1. 5 creative ways to win in mobile

2. 2 www.themobileplaybook.com Google Now

3. 3 www.themobileplaybook.com Google Wallet

4. 4 www.themobileplaybook.com Chrome Experiments

5. 5 www.themobileplaybook.com Field Trip

6. 6 www.themobileplaybook.com Google Glasses

7. 7 www.themobileplaybook.com WHY MOBILE

8. 8 www.themobileplaybook.com 01 02 03 04 WIN MOMENTS THAT MATTER How does mobile change my value proposition? WIN MOMENTS THAT MATTER How does mobile impact our digital destinations? MAKE BETTER DECISIONS Is our organization adapting to mobile? GO BIGGER, FASTER How can I measure the Full Value of Mobile? 05 GO BIGGER, FASTER How can I use mobile for Branding?

9. 9 www.themobileplaybook.com 01 How does mobile change our value proposition? Win moments that matter

10. 10 www.themobileplaybook.com

11. 11 www.themobileplaybook.com of men of women 38% 53% USE SMART PHONES to check prices at other locations Source: Insight Express, 3Q 2011

12. 12 www.themobileplaybook.com AMAZON Shoppers can scan in-store barcodes to create comparative price lists “The four walls of the store have become porous.”

13. 13 www.themobileplaybook.com Define your value prop by finding out how your customer wants to engage you in mobile KEY TAKEAWAY

14. 14 www.themobileplaybook.com 02 How does mobile impact our digital destinations? Win moments that matter

15. 15 www.themobileplaybook.com more likely to buy a product or use a service on a mobile optimized site. will turn to a competitor’s site after a bad mobile experience 79% 67% MOBILE USERS? How does your site appear to Source: What users want most fro m Mobile Sites Today, Google &Sterling, 2012

16. 16 www.themobileplaybook.com BEFORE AFTER Zazzle Mobile sales boosts 186% thanks to mobile optimized site

17. 17 www.themobileplaybook.com DOMINO’S Order pizza from anywhere

18. 18 www.themobileplaybook.com 03 Is our organization adapting to mobile? Make better decisions

19. 19 www.themobileplaybook.com Mobile CHAMPION

20. 20 www.themobileplaybook.com 04 How can I measure the Full Value of Mobile? Go bigger, faster

21. 21 www.themobileplaybook.com www Mobile is Spurring New Types of Conversions Click-to-Call In-store From Apps Cross device On mobile web The Full Value of Mobile

22. 22 The Full Value of Mobile Assigning Value of Mobile Conversions adidas and iProspect The Goal 20%20% 20% $80 $3.20 Assign value to store locator clicks of people who click on the Store Locator go in store. converted into an In- Store sale. Average Order Value Earned for each Store Locator clicks The Method “Not only are we able to drive direct mobile revenue, but there’s an estimated in-store revenue associated as well with our mobile spend” — Chris Sinclair, Client Service Director at iProspect

23. 23 05 How can I use mobile for Branding? Go bigger, faster

24. 24 www.themobileplaybook.com Re: Brief

25. 25 Band-Aids even kids love: Band-Aid

26. 26 As you create branded experiences in mobile, use mobile advertising to promote these and maximize your reach. KEY TAKEAWAY

27. 27 www.themobileplaybook.com Mobile represents a sociological shift with how users relate with both the digital and physical world Businesses that understand this will win Conclusion

28. 28 www.themobileplaybook.com Available across all screens If you can, check out the site from your tablet device