SSLA Mobile 101 Lunch + Learn
MOBILE 101
1
HISTORY
2
3
4
"A REVOLUTIONARY
AND MAGICAL
PRODUCT THAT IS
FIVE YEARS AHEAD OF
ANY OTHER MOBILE
PHONE"
5
"A REVOLUTIONARY
AND MAGICAL
PRODUCT THAT IS
FIVE YEARS AHEAD OF
ANY OTHER MOBILE
PHONE"
2007
6
THIS YEAR,
THE SMARTPHONE TURNED
7
THIS YEAR,
THE SMARTPHONE TURNED
21!!!
THE IBM SIMON HAD 1MB
OF RAM AND ONE HOUR OF
TALK TIME
Dr. Martin Cooper of Motorola,
made the first US analogue
mobile ph...
9
MOBILE GROWTH
HOW MANY OF US CARRYA
SMARTPHONE?
Text
HOW MANY OF US CARRYA
SMARTPHONE?
HOW MANY OF US CARRYA
SMARTPHONE?
http://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes/
HOW MANY OF US CARRYA
SMARTPHONE?
http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies
What’s next?
What’s now
2013
IN 1995, 13% OF THE TOTAL
POPULATION USED CELL PHONES
What’s next?
What’s now
2013
IN 1995, 13% OF THE TOTAL
POPULATION USED CELL PHONES
TODAY THERE IS 91% PENETRATION OF
MOBIL...
OF THE 91% OF MOBILE OWNERS, THE MAJORITY (57%) OWN SMARTPHONES
16http://www.businessinsider.com/us-smartphone-penetration
MOBILE ISN’T NECESSARILY
‘ONTHE GO’
17http://www.news.com.au/technology/smartphones/more-iphones-are-sold-a-day-than-babie...
18
GROWTH TENDS TO SLOW AFTER ADOPTION HITS 50 PERCENT BECAUSE REMAINING MARKET
SEGMENTS TEND TO BE OLDER, LESS WEALTHY, O...
2012 2013 2014
BY 2014 THE MOBILE WEB WILL OVERTAKE PCS
http://www.smartinsights.com/mobile-marketing/mobile-marketing-ana...
20
MOBILETECHNOLOGY
21
SMARTPHONES AND FEATUREPHONES
HARDWAREAND SOFTWARE
23
24
MOBILE OPERATING SYSTEMS:
THE SMACKDOWN
MOBILE OPERATING SYSTEMS:
THE SMACKDOWN
25http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Reports_June_201...
HANG ON,HOW ISTHAT POSSIBLE?
IOS:
DEVELOPED BY APPLE
IN ITS FIFTH MAJOR
VERSION
RUNS ON IPHONES, IPAD
TABLETS,AND IPOD TOUCH
MUSIC DEVICES.
ANDROID:
DEVELOPED BY GOOGLE
IN ITS FOURTH MAJOR
VERSION
ANDROID CAN BE FOUND IN
DEVICES MADE BY A VARIETY
OF MANUFACTURER...
BLACKBERRY OS:
DEVELOPED BY RESEARCH IN MOTION
IN ITS SIXTH MAJOR VERSION
RUNS ON THE DEVICES FAVORED BY
MANY CORPORATE IT...
WINDOWS PHONE:
A PROPRIETARY MOBILE OS
DEVELOPED BY MICROSOFT
INTRODUCED A NEW DESIGN
LANGUAGE, PREVIOUSLY CALLED
METRO UI...
TRUTH #1
humans want
to be entertained
FRAGMENTATION
32
REMEMBER HARDWAREAND SOFTWARE?
33
34
APPSVS MOBILEWEB
35
APPLICATIONS
THIRD-PARTY PROGRAMS WRITTEN IN
THE NATIVE HANDSET LANGUAGE THAT
EXTEND THE FEATURES OF THE OS
36
MOBILE WEB
FULL WEB BROWSER CAPABILITY WITH
TOUCH-SCREEN OPTIMIZED BROWSING
TECHNOLOGY.
http://www.labrow.com/blogs/201...
37
APPS STILL DOMINATE
MOBILETECHNOLOGY + MARKETING
38
Consumer
Magazines
Gaming Magazines
On-package
Packaging Inlays
Billboards
Viral / stunts
Gaming Channel
Ad Spots
Sponsore...
