mobile app part 4

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MOBILE CHAPTERS

11 22 33 44

Mobile Landscape

Overview of recent statistics on mobile industry

Mobile Trends

Highlights current and upcoming trends for mobile

Mobile Case Studies

Featured case studies for each trend

Mobile Roadmap

Template guide/summary of mobile development

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TEMPLATE STRUCTURE

1. Fast Facts•Provide some relevant recent mobile facts/trends to client up-front

•Make the client aware of the fast-changing landscape

3. Evolution of Mobile Marketing

•Describes the status quo of the marketing strategy

•Illustrates how strategy will evolve and move towards the future

2. Category Examples•Specific examples illustrating how competitors are using mobile in relevant industry

•These are the benchmarks that must be improved upon

4. Assess Priorities•Highlight and explain the key features of the strategy

•Provides an honest evaluation of which elements should take priority

5. Next Steps•Explains the costs to the client

•Also an opportunity to highlight the commitment needed from the client

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HONG KONG MOBILE TRENDS

12.48m mobile subscribers (177.7% penetration)

30% 3G subscribers penetration rate

48% have Smartphones

30% of them engage in mobile social networking

24% indicated they do not mind receiving mobile ads

Content/Application is second most important factor when purchasing a mobile for Hong Kongers

Hong Kong youngsters own the most mobile phones across Asia

QUICK FACTS

Update this slide with the most recent and relevant statistics for your proposal category

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CATEGORY EXAMPLE

The Marriot Annapolis iPhone App

• Almost everything you would want to know about the hotel is included

• Presentation is simple, engaging and ergonomic• Ideally this would be a great mobile engagement for

every hotel, but this app only works for one hotel

The App has a huge range of features:

•Watch a short video about the hotel

•Book a room/check reward points

•Restaurant and room service menus

•Schedule housekeeping and wake-up calls

•Send e-mails/feedback to the concierge

•Maps and tourism advice for the nearby area

•Connect with the hotel’s Facebook and Twitter accounts

•Arrange transportation (soon: flight information)

Users can scroll through a picture menu to find what they want quickly

Easy to browse for local attractions and then

Unique features like a wake-up and

housekeeping requests

Update this slide with a strong recent example of a competitor using mobile

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CATEGORY EXAMPLE

• Loyal customers will attend brand events• They can reward their best customers• They can create very engaging

experiences with these tools

Foursquare• Jimmy Choo teamed up with Four Squared to create

“Jimmy Choo Trainer Hunt”.• This campaign connected people in the offline and

online arena to learn about the Jimmy Choo brand lifestyle

• Over 1000 people joined the hunt• Anyone who could catch the wandering pair of Jimmy

Choo trainers could keep them• Allowed the brand to provide more information about

their brand, promote new product line and gain more attention than traditional advertising

• Engages consumers with the brand and lead them to do things that is both valuable for themselves and the brand

Jimmy Choo

Update this slide with a strong recent example of a competitor using mobile

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THE MEDIA LANDSCAPE

BOUGHT EARNEDOWNED

Websites

DIG

ITA

LP

HY

SIC

AL

Brand site Social Media

Banners & rich media

Mobile apps Social & Blogs

Paid Search Search Engine Optimisation

PR / Events

Press / Editorials

Print Cinema

TV OOH / Digital screens

Media The Hotels and Staff

Knowledge and Expertise

In-room media

CSR

Brand experience

Micro-site

Loyalty Programme

Video Channels

Sponsorship & branded content

Influencers / Buzz

Measurement & KPIs

Wo

rd o

f Mo

uth

Customer service

MICE

Banners & rich media


Video Channels

Print


↑

call-

to-a

ctio

n (v

ia d

irect

c

all/S

MS e

tc)

Brand site

Brand experience

Micro-site

Loyalty Programme

Press / Editorials

Convenient access to updated press/stories anytime,

anywhere

Social & BlogsBanners & rich

media


Video Channels

Print


Brand experience

Micro-site

Loyalty Programme

Press / Editorials

Social & Blogs

Use this map to highlight the different areas of opportunities on offline and online media for mobile

Brand site

↑ click through rate

YouTube and user

generated content ↑Brand experience in the hand (i.e. games, customizable products). ↑ sales

