Going Mobile: the next big thing!

Adrien Dubois Ahlqvist

The smartphone revolution is under-hyped, more people have access to phones than access to running water. Weve never had something like that since the beginning of the planet Marc Andreesesen, founder of Netscape

Hgskolan Halmstad December 2012

GOING MOBILE: THE NEXT

BIG THING
I. T ABLE OF C ONTENTS
I. II. III.
A. B. C. D. E. F. G. H.

TABLE OF CONTENTS............................................................................... 2 INTRODUCTION ..................................................................................... 3 THE MOBILE WORLD ............................................................................. 4 THE NEXT BIG THING! ................................................................................... 4 UNDERSTANDING THE SMARTPHONE WORLD................................................... 7 SMS / MMS / EMAILS ................................................................................ 9 LOCATION BASED MARKETING .................................................................... 11 SHARING AND MULTI SCREEN USAGE .......................................................... 15 APPS....................................................................................................... 18 MOBILE RESPONSIBLE DESIGN .................................................................... 20 MOBILE DISPLAY ADVERTISEMENT AND MOBILE PAID SEARCH ........................ 21 CONCLUSION ..................................................................................... 23

IV.

V. BIBLIOGRAPHY .................................................................................... 24

Going Mobile

II. I NTRODUCTION
What is the one thing that every one carries around with them everywhere? What is the one thing that is always in our pocket, that we never give nor lend, the one thing we put on our night table every evening before going to sleep? What is the one thing that allows us to keep in touch with everyone we know, have met or just crossed on the internet wherever we are? What is the one thing that let you know everything you could possibly come up with whatever your location? Well, will you say, thats what a computer is made for right? No not anymore! Today your favourite computer is surely a mobile phone, a smartphone to be more precise. Having a whole computer, a phone, a GPS, a camera, a wallet, a gaming console and a personal assistant in your pocket is not science fiction anymore: its just became a reality. It is the next big thing, its happening right now as we speak and its going to have a greater impact than TV, radio and the PC combined (TURNER, Jamie and Hopkins, Jeanne, 2012). The mobile change should not be considered as a simple computing evolution: its a whole revolution that needs marketing people to reshape and rethink everything they used to know and adapt to a world in movement: a world going mobile. Smartphone has already happened, its a fact but what need to be done now for marketing teams is to adapt to this new markets and new ways of communicate. Smartphone are a game changing factor and it is time that marketing decide to be part of it. This paper will describe how mobile phones did reshaped the world of marketing, how to adapt to this new approaches throughout SMS, location based marketing, QR codes, apps, sharing, social networking, mobile web surfing and some examples of how to make a successful classic mobile campaign.

Going Mobile

III. T HE MOBILE WORLD

a. T HE
NEXT BIG THING !

As said previously mobile phone did revolutionized our way to think and to consume information but some numbers could help understand this massive exodus from desktop computers to mobile phones or smartphones. There are now 7091246369 people living on earth (WORLD BANK, 2011), on all theses people more than 5 billion of them have a mobile phone, that means almost 80% of the world population is reachable in a fraction of second! Mobiles phones are reaching a bigger population everyday especially in the newly developed countries such as India or in Africa because mobile networks are easier and less expensive than traditional phones networks to install (MIAILHE, Nicolas, 2012) and on these mobiles phones 1,08 billion of them are smartphones (STRATEGY ANALYTICS, 2012). This number is amazingly high when we compare it to the total amount of people who have an access to the internet which is only of 2,3 billions: on two person who have access to the world wide web almost one access it throughout a smartphone (LE MONDE, 2012)! What does that means exactly, what can we do with one billion people connected 24/7 to the grid with permanent access to their email, to the internet, to maps, to cameras? According to researches 89% of mobile phone users are actually using it during the day, that means that it isnt only stuck in a pocket or in a purse but that the owner will turn it on to check emails (76% of the usages in 2011), browse the internet (84%), check Facebook or any other social network (59%), play a game in transport or in the queue (64%), search for the nearest restaurant or simply sending a SMS (92% of usages). But who are theses people on their phone all day long, do we know them, know who they are or how they think? Smartphones are used by people of all ages and booth sex (53 to 47%) but obviously the younger they are the more they posses one. People from 25 to 34 are

