Mobile: Landscape, Behaviors and Trends
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  • 1. SSLA Mobile 101 Lunch + Learn MOBILE 101 1
  • 2. HISTORY 2
  • 3. 3
  • 4. 4 "A REVOLUTIONARY AND MAGICAL PRODUCT THAT IS FIVE YEARS AHEAD OF ANY OTHER MOBILE PHONE"
  • 5. 5 "A REVOLUTIONARY AND MAGICAL PRODUCT THAT IS FIVE YEARS AHEAD OF ANY OTHER MOBILE PHONE" 2007
  • 6. 6 THIS YEAR, THE SMARTPHONE TURNED
  • 7. 7 THIS YEAR, THE SMARTPHONE TURNED 21!!!
  • 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 MOBILE GROWTH
  • 10. HOW MANY OF US CARRYA SMARTPHONE? Text
  • 11. HOW MANY OF US CARRYA SMARTPHONE?
  • 12. HOW MANY OF US CARRYA SMARTPHONE? http://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes/
  • 13. HOW MANY OF US CARRYA SMARTPHONE? http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies
  • 14. What’s next? What’s now 2013 IN 1995, 13% OF THE TOTAL POPULATION USED CELL PHONES
  • 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. OF THE 91% OF MOBILE OWNERS, THE MAJORITY (57%) OWN SMARTPHONES 16http://www.businessinsider.com/us-smartphone-penetration
  • 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 GROWTH TENDS TO SLOW AFTER ADOPTION HITS 50 PERCENT BECAUSE REMAINING MARKET SEGMENTS TEND TO BE OLDER, LESS WEALTHY, OR LATE ADOPTERS
  • 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
  • 21. MOBILETECHNOLOGY 21
  • 22. SMARTPHONES AND FEATUREPHONES
  • 23. HARDWAREAND SOFTWARE 23
  • 24. 24 MOBILE OPERATING SYSTEMS: THE SMACKDOWN
  • 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. HANG ON,HOW ISTHAT POSSIBLE?
  • 27. IOS: DEVELOPED BY APPLE IN ITS FIFTH MAJOR VERSION RUNS ON IPHONES, IPAD TABLETS,AND IPOD TOUCH MUSIC DEVICES.
  • 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. BLACKBERRY OS: DEVELOPED BY RESEARCH IN MOTION IN ITS SIXTH MAJOR VERSION RUNS ON THE DEVICES FAVORED BY MANY CORPORATE IT DEPARTMENTS
  • 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. TRUTH #1 humans want to be entertained FRAGMENTATION
  • 32. 32
  • 33. REMEMBER HARDWAREAND SOFTWARE? 33
  • 34. 34 APPSVS MOBILEWEB
  • 35. 35 APPLICATIONS THIRD-PARTY PROGRAMS WRITTEN IN THE NATIVE HANDSET LANGUAGE THAT EXTEND THE FEATURES OF THE OS
  • 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 APPS STILL DOMINATE
  • 38. MOBILETECHNOLOGY + MARKETING 38
  • 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. 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. 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. 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. 42
  • 44. 43
  • 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. 45 ANYTIME
  • 47. 46 LOCATION-AWARE
  • 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. 48 USEFUL
  • 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. 50 UBIQUITOUS
  • 52. MOBILETECHNOLOGY TRENDS 51
  • 53. 52
  • 54. 53
  • 55. 54
  • 56. 55 THIS ISTHEWEBTOMORROW
  • 57. 56
  • 58. THE INTERNET OF EVERYTHING
  • 59. ‘PHABLETS’ 58
  • 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. NEW CHIPS = MORE POWER 60
  • 62. SO WHAT?why does all of this matter? 61
  • 63. THE CHALLENGE: FRAGMENTATION 62
  • 64. 63
  • 65. THE OPPORTUNITY: GREAT CONTENT, OPTIMIZED 64
  • 66. THE CHALLENGE: CONTEXT new context...old context... 65
  • 67. MOBILE HASTHE UNIQUEABILITYTO MARKETTO CIRCUMSTANCE THE OPPORTUNITY: CIRCUMSTANCE 66
  • 68. THE CHALLENGE:THE EVOLVING ECOSYSTEM 67
  • 69. a aa 68 THE OPPORTUNITY: DESIGN FOR CONNECTED EXPERIENCES
  • 70. 69 THE CHALLENGE:THE PRESENT IS CATCHING UPWITHTHE FUTURE
  • 71. 70 THE OPPORTUNITY:FOCUS ONTHE BEHAVIOR,NOTTHETECHNOLOGY
  • 72. @kaylam 71 See you on the internets. THANKS