed to cross-platform web-apps

Desktop analytics tools do not work properly for mobile

How secure are the devices themselves?

‘NFC marketing’

Implications for SCV

Device fragmentation and different standards make mobile different to desktop


Technologies

A complete mobile marketing strategy includes five components:

Product summary Product summary Product summary

http://www.incentivated.com/productsummary/enterprisemessaging

http://www.incentivated.com/productsummary/apps

http://www.incentivated.com/productsummary/mobileinternet


Strategies

Mobile can be used by clients to enhance their key marketing anddelivery strategies:

Whitepaper

http://www.incentivated.com/whitepaper/mcommerce


The mobile internet has come of ageUsers are already on your site


0%

20%

40%

60%

Source: Appetite, Yahoo! March 2010

Base: all those who access internet on mobile (n=1,240)

Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?

44%

34%29%

Brand

(site)

The Phone Network Provider

The User

5%

You get blamed for a bad mobile experienceNo site at all, or a single mobile presentation layer only, are no longer options


WWW, emails & SMS will drive mobile trafficAccurate device detection is a must

Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011Credentials presentation

Handset detection optionsThere is really only one option


Mobile site implementation

Developing a single mobile presentation layer is false economyA minimum of three is required (smart, feature and legacy phones)

The are four broad approaches:Mobile CSS stylesheet within CMSIntegrated with CMS and client hosted (parallel)

Less risk for the client but reporting is poor (requires access to APIs)

Integrated with CMS and supplier hosted (parallel)Produces a superior result but dependent upon on-going support from supplier

TranscodedQuick to market, but neither highly resilient nor creatively adventurous

It is impossible to do properly without using APIs for handset detection, capabilities definition, content adaptation and reporting

Because of the proliferation of handsets, mobile is more complicated than desktop

Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011Credentials presentation

Approaches to mobile site buildBest practice demands a parallel site, driven from the same content/CMS


The value of third party tools (APIs)

UniquenessFor cellular this is not measured by IP address but a unique andpersistent ID from the mobile networkMost desktop reporting tools misclassify or lose many mobile sessions

Device identificationThere are over 10,000 profiles and 5-10 are added each day

A cached resource will be out of date very quickly

Managing such a resource is costly

Real-time content adaptationMIME type support varies by device, screen-sizes differ, coding frameworks are diverse, handsets have different hard and soft buttons

Mobile relies upon data from mobile networks and handsets are diverse


Design and UX are as important as on desktop

Leading content

Navigation -

Menu

Navigation –

‘Bread Crumbs’

Location dependant content

Time/promo specific content Leading content

Promoting Maps Search


‘Cookie cutter’ or bespoke approach to a site?


Information Architecture

Ability to manage all product centrally

Taxonomy to be shared across multiple sites

Segmented deployment to campaign sites

Product Category Hierarchy

Master Category Structure

Campaign

Site

Primary

Site

Mobile

Site


Enterprise Content Management

MasterContent

English German French

UKWebsite

UK Mobile site

UK Mobile App

CampaignsSocial

Email/SMS

Head Office

Created Content

Translation

Layer

Channel Content

Italian


Apps

Technologies

Device and OS fragmentation is not insurmountableeither native, per platformor cross-platform ‘web-apps’

Don’t build native unless you need to“… develop new apps as web apps, and turn them into native apps when they've been validated.” Daniel Roth, Fortune 500 (AdAge)


A native app comes into its own for games and tools; a site usually suffices

Mobile App or Mobile Website?

Mobile

ApplicationsMobile Web

SiteCross-Platform App

Online content Y Y Y

Offline content Y Y (HTML 5 data store) Y

Audio / Video Y Y Y

Interactive graphics Y Limited Y

Install on ‘home screen’ Y Y (iPhone) Y

Multi-platform Build for each device Y Y

Single entry-point (URL) Requires install step Y Requires install step

Location Services (GPS) Y Y Y

Notifications Y Y (SMS) Y

Development costs Once per OS Once Once

Maintenance costs Repeated per OS Once Once

App store required (cost) Y N Y


An app should interface with middlewareScreen-scraping results in broken links and egg on face


Shortcodes & QR codes

Technologies

QR codes work much the same as the barcodes you see printed on products at a retailer

A code is scanned using a device (mobile) and software (QR reader), and is translated into meaningful information (e.g. web links)

Incentivated’s QR code campaign for STA Travel


Enterprise messaging

Technologies

Reaching consumers with messaging is incredibly effective

74% would opt-in to a brand’s database if done properlyConsumers open to receiving messaging between 10am and 8pm in particular69% happy to receive a message per week

MMS achieves amazing cut-through

Messaging volumes continue to grow –

everyone can use SMS and MMS

Source: IAB/DMA mobile messaging study, September 2010


mCommerce

Strategies

The best commerce strategies encourage consumers to purchase and consume content and products on the go

35%

85%

Increase in mobile retail usage in EU5 from 2009 to 2010*

Of people search for products to buy on their

mobile phones***The comScore 2010 Mobile Year in Review

**Brandbank

2010 mCommerce Content Report


Example mCommerce app -

King of Shaves

Home Page Payment optionsDelivery detailsm-Video


Contents

About Incentivated



NFC marketing


Mobile is used in a myriad of ways

Direct response advertising

Brand building

Sales promotions

CRM e.g. reminders, fraud alerts, surveys

Loan and insurance applications etc

Transferring funds, accessing bank accounts

Like retail, financial services was an early adopter


Enterprising messaging & credit card lifecycleData append is an efficient way of growing a database

APPLICATION PROCESS

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t Sen

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Card &

welc

ome p

ack

Online

In B

ranch

Activa

tion

Balanc

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sfers

& Reta

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Availa

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alance

Curre

nt B

alance

Paym

ent D

ue D

ate

Min

imum

Paym

ent

Outbo

und T

eleph

ony

DM

BT & R

etail r

emin

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Applic

ation

rece

ived

Agree

men

t rec

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Chase

rs

ACQUISITION RETENTION / CRM


Campaign sites, run from www or advertised on mobile, work well

Sites work best for acquisition

Sales promotions and product information are suited to the mobile internet

Few apps achieve the viral success of Barclaycard waterslide/Rollercoaster

Large budgets needed

SMS direct response continues to generate high ROI due to low entry cost

Incentivated’s campaign for Fidelity Investments


Contents

About Incentivated



NFC marketing


Near Field CommunicationSecure mobile payments standard


Biggest change in payments in 40 years

Uses very short distance radio and induction

almost ‘contactless’

Touch to make transaction without the need to enter PIN

Limited to £15 per purchaseConnects to credit or debit card

Same retail infrastructure as Paywaveetc

‘NFC marketing’ for free?

Handset (second chip), app, network operator and card issuer working together


‘NFC Marketing’

After paying with an NFC phone you can collect a voucher as part of a loyalty programme or simple ‘collect advertising’

From an EPOS system or a transceiver in a shop window

Various executions‘bump to browse’‘bump to call’‘bump to message’

DMA/Orange looking for a brand to participate in NFC marketing trial/case study

Not many people know about this

Copyright Incentivated Limited 2011 www.incentivated.com

Thank You

Jonathan BassManaging Director

[email protected]

Incentivated23 Curtain Road

London EC2A 3LTTel: 0845 130 3985

(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone)

mailto:[email protected]

incentivated camerjam mobile finance masterclass

Documents

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strategies mobile

mobile networks

mobile css stylesheet

mobile site buildbest

bad mobile experienceno

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