Australian Mobile Landscape - a 2009 overview

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Presentation given to Mobile Mondays Adelaide (a fairly digitally sophisticated audience) on the mobile landscape, advertising, marketing, changes, developments etc. …

Presentation given to Mobile Mondays Adelaide (a fairly digitally sophisticated audience) on the mobile landscape, advertising, marketing, changes, developments etc.
Touch on some example of good and bad behaviour. (Note: Qantas have since repaired their iPhone site - but it did take about 3 months!)

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Transcript

  • 1. (aka: I steal (old media) content and I vote)
  • 2.
    • First there was television, or rather:
    +
  • 3.
    • Which started off as (and in many cases remained):
    +
  • 4.  
  • 5.
    • Lots of talk about “the mobile internet”….
    Kinda sounds like “radio with pictures “ to me
  • 6.
    • 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 had 400% increase in data traffic from 3G
      • ARPU only $4.35 (hard to monetise outside of SMS)
    • $25b global mobile content market
  • 7.
    • iPhone might reach 1.5% of Aussie handsets
      • But to won’t become Most Desirable for GenC
    • We will see mobile as consumer portal take off
      • But only when the budget moves from marketing
    • We will see mobile advertising work (and more bluetooth)
      • If we account for what consumers are doing
    • We might start to get true personalisation
      • If we start to think ‘consumer’ first
    • We’ll get a surprising new handset this year
      • That might be an iPhone killer
    • We’ll start to value open source (with good UI)
      • But we’ll still be addicted to iPhones….
    • We’ll talk more about mobile augmented reality
      • And realise that QR codes are dead…..
  • 8.
    • 21.5m mobile phones
    • 5m 3G handsets
    • 30% rich media devices
    • < 1.5% iPhone
  • 9.
    • Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck .
    • Wikipedia (April 2007)
  • 10.
    • 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
  • 11.
    • Masking of number with name (doesn’t let me call back or cancel)
    • Text heavy
    • How relevant is the offer?
    • Note: Osbourne Park WA
  • 12.
    • First, recognise your handset
  • 13. And the size of the pointing device….
  • 14.
    • Ad slides as page is moved
  • 15.
    • New York Times application
    • Ad is placed a bottom of the screen
    • And remains there as you scroll down
  • 16.
    • Has to be about context
      • Location is one thing, intent, community and commerce
    • Consider time of day/day of week/previous action
      • Build a relationship, not a series of independent pokes
    • More interesting - use of existing mobile devices as intelligent sensors
      • GPS plus (time) in a car = traffic flows
      • GPS plus (temperature) = instant local weather
      • User activity = context and relevance
  • 17.  
  • 18.
    • GPS systems
    • Music Players
    • Watches
    • Book readers
    • Cameras
  • 19.
    • 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
  • 20.  
  • 21.  
  • 22.  
  • 23.  
  • 24.  
  • 25.
    • Common low data rate for mobile
      • If we complain about broadband speeds…
    • Mobile as consumer engagement channel
      • Not just a marketing tool (which budget?)
    • Dramatically better (behavioural) tracking
      • Did I mention context? Or personalisation?
    • Wholesale (and understood) data rate
      • Make advertisers pay for watching their content
    • Smarter mobile services
      • And more than iPhone please!
  • 26.
    • We enhance narratives into the digital world
      • Build sites and destinations, back story, pre story
    • We engage with a new generation of audience
      • Your content on the desktop, in their hand
    • We create interactive content
      • Related links and content specific creations
    • We build new revenue streams
      • Determine the business model, define ROI, negotiate deals
    • We write digital strategies for traditional media projects
      • For other screens, pockets, devices or across social media
  • 27. Ray Kurzweil (and it’s true…..) Jennifer Wilson