MOBILE BRAND EXPERIENCESKEY OBSERVATIONS

“To be wired, or not to be wired,that is the question.”

Brad, a mobile user

Today, we are going to meet…

A smart phone The mobile market

Say helloto Brad!

Brad is between 31 and 33. He downloaded 27 apps*, including11 games over the lifetime of his smartphone.He engages with most of his apps 91 days until he deletes them.23% of the apps he never launches again after the first download.

* The Yankee Group predicts, this number goes up to 60 apps/year

The most common reasons whyBrad and his friends use theirsmart phones…

I’m bored(Bored now) I love

multitasking(or Repetitive now)

I’m local(Urgent now)

(Google’s 3 mobile behavior groups)

A day with Brad

8 h work1,5 h commute

2 h internet5 h TV/Console

21 min. talk/phone25 SMS read/write79 min. using apps

iPad?= Pretty busy TIP: With mobile, the frequency

of connecting with the web goes

up = opportunity to connect

brand & client increases

Brads smartphone usage takes away time spend on other devices. Moreand more.

Anybody want to guess how much money that is?

Brad is always connected. But more often in the evening, while on his couch.

Tablets are considered to be more an “evening” device,

which at the end also takes away console time.

Brad does things differently on the desktop and on his smartphone

Desktop Mobile

Context creates new opportunities

Brads usual day

8 am 11 pm

Brads unusual day

8 am 11 pm

Work in progress

Say helloto Brad's smart phone!

On Brads smart phone there are:27-30 apps.He uses only 5 most of the time.Brad gives an app 2 min./ave.(except Games)

Phone Msg. E-Mail Game Weather Safari/Search

Facebook

EAApp?

Mobile happens in varied environments with varied privacy.

63% do NOT share their phones. Brad either

Mobile is very context sensitive. Mobile is

very personal.

Another thing,…

Android is mostly male

(73%)

iPhone is mixed (53%)

So, Brads smart phoneIs always with him, he even textsfrom the bathroom (27% male,54% of female users).He uses it as a digital wallet.And thinks it’s not a PC, it’s a “connectivity tool”, where I canplay games when I am bored.

Brad likes apps, but:He accesses Facebook via his mobile browser (like 55% of all FB users)He is one of 6 mio. people that visits the mobile site of ESPN, compared to 11 mio. who use the app.

That said, Twitter was surprised by the fact, that even with the plethora of third-party Twitter apps out there, not only Brad was having trouble finding and selecting one because none were called “Twitter.” He still tweets via SMS, like 17 mio. other users.

Source: Twitter Company Blog

Say helloto the mobile market.

1,9 bio are on the wired web5 bio. Mobile phones out

54% of free apps have fewer than 1,000 users.Long term audiences are generally1% of total downloads.Usage declines by almost a third in the first month after use, stabilizing under five minutes.350,000 apps are currently in the app store. Only 20% have an audience.

Best Practices

Barcleys Waterslide and Rollercoaster26.7 mio users

TIP: Games are good for

acquisition

Best Practices

BMW Mobile Sales App45 mio. Revenue in selling parts

TIP: Define your audience.

Deliver specific services.

Best Practices

ebayEach second one mobile transaction.Sold 3 Ferraris each month from mobile devices.Items sold worth $400 mio.

Best Practices

World of Warcraft Auction House (Buy, Sell, Trade) and Info GuideRelat. Small user base compared to other outlets but very active.

Best Practices

Xbox (several apps)Check Friends, Avatars, Game Statistics (Problem: Not a large user base,App Store chart ranking around 135 to 185)

Best Practices

Firemint GTI Real RacingIncreased Test Drives by 80%, with out a single Dollar spent on Ad.# 1 iPhone app in 36 countries (4,4 mio. downloads)

TIP: Focus on one purpose. Here

everything leads towards:

BOOK A TEST DRIVE.

Best Practices

Jamie OliverIncreased brand recognition, produced most lucrative app (sell for 7,99)

TIP: Outrun your competitors with

high quality execution. Deliver

specific content, for a core audience.

Here: 20 minutes meals for busy

people who don’t want to cook.

Best Practices

SMULE – T-Pain300,000 downloads in the first 3 weeks.4,1 mio user generated songs. Increased record sale by 65%.

TIP: Inspire – Engage – Sell.

Conclusion:Do it simple.Make it sticky.Make it useful.

Understand mobile contextCreate a product, don’t re-imagine one for small screens. Great mobile products are created, never ported.

Be creative

Change user behavior

Change user behaviour with experiences not a set of features.

Start with an Application Definition Statement.What is it?Who is it for?

Pick a few features, most frequently used, by the majority of people, appropriate for mobile context.

Think of BradThink of Brad

Think of Brad

Links.http://www.mobile-ent.bizhttp://www.comscore.comwww.forrester.com www.kpcp.com http://www.piperjaffray.comhttp://blog.compete.com/http://www.mobiliciouz.comhttp://kissmetrics.comhttp://www.nokia.commetrics.admob.comblog.nielsen.comTwitter.com

Thanks.Prepared by Marc-Oliver for EA Sports Online, Feb. 2011