In partnership with

Mobile
Whitebook
2013
Data, trends and best practice
 www.velti.co.uk
Mobile Whitebook 2013

2
 Mobile Whitebook 2013
Contents
4 Introduction
About Velti

6 Forewords
From Velti
From Econsultancy

7 Consumer Data: The Case for Mobile

8 Mobile penetration and use grows
9 Tablets become the screen of choice
10 Marketers need to cater for an multichannel world

16 The Business Landscape

20 Best Practice Advice

21 Five steps to mobile success
23 Measurement for mobile
24 Mobile tactics for your marketing funnel

25 Case Studies
26 Vodafone Freebee Rewardz
26 Walkers Homegrown
27 Samsung Hope Relay

28 How Velti Can Help You

28 Strategy in action

www.velti.co.uk 3
Mobile Whitebook 2013

Introduction
2013 ushers in a new age of consumer preference, consumer habits and
consumer devices. The focus for marketers should be the same as it has
always been, on the customer. Mobile marketing has made it through
the Wild West and we are delighted to see positive and wide adoption
in the industry.

We have seen a surge of interest from brands investing time, thought

and resources into their mobilisation efforts. Brands from all of our
sectors have sought advice on mobile best practice, and due to the
demand, we are delighted to share some of that expertise. Our research
combines leading industry statistics, primary data and analytics from our
own Velti platforms.

To fully understand how the end consumers are using their devices, E
consultancy have partnered with Velti, the leading mobile marketing
and advertising agency, to provide truly actionable insights to help you
formulate an effective and accountable mobile strategy.

4 www.velti.co.uk
 Mobile Whitebook 2013
About Velti
Velti is the leading global provider of mobile marketing and advertising
technology solutions that enable brands to implement highly targeted,
interactive and measurable campaigns by communicating with and
engaging consumers via their mobile devices.

Velti’s experience in mobile spans all sectors and global regions, whilst
their solutions cover the full end-to-end mobilisation journey, from initial
activation to mobile customer acquisition through to retention strategies.
They work with their clients to educate, optimise and inspire the use of
the mobile channel and ultimately grow their revenues.

Our clients include:

Media

Retail

FMCG

Finance
and MNOs

Gaming and
Gambling

Others

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Mobile Whitebook 2013

Forewords

From Velti
As a business we aim to innovate, explore and anything on the channel. This means that there is

 50 survey respondents randomly sampled

share groundbreaking best practice to ensure that still much work to be done in our industry to assist

and polled across all sectors in the UK

we help our clients capitalise efficiently on the brands in their mobilisation efforts and revenue
mobile channel. The mobile landscape is complex growth activities.
and our team of dedicated strategic planners and
analysts are committed to sharing both internal We look forward to hearing about your plans and
and external knowledge to advance your own ideas for the channel of choice in 2013.
marketing strategies in 2013 and beyound.
Best Regards
Just 2 in 10 of our sample* stated that they are 100%
Barry Houlihan
mobile, while a significant 45% of respondents
General Manager
stated that they need to do more or don’t do
Velti Western Europe

*5
From Econsultancy
Over the past few years, a cliché within marketing mobile devices are already the default way for

** http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
has been “This is the year of the mobile”, or more most consumers to access and gain information on
recently in a desperate plea for attention, “This year digital products and services.
is really the year of the mobile”.
Despite this, the research revealed by Velti in this
In my opinion, such comments are not helpful. document shows that the majority of marketers are
They present mobile as a transient consumer spending 5% or less of their efforts on mobile.
trend or fashionable term which can be dropped
into conversation to win budgets and convince I hope the data, insights and best practice tips
organisations to take action. presented in this document will spur you and your
organisation to take action and take advantage
The reality is that mobile is now already entrenched of the opportunity presented by the new digital
within consumer behaviours and decision making. landscape.
Over half the population in the UK and the US own
a smartphone and 65% of all online activities begin Andrew Warren-Payne
on a smartphone. ** With PC sales plummeting, Senior Research Analyst
Econsultancy

6 www.velti.co.uk
 Mobile Whitebook 2013
Consumer Data:
The Case for Mobile
Mobile devices facilitate consumer interactions with your brand at
any time or place convenient to them, and with over 14,000 different
smart devices and tablets in use, interactions on the mobile channel
are increasingly critical moments in the customer journey. Ensuring
that these experiences remain positive should be at the centre of your
mobile strategy.

Consumer expectation has soared in recent years. Consumers now

demand brands to be uniformly presented regardless of access points,
and oversight has meant many brands falling behind their full potential.
The successful implementation of many brands’ mobile strategies
(including Facebook and Amazon) has been a positive step in the right
direction for the industry. However, despite undeniable adoption of
smart devices by global consumers, marketers have been relatively
slow to fully realise the potential of the opportunity presented. With
the imminent rollout of 4G services, the ever-increasing presence of a
variety of devices and screen sizes, Tablet, Phablet (ie. phones so large
they are almost like tablets, such as the Samsung Galaxy Note) and
even Laplets (Laptop/Tablet hybrids such as Windows Surface), it is vital
to understand the role these devices play and how to best adapt your
marketing strategy to become truly multichannel.

