New technologies, new applications (new ways of connecting) Jennifer Wilson #ATSYDM

8.55m 3G handsets (December 08) Up 88% on a year ago 17m iPhone sold world-wide (10m 3G) iPhone equates to 1.1% of all handsets Blackberry equates to 1.9% AdMobs ad serving: 33% to smart phones 10.4% to iPhones O2 released fabulous 3G package 400% increase in data traffic (major upgrade requried) $25b global mobile content market

8.55m 3G handsets (December 08)

Up 88% on a year ago

17m iPhone sold world-wide (10m 3G)

iPhone equates to 1.1% of all handsets

Blackberry equates to 1.9%

AdMobs ad serving:

33% to smart phones

10.4% to iPhones

O2 released fabulous 3G package

400% increase in data traffic (major upgrade requried)

$25b global mobile content market

Most ubiquitous device (ever) Responded to very quickly (96% SMS read in <20 mins) On 24 x 7, nearby and accessed often Communication, content and utility Response to mobile advertising incredible: 3% - 7% response rate 10% - 20% conversation rate 6 times the ROI on mobile compared to other forms We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

Most ubiquitous device (ever)

Responded to very quickly (96% SMS read in <20 mins)

On 24 x 7, nearby and accessed often

Communication, content and utility

Response to mobile advertising incredible:

3% - 7% response rate

10% - 20% conversation rate

6 times the ROI on mobile compared to other forms

We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found: On TV, the total audience data that can be captured is 1% On the web, the audience data that can be captured is 10% On mobile, the audience data that can be captured is 90% AMF Venture 2007

AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:

On TV, the total audience data that can be captured is 1%

On the web, the audience data that can be captured is 10%

On mobile, the audience data that can be captured is 90%

AMF Venture 2007

Right now, we’re seeing internet on a small screen…. But there’s much more to this Mobile offers : The first personal mass media channel Always with us, always on Location awareness Built in payment channel Creative tool for UGC (video, text & image) Near-perfect audience data Able to capture the social context of media Proactive communication tool Based upon Tomi Ahonen – Mobile as the 7 th Mass Media

Right now, we’re seeing internet on a small screen….

But there’s much more to this

Mobile offers :

The first personal mass media channel

Always with us, always on

Location awareness

Built in payment channel

Creative tool for UGC (video, text & image)

Near-perfect audience data

Able to capture the social context of media

Proactive communication tool

The Read/Write Web Communities User Generated Content XML, RSS Web applications Tagging (“folksonomy”) Google Cost per click Word of mouth The Portable Personal Web Individuals Lifeblog/lifestream The Semantic Web Widgets (drop & drag mash-ups) Tagging (“me-onomy”) Twine, NetVibes User Engagement Advertainment

The Read/Write Web

Communities

User Generated Content

XML, RSS

Web applications

Tagging (“folksonomy”)

Google

Cost per click

Word of mouth

The Portable Personal Web

Individuals

Lifeblog/lifestream

The Semantic Web

Widgets (drop & drag mash-ups)

Tagging (“me-onomy”)

Twine, NetVibes

User Engagement

Advertainment

Key Point – “The user interface everywhere” Everything will become connected (wirelessly) Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate More interesting - use of existing devices as intelligent sensors GPS plus (time) in a car = traffic flows GPS plus (weather sensing) = instant localised weather We will be the crowd that sources (via our mobile device)

Key Point – “The user interface everywhere” Everything will become connected (wirelessly)

Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation

Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate

More interesting - use of existing devices as intelligent sensors

GPS plus (time) in a car = traffic flows

GPS plus (weather sensing) = instant localised weather

We will be the crowd that sources (via our mobile device)

Personalisation is capturing the information someone gives you about themselves Context is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sits For mobile, some context is automatic: Location, day of week, time of day Previous actions from <here> at <similar times> What they did before they got to <this service> With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!) This, I submit, is the formula for the future: Web 3.0 = (4C + P + VS) . Sramana Mitra

Personalisation is capturing the information someone gives you about themselves

Context is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sits

For mobile, some context is automatic:

Location, day of week, time of day

Previous actions from <here> at <similar times>

What they did before they got to <this service>

With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)

When What is the time of day/day of week NOW? Is this their first time or have they been here before? Where Where are they? Does that change anything? Where were they before they came here? Why Why are they using this device? How Can we help them? What are they trying to do?

When

What is the time of day/day of week NOW?

Is this their first time or have they been here before?

Where

Where are they? Does that change anything?

Where were they before they came here?

Why

Why are they using this device?

How

Can we help them? What are they trying to do?

21.5m mobile phones 8.5m 3G handsets 30% rich media devices < 1.5% iPhone

21.5m mobile phones

8.5m 3G handsets

30% rich media devices

< 1.5% iPhone

Don’t restrict the content Just manage the navigation and presentation Think of your consumer *first* What will they be doing? Where? Moving? Tailor your sites for your audience Not just iPhone, but not WAP 1.0 either If cross-platform (online and mobile) Allow a single log in for consistent experience Personalise, tailor, make unique, deliver Remember your customers and show you remember

Don’t restrict the content

Just manage the navigation and presentation

Think of your consumer *first*

What will they be doing? Where? Moving?

