Fallon Brainfood: The Mobile 10
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Fallon Brainfood: The Mobile 10

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Fallon Strategic Planner Aki Spicer and Senior Producer Marty Wetherall explore 10 trends in mobile media.

Fallon Strategic Planner Aki Spicer and Senior Producer Marty Wetherall explore 10 trends in mobile media.

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Fallon Brainfood: The Mobile 10 Fallon Brainfood: The Mobile 10 Document Transcript

  • They promised us “the future” would be mobile. Copyright ©2008 Fallon Worldwide. All rights reserved. *Star Trek Tricorder 1
  • TEXT US NOW FOR A CHANCE TO WIN A $50 APPLE GIFT CARD! Which of these technologies has the most users globally? 1: TV 2: PC 3: Mobile Phone Text your answer (1, 2, or 3) to 70734 for a chance to win one of three Apple gift cards! Copyright ©2008 Fallon Worldwide. All rights reserved. Winners announced at end of presentation. *Standard messaging rates apply Powered by 2
  • ::Brainfood :: The Mobile 10 10 Things Marketers Should Know About Mobile Marketing October 1, 2008 Copyright ©2008 Fallon Worldwide. All rights reserved. Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Wide-ranging topics explore trends, business issues, and actionable opportunities for our brands. 3
  • Fallon Brainfood - trends, ideas, opportunities and thought leadership for our brands. Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Where we’ve been in 2008: Virtuality // Design For All // China Rising // The Social 10 What’s Next: The Mobile 10 // The Dirt on Green // The Viral Vanguards // Managing Your Personal Brand(in the Age of Web 2.0) Copyright ©2008 Fallon Worldwide. All rights reserved. Missed previous Brainfoods? Go to http://www.slideshare.net/akispicer/slideshows Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Wide-ranging topics explore trends, business issues, and actionable opportunities for our brands. 4
  • Introductions Aki Spicer, Planning Director Marty Wetherall, Senior Producer “Chuck Norris of Social Media” “MacGyver of Production” Copyright ©2008 Fallon Worldwide. All rights reserved. Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Wide-ranging topics explore trends, business issues, and actionable opportunities for our brands. 5
  • This is a presentation about social media using social media! Join us on your choice of a range of digital touchpoints including +Fallon Planning Blog on Blogger +UStream livestream video +Plannersphere on Ning +Slideshare +Qik livestream mobile video +Meebo chat +SMS Text messaging Copyright ©2008 Fallon Worldwide. All rights reserved. +Scoreboard photosharing 6
  • A word about our mobile text experiment Text FOOD to 99134 Copyright ©2008 Fallon Worldwide. All rights reserved. Powered by 7
  • TEXT US NOW FOR A CHANCE TO WIN A $50 APPLE GIFT CARD! Which of these technologies has the most users globally? 1: TV 2: PC 3: Mobile Phone Text your answer (1, 2, or 3) to 70734 for a chance to win one of three Apple gift cards! Copyright ©2008 Fallon Worldwide. All rights reserved. Winners announced at end of presentation. *Standard messaging rates apply Powered by 8
  • 2008 marked the official “mainstreaming” of the mobile web. Here are 10 trends marketers should know about it. 1. Critical Mass 2. Get Smart 3. Everyware 4. Mobile Shopping 5. Lifelogging/Lifestreaming 6. iPhone Economy 7. Android Attacks 8. Mobile Search 9. Cloud Computing 10. New Metrics Copyright ©2008 Fallon Worldwide. All rights reserved. Fast dive into these trends—What’s now? What’s next? …and look at how other brands like you are tapping them. 9
  • The Mobile Web is no longer “fringe” or “future” technology. Mobile Life un-tethers information to go with us in real-time, anywhere, and everywhere. Mobile Life is a whole new paradigm, not just TV and PC made small. Copyright ©2008 Fallon Worldwide. All rights reserved. And the creative opportunities are boundless. 10
  • Who in this room doesn’t have a cell phone? Do you know anyone over the age of 18 that doesn’t have a cell phone? Copyright ©2008 Fallon Worldwide. All rights reserved. 11
  • Remember computing interfaces circa 1980-90s? Copyright ©2008 Fallon Worldwide. All rights reserved. 12
  • Apple (then Windows) changed everything… Copyright ©2008 Fallon Worldwide. All rights reserved. 13
  • In many ways, it is still the wild, wild west for mobile standards and compatibility. Copyright ©2008 Fallon Worldwide. All rights reserved. Source: “Designing For Mobile”, Todd Bartz, Space 150, http://www.slideshare.net/space150/deepspace-designformobile?src=embed 14
  • Apple changed everything (again)… Copyright ©2008 Fallon Worldwide. All rights reserved. 15
  • Mobile is as different from the internet as TV is from radio. Copyright ©2008 Fallon Worldwide. All rights reserved. 16
