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Slide 1: Mobile Marketing Manifesto
Slide 2: "We are rapidly getting to the point where the single most important medium that people have is their wireless device. It's with them every single moment of the day. It’s genuinely the convergence box that everyone has been talking about for so many years." – Andrew Robertson, CEO of BBDO, the world’s third-largest ad agency Marketing professionals are understandably determined to extend their reach to the holsters, pockets, and purses containing the 3.5 billion mobile phones of consumers worldwide. And it’s going to happen; as with every other consumer communications medium, mobile devices will unquestionably become platforms for effective marketing. But mobile marketing today is very much evolving, and there are significant hurdles to overcome in constructing effective, broad-based mobile campaigns. The first challenge exists in the form factor of mobile devices. Consumer expectations of the interactive media experience have been shaped by the Internet, and the Internet experience does not map directly to the small screen size and limited bandwidth of the mobile environment. Mobile-specific campaigns must be conceived and designed specifically to support a satisfying mobile experience. As this is largely uncharted territory, mobile marketing to date has been characterized more by trials than by broad rollouts. A second challenge is that, unlike the open, standards-driven Internet, the mobile world is highly fragmented. There are currently more than 30 major handset manufacturers producing over 500 different phones, with significant variations in operating systems, screen sizes, display resolution, processing speed, memory, and performance.
Slide 3: Carriers Manufacturers Handsets These differences mean that mobile content and applications must be adapted to run on multiple, dissimilar devices, greatly complicating the development effort. Further variations in service delivery among more than 400 carriers add still more development complications and cost. For these reasons, many mobile campaigns today are limited either to one carrier and a handful of devices, which compromises reach, or to the most basic of content technologies, which compromises effectiveness. Given these challenges, is the time right for you to begin adding mobile marketing to your advertising arsenal? Here’s how others have responded.
Slide 4: Marketers Who Plan to Invest in Mobile, 2008 If you accept that mobile devices will inevitably serve as effective marketing platforms, the answer is “yes.” By beginning to master mobile marketing ahead of the curve, you can gain competitive advantages comparable to those of pioneering Web marketers a decade ago. And in fact, the technology challenges in mobile marketing are being met head-on today. This paper points the way for leading-edge brand managers and advertising professionals to begin implementing high-impact mobile marketing campaigns in short order, and at controlled cost, with the Whoop cross-carrier, cross-handset engine. Campaign Presentation Options in Mobile Marketing A discussion of the possibilities in mobile marketing must account for the campaign-presentation mechanisms available to campaigns. There are three distinct methods for extending marketing campaigns to mobile audiences:   text messaging via SMS through a dedicated Mobile Web site or WAP site
Slide 5:  with interactive applications downloaded to mobile devices Each method is unique, and uniquely suited to specific applications. Text messaging (SMS): Direct Mail to Mobile Devices SMS (short message service) has universal reach, and offers simplicity. It’s also the most common non-voice use of mobile devices, accessed by anyone who texts friends and family or downloads ringtones. It’s a solid delivery mechanism for simple content, such as a teaser inviting user response. SMS’s more advanced cousin, MMS (multimedia messaging service) delivers basic video, audio, and pictures in addition to text, and can be used for more colorful, animated enticements. SMS and MMS can team up, with SMS making the initial solicitation and MMS delivering a more impactive follow-up, such as directions to a restaurant or a coupon. On the downside, SMS/MMS offer very limited content delivery – only 160 characters. SMS, being text-only, can deliver just bare messages. While MMS adds basic multimedia, it and SMS share a further limitation in that they offer only two-way, walkie-talkie type communications. They are useful in alerting users to special offers, and in following up offer acceptance by sending simple, static content. They do not provide an effective means to a brand experience. SMS/MMS must also be used with caution; nobody likes receiving unwanted text messages on a mobile phone, or worse, getting stuck with usage charges. Mobile Web (WAP): Tailoring the Web We Know for Mobile Devices “Mobile Web” is a networking technique in which a mobile phone uses WAP (wireless application protocol) to access Web sites. The WAP browser, which operates much like a computer-based browser but is simplified for the mobile environment, can deliver a much more satisfying user experience than SMS/MMS can, and is fully interactive. Mobile phones with browser
