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Swim Lesson 5 Anytime Anyplace

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    Swim Lesson 5 Anytime Anyplace Swim Lesson 5 Anytime Anyplace Presentation Transcript

    • Lesson #5 Anytime, Anyplace Communications in a Mobile World
    • What are the trends? • 58% of adult Americans have used a cell phone or PDA to perform mobile non-data voice activities. • 41% of adult Americans have logged onto the Internet on-the-go. • Overall, 62% of all Americans have some experience with mobile access to digital data and tools. 2
    • What are the trends? • Cell phones are very hard to give up. - 51% of users said it would be harder to give up a cell phone than Internet, television, landline telephone, email or a wireless email device. - Under 30 category leads the way. 3
    • What are the trends? • What are people doing with their cell phones? - 31% send text messages on a typical day. - 15% take a picture. - 8% send or receive email. - 7% access the Internet for news, weather, sports and other information. • Overall, 32% of all Americans are doing one of these things on a typical day. 4
    • What are the trends? • Hispanics lead the way. - 73% send text messages - 71% take a picture - 22% access the Internet for news and information • Compare to Whites. - 53% send text messages - 56% take a picture - 18% access the Internet for news and information • Compare to African-Americans. - 68% send text messages - 57% take a picture - 27% access the Internet for news and information 5
    • What are the trends? • Let’s give these numbers context. - 84% of English-speaking Hispanics have cell phones - 74% of white Americans have cell phones - 71% of African- Americans have cell phones 6
    • What are the trends? • Activities are trending younger. - 60% of 18-29 year-old users text on a typical day - 31% take a picture - 14% access the Internet for news and information 7
    • What are the trends? • Cell phones are hard to give up - 54% of Hispanics say their cell phone is the hardest thing to give up - 51% of African- Americans say that - 49% of white Americans say that - 62% of 18-29 year-olds say that - 52% of 30-49 year-olds say that 8
    • What are the trends? • What is the user profile? - Internet user with Broadband at home - Use a cell phone as your primary telephone - Average income greater than $25,000 - Median age of 32 - Split evenly between high school, college or graduate school education - Either urban or suburban, but not rural 9
    • “Time was, people bought phones for inherent traits--stylish facade, Internet prowess, fancy camera. Nowadays, we’re just as interested in the downloadable little amulets that bless the devices with special powers.” -- Fast Company, May 2009
    • What is it with these applications? • It is app mania! • The one billionth iPhone app was downloaded from iTunes last month. • There were about 80,000 apps available for the BlackBerry before anyone had ever heard of the App Store. • Mobile phone apps are more personal, more social and more portable than anything you can do on your computer. • Many apps are free and customers don’t seem to mind the banner advertising that comes with them (1-2% even click on them!). 11
    • The BlackBerry • BlackBerry App World - Social networking, news, travel, maps, video, music, games and more. ‣ AOL Instant Messenger ‣ Bloomberg News ‣ iheartradio from Clear Channel ‣ Livestrong (daily calorie count) ‣ PrimeTime2Go (television shows) - Purchase apps using PayPal - Only available in US, Canada and UK 12
    • Google Android 13
    • Google Android • Developer-focused - Open source - All applications are created equal - Applications can draw on any of the device’s core functionality (text, making calls, using the camera) 14
    • Google Android • Currently the #2 mobile web browsing platform in the world (iPhone is #1) • What does it allow you to do? - Upload video directly to YouTube - Upload pictures directly to Picasa - A soft keyboard with autocomplete - Can automatically connect to a Bluetooth headset - Copy and paste function - Over 5,000 applications currently available - Locate when your friends are in your vicinity • Expected to be running on 18 different devices by the end of this year. 15
    • The iPhone • 1.25 million iPhones shipped per month. • 21 million users worldwide. • Will be over 32 million iPhone users before the end of 2009. • App Store = >25,0000 programs. • 5,000 new apps added/month. • If an app becomes popular, selling it at $2.99 can make developers millionaires very quickly. - If an app gets on the top 100 list, sales go up by an average of 250%. • Of the apps for sale, most never seen by customers. • The most downloaded apps reach 20% of the iPhone users. - Approx. 1% of the market where the iPhone is available. 16
    • “There are more phones in the world than personal computers, and the opportunity presented by a highly personal, one-to-one, always-on communications device can’t be ignored.” -- Advertising Age, March 30, 2009
    • Apps for marketing? • In 2009, marketers will spend $391,000,000 on mobile marketing efforts. • In 2010, it is projected they will spend $561,000,000. 18
    • Apps for marketing? • Build brand loyalty - Entertainment/engagement - Coupon delivery • Make information easily accessible - Store location (maps) - Store information - Product information - Product promotion - Event promotion 19
    • Questions? Emily Blake ereeves@stoneward.com brutherford@stoneward.com 501.772.6142 (text) 501.772.6108 (text) @reeves501 @blakerutherford