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MOBILE handbook series
how to integrate your
MOBILE
communications strategy
how to integrate
your mobile communications strategy
Contents
introduction 1
how to
define your objectives 2
how to
understand your audience 5
how to
use data 10
how to
consider other media 16
conclusion 21
MOBILE handbook series
Introduction
By
Amit Kotecha,
Mobile & Networks
Manager - IAB UK
In today’s world it is rare to find someone who doesn’t rely on a
smartphone or some kind of handheld device and a slew of mobile apps
to stay productive at work, on the road or even in their home. There are so
many mobile electronic gadgets on the market including the ever growing
iPhone and Android devices.
Mobile is a growing industry but it is still also considered uncharted waters
for many businesses looking to expand brand awareness. If integrating a
mobile strategy into your communications strategy is on your company’s
radar, then this handbook should help to get you going. Initiation of a
mobile strategy should always begin with thinking about the basics: who,
what, why and how. Start by asking yourself the following questions.
Who are your customers and who are you trying to reach? What tasks
and needs does your audience have? Who will want to engage with your
mobile content? Why do your customers need information from you in a
timely manner? Why do you need to create content to be viewed both
in standard web browsers and on mobile devices? How will your target
audience access your mobile content (which type of handheld device)?
How will they use your content in their daily lives? How will you make your
mobile content sticky and engaging?
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How to define
your objectives
By
Dan Rosen,
Head of Mobile,
AKQA
Being first, being good, being both
Turbulent times have a number of effects on industry. Market innovators
identify these effects and create opportunity, while their competitors spend
their time trying to catch up. AKQA’s founder and Chairman, Ajaz Ahmed has
a mantra for when we are developing strategies for our clients: It’s good to
be the first. It’s better to be good. It’s best to be both.
Being first. The turbulence in the mobile space is being felt in all businesses
and many marketers have responded with a knee-jerk reaction, instead of
defining their objectives first. The area of native apps is one such example of
where this reaction has taken place. Over the past four years the popularity
of native apps, with both consumers and marketers, has exposed gaps in
the market that brands have moved quickly to fill – sparking a race to be
first. But not all have succeeded and Deloitte have highlighted that 80% of
branded apps struggle to achieve 1,000 downloads. These brands are at
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MOBILE handbook series
best first, but unfortunately not very good. At worst they were neither. This is,
amongst other reasons, a result of ‘accidental’ mobile strategies - or in other
words choosing your solution before understanding your challenge. Being good. Those who have succeeded with native apps have made
decisions informed by behavioural insights coupled with deep technological
understanding. These are key to defining your objectives. Behavioural insights
enable you to understand your consumer and technological understanding
informs you as to what is possible and reveals where you can innovate. One
such success story is Nike Training Club. Understanding that Nike’s female
audience needed their work-outs to fit around their busy schedules, AKQA
helped Nike produce a personal training app that has become genre defining.
To date the app has delivered 35 million minutes of work-outs globally and
the results underline the importance of objectives that are rooted with insight
and aiming to be best in class.
Being both. Similarly the Heineken Star Player app was also informed by
key insights. Counter intuitively many of Heineken’s target segment weren’t
watching UEFA Champions League football in bars and pubs. Actually they
were at home, watching their TV and using their smartphone to go online,
often engage socially. Those key insights enabled us to further leverage the
brand’s sponsorship of the Champions League. AKQA helped Heineken
create an app that was a world first and a technological achievement in
itself: a real-time, dual-screening, companion app for watching football.
Heineken are now enhancing the viewing experience of the matches they
are sponsoring, through the application of behavioural insights coupled with
deep technological understanding. Brand engagement has averaged 48
minutes, showcasing how it’s best to be both.
Mobile in the Four Screen Environment
Even though releasing a world first, well executed, is no mean feat - the mobile
space is developing at such a rate that new technologies are constantly being
made available to us. In fact in the last four years companies that had never
operated in the mobile space captured 85% of the industry’s profits. However
it isn’t just technology that is driving new opportunities, it’s also consumer
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usage. AKQA’s research into the behavioural patterns around dual screening has
shown that consumer behaviour is also shifting frequently. The way consumers
are using their mobile screens between, alongside and with other screens is
creating new media opportunities that have never existed before. The four screen
environment (smartphone, tablet, PC, TV) is a fertile ground for marketers to
cultivate.
