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Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
Australian Mobile Landscape - a 2009 overview
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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

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