Pinkard Alan Pinky Brand

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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

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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

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the mobile web is not the biggest thing since
the desktop web

• Its 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 MMetrics

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and its 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.

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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
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mobile is the only marketing mediumthat is

• always on.
• always at hand.
• always personal, rarely shared.

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goal of online marketing

• drive traffic and revenue by
• attracting and retaining customers via
• useful applications executed well

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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).
• Thats dotcom thinking and its made for poor
  mobile web experiences.

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bring the right thinking to the mobile medium
dotcom thinking is fine for desktop web
but mobiThinking is for mobile web
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MISTAKE 1 treating mobile users like PC users

• Know your audience!
• Quick easy access to relevant information.
• Services that recognize youre on the move.
• Location-aware, activity-specific experiences.

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got it right Bank of America
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MISTAKE 2 ignoring the limitations of mobile
devices compared to a PC

• Dont forget
• The screen is smaller
• Theres no mouse
• Theres no printer
• The keyboard is limited
• Bandwidth may be restricted
• Megabytes sometimes cost money

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got it right Spanair
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MISTAKE 3 failing to exploit the capabilitiesof
a mobile phone

• Its a camera
• Its a video camera
• It sends text messages
• Its location-aware
• Its a micropayment device

It sends email It plays music It plays
videos Its a calendar Its a browser
... Oh, and it makes calls too
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got it right Zagat and Virgin Atlantic
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MISTAKE 4 using a .com name for a .mobi
experience

• .mobi says mobile-friendly site for what youre
  doing right now
• differentiate your mobile site from your
  .com show that youve thought about the mobile
  experience
• think about the whole brand whats to the right
  of the dot says a lot about whats to the left

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its all in a name
Mobile content and services need to be clearly
identified as mobile friendly and simple to find
while the user is mobile. Quocirca Mobile
Marketing Paper (Reach, Relevance and
Relationship)
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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

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Getting it right developer best practices
Mobile Web Developers Guide
Mobile Advertising Guides
dotMobi Mobile Web Developer Certification
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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)?
• Whats driving my score?
• How can I improve it?

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for developers and marketers alike
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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//mo
bile.redbull.com http//www.whitehousedrugpolicy.g
ov/pda/ http//www.chase.com/mobile http//m.monst
er.co.uk http//wap.bravo.mlogic3g.com http//attc
enter.com/wap http//wap.cbssports.com http//m.ny
times.com/re
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easy to discover
aaa.mobi amtrak.mobi amazon.mobi hilton.mobi
espn.mobi disney.mobi foxnews.mobi
priceline.mobi volvo.mobi hertz.mobi nordstro
m.mobi yahoo.mobi weather.mobi bmw.mobi
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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.

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making it known
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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.

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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.
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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.

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DeviceAtlas can help
Free web GUI API editions at nominal
cost dev.mobi members get free premium
edition .mobi site owners receive discount
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lots of mobiThinking
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and a few others
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now youre mobiThinking!
pbrand_at_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.mob
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