While defining your objectives in this area marketers need to rethink the current
paradigm of channels. Mobile isn’t just another channel. It is the channel that is
going to join the dots between all of your other channels. Therefore objectives can’t
be silo-ed. Mobile should be considered in every aspect of your comms strategy,
considering how your consumers are using their mobile screen alongside other
screens. Early and innovative examples include companion platforms for TV shows
(zeebox.com), immersive experiences between smartphones and PCs (kijjaa.com)
and synchronised gameplay between multiple smartphones and tablets (see FIFA
12 for iPad). Constraining your thoughts to individual screens and channels would
lead to missing such opportunities. One of the mobile marketer’s biggest challenges
over the next twenty-four months will be their ability to focus and optimise activity
for mobile screens, but critically and additionally thinking broadly and holistically
about the other screens.
Understanding and leveraging multi-screen technologies is set to be the
cornerstone of smart digital marketing thought - all underpinned by the blistering
adoption of smartphones and touch screens by the consumer. Therefore, forward
thinking mobile strategies that have an informed platform roadmap will take into
account not only the complex mobile landscape but also consumer usage and
behavioural patterns. This is the starting point for any brand that has aspirations of
being first, being good or preferably both, in mobile.
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MOBILE handbook series
How to
understand your audience
By
Lee Blyth,
Head of Sales,
InMobi
Another year of mobile marketing has closed and again we hope that the
investment in our sector will continue to grow. Mobile has certainly made the
headlines in 2011 with reports of a fast growing smartphone audience, reaching
over 30% of the population or 20+ Million users. These ‘users’ are now across
all demographic groups and not necessarily the earlier adopter set of earlier
years – Smartphone’s are ubiquitous and are becoming increasingly accessible
to the masses via the cheaper entry and ‘all you can eat’ data packages.
Our ability to understand this ever growing audience is becoming easier
than ever. Our view in the UK is proving less fragmented now than other
EU markets due to great reports from both comScore, GSMA and IAB
research, in addition to detailed ‘on network’ data we are able to share the
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marketplace. We also have mobile search analytics, supplier side targeting
and new tools that allow real insights into consumer behaviour, and the
full range of mobile activities conducted throughout the day.
A great starting place in understanding this behaviour is via the IAB’s
‘Mobile and the Media Day’ (www.iabuk.net/research/library/
mobile-and-the-media-day-consumer-research) report. This report
examines the 24hr period of mobile media usage and makes interesting
conclusions of mobile users throughout all periods of the day.
A sample of findings below:
• Mobile media usage peaks 6-9pm
• Mobile media sees increased usage on weekdays
• Mobile browser is the dominant method of access (internet).
Mobile media usage peaks 6-9pm
4
No. of mobile media usage occasions
18
Average number of mobile media
usage occasions
3.8
3.6
3.4
3.2
total mobile
media usage
occasions per
day
3
2.8
2.6
2.4
2.2
2
0-9am
9am-12pm 12-3pm
3-6pm
6-9pm
9pm-12am
Source:
IAB, Mobile and
The Media Day
Research, 2011
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From this report it’s clear that the mobile audience is more active at home in
the evening, weekdays, consuming and multi-tasking media after 6pm. You
can probably picture youself at home watching TV and using your smartphone
with quick wi-fi access. The smartphone has become the device which is
constantly with us, and has a very intimate function in our lives.
The report identifies that ‘social media’, ‘entertainment’ and ‘boredom’ are
the most popular drivers of evening mobile media usage. More importantly,
we can finally see the view that mobile above all media holds our attention for
longer periods of time, eclipsing TV and even our trusty laptops or tablets.
But mobile holds consumer attention
for the most part
Can you score each media in terms of your attention level out of a total of 100.
50
Average engagement score
45
Source:
IAB, Mobile and
The Media Day
Research, 2011
mobile media
TV
3.4
Newspaper/
magazine
35
Radio
30
PC/laptop
25
20
6-9am 9am-12pm 12-3pm
3-6pm
6-9pm 9pm-12am
Overall the 5 key implications of the report state:
1
18 mobile media occasions on the average day
Consumers are using mobile media as part of their daily routine. Having
a mobile presence is a hygiene factor
2
69% accessed content via browser - It’s not all about apps!
