Future Local Webinar Nov12


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  • Target audience: What is their demographic profile? What sort of devices do they own? (look in your server logs, do some research, etc.) Determine what your solution needs to do? - Do you need a specific function on the device? Are you doing something that would require an application, a specific phone? Alerts, Compass?
  • Target audience: What is their demographic profile? What sort of devices do they own? (look in your server logs, do some research, etc.) Determine what your solution needs to do? - Do you need a specific function on the device? Are you doing something that would require an application, a specific phone? Alerts, Compass?
  • Future Local Webinar Nov12

    1. 1. “ The Future of Location on Mobile Devices: LBS, Apps & Monetization ” Greg Sterling Internet2Go November 12, 2009
    2. 2. Opus: Internet2Go <ul><li>Research & advisory service </li></ul><ul><li>Tracking evolution of “mobile Internet” </li></ul><ul><li>Ecosystem segments: </li></ul><ul><ul><li>Devices, ad networks, carriers, content producers, infrastructure, sales channels, advertisers </li></ul></ul><ul><li>Proprietary research </li></ul><ul><li>Geographies: US and EU, China </li></ul>
    3. 3. Mobile Brings Local into Focus <ul><li>People had a hard time “getting” the Internet’s relationship with offline transactions -- local </li></ul><ul><li>More recent: better understanding of local </li></ul><ul><li>Mobile instrumental in helping people see the value of local more clearly </li></ul><ul><li>Mobile a “bridge” between digital/PC world and physical world </li></ul>
    4. 4. 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
    5. 5. 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
    6. 6. Content: Smartphone Users Source: Universal McCann/AOL Study: “Smart Phone, Smart Marketing” June, 2009 <ul><li>TMPDM-comScore : 32% have conducted a local search via mobile Internet or app </li></ul><ul><li>60% for smartphone users </li></ul><ul><li>August, 2009 </li></ul>
    7. 7. <ul><li>*Local content defined as searching for information on maps, movies, business directories or restaurants. </li></ul><ul><li>Source: comScore Mobile Metrics (US Mobile Subscribers Age 13+) </li></ul>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%
    8. 8. Big Online Local Brands  Mobile
    9. 9. Mobile (Web) Search Web search on mobile generally resembles PC-based search; market share hierarchy is directionally the same as on PC.
    10. 10. Locally Oriented Apps Source: Skyhook Wireless, Oct. 2009
    11. 11. The Categories <ul><li>Local search </li></ul><ul><li>Maps </li></ul><ul><li>Navigation </li></ul><ul><li>Verticals </li></ul><ul><li>Social networking </li></ul><ul><li>Augmented reality </li></ul><ul><li>Product search </li></ul><ul><li>P2P Q&A </li></ul>
    12. 12. ‘ Local Search’ Mostly the Same Most YP apps offer the same experience as PC, although it’s starting to evolve
    13. 13. Experimentation Happening <ul><li>Dex using the “slot machine” </li></ul><ul><li>YPMobile includes events (from Zvents), verticals </li></ul><ul><li>Augmented reality from Yelp and Superpages </li></ul>
    14. 14. Search  Browse, What’s Nearby?
