THE JOURNEY TO MOBILE FIRST

SATYAJIT GHOSH (SATYA)

Head Of Media

Unilever Vietnam

What should we Start Stop & Continue

• Mobile ready Contents and Assets

• Scalable and sustainable mobile solutions deep rooted in consumer and business context

• Look beyond online/web based mobile solutions – focus on rural

– Big data for 1:1 at scale/personalization (shopper & consumer)

First things first

Do you have a mobile friendly website

Creative used for other channels can be

modified to fit a smaller screen

Creative used for other channels can be

modified to fit a smaller screen

But Modification IS NOT same as Resizing

• Mobile ready Content and Assets

• Scalable and sustainable mobile solutions deep rooted in consumer and business context

• Look beyond online/web based mobile solutions – focus on rural

– Big data for 1:1 at scale/personalization (shopper & consumer)

• Mobile ready Content and Assets

• Scalable and sustainable mobile solutions deep rooted in consumer and business context

• Look beyond online/web based mobile solutions – focus on rural

– Big data for 1:1 at scale/personalization (shopper & consumer)

• The resistance for change among marketing service

providers and marketers

– It is not a ‘Good to have’ medium any more

– Technophobia (Fear of Technology)

– Complexity of implementation

• Lack of co-operation and knowledge sharing

• The resistance for change among marketing service

providers and marketers

– It is not a ‘Good to have’ medium any more

– Technical issues: opportunity for mobile companies to

standardize & work together on cross-platform solutions

– Complexity of implementation

• Lack of co-operation and knowledge sharing

• Experiment – test and learn

• Building capability and infrastructure

• Vietnam specific Research & Insights to establish

mobile effectiveness

20 10 On established channels/platforms

with scale

Innovating on established channels/platforms

Experimentation Fund for non-traditional channels

• Experiment – test and learn

• Building capability and infrastructure

• Vietnam specific Research & Insights to establish

mobile effectiveness

Affordability compensated for the poor

infrastructure in Vietnam

Vietnam Rank 85: 93% Mobile penetration

Rank (Out of

143) Country Value 2014 Rank

1 Singapore 6.0 2

2 Finland 6.0 1

3 Sweden 5.8 3

4 Netherlands 5.8 4

5 Norway 5.8 5

6 Switzerland 5.7 6

7 United States 5.6 7

8 United Kingdom

5.6 9

9 Luxembourg 5.6 11

10 Japan 5.6 16

The 2015 Networked Readiness Index measures how successful 143 economies are at applying ICT to boost competitiveness and wellbeing.

• Unlocking the resistance for change among marketing service providers and marketers – TV is still considered ‘cool’

– Complexity of implementation

– Technical issues: opportunity for mobile companies to standardize & work together on cross-platform solutions

• Building capability and infrastructure

• Vietnam specific Research & Insights to establish mobile effectiveness

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UNILEVER PERSONALIZED TET

GREETINGS