Mobile: Landscape, Behaviors and Trends
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Mobile: Landscape, Behaviors and Trends

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    Mobile: Landscape, Behaviors and Trends Mobile: Landscape, Behaviors and Trends Presentation Transcript

    • 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 phone call on a larger prototype model in 1973.
    • 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 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
    • 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-babies-born/story-fn6vihic-1226624327053#ixzz2dCp5lnZL
    • 18 GROWTH TENDS TO SLOW AFTER ADOPTION HITS 50 PERCENT BECAUSE REMAINING MARKET SEGMENTS TEND TO BE OLDER, LESS WEALTHY, OR LATE ADOPTERS
    • 2012 2013 2014 BY 2014 THE MOBILE WEB WILL OVERTAKE PCS http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
    • 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_2013_U.S._Smartphone_Subscriber_Market_Share
    • 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 MANUFACTURERS WHICH DRIVES THE HIGHER USAGE NUMBERS
    • BLACKBERRY OS: DEVELOPED BY RESEARCH IN MOTION IN ITS SIXTH MAJOR VERSION RUNS ON THE DEVICES FAVORED BY MANY CORPORATE IT DEPARTMENTS
    • 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
    • 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/2013/february/browser-market-share-2013
    • 37 APPS STILL DOMINATE
    • MOBILETECHNOLOGY + MARKETING 38
    • 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
    • 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
    • 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
    • 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”
    • 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 CHECKS THEIR PHONE 150 TIMES PER DAY
    • 45 ANYTIME
    • 46 LOCATION-AWARE
    • 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
    • 48 USEFUL
    • 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
    • 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) 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
    • 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