Future Local Webinar Nov12

“ The Future of Location on Mobile Devices: LBS, Apps & Monetization ” Greg Sterling Internet2Go November 12, 2009

Opus: Internet2Go
Research & advisory service
Tracking evolution of “mobile Internet”
Ecosystem segments:
Devices, ad networks, carriers, content producers, infrastructure, sales channels, advertisers
Proprietary research
Geographies: US and EU, China

Mobile Brings Local into Focus
People had a hard time “getting” the Internet’s relationship with offline transactions -- local
More recent: better understanding of local
Mobile instrumental in helping people see the value of local more clearly
Mobile a “bridge” between digital/PC world and physical world

Source: Opus Research, comScore, CTIA, Nielsen, US Census Bureau (2009) Populations: Offline, Online, Mobile 4 Major US Carriers: 250M subs approx. Mobile Internet: 70M 4.1B texts DAILY 30% of Verizon W revs data

Pew: % of all US adults going online via mobile Pew Internet & American Life Project: March, 2009 n=2,253 US adults 53% of smartphone owners report using mobile Internet “ at least once a day ” Opus Research, 3/09 Mobile Web Usage Frequency

Content: Smartphone Users Source: Universal McCann/AOL Study: “Smart Phone, Smart Marketing” June, 2009
TMPDM-comScore : 32% have conducted a local search via mobile Internet or app
60% for smartphone users
August, 2009

*Local content defined as searching for information on maps, movies, business directories or restaurants.
Source: comScore Mobile Metrics (US Mobile Subscribers Age 13+)
Local Content Access Methods Subscribers Accessing Local Mobile Content* by Access Method Three-Month Average Ending June 2009 vs. June 2008 Number of Mobile Subscribers (MM) Jun-08 Jun-09 Y/Y Percent Change Any Access Method 24.3 34.1 40% Browser 17.9 21.7 21% Application downloaded to phone 6.0 13.7 127% SMS 7.6 9.6 27%

Big Online Local Brands  Mobile

Mobile (Web) Search Web search on mobile generally resembles PC-based search; market share hierarchy is directionally the same as on PC.

Locally Oriented Apps Source: Skyhook Wireless, Oct. 2009

The Categories
Local search
Maps
Navigation
Verticals
Social networking
Augmented reality
Product search
P2P Q&A

‘ Local Search’ Mostly the Same Most YP apps offer the same experience as PC, although it’s starting to evolve

Experimentation Happening
Dex using the “slot machine”
YPMobile includes events (from Zvents), verticals
Augmented reality from Yelp and Superpages

Search  Browse, What’s Nearby?

Ask a Human This is “real time” WOM or “social search”

Fickle Users Apps downloaded but often abandoned quickly

Monetization: Many Scenarios
App generated $1 million in sales since launch -- roughly 3 mos. ago
In app advertising Display on mobile Web Traditional SEM

Trends in Local-Mobile
Mobile Web more app-like (location in browser)
Future apps/approaches more “native” to phone (voice, contacts, camera) -- AR
Verticals/point solutions
Social media/WOM
Out in the real world (SMS, QR, barcodes)

MOBILEPEOPLE 2009 MOBILE LOCAL KEY THEMES, TRENDS, THOUGHTS FROM MOBILEPEOPLE

TOP 5 MYTHS ABOUT MOBILE LOCAL
My Mobile solution needs some new and “crazy” feature
I want to drive buzz and adoption (downloads), so come up with something cool
Location !!! – I want to push alerts to people based on location
I want to send alerts to anyone within 5 blocks of a store about a current sale
Build me an iPhone app!
The market and my user base is expecting me to have one
Before we launch, I need all of these other features included
I get one shot with users, so I need to make sure its feature complete
I know my data is not great, but…..
MobilePeople © 2009 THINGS THAT ARE NOT NECESSARILY TRUE ON THE SURFACE

PRESCRIPTIONS FOR SUCCESS
Focus on function over form!
If your app is a utility app, it has to work correctly – period!
Unless your solutions is for branding purposes only and it’s a “novelty” play, cool features and the “wow” factor will wear off quickly if the application isn’t useful
Location IS a key factor in Mobile Local, but be practical
Users do want to find things “near” them, but let them initiate the search
LBS could be considered a technology solution looking for a problem.
If you want to alert people walking by a store that a sale is going on inside, put a sign in the window (its cheaper and easier)
Privacy concerns are going to dictate that LBS be permission-based
Why do you need an iPhone app?
You may in fact need one and should build one, but first make sure you know why
Identify and understand the needs of your target audience.
Determine what your solution needs to do (features, footprint, device needs)
Understand the advantages and disadvantages of various mobile solutions (apps vs. HTML5 vs. WAP vs. SMS etc.)
MobilePeople © 2009 WAYS TO COMBAT THE MOBILE LOCAL “MYTH” GREMLINS

PRESCRIPTIONS FOR SUCCESS (cont)
Ship the product and learn!
Loading an app with features is not necessarily a bad idea, unless…
You take too long to get it to market or you complicate the user experience
Our advice is to focus on the core features, get them right, and ship it!
Learn from the market (or as others would say “fail fast”)
You can always add those other features in a later release (if you ever decide to)
Get your data right – it all goes back to function over form!
If your solution is to provide relevant content (either search results, business listings, or other local media) – please make sure its relevant.
Users won’t have much patience for incorrect, out-dated, or stale data
Mobile users tend to be “here and now”, meaning that they are looking for information that is current, accurate, and relevant.
MobilePeople © 2009 WAYS TO COMBAT THE MOBILE LOCAL “MYTH” GREMLINS

NEXT BIG THINGS IN MOBILE LOCAL
Discovery
An evolution of search, utilizing the mobile devices knowledge of “where”, “why”, and “when” to help a user determine the most relevant “what”
“What is around me that can meet my need?”
Discovery is about find – you always find what you are looking for in the “last place you search”
Call this “skipping to the end of the story”
DISCOVERY WILL REQUIRE ACCURATE AND FRESH DATA
Mobile eCommerce
Along with Discovery, this will be another big trend in mobile local: doing transactions from the device
Replacing credit cards, loyalty cards, purchase and “pickup”
Reserve and use

Q&A
Greg Sterling
Senior Analyst & Program Director - Internet2Go
[email_address]
Nahid Giga
VP, Business Development - MobilePeople Inc
[email_address]
Jeff Porter
VP / GM - MobilePeople Inc.
[email_address]
To receive a copy of this slide presentation: [email_address]

Future Local Webinar Nov12

by Ben Allen on Nov 12, 2009

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