Tailor your sites for your audience

Not just iPhone, but not WAP 1.0 either

If cross-platform (online and mobile)

Allow a single log in for consistent experience

Personalise, tailor, make unique, deliver

Remember your customers and show you remember

SMS Push messages, include links, content, images Can be forwarded (potentially viral) 96% of messages read in 20 mins (email????) Internet Limitations as to use of device functionality Less control over placement Make sure the specific device is recognised (EX) Apps First, get them to download (non-iPhone < 12%) Ability to control ad placement

SMS

Push messages, include links, content, images

Can be forwarded (potentially viral)

96% of messages read in 20 mins (email????)

Internet

Limitations as to use of device functionality

Less control over placement

Make sure the specific device is recognised (EX)

Apps

First, get them to download (non-iPhone < 12%)

Ability to control ad placement

Masking of number with name (doesn’t let me call back/cancel) Text heavy How relevant is the offer? Note: Osborne Park WA

Masking of number with name (doesn’t let me call back/cancel)

Text heavy

How relevant is the offer?

Note: Osborne Park WA

First, recognise your handset

First, recognise your handset

And the size of the pointing device…. Note: Qantas has resolved this problem, but it did take three months….

Typical use of banner at top of page Occasional repeats at fold Usually max of 3 per page

Typical use of banner at top of page

Occasional repeats at fold

Usually max of 3 per page

Iconic brands are their own advertising

Iconic brands are their own advertising

New York Times application Ad is placed a bottom of the screen And remains there as you scroll down

New York Times application

Ad is placed a bottom of the screen

And remains there as you scroll down

First there was television, or rather: +

First there was television, or rather:

Which started off as (and in many cases remained): +

Which started off as (and in many cases remained):

Lots of talk about “the mobile internet”…. Sounds a lot like “radio with pictures “

Lots of talk about “the mobile internet”….

iPhone – that gorgeous (tiny) restricted environment Carriers are cut out (and don’t like it) Apple has total control (and increasingly we don’t like it) Development environment also controlled (and limited) Android, Windows Mobile & Open Symbian – new forces? (more) Open source Broader development community Better processing environment An operating system on other devices Reduced x-platform development costs Still with the gorgeous features

iPhone – that gorgeous (tiny) restricted environment

Carriers are cut out (and don’t like it)

Apple has total control (and increasingly we don’t like it)

Development environment also controlled (and limited)

Android, Windows Mobile & Open Symbian – new forces?

(more) Open source

Broader development community

Better processing environment

An operating system on other devices

Reduced x-platform development costs

Still with the gorgeous features

Video call (2 x camera) Background processing Cut and Paste/ tools Richer message management (+MMS) Slider keypad (maybe)

Video call (2 x camera)

Background processing

Cut and Paste/ tools

Richer message management (+MMS)

Slider keypad (maybe)

Palm Pre HTC Dream LG Touch Web Eclipse Intuit (maybe?)

Palm Pre

HTC Dream

LG Touch Web

Eclipse Intuit (maybe?)

Facebook Connect (to open up social elements) Linking installed apps via connect (or other open source tool) Allows for sharing at the apps level Could be games Could be gaming Could be how social network truly goes mobile Brightkite Loopt Citysearch (US) LivePoker Digg Twitter Image: © razorfish 2008

Facebook Connect (to open up social elements)

Linking installed apps via connect (or other open source tool)

Allows for sharing at the apps level

Could be games

Could be gaming

Could be how social network truly goes mobile

Brightkite

Loopt

Citysearch (US)

LivePoker

Digg

Twitter

http://www.youtube.com/watch?v=PrwmHnnSXYo

Image recognition improving dramatically Prediction: death of QR codes in 18 months Supplementing reality and augmenting it Via your mobile phone

Image recognition improving dramatically

Prediction: death of QR codes in 18 months

Supplementing reality and augmenting it

Via your mobile phone

Mobile is more than a campaign tool We have to start thinking of it not as the fourth screen But as the first For marketing, the budget need to not be experimental But experiential For advertisers, the consumer needs to come first Time, place, activity Reward, cost, response We can experiment here The audience is extremely tolerant (and inquisitive)

Mobile is more than a campaign tool

We have to start thinking of it not as the fourth screen

But as the first

For marketing, the budget need to not be experimental

But experiential

For advertisers, the consumer needs to come first

Time, place, activity

Reward, cost, response

We can experiment here

The audience is extremely tolerant (and inquisitive)

If you are a brand: Mobile is a consumer touch point, not just an advertising or marketing channel Consumers will expect to transact through this channel How does your brand stack up? What do you represent? If you are a marketer: Use mobile as part of you strategy (integrated with others) If you want to do something new/different – mobile can help Consumers are sophisticated – clever concepts are better If you are an advertiser: Be patient. The market is coming (and can be counted) Be aware of the context. Popular might not be appropriate

If you are a brand:

Mobile is a consumer touch point, not just an advertising or marketing channel

Consumers will expect to transact through this channel

How does your brand stack up? What do you represent?

If you are a marketer:

Use mobile as part of you strategy (integrated with others)

If you want to do something new/different – mobile can help

Consumers are sophisticated – clever concepts are better

If you are an advertiser:

Be patient. The market is coming (and can be counted)

Be aware of the context. Popular might not be appropriate

Eric Schmidt CEO Google May 2005

Jennifer Wilson The Project Factory [email_address] +61 414 59 58 57 @JenWilsonSydney