The connected consumer now uses a variety of devices to research

and complete even simpler purchases. They expect a great brand
experience on every channel, platform or device, and they expect to be
able to switch between them seamlessly. Anything less is a poor brand
experience. Many brands state they have tried mobile but customers
only use it to view their product not purchase. Chances are
what this really means is that most brands have not been
optimised for mobile.

www.velti.co.uk 7
Mobile Whitebook 2013

Mobile penetration and use grows

Mobile devices have rapidly become an
integral part of our everyday lives Key facts about global mobile use
A recent survey by the insurer Endsleigh reports that 32% of us • Over 712 million smartphones were shipped globally
would be more willing to go without alcohol for a month than in 2012 according to IDC – a 45% increase on 2011.
lose our mobile phone, with 24% of respondents believing that
losing their phone would be detrimental to their mental health. • Lower-cost smartphones made by Huawei and ZTC
are helping to fuel this trend in emerging markets.
Nielsen reports a 97% mobile phone penetration in the UK,
with 64% of these being ‘smartphones’.
Android becomes the dominant smartphone
A year ago, smartphone penetration in the UK tipped over the operating system
50% mark, making ownership irrefutably ‘mainstream’ for the
The rising success of Android has altered the landscape of
first time. At the end of 2012, penetration levels were close to
mobile operating systems. Android now outpaces iOS sales by
two-thirds of the population. That has changed the way brands
two to one, and this trend is increasing. Already, penetration of
can communicate.
Android smartphones is close to 50%.

Smartphone use is a global phenomenon

This phenomenon isn’t contained within the UK. Smartphone iOS
penetration in the EU5 has crossed over into the mainstream 28%
at 57%, which is higher than the respective penetration rate
of the United States (54%). Meanwhile, rates are lower in Symbian
Germany (51%) and Italy (53%). 3.1%

Windows
6.4%
Smartphone penetration Market Share
iOS/Android
BlackBerry in the UK
15.2%

Android
46.6%

97%
mobile phone penetration in the UK,

64%
of which are
Smartphones

8 www.velti.co.uk
 Mobile Whitebook 2013
Tablets become the screen of choice
Tablet penetration has also doubled since 2011, and the increased competition from cheap
alternatives has undoubtedly helped to fuel this growth. The rapid adoption of tablet devices
has fragmented the mobile landscape and there are notable differences in user characteristics
between the two mediums. Mobiles are highly personal, while tablets are often shared. The
majority of tablets are WiFi-only and used mainly at home.

Tablets to replace PCs and laptops as the The switch from desktop and laptop devices to tablet has
device of consumer choice been accelerated by a number of factors. Manufacturers are
increasingly seeing the value of creating smaller and cheaper
With IDC reporting a near 14% drop in PC and laptop sales in
tablet devices as these are lower cost. In addition, larger
the first quarter of 2013, it’s likely that beyond handheld mobile
tablets are less portable while their heavier weight makes
devices, the tablet will be the primary device through which
them less comfortable to use for prolonged periods of time.
the majority of consumers will interact digitally with brands. By
2017, it’s expected that annual tablet shipments will exceed
350 million, significantly in excess of the 300 million PCs 31%

currently shipped annually. Consumers are migrating to the

portable device fast. 2012

2011 24% 24%

23%

20%
402.5% 19%

263.0% 15%

77.4% 10%
48.1% 26.8%

-27.7%

4Q12/4Q11 Growth in Tablets

– global data
UK
FRANCE
GERMANY
ITALY
USA
SPAIN
AUSTRIA
NETHERLANDS

Key facts about tablet penetration

• Close to 53 million tablets were sold worldwide in Q4
2012, a 75% increase YoY. Tablet penetration
• From Q4 2011 to the same period in 2012, Samsung
and Asus had the biggest growth but Apple is still in
the lead.

• Tablets sold globally in Q4 2012:

– 22.9 million iPads
– 7.9 million Samsung devices
– 3.1 million Asus devices

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Mobile Whitebook 2013

Tablets become the second screen of the family

With their ease of use, long battery life and high quality user
experiences, tablets are well used in the homes of consumers. Top Activities performed during
Rather than desktop devices, which are more likely to be
simultaneous screen usage
confined to a single location, tablets can be moved around the
house and used for a multitude of tasks.

One phenomenon that’s occurred with the rise of smartphones

60% 44%
and tablets is that of ‘second-screening’. This is the use of
Emailing Internet
tablets while watching TV or another device. In the UK, 24% Browsing
of consumers do this several times a day. The activities being
performed during second screening are broad and occur both
sequentially, as we start tasks on one device and continue on
another, and simultaneously, as we watch two screens at the
same time. There’s a vital link between traditional consumer
engagement with brand advertising and mobile search; and
42% 25% 23%
Social Networking Playing a Game Searching
of course hard wiring ads to devices with Shortcodes to drive
customer response levels.

