Wireless Works 13th September 2005

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Wireless Works13th September 2005
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My Brief

• The voice of the consumer

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Todays presentation
Shifting communications landscape in a digital age
Customer research into attitudes to mobile
Implications for mobile content and communications
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Research conducted by Proximity Worldwide BBDO

• Major quantitative survey
• 15 markets 3000 respondents
• Qualitative support from 15 markets

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How many of you think that a mobile says as much
about a person as a car?
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Mobiles are seen as status symbols
In China 70 agree that a persons mobile says as
much about them as their car
In Mexico the figure is 60
and in Spain 58
In the UK 37
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How many of you have your mobile turned on and
within reach for between 21-24 hours per day?
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Mobiles are an essential part of life.
Lowest scoring country China at 42
In Russia 78 have it switched on all waking hours
If they had to choose, more than twice as many
people would keep their mobile over their TV
In the UK 66
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Mobiles are an essential part of life

• Banks report that, when people lose their
  wallet, it takes an average of 26 hours for them
  to report the loss to the police.. While with
  mobile it takes 68 minutes.

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Have you ever flirted using your mobile phone?
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Mobiles are central to making and reinforcing
emotional connections
Overall 52 of respondents have flirted using
their mobile phones
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Have you ever answered your mobile phone during
sex?
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Your relationship with your mobile is very
personal!
Overall 14 of the base said yes
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The mobile brings spontaneity into peoples lives
In the UK 61 call friends when they are close
rather than arrange a specific meeting place
78 call just to find out where their friends are
44 prefer to make plans at the last minute via
their phone
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Your mobile is deeply personal privacy is
defended
The majority would refuse to lend their phone to
a friend for a day
63 screen calls
Most would answer a colleagues direct line a
minority their mobile
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Mobile provides a fantastic marketing opportunity

• On all of the time
• Deeply personal
• Intrinsic to peoples lives
• Highly targeted

Is it responsive? Is it welcomed?
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Have you ever used your mobile phone to respond
to a brand promotion or competition?
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The mobile as response medium
In Australia and Spain this increases to 75
53 have responded to a brand promotion on their
mobile
In the UK its 50
In USA its 34
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How should marketers and content owners exploit
the mobile opportunity?
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How should marketers exploit the mobile
opportunity?
Understand the shifting communications landscape
Understand customers attitude to mobile
Implications for mobile content and communications
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A huge topic in its own right some top line
observations
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The media market place has transformed
Customer marketing Thousands of channels Press
online Posters Direct mail Digital
radio Internet PDAs Mobiles Gaming etc
Mass Marketing 3-4 TV channels Press Posters Radio

Time
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A dramatic increase in media fragmentation
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The ability to edit commercial communications is
increasing
Turn the page Cup of tea Binning Mail
Sky Plus - 650k homes, 76 less
commercials Personalised online
newspapers Ability to block pop ups Telephone
preference service, 7.5M registration since
1999 Mailing preference service levels opt out
from 2005 electoral rolls 30
Time
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A profound shift has occurred

• From an intrusion based model to an invitation
  based model

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Time is still finite.The choice is infinite.
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This shift will force the emergence of new models

• Five OPB (Opportunities Per Break).
• Advertisers will pay people to receive ads
• Tiered subscription service.
• Engaging, timely, relevant communication which is
  opted into will drive response rates and ROI
  particularly online and mobile.

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New technology will allow radical new media and
creative approaches

• BMW films turned the media/production model on
  its head.
• Burger King Subservient Chicken showed the
  power of viral.
• Context relevant communications in on line
  gaming.
• Pepsi embedded branding
• Pizza Hut allowing you to order while playing
  Everquest

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• The power of bloggers will be harnessed to some
  brands benefit
• The spontaneity of flash mobbing will be used by
  brands e.g. Guinness Sampling
• Mass promotional events such as Oprahs 500 car
  give away will create fame.
• Time and event critical media will become more
  and more valuable

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Understand the shifting communications landscape
Understand customers attitude to mobile
Implications for mobile become fairly obvious
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The lessons learnt
In the Attention Economy mobiles are always
switched on and your target always available
Mobiles are an intensely personal part of
everyday life
Huge potential but significant implications for
brands and content providers
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1. Mobiles are an intensely personal part of
everyday life

• Permission is essential (not just legally)
• Highly intrusive messaging is very risky for
  brands.
• Creativity will become more and more important.
• Campaigns that allow self expression will be
  successful.
• Integration of messages across other media
  channels will be essential

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2. In the Attention Economy relevance is critical

• Successful content and brands will
  understand the different ways the medium is
  being used.
• Entertainment filler while on the move.
• Content that helps me get where I am going.
• Or that helps me make the most of where Im
  going.
• Ways to help me interact with people Im seeing.
• Helps me/reminds me to do things I didnt have
  time to do

Filter for creative ideas
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3. Finally think about usability

• Dialogue and interactivity will be expected
• Fulfilment will be critical
• Data capture and data analysis will be required
  to maximise effectiveness
• Tracking to demonstrate ROI

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Here is a real life example of what can go wrong!!
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We are on a journey
Understand the shifting communication landscape
Understand customers attitude to mobile
Implications for mobile
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www.proximitylab.com
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Thank you