The new web: mobile
New technologies, new applications
    (new ways of connecting)

           #ATSYDM

                 ...
Where are we now?
8.55m 3G handsets (December 08)
    Up 88% on a year ago
17m iPhone sold world-wide (10m 3G)
iPhone equa...
Key reasons to be mobile
Most ubiquitous device (ever)
Responded to very quickly (96% SMS read in <20 mins)
On 24 x 7, nea...
Media – audience measurement
AMF Ventures measured the relative accuracies of measuring
audience data by the three major m...
The 3.0 in mobile
  Right now, we’re seeing internet on a small screen….
      But there’s much more to this
Mobile offers...
Web 2.0 ->       Web 3.0
The Read/Write Web       The Portable Personal Web
Communities              Individuals
User Gene...
Looking for the Semantic in mobile
 Key Point – “The user interface everywhere”
 Everything will become connected (wireles...
“Context” + “Personalisation”
Personalisation is capturing the information someone gives you
about themselves
Context is k...
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...
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 *...
Apps vs Internet vs SMS
SMS
   Push messages, include links, content, images
   Can be forwarded (potentially viral)
  ...
SMS
 Masking of number with name
 (doesn’t let me call back/cancel)
 Text heavy
 How relevant is the offer?
 Note: Osborne...
Internet
   First, recognise your handset
Then remember where you are…




And the size of the pointing device….
                                        Note: Qanta...
Mobile advertising: internet
               Typical use of banner at
               top of page
               Occasional ...
Mobile advertising: brand apps
                 Iconic brands are their
                 own advertising
Mobile advertising: ads in apps
                 New York Times
                 application
                 Ad is placed...
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 ...
The new iPhone? (June)
            Video call (2 x camera)
            Background processing
            Cut and Paste/ to...
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 othe...
Mobile Augmented Advertising
Mobile Supplemented Reality
Image recognition improving dramatically
   Prediction: death of QR codes in 18 months
Supplem...
We need to think differently
Mobile is more than a campaign tool
We have to start thinking of it not as the fourth screen
...
Some specifics
If you are a brand:
     Mobile is a consumer touch point, not just an advertising or marketing
     channe...
'Mobile phones are cheaper than PCs, there are
 three times more of them, growing at twice the
speed and they increasingly...
Mobile:
not so a quiet revolution
 as a new opportunity

       Jennifer Wilson
     The Project Factory
        0414 59 5...
The new web: mobile New technologies, new applications (new ways of connecting) #ATSYDM Jennifer Wilson
The new web: mobile New technologies, new applications (new ways of connecting) #ATSYDM Jennifer Wilson
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The new web: mobile New technologies, new applications (new ways of connecting) #ATSYDM Jennifer Wilson

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

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

  1. 1. The new web: mobile New technologies, new applications (new ways of connecting) #ATSYDM Jennifer Wilson
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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)
  8. 8. “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
  9. 9. 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?
  10. 10. The market is broad 21.5m mobile phones 8.5m 3G handsets 30% rich media devices < 1.5% iPhone
  11. 11. 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
  12. 12. 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
  13. 13. SMS Masking of number with name (doesn’t let me call back/cancel) Text heavy How relevant is the offer? Note: Osborne Park WA
  14. 14. Internet First, recognise your handset
  15. 15. Then remember where you are… And the size of the pointing device…. Note: Qantas has resolved this problem, but it did take three months….
  16. 16. Mobile advertising: internet Typical use of banner at top of page Occasional repeats at fold Usually max of 3 per page
  17. 17. Mobile advertising: brand apps Iconic brands are their own advertising
  18. 18. Mobile advertising: ads in apps New York Times application Ad is placed a bottom of the screen And remains there as you scroll down
  19. 19. How do we see devices? First there was television, or rather: +
  20. 20. Then there was the internet Which started off as (and in many cases remained): +
  21. 21. Until someone realised what you could do…
  22. 22. Mobile is at the same place Lots of talk about “the mobile internet”…. Sounds a lot like “radio with pictures “
  23. 23. 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
  24. 24. The new iPhone? (June) Video call (2 x camera) Background processing Cut and Paste/ tools Richer message management (+MMS) Slider keypad (maybe)
  25. 25. New devices Palm Pre HTC Dream LG Touch Web Eclipse Intuit (maybe?)
  26. 26. 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
  27. 27. Mobile Augmented Advertising
  28. 28. Mobile Supplemented Reality Image recognition improving dramatically Prediction: death of QR codes in 18 months Supplementing reality and augmenting it Via your mobile phone
  29. 29. 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)
  30. 30. 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
  31. 31. '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
  32. 32. Mobile: not so a quiet revolution as a new opportunity Jennifer Wilson The Project Factory 0414 59 58 57

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