Respondents: 550
15% 9%
Work Watching
Simultaneous use of Tablet Documents Video
while watching TV
In addition to second-screening, tablets are used to access
television content. UK consumers are the most likely in the
world to access television content over the internet, ahead of
the US. This is encouraged by the early arrival and success of
products such as BBC iPlayer.

By understanding second-screening behaviour, marketers

have a unique opportunity to tailor campaigns in an integrated
fashion. TV no longer commands our full attention – for half
of us, ‘lean back’ now has a ‘sit forward’ component, which
provides an opportunity to engage with consumers in a
timely and relevant fashion through the channels available to
them via a tablet device, but given the range of screen sizes
many brands are coming unstuck by relying on their website
experience to render to tablet.

• The tablet is not confined to one room in the house. It is well

Respondents: 550

shared and well liked

• Tablets are used for email and gaming, with levels of

shopping twice that of a smartphone

• Tablets can empower better conversion rate through

touchable and swipe-able content

• Multi-screening consumer behaviour is both sequential and

simultaneous

Key facts about second screening

• 78% of UK TV viewers simultaneously use a
smartphone while watching television in a typical day

• 80% of UK tablet owners do the same (but as yet,

fewer owners).

10 www.velti.co.uk
Tablet behaviour is different to that on smartphones

Mobile Whitebook 2013

The characteristics of tablet devices compared with The creation of mobile-optimised shopping experiences,
smartphones means that consumer behaviour is markedly which take full advantage of the larger screen and touchability
different between the two. In particular, consumers appear provided by the tablet, along with the time of day a tablet is
to be more willing to shop on tablets (4 in 10) than on most likely to be used (ie. at home in the evening), mean that
smartphones (2 in 10); but this still means that 6 in 10 people retailers will often see significantly higher conversion rates
shop on mobile devices. from tablet than from mobile devices; these mobile optimised
experiences will also serve users who shop on smartphones

For which of the following do you

typically use a tablet / smartphone?
79% 78%

72%
Respondents: 550

Respondents: 550
67%

61%
59% 58%

52%
50%
48%
46%
44%
42%
37%

30% 30%
26%
24%
20% 20%
Email
Playing games
Facebook
Reading books
Reading news
Listening to music
Shopping
Watching movies or TV
Research restaurants
Research travel

Email
Making phone calls
Facebook
Listening to music
Playing games
Reading news
Photo management
Research restaurants
Shopping
Twitter

TABLET OWNERS SMARTPHONE OWNERS

Key facts about tablet behaviour

vs. smartphone behaviour
• The survey showed 67% of tablet and smartphone
shoppers only use apps for their favourite stores.

www.velti.co.uk 11
 Marketers need to cater for a
Mobile Whitebook 2013

multichannel world
Although the trends and statistics present a strong case for developing a valuable user
experience on smartphone and tablet devices, the reality is that the use of these does not exist in
a vacuum. Although digital has often being quoted as the disrupting factor in creating non-linear
customer journeys, customers have always carried out their purchasing decisions in complex and
unique ways.

Companies need to cater to multi-device

user journeys
Today’s reality is that many consumer purchase decisions
cross multiple devices, and research from Google shows that

4in%ue on a
smartphones are the most common way in which consumers
start their online activities.

% cont
6ti1nue on a Tablet

con ptop
PC/La

t on a
% starartphone
65 Sm
5in%ue on a
% cont
19 a
Tablet

ue on
contin hone
p
Smart
 

t on a
% staCr/Laptop
25 P %
1ti0nue on a
con ptop
PC/La

t on a
% starblet
65 Ta

Key facts about multi-device journeys

• When shopping, sequential multi-screening and
channel threading is commonplace.

• 67% reported they start a shopping activity on one

device and continue on another.

• Mobile is the most common starting point for

shopping activity.

12 www.velti.co.uk
Selling effectively means reaching the right person at the right time at the right place –

Mobile Whitebook 2013

and on the right device
Users typically use devices differently depending on a number
of factors, including time of day, their position in the buying Key tips to target
cycle, where they are physically located (eg. home, work or
travelling) and the product which they are researching.
multichannel customers
• Ensure your digital properties are mobile-ready.
Marketers should look to provide a customer experience
Conduct user experience testing in order to make
that adjusts and accommodates for the variation in content
sure your customers can conduct key tasks on an
consumption and buying behaviour by device, time and place.
array of devices.
The chart below illustrates how device behaviour changes
depending on both the time of day and also whether or not • Experiment with custom-ad scheduling to show
it is a weekend. Weekends and evenings generally see an mobile ads/SEO/PPC (both display, paid search and
increase in the amount of time people spend on mobile more) at the times of day when up to 60% of your
devices, particularly on tablets such as the iPad. customers are most likely to engage effectively with
them.
The reason for this increase mainly comes down to the fact 23:00
that these are the times when people are likely to be finished • Post on social media when your consumers are most 22:00
with work and therefore using mobile devices either while likely to engage. Often this means in the evenings
21:00
travelling or commuting, while out and about, or relaxing in the and at the weekend.
home. Marketers should take advantage of these behaviours 20:00
by timing their efforts accordingly using mobile media to • Take account of the changing pattern of consumer
19:00
maximise at its peak times and geofence to find consumers behaviour throughout the day and week. Target your
in the right place. mobile efforts accordingly. 18:00
17:00
Another change caused by the shift to mobile is that marketers
can more effectively geo-target their ad campaigns to only hit
16:00
those who are in the right place at the right time. For example, 15:00
local retailers can choose to have their campaigns display only 14:00
to people within a certain distance of their store and when the
store is actually open. 13:00
12:00

