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The Mobile Future

The Mobile Future. Jeff Hassemer, Director of Multi-Channel Strategy. Is this our future?. Clearly, there is some kind of future in Mobile. US wireless subscribers:. 75% Penetration. 86% Penetration. 226 million. 258 million. 2011. 2006. SMS users. ca. 50%. ca. 60%. MMS users.

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The Mobile Future

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

  2. Is this our future?

  3. Clearly, there is some kind of future in Mobile US wireless subscribers: 75% Penetration 86% Penetration 226 million 258 million 2011 2006 SMS users ca. 50% ca. 60% MMS users ca. 14% ca. 28% Source: JupiterResearch Wireless Model, 10/06 (US only)

  4. 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 2007 • 6.6% 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

  5. 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.

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

  7. U.S. Mobile Issues - Infrastructure

  8. U.S. Mobile Issues - Culture

  9. Where are the Opportunities? • The Market • Those who are heavily tied to their mobile devices • Currently 15-25 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

  10. 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 • www.feedtribes.com

  11. 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

  12. Thank you! Jeff Hassemer Director, Product Marketing jhassemer@responsys.com Mobile: 303.960.6914 Direct: 303.825.3678

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