Consumer
Magazines
Gaming Magazines
On-package
Packaging Inlays
Billboards
Viral / stunts
Gaming Channel
Ad Spots
Sponsore...
IVR
 SMS / MMS
 QR CODES
 M-SITE
Interactive
voice
response,
triggered by
calling an 800
number (or
Star Star
program)
Tex...
41
Relevance
conversation
feeling
physical
network
activity
information
Just-in-Time
day-parting
on-the-fly
intermission
do...
42
43
44
REAL-TIME
98% OF ALL SMS & MMS MESSAGES ARE
OPENED
95% OF THEM WITHIN 3 MINUTES OF
RECEIPT
THE AVERAGE SMARTPHONE USER ...
45
ANYTIME
46
LOCATION-AWARE
47
PERSONAL
OUR MOBILE DEVICES KNOW MORE ABOUT US THAN
ALMOST ANY OTHER DEVICE
Preferences Transaction
History
Social
Grap...
48
USEFUL
49
SOCIAL
ABOUT 75% OF FACEBOOK’S ACTIVE USERS
ACCESS THE SOCIAL NETWORK ON THEIR
PHONES
https://www.globalwebindex.net/St...
50
UBIQUITOUS
MOBILETECHNOLOGY
TRENDS
51
52
53
54
55
THIS ISTHEWEBTOMORROW
56
THE INTERNET OF EVERYTHING
‘PHABLETS’
58
IVR
 SMS / MMS
 QR CODES
 M-SITE
Interactive
voice
response,
triggered by
calling an 800
number (or
Star Star
program)
Tex...
NEW CHIPS = MORE POWER
60
SO WHAT?why does all of this matter?
61
THE CHALLENGE: FRAGMENTATION
62
63
THE OPPORTUNITY: GREAT CONTENT, OPTIMIZED
64
THE CHALLENGE: CONTEXT
new
context...old context...
65
MOBILE HASTHE UNIQUEABILITYTO MARKETTO CIRCUMSTANCE
THE OPPORTUNITY: CIRCUMSTANCE
66
THE CHALLENGE:THE EVOLVING ECOSYSTEM
67
a aa
68
THE OPPORTUNITY:
DESIGN FOR CONNECTED EXPERIENCES
69
THE CHALLENGE:THE PRESENT IS CATCHING UPWITHTHE FUTURE
70
THE OPPORTUNITY:FOCUS ONTHE BEHAVIOR,NOTTHETECHNOLOGY
@kaylam
71
See you on the internets.
THANKS
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Transcript of "Mobile: Landscape, Behaviors and Trends"

  1. 1. SSLA Mobile 101 Lunch + Learn MOBILE 101 1
  2. 2. HISTORY 2
  3. 3. 3
  4. 4. 4 "A REVOLUTIONARY AND MAGICAL PRODUCT THAT IS FIVE YEARS AHEAD OF ANY OTHER MOBILE PHONE"
  5. 5. 5 "A REVOLUTIONARY AND MAGICAL PRODUCT THAT IS FIVE YEARS AHEAD OF ANY OTHER MOBILE PHONE" 2007
  6. 6. 6 THIS YEAR, THE SMARTPHONE TURNED
  7. 7. 7 THIS YEAR, THE SMARTPHONE TURNED 21!!!
  8. 8. THE IBM SIMON HAD 1MB OF RAM AND ONE HOUR OF TALK TIME Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call on a larger prototype model in 1973.
  9. 9. 9 MOBILE GROWTH
  10. 10. HOW MANY OF US CARRYA SMARTPHONE? Text
  11. 11. HOW MANY OF US CARRYA SMARTPHONE?
  12. 12. HOW MANY OF US CARRYA SMARTPHONE? http://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes/
  13. 13. HOW MANY OF US CARRYA SMARTPHONE? http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies
  14. 14. What’s next? What’s now 2013 IN 1995, 13% OF THE TOTAL POPULATION USED CELL PHONES
  15. 15. What’s next? What’s now 2013 IN 1995, 13% OF THE TOTAL POPULATION USED CELL PHONES TODAY THERE IS 91% PENETRATION OF MOBILE PHONES IN THE US, MORE THAN 284 MILLION US WIRELESS USERS http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Reports_June_2013_U.S._Smartphone_Subscriber_Market_Share
  16. 16. OF THE 91% OF MOBILE OWNERS, THE MAJORITY (57%) OWN SMARTPHONES 16http://www.businessinsider.com/us-smartphone-penetration
  17. 17. MOBILE ISN’T NECESSARILY ‘ONTHE GO’ 17http://www.news.com.au/technology/smartphones/more-iphones-are-sold-a-day-than-babies-born/story-fn6vihic-1226624327053#ixzz2dCp5lnZL
  18. 18. 18 GROWTH TENDS TO SLOW AFTER ADOPTION HITS 50 PERCENT BECAUSE REMAINING MARKET SEGMENTS TEND TO BE OLDER, LESS WEALTHY, OR LATE ADOPTERS
  19. 19. 2012 2013 2014 BY 2014 THE MOBILE WEB WILL OVERTAKE PCS http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
  20. 20. 20
  21. 21. MOBILETECHNOLOGY 21
  22. 22. SMARTPHONES AND FEATUREPHONES
  23. 23. HARDWAREAND SOFTWARE 23
  24. 24. 24 MOBILE OPERATING SYSTEMS: THE SMACKDOWN
  25. 25. MOBILE OPERATING SYSTEMS: THE SMACKDOWN 25http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Reports_June_2013_U.S._Smartphone_Subscriber_Market_Share
  26. 26. HANG ON,HOW ISTHAT POSSIBLE?
  27. 27. IOS: DEVELOPED BY APPLE IN ITS FIFTH MAJOR VERSION RUNS ON IPHONES, IPAD TABLETS,AND IPOD TOUCH MUSIC DEVICES.
  28. 28. ANDROID: DEVELOPED BY GOOGLE IN ITS FOURTH MAJOR VERSION ANDROID CAN BE FOUND IN DEVICES MADE BY A VARIETY OF MANUFACTURERS WHICH DRIVES THE HIGHER USAGE NUMBERS
  29. 29. BLACKBERRY OS: DEVELOPED BY RESEARCH IN MOTION IN ITS SIXTH MAJOR VERSION RUNS ON THE DEVICES FAVORED BY MANY CORPORATE IT DEPARTMENTS
  30. 30. WINDOWS PHONE: A PROPRIETARY MOBILE OS DEVELOPED BY MICROSOFT INTRODUCED A NEW DESIGN LANGUAGE, PREVIOUSLY CALLED METRO UI, BUT LATER RENAMED TO SIMPLY MODERN IN 2011 NOKIA ANNOUNCED IT HAS CHOSEN WINDOWS PHONE AS THE OS FOR ALL ITS FUTURE SMARTPHONES
  31. 31. TRUTH #1 humans want to be entertained FRAGMENTATION
  32. 32. 32
  33. 33. REMEMBER HARDWAREAND SOFTWARE? 33
  34. 34. 34 APPSVS MOBILEWEB
  35. 35. 35 APPLICATIONS THIRD-PARTY PROGRAMS WRITTEN IN THE NATIVE HANDSET LANGUAGE THAT EXTEND THE FEATURES OF THE OS
  36. 36. 36 MOBILE WEB FULL WEB BROWSER CAPABILITY WITH TOUCH-SCREEN OPTIMIZED BROWSING TECHNOLOGY. http://www.labrow.com/blogs/2013/february/browser-market-share-2013
  37. 37. 37 APPS STILL DOMINATE
  38. 38. MOBILETECHNOLOGY + MARKETING 38
  39. 39. Consumer Magazines Gaming Magazines On-package Packaging Inlays Billboards Viral / stunts Gaming Channel Ad Spots Sponsored Shows Special Topics Talk shows Radio Displays Demos Incentives Associates Products Location Based Events Global Events Roadshows Launch Events Membership Events Promotional Actions News / Info Email Shopping Searching Podcast RSS Self-Organized Events Social Networks Forums Clans In-Game On-platform Print Broadcast POS Events Web Social Product MOBILE ACTIVATES MULTIPLE DIGITAL AND OFFLINE CHANNELS
  40. 40. Consumer Magazines Gaming Magazines On-package Packaging Inlays Billboards Viral / stunts Gaming Channel Ad Spots Sponsored Shows Special Topics Talk shows Radio Displays Demos Incentives Associates Products Location Based Events Global Events Roadshows Launch Events Membership Events Promotional Actions News / Info Email Shopping Searching Podcast RSS Self-Organized Events Social Networks Forums Clans In-Game On-platform Feedback tool Media integrationEngagement channel Immediate action Time independence Instant need satisfaction Personalize Location independence Static turns dynamic Ad-hoc interaction Cross-channel engagment Offline opt-in Instant self- expression Print Broadcast POS Events Web Social Product Experience enhancement MOBILE ACTIVATES MULTIPLE DIGITAL AND OFFLINE CHANNELS