iPad
11:00
10:00

Weekend
09:00
08:00
07:00
06:00
Android
iPhone

iPhone
05:00
04:00
iPad

03:00
Weekday

02:00
01:00
00:00

Android
00:00
01:00
02:00
03:00
04:00
05:00
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00

Weekday
www.velti.co.uk Weekend 13
Mobile Whitebook 2013

ROPO and ‘showrooming’ become the way consumers like to shop

Another effect caused by the proliferation of mobile devices With the number of people owning smartphones still increasing
are the phenomena of the ‘ROPO effect’ and ‘showrooming’. and the most successful bricks and mortar stores gaining more
ROPO refers to when consumers ‘research online and of their income from digital than ever before, retailers who do
purchase offline’ while ‘showrooming’ is where consumers not adapt to this change in consumer behaviour are likely to
look to inspect products in-store before purchasing them at a find themselves in a precarious position.
lower price online.

Research from Econsultancy shows that this trend is significant,

with a survey of 1,000 UK and US consumers showing that
more than 90% use the internet to research products and
services before buying at a local store, while 43% of UK
Key steps to accommodate for ROPO
consumers and 50% of US consumers said that they had used and ‘showrooming’ behaviours
their mobile to compare prices and look up product reviews
while out shopping. • Facilitate ROPO behaviour by offering click-and-
collect services, prominent telephone numbers on
mobile websites, and easy-to-use store finders which
can make use of GPS-enabled smartphones.
57%
• Include mobile-relevant calls to action in-store –
these can include QR codes and shortened for apps
50% 50% and websites, product reviews, videos and more.

• Use mobile coupons, SMS codes rewards points and

43% geo-targeted ads to drive mobile users to purchase,
whether in-store or online.

• Provide a customer experience that cannot be

undercut – while pureplays such as Amazon may
be able to undercut competitors on price, providing
a stress-free and enjoyable customer experience
can assist in acquiring and retaining customers who
place a premium on a quality shopping experience.

USA
Respondents: 1000

UK
YES

NO

>90% of consumers use the internet to

research products and services
before buying at a local store

14 www.velti.co.uk
 Mobile Whitebook 2013
The actions of GAFA shape the way consumers and businesses adapt to the mobile and
multichannel world
Google, Apple, Facebook and Amazon (collectively referred to In short, companies should ensure that they are not dependent
as GAFA) represent the four most powerful companies within on any single GAFA-powered customer acquisition or retention
the digital world. Despite the fact that all come from different channel. They should look to diversify the ways in which they
roots, their activities are beginning to converge and overlap reach and engage with their customer base so that any rapid
in a way that has significant effects for all as digital becomes changes will not place them in harm’s way.
a more integral part of consumers’ everyday personal and
professional lives.

Very few companies have the ability to directly compete

Key facts about GAFA and
against GAFA in the areas in which they excel. Rather,
companies should be looking to harness the way that multichannel
their products and services interact and engage with their
• Google has a 95% share of the mobile search market
customers, while staying abreast of developments that may
and they pay Apple in the region of $1bn a year to be
cause damage to their business.
the default search on iOS devices.
Such changes that have caught companies out include:
• Google collects 57% of mobile ad revenue in the
• Operating system changes in Android and iOS, leading United States while Facebook, its nearest competitor,
to higher than expected costs for app development and gets just 9%.
improvement.
• Google are no longer doing ‘mobile-only’ ads. By
• The removal of free product listings within Google Shopping, launching ‘Enhanced Campaigns’, all campaigns
changes to algorithms and the deployment of ‘Enhanced must now target tablet/desktop-only or all devices
Campaigns’. (mobile plus tablet/desktop).

• Changes to Facebook’s news feed algorithm, reducing

the opportunity for low cost and wide reach, placing a
requirement on paid advertising.

• The emergence of competitors selling similar products on

Amazon Marketplace.

Mobile Ad revenue
collected by

57%
Google in the US

Facebook
Collects Just 9%

www.velti.co.uk 15
Mobile Whitebook 2013

The Changing
Business Landscape
As smartphone penetration rapidly increases and more and more retail brands
add mobile to their strategy, you probably don’t want to be the one left behind
trying to catch up with the latest trends.

Many organisations have woven online into their customer strategy and many
have been weaving social into their mix but few have mobile at the heart of
everything they do.

