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Mobile why should we care

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  • Same revenues in the U.S. dropped from a high of $14.6 billion in 1999 to $10.4 billion in 2008. The Economist and The New York Times report that the downward trend is expected to continue for the foreseeable future[8][9] —Forrester Research predicts that by 2013, revenues in USA may reach as low as $9.2 billion

Transcript

  • 1. Making Sense of the Mobile Web
    Simon Van Wyk – HotHouse
    Patrick Cusack – HotHouse
    Lucas Challamel - NetBiscuits
  • 2. Mobile Marketing
    The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. "Everything else is secondary”
  • 3. Change like never before
    • Record Industry gone – well nearly
    • 4. Craig’s List – Trashed newspapers classified revenues
    • 5. YouTube trashed Hollywood. In 2005, it did not exist. Google bought it for $1.65 billion and Viacom is suing it for $1 billion—and both for the same reason: it has utterly disrupted the status quo of audience behavior
    • 6. Skype trashed phone company revenues – particularly long distance.
    • 7. Broadband – is about to land many new TV services.
    • 8. Facebook – is connecting the globe
  • The internet is the change agent
    Then & Now
    2000>> 2010
    adults who use the internet
    THEN: slow, stationary connections built around my computer
    79%
    46%
    have broadband at home
    64%
    5%
    own a cell phone
    50%
    82%
    NOW: faster, mobile connections built around outside servers and storage
    connect wirelessly
    59%
    0%
    use “cloud”
    >66%
    <10%
    tech social networkers
    48%
    0%
    June 15, 2010
  • 9. Australian online population in 2010
    9 in 10have broadbandat home
    Over 17 million Australians are online
    40% use Internet while
    watching TV
    They look at 92 domains
    and 3,029 pages
    THEY SPEND
    22h hours online
    15 hours watching TV
    10.3h listening to radio
    3.4h and 2.1h reading newspaper
    and magazines
    Source : Nielsen online consumer report Feb 2011
  • 10. Numbers
    Agenda
    Key Themes 2015:
    NetBiscuits – Mobile Internet
    RhoMobile – Building Apps
  • 11. Mobile Internet
  • 12. So why should we care?
  • 13. Australians are searching more from mobile devices
    Android Nexus One
    Mobile web adoption 8x faster than the desktop web
    Moto Droid & Eris
    12%of all Google queries in Dec 2010 came from mobile devices
    Android myTouch
    3,000% + growth in 3 years
    iPhone 3GS
    Palm Pre
    Blackberry Storm
    Android G1
    iPhone 3G
    iPhone
    2008
    2009
    Source: Google Internal Data, based on a basket of 20,000 keywords
  • 14. People use their phone differently
    Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’
  • 15. And they use it constantly throughout the week
    Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile
    Desktop Search Queries
    Mobile Search Queries
    Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010
  • 16. Most of the activity on mobiles is new.
  • 17. It’s not just iPhone.
  • 18. Largely driven by social media.