Going Mobile

27% of the smartphone population and its quite understandable since it still cost a lot of money: the last iPhone costs at least 679 and even if it does not represent 100% of smartphones, the iPhone invented them and when we think smartphone we think in a first place to the iPhone. We then find the 35-44 years old population who detain 21% of the market shares followed closely by the 18-24 years old. We could compare smartphone population to those who uses technology in an everyday base and find out they are almost the same people, that is to say older generations are a bit hostile to this devices even if they are almost 11% of smartphone owner who are now more than 55 years old. We even know where we can find most of them: smartphone are present mostly in Singapore, Canada, Hong Kong, Sweden, Spain, in the USA and Australia (GO-GULF.COM, 2012). Are smartphone really that present, is it here to stay could we ask. One number should explain how smartphones are growing, during the last trimester of 2010 there were more smartphones to be sold than personal computers: 100,9 million smartphone against 92,1 PC (LAPORTE, Christophe, 2011)! And that was only in 2010 when the iPhone 3GS was the brand new phone everyone wanted! In august 2012 there were already 154 million smartphone sold (LUNDEN, Ingrid, 2012). It was only at the half of the year and compared to 2010 we could already see an increase of more than 50% in sells, smartphone are definitely here to stay. Another way to see this phenomenon is to try to understand the impact theses devices have had on several other markets such as photography. On Flickr (a Yahoo! site used for photo sharing launched in 2004 that now has more than 6 billion pictures) the camera that is the most used by its users is An Apple iPhone 4S (in green of the diagram)! After that comes the Canon EOS 5D Mark II (a reflex shown in yellow) and in third position is another iPhone, again but this time its the 4 and on grey on the diagram! To that day the first and the third most used camera on the biggest photo sharing website are smartphones (FLICKR, 2012)! This means at least two things: people are carrying their smartphones everywhere at a point where its even easier for them to take a snapshot in a blink of an eye with their mobile phone rather than with the 300$ camera they keep at home. It also means that smartphones have radically change the game for

Going Mobile

companies that used to make camera, since everyone already have one in their pocket what is the point to buy a super expensive machine that does something you can already do with a device you already have?

Most popular cameras used by the Flickr community

Before going further with this study I would like to make my point with a last example: gaming. Angry bird is a game about crushing green pigs by throwing birds with a slingshot, this may sound silly but this game developed by Rovio in Finland have had more than a billion downloads from which 700 millions only on iOS devices (PRICE, Lee, 2012)! A game that costed only 80000 (consoles games can cost until 100 million dollar to produce) to develop has become the most played game ever and this is a game for smartphones only. What does this means for the gaming industry? Smartphones have become in only 5 years (we consider that the first iPhone created the whole market even tough some attempts were made before the iPhone was a mind blowing revolution) a gaming console that 1,08 billion people carry around with them everywhere already! Even better development costs are really low and the return on invest quickly made, why bother paying tens of millions dollar for the core gamer market when they could just aim for the whole smartphone population? Smartphones are a game changing, game breaking factor for an industry that weight more than cinema and music together and this was achieved in less than 5 years (GAUDIOSI, John, 2012).

Going Mobile

b. U NDERSTANDING T HE S MARTPHONE W ORLD

Until now weve been talking about mobile phones and smartphone without trying to sort nor define things out. According to the Oxford Dictionary a smartphone is a mobile phone that is able to perform many of the functions of a computer, typically having a relatively large screen and an operating system capable of running general-purpose applications whereas a mobile phone is simply a telephone with access to a cellular radio system so it can be used over a wide area, without a physical connection to a network (OXFORD UNIVERSITY). Defining what a smartphone is can actually be quite difficult therefore its really important to compare its definition with the definition of a regular mobile phone, basically a smartphone is a mobile phone that do many other things that only computers used to do. Usually the market is divided by the operating system of the phone (an Operating System is a software program or set of programs that mediate access between physical devices such as a keyboard, mouse, monitor, hard drive or network connection and application programs (HITACHI ID SYSTEM, INC., 2012)), there are mainly three of them: iOS on Apple devices, Android which is an open source system produced by Google and Windows Phones 7 and 8 that came only a few years ago supported mostly by Nokia. The following chart shows the preference of the market in terms of smartphone operating system or brands. We clearly see a domination of Apple devices in Europe but this is not the case in the USA where Googles system is preferred. We will limit our analysis of mobile marketing to theses three main solutions but others also exist such as Nokias Symbian, RIM BlackBerry OS or mobile phones companies OS, they do exists but are not significant

Going Mobile

enough

for

this

document

(OUR

MOBILE

PLANET,

2012).

