A World Gone Mobile

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Chuck Martin, auteur van The Third Screen, heeft tijdens een inspirerend Moviebites seminar over Online Video & Mobile verteld over de enorme groei van mobile. Bekijk hier zijn presentatie.

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A World Gone Mobile

  1. 1. Moviebites The Hague December 13, 2012Chuck@MobileFutureInstitute.com Twitter: @ChuckMartin
  2. 2. 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
  3. 3. The 3 Screens 5+ Billion Mobile Phones 2 Billion 1 Billion Television PC First Screen Second Screen Third Screen
  4. 4. The Third Screen: MobileNumber doubled in last 5 years87% of entire world populationThe Age of the Untethered Consumer
  5. 5. 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
  6. 6. The Third Screen: US 328 million cell phones in US 104% of total population 32% of US households: cell phone only 52% of mobile phones in US are smartphones (58% in Netherlands) 62% smartphones 25-34 group CTIA Wireless, MMA, CWTA,NHIS, Telecompaper, GSMA, Nielsen
  7. 7. Smartphone Penetration: Europe Spain 55% UK 55% Italy 45% France 45% Germany 41% Source: comScore
  8. 8. 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
  9. 9. 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)
  10. 10. Create New Types of Interactions
  11. 11. Group Chat: Groupme
  12. 12. International Communication: Viber
  13. 13. Proximity Marketing: NFC in the UK
  14. 14. Proximity Marketing: NFC in the US
  15. 15. Create Remote Capabilities
  16. 16. Mobile Opportunity: SMS UPT Approach •Opt-In required •Double opt-in best practice •160-character limitation •Can reach most phones
  17. 17. 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
  18. 18. Mobile Opportunity: MMSUPT Approach•Open-viewing rates typically 15-25 percenthigher than standard text•No 160-character limitation•Can reach most phones
  19. 19. Mobile Opportunity: Video• Mobile video traffic to account for 71% of all mobile data by 2016• Largest mobile ad spend in 2016: marketing apps, coupons, streaming video, search• 66% of tablet owners download/view short videos Sources: Cisco, PQ Media, Accenture
  20. 20. Mobile Opportunity: Video• 34 million US smartphone owners watch videos via mobile• More than 1 billion mobile- broadband subscriptions worldwide• Mobile-broadband penetration 51% in developed world Sources: Nielsen, ITU
  21. 21. Mobile Video at Retail: Macy’s
  22. 22. 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
  23. 23. Behavioral Changes of MobileLocation Based Location Drivers -- Coupons.com -- mobiQpons -- Zip2Save
  24. 24. Behavioral Changes: Value
  25. 25. Behavioral Changes of Mobile
  26. 26. Behavioral Change: CUNA Mutual
  27. 27. Behavioral Change: Walmart
  28. 28. Behavioral Changes of MobileLocation Based Location Drivers Location Magnets Location Activators -- We Reward -- Placecast -- Shopkick
  29. 29. Behavioral Changes of MobileLBS -- Location Based ServicesMobile Goes Social Foursquare Facebook
  30. 30. Behavioral Change: Citi, Best Buy
  31. 31. Mobile Banking: Citibank Brazil
  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. The One-Tap Buy: ShopSavvy
  37. 37. 2D Barcode Tracking
  38. 38. 2D Barcode: Opt-in
  39. 39. Facilitating Payments: Square, Payfirma
  40. 40. The One-Tap: Google Wallet
  41. 41. Opportunity in MobileShorter Term – Communicate with customers via mobile – Leverage SMS, MMS – Mobile Apps, Mobile Web, Video – Test & Learn – Measure & Analyze – Use Geo-location, proximity marketing – Add Value to Consumer Experience
  42. 42. Chuck@MobileFutureInstitute.com Twitter: @ChuckMartin

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