  • Mobile does everything the previous media can do, including interactivity & search of the internet +personal mass media +always-on media +always carried media +location aware +with built-in payment channel +as activation tool is ever present at point of creative impulse +most accurate audience info Copyright ©2008 Fallon Worldwide. All rights reserved. text messaging, ringtones, logos, news, music, gaming, voting, subscription, pay-per-view, advertising, sponsorship, picture messaging, major revenue shift for music, gaming, e-mail Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008 17
  • From a “desktop” mentality towards an anywhere mentality…computing is now a portable reality and no longer a fixed space experience. Copyright ©2008 Fallon Worldwide. All rights reserved. 18
  • Mobile Life is not a mere “trend”. It signals fundamental shifts in human behavior. TECHNOLOGY HUMAN BEHAVIOR Copyright ©2008 Fallon Worldwide. All rights reserved. 19
  • Meet your next computer. TV. Radio. Camera. Map. Social Network. Coffee maker? Copyright ©2008 Fallon Worldwide. All rights reserved. 20
  • What are some actionable opportunities for leveraging mobile media for your brands? Copyright ©2008 Fallon Worldwide. All rights reserved. 21
  • “From essentially zero, we've passed a watershed of more than 3.3 billion active cell phones on a planet of some 6.6 billion humans in about 26 years. This is the fastest global diffusion of any technology in human history -- faster even than the polio vaccine.” Joel Garreau, writer “Our Cells, Ourselves”, of the Mobile Web”, Washington Post, 02/24/08 Copyright ©2008 Fallon Worldwide. All rights reserved. 22
  • Critical Mass Copyright ©2008 Fallon Worldwide. All rights reserved. 23
  • Globally, there are more mobile devices than PCs. 3X more MOBILE PHONE=3.3B than PCs! TV=1.5B PC=820MM GAMEBOY=190MM iPOD=100MM Copyright ©2008 Fallon Worldwide. All rights reserved. PDA=30MM Source: Google Mobile, June 2008 24
  • This means that for many people in emerging markets - the internet has always been mobile. Copyright ©2008 Fallon Worldwide. All rights reserved. 25
  • Even in U.S., internet users and broadband users are still only 72% and 61%, while mobile phone penetration is 84% Copyright ©2008 Fallon Worldwide. All rights reserved. 26
  • And millenial youth are mobile natives - they’ve grown up never having been confined to the fixed space of “desktop connection”. Copyright ©2008 Fallon Worldwide. All rights reserved. 27
  • Mobile life is pervasive. It shadows our “real life” in ways that traditional media cannot. Mobile Use, All Day—Every Day Copyright ©2008 Fallon Worldwide. All rights reserved. 28
  • Not just for talking anymore Copyright ©2008 Fallon Worldwide. All rights reserved. 29
  • At 40MM users in the US, the mobile internet is now officially mainstream media. Copyright ©2008 Fallon Worldwide. All rights reserved. ≥ 263MM US mobile subscribers ≥ 144MM (57%) US mobile subscribers were data users (used phone for functions like SMS or web access) ≥ 9 of 10 college students own a mobile device ≥ 63% of professionals use text msg ≥ 37% have received mobile advertisements 30
  • Mobile Life increasingly looks like “real life” just made portable. Copyright ©2008 Fallon Worldwide. All rights reserved. 31
  • And where the people go, advertising dollars must soon follow. Copyright ©2008 Fallon Worldwide. All rights reserved. 32
  • Advertisers will be challenged on how to add value to Mobile Life - not just interruptions. Copyright ©2008 Fallon Worldwide. All rights reserved. 33
  • Implications for Critical Mass 40MM - the water is now warm enough for swimming. Mobile is all day, all ways media - meet it on its Copyright ©2008 Fallon Worldwide. All rights reserved. terms. Mobile is Me Media, don’t blow it with spam. 34
  • “In everyware, all the information we now look to our phones or web browsers to provide becomes accessible from just about anywhere, at any time, and is delivered in a manner appropriate to our location and context.” Adam Greenfield, author Everyware: The Dawning Age of Ubiquitous Computing” Copyright ©2008 Fallon Worldwide. All rights reserved. 35
  • Everyware Copyright ©2008 Fallon Worldwide. All rights reserved. 36
  • Everything is connected. Everything becomes “media”. Copyright ©2008 Fallon Worldwide. All rights reserved. Ambient Devices' weather- predicting umbrella receives data from Accuweather.comto let you know when it's going to rain. 37
  • The Home becomes our central media hub. Copyright ©2008 Fallon Worldwide. All rights reserved. 38
  • The car becomes our remote media station. Copyright ©2008 Fallon Worldwide. All rights reserved. 39
  • In face of Everyware, content and networks are un-tethering to meet the demands of the Anywhere Consumer. Copyright ©2008 Fallon Worldwide. All rights reserved. 40
  • Impact of Everyware on advertising: two way communications enable shared values and community anywhere. Copyright ©2008 Fallon Worldwide. All rights reserved. 41
