ChaCha ThinkLA Mobile Breakfast Keynote - Scott A. Jones
Think LA Mobile Breakfast Thursday, June 16, 2011
Scott A. Jones – Founder, Chairman & CEO Co-Founder, Chairman, CTO• Creator of #1 voicemail technology worldwide• Sold to Comverse for $843 million Co-Founder, Chairman, CEO• Creator of world’s largest music database• Sold to Sony for $260 million Founder, Chairman, CEO• Definitive source of real-time answers• Provided over a billion answers so far• Fastest-growing Q&A company
Pioneering Technologies at Work & at Home Visit http://on.mtv.com/JonesCrib to see Scott’ crib!WINNER MTV’s “Crib of the Decade” & “Best Home Theater”
#1 Real-time Answers25 MillionMonthly unique users3+ MillionAnswers provided to users every day1+ BillionQuestions ChaCha’s answered
About ChaCha’s Mobile AnswersView this video here: http://bit.ly/ChaChaMobile
ChaCha Answers on Mobile Mobile Web Mobile App Mobile Messaging What was the final score of the NBA Championship game? Win a working with… Dallas Mavs 105, Miami Heat 95 on 6/12. ChaCha on.7
Some of Our Brand Partners “ChaCha was the perfect partner for our launch. Viewers want to engage with our content and talent in unique, new ways. This provided a completely immersive, cross-platform experience.” Cameron Death, Sr. VP & GM NBC Universal Digital Studios8
Mobile is #1 in Audience and Reach Mobile 280SubscribersSatellite TVSubscribers 20 Cable TVSubscribers 65 TVHouseholds 125 Internet Access 221Source: Lifestyle Wireless, 2011 In Millions
Mobile vs. Desktop Internet User Projection Internet users in millions Mobile Web will surpass ‘tethered’ usage within 3 yearsSource: Morgan Stanley, April 2010, Global Projection
Desktop versus Mobile: Different Animals Solitary Social Fixed location On the go 30 minutes 30 seconds Sift through results Need an answer Focused on desktop Multi-taskingOften Research-oriented Timely, contextual, personal topics
Mobile Users Express Immediate Intent Vs.Understanding Mobile Information Needs – October 2010 – Church et. Al.
Mobile Search Users Are Impatient 80% report frustration withmobile web due to speed, toomany clicks, and too much irrelevant content. 80% Shorter -Qualcomm - 2010 15 + Search mins Session & 80% Lower CTR <3 mins Large Scale Study of European Mobile Search Behavior – 2008 – Church et. Al.
Mobile is Conversational & Personal I see search moving away from statelessness to something more resembling a conversation. - Peter Norvig Google Director of Research
17Desktop Experience Does NOT Transfer to Mobile How do over 40,000 results look on a mobile phone?
18 Answers vs. Results - Which Would YOU prefer? Answers ResultsHow many licksdoes it take to Engineering students from Purdueget to the University reported vs that their lickingcenter of a machine, modeled after a human tongue,tootsie pop? took 364 licks. Source: Tootsie.com
Share of Web Traffic Coming from Mobile Devices Entire WebGlobal StatCounter, comScore qSearch, Google Analytics Mobile – May 2010 - May 2011
Web and Mobile are ComplementaryGoogle Inside Search, May 2011
Mobile & Desktop Inversely Related Throughout DayGoogle Inside Search, May 2011
Smartphone vs. Feature Phone UsagecomScore MobiLens – March 2011
Smartphone Penetration Accelerating 65% 37% of US mobile subscribers have smartphones nowNielsen MarketSight – Q2 2011
Smart? Phones• Some early-adopter smartphone users do NOT have data plans• Of mobile users who have data plans, 23% consume small amounts of data• The top 10% of ‘super users’ consume 90% of the data• Android and iPhone users consumer 2x more data than other phonesSources: Nielsen Marketsight andNielsen Company, Customer Value Metrics, Single Line Accounts – May 2011
LBS has Reach Challenges 82% use cell phones 71% use SMS 35% have apps 24% use apps 4% Use LBS % of U.S. population6/19/2011 Source: Pew September 2010 26
Only Some Apps Are ImportantTechCrunch / Localytics – 3Q 2010
Smartphone Users More Likely to Text and Text More Often “What started once as a teenager Adoption thing has now reached the total population… “Messaging is the broadest Adoption reaching communication platform on the planet.” 891 705 ~ Tomi AhonenSMS Per SMS Per Month Month Smart Feature Source: Mobile Media Marketplace Q2 Phones Phones Nielsen MarketSight – Q2 2011
Mobile Marketing Options and Adoption Mobile websites 5% 43% 15% Mobile apps 3% 29% 28% Mobile messaging/SMS 7% 27% 23% Mobile display ads (CPM or CPC) 5% 26% 24% Mobile search 2% 24% 24% Mobile rich media apps 2% 17% 20% Mobile video 2% 15% 19% 2D "smart" barcodes 2% 7% 16% Mobile coupons 1% 14% 9% Location-based services 3% 5% 9% Interactive voice response 3% 9% 3% Mobile gaming 1% 6% 8% MORE THAN 3 YEARS Proximity - Bluetooth, RFID 2% 1% 8% 1-3 YEARS Near field communications payments 1% 5%2% LESS THAN 1 YEAR Source: Association of National Advertisers, 201029
Integrated Approach to Mobile Marketing Key• Personalize the User Experience with Context• Make sure you’re represented across all mobile media
Mobile is Outperforming Online in Every MeasureThe study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared thetwo using InsightNorms, the company’s normative database containing 1500 online ad effectiveness campaigns and 150 mobile ad effectiveness campaigns. Mobile InsightNormsare based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertisingcampaigns.
Are Advertising Dollars Being Spent Wisely? Mobile is Lagging =Average Weekly Hours Spent vs. % of Ad $$’s 43% of GIANT Opportunity 20% of Ad $$ Ad $$ 5.7% of Ad $$ 6.3% of Ad $$ 6.3% of Ad $$ 0.8% of Ad $$ eMarketer – May 2011
33 Mobile Marketing: It’s Still Very Early 17% 10% 4%Smaato, mobileSQUARED & Lightspeed Research, Nov 2010
US Mobile Ad Spending = 2.5B in 201430002500 CAGR = 44%2000 Messaging Display1500 Search Video Total1000 500 0 2009 2010 2011 2012 2013 2014eMarketer, September 2010
Think LA Mobile Breakfast Thursday, June 16, 2011Thank You!!