Why a mobile future might actually work

Why a mobile future might actually work - Presentation Transcript

Why a mobile future might actually work! Medianet Vlaanderen October 15, 2009

To get this started... • Who is using? • Who has? • Twitter • a Blackberry • Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs) • LinkedIn, Plaxo • an Android • Email • a Nokia, Samsung, Sony Ericsson, ... • Google Wave • LBS • Augmented Reality

About Dear Media

About Dear Media Digital Strategy & Innovation for:

About me... • Jo Caudron, °1968, married to Florence, father of Marilou • Founding Partner of Dear Media • Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...) • http://jocaudron.me (for the personal stuff) • http://www.linkedin.com/in/jocaudron (for the boring stuff) • www.twitter.com/jcaudron (to get in my stream) • http://www.facebook.com/jocaudron (we might even become friends ;-) picture: (c) Pieter Baert

Mobile, the future? We have seen this all before...

Remember? • It must have been 1997 • First WAP phones in Belgium • Why it failed • WAP was a Protocol. Can you sell someone a Protocol??? • Bad UX • Network, what network? • Something engineers would love • It was better in the movie ;-) • Closed, walled-garden, very 1.0

Remember? • It must have been 1999? • Huge success in Japan • I-Mode comes to Europe • Why it failed • This is NOT Japan (culture) • Still no network • Better, but still lousy UX • The local operators f*cked up the business model (revenue split) • No added value, scarce content, walled gardens, closed, ...

Remember? • This was my ﬁrst Palm • It actually did the job (more or less) • But • not connected • no internet • no apps • no fun • Remember your ﬁrst iPAQ? • it wanted to be a mobile PC • not connected (in the beginning) • you still had to be an engineer to use it or to love it

2009

Worldwide: 6.7bio people 1.7bio are on the internet that’s like 25% For Belgium: 10.4mio people 7mio are on the internet that’s 67,3%

Social is Huge September 2009: 300.000.000 people on Facebook...

Social is Huge 100.000 people on Twitter

Mobile is the Biggest! nes. obil e pho ld over ion m n were so 1 bill billio 4. Alm ost 1 r alone! he la st yea t

Who’s controlling the show today?

Change is not driven by... The are laggers! (Sorry)

Change is driven by... The are the Leaders!

Mobile is Finally Here • For 10 years, mobile internet really sucked • One disruptive player (Apple) changed the game entirely with a new mobile paradigm (iPhone) challenging all other mobile hardware/software providers • to create more than just a phone • to raise the level of consumer experience • to create a new eco-system where lot’s off money can be made (content - tools - services) • Soon, 100% of the market will be “iPhonized”

r ’09 Sept embe ore! n in e st 2 billio apps in th +8 5.000

And there’s another one... Google must have been thinking: “we can innovate too...”

It’s a new eco-system, it’s a relevant experience

Mobile + Social •Mobile is feeding Social •Social is pushing Mobile

Mobile + Social In September 2009, 65 million people accessed Facebook via mobile (compared to 30 million July)

Mobile + Social •Why? Both mobile and social media are about •reaching niche audiences •getting them actively engaged •getting personal with the consumer, which makes both social media and mobile impressions more valuable •consumers that are fully engaged. You don’t need to get their attention, you have it.

Mobile + social + real-world = future iPhone app -> LBS wine store Internet of Things: scanning/ tagging product More info, rating, social reviews Tag to my digital assets (I’ll buy later or elsewhere or online)

Mobile + social + e-commerce = future iPhone app -> LBS wine store Internet of Things: scanning/ tagging product More info, rating, social reviews Tag to my digital assets (I’ll buy later or elsewhere or online)

Augmented Reality •Do you know what this is? •No? •You are probably using it already ...

Augmented Reality Everyone has been using this for years

Augmented Reality Some might already take it a next step...

Augmented Reality - The Future

This time, there is a business model (actually there are several)

r ’09 Sept embe ore! n in e st 2 billio apps in th +8 5.000

Let’s do some math 2 billion apps * 1 USD per app (average?) = that’s like 2.000.000.000 USD /85.000 apps = 25.000 USD per app (even if you count the lousy ones) = 70% for owner = 30% for Apple r ’09 Sept embe ore! n in e st 2 billio apps in th +8 5.000

Apple is becoming your store, your wallet, your credit card, even your bank... Hello Proximus, Fortis, BCC, Mobistar, KBC, ... ? Anyone home? r ’09 Sept embe ore! n in e st 2 billio apps in th +8 5.000

Do you accept...?

Do you accept...? Facebook is (just like the Chinese and Netlog actually) introducing virtual money, Facebook credits. This will allow you to pay for virtual AND real goods. Online and ofﬂine via mobile. Imagine.

Advertising, but not as we know it Kelsey Group, October 2009 The money is in (local) search!

So what’s different this time?

What’s different? • We have unbelievable user experiences (for the ﬁrst time, the slides/demo’s look worse than reality) • The Innovators are thinking out of the mobile box • It’s the perfect combination of control and openness • Apple controls the device, the shop, the content, but they have an open SDK resulting in 85K apps • Layar is a closed AR app but uses data from Google, Wikipedia, FlickR, ... • We have the networks (and they are starting to become affordable) • Don’t underestimate the power of social as a driver

And it’s just the beginning

Why a mobile future might actually work! Medianet Vlaanderen October 15, 2009