EIDQ Mobile Search Presentation

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This is a presentation made to the community of EIDQ in Istanbul on 10/20.

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  • Fujinaga-san, Thank-you for inviting me Last year I came back to Japan for the first time in 2009. I was here in 2008 for Music Trade Mission, but what shocked me the most Was the drastic change in the environment for mobile. Since I left Japan in 2003 and I have been living in North America- Japan Has been somewhat of a closed market. Yes- PDC moved to 3G with the largest penetration in the world, but there were NO global platforms in mobile. Even mobile in social media was different, so developer and communities have evolved in a vacuum. ( Real Galapados) When I saw the influx of iPhones, the Techcrunch event, and DoCoMo’s announcement of android, I know that 2010 would be potentially a special year and I have now made the commitment to come back and work between Japan and North America! I put this presentation together that is a lot about the US mobile industry, with some case studies.
  • インターネット りようしゃ よそう
  • Fujinaga-san, Thank-you for inviting me Last year I came back to Japan for the first time in 2009. I was here in 2008 for Music Trade Mission, but what shocked me the most Was the drastic change in the environment for mobile. Since I left Japan in 2003 and I have been living in North America- Japan Has been somewhat of a closed market. Yes- PDC moved to 3G with the largest penetration in the world, but there were NO global platforms in mobile. Even mobile in social media was different, so developer and communities have evolved in a vacuum. ( Real Galapados) When I saw the influx of iPhones, the Techcrunch event, and DoCoMo’s announcement of android, I know that 2010 would be potentially a special year and I have now made the commitment to come back and work between Japan and North America! I put this presentation together that is a lot about the US mobile industry, with some case studies.
  • EIDQ Mobile Search Presentation

    1. 1. Mobile Search or Search Mobile The Directory Opportunity EