Pinkard Alan “Pinky” Brand Director, New Markets dotMobi

1. Using “dotMobi Thinking” To Monetize Your Domain Assets Avoiding the Top 10 Mistakes in Mobile Web Marketing Pinkard Alan “Pinky” Brand Director, New Markets dotMobi

2. about dotMobi employees: 40 locations: HQ: Dublin. Also London, Washington, D.C, Portland, San Diego, Miami and Beijing investors: Ericsson, Google, GSM Association, Hutchinson 3G, Microsoft, Nokia, Orascom, Samsung, Syniverse, Telecom Italia Mobile, Telefonica, T-Mobile, Visa, and Vodafone company milestones: Feb 05 company founded Jul 05 ICANN charter granted Jul 05 first employee Jun 06 sunrise begins with first sale Sep 06 sunrise ends - 13,000 names sold Sep 06 land rush period begins Oct 06 117,000 names sold in 10 days Mar 07 500,000 names sold Nov 06 dev.mobi launched Nov 06 ready.mobi launched Feb 08 DeviceAtlas launched Summer 1,000,000th name registered

3. the mobile web is not the biggest thing since the desktop web It’s much, much bigger than that. According to the GSMA, more people globally have access to a web enabled phone than to an Internet PC. There are over 2.6 billion mobile subscribers worldwide, and some of the more mature markets have over 100% penetration. “Among smartphone users in the United States, mobile browsing has increased 89 percent year over year, and pageviews have increased 127 percent. Consumption is quickly evolving from brief transactions, such as checking the weather or flight status, to time-intensive interaction with mobile Web sites - even without an iPhone.” – Mark Donovan M:Metrics

4. … and it’s getting bigger The world market for mobile marketing and advertising is expected to grow to an expected $24 billion by 2013 (vs. $2B in 2007). Among 5,398 North American consumers queried by Forrester in 4Q07, 48% said they wish they could look up things online when they're on the go, but 58 percent said the mobile web fails to meet their needs– moreover, 60 percent said their mobile device screens are simply too small for activities outside of making calls and sending text messages.

5. the point is … … mobile is here, mobile is growing and mobile lets businesses reach customers whenever, wherever – unlike any other medium. Nokia study: three things everyone carries when leaving the house keys • wallet • phone

6. mobile is the only marketing mediumthat is … … always on. … always at hand. … always personal, rarely shared.

7. goal of online marketing drive traffic and revenue by attracting and retaining customers via useful applications; executed well

8. new medium, new mindset Early TV was like radio with heads. Early websites were static brochureware. Early mobile websites have mostly been scaled-down or stripped back desktop sites (or, worse, the same desktop website stuffed onto a small screen). That’s dotcom thinking … and it’s made for poor mobile web experiences.

9. bring the right thinking to the mobile medium dotcom thinking is fine for desktop web… … but mobiThinking is for mobile web

10. MISTAKE 1: treating mobile users like PC users Know your audience! Quick & easy access to relevant information. Services that recognize you’re on the move. Location-aware, activity-specific experiences.

11. got it right: Bank of America

12. MISTAKE 2: ignoring the limitations of mobile devices compared to a PC Don’t forget: The screen is smaller There’s no mouse There’s no printer The keyboard is limited Bandwidth may be restricted Megabytes sometimes cost money

13. got it right: Spanair

14. MISTAKE 3: failing to exploit the capabilitiesof a mobile phone It’s a camera It’s a video camera It sends text messages It’s location-aware It’s a micropayment device It sends email It plays music It plays videos It’s a calendar It’s a browser ... Oh, and it makes calls too

15. got it right: Zagat and Virgin Atlantic

16. MISTAKE 4: using a .com name for a .mobi experience .mobi says “mobile-friendly site for what you’re doing right now” differentiate your mobile site from your .comshow that you’ve thought about the mobile experience think about the whole brandwhat’s to the right of the “dot” says a lot about what’s to the left

17. it’s all in a name “Mobile content and services need to be clearlyidentified as mobile friendly and simpleto find while the user is mobile.” – Quocirca Mobile Marketing Paper (“Reach, Relevance and Relationship”)

18. MISTAKE 5: using frames and other bad habits Use development best practices Think portrait, not landscape Landscape layouts and navigation schemes Use a second-level domain name Use XHTML-Mobile Profile

19. Getting it right: developer best practices Mobile Web Developer’s Guide Mobile Advertising Guides dotMobi Mobile Web Developer Certification

20. MISTAKE 6: failing to test your sitefor mobile-readiness ready.mobi provides a free evaluation of your site for mobile-friendliness, checking every against industry best practice and mobile web standards How does my site score (1 to 5)? What’s driving my score? How can I improve it?

21. for developers and marketers alike …

22. MISTAKE 7: hiding your mobile website Make your site searchable … and are these guessable? http://www.nike.com/nikebasketball/mobile/ http://wireless.schwab.com/ http://wap.ebay.com http://mobile.redbull.com http://www.whitehousedrugpolicy.gov/pda/ http://www.chase.com/mobile http://m.monster.co.uk http://wap.bravo.mlogic3g.com http://attcenter.com/wap http://wap.cbssports.com http://m.nytimes.com/re

23. easy to discover aaa.mobi amtrak.mobi amazon.mobi hilton.mobi espn.mobi disney.mobi foxnews.mobi priceline.mobi volvo.mobi hertz.mobi nordstrom.mobi yahoo.mobi weather.mobi bmw.mobi

24. MISTAKE 8: not actively promoting your mobile website If you advertise in print, on TV, on outdoor media or even on the side of a cup, your audience is likely closer to their mobile phones than to a PC. The more you promote the mobile experience, the more people will turn to it. Top brands that promote their .mobi sites are finding their traffic starting to rival their .com websites.

25. making it known

26. MISTAKE 9: running mobile campaignswithout .mobi presence Running SMS campaigns and banner ads on the mobile Internet? Leverage a call to action to click through to a mobile site to build traffic and create more value from your campaigns. Campaigns come and go. Your .mobi is your persistent mobile marketing presence and the center of your relationships with mobile customers.

27. got it right: Jaguar U.S. mobile ad campaign for the new 2009 Jaguar XF 15 million impressions that drove over 85,000 unique visitors to its .mobi site. 12,000+ videos and 16,000+ wallpapers have been downloaded from the site. 2.6% requested test drives. 1.6% requested brochures.

28. MISTAKE 10: serving the same content in the same way to every mobile device Unlike PCs and Windows, the mobile web has thousands of permutations of devices, systems and browsers. Mobile content that works looks great on one device can fail on another. Address this by creating device-aware .mobi sites that serve up content optimized for each device.

29. DeviceAtlas can help Free web GUI API editions at nominal cost dev.mobi members get free premium edition .mobi site owners receive discount

30. lots of mobiThinking …

31. and a few others …

32. now you’re mobiThinking! pbrand@dotMobi.mobi office 1.301.637.4890 mobile 1.301.792.7646 Join the discussion at: http://mobiThinking.com http://blog.mobi http://dev.mobi http://DeviceAtlas.com http://dotMobi.mobi