Smartphones Operating Systems

5% USA 32% 40% 2% Sweden 36% 4% France 25% 43% 48% Microsoft Windows Mobile iOS Android

There are several mobile phone constructors in the world, the biggest ones are Apple with their annual iPhone, the Korean Samsung and their Samsung Galaxy, the Canadian RIM (research in motion) with their Blackberries phones, ZTE a Chinese firm and lots of smaller companies such as HTC, Motorola, Nokia, LG or Sony (RESTIVO, Kevin, 2012). The smartphone market is everything but homogenous and this means that there is an amazing amount of different configuration on the market, different screen seizes, speeds, different coding languages support (flash technology for example), different mobile models that may or may not have physical keyboards and that is many things companies must think about when starting a mobile ad campaign. Understanding the diversity of the market and adapting goals and means to theses factors can make the difference between an epic

Going Mobile

success

or

another

failure.

Smartphone World Market Share in Q3 2012

ZTE 4% Samsung 32% Others 43% Apple 16%

RIM 5%

c. SMS / MMS / E MAILS

There is one thing old fashion mobile phone and smartphones have in common and that is the ability to send and receive SMS (short message services). SMS are messages of less than 160 characters that can be send throughout the GSM network for phone to phone or computer to phone usage and are one of the most popular mean to communicate on the world: in 2011 7,8 trillions SMS were sent and that huge number should reach 9,6 trillions in 2012 that is to say an increase of 23% in one year (PORTIO RESEARCH, 2012)! Remember when we said that 5 billion people had a mobile phone? SMS are the common denominator: the best way to reach masses easily and for a really small cost. Everyone knows the humanitarian association red cross and about the help they gave during the Haitian catastrophe: they gathered more than 32 million dollar thanks to a SMS based campaign! To help them you just had to send Haiti to the 90999 and confirm you wanted to help Haitian populations and you actually just gave them 10$, just by sending an SMS (VAN GROVE, Jennifer, 2010). More than 3

Going Mobile

million person participated to this unprecedented mobilization and not only this simple number should convince anyone of the effectiveness of this kind of campaign but more than 95% of donors were first time donors (TURNER, Jamie and Hopkins, Jeanne, 2012), people who without this campaign may never have gave a single penny to help and that means more than 2850000 people in this case: SMS have the ability to mobilize at an unseen before level. This was only an example of how to take advantage of this technology but SMS have a lot of other things that can make it become your favourite way to interact with people. First of all this tech is so simple it is compatible with every mobile phone with a screen (that is to say all of them), its personable: you can modify each one of them to match the person who will receive it from the name to the special offering, its a cost effective way to interact (and that word is crucial) with your customers or prospects since SMS are now free or less than 0,035 cent each. You can send the content you want, that is to say text but if you choose to send MMS (multimedia message service) then its another world that opens: you can send pictures, hyperlinks, eBooks, music or even games (TURNER, Jamie and Hopkins, Jeanne, 2012)!! But why not be creative and not only send messages but special offers only delivered if you have the message on you or organize special events such as a picture contest where customers have to take a picture of themselves with the products in original ways or location and creating a felling of relating in a unique way to a brand or a product. Possibilities are endless and not that expensive and that makes it a perfect tool for small companies who can now fight against the biggest if they are able to be more creative: dont outspend them, outsmart them (O'REILLY, Terry and Tennant, Mike, 2010). We will close this part with a last data: SMS are read within 4 minutes after reception whereas emails are read in more than 48 hours (TURNER, Jamie and Hopkins, Jeanne, 2012) but its important to remember there is a difference between communication and spam: once a customer puts a company in his spam folder its over. Concerning Emails writing about how to develop business with email would take at least a book, therefore we are only going to see how to take advantage on the fact that people are now reading their messages on their smartphone on an daily basis. The following chart

Going Mobile

shows how much smartphone owner will check their mails and what we see is that they really do use the mail function, a lot! More than 60% of them will do so at least once a day but less than 10% of them will never ever read, reply or interact with the mailing function. The biggest majority of them will use it and that is something marketing should take advantage (OUR MOBILE PLANET, 2012). Emails are free for booth customers and businesses, they can contain up to 25 mb of information (on gmail for example), enough to send almost everything you might need and if its too big you can just use cloud storage solutions. A proximity store could send to all its registered customers a discount of 10% on specific products store if they show up with their email showing they were invited to do so and offer an additional 5% if they shared it with at least five friends and that would take less than a minut and without any expenses.