Slide 6: capabilities are mainstream, and while usage is less common than SMS/MMS, approximately 75% of all mobile devices are Internet-capable. What those users do with their WAP browsers differs markedly from their behavior with computer browsers, as general Web surfing on a mobile device just doesn’t work well. There’s no mouse, and no full keypad. The connections are slower. And Web sites designed for computer access typically display awkwardly on small mobile screens. That makes Mobile Web best suited to utilities targeting specific audiences with tailored offerings, such as airline mobile services that display flight status, schedule information, and itineraries, and offer flight changes and check-in – in other words, delivering a limited portion of the content and functionality available at a brand’s full Web site, formatted specifically for handsets. Having identified an appropriate application, the challenge of accommodating variations among devices and carriers remains. Downloadable Mobile Applications (Rich Media): Delivering Mobile-specific Experiences With new, advanced mobile devices that support a variety of platforms including Java, BREW, Windows Mobile, Symbian, and iPhone, downloadable rich media applications have begun to enter the mobile marketing scene. These applications enable a far richer user experience than do SMS/MMS or Mobile Web, with the addition of high-quality video and audio and a higher level of contextual presentation, such as menu choices that make optimum use of screen real estate at any given point in the user experience. With rich media, content is not a matter of deciding what to port and reformat from a full Web site designed for computer access. Rich media allows the creation of fresh content and interaction designed and optimized specifically for the mobile experience. Even though most phones are rich-media capable, few rich media applications exist. That’s largely a development issue; unlike in the computer world, the Java version that works on one mobile device doesn’t necessarily work on other mobile devices. Given the proliferation of device-specific Java implementations, marketers who choose to deliver rich media applications
Slide 7: are often forced to choose which devices they’ll support, in order to control development and testing costs. This has limited roll-outs to such specific services as providing streaming stock quotes to subscribers with compatible devices, rather than mainstream marketing. The State of Mobile Marketing Today Because of the challenges in developing Mobile Web sites and downloadable rich media applications, most marketers who have added mobile to their marketing arsenals have largely limited themselves to SMS/MMS, leaving them with only the most basic user interaction. Those who have ventured further typically partner with a vendor offering either Mobile Web or rich media expertise. Because of the inherent technology bias, this risks letting technology drive the implementation, rather than campaign goals driving the implementation. Ideally, marketers wanting to optimize their efforts would be best served by partnering with a vendor that can support their campaigns with whichever technology is best suited to the task, combining multiple technologies to support different aspects of the mobile marketing campaign when appropriate. And that is the purpose for which the Whoop Engine was created. Whoop: Putting All Mobile Marketing Implementation Options On the Table The Whoop Engine is a SaaS (software as a service) application with associated thin-client software that addresses the technology issues that have inhibited mobile marketing. As a hosted application, Whoop serves as a Web destination where subscribers can create rich media applications, Mobile Web sites, and text communications. On phones, the Whoop thin client is a mobile translator, interpreting content and rendering it with optimization for
Slide 8: the device on which it’s running. Ideal for mobile marketing, mobile entertainment, mobile communications, mobile commerce, and mobile social networking, Whoop can reach billions of mobile phones on every network. Key features of the Whoop Engine include:  SaaS platform. As a hosted application accessed over the Internet, Whoop has no third party license fees and requires no local infrastructure or support. This lowers the cost of use and enables immediate access for fast deployment.  Carrier agnostic. Rather than deploying through operator portals, Whoop enables direct-to-device, “off-portal” marketing. This allows marketers to reach mobile users everywhere, regardless of the carrier from which they receive service, without the need for carrier-specific development. It also enables immediate, accurate information about traffic and consumer behavior.  Phone agnostic. With its thin client acting as an interpretive rendering engine, Whoop can deliver the same content to virtually every phone brand, eliminating the need for phone-specific development.  Technology agnostic. Whoop has no built-in bias as to which technology a campaign should employ. SMS/MMS, Mobile Web, and rich media can all be used as needed, individually or in concert, to provide the most meaningful mobile campaigns possible. Matching Delivery Options with Campaign Purpose So, what can you do with Whoop? What do you want to do with Whoop? If you’re looking to increase the effectiveness of campaigns delivered with traditional and interactive media, Whoop can bring mobile devices into the
Slide 9: picture in an extremely effective way. Advertising in traditional media – outdoor, in-store, print, or television – can feature short codes that mobile device users can enter as response to a call to action, from wherever they may be. The user is effectively opting into the process rather than it being initiating with an intrusive SMS message. Once the user has made contact, you can take it from there with whatever the campaign requires, from an instant coupon to a full-blown, multimedia product exploration delivered in phone-perfect format. Whoop can also enable standalone marketing applications that function independently of other media, delivering interactive experiences to customers on the road, in airports, at the beach – wherever and whenever they prefer to interact with you. With Whoop, the possibilities are limited only by the imagination, not by the technology. Whoop a High-impact Mobile Campaign The Whoop Engine comprises three interrelated components:    The Creative Suite, for creating content; The Management System, for delivering content; and The Device Agent, which serves as an interpretive agent on mobile phones to ensure that the content is properly managed, displayed and engaged. These components work together to deliver just-the-right content to mobile devices, and make the path to roll-out infinitely shorter than if you were to try to do it all yourself.
