Keynote of Chuck Martin at 123mobile

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Keynote speaker, auteur en CEO van het Mobile Future Institute Chuck Martin neemt je mee in de wereld van “The third screen”. Een inspirerend verhaal over de opkomst, de kracht en mogelijkheden die …

Keynote speaker, auteur en CEO van het Mobile Future Institute Chuck Martin neemt je mee in de wereld van “The third screen”. Een inspirerend verhaal over de opkomst, de kracht en mogelijkheden die het mobiele kanaal met zich mee brengen. Een spreker van formaat die speciaal voor u naar Nederland komt.

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  • 1. 123MobileDay Amsterdam December 12, 2012Chuck@MobileFutureInstitute.com Twitter: @ChuckMartin
  • 2. The MarketTechnology Behavior
  • 3. Evolution of Move to Consumer Centric • One to Many: Network TV • Time-Shifting – (VCR) • Auto-Content Selection & Shifting (TIVO) • Ubiquitous Access to Information (Web) • Easy Access to All Information (Yahoo, Google) • The Age of the Tethered Consumer
  • 4. The 3 Screens 5+ Billion Mobile Phones 2 Billion 1 Billion Television PC First Screen Second Screen Third Screen
  • 5. The Third Screen: MobileNumber doubled in last 5 years87% of entire world populationThe Age of the Untethered Consumer
  • 6. The Third Screen: It’s Global 105 countries: cell phone penetration exceeds 100% of population Saudi Arabia: Pop: 26 mil – Cell phones: 54 mil Hong Kong Pop: 7 mil – Cell phones: 15 mil Netherlands Pop: 17 mil – Cell phones: 20 mil (119%) ITU
  • 7. The Third Screen: US 328 million cell phones in US 104% of total population 32% of US households: cell phone only 55% of mobile phones in US are smartphones (58% in Netherlands) 62% smartphones 25-34 group CTIA Wireless, MMA, CWTA,NHIS, Telecompaper, GSMA, Nielsen
  • 8. Smartphone Penetration: Europe Spain 55% UK 55% Italy 45% France 45% Germany 41% Source: comScore
  • 9. Characteristics of Mobile • It’s Personal • Multi-faceted Communications Capability • Time, Location, Supply, Demand • Standing Up Medium • Installed Base • Ramp-up Speed • Self-Service Platforms • Call-to-Action Capability • Mobile Ecosystem (devices, carriers, etc.) • Pull vs. Push Medium
  • 10. The 2 Worlds of Mobile • UPT= Using Phone Technology • USPT = Using Smartphone Technology UPT vs. USPT • Mobile Web vs. Creating Application • SMS (Texting) • MMS (Multi-media communications)
  • 11. Create New Types of Interactions
  • 12. Group Chat: Groupme
  • 13. International Communication: Viber
  • 14. Create Remote Capabilities
  • 15. Mobile Opportunity: SMS • 2007: 1.8 Trillion SMS text messages sent worldwide • 2011: 7 Trillion SMS messages sent worldwide • 200,000 text messages every second • US subscribers send 696 messages a month • US teens send 3,300 texts a month • 2016: SMS to hit 9 trillion ITU, Nielsen, Mobile Future Institute, Chetan Sharma Consulting, ABI Research
  • 16. Mobile Opportunity: MMSUsing MMS (Multi-MediaMessaging Service). Can IncludeText Messages, Video, Photos,Documents, etc.Provide video content -- Majority of those with smartphone apps watch video clips
  • 17. Smartphone Users: Text more Use the Internet more Play more games Use more applications Listen to music Watch video more 79% of smartphone owners use them to help while shopping Sources: From The Third Screen, Google /Ipsos
  • 18. Behavioral Changes of MobileLocation Based Location Drivers -- Coupons.com -- mobiQpons -- Zip2Save
  • 19. Behavioral Changes of Mobile
  • 20. Behavioral Changes of Mobile
  • 21. Behavioral Change: CUNA Mutual
  • 22. Behavioral Change: Indeed Jobs
  • 23. Behavioral Change: Indeed Jobs
  • 24. Behavioral Change: Indeed Jobs
  • 25. Behavioral Change: Indeed Jobs
  • 26. Behavioral Change: Indeed Jobs
  • 27. Behavioral Changes of MobileLocation Based Location Drivers Location Magnets Location Activators -- We Reward -- Placecast -- Shopkick
  • 28. Behavioral Changes of MobileLBS -- Location Based ServicesMobile Goes Social Foursquare Facebook
  • 29. The World ofApps & Brands
  • 30. Job Searching: Monster
  • 31. Job Searching: Monster Netherlands
  • 32. The Rise of the 2D Barcode
  • 33. Track Cards, Rewards Cards
  • 34. Track Cards, Rewards Cards
  • 35. Barcode Behavior: Starbucks
  • 36. 2D Barcode Tracking
  • 37. 2D Barcode: Opt-in
  • 38. The Age of Mobile Facilitation
  • 39. Facilitating Payments: Square, Payfirma
  • 40. Recruiter Facilitation: Carerix, Maddle
  • 41. The One-Tap: Google Wallet
  • 42. Opportunity in Mobile− Benchmark candidates’ mobile usage− Test & Learn− Measure & Analyze− Leverage Geo-location− Add value to candidate experience− Think Service (make life/work easier; entertain)− Think Facilitation− Avoid Bright Shiny Object Syndrome
  • 43. Chuck@MobileFutureInstitute.com Twitter: @ChuckMartin