Frequency of email use on smartphone

Once a day Sweden United Kingdom France United States Gemany 0% 10% 20% 60% 30% 40% 50% 63% 62% 62% 73% 8% 60% 70% 80% 90% Never 8% 10% 10% 5%

d. L OCATION

BASED MARKET ING

As we have seen previously mobile phone have this particularity to be carried around with us everywhere we go. Adding GPS to smartphone have transformed phone into the

Going Mobile

perfect device to know everything about what surrounding us. Just turn on Yelp and find out where the best restaurants or pubs are, turn on Foursquare and find where your friends are, turn on Facebook or Twitter to find out whats happening around you, if you want to meet potential dates in your close surroundings turn on Badoo, want to find the nearest movie theatre? Well you got the trick. According to the ambient thinking globalization has destroyed the concept of places when its just the exact opposite! Globalization is all about town, communities and metropolis and thats because its all about innovation and innovation is fundamentally social: our age are not technological, but economic, cultural, and geographic (FLORIDA, Richard, 2012). The point is that even tough the Internet has changed lots of things for proximity businesses and destroyed some of them it now gives them new weapons and new opportunities to interact with their customers (SCHWARTZ, Jordan, 2011)! Location based marketing is not only about bringing new customers to a business, it is also about creating a link, a specific and strong relationship between businesses and their clients, creating a real time engagement (MEERMAN SCOTT, David, 2007). What forms can location based marketing take? Lots of companies offer discounts to their Foursquares mayor (on Foursquare when you go somewhere you check in to tell you friends where you are and if you are the one person who comes the most often to a place the software declares you the mayor of this location), some will chose to display mobile phone ads on specific locations (say for example 500 meters from all your stores) on Facebook, Twitter or Google. Thats something you can do in only a few clicks. The following chart shows the impact that location based marketing can have: in the USA in 2012 when a person looked for a local business 50% of them have called the business, visited it or their mobile website and looked it up on a map. Who could say the same about any other kind of campaign (OUR MOBILE

Going Mobile

PLANET,

2012)?

There are several websites or social networks that are based on location. We talked earlier about their leader Foursquare but there are other that are increasingly growing such as SCVNGR which is a game about doing challenges at places (SCVNGR, 2012). The idea is very simple: companies create challenges such as check in three time and get a free burrito, it generates a game for customer and for companies increase the visibility on the internet. But some companies will want to go further and thats why they can also decide to offer 50% off on their meal to persons who will be able to construct an origami with their tissue for example, its much funnier and can become a

Going Mobile

reason for groups of friends to come and see who will be able to get the coupon. Its brilliant for three reasons: it attracts new people, you create a feeling of interactions and that is the kind of things that engage customers with a brand and it is designed to reward your customers with experience points, badges, levelling By doing something like that you create a win win experience that will make people come or come back to your business (COVEY, Stephen R., 2000). Here is the last data meant to sum up everything: location-based revenue in the US is expected to climb from $2.8 billion in 2010 to $10.3 billion in 2015 (BORIS, Cynthia, 2011) An important part of location-based marketing is also 2D codes such as this one. 2D codes also known as QR codes are twodimensional bar code that contain informatics information and can be deciphered by a mobile phone or a computer (QR CODE.FR, 2011). You can print them wherever you can think of: business cards, promotional literature, subway tickets, receipts, shirts, storefront signs... any surface will do it nicely (TURNER, Jamie and Hopkins, Jeanne, 2012). All that customers needs to do to get to the information is scan them with their smartphone and they will get to whatever you prepared for them. It might just be the perfect tool for offline to online campaigns: it brings people wandering in the streets to your website, shopping system or Facebook page. But 2D codes are only as amazing as you design them to be: if you just land on a classic web page not optimized for phones you can be sure that people will just shut you down and never come back with their phone on your website. For example Phillips & Company had the idea to paint huge 2D codes of rooftop so that when people were using any map services with a satellite view they could reproduce the code and scan it, Starbucks put some of theses into newspapers that sent people on shorts videos about how their coffee was made and grown (not much space is required for a 2D code making it even less expensive to advertise), Victorias Secret was maybe one of the most brilliant idea about how to use them: they displayed huge billboards with nearly nude models with only a 2D code on them, when you scanned it she appeared with clothes on (BUSINESSNEWSDAILY STAFF, 2012)! Now imagine for a second to get this idea further, why not be able to

