I am going to take you to a place where you can see our mobile future right now. I am going take to Africa!
Mobile overtaking wired is only predicted to happen in USA in 2015 South Africa is raising a mobile only generation
43 million users in 120 countries
When were Facebook and Twitter launched?
Not a smart phone, just a standard mobile
Safe. No need to travel with cash Pay direct for: Train tickets, grocery shopping, taxis, event tickets etc. Transfer money to rural relatives Works without bank accounts 50% Kenyan adults use M-PESA
20% of Kenyans have a bank account 60% have a phone Now Drs are paying for patient transport with M-PESA so they can get to the hospital for treatment
This is an amazing stat and one of the reasons I am a believer in the mobile revolution
That ave of 24 means there are a lot of teenagers using Blackberries
Why these? They’re all building their own ecosystems, including OS, devices and apps
Costs per GB go down but usage/demand goes up dramatically and competition keeps pricing low. Simply relying on ‘dumb pipes’ model not good enough anymore
Shane has no aspirations to get an iPhone. He could get by without calls and text. Just using BBM Cheaper to us BBM
If people had to go home and check the messages on their computer before they mobilised, this would never have spread so far so quickly BBM, Twitter and Facebook played a part but there are many other private networks to be aware of. Wattsapp, Mxit, MSN live messenger
If people had to go home and check the messages on their computer before they mobilised, this would never have spread so far so quickly BBM, Twitter and Facebook played a part but there are many other private networks to be aware of. Wattsapp, Mxit, MSN live messenger
If people had to go home and check the messages on their computer before they mobilised, this would never have spread so far so quickly BBM, Twitter and Facebook played a part but there are many other private networks to be aware of. Wattsapp, Mxit, MSN live messenger
For me
Much like in the jogging analogy to follow
One of the most interesting ways your world has changed is how your phone has turned you into a multiple data source tracker. What do I mean? Lets take the example of jogging.
And if he got lost, he’d have to find a payphone to call my mom to come fetch him. I can run off into the forest and GPS my way back
And if he got lost, he’d have to find a payphone to call my mom to come fetch him. I can run off into the forest and GPS my way back
For me the best way of measuring the status of mobile is comparing it to the current standard: Desktop Lets have a look at some stats that may convince you that the mobile era is here
There are 30mn internet UK users
Barcodes help consumers take instant action on something they see. QR codes are helping merge the online and offline world
For me the best way of measuring the effectiveness of mobile is comparing it to the current standard: Desktop Lets have a look at some stats that may convince you that the mobile era is here
Clearly a consumer by looking at the slick Ray Bans and fancy red wine, and Ted Baker shirt
Are you losing at least 10% in sales?
I would never consider myself a futurologist. In fact, futurologists in tech are ridiculous because how can you predict such a fast moving industry? But here are some things that are already happening, but still trying to emerge mainstream
Whats important is that now your phone can communicate with other devices with a simple tap. Easier than WiFi, Infrared, Bluetooth etc
HTML 5 could be a great disruptor. Because it means bypassing app stores and directories. It also then means developers & publishers can bypass the hefty cuts the networks take from each sale, usually around 30%. Game developers are particularly interested in this as it creates a lot of freedom and potential extra profit. Also freedom to choose payment processor
Can be used with other devices like parking meters, fridges, TVs etc
The device will not be an iPad beater. In fact, it seems to have been disappointingly rushed out for Christmas The Amazon ecosystem is the real threat here Easy media delivery is what native Android lacks It’s good news for consumers
You’re getting an equivalent experience and ecosystem for half the price from a massively strong brand Pretty soon I’ll need to add cloud services to this flow but it’s not yet mainstream in the UK The two biggest risks to these ecosystems are media ownership (eg Netflix and Starz) and transfer (dumb pipes)
You’re getting an equivalent experience and ecosystem for half the price from a massively strong brand Pretty soon I’ll need to add cloud services to this flow but it’s not yet mainstream in the UK The two biggest risks to these ecosystems are media ownership (eg Netflix and Starz) and transfer (dumb pipes)
You’re getting an equivalent experience and ecosystem for half the price from a massively strong brand Pretty soon I’ll need to add cloud services to this flow but it’s not yet mainstream in the UK The two biggest risks to these ecosystems are media ownership (eg Netflix and Starz) and transfer (dumb pipes)
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
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
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]
Sue Llewellyn
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