2.2 Peggy Anne Salz Msearchgroove

International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com

Peggy Anne Salz - Msearchgroove “ I still haven’t found what I’m looking for!”

Leveraging Location for Services

Today's Points of Discussion…
Mobile Explosion / Disruptive Convergence Forces
Mobile Applications and LBS examples * The convergence around all services, mobile and LBS
How to Profit from Location
* The right business models for success

Combined Forces The Mobile CrossMedia Agency Strategy/ Biz Dev/ Planning Consultancy Services Thought Leadership Analyst Strategic Consultancy Services, Bespoke Research, White Papers

Mobile Explosion / Disruptive Convergence Forces

Force 1: Consumption Fragmentation

Force 2: Free vs. Fee ( Balance) Free Terrestrial Paid Satellite Free Broadcast Paid Satellite + Cable Free Newspaper/Free Directory Paid Daily Newspaper Radio TV Print Online  Advertising  Advertising  Advertising Free content/services Subscription & Transaction  Advertising “ Free” Advertising “ Paid” Subscription 40% iPhone Apps are Paid/ 60% Free Subscription & Transaction Mobile Free content/services  Advertising NOW

Force 3 : Open Platform Multimedia Computer ( 2008 pivotal) All of my connected applications , always with me, EVERYWHERE Mainframe 1960s Mini 1970s Personal 1980s Laptop 1990s

Force 4: Personalization (The New Media Wave) Accelerated Growth ‘ 95 ‘ 00 ‘ 05 ‘ 10 Email Portal Social Media Web/Local Search Perspective Search

Force 5: Social Nets = Mobile (Influencer/Recommendation Systems) > 65% use Mobile Mobile Access Mainstream > 5% Users Mobile Access Mainstream 100’s of Apps > 20 Million Users Entertainment Access

Force 6: Amazing Mobile API (Application Disruption) App Store 1-click Immediate Use Location API (shake/move) Accelerometer API Touch API Microphone API Rich Media API Browser API Camera API Speaker API

Force 7: Location without Rankings is Dead! Search recommendation dynamic Personalization

Force 8: Who Owns the Address book! Vodafone 360

Force 10 : Exploding Browsing ADObjects, Inc © all rights reserved 2X Global MOBILE INTERNET Growth
2010 inflection point. Mobile HTML Browsers > PC’s
Major Search Engines generate 8B page views daily
Major Social Media generate 6B page views daily
All regions expected to see significant, if not massive, growth Western Europe 60%+ U.S. 60%+ APAC 80%+ CE Europe 125%+ CALA & ROW 200%+

Mobile Applications and LBS examples

The iPhone Velocity
It took 74 days to sell the first million iPhones in 2007.
Then, on July 11, 2008, Apple launched the App Store, and everything changed.
Three days to sell 1 million iPhones.
Three days to download 10 million applications.
Eleven days to download 25 million apps.
60 million applications downloaded in the first month .
$360 million in applications sold to date , even though the majority of downloads come from free apps.
1Billion Apps (35K in Catalog) downloaded 8 months later
1.7Billion Downloads now today!
Potentially $1 Billion marketplace in the next 24 months

Categories of Cool Creative Apps Novel Practical New Value Directory Publishers Advertisers & Local Sounds &Shake Search 2.0 Perspective/ Recommend Multimedia/ Live Ads News & Info Goes Local Socialize the Advertiser Bleeding Yellow Cross-Media Print 2 Mobile Around Me ( Next Level) Cross-Media Web 2 Mobile Around Me (Entertain)

Sounds and Shake Apps that can bring some novelty to the experience. “ Push or Pull” Sounds and novel Idea’s to link content to Locations

Socialize & Perspective (location) Building on-top of twitter to follow perspectives / The New Social Search
Whereyougonnabe?
Twitter Apps
Twinkle
Local Weather
Facebook Connect Apps
Social navigation
Planet9 RayGun

Directed Search (Location) Search, Augmented Search and the Direction around you GeoVector is Directionally Filtered to present the user with what they need. Layar AR Browser 3D Local Search

Around Me ( Entertainment Example ) Apps that serve a purpose of entertainment have maps and local info Anyone want to meet for drinks at Pikes on Friday? Leveraging location based Advertisers and information in Entertainment Applications

Yellow …to Rainbow (The All Around Me App) Apps that have built on-top-of listing ( New Value) From choosing your Vertical Around you To ….

Bleeding Yellow ( community editorial) Apps that have built on-top-of listing ( New Value Editorial) … ..It is clear that Search without User-Generated-Content is now DEAD People crave References and information about listings, Yelp has created the Status-Quo

Yellow Slice….. ( Movie Vertical) Apps that have built on-top-of listing ( New Value for Vertical) … ..Learning about a movie, includes the location of the movie…. And maybe a restaurant to have dinner before or after?

News Goes Local Better and Better Local Newspaper apps from the media companies ..From dedicated branded apps from Local News Companies, … .To New York Times API for mash-ups

From Virtual to other great content applications that offer search Creative Content ( Driven search)
Augmented reality
ViewRanger
Placr
Locality browsing
Lightpole
Tracking
Path Technologies using TMSI in shopping centres

How to Profit from Location! Syndication

Google, Yahoo, Microsoft Syndication
or your Syndication
* Quote- Danny Sullivan, SearchEngineLand (>60% of Google’s Biz model was Syndication with the web *)

Business of Cool Creative Apps Directory’s Advertisers & Local API Developers Original Content $$$ Rev. Share Syndication Creativity User Attraction End-Users Massive Usage Of Products With LBS

What to do…..
Quickly Launch Own Application
Do cool, cool, cool…..as Status Quo
Open your Advertising APIs- to App Stores
Syndicate Data and remarket via own marketplace
Focus on the most profitable verticals

Thank-you [email_address] [email_address]

Print 2 Mobile: Ubiquitous Connection
Communitainment (Syndicate)
New Advertiser Relationship
Consumer Free => Then Fee
The Multi-media Computer
Perspective Search (Twitter)
Mobile HTML
Local Rich Banner
Find the Cross-Media Formula
Social Media = Mobile
Creative Application API’s

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