Going Mobile

change the underwear she was wearing: try new colours, different styles Thats not hard to do in a development point of view, 2D codes are boundless, at least as boundless as your imagination: its time to get brilliant!

e. S HARING

AND

M U LTI S CREEN U SAGE

Smartphone are designed to do one thing and do it perfectly: stay in touch with people that matters! It might be easy to forget sometime considering every other functionality they also have but theses devices we carry around everywhere are made to share our every moment but not only by calling or by sending SMS: they are also widely used for social networking. Social networking is an important feature of smartphones: looking to the following chart will give a better incentive of its place in mobile phone usage (OUR MOBILE PLANET, 2012).

Frequency of social networks on smartphone

Eire 10% 18% 60% 16% 14% 60% 13% 15% 62%

USA

Never Weekly Daily

Sweden

Social networking might sound a bit trivial but some numbers should demonstrate how much its becoming crucial in a cross platform advertisement campaign: Facebook just reached 1,2 billion users (more than one human over seven around the whole planet) and is used more than 700 billion minutes every month by users, 98% of the 18-24 years old already use it, 250 million people use Facebook thanks

Going Mobile

to mobile devices, there are more than 190 billion tweets posted on Twitter every day, more than 3000 pictures are uploaded on Flickr every minute and the list goes on and on (STATISTIC BRAIN, 2012). What does that tell us exactly, how can marketing learn from that? Social networks (especially Facebook) are now Internets into the net, for some people Facebook simply is the web: they access everything trough it and spend most of their connected time chatting, liking or commenting posts, pictures, video or links on pre cited websites. Marketing is, according to Kotler, the science and art of exploring, creating, and delivering value to satisfy the needs of a target market (KOTLER, Philip, 1999), clearly customer is the center of it and how to reach them if not by being where they are? Here is a very simple fact: 85% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure (BOSARI, Jessica, 2012). Social networking is not really about making money as much as it is about creating interactions with customers. This can have two main effects: reduce the cost of customer acquisition and increase the customer lifetime value (TURNER, Jamie and Hopkins, Jeanne, 2012). How? By interacting, by engaging, by organizing games around a brand or a product, by offering rewards, by making it personal instead of a massive message heard by everyone and going for a one to one relationship and by making customers appropriate themselves the product: no one will talk better of your product that a satisfied customer (DRELL, Lauren, 2012). An important thing to understand when we speak about smartphone or tablet usage is that we live in a multi screen world: lots of us posses a desktop computer or a laptop or a tablet or a smartphone or a portable console or a e ink reader or a TV but most often we posses at least two of them. We use each of them in different context, for different uses but we use more and more often several of them at the same time. According to recent researches smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens (GOOGLE INC., 2012). Devices are chosen depending of the amount of time we have to accomplish a specific task, by our location and by our state of mind and our preferences. The following infographics shows what people start on smartphones to end somewhere else, its important to

Going Mobile

understand that customer wont stay on one device all the way they complete a task and that means marketers have to think and understand how to follow their users and offer the best experience all the way along (GOOGLE INC., 2012): 57% of the time when people are using smartphone they are also using another screen, they are doing something else.

How can we take advantage of theses two really specific elements of smartphone usage that are sharing and multi screen usage? Some companies are using what we call live tweet to interact with their customers: live tweet is about engaging on Twitter for a continuous period of timeanywhere from 20 minutes to a few hourswith a sequence of focused Tweets. The focus can be a big live event that everybody's paying attention to (e.g. a TV show or an award show) or it can be an event you create yourself (NIEDERMAYER, Kristina, 2012). For example the channel HBO used this technique a lot when they first started the diffusion of the game of throne TV show and the diffusion of the message on Twitter relayed by HBO official Twitter account increased the amount of viewer during the whole first season (SHORTY AWARDS, 2012). There are sevral good reasons to install such a dispositive inside a campaign: Live tweeting from the event can extend your reach to an exponentially greater

Going Mobile

audience and make them feel involved, pique their interest, expose them to the central ideas, and invite them to participate even if they aren't physically present. And there's also an additional bonus: through tweeting, attendees take a more active role in the event, fostering greater ownership of the experience (PHAM , Jeanette and D'Attilio, Michelle, 2012). We could go on and on again talking about the advantages of mobile social networking for businesses but since BlackBerry made a video explaining it in a few seconds here is a link to a better understanding of the point.