Live feed and updates of social community anytime, anywhere

Customer serviceCustomer service

Quicker access to

information and help

service

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Integrated data driven recommendations

Incorporates transaction, web, and customer data

Investments based on ROI

Future State

2

1

MobileSocial

Will overtake PC as most popular way to connect

Emerging markets beginning to dominate

Integrate with CRM/loyalty programs

30% engage in social sites in HK

“Connect on-the-go” to check status, update, message friends

Facebook, Twitter, QQ

User generated content continuing to rise

Enhance experience sharing - Location based services - Augmented Reality

Tailored and integrated User generated content = the

norm Customer in control of

communication

EVOLUTION OF MOBILE MARKETING

Mobile Internet

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Current Near Term

50% own Smartphone in HK 3G key driver Discovery stage Mainly consume data and gather information

Most important consumer “asset”

Lower entry bar for communication

Prevalent worldwide Interactive content Ecommerce- platform for

mobile payments

MobileApplications

Games/entertainment top downloads

Apple/Android accounts for most number of total apps available

Android=:72 000 apps and growing rapidly

Apple: 225 000 apps

Personalization Location-based offers

More powerful applications

Location integrated into content

The world will become smaller

Disposable time disappear

Update this slide to show an overview of the strategic goals

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Future State

5

4

MobileVideo

Near 1:1 capabilities with GPS integrated

Immediate and direct response call-to-action

Combine with digital OOH for interactive experiences

Real-time / live- streaming Interactive elements (i.e. voting) Everyone is CNN “i-reporter” or

“i-sharer”


Mobile Advertising

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Current Near Term

Targeted and personal Gain lift to traditional media

(i.e. SMS on print ad, barcode

OHH)

Most tailored and personal form of advertising

New channel: “shopping on-the go”

Measurable: evolving adv. to be ROI focused

MobilePayments

100M using mobile payments

Strongest growth in Asia Mobile transfer, banking,

coupons, ticketing are popular

2014:500M will be using mobile payments- 8% of total mobile subscribers

Easy/efficient way to process monetary transaction

New “ATM” Act as “e-wallet”

Small screen size Expensive subscriptions Skype, iPhone 4 “face

time” growing importance

Richer multi-media content

iPad/tablets increase consumption

Update this slide to show an overview of the strategic goals

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Future State

2

1

MobileSocial

Understand KPIs, metrics, of WAP users

Build more interactive WAP site (i.e. include virtual tour or bedrooms, games)

Personalize (utilize mobile application tool)

Presence on Facebook, Twitter, and YouTube

No location-based account i.e. Foursquare

Be present in all social networks categories


Mobile Internet

3

Current Near Term

Initial step WAP site

MobileApplications

No downloadable application

Develop i-phone app Develop brand centric

interactive experience Market research tool Employee app-

housekeeping, waitstaff, food inventory etc.

“On-property compendium”

LBS “check-in” Generate conversations and

content to drive WOM brand building

Integrate with advertising and GC launch

SHANGRI-LA EXAMPLE

WIP to be completed with client

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Future State

5

4

MobileVideo


Mobile Advertising

6

Current Near Term

No targeted mobile advertising Not integrated into traditional media (i.e. Print,

Video, TV etc)

MobilePayments

N/A

Mobile “check-in” from airport pickup

No content for mobile video

Experience on-the go (i.e. destination video spot)

Richer content Generate shareable

content Transfer to other tablets

such as ipad

Immediate and direct response call-to-action

Combined with digital OOH for interactive experiences

SHANGRI-LA EXAMPLE

WIP to be completed with client

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Topic Concept Score Next Step

Mobile Internet

Build interactive WAP site 4

MobileSocial Media

Begin ongoing conversations 5

MobileApplications

Create brand centric experience 0

Mobile Advertising

Increase call-to-action 0

Mobile Video

Enhance user experience 0

MobilePayments

Stronger customer service 0

2

3

1

4

6

5

ACCESS PRIORITIES Update this slide to describe and highlight the most important strategic elements

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Execution 1 Details of execution costs



Costs

Execution 1 Details of execution commitments



Commitment

NEXT STEPSProvide costs and the necessary commitments for the campaign

mobile app part 4

Documents