ONTHE
REACH CONSUMERS
ALFREDO TANYahoo! Canada Mobile
AGENDA
Why Mobile?
Insights
Mobilizing your Brand
Yahoo! Mobile Products
Yahoo! Advertising Solutions
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THE BASICS
•
70% use their phone as an alarm
clock•
Six out of every ten people sleep
with their cell phones in bed•
A lost wallet is reported every 26
hours, a lost cell phones is
reported every 68 minutes.•
Mobile penetration has reached
levels greater than 100% in 30
countries•
Mobile penetration in Canada has
reached 67% (21.5 Million
subscribers)
WHY MOBILE? The Opportunity is
Massive
20052008
2013
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Devi
ces
(Bill
ions
)
Mobile Phones Personal Computers
WHY MOBILE? All day, every day
WHY MOBILE? Why Now?
•
Better Phones–
Majority of new phones launched by Canadian carriers in
2009 have either full QWERTY keyboards or touch screens–
Devices equipped with HTML browsers
•
Better Plans–
Unlimited data plans have been introduced–
Reduction in data plan costs
•
Improved Networks–
3G networks in place in Canada allowing faster browsing
and an Internet experience closer to that of a PC
•
Greater Content–
Better connection between PC and mobile email, social
networking, games and video
Adult users check information on the
mobile web twice as often as youth
INSIGHTS
Source: CWTA 2008 Wireless Attitudes Study
MOBILIZING YOUR BRAND
Extension of Online Strategy
•
Mobile products and advertising
solutions –
Broadening of an organization's overall
online strategy–
WAP site that performs similar actions as
PC site–
Integrated marketing campaigns•
PC Advertisements that drive users to the
WAP site
–
An addition media tool for driving brand
recognition and awareness
MOBILIZING YOUR BRAND
Extension of Online Strategy
PC marketing under performed
WAP marketing over performed
CTR > 1%
•
As mobile web evolves, it will no longer be
sufficient to mimic the PC experience on a mobile
device. •
Developers will begin to tap into the unique
sociological and technological attributes that
differentiate a mobile device. (Android, iPhone)•
They are highly personal and contain rich
information about the user’s behaviour
and habits•
Most importantly, mobile phones are:–
Location aware–
Personalizable–
Open–
Voice Enabled–
Used 24/7
MOBILIZING YOUR BRAND
Mobile First Experience
YAHOO! MOBILE PRODUCTS
Products:
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The New Yahoo! Mobile Frontpage
Yahoo! oneSearch
Yahoo! for iPhones
Yahoo! for Smartphones
YAHOO! MOBILE PRODUCTS Frontpage
Fully redesigned Homepage:
•
Entirely open: integration with Yahoo! and 3rd
party
communications services (Gmail, Hotmail) and social
networks (Facebook, Flickr, Twitter, etc.)
•
Fully personalized and customizable :Weather, stock
quotes, blogs, news sites, RSS feeds and sports scores can
be added and arranged based on the user’s choices.
•
Dynamic content: constantly updated News, Finance,
Entertainment and Sports headlines with full stories
•
Vastly improved user interface
•
New and improved Yahoo! properties, plus the addition of
externally built widgets
The essential
Mobile Web
starting point
YAHOO! MOBILE PRODUCTS
iPhone
YAHOO! MOBILE PRODUCTS
•
Standalone iPhone Application
available for download through
the App Store•
Brings the new Yahoo! Mobile
Homepage to the desktop of the
iPhone•
Integration of video content into
oneSearch and News section•
Allows product features to be
experienced in a richer, more
robust manner
YAHOO! MOBILE PRODUCTS Smartphones
•
Provides a first‐class Internet experience•
Allows users to download externally
developed widgets•
Integration with oneSearch, new
mapping features, Stay Connected and
My Interests
•
Continuous access to popular topics
and news articles•
Settings from My Yahoo! can be
imported for a seamless experience
between desktop and mobile
•
Mobile‐optimized
search that gives
answers, not just
links•
Presents key
information
directly to users
within “clusters”•
Editorial features
ensure a relevant
user experience
YAHOO! MOBILE PRODUCTS oneSearch
YAHOO! MOBILE PRODUCTS oneSearch
Business Listings
News
CelebrityWeather
Sports (team & league)
WikipediaYahoo! Answers
Company (Stock Quotes)
Navigational
Movies and showtimes NEW
Sports Player NEW
Horoscope NEW
Events NEW
ADVERTISING SOLUTIONS
•
Simple mobile banner campaigns–
Average click through for past campaigns
> 1%
–
Landing page creation can be executed
internally at Yahoo! Click2Call
Click2URL
Click2SMS
Click2Locate
ADVERTISING SOLUTIONS
Examples
SUMMARY
•
The mobile opportunity is rapidly emerging–
Quickly increasing mobile Internet usage means great
opportunity for advertisers–
Attractive audience – tech savvy, educated, affluent
•
Organizations should start budgeting for mobile today–
Go where the audience is going, especially the younger
demographic–
Develop key learnings early–
Keep up with the competition
•
Yahoo! is the leader in mobile–
Top of the line mobile products with constant innovation–
Reaches a wide range of heavily engaged users–
Leading advertising solutions
THANKS!
please visit:
ca.mobile.yahoo.comAlso
Stop by our booth to speak 1‐1 with
us (Alfredo, Matt, Heather, Vanessa)And
Do not forget to visit the user
assisted setup with Vanessa and
Heather on Friday