f. A PPS
Apple released his app store the 10th of July 2010, one year after the release of their first iPhone and that was the date when smartphone as we know them truly came to life! Today on the iOS app store there are more than 729062 apps in the US Store only (148 APPS , 2012) and 573741 on the android market. That means more than 1,3 million new features that are only a finger away to be embedded into your device for a few dollars or sometimes even for free. Theses features can go from a simple flashlight to advanced payment systems such as Square or highly advanced 3D games such as Infinity Blade. For businesses there are two ways to make money thanks to this ability that smartphones have: become an app seller or using apps in order to improve a product or a service. Apps are a market of more than 5 billions in two years, its simply one of the biggest starts for any virtual market in such a short notice (INDVIK, Lauren, 2012). We talked earlier about companies such as Rovio and their billion selling game angry birds but we could talk about the importance social networking has taken on smartphone or business apps or news apps but were going to focus on a few example to show how smartphone apps are able to change the world as we know it. The first example we are going to examine is Square. Square is about mobile payment: we all had at some point the need to pay something without having any cash but the amount was so small the store would not take credit cards. Square is a very small device that needs to be

Going Mobile

plugged into the jack connector who is able to read magnetic bands that are on any credit card. You simply swipe your card inside, type in the amount you have to pay, sign and youre done. The device and the app are completely free, they only charge 2,75 per swipe (SQUARE INC, 2012), companies just have to ask and if theyre in the US or Canada it is delivered in less than a week and its ready to use. They now process more than a million dollar every day on thousands of shops all around the US (RAO, Leena, 2011). Instagram is another good example of what simple apps can become: Instagram is an application that let you take picture, add some funny filters and put them on their smartphone only social network so you can share with people you admire or simply with friends or family. On 2011 they already had 7 million users and more than 100 million pictures, just one year after launching (FOLLOWGRAM, 2012)! Facebook bought them for a billion dollar in last April, less than two years after they launched (RUSLI, Evelyn M., 2012). Theses are only two of the incredible success stories that app have seen a really short notice, possibilities are endless and they can profoundly change the world. Another kind of apps are web based apps, we wont talk about it too much but it can be important to understand how to avoid going trough Apples validation process for every updates you can have to do and therefore give you more flexibility in managing your product. The second reason to choose this option is development languages: Apples iOS are designed to support only Objective-C language, a rather complicated and specific one that need intensive training to be mastered and modified for each new platform you might want to go whereas web based app can run under Java, HTML 5 or CSS that will display effectively on any devices (WAYNER, Peter, 2011). We use lots of them already in our everyday life such as Gmail, Office 360, Go to meeting or even Deezer. Companies who are looking for low cost, adaptable and cross platform solution might prefer going for such solutions (LFBERG, Martin and Molin, Patrik, 2005).

Going Mobile

g. M OBILE R ESPONSIBLE D ESIGN

A major part of the smartphone experience is about surfing the web, in 2012 more than 75% of smartphone owner regularly used their smartphone in order to browse the net trough their mobile navigator (not inside an app) (OUR MOBILE PLANET, 2012). According to this study 30% of theses users were not satisfied or were indifferent to this user experience because website were not adapted to a mobile consultation. Understanding that mobile phone surfing is a completely different experience from usual desktop consultation is crucial if companies want to succeed in their mobile strategy especially the on the go attitude (TURNER, Jamie and Hopkins, Jeanne, 2012). This difference is not only due to screen seizes but also because of the difference of usage in smartphone. A correct smartphone friendly web site should at least have small pages (which means less data downloading and quicker response), a simplified design so customer will find what they came for in a fraction of second, get rid of all the useless decorum and be able to recognize the screen seize and adapt to each device (KYRNIN, Jennifer, 2012). Best smartphone website designs have some specificities that make big difference between them and their competitors. First of all they must not only be quick, they must provide instant answers, keeping in mind that smartphones runs on 3G or Edge (LTE is not everywhere yet) and understanding that people pay for a limited amount of data and a low connexion is a key feature here. This means processing pictures so they are booth nice and quickly displayed is crucial but since screen seizes and resolutions are much different from one phone to another companies need to know on which device their website is an important part of the trick. Depending of their device, for example if they are using an iPhone or a tablet or a Samsung Galaxy Note they will want different type of experiences and will expect you (meaning the company) to find a way to deliver the best experience.

