Lifetouch May 31, 2012

WHICH SCREEN IS YOUR “FIRST SCREEN?”

WHAT DOES “MOBILE” MEAN FOR EXECS AT YOUR COMPANY?

THE SMARTPHONE: MASS ADOPTION IS HERE

• 89% of online consumers (15+) own a cell phone– 48% own a smartphone– 52% own a feature phone

• Worldwide smartphone market grew 61% in 2011 (exceeding a 55% estimate) Source: IDC.

• 19% of US Consumers own tablets (Pew, Jan 2012)

• The smartphone paradox: penetration among young people in the lowest income bracket exceeds older people in wealthiest bracket

SMARTPHONES: THE BIG 5

66% use daily

78% use daily

87% use daily

58% use daily

50% use daily

PUSH

• Engagement • Retention • Interaction • Re-activation • Intimacy

CONTEXT: RIGHT CHANNEL. RIGHT MOMENT.

X X X

TWITTER

• Influence• Brevity • Accessibility• Interaction • Versatility

FACEBOOK

• Connection• Self-Expression• Entertainment• Discovery• Control

EMAIL

• Familiarity • Manageability • Trust & Privacy• Relevancy • Exclusivity

SMS

• Immediacy • Action• Portability • Intimacy • Disruption

XPUSH

X

SMS IS A CRITICAL CHANNEL IN MOBILE STRATEGY

• 70% of feature phone owners don’t plan to buy a smartphone as their next device (Feb 2012) – They plan to sign up for two more

years of service on their regular handsets

• 78% of smartphone users SMS daily.

• 33% of smartphone users SMS constantly throughout the day.

SIX KEYS TO DESIGNING A SUCCESSFUL MOBILE STRATEGY

Customer Experience: 1. Message urgency & portability

2. Context: “Marketing to the moment”

3. Customer thinks it’s “worth it.”

Marketing Operations: 4. Established measurement plan

5. Opt-in strategies (web, mobile web, app, print, physical locations, call center, etc.)

6. Execution: Promotion, signage & training