  41. 41. IVR SMS / MMS QR CODES M-SITE Interactive voice response, triggered by calling an 800 number (or Star Star program) Text messaging / picture +video messaging, triggered by texting a specific keyword to a shortcode 2D graphic images snapped with a phone camera to launch a mobile site Rich, browser based, Brand or campaign mobile website, Utility services or functionality delivered via mobile, such as dealer locator, inventory search, finance calculators, and mobile commerce M-SERVICES APPS MEDIA Brand application installed on a smartphone to deliver customer utility, entertainment or loyalty Mobile media units, including display banners, search and rich media units Contextual real- time data that augments a users experience, often based on location or camera based image analysis AR 40
  42. 42. 41 Relevance conversation feeling physical network activity information Just-in-Time day-parting on-the-fly intermission downtime weather- based programmatic Context professional social cultural economic fun technical educational “anywhere” “anytime instantly”& “personal”
  43. 43. 42
  44. 44. 43
  45. 45. 44 REAL-TIME 98% OF ALL SMS & MMS MESSAGES ARE OPENED 95% OF THEM WITHIN 3 MINUTES OF RECEIPT THE AVERAGE SMARTPHONE USER CHECKS THEIR PHONE 150 TIMES PER DAY
  46. 46. 45 ANYTIME
  47. 47. 46 LOCATION-AWARE
  48. 48. 47 PERSONAL OUR MOBILE DEVICES KNOW MORE ABOUT US THAN ALMOST ANY OTHER DEVICE Preferences Transaction History Social Graph Site Analytics Demo- graphics Mobile Device Location Customer Segment
  49. 49. 48 USEFUL
  50. 50. 49 SOCIAL ABOUT 75% OF FACEBOOK’S ACTIVE USERS ACCESS THE SOCIAL NETWORK ON THEIR PHONES https://www.globalwebindex.net/Stream-Social http://newsroom.fb.com/Key-Facts
  51. 51. 50 UBIQUITOUS
  52. 52. MOBILETECHNOLOGY TRENDS 51
  53. 53. 52
  54. 54. 53
  55. 55. 54
  56. 56. 55 THIS ISTHEWEBTOMORROW
  57. 57. 56
  58. 58. THE INTERNET OF EVERYTHING
  59. 59. ‘PHABLETS’ 58
  60. 60. IVR SMS / MMS QR CODES M-SITE Interactive voice response, triggered by calling an 800 number (or Star Star program) Text messaging / picture +video messaging, triggered by texting a specific keyword to a shortcode 2D graphic images snapped with a phone camera to launch a mobile site Rich, browser based, Brand or campaign mobile website, Utility services or functionality delivered via mobile, such as dealer locator, inventory search, finance calculators, and mobile commerce M-SERVICES APPS MEDIA Brand application installed on a smartphone to deliver customer utility, entertainment or loyalty Mobile media units, including display banners, search and rich media units Contextual real- time data that augments a users experience, often based on location or camera based image analysis AR HUMAN USER INTERFACES
  61. 61. NEW CHIPS = MORE POWER 60
  62. 62. SO WHAT?why does all of this matter? 61
  63. 63. THE CHALLENGE: FRAGMENTATION 62
  64. 64. 63
  65. 65. THE OPPORTUNITY: GREAT CONTENT, OPTIMIZED 64
  66. 66. THE CHALLENGE: CONTEXT new context...old context... 65
  67. 67. MOBILE HASTHE UNIQUEABILITYTO MARKETTO CIRCUMSTANCE THE OPPORTUNITY: CIRCUMSTANCE 66
  68. 68. THE CHALLENGE:THE EVOLVING ECOSYSTEM 67
  69. 69. a aa 68 THE OPPORTUNITY: DESIGN FOR CONNECTED EXPERIENCES
  70. 70. 69 THE CHALLENGE:THE PRESENT IS CATCHING UPWITHTHE FUTURE
  71. 71. 70 THE OPPORTUNITY:FOCUS ONTHE BEHAVIOR,NOTTHETECHNOLOGY
  72. 72. @kaylam 71 See you on the internets. THANKS
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