Perfect storm of opportunity in mobile todayPresentation Transcript
A Perfect Stormof OpportunityBill GrossCEO & Founder of Idealab / UberMedia
A Perfect Stormof Opportunity
There truly never hasbeen a better time tobe in the technologybusiness…
Theopportunity inmobile andlocal is juststaggering…
Because the devicewe hold in our handsis like a “remotecontrol to our lives…”
We use this devicefor directions, andfor advice…
To figure outwhere to eat,where to play,where to shop,who to meet…
And I feel we’reentering atransformative period.That almost alwayshappens about adecade into a newtechnology’s massadoption.
For the first decade after theinvention of the moviecamera, it was placed in theback of a theater and filmeda play. Once they figured outthey could “move” thecamera, a revolution instorytelling occurred.
Today we have thesesuper-computerson our bodies allday long…
And right now weare witnessingmobile’s “movingof the camera”moment!
Top 20 Countries in the World By Number of Cell Phones And this Mobile Revolution is Democratic Notice that these are mostly NOT the GDP leaders!12
Just last year, Mobile Internet Traffic in India surpassed Desktop traffic!* *Other countries will follow this trend
Global Mobile App + Advertising Revenue, 2008 vs. 2012E
My context forthe future ofmobilemonetization…
In the last 17 years since starting Idealab, I’ve started more than 100companies. Not all focused on monetization, but a few key ones have… 16
These 10 companies that we started each hadan intense focus on local or mobile monetization 17
It’s All About Me!It’s all about extremepersonalization, what isrelevant to ME, right whereI am now, and what I amdoing right this minute.Here are some examples:
Dynamic Advertising:Combination of intent,proximity, timing, andcustomization is toopowerful to resist.Mobile coupons perform10x over paper.
Driving 5 miles to astore takes 2.5 MILLIONtimes as much energyas walking 50 meters toa store!“Nudging” people costsorders of magnitudesless than relocatingpeople. Proximity = Probability
Conquesting:Winning customerswhen they’ve alreadyshifted themselves toa particular mindsetis one of the biggestmobile opportunities.
Ruth’s Christargets customerswithin 100 feetof competitorestablishmentsduring dinner hourswith a special offer.
Domino’s:You’ve just sharedthat you’re cravingPizza — we canshow you an offershowing real-timedistance & compass
Real-time creativemeans dynamic,interactive ad unitscan be generatedon-demand.Everything about theway the messagingis done needs to beshaken up.
Today is onlyTwitter’s 7th Birthday.But we send nearlyhalf a BILLIONTweets per dayPublic social mediacan powerfullypredict intent.
@Jane - I’m thirsty…
Movement TargetingStationary Walking >2x
It’s pouring!RegularTargetingWeather >3xTargeting
Can youbelieve Carriedid that onHomeland?Context-sensitivealerts performmore than 10xbetter.
Predicting Intent:Giving 5 billion mobileusers what they “wouldhave typed” is probablythe biggest technologyopportunity in history.
Please continue theconversation with me: Bill@Idealab.com @Bill_Gross
Texters images appearcourtesy of the artistJoseph Holmes and JenBekman Gallerywww.jenbekman.comwww.streetnine.comPresentation by Tom Hughes