Mobile Marketing

Agenda:
The following is agenda:
1.Quick Intro
• Client Team
• Kona – Terms – Mobile Universe
2.Responsibilities / Deliverables
3.Review “Blueprint” Process
4.Goals of Engagement / Expectations
5.Overall Mobile Channel Objective
6.Channel Discussions

Next meeting we will cover specific programs / campaigns that we should

consider leveraging a mobile solution. In addition to a continuation of
review of mobile channels and how they apply.

Notes of each session will be distributed to participants the next day for review.
 About Us

Founded in 2005 in Overland Park, KS

Incorporated in early 2006

ApTxt original product offering

Member - Mobile Marketing Association
Terminology

SMS – short message service

MMS – multimedia message service

Standard SMS – no additional fees associated

Premium SMS – additional fees billed to wireless account

WAP – wireless access protocol (“mobile web”)

Mobile App – downloaded “rich” client (“Citi Mobile”)

Opt-In / Opt-Out - permission based marketing

DRM – digital rights management (Ringtones)

Mobile – simple the mobile phone number

BlueTooth – wireless personal network communication
 Mobile Universe -
Worldwide

Over 3 Billion Worldwide Subscribers

Projected 3.9+ billion wireless subscribers by 2010 -

50% of the world's population( Bauer 2005)

Today over 350 Billion text messages sent every month

 Mobile Universe –
US Today

Over 260 Million US Subscribers

Over 15 billion text messages A MONTH in the US (est.

30% are commercial)

Mobile phone penetration is at 75% of the US population

 Mobile Channel
Opportunity

Mobile phones offer a reach never seen before by any other
medium

More people have mobile phones than landline phones

Mobile phone penetration is greater than cable TV, home internet

access, and Home Computers

89% of Major Brands Planning to Market via Mobile Phones by

2008
Mobile Channel Obstacles

Mobile is highly concentrated on 13-34 years olds.

Highest participating group 13-24 ages.

Limited success with groups 34+ to date

SMS “Text” Marketing most accepted form

Biggest obstacle is fear of “spam” or unwanted messages

2nd largest obstacle is fear of excessive fees from their carrier

Mobile Search / Advertising

Relatively small number of mobile web surfers

Low number of quality mobile web “wap” sites to support mobile search

No true ROI proven yet for mobile advertising

Mobile Web

Data plans are still only purchased by approximately 30% of mobile users

Over 2500 handsets and different browsers makes web development costly

Mobile Applications / TV / Video

Custom applications require downloads and a very high majority (90%+) of mobile
subscribers never download custom applications

High cost of development and support for mobile applications
What is Kona Doing?

Guide Client through mobile channel
Blueprint process

Knowledge transfer of best practices,

industry trends, success/failures

Deliver 2008-2009 Mobile Strategy Plan

Client Responsibilities

Provide input as it relates to market demographics,
services provides, goals established for Mobile Channel

Provide direction to specific channels/opportunities to

consider or disregard

Provide direction on strategic and tactical planning items

Execute a Mobile Channel Strategic Plan!

Blueprint Process

Identify key “channels” for strategic consideration.

Application to Client’s current programs/campaigns

How could it be leverage for new programs

SWOT Analysis of each Channel

Channel Recommendations

Priority Setting: High, Medium, Low

Ranking: Top - Low

Does it pass the sensibility test?

Channel Vendor Identification

Priority Setting: High, Medium, Low

Ranking: Top – Low

Strategic input for 2008 / 2009 Plans

Expectation Setting

Personally what do you expect to get out of this
exercise?

What defines success for this project?

What key objectives are most important to you?

High Level Comprehensive Plan?

Highly specific detail plan?

Plan to leverage with other plans?
Expectation Setting (cont)

How do you want to be perceived?

Innovative – Cutting Edge - High Tech

Conservative

How risk tolerant are you for the mobile channel?

High risk = try new things that likely will fail?

Low risk = must have known ROI

How important is the PR / Recognition aspect your mobile offerings?

Major part of our marketing strategy

Nice but not key goal

Just provide great service for our prospects/customers
Objectives:
Definition of specific objectives of this strategy that
must accomplish.

1.Define key channels to leverage

2.Per key channel what is strategic solution
3.Per key channel what is tactical implementation
4.Per key channel top vendors / solutions
5.Timeline for key channel
Mobile Channel:
The following are key channels that are being
considered as part of this strategic plan:

1.Mobile Search
2.Mobile Advertising / Sponsorships
3.Mobile Promotions / Polls
4.Mobile Alerts / Notifications
5.Mobile Web (WAP)
6.Mobile Games / Social Networking
7.Mobile TV / Video
Channel Worksheet:
We will create a worksheet as we go through each channel.
The following are key data points of the process:

1.SWOT
2.Rank – how high is of importance
3.Size – is this a niche or a mass market
4.Competition – any of your competitors in this channel?
5.Blueprint – how it would be leveraged
6.To Market Time: a month, 3 months, a year?

(see worksheet document for actual data capture)

Contact Info:
Tom Walls – President
twalls@konainteractive.com
913.239.0750 x111