Marketing and Mobile Marketing 2 WIRELESS MARKETING OFFERS

Marketing and Mobile Marketing 2 WIRELESS MARKETING OFFERS DIRECT, PERSONALIZED, LOCATION-BASED ADS AND CAMPAIGNS

The Evolution of Mobile Phones 3 1984 -2012

Motorola Dyna. TAX 8000 X (1984): The first handheld cellular phone 4

Nokia 1011 (1992): One of the first phones to use the new GSM phone system. 5

Motorola Star. Tac (1997): This Star Trek tribute mobile phone was one of the first to pose the eternal handset dilemma – to flip or not to flip. 6

Nokia 5110 (1998): Arguably the first 'fashion' phone. Interchangeable multi-colored fascias allowed users to customize their handsets. 7

Motorola MPx 200 (2002): One of the first phones with Windows Smartphone OS. Users could email, instant message and install applications. 8

Motorola A 920 (2003): Forget boring old speech, the arrival of 3 G data speeds meant a brave new world of video calling. 9

Blackberry 6210 (2003): Originally aimed at the business market, Canadian company RIM launched the Blackberry and introduced the concept of mobile email addiction. 10

Nokia N 70 (2005): Back when installing apps was still the preserve of geeks, Nokia sneaked this smartphone into the hands of regular folk by making it look like a normal phone. It was, however, capable of running sophisticated games and programs. 11

Apple i. Phone (2007): They called it the 'god device' - the first i. Phone turned the mobile world upside down and helped make apps mainstream. Apple's device has had a few problem though, with users complaining about things like battery life and signal issues. The latest version 5 came out 12 in September 2012.

HTC's One X (2012): One of the new generation of phones to feature a quad core processor. Its 4. 7 inch display and eight megapixel camera also reflect the trend for larger screen sizes and better quality photos. It runs on the latest version of Google's Android operating system. Android is the main rival to Apple's i. OS. Its open source nature has proven popular with developers 13 and handset makers.

Nokia Lumia 900 (2012): The Lumia runs on a new mobile version of Windows and many critics have been impressed with its design. It's the Finnish company's attempt to claw back customers after its Symbian powered phones failed to compete with the likes of the i. Phone in recent years. 14

Mobile Phones moving to the Future? 15

A Lifetime of Apps (1/4) The smartphone of the future will be a constant companion, coach, collaborator, and advisor In the crib, the smartphone will monitor breathing and sleeping position. [1] Outside, the smartphone will set boundaries through geofencing. [2] 16 On the ski slope, the tennis court, and the golf course, the smartphone will be a virtual coach. [3]

A Lifetime of Apps (2/4) As a language translator, the smartphone will be able to handle even sign languages. [4] As a virtual watchdog, the smartphone of the future will warm of potentially dangerous situations. [5] 17 Teens will learn safer driving with a smartphone advisor. [6] With a smartphone as an assistant, you’ll never forget another name or face. [7]

A Lifetime of Apps (3/4) Indoor mapping of office buildings, malls, universities, and other complexes will be commonplace. [8] Unfamiliar tasks, like walking on crutches, will be easier with a smartphone watching. Personalized coaching, tips, and advice will be handed down from parent to child. [9] [10] 18 Drivers will allow their smartphones to monitor their driving and suggest routes that match their driving skills or personal preferences. [11]

A Lifetime of Apps (4/4) A smartphonegenerated video record of the day’s events will help people remember them. [12] Health-monitoring apps will prompt users to test themselves and send the results directly to doctors. It will get easier to measure vital signs with smartphone attachments. [13] [14] 19 Advice will be passed down through generations- and kids will be able to turn to virtual grandparents for advice. [15]

Mobile? Mobility? 21 �Mobile device �Mobile communications �Mobile networking �Mobile computing �… �Smart mobility �Object mobility �Mobility management �…

Top 10 Cellular Phone Functions (2 G, GPRS) 22 �Voice �SMS �Listening Music �Calculator �Taking pictures �Mobile gaming �Using operator portals �Mobile search �Surfing WAP sites �Alert subscriptions

Top 10 Essential Smartphone Functions 23 Texting 21. 6% Internet 16. 7% Email 15. 7% Call 7. 8% GPS Facebook 6. 9% 5. 9% Apps 4. 9% News 2. 0% Bluetooth 2. 0% Calendar 1. 0%

Smartphones OS 24 34. 7% 28. 7% 31. 6% 27. 1% 25. 0%25. 5% 8. 4% 7. 5% 3. 7% 2. 8% Google RIM Apple 3 months ending Dec. 2010 Microsoft 3 months ending March 2011 Palm

