Your world has changed

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How mobile technology has already changed your world

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  • 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)
  • Your world has changed

    1. 1. Jon M Bishop Your world has changed
    2. 2. Lets go visit the future of mobile, today.
    3. 3. Africa! That’s right, I said Africa
    4. 4. There are around 6 million internet users in South Africa. Only 750k are on fixed line broadband SA’s mobile generation
    5. 5. South Africa also created the most engaged social network in the world. And its all on mobile. Messages per month Hours per month MXit
    6. 6. Oh, and MXit was launched in 2003!
    7. 7. Imagine going out on the town and using your mobile to pay for: Gig tickets Food A taxi
    8. 8. You can do this right now in Kenya! With M-Pesa Safaricom is now the biggest bank in East Africa!
    9. 9. 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
    10. 10. 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
    11. 11. Misconception bingo!
    12. 12. Blackberry vs iPhone Who’s got younger users?
    13. 13. Blackberry of course!
    14. 14. iOS is the top selling mobile platform
    15. 15. 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
    16. 16. But to be fair: The iPad is currently unrivalled amongst tablets
    17. 17. iOS and Android are the major players
    18. 18. Well, yes but keep an eye on: Amazon Samsung HTC Windows Phone
    19. 19. Mobile networks are profit generating machines
    20. 20. 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
    21. 21. Mobile ads don’t work
    22. 22. Not according to Google http://www.tellabs.com/news/2011/index.cfm/nr/142.cfm <ul><li>$3.3bn in ad spend this year </li></ul><ul><li>$1bn to Google alone! </li></ul><ul><li>56% execs click on mobile ads </li></ul><ul><li>Can deliver better value than web ads </li></ul>
    23. 23. My Friend Shane A case study of how mobile has changed youth interaction
    24. 24. 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.
    25. 25. How online and mobiles have changed communities
    26. 26. Today communities gather together around common interest, not geography The speed and level of interaction is fuelled by mobile, on the go access
    27. 27. London riots were interest based, not geography Saturday
    28. 28. London riots were interest based, not geography Saturday Sunday 7pm
    29. 29. London riots were interest based, not geography Saturday Sunday Sunday 9pm Sunday 7pm Monday 2am
    30. 30. How mobile has changed photography
    31. 31. 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
    32. 32. 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
    33. 33. Mobiles have changed how you interact with the world via multiple data points
    34. 34. Jogging in the 80s vs Jogging in 2011
    35. 35. Jogging 1980s
    36. 36. Jogging Steps Ave.Speed Route Effort Top speed Distance Time 1980s 2011
    37. 37. Mobile is now
    38. 38. Mobile Growth and size <ul><li>670mm 3G subscriber in 2010 (+37% Y/Y) </li></ul>http://assets.en.oreilly.com/1/event/39/Internet%20Trends%20Presentation.pdf
    39. 39. Mobile vs computer <ul><li>More mobile devices connected to Wi-Fi than computer </li></ul><ul><li>Smartphones to outsell computers in 2012 </li></ul><ul><li>More mobile internet users than wired by 2015 </li></ul>
    40. 40. Mobile payments <ul><li>10 million brits are paying on their mobile </li></ul><ul><li>PayPal is processing $10 million per day, $3bn per year on mobile this year </li></ul><ul><li>Customers spent $1bn at Amazon on their mobiles in the past year </li></ul>http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#m-payments
    41. 41. QR codes Creative
    42. 42. <ul><li>14 million Americans, just like Suzie, scanned a barcode in July 2011 </li></ul>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
    43. 43. How mobile is changing B2C marketing
    44. 44. This is Brian. Brian has a smartphone. 89% of Brians use their smartphones all day
    45. 45. Brians are multi-taskers In a hurry
    46. 46. In a hurry Brians are in a hurry
    47. 47. 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
    48. 48. What does this mean for businesses? <ul><li>Always on Always accessible </li></ul><ul><li>Multi tasking Mobile CTAs on your ads </li></ul><ul><li>In a hurry Sort out your mobile flow! </li></ul><ul><li>Ready to take action Make it easy for them </li></ul>
    49. 49. Think about your mobile flow Search Barcode Email Banner Search result Mobile page Search ad Call Click Download Map / directions
    50. 50. 76% of business sites are not mobile optimised This makes Brian sad
    51. 51. How mobile is changing B2B marketing
    52. 52. This is Jo. He’s very executive
    53. 53. Jo has up to 4 mobile devices
    54. 54. 56% of Jo’s use mobiles as their primary communication tool
    55. 55. 80% of Jo’s prefer accessing work emails on their phone, on the go
    56. 56. Jo’s are action takers <ul><li>53% download & run branded B2B apps </li></ul><ul><li>56% click mobile ads </li></ul><ul><li>65% make business purchase on mobile web </li></ul><ul><li>79% willing to leave their contact information on a mobile website </li></ul><ul><li>7 mobile searches per day </li></ul>
    57. 57. 200mn people watch mobile Youtube videos daily 83% Jo’s watching more video 75% watching work videos
    58. 58. <ul><li>Actions from video </li></ul>
    59. 59. B2B execution example <ul><li>https://www.nomoreabandonedcarts.com/ </li></ul>1.2 million hits 4.6 million Youtube channel views
    60. 60. Jo wants to hear from you. On any one of his 4 devices
    61. 61. How the world of mobile is changing
    62. 62. NFC Phones can now communicate with other devices with a simple tap Data sharing Payments Device pairing Advertising
    63. 63. HTML 5 – the great disruptor <ul><li>App quality interaction in your browser </li></ul><ul><li>No additional plug-ins like Flash / Silverlight </li></ul><ul><li>More freedom and independence for publishers / developers </li></ul><ul><li>Supposed to be 30% faster than flash </li></ul><ul><li>Improved profitability for publishers </li></ul><ul><li>Easier compatibility / quicker releases </li></ul>http://www.gamepro.com/article/news/223371/zyngas-profits-down-by-95/
    64. 64. The Cloud <ul><li>It will completely change your view on ownership of your media etc </li></ul><ul><li>Storage becomes less important, connectivity becomes more important </li></ul><ul><li>Ordinary items can connect using the same technology </li></ul>
    65. 65. The arrival of the Amazon tab The first real competitor to the iPad ecosystem has finally arrived
    66. 66. 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
    67. 67. 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
    68. 68. 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
    69. 69. Thank you Jon M Bishop @jonin60seconds [email_address]

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