Brands need to ensure their site works on mobile primarily
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1
3
M
obile is an evolving companion
Mobile
present’s brands with different opportunities throughout the day
make sure your offering fits with what consumers need
4 40% agree they often use their mobile if they see an interesting ad
M
obile should be considered in all advertising campaigns as a potential
response mechanism
5 27% used their mobile in the week because it was their first
choice of media
B
rands will benefit from thinking ‘mobile first’ rather than mobile last, to
keep up with consumer demand
Having reviewed our mobile audience it’s clear we need to engage them
across browser environments primarily (in addition to app’s), realise its
‘always on’ 24/7 and be aware it’s becoming the primary media device of
choice. Mobile sites can operate across all devices, which is perfect to hit the
overall mobile media audience..
Audience Targeting
Connecting with this audience now is becoming increasingly simplified as
most large publishers, service providers and media players allow extensive
targeting across their audience segments, and mobile assets.
Brands need to think about the range of targeting options available on mobile,
which broadly speaking is more comprehensive than current web options.
As we’ve learnt, unlike the PC the mobile phone is the most important and
personal device available, it’s a chance to connect to the consumer one-toone. Thinking about this personal 1:1 communication opportunity is key. This
is only valuable if you know who you are talking to!
Let’s face it, any form of targeted advertising works better than generic
‘billboard’ ad’s pointed at the masses – the same rules apply to mobile.
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MOBILE handbook series
Brands should consider the below options when planning Mobile activity
• Age, gender and location of consumer
• Specific mobile device choice (to optimise experience)
The consumer ‘device choice’ expands the opportunity for brands to
communicate from mobile browser, App environments and execute new
‘rich media’ ad formats.
I would argue that the younger audience segment has the greatest
opportunity to be ‘wowed’ with impactful creative – which hopefully will be
shared socially with their friends.
Brands should be aware of the opportunity this represents for viral and
social sharing, and look to include a social element for this audience.
Mobile Network Targeting
The future of mobile marketing will see mobile ad formats become more
personal and entertaining as mobile publishers & networks evolve to offer
new solutions to advertisers. Data Privacy and user awareness will also
need to evolve to ensure this special dialogue can continue. It’s fair to say
mobile targeting will eclipse web campaigns in due course and be viewed
as the primary method of 1:1 consumer communication. Our devices are
shaping up to become more powerful, cheaper, with faster networks on
the horizon. In two years we’ll see more internet users coming online via
mobile than the PC (Morgan Stanley), so brands need to get on board now
and build a great mobile strategy to capture these future users.
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How to use data
By
Richard
Firminger,
General Manager,
Europe, Flurry
Achieving success in any app store has become more challenging:
There are now approximately 500,000 apps in the App Store and 350,000 in
the Android Market. In an age where retaining and engaging customers within
an app requires multiple strategies, brands no longer need to rely on download
numbers as their core success metric. They can now access a powerful and
sophisticated suite of free analytics tools. With more data collection at their
disposal, brands can more rapidly drive much deeper insight into what their
consumers are doing and how they are engaging with their apps.
There seems to be a significant change in mind-set. The focus has moved
beyond pure downloads toward customer engagement. Using analytics allows
brands to secure optimal return on investment, making the inclusion of mobile
analytics an essential part of the marketing mix.
Implementing analytics tracking codes into a mobile app is simple and takes
just minutes. Whether brands are looking to acquire customers and drive
them toward a specific action (such as a purchase) or purely measure levels of
customer engagement, analytics will show if they are achieving their metrics. 10
MOBILE handbook series
Key Feature
Business Benefit
Usage StatisticsMeasure the absolute performance of an app (e.g.
new users, active users, sessions, retention, etc.)
Usage BenchmarksMeasure the relative performance of an app (e.g.
key metrics vs. app categories and the market)
Audience AnalysisUnderstand the make-up of an app audience (e.g.
