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Future Local Webinar Nov12
 

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 Future Local Webinar Nov12 Presentation Transcript

  • “ 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
  • MOBILE PEOPLE © 2009 TOLDBODGADE 12, 1253 COPENHAGEN K, DENMARK LONDON - COPENHAGEN - DENVER - MELBOURNE
  • 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]