As shown in the previous section, • 62% know what tasks their customers
consumer behaviour is changing so perform on their mobile devices
rapidly that it requires constant innovation • 54% are acquiring new customers
and investment. With 65% of shopping through mobile
journeys starting with a mobile device
channel threading (customer journeys • 50% feel they do as much as their
spanning multiple devices) commonplace, competitors on mobile
and simultaneous screening and mobile • 49% state that mobile is delivering extra
retail sales still growing exponentially, revenue
almost every business has a strong
business case for investment in mobile. With these in mind, it goes without
saying that adding mobile to your online
Velti’s survey has found that investment and traditional media strategy will help
into mobile has slightly increased in you create a match for your customers
recent years, with 2% more brands now behaviours, enhance your relationship
allocating between 5% and 15% of their with them, turning them into your brand
marketing budget into mobile. This, along devotees and sell more products.
with the fact that 6% more brands have
turned 100% mobile, indicates that mobile It is forecasted that the strong investment
is now a core part of most organisations’ levels in mobile will continue through
strategy. the rest of the year, so make sure you
take good advantage of the time left
Additional responses that will help and develop the most suitable mobile
you build your confidence towards the solutions for your audience strategy.
mobile approach of your business and its
potential ROI, are the following metrics
which a sound mobile strategy can help to
define:

16 www.velti.co.uk
 Mobile Whitebook 2013
Key steps to make your brand
more mobile
How mobile is your brand? • Segment your analytics to investigate the differences
between mobile and non-mobile traffic. Use this
17% 11% 10% 10% We’re 100% insight to exploit mobile strengths such as more
mobile
local content, and counter weaknesses such as non-
14% 12% Doing it well
16% mobile optimised checkouts. Velti can help with this.
with a few gaps
23% www.velti.com
46% We need to do
49% • Consider older techniques such as SMS to increase
47% more / We’ve
scratched the brand loyalty. SMS codes can be used to track the
surface
effectiveness of such campaigns. They are still
45% massive functions in mobile utility (8 billion external
Respondents: 550

messages per annum in the UK).

• Exploit lower advertising costs on mobile channels as

a tool to lower your customer acquisition costs.

28% We don’t do
20% anything
23%

11%

6%
3% 2% 4% Don’t know
Have you activated your
brand on mobile?

Do you use mobile to

acquire new customers?

Do you use mobile insights

to optimise campaigns?
Do you use mobile to
drive customer loyalty?

What share of your marketing effort is

devoted to mobile marketing?

10%

Respondents: 550
10%
5%
10%
13%
15%
20%
Brand activation shows promising growth, with 40% of brand 53%
respondents stating that they were proficient with their
mobilisation. However, this leaves the majority of respondents
(59.3%) who felt that they needed to do a lot more. 50%+
Surprisingly, only 27% of respondents were utilising the mobile 14%
channel to acquire new customers. Mobile is a fantastic
channel to merge your offline marketing efforts with traceable
digital interactions through Shortcodes and messaging to
activate mobile sites and app downloads. Advances in geo- The data from our survey shows that the majority of companies
locational technology and the proliferation of smartphone (53%) are only dedicating a small fraction of their marketing
devices into the consumer landscape have meant also smarter efforts to mobile. With smartphone penetration on the rise
targeting, faster response time and, importantly, accountable and mobile often being the most frequently used digital
revenue increases. channel by consumers, the proportion of marketers spending
more time on their mobile marketing efforts will have to grow
substantially over the coming years.

www.velti.co.uk 17
Mobile Whitebook 2013

Key tips to get ahead of the curve

• Most marketers are behind the curve when it comes to mobile. By investing now, you will be reaping the rewards in the
coming months and years as customers place even more importance on a quality mobile experience. Early adopters
will gain critical mobile market share.

• Adopt an agile approach to mobile development and improvement. This will allow you to move quickly with rapid
changes in the market.

• Consider the whole customer journey when justifying the mobile business case – looking from a last-click perspective
will most likely undervalue the channel massively. Investigate analytics tools which will enable you to form a more
accurate picture of how journeys across devices are part of the customer journey.

• Don’t expect your web and e-Commerce platform to work on mobile and tablet devices.

What do you know about the impact of

mobile? Although our data indicates there is a clear acknowledgement
that brands on the whole need to do a lot more on the mobile
13% 17% 12% 13% 15% 14% 22% Don’t
know channel, current investments tell a different story. Only 33.3%
No of respondents indicated that over 15% of their marketing
25% 31% 33% budget was invested in the mobile channel.
35% 37%
Yes
25%
42%  

Key tips to get ahead of the curve

62% • Perform mobile user experience testing to
58% 57% understand how customers use your site and
54%
49% e-Commerce services on mobile.
49%

• Ensure key tasks such as mobile checkout, locating

Respondents: 550

a phone number and store search can be completed

36%
with ease on mobile by testing them across multiple
devices.

• Make sure that your mobile experience at least

matches that offered by your competitors. Remember
it only takes one click for a user to leave your site.

• Mobile KPIs and ROI estimates need to be predicated

Do you know what tasks your customers
perform on their mobile devices?
Does mobile help you engage customer networks
and spread the word about your brand?
Do you view mobile as the
shop in your pocket?
Are you acquiring new
customers via mobile?
Does your mobile strategy allow you to do
at least the same as your competitors?
Is mobile delivering extra revenue
as a service and sales channel?
Are you providing a true value
exchange for your customers?

upon mobile specific activities, not with generic

digital marketing milestones. Understand how these
contribute to the broader marketing picture.

18 www.velti.co.uk
 How significant do you think the following On a scale of 1 to 3 how worried are you

Mobile Whitebook 2013

trends will be over the next 12 months? about the impact of each of the following
1% 2% 2% 4% 2% 2% 3% 2% 5% 3% 5% 8% 16%
issues on your business?
4% 7% 9% 12% 19% 24%
26% 16% 12% 19% 21% 18%
25%
30% Games
36%
34% 37% 35%
29% 32%
4G
44% 44% 47%
34%
69% Mobile broadband
66%
Respondents: 550

37%
Mobile messaging
54% 52%
51% 30%
47% 48% Apps
40%
NFC
32% 32%
30%
26%
Mobile data warehousing
19%
Location based services

Geo targeting
Customer Engagement
Mobile Web
Mobile Payments
Loyalty
mCommerce
In App Payment
Social
In App Notification
HTML5
Mobile Messaging (2 way)
Platform Convergence
Second Screen
Gamification
Mobile convergence

mWallets

Operating systems

New rich media formats

The role of MNOs (Operators)

Very Significant Somewhat Not at all Mobile payments

significant significant significant
The value of mobile as a channel
Customer Engagement, Mobile Web and Mobile Payments The standard of delivery from the

Respondents: 550
are highlighted as the top three trends our respondents mobile industry
felt would be very significant over the next 12 months. Customer adoption and insight
Interestingly, the core elements of the mobile mix have not The shape of the mobile landscape
over the next 24 months
changed significantly since our last survey, indicating that last
Evolving and new technology
year’s uncertainties regarding best practice have not yet been
answered.
Not at all worried
Somewhat concerned
How to use mobile trends Extremely worried

to drive your efforts forward Marketers were also asked to list how worried they were about
• Audit your own mobile efforts across the trends that a number of topics within mobile. The survey revealed that
are coming up. See how well you engage with your areas that were significantly ambiguous or unclear were those
customers through mobile, how your site performs in most likely to cause concern. New technology, The shape of
different mobile browsers, and what mobile-enabled the mobile landscape over the next 24 months and The value
payment methods you are offering. of mobile as a channel were all areas in which one in five or
more marketers said they were ‘extremely worried’.
• Analyse how your competitors are also behaving in
this space keep an eye on how they are coping with While the speed of change in the digital (and especially
emerging trends. mobile) landscape can be daunting, there are ways of handling
it. Make sure you keep testing and experimenting to ensure
• Identify which quick wins you can achieve to constant incremental improvement. Adopt agile development
make progress in these areas. For more detailed practices to respond quickly to change. Look at how your
progress, create a roadmap that you can implement customers use and engage with your brand to gain insight that
as the situation changes. Again, by taking an agile will enable you to take action.
approach, you can react swiftly to changes in
mobile and adapt existing products and services to
changing circumstances.

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Mobile Whitebook 2013

Best
Practice
Advice

20 www.velti.co.uk
 Mobile Whitebook 2013
Five steps to mobile success
As the data from our survey of marketers has shown, few companies are putting significant
resource into their mobile marketing efforts, despite the growing impact of mobile devices on
consumer behaviour and the huge penetration levels.

To get you ahead of the field, Velti have put together this mobile checklist to help you assess
your own organisation and how mobile-ready you are.

1  Carry out a mobile audit 2 Test and improve the mobile

Before you begin any work on mobilising your business, you customer journey
should form a robust understanding of where you are now and Are you providing an elegant mobile journey for customers?
how you are providing services to your mobile clients. Have you mobilised all touchpoints? Far too often, we see
brands either diverting to non-optimised websites or sending
Key questions to ask include: out non-responsive emails which don’t render to match the
• How many customers are trying to interact with your brand device format. What about your application? Is this just a
through mobile? How is this growing over time? replication of your mobile website?

• What do your customers want from your brand/business on Key steps to follow include:
mobile?
• Compare bounce rates and exit pages on mobile versus
• What key tasks do you need your customers to achieve on desktop traffic. This could reveal certain places where the
mobile? Can they achieve these across multiple devices? customer falls out of the journey. Make sure they fall out
because they have what they need (eg. a telephone number
• What is your revenue and customer acquisition from mobile? or store location) rather than because your site failed them.

These are just some of the questions you should be asking, • Check ad campaigns to make sure that your customers will
but the key requirement is to form a set of quantitative land on mobile-optimised pages. This includes paid ads,
and qualitative benchmark against which progress and display ads and mobile email.
improvement can be measured. The audit will also reveal
the strengths and weaknesses of your brand on mobile, and • Consider mobile user experience testing. Many online
enable you to divert resources accordingly. companies now exist which will conduct user experience
tests using a panel at very low costs (eg. £30 per test).

Did you know? Did you know?

• SMS campaigns can start from as little as 2.2p • In the UK, 62%* (Google) of emails are read daily
per message*. With a sizeable opted-in database, on a smartphone. Are your communications not as
this can be a powerful addition to any campaign. effective as they should be 62% of the time?
Sending a URL link embedded in an SMS can create
significant click through.

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Mobile Whitebook 2013

3 Communicate a unique value 4 Divert budget for mobile

proposition for your brand on improvements
mobile Return is linked to investment. Are you investing the correct
Satisfy your customers through consistent and ongoing value amount into your mobile activities in order to see a sizeable
creation. Mobile experiences that enhance your brand offering return? The survey results show many marketers aren’t. Get
should be at the forefront of your mobile strategy. This is ahead of the curve by winning budget and improving your
difficult however, and requires intelligent thinking to distil core mobile offering.
messages down to mobile formats.
Key steps to follow are:
Key steps to follow are: • Use case studies, competitor analysis and consumer trends
• Identify the core messages and values that your brand to build the case for mobile investment.
currently uses. Think of how they can be demonstrated
• Build fast growth scalable pilots to test and innovate.
on mobile devices. Cut core messages down. Consider
the ways mobile can add value. Examples include: using • Use analytics data to estimate the gap between performance
cameras as barcode scanners for price comparison; QR on mobile devices and desktop. Illustrate how the gap will
codes and short URLs in-store to provide more information widen over time.
on products; games that use touchscreen functionality
and accelerometers within phones to provide an enriched • Gain a human angle: use feedback on social media, from
experience; videos detailing product information, store filmed user experience testing, and comments/complaints
layouts and brand experience. from customers to drive the mobile agenda.

• If mobile is not the last stage of the customer journey, assist

in leading the customer on. Provide telephone numbers and Did you know?
store locators, with click and collect functions, and use email
• 53% of our respondents were only investing 5%
capture to drive the customer towards a sale.
of their marketing budget on mobile. We believe
that a substantial lead in market share could be

Did you know? created your competitive landscape with increased

mobile investment. Let Velti show you how to get a
• In the UK, 65%* (Google) expect websites on a disproportionate ROI on this channel.
mobile to be as easy to use as on a computer.
Is yours?

5 Schedule regular monitoring of

how well you are performing
In such a fast-moving area, what may have been applicable a
few months previously may no longer apply. Set time in your
calendar to regularly assess the directions of your efforts and
see how much you have improved.

Did you know?

• 45% of our survey respondents stated that they
could do more/haven’t begun their mobilisation. Is
your brand in this segment?

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 Mobile Whitebook 2013
Measurement for mobile
One hindrance to widespread adoption has been the lack of effective ROI metrics for mobile.
Different channels should have different measurements of success and this is paralleled in online
vs. mobile metrics. Mobile is utilised in very different ways to online. Therefore, the ROI should
be predicated upon different metrics specific to mobile. The steps below cover some things you
should be thinking about when it comes to mobile measurement and improvement.

Create mobile-specific goals Look at landing pages, exit pages and

With so much data generated by each customer touchpoint, keywords to identify user intent
understanding where to look can be a challenge. It is all too Seeing what the most frequent first and last pages of a
easy to spend hours in front of an analytics tool and achieving customer visit are and the keywords they use to reach your
very little. site will provide an indication of the key tasks that your users
are trying to achieve through your site. Make a case for your
Therefore, the first step in effective mobile measurement is to
customers to buy on mobile devices using ‘nudge’ principles.
understand what goals you have and why you wish to track
them. These goals are the first step in identifying which metrics Mobile customers use their smart devices to search for your
and KPIs you will be monitoring to track your efforts. Mobile store locations, compare products/prices or research features,
response and CTAs are notably different to online behaviour and finally head into store. Econsultancy’s Multichannel Retail
of dwell times and page views. Make sure you adapt your KPIs Survey found that 32% of consumers in the UK and 41% in the
accordingly. US had used a mobile device to find a retailer’s nearest store
and opening times. Find out what pages and keywords are
Have in place a suitable analytics solution being used on these customer journeys.
and dedicate resources to it
While this may seem obvious, it is not unusual for marketers Reassess your KPIs frequently
to have ineffective analytics solutions deployed which will As mobile is such a fast-moving field, KPIs that you had last
prevent true insight being developed. This is particularly acute year may not be relevant today. Keep an eye on how useful
for app usage. Make sure you have the right tools in place and, they are and be prepared to change them, but retain the main
crucially, someone with the time to get insights out of the data. stays as you can track growth on the mobile channel.

Make sure your analytics are correctly tagged Finally, but most importantly, use your insight
On campaigns you run, make sure any links you share or use to drive change
in a campaign (eg. in paid search, on social or email marketing) One significant problem with web analytics and measurement
have correct tagging on them to allow you to understand the is that, although companies produce a glut of reports, little
sources and media that are contributing to your efforts and action is taken to make best use of the data collected and
build them into your big data strategies. improve the processes through which the company operates.