age, gender, location and category interest)
Audience SegmentationGroup your audience into meaningful groups based
on any metric (e.g. paying vs. non-paying users)
Events ManagementLearn what tasks users complete within your app
(e.g. complete levels or transactions)
Portfolio ManagementMeasurement overlap in consumer usage across
your portfolio as well as up-sell and cross-sell
conversions
Typically companies using analytics in six different ways:
1. To Understand and Improve the User Experience
START_GAME
47.3%
GAME_OVER
(4,775791)
42.4%
25.2%
SESSION_QUIT
(2,540,122)
3.2%
GAME_COMPLETE
(4,775791)
0.7%
SESSION_QUIT
(327,774)
19.4%
START_GAME
(1,953,887)
0.6%
6.9%
1.2%
HELP_VIEWED
(697,207)
All Other Events
(120,986)
START_GAME
(56,771)
All Other Events
(42,429)
0.4%
GAME_OVER
(73,850)
This table shows a casual, arcade-style game. Looking at the “user path”
flow of all users that start the game, we see 25% quit outright. Why? A
couple possible reasons: 1) the game concept was hard to understand
and 2) it wasn’t explained well enough to hold the user’s interest. The game
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developer found this discovery interesting and a bit surprising: the majority
of the company’s games had been simple-to-understand hit games, often
topping the App Store charts. Another wrinkle was that only 7% of users
sought help (see “HELP_VIEWED” flow chart box). This data told the app
maker to 1) make the game more intuitive to play and 2) make “help” easier
to find right away.
2. To Measure and Segment Audiences
This image shows a user analysis for a “freemium” game (i.e. a game given
away for free so that users have opportunities to purchase in-game goods and
currency), based on a “farm” mechanic (i.e. consumer plows a plot of land,
buys and plants a seed, and returns later to harvest it. In return, they earn
coins and can buy more land, grow the farm, and continue the cycle). The
game maker wanted to better understand its audience by creating segments:
male, female, paying users, U.S. users – a combination of gender, paying
history and geography. With the data, the company discovered that females
were slightly more loyal than males (the game art-style had an appealing
“cuteness” factor).
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Additionally, U.S. users exhibited far more faithfulness than the rest of the
world. Finally, the company gained a better understanding of its paying
users. The difference in their behaviour came to light quickly via the
segmentation. Devoted to the game, they often played a lot longer per
session than non-paying users.
3. To Measure Customer Retention & Undertake Re-Engagement
Campaigns
iOS & Android App User Retention, Months Since Acquisition (%)
100%
38%
29%
Source:
Flurry Analytics
& Estimates
0
1
2
24%
3
20% 16%
14% 11%
4
5
6
7
9%
7%
6%
5%
4%
8
9
10
11
12
This chart shows the percentage of consumers who continue using an
app, since their first use, over 12 months. At the far left, marked as month
“0,” 100% of a consumer cohort begins using an app. After three months,
24% of them continue using. After 6 months, this percentage shrinks to
14%, and, by 12 months, only 4% are left. For this analysis, we compiled
data from 25 apps downloaded a cumulative 550 million times. With app
downloads increasing month-over-month, we know that consumers are
both discovering and using apps more than ever. And while the industry
often talks about discovery as a problem, we think the real problem is
customer retention. Further, always trying to rank high, as a tactic, is
not only untargeted and expensive, but also suffers from diminishing
returns. Analytics enable brands to understand user habits and to further
engage lapsed customers in retargeting campaigns.
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4. To Track Sales Conversions
A leading newspaper had a popular app. Consumers could only access
certain content, after which they were asked to pay a subscription to
access the rest of a story or more stories. Using in-app analytics, the
newspaper created a customer flow that tracked how many consumers
started to purchase a subscription but then abandoned the transaction
mid-purchase. They discovered a loop-hole that let consumers access the
content for free by first initiating the transaction then immediately cancelling
it. This practice allowed for a significant revenue loophole gap that was only
plugged due to the insight gained through using analytics.
5. To Track Ad Network Performance
A popular app maker decided to show videos from an ad network, using
analytics to track what consumers did just after viewing the video. The
company found, much to its surprise, that the video was interrupting the
experience. More consumers than usual (30%) were quitting the app. The
publisher didn’t want to lose any more of its audience: it soon removed the
video ad unit.
6. To Track Sales of Virtual Goods and Consumer Lifetime Value
14
Value
Count
0.99
170,157
% of Results
1.99
75,145
1.99
44,058
1.99
26,339
2.99
16,212
3.99
8,551
2.3%
3.99
6,067
1.7%
3.99
5,579
1.5%
4.99
3,354
0.9%
46.7%
20.6%
12.1%
7.2%
4.5%
6.99
2,422
0.7%
19.99
1,645
0.5%
49.99
920
0.3%
MOBILE handbook series
This popular freemium app on iOS charts the sales of virtual goods over a 30-day
period. Analytics are used to track both when an in-app purchase took place
as well as the price paid. By doing so, the publisher could understand both the
volume and revenue by purchase price, allowing the company to tune the prices
they charged for certain goods. They used this data over time to optimize their
in-app purchase revenue.
Conclusion
The depth and breadth of data that analytics provide brands should no longer
be viewed as an optional extra but as an essential part of any app marketing
campaign. Much like with any other medium, consumer insight on mobile is the
key to enhancing engagement and boosting revenues as well as driving up levels
of measurement and accountability. Now, brands can use mobile analytics to truly
see if they are getting real return on investment.
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How to
consider other media
By
Jason Cross,
Marketing Director,
Incentivated
How to integrate mobile into a wider campaign.
Mobile, as a channel for marketing, is not an island or in a silo. There is any
amount of behavioural research in existence that shows that the mobile
phone is your customer’s most personal media accessory, it is still a device
that is used within the context of someone living their life.
As such, a really powerful way to consider the strategic use of mobile
is to ensure that you consider how mobile complements all your other
marketing and how, when exposed to that other advertising, and sufficiently
motivated by it, your potential customer is likely to react to it using their
phone as a preferred reaction channel. 16
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Therefore, mobile is a very powerful direct
response element in your marketing toolkit. The
simplest and quickest ways of doing this are
to add shortcode SMS or QR barcode reply
mechanisms to your advertising.
More involved opportunities include making sure
that your website is optimised to work on (ALL)
mobile phones (Google’s “GoMo” tool http://
www.howtogomo.com/en/ can help by rating
your site’s suitability on smart phones) and
that you have an API in place that identifies a
mobile phone is trying to visit the website and
automatically re-directs the browser to the mobile
presentation layers for that specific phone.
We will also begin to see, as more devices are
launched with the right chips in them, the use
of contactless RFID tags that can accomplish all
the same, but in a way that is far easier to explain
to the customer – “just put your phone next to
this icon..”.
As well as being linked to electronic payment
opportunities, much simpler use of RFID tags will
enable a customer to access specific information
on an item of clothing or a tin of beans simply
by ‘touching’ their phone to the price label: this
could, for example, include the ability to access
and purchase a wider range of a given product
– size, colour, quantity etc than is currently
available in-store.
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Mobile as a response tool makes it faster and easier for your customers
to directly and immediately take action based upon your marketing
communications activity, improving response rates, generating interest,
improving the ability for such discoveries to be shared, and turning the
passive consumption of advertising into a more pro-active opportunity.
Measurement and tracking of such mobile interaction also allows for better
reporting overall on marketing communications performance.
So, for example, Cabwise is a service that requires the use of a mobile
to be delivered. The communications strategy is dependant on using
‘other’ media, targeted and bought based upon customer insight. And, as
important, is then the creative implementation of the drive to explain how
your customers should use mobile to access the service.
QR (Quick Response) or 2D barcodes have become the marketing cliché
of recent conversations – almost overtaking the ubiquitous “I’ve got to have
an app” non-strategy! At their simplest, they are a visual shorthand way of
accessing a web address simply by being ‘scanned’ by the customer’s
phone (via an app). 18
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The code can be used to instigate a number
of actions on a mobile phone: typically it opens
up a website (make sure it’s optimised). But
it can also be used to access an app store to
download an app (by implementing an API, the
same code can identify the type of phone/ OS
being used and direct the customer to the ‘right’
app store – you don’t need a different code for
different operating systems!). It can also be used
to open up a pre-populated (number to send to
and message content) SMS , or even an email.
It could, conceivably, initiate a phone call to your
sales centre.
Mobile can be used as a way to capture data
more accurately (and with reduced transcription
errors) by the simple use of a text message Tate
Modern replaced their paper-based solution with
a text-based one, for example.
A YouGov survey identified that customers are
open to receiving offers from brands via SMS.
The caveat here is, that they are not willing to
just have these sent to them randomly. Sending
targeted messages by SMS to an opted-in
customer, who has explicitly requested such
information does reap commercial returns, as the
2010 research into messaging carried out for the
IAB and DMA by M&S clearly highlighted.
Another key area that mobile is becoming
increasingly important is the delivery of ‘local’
services. At the 2011 IAB Engage for Mobile
event, Google highlighted that half of mobile
internet browsing starts with ‘search’ and that
maps are an increasingly important search result.
