It's a Mobile World

MOBILE, IT'S EVERYWHERE Carried in the palm of 433M AFRICA our hands, stuck into ARAB 349M STATES our back pockets, and for many of us, resting Mobile Subscribers Worldwide beside our head at Out of the 9 Billion mobile subscribers in 2017, 5 billion will be broadband night. From apps to texting to the old 2,897M & PACIFIC ASIA connections fashioned phone call, the mobile phone is a sort of modern day swiss army knife. 9B THIS IS MOBILE 741M EUROPE IMPACT RUSSIA/ 399M COMMONWEALTH OF INDEPENDENT STATES • 6.2B THE 969M AMERICAS 2011 2012 2017 5.8B Geo Fencing When a comsumer enters the It is hard to tella meaningful story, but it's even more difficult to actually have it heard. Brands who have great brand awareness may not have great brand connection. Geo-fencing provides the means to interact and bring valuable experiences to a consumer when they are the most receptive to a message. boundary they receive targeted mobile messages with sales alerts, special offers or simply a nice... This interaction between physical and technological worlds sets the stage for deeper consumer/brand interactions. hello Geo-fencing builds virtual boundaries around real-world geographic areas While still growing, this technology has the potential to provide a more intimate way of learning a brand's story and discovering more meaningful experiences. and can be as large as a city block or as small as the produce aisle in a grocery storė. THE NORTH FACE The North Face established Summit Signals, a location-based messaging program to allow fans to stay connected about latest gear, events The Gap created geo-fences around traditional transit ads, which allowed The Gap to send virtual ads and coupons directly to phones. 02, The UK's 2nd largest mobile operator, began running LBS mobile offers via 1,500 geo-fences across the UK. GAP When an 02 subscriber entered a geo-fence, an SMS alert with a coupon for a discount on Via was delivered. The impact was a dramatic increase in redemption over typical coupons (1-2*.) & tips. The ad could still be delivered if the app was opened within 2 hours of leaving the geo-fence. Established in 2010 the goal was to drive foot traffic into stores. Geo-fences were initially established in key North Face stores as well as related areas, such as parks & ski resorts. 2.5M .93% 300,000 14% 93 c Redemption Rate Mobile coupons delivered Specific program response rates are not public information-but the company has now expanded the program to all of its retail locations nationwide. Impressions Click Through Rate (Standard mobile CTR is 0.2%) % Brand Lumantic Global urban population living in a city Consider that nearly half of the world's people now live in urban areas, and that share is projected to rise to 70% by 2050; how can something as simple as mobile mapping make dense urban living a more pleasant experience? "Cities are humanity's future. For that future to be humane and livable, we believe that every neighborhood of every city must become consistently easier to use", Lumantic says. Their app utilizes photography, landmarks and visual cues to enable urban navigation in a more intuitive way. 2050 2012 50%70% Lumantic By offering a new way to get from here to there by... it does offer a view into how mobile can address both emotional and functional unmet needs. MPesa 38% In Africa, 52% of the population has a mobile-phone. At the same time, a majority of the population lacks access to basic financial services. In Kenya, mobile money via MPESA (Pesa is Swahili for money), was the game changer in bringing financial services to the middle class and the poor. In 2006, only 20% of Kenyan adults had access to financial services. By the end of 2010, three years after the introduction of mobile money, that share had jumped to 75%. of Kenyans transfer money to other Kenyans using MPESA in places where traditional infrastructure is either unreliable or unavailable. Access to financial services 75% 20% 52% MPESA's safe storage and transfer of money affects households in many ways. Bills are paid on time, trade happens more easily, and taxi drivers are safer without large amounts of cash on their person. 2006 2010 Mobile Animal Husbandry Su Kahumbu, an organic farmer in Nairobi, knew from her own experience and the experience of her neighbors the financial impact of not having the right information to manage her assets. Owners were spending money on expensive feed or selling their cattle below market price. Yet, they all had access to the one tool that could give them the information to make smarter decisions - a mobile phone. 80% of Kenyans make a living in Agriculture schedules fertility market Recognizing a need, Su developed iCow, a mobile application that registers each Cow and tracks crucial information: rate health feed When the vast majority of Kenyans make a living in Agriculture; mobile has the potential to affect the industry in a big way. THIS IS RED is more than just another agency servicing its clients. We want to understand the world and when we find something awesome, we want to share it with our friends. Whether this sparks a great idea for your brand, or makes happy hour a bit more interesting, it's like mom always said, knowledge is power. A www.thisisredagency.com f www.facebook.com/THISISREDagency P http://pinterest.com/thisisred/ @thisisredagency THISISRED