  • Any media can invite mass interaction and participation. Copyright ©2008 Fallon Worldwide. All rights reserved. 42
  • Nike+ uses technology to enable both real-world and digital competition amongst community of runners. Copyright ©2008 Fallon Worldwide. All rights reserved. 43
  • Best Buy provides utility thru iPhone app sponsorship. Copyright ©2008 Fallon Worldwide. All rights reserved. Doubled user registrations of Pandora and Best Buy halo association for bringing you this experience. Averaged 2.5 percent to 3 percent click-through daily. 44
  • While American Idol paved the way for mass interaction via text voting, Obama ‘08 leveraged the medium for greater (ongoing) engagement. Copyright ©2008 Fallon Worldwide. All rights reserved. 97.5MM SMS Votes! 2.9MM Uniques 45
  • FanChatter specializes in a user-generated update of the traditional “Fan Cam” scoreboard at sports events. Copyright ©2008 Fallon Worldwide. All rights reserved. FanChatter Stadium lets fans interact with the games and events they attend using the camera technology found on their mobile phone. 46
  • Take a photo with your camera phone and send it to fallon@fanchatter.com (works with MMS or email) Photos will appear in a real-time slideshow during this presentation and also in a live-updating gallery at Copyright ©2008 Fallon Worldwide. All rights reserved. http://fallon.fanchatter.com Standard messaging rates apply Powered by 47
  • Implications for Everyware On the network, the center is everywhere. Marketing strategy now about devising a brand narrative that is amplified (and cohesive) Copyright ©2008 Fallon Worldwide. All rights reserved. across all “media”. A brand’s combination of gestures (across all media) accrete value (meaning). 48
  • Mobile Shopping Copyright ©2008 Fallon Worldwide. All rights reserved. 49
  • Approximately 300B paper coupons are printed every year and only about 5% of them are ever redeemed. Why Mobile Coupons ≥ Cost effective, less waste ≥ Promote the code in location (in context) ≥ Meets digital natives where they live ≥ Never “lost” or forgotten when you need them Copyright ©2008 Fallon Worldwide. All rights reserved. 50
  • Powerful mobile access is reframing the experience of shopping and opening up the hidden data and context about products. ScanZoom, grants Sony Photo Navi Packaging codes for direct access to offers information enhancing mobile Pricegrabber’s or on products via access. Amazon's info. shots of wine label. Copyright ©2008 Fallon Worldwide. All rights reserved. Pricenoia lets users compare Amazon price listings while in-store. 51
  • Amazon is enabling SMS text shopping for the new Anywhere Consumer. Copyright ©2008 Fallon Worldwide. All rights reserved. 52
  • Expect an increasingly complex mesh of shopping touchpoints. MoGo Shopping (mobile buy, couponing, voice search, location awareness) Interwebnets Retail Store Social Web (convenience-experience) Home Hub Copyright ©2008 Fallon Worldwide. All rights reserved. 53
  • Implications for Mobile Shopping Mobile unlocks new layers of information about products, anywhere. Mobile unlocks new paths to purchase. Copyright ©2008 Fallon Worldwide. All rights reserved. All hell breaks loose. 54
  • We’ve covered a lot during this Brainfood lunch. Some key takeaways about The Social 10… ≥ Critical Mass: 40MM people on the mobile web - we officially have a market. ≥ Get Smart: Smartphones Rule. ≥ Everyware: Everything computes. ≥ Mobile Shopping: Mobile unlocks new paths to purchase. ≥ Lifelogging: Always-on culture demands always-on brand ideas. ≥ iPhone Economy: Resistance is futile. ≥ Android Attacks: Not a device, a (Google) platform. Copyright ©2008 Fallon Worldwide. All rights reserved. ≥ Mobile Search: Not a suite of answers - the right answer. ≥ Cloud Computing: The web is your server now. ≥ New Metrics: We must forge engagement standards in the age of mobile. 55
  • A word from our sponsors Mobile solutions powered by For information: jmullin@onthegomarketing.com Event Photo Sharing powered by For more information visit http://stadium.fanchatter.com Copyright ©2008 Fallon Worldwide. All rights reserved. 56
  • Which of these technologies has the most users globally? 1: TV 2: PC 3: Mobile Phone THE CORECT ANSWER IS (3) - Mobile Phone Copyright ©2008 Fallon Worldwide. All rights reserved. Powered by 57
  • Take a photo with your camera phone and send it to fallon@fanchatter.com (works with MMS or email) Photos will appear in a real-time slideshow during this presentation and also in a live-updating gallery at Copyright ©2008 Fallon Worldwide. All rights reserved. http://fallon.fanchatter.com Standard messaging rates apply Powered by 58
  • Copyright ©2008 Fallon Worldwide. All rights reserved. 59
  • Let’s continue the conversation on our blog: http://fallontrendpoint.blogspot.com Connect with us at aki.spicer@fallon.com marty.wetherall@fallon.com Copyright ©2008 Fallon Worldwide. All rights reserved. 60