Data Tsunami and Flooding 25 Data Usage per user in MB by Mobile Operating System 582 525 495 468 381 415 312 317 354 319 169 233 205 227 174 149 102 95 103 Q 2 2010 Q 3 2010 Q 4 2010 81 Q 1 2010 492 Android OS Apple i. Phone Windows Mobile Windows Phone 7 127 Q 1 2011 Blackberry OS

Mobile Content Usage 26 68. 1% 68. 8% 37. 0% 39. 1% 35. 4% 37. 8% 25. 3% 28. 0% 23. 7% 26. 2% 16. 5% 18. 0% Sent text Used browser Used Accessed social Played Games Listened to message to downloaded networking site music on another phone apps or blog mobile phone 3 months ending Jan. 2011 3 months ending April 2011

Mobile Marketing Spend 27 U. S. Mobile Marketing Spend 2010 v. 2015, US$ millions $40, 731 $15, 795 $6, 272 $3, 002 2010 2015 Advertising Promotions

Mobile Ads 28 Local vs. National Ad Spend in Mobile 2010 -2015, US$ billions $2. 84 $2. 03 $1. 40 $0. 89 $0. 99 $0. 40 $0. 39 $0. 49 $0. 61 $0. 73 $0. 92 2010 2011 2012 2013 2014 National Local $1. 22 2015

傳統行銷 4 P v. s. 網路行銷 4 C 構示圖 47 顧客需求與慾望 (Customer needs 產品 and wants) (Product) 溝通 促銷 (Communication) (Promotion) 顧客 (Customer) 定價 (Price) 成本 (Cost) 通路 (Place) 便利 (Convenience)

4 P, 4 C與4 S演化 62 4 P 4 C 4 S 產品 Product 顧客價值 Consumer Value 認同感 Sense 價格 Price 顧客成本 Consumer Cost 服務 Service 通路 Place 便利性 Convenience 速度 Speed 促銷 Promotion 溝通 Communication 社群 Social Network

1 st. P->1 st. C->1 st. S 63 �從產品（Product）走來，走過顧客價值與需求（ Consumer Needs and Wants），邁入認同感（Sense） �品 Product 顧客價� Consumer Value 認同感 Sense

2 nd. P->2 nd. C->2 nd. S 64 �從價格（Price），到顧客成本 (Consumer Cost)，邁 入服務（Service） 價格 Price 顧客成本 Consumer Cost 服務 Service

3 rd. P->3 rd. C->3 rd. S 65 �從通路（Place），走到顧客便利性（Convenience）， 邁入速度（Speed） 通路 Place 便利性 Convenience 速度 Speed

4 th. P->4 th. C->4 th. S 66 �從促銷（Promotion），走到顧客溝通（ Communication），邁入社群網絡（Social Network） 促銷 Promotion 溝通 Communication 社群 Social Network

行動行銷 (1/2) 76 �行動行銷 (Mobile Marketing) 使用行動媒介來進行行銷的活動，行動媒介行動電話、行動載 具透過無線通訊或無線網路等傳輸媒介。 �Mobile Marketing Association (MMA)定義行動行銷 (Mobile Marketing) Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network. 行動行銷是一個讓企業或組織與他的目標群眾以行動設備或網 路進行互動的實踐。

網路行銷趨勢 78 �Mobile Marketing (行動行銷) �Social Marketing Integration (社交行銷整合) �Traditional Marketing Continues to Diminishes (傳 統行銷持續疲軟) �Consumers Will Determine Value (消費者決定價值) �Regulations Abound (各種規則出現) �Relationships will Drive Loyalty and Sales (關係將會 驅使忠誠與銷售)

行動行銷科技與技術 87 � 行動載具 � 行動計算 � 無線網路 2 G, 3 G, LTE, Wi. Max Wireless LAN Sensors � Tagging技術 近場通訊 (Near Field Communication, NFC)技術 RFID (Radio Frequency Identification)，無線射頻識別技術 QR Code (Quick Response Code) 擴增實境 (Augmented Reality) Pattern Recognition and Image Processing Techniques � Mobile Apps � 行動廣告技術 �…

NFC生活應用 89 VEHICLE OFFICE STORE RESTAURANT Personalize seat position Enter/exit office Pay by credit card THRATER STADIUM ANYWHERE Area STATION AIRPORT Service Industries Usage of NFC Mobile Phone Pass gate Get information from smart poster Get information from information kiosk Use to represent driver’s license Pay parking fee Exchange business cards Log in to PC; Print using copier machine Advertising Get event information Get and use coupon Drivers and Vehicle Services Security Banking Retail Credit Card Download and personalize application Check usage history Lock phone remotely Share information and coupon among users Pay bus/taxi fare Mass and Public Transport Get loyalty points Pass entrance Entertainment Any