The Mobile Future Jeff Hassemer, Director of Multi-Channel Strategy.

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Presentation transcript:

The Mobile Future Jeff Hassemer, Director of Multi-Channel Strategy

Is this our future?

SMS users US wireless subscribers: Source: JupiterResearch Wireless Model, 10/06 (US only) 226 million million ca. 50%ca. 60% MMS users ca. 14%ca. 28% Clearly, there is some kind of future in Mobile 75% Penetration86% Penetration

And use is on the rise in the U.S. In March 2007, 39.6% users sent or received an SMS message 15.3% of Users sent a photo message 9.6% of Mobile users accessed news or information via phones in March % of users used Mobile Instant Messaging 3.2% of users downloaded a game 3.2% of users purchased wallpaper or a screensaver Source: M-Metrics, M-Metrics.com

Theoretically, Mobile is a Direct Marketers Dream Location Based Advertising Individual identification that does not change Total Engagement with the audience Multiple Formats to utilize SMS MMS WAP/WMS Mobile Advertising Mobile Video In short, everything that is available today via the Internet is also available via the mobile web.

So Why is the U.S. so far behind in our Mobile Evolution?

U.S. Mobile Issues - Infrastructure

U.S. Mobile Issues - Culture

Where are the Opportunities? The Market Those who are heavily tied to their mobile devices Currently year olds who were raised on Mobile Business People who are tied to their phones Soccer Mom’s who are constantly on the go Marketing Must Bring Value to the User Service Oriented Messages Timely Offers/Location Based Offers Lower the cost of service – i.e. Ad Supported is NOT a dirty word Coupons on phones Surveys/contests via text

Some Real World Examples Financial Services Transaction Alerts Balance Alerts Loan Approval Status – Real Estate/Auto Retail/CPG Store Promotions Mobile Zones Location Based Advertising Mobile Search/Local Search Health Care/Pharma Prescription Alerts Health Monitoring Travel/Hospitality Reservation Confirmations Departure Management Messages Pay by Phone

The Mobile Wave Will Come Create a Mobile Version of your Web Site Test the Waters Identify the customers who are highly tied to mobile GET PERMISSION! Define High Value Service Types of offers OMG, IMHO SMS is $$$$ that’s SNF Current infrastructure forces us to think it through Consider your Channels SMS MMS (Verizon Only) Mobile Advertising Mobile Search

Thank you! Jeff Hassemer Director, Product Marketing Mobile: Direct: