Advanced Mobile Marketing

Section 2—Understanding Mobile Devices

Discuss how user behavior varies from one device to another

Discuss the similarities and differences in how users spend

time with phones and tablets

Recognize that mobile devices and tablets are complementary

 History of Mobile Devices

1960 1973 1984

Shoe Phone Motorola DynaTAC Motorola DynaTAC 8000X

(Shown in a TV series)
 Types of Phones

Feature Phones Smartphones Tablets Phablets

 Feature Phones

• Low-end mobile phones, limited in capabilities as compared to modern smartphones

• Still in use by users who:
 Do not want to upgrade
 Want a basic communication tool
• Still dominant in some emerging markets
• Being pushed out of some geographies due to:

Lowering Prices of Higher Demand for Adoption of Mobile

Smartphones Smartphones Lifestyles

Note: Marketers reach the feature phone users through mobile loyalty
clubs – SMS, codes, and campaigns.
 Smartphones

• Mobile phones with an advanced operating system, offering the features of a

personal computer
• Majorly, they run on either of the following operating systems:

Android by Google iOS by Apple

• Gained more popularity after the release of iPhone in 2007

• Adopted by more than 70% population (USA/other countries)
 Tablets

• A wireless portable personal computer with a touch screen

interface
• Smaller than a notebook computer, but larger than a
smartphone
• Popularity due to updated lifestyles and increasing content
consumption
• Apple’s iPad was extremely successful
• Prices have diminished gradually; also, they are easily available
 Phablets

• A class of mobile computing device, designed to bring the best

features of smartphones and tablets together
• Display measurements – between 5.1 to 6.99 inches
• Complements activities such as web browsing, gaming, and
multimedia viewing
• Popularized by Samsung’s Galaxy Note (2011)
 Marketing through Feature Phones

If the focus is to market your product through feature phones:

• Check if the customers/prospects carry feature phones?

• Remember:
 SMS mobile loyalty clubs of feature phones help in reaching
out to customers
Example: Coca-Cola is leading user of this strategy
 Users respond by texting a keyword to a short code
 Facebook’s growth strategy still includes feature phone users
 Marketing through Smartphones

If the focus is to market your product through smartphones, consider:

• The advantages of a richer experience and, more creative environment

• Consumer expectations have increased
• Brands have matched customer expectations
• Users penalize companies for not providing expected experiences
• Smartphones enable customers to:

Download Personalize Attain on-the-

Apps Experiences go lifestyle
 Marketing through Smartphones (Contd.)

Example

The “True Blood” campaign of HBO took advantage of the smartphone concept to provide an
immersive experience, thereby increasing the viewership.
 Marketing through Tablets

If the focus is to market through Tablets, consider:

• The advantage of being more immersive

• Consuming content (lean back) rather than creating (lean forward)

• Tablets are used mostly during evenings

• Tablets have an edge over smartphones for:

Research Information Learning

• Tablets are used as a second device to complement another media

 Marketing through Phablets

If the focus is to market through Phablets, consider :

• The users who want functionalities of phone on a larger

screen

• Phablets have given rise to video consumption

• Larger screens of phablets provide better visual experience

 Targeting Devices for Marketing

• Marketing only on Mobile Web shuts out the volume of feature phone users
• Feature phones with the provision to access mobile apps/web generally lead to poor
experience:

Slow Buffering Low Resolution Slow Speed

• Users prefer tablets over smartphones during the evenings

 Targeting Devices for Marketing (Contd.)

Per the data from Flurry Analytics, the preferences can be categorized as:

18 years to 34 years Smartphones

Below 18 years Above 34 years Tablets

 Comparison

Smartphones Tablets Phablets

• Used for games, • Used for games • Provide a large

social networking, • More immersive screen with phone
and utilities • More time is spent functionalities
• Used more often than • Have large screens
a tablet • Are often shared
 Targeting Phablets for Marketing

Marketers target phablets when:

• There is a lot of text marketing
• They seek heavier interaction with content
• They focus on interaction and participation
 Factors to Consider

Can you meet/exceed expectations of the

device users?

• Feature phone users have lower

expectations

• Smartphone users have ever-increasing

expectations
 Different Versions for Different Devices

From a marketing perspective, it is important to

understand that:

• You need to cater to different Operating Systems

• Responsive Design caters to devices more
competitively

• There is no single solution for all devices/OS

Know your audience based on insights to create apps and opportunities that
would best reach the mobile users.

Anticipate future changes in terms of the type of devices that are going to be
released and the most popular among these devices.

Determine your campaign objectives—for instance, usage of large screens for

branding as they provide a better experience.

Offer a choice to your audience by providing different ways to interact with you.

Provide an experience that is meaningful and allows you to reach all your customers.
QUIZ
What is a feature phone?
1

a. The most sophisticated mobile device

b. A phone that a wireless operator is trying to sell

c. A mobile device with basic features

d. The only mobile device that shows advertisements

QUIZ
What is a smartphone?
2

a. A phone that provides answers to a user's questions

b. A device that is connected to a computer

c. A sophisticated device that connects to the mobile web and enables users to run apps

d. A phone carrier introduced in 2010

QUIZ
What is a phablet?
3

a. A device whose size is between 1 and 3 inches

b. A device whose size is between 3 and 4 inches

c. A device whose size is between 4 and 6 inches

d. A device whose size is between 5 and 7 inches

QUIZ
Which of the following devices is the most immersive and is often used at home?
4

a. Mobile phone

b. Phablet

c. Tablet

d. None of the above

Thank You