Going Mobile

Smartphone websites need to include different layouts and be adapted to any situation, any devices and any orientations (vertical or horizontal) (MAY FIELD DIGITAL, 2011).

h. M OBILE D ISPLAY A DVERTISEMENT A ND M OBILE P AID S EARCH

During this paper we spoke a lot about how to take advantage of smartphone to offer better products or new services but smartphones are also the best way to display advertisement companies could dream about. Why is it so? They simply are the best tools to segment customers: since it is the most personal of our devices they contains almost everything a marketing team could dream about: all the places you have been visiting, by knowing the smartphone you choose, demographic data, user lifestyle, interests, habits everything about modern individuals are stored in theses devices. That means companies can aim better and create different answer to each type of customer differently. On top of theses incredible advantages there are also an important number of communication tools that can and should be used depending on what message you want to send the world. We cant study all of them but there are at least 5 different ways to advertise on smartphones: mobile optimized search engines such as Google, Yahoo or Bing, mobile Q&A services that are basically human search engine trough SMS, find my nearest that is closely related to location based marketing, mobile discovery services that consist of recommendations engines such as Amazon.com has or dynamic mobile selection interface services (only available on smartphones) and thats based on the fact that most people are always basically making the same searches and therefore the phone will download lots of possible search in advance (TURNER, Jamie and Hopkins, Jeanne, 2012). Those 5 options are the most interesting ones but there is no particular reason not to continue displaying ads on videos, websites or apps. The following chart shows how important smartphones are when a customer wants to make a purchase in the USA and in China (OUR

Going Mobile

MOBILE

PLANET,

2012).

Smartphone influence on purchase decision

50% 53% 49% Changed mind about in store purchase 29% 32% 35% 0% 10% 20% 30% 40% 50% 60% Intentionally take smartphone to research products Change mind about online purchase

In this article were only to give a closer look to some campaign that fortune 500 companies did that were booth mobile oriented and successful. One example of an interesting approach of displaying ads on smartphones is the one HBO used for its seasons premiere of True Blood (a TV show about vampires). The idea was that TV shows fans and movies fans always stick to the same apps such as Flixer or IMDB and so there was a good probability that lots of potential viewer would be on theses apps on the evening of diffusion. What they did is that when users touched their screen a bloody fingerprint appeared, touching again a second one would appear and then a third and blood starts dripping to the bottom of the screen and when it finally reached the bottom an ad appeared to tell users to go and watch the new episode. This campaign was ground shaking since it increased viewership of 38%, it brought 5,1 million new viewer for that episode. Land Rover also used mobile ads to better target the people they were displaying ads to and decided to show ads about their cars only to people with high net revenue but also to add rich media elements such as wallpapers, photos and interactive 3D models. The campaign generated 45000 video views, 800 brochures demands and 1100 clicks to call (TURNER, Jamie and Hopkins, Jeanne, 2012). By targeting more precisely their potential customers they were able to diffuse a better message that generated more interests from real potential buyers.

Going Mobile

Google ad is full of theses kind of success stories and its easy to understand why: it simply works.

IV. C ONCLUSION
Smartphones may be the most powerful tools any marketing generations have been allowed to access: they are the most personalized tools customers bring with them everywhere they go, they use it for plenty of different tasks since theres an app for that. Smartphones are the tools that make every other technology come together in one device: its the connective tissue of ours modern lives. Smartphones are a tool people use all their time, even when they are doing something else or using any other device such as computers, consoles or even TV. Smartphones are the tools that links 1,2 billion persons trough SMS, social networks, emails, calls or Tweets whereas mobiles phones link 5 billions in total! Its having such an impact on our lives we are only starting to see the potential theses devices can have and its been only here for 5 years. It is not the next big thing any more: it simply is THE big thing. Smartphone have happened already and its time for more and more companies to come up with creative ideas to generate interest around their communication. Smartphones are going to get cheaper, more powerful, they will get more and more efficient at what they already do and take a bigger roles in our lives. There is one thing that is for sure: they are here to stay and their potential is as limitless as marketing and users imagination.

Three objects were considered essential across all participants, cultures and genders: keys, money and mobile phone. Jan Chipchase, Nokia

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