The new web: mobile
New technologies, new applications
(new ways of connecting)
#ATSYDM
Jennifer Wilson

Where are we now?
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

Key reasons to be mobile
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

Media – audience measurement
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

The 3.0 in mobile
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 7th Mass Media

Web 2.0 -> Web 3.0
The Read/Write Web The Portable Personal Web
Communities Individuals
User Generated Content Lifeblog/lifestream
XML, RSS The Semantic Web
Web applications Widgets (drop & drag mash-ups)
Tagging (“folksonomy”) Tagging (“me-onomy”)
Google Twine, NetVibes
Cost per click User Engagement
Word of mouth Advertainment

Looking for the Semantic in mobile
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)

“Context” + “Personalisation”
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

Mobile needs to consider
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?

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

Developing Mobile Sites
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

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

Internet
First, recognise your handset

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

Mobile advertising: internet
Typical use of banner at
top of page
Occasional repeats at fold
Usually max of 3 per page

Mobile advertising: brand apps
Iconic brands are their
own advertising

Mobile advertising: ads in apps
New York Times
application
Ad is placed a bottom
of the screen
And remains there as
you scroll down

How do we see devices?
First there was television, or rather:
+

Then there was the internet
Which started off as (and in many cases remained):
+

Until someone realised what you could do…

Mobile is at the same place
Lots of talk about “the mobile internet”….
Sounds a lot like “radio with pictures “

Warning: trends are subject to change
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

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

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

Getting more social on mobile
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

Mobile Augmented Advertising

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

We need to think differently
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)

Some specifics
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

'Mobile phones are cheaper than PCs, there are
three times more of them, growing at twice the
speed and they increasingly have internet access.
Mobile is going to be the next big internet
phenomena. It holds the key to greater access to
everyone – with all the benefits that entails.’
Eric Schmidt CEO Google May 2005

Mobile:
not so a quiet revolution
as a new opportunity
Jennifer Wilson
The Project Factory
0414 59 58 57