Slide 10: Creating Content: The Whoop Creative Suite Whoop content creation is the domain of the Creative Suite, which includes two components: An Application Builder and a Content Publisher. The Application Builder is Web-based software used to create and validate mobile content. Users can select from pre-defined content templates or adhoc components to build a mobile application or campaign. A WYSIWYG interface provides immediate views of look/feel and functionality throughout the creation process.
Slide 11: The Content Publisher is a toolset for managing content publication, including validating draft content and maintaining version control and tracking. Additional features provide for access control and authorization, allowing multiple authors to participate in content creation with appropriate workflow and approval processes. Delivering Content: The Whoop Management System Whoop content is delivered by the Whoop Management System, a set of five modules that work in concert to deliver just-the-right content to every handset, with robust tracking, auditing, analytics, and reporting. The Intelligent Director is a sniffer with a database of all current devices and their characteristics. At the time of a mobile user’s first Whoop connection, the Intelligent Director identifies the mobile device and the carrier, and ensures delivery of the correct Whoop Agent. Thereafter, the Intelligent Director also determines the highest fidelity form of content to deliver to the device. The Smart Content Server packages each campaign’s applications and content for all device and carrier possibilities. It uses information provided by the Intelligent Director to combine dynamic data along with rich media, interactive forms, and fixed content into a device-appropriate user experience. The Management Controller manages users and agents at the licensing level, determining which users can access which applications during search requests. It also provides a means for advertising directly to an individual user. The Exchange provides for tracking and dynamic data capture by monitoring and recording every action a mobile user performs on the Whoop Agent. This information can then be used for auditing and analysis of user activity. Mobile
Slide 12: applications can also incorporate data-capture components that prompt the mobile user for specific information. Finally, Whoop Analytics uses data stored in the Exchange to report on the actions users took and the content they accessed. A dashboard of reports and analytical tools provides detailed analysis. Managing Content: The Whoop Agent The Whoop Agent is an application manager that resides on the handset and provides the device-specific interface to all mobile applications. For incoming delivery, the Whoop Agent’s interpretive rendering engine processes the Whoop Mobile Application, dynamically rendering the application on the mobile device. The Whoop Agent also includes search and browse features that enable mobile users to organize and locate application content published on the Whoop Management System. The Whoop Agent is downloaded to each device at the first Whoop connection. Once the Whoop Agent has been downloaded, it can then be used with all subsequent Whoop-designed mobile campaigns accessed with that device, giving marketers a simple means to repeat mobile engagement. Getting Started with Whoop As with any new communications medium, it takes a while for marketers to discover how to take advantage of the new possibilities. With mobile marketing, that’s been a matter of technology hurdles as much as it’s been a matter of imagination. Whoop succeeds at eliminating the technology hurdles. The rest is up to you.
Slide 13: The first step to getting started with Whoop is to contact us. You’re sure to have questions, and we’d love to answer them. If you’re seriously interested in mobile marketing, you’ll be glad you made that connection. Because the sooner you get started with high-impact mobile marketing, the sooner you’ll have a serious competitive advantage in marketing to 3.5 billion mobile customers and prospects, wherever they may be. Contact Us To arrange a meeting with a representative of Whoop, please call 877-88Whoop or email us at info@whoopmobile.com.