    15. 15. Ask a Human This is “real time” WOM or “social search”
    16. 16. Fickle Users Apps downloaded but often abandoned quickly
    17. 17. Monetization: Many Scenarios <ul><li>App generated $1 million in sales since launch -- roughly 3 mos. ago </li></ul>In app advertising Display on mobile Web Traditional SEM
    18. 18. Trends in Local-Mobile <ul><li>Mobile Web more app-like (location in browser) </li></ul><ul><li>Future apps/approaches more “native” to phone (voice, contacts, camera) -- AR </li></ul><ul><li>Verticals/point solutions </li></ul><ul><li>Social media/WOM </li></ul><ul><li>Out in the real world (SMS, QR, barcodes) </li></ul>
    20. 20. TOP 5 MYTHS ABOUT MOBILE LOCAL <ul><li>My Mobile solution needs some new and “crazy” feature </li></ul><ul><ul><li>I want to drive buzz and adoption (downloads), so come up with something cool </li></ul></ul><ul><li>Location !!! – I want to push alerts to people based on location </li></ul><ul><ul><li>I want to send alerts to anyone within 5 blocks of a store about a current sale </li></ul></ul><ul><li>Build me an iPhone app! </li></ul><ul><ul><li>The market and my user base is expecting me to have one </li></ul></ul><ul><li>Before we launch, I need all of these other features included </li></ul><ul><ul><li>I get one shot with users, so I need to make sure its feature complete </li></ul></ul><ul><li>I know my data is not great, but….. </li></ul>MobilePeople © 2009 THINGS THAT ARE NOT NECESSARILY TRUE ON THE SURFACE
    21. 21. PRESCRIPTIONS FOR SUCCESS <ul><li>Focus on function over form! </li></ul><ul><ul><li>If your app is a utility app, it has to work correctly – period! </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><li>Location IS a key factor in Mobile Local, but be practical </li></ul><ul><ul><li>Users do want to find things “near” them, but let them initiate the search </li></ul></ul><ul><ul><li>LBS could be considered a technology solution looking for a problem. </li></ul></ul><ul><ul><ul><li>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) </li></ul></ul></ul><ul><ul><li>Privacy concerns are going to dictate that LBS be permission-based </li></ul></ul><ul><li>Why do you need an iPhone app? </li></ul><ul><ul><li>You may in fact need one and should build one, but first make sure you know why </li></ul></ul><ul><ul><li>Identify and understand the needs of your target audience. </li></ul></ul><ul><ul><li>Determine what your solution needs to do (features, footprint, device needs) </li></ul></ul><ul><ul><li>Understand the advantages and disadvantages of various mobile solutions (apps vs. HTML5 vs. WAP vs. SMS etc.) </li></ul></ul>MobilePeople © 2009 WAYS TO COMBAT THE MOBILE LOCAL “MYTH” GREMLINS
    22. 22. PRESCRIPTIONS FOR SUCCESS (cont) <ul><li>Ship the product and learn! </li></ul><ul><ul><li>Loading an app with features is not necessarily a bad idea, unless… </li></ul></ul><ul><ul><li>You take too long to get it to market or you complicate the user experience </li></ul></ul><ul><ul><li>Our advice is to focus on the core features, get them right, and ship it! </li></ul></ul><ul><ul><li>Learn from the market (or as others would say “fail fast”) </li></ul></ul><ul><ul><li>You can always add those other features in a later release (if you ever decide to) </li></ul></ul><ul><li>Get your data right – it all goes back to function over form! </li></ul><ul><ul><li>If your solution is to provide relevant content (either search results, business listings, or other local media) – please make sure its relevant. </li></ul></ul><ul><ul><li>Users won’t have much patience for incorrect, out-dated, or stale data </li></ul></ul><ul><ul><li>Mobile users tend to be “here and now”, meaning that they are looking for information that is current, accurate, and relevant. </li></ul></ul>MobilePeople © 2009 WAYS TO COMBAT THE MOBILE LOCAL “MYTH” GREMLINS
    23. 23. NEXT BIG THINGS IN MOBILE LOCAL <ul><li>Discovery </li></ul><ul><ul><li>An evolution of search, utilizing the mobile devices knowledge of “where”, “why”, and “when” to help a user determine the most relevant “what” </li></ul></ul><ul><ul><li>“What is around me that can meet my need?” </li></ul></ul><ul><ul><li>Discovery is about find – you always find what you are looking for in the “last place you search” </li></ul></ul><ul><ul><li>Call this “skipping to the end of the story” </li></ul></ul><ul><ul><li>DISCOVERY WILL REQUIRE ACCURATE AND FRESH DATA </li></ul></ul><ul><li>Mobile eCommerce </li></ul><ul><ul><li>Along with Discovery, this will be another big trend in mobile local: doing transactions from the device </li></ul></ul><ul><ul><li>Replacing credit cards, loyalty cards, purchase and “pickup” </li></ul></ul><ul><ul><li>Reserve and use </li></ul></ul>
    25. 25. Q&A <ul><li>Greg Sterling </li></ul><ul><li>Senior Analyst & Program Director - Internet2Go </li></ul><ul><li>[email_address] </li></ul><ul><li>Nahid Giga </li></ul><ul><li>VP, Business Development - MobilePeople Inc </li></ul><ul><li>[email_address] </li></ul><ul><li>Jeff Porter </li></ul><ul><li>VP / GM - MobilePeople Inc. </li></ul><ul><li>[email_address] </li></ul>To receive a copy of this slide presentation: [email_address]