Your world has changed

Jon M Bishop Your world has changed

Lets go visit the future of mobile, today.

Africa! That’s right, I said Africa

There are around 6 million internet users in South Africa. Only 750k are on fixed line broadband SA’s mobile generation

South Africa also created the most engaged social network in the world. And its all on mobile. Messages per month Hours per month MXit

Oh, and MXit was launched in 2003!

Imagine going out on the town and using your mobile to pay for: Gig tickets Food A taxi

You can do this right now in Kenya! With M-Pesa Safaricom is now the biggest bank in East Africa!

Under invested wired networks Hugely expensive broadband Rural population Large informal sector Low bank account penetration High mobile penetration Mobile innovation is a necessity in Africa http://www.textually.org/textually/archives/2010/12/027532.htm

not only is Africa transforming mobile. Mobile is transforming Africa. Mobile is the most accessible technology platform “ In a typical sub-Saharan African country, a 10 percent increase in mobile penetration results to a corresponding 0.8 percent GDP growth” - Woon Peng, Nokia Head of Services in Middle East and Africa

Misconception bingo!

Blackberry vs iPhone Who’s got younger users?

Blackberry of course!

iOS is the top selling mobile platform

Nope, it’s Android by a long way http://www.engadget.com/2011/09/26/android-powered-56-percent-of-smartphones-sold-in-the-last-3-mon

But to be fair: The iPad is currently unrivalled amongst tablets

iOS and Android are the major players

Well, yes but keep an eye on: Amazon Samsung HTC Windows Phone

Mobile networks are profit generating machines

Apparently not on the current models http://www.tellabs.com/news/2011/index.cfm/nr/142.cfm USA Q1 14 Q2 14 Asia Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 EU Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Predicted end of profit on current business models

Mobile ads don’t work

Not according to Google http://www.tellabs.com/news/2011/index.cfm/nr/142.cfm
$3.3bn in ad spend this year
$1bn to Google alone!
56% execs click on mobile ads
Can deliver better value than web ads

My Friend Shane A case study of how mobile has changed youth interaction

None of his friends have iPhones. Almost all have Blackberries. Some Androids as 2 nd phones. If you don’t have BBM, you’re out of the loop. The only person who ever calls him is his mother. He only ever makes a call if he is in trouble.

How online and mobiles have changed communities

Today communities gather together around common interest, not geography The speed and level of interaction is fuelled by mobile, on the go access

London riots were interest based, not geography Saturday

London riots were interest based, not geography Saturday Sunday 7pm

London riots were interest based, not geography Saturday Sunday Sunday 9pm Sunday 7pm Monday 2am

How mobile has changed photography

The social web has made the picture the beginning of the journey, not the end. Mobile again has accelerated this Take picture SD card computer Digital Share interact Take picture Share Interact Mobile Take snap Develop Shoe box Film 150mn images shared on Instagram in 1 year

You also now know a lot more about the photograph Who took it Where it was taken What camera What camera settings Who’s in it The time and date

Mobiles have changed how you interact with the world via multiple data points

Jogging in the 80s vs Jogging in 2011

Jogging 1980s

Jogging Steps Ave.Speed Route Effort Top speed Distance Time 1980s 2011

Mobile is now

Mobile Growth and size
670mm 3G subscriber in 2010 (+37% Y/Y)
http://assets.en.oreilly.com/1/event/39/Internet%20Trends%20Presentation.pdf

Mobile vs computer
More mobile devices connected to Wi-Fi than computer
Smartphones to outsell computers in 2012
More mobile internet users than wired by 2015

Mobile payments
10 million brits are paying on their mobile
PayPal is processing $10 million per day, $3bn per year on mobile this year
Customers spent $1bn at Amazon on their mobiles in the past year
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#m-payments

QR codes Creative

14 million Americans, just like Suzie, scanned a barcode in July 2011
Where are they scanning? http://www.comscore.com/Press_Events/Press_Releases/2011/8/14_Million_Americans_Scanned_QR_or_Bar_Codes_on_their_Mobile_Phones_in_June_2011

How mobile is changing B2C marketing

This is Brian. Brian has a smartphone. 89% of Brians use their smartphones all day

Brians are multi-taskers In a hurry

In a hurry Brians are in a hurry

In a hurry Brians are ready to take action 77% Called or visited 44% Purchased in-store or online After searching local business info on their phone: https://docs.google.com/gview?url=http://www.gstatic.com/ads/research/en/2011_TheMobileMovement.pdf

What does this mean for businesses?
Always on Always accessible
Multi tasking Mobile CTAs on your ads
In a hurry Sort out your mobile flow!
Ready to take action Make it easy for them

Think about your mobile flow Search Barcode Email Banner Search result Mobile page Search ad Call Click Download Map / directions

76% of business sites are not mobile optimised This makes Brian sad

How mobile is changing B2B marketing

This is Jo. He’s very executive

Jo has up to 4 mobile devices

56% of Jo’s use mobiles as their primary communication tool

80% of Jo’s prefer accessing work emails on their phone, on the go

Jo’s are action takers
53% download & run branded B2B apps
56% click mobile ads
65% make business purchase on mobile web
79% willing to leave their contact information on a mobile website
7 mobile searches per day

200mn people watch mobile Youtube videos daily 83% Jo’s watching more video 75% watching work videos

Actions from video

B2B execution example
https://www.nomoreabandonedcarts.com/
1.2 million hits 4.6 million Youtube channel views

Jo wants to hear from you. On any one of his 4 devices

How the world of mobile is changing

NFC Phones can now communicate with other devices with a simple tap Data sharing Payments Device pairing Advertising

HTML 5 – the great disruptor
App quality interaction in your browser
No additional plug-ins like Flash / Silverlight
More freedom and independence for publishers / developers
Supposed to be 30% faster than flash
Improved profitability for publishers
Easier compatibility / quicker releases
http://www.gamepro.com/article/news/223371/zyngas-profits-down-by-95/

The Cloud
It will completely change your view on ownership of your media etc
Storage becomes less important, connectivity becomes more important
Ordinary items can connect using the same technology

The arrival of the Amazon tab The first real competitor to the iPad ecosystem has finally arrived

Why this is bad news for the iPad Large user base Developers Large user base Developers Media Owners Large user base Developers Content source Content market Seamless transfer Adequate device Lots of consumption Media Owners Media Owners

Why this is bad news for the iPad Large user base Developers Large user base Developers Media Owners Large user base Developers Content source Content market Seamless transfer Adequate device Lots of consumption Media Owners Media Owners $499

Why this is bad news for the iPad Large user base Developers Large user base Developers Media Owners Large user base Developers Content source Content market Seamless transfer Adequate device Lots of consumption Media Owners Media Owners $199 $499

Thank you Jon M Bishop @jonin60seconds [email_address]

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Your world has changed

by Jon M Bishop on Sep 30, 2011

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Your world has changed — Presentation Transcript