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Mobile Whitebook 2013

Mobile tactics for your marketing funnel

Whatever version of the marketing funnel you use, mobile can play a key part at every stage of
the customer journey.

Below are some tactics you should consider implementing to make best use of the mobile
opportunity. Velti can help you each step of the way.

 
Mobile Advertising (Mobclix)
Mobile Ad Serving

E S S QR Codes, Shortcodes and Keywords

A R EN SMS Messaging

AW Mobile Sites and Apps

Mobile Alerts and Notifications

E N T Mobile Community Management

URLs Embedded in Shortcode MT Responses

A G EM
EN G Large Scale Promotions
Inventory Monetisation

I O N Mobile Payments

V E RS
CO N Multichannel Loyalty
Solutions
mCRM Solutions

T I O N
RE TEN

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 Mobile Whitebook 2013
Case
Studies
Case studies can help you prove the business case for
investing in mobile. Velti has helped the following clients
drive outstanding results.

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 Vodafone FreebEe rewardz
Mobile Whitebook 2013

The Challenge The Solution The Result

The UK is one of the most competitive For every top-up over £5, customers The results were significant. In total:
telco markets in the world. With more received a code via SMS. Customers
mobile devices than people and a large could then use this to grab instant • 2.6 million users participated in the
number of networks operating on thin Rewardz or grow Points to save up loyalty program.
margins, it can be difficult to retain for something bigger. Prizes included
• 12.6 million rewardz were redeemed.
customers – especially those on pay-as- Vodafone Network prizes, third-
you-go (PAYG). party prizes and discounts, and a • 90% chose to ‘grow’ their rewardz,
mystery Star Reward. The solution indicating increased loyalty and higher
Vodafone in particular wanted to retain was complemented by TV and above- brand retention.
customers by building brand loyalty and the-line advertising, as well as online
reducing the churn rate of its customers. advertising and engagement through
The solution, powered by Velti, was its social channels.
rewards programme called ‘Vodafone
Freebee Rewardz’.

Walkers Homegrown
The Challenge The Solution The Results to date
Walkers (PepsiCo) are the most popular The solution for Walkers Homegrown 300 million web sessions, 1.6 million
crisp brand in the UK market. However, was to use the opportunity of the registered users on Walker’s properties,
with the rise of premium crisp brands connected consumer to engage with 900k opt-ins to communications, a 53%
and a large number of other options to customers on multiple devices and email open rate and five million entries
choose from, Walkers needed to engage channels. to competitions. Velti has enabled
customers in order to increase their an FMCG brand to be as relevant as
consumption and drive sales. Over six years, Velti has worked ever across digital channels in the
with Walkers to increase loyalty and rapidly changing mobile and digital
engage their audience on a number multichannel landscape.
of successful campaigns that have
included ‘Brit Trips’, ‘Gary’s Great Trips’,
and ‘Do us a Flavour’.

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Samsung Hope Relay

Mobile Whitebook 2013

The Challenge The Solution The Result
To leverage Samsung’s investment as To build a personalised app experience In the UK, Samsung donated £530,317
official sponsor of the Olympic Torch to encourage participation. to children’s charities ‘Kids Company’
Relay. Samsung wished to build brand and ‘International Inspiration’. The
equity through individual experience Velti created an app that allowed users app was downloaded 369,454 times
and reach beyond attendees to relay to run, walk or cycle, and track via GPS (122,670 in the UK) with donations from
participants plus spectators in the UK their miles covered while raising money 48,386 people in 11 countries (the UK,
and 10 other countries in order to give for charity. In order to maximise reach, France, Italy, Netherlands, Spain, Poland,
everyone the chance to be part of the the app was developed for Android, Hungary, Serbia, Russia, Brazil and
Games. iPhone and Samsung bada, as well as Belgium). Between them they covered
share and monitor personal and team over one million kilometres.
success through Facebook.

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Mobile Whitebook 2013

Making
It Happen
Strategy in action
There is immense business opportunity in mobile. Failure to mobilise your
business, quite simply will mean you will start to lose market share.

The incredible pace and diversity of technological advancements means

it’s essential to get the basics right before moving onto advanced
marketing techniques.

Our approach at Velti is to listen to our clients’ immediate revenue

growth and cost-reduction aspirations and help our clients to shape a
mobile strategy that forms a key strand of their overall business strategy,
including brand experience, customer service and IT strategy.

By putting the consumer at the heart of the mobile and multichannel

digital strategy, we can build a trusted relationship and a roadmap of
initiatives to maximise the benefits and minimise the risks, based on
our sector-specific knowledge and our experience in helping clients to
mobilise their business, and to drive brand and revenue growth.

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Notes

Mobile Whitebook 2013

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 Notes
Mobile Whitebook 2013

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 Mobile Whitebook 2013
How to Contact us

+44 (0)20 7921 5560

[email protected]

www.velti.co.uk

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www.velti.co.uk