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via mobile
applications
75%
via SMS
10%
10%
via mobile
internet
Figure 9: 75% of smartphone users would like to
get notified for new offers via SMS.
Source: YouGov Plc.
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Integrating location marketing with your advertising campaigns provides
a further layer of usefulness for consumers. With technologies like GPS
and network-lookup, your campaign can provide consumers with the
opportunity to find directions to your store, receive location-aware offers
(e.g. O2 More service uses geo-fencing technology that automatically
triggers an ad to be sent to a mobile device when its opted-in user enters
a certain location detected by proximity to mobile towers) and incentives,
and personalised information.
The Royal Borough of Kensington & Chelsea has re-built its mobile website
in order to incorporate a detailed mapping service to help visitors navigate
the borough, whilst Mothercare provided the ability for customers to send
an SMS and receive a link to a map of their nearest store.
And, recently, the SaveMe4Later smartphone app has been launched which
allows users to save the brand name and location of ads they see and are
interested in, when they are out of range of a mobile signal, such as in the
London Underground.
The app has to be downloaded to the mobile phone first.
When the phone gets a signal again, the SaveMe4Later app processes and
then automatically downloads the relevant ads for the saved brands, either
to a web account or directly to the mobile phone handset.
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Conclusion
To take a quote from the advertising mogul Martin Sorrell (WPP - CEO),
“…the area that fascinates us most is Mobile. We see the biggest
discontinuity between how much time people spend on mobile and how
much marketers are investing in mobile. That area is where we see the
most potential and for relative growth.”
http://community.microsoftadvertising.com/blogs/asia/archive/2012/
01/23/advision-at-ces-2012-wpp-ceo-sir-martin-sorrell-on-digitaladvertising-budgets-and-mobile.aspx
Agencies are beginning to put mobile at the centre of campaigns and building
mobile into the wider communications strategy for their clients. The quote
from Martin sorrel shows that the previous industry fragmentation is now
converging. I am sure you have heard it before but “watch this space!”
For more information on mobile please contact
the IAB or one of our members.
Amit Kotecha,
Mobile and Networks Manager, IAB UK
[email protected],
0207 050 6969
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comScore
IPSOS
Deutsche Telekom
Linking Mobile
Everything Everywhere
Madvertise
Jeremy Copp
[email protected]
James Rowe
[email protected]
Mobile
Directory
(Orange and T-Mobile)
Chris Gobby
chris.gobby@
everythingeverywhere.com
Fetch Media
James Connelly
[email protected]
4th Screen
Jenny O’Connor
0207 921 5528
AdMob - part of Google
Nicola Rennison
[email protected]
Addictive
Simon Andrews
[email protected]
Adfonic
Richard Warren
[email protected]
Flurry
Richard Firminger
[email protected]
Google
Nicola Rennison
[email protected]
David Fieldhouse
[email protected]
Pandora D’Souza
[email protected]
MediaCom
George Dixon
[email protected]
Microsoft Advertising
Mandeep Mason
[email protected]
millennialmedia
Zac Pinkham
[email protected]
Mobile Commerce Ltd
Steve Page
[email protected]
Mocean Mobile
Fred Marthoz
[email protected]
Grapple
Paul Childs
[email protected]
Amy Shannon
[email protected]
Blismobile Media
Guardian News and Media
Greg Isbister
[email protected]
Lee Fels
[email protected]
Celltick
Incentivated
Marc Duke
[email protected]
Jason Cross
[email protected]
Celtra
InMobi
Jonathan Milne
[email protected]
22
First Partner
Gavin Sugden
[email protected]
Feryal Hemamda
[email protected]
Mojiva
Nick Marsh
[email protected]
Movement
Clive Baker
[email protected]
NAVTEQ Media Solutions
Juan Ageitos
[email protected]
OMD
Alex Newman
[email protected]
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On Device Research
Somo Agency
Wister
OpenMarket
StrikeAd
Yahoo!
Rippll
String™
YOC
Sky Media
Three
Yodel Digital
Alistair Hill
020 3239 2598
David Sheridan
07540 572 123
Doug Chisholm
[email protected]
Tim Hussain
0207 705 4616 Andrew French
[email protected]
Simon Wajcenberg
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