123mobile - Chuck Martin - A World Gone Mobile

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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 het mobiele kanaal met zich mee brengen. Een spreker van formaat die speciaal voor 123mobileday naar Nederland komt op 12 december 2012.

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123mobile - Chuck Martin - A World Gone Mobile

  1. 1. 123MobileDay Amsterdam December 12, 2012Chuck@MobileFutureInstitute.com Twitter: @ChuckMartin
  2. 2. The MarketTechnology Behavior
  3. 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. 4. The 3 Screens 5+ Billion Mobile Phones 2 Billion 1 Billion Television PC First Screen Second Screen Third Screen
  5. 5. The Third Screen: MobileNumber doubled in last 5 years87% of entire world populationThe Age of the Untethered Consumer
  6. 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. 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. 8. Smartphone Penetration: Europe Spain 55% UK 55% Italy 45% France 45% Germany 41% Source: comScore
  9. 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. 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. 11. Create New Types of Interactions
  12. 12. Group Chat: Groupme
  13. 13. International Communication: Viber
  14. 14. Create Remote Capabilities
  15. 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. 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. 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. 18. Behavioral Changes of MobileLocation Based Location Drivers -- Coupons.com -- mobiQpons -- Zip2Save
  19. 19. Behavioral Changes of Mobile
  20. 20. Behavioral Changes of Mobile
  21. 21. Behavioral Change: CUNA Mutual
  22. 22. Behavioral Change: Indeed Jobs
  23. 23. Behavioral Change: Indeed Jobs
  24. 24. Behavioral Change: Indeed Jobs
  25. 25. Behavioral Change: Indeed Jobs
  26. 26. Behavioral Change: Indeed Jobs
  27. 27. Behavioral Changes of MobileLocation Based Location Drivers Location Magnets Location Activators -- We Reward -- Placecast -- Shopkick
  28. 28. Behavioral Changes of MobileLBS -- Location Based ServicesMobile Goes Social Foursquare Facebook
  29. 29. The World ofApps & Brands
  30. 30. Job Searching: Monster
  31. 31. Job Searching: Monster Netherlands
  32. 32. The Rise of the 2D Barcode
  33. 33. Track Cards, Rewards Cards
  34. 34. Track Cards, Rewards Cards
  35. 35. Barcode Behavior: Starbucks
  36. 36. 2D Barcode Tracking
  37. 37. 2D Barcode: Opt-in
  38. 38. The Age of Mobile Facilitation
  39. 39. Facilitating Payments: Square, Payfirma
  40. 40. Recruiter Facilitation: Carerix, Maddle
  41. 41. The One-Tap: Google Wallet
  42. 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. 43. Chuck@MobileFutureInstitute.com Twitter: @ChuckMartin

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