• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Australian Mobile Landscape - a 2009 overview
 

Australian Mobile Landscape - a 2009 overview

on

  • 1,520 views

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!)

Statistics

Views

Total Views
1,520
Views on SlideShare
1,515
Embed Views
5

Actions

Likes
3
Downloads
60
Comments
0

2 Embeds 5

http://www.slideshare.net 3
http://www.linkedin.com 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Australian Mobile Landscape - a 2009 overview Australian Mobile Landscape - a 2009 overview Presentation Transcript

  • (aka: I steal (old media) content and I vote)
    • First there was television, or rather:
    +
    • Which started off as (and in many cases remained):
    +
  •  
    • Lots of talk about “the mobile internet”….
    Kinda sounds like “radio with pictures “ to me
    • 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
    • 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…..
    • 21.5m mobile phones
    • 5m 3G handsets
    • 30% rich media devices
    • < 1.5% iPhone
    • Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck .
    • Wikipedia (April 2007)
    • 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
    • Masking of number with name (doesn’t let me call back or cancel)
    • Text heavy
    • How relevant is the offer?
    • Note: Osbourne Park WA
    • First, recognise your handset
  • And the size of the pointing device….
    • Ad slides as page is moved
    • New York Times application
    • Ad is placed a bottom of the screen
    • And remains there as you scroll down
    • 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
  •  
    • GPS systems
    • Music Players
    • Watches
    • Book readers
    • Cameras
    • 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
  •  
  •  
  •  
  •  
  •  
    • 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!
    • 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
  • Ray Kurzweil (and it’s true…..) Jennifer Wilson