Wap vs. AppJune 18, 2009 @ Marketing Magazine Mobile 2.0 Conference

Phil BarrettVP Digital & MobileBSTREET Communications Toronto & London, UK

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Wap vs. App

What is a marketer to do?

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Agenda

1. Introduction2. Canadian Mobile stats3. Apps4. Waps5. Our recommendation6. What’s next7. Questions

SmartIdeasBSTREET is a marketing communications agencydedicated to creating

for your brand.

Access to Mobile Phones 1997 - 2008

Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

Usage by Province and Age

Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

20 Billion text messages sent in 2008

SMS is now mainstream

Source : CWTA

Over 1 billion SMS messages sent in 2008 on shortcodes

40 billion in 2009 forecasted

1. Global sales of traditional mobile phones down 9.4%

2. Smartphone sales have increased 12.7%

3. Nokia still global leader with 42.1% market share, followed by RIM at 19.9%, and Apple at 10.8%

4. About 25% of all mobile phones in Canada are categorized as “smart phones”

5. About 4 million Canadians are accessing the mobile web through their mobile device

Smartphone stats

Apps

Apps are not new!

Apps stores… More than Apple.

Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg

1. App should compliment your marketing mix2. Soft brand sell – focus on value add first3. Content or experience driven4. Promise the end-user a specific piece of

functionality and deliver on it in a simple yet comprehensive manner (tip calculator, transit schedule, weather, traffic reports)

5. Leverages features from the device (i.e. shaking in theiphone)

5 tips to make your App a success

Example - Kraft

Example - Coke

Example – Weather Network

Example: Taptu

Example: Hockey News

1. Allows you to build a richer experience without impacting data speeds / charges

2. Allows you to take advantage of native phone features (GPS, camera & voice)

3. Features can work offline4. Integration with other services (i.e.

facebook connect)5. Can become a great extension of your

brand attributes

5 Advantages to an App

Wap(Actually, lets call it the mobile web)

We’ve been predicting this for a while…

Mobile Web… becomes relevant

1. Mobile websites has grown 7-fold in the last 12 months!

2. Only 0.8% of all domains are mobile-friendly3. The user experience has to be optimized for the

mobile web4. Mobile websites need specific purpose and

relevance to users5. You can build mobile websites to work on all

devices6. You don’t need a specific mobile domain name

to have a mobile website

6 things you should know about the mobile web

.mobi thinking is not .com thinking

Mobile domain / URL strategies

Source: http://www.mobilemarketer.com/cms/news/research/2988.html

1. Incorporate auto-detection script that will serve correct version - 14% of mobile sites do this today

2. Own all related domains for your brand – including .mobi3. Be sure to follow W3C standards for development +

ready.mobi assessment tool to ensure cross-device compatibility

4. Brands should pick one domain to market

Mobile domain recommendations

1. Define specific purpose for the experience

2. Make the most important information instantly findable

3. Ensure there is relevance to the users

4. Don’t try to recreate the desktop experience in mobile

5. Build navigation that is intuitive… on every page

10 tips for designing for the mobile web

6. Think about leveraging LBS and other social tools in overall experience

7. Avoid frames, flash, heavy graphics and horizontal nav

8. Leverage free online tools to test mobile “readiness”

9. Design for highest common denominator – per device and ensure you include an auto-detect script

10. Leverage creative and branding from other channels – but make sure you adopt & optimize it for mobile!

10 tips for designing for the mobile web

Examples of mobile web

Examples: Masters.org & cbc.ca

1. Can work on 100% of devices2. Experience can be optimized to the highest

common denominator3. You can publish when you want – no approval

process by App store required4. iphone, new blackberry, Palm, and Android all

share same Safari open source application framework Webkit

5. Easier to drive to mobile web vs. drive to mobile App from mobile advertising networks

6. Content from mobile web is searchable / search friendly

6 Advantages of mobile web

Summary: Advantages to bothMobile Web1. 100% of devices2. Optimized to the highest

common denominator3. You can publish when you

want4. Webkit 5. Content from mobile web

is searchable6. Easier to market (through

mobile banner ads)

Mobile Apps1. Richer experience2. Native phone features

(GPS, camera & voice)3. Offline4. Integration with other

services

So… Wap or App?

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(but probably start with a mobile website)

DO BOTH!

(Unless an App really fits with your audience)

Trends that will impact consumer adoption of mobile marketing:

1. New entrants coming2. Prices are dropping3. 93% penetration by 20124. All mobile phones will be smart

phones by 2013

What’s Next?

twitter.com/phryl

My Mobile & Interactive Marketing Blog

burningthebacon.com(copy of presentation has been posted)

phil@b-street.com

Phil Barrett (.mobi)VP Digital & MobileBSTREET Communications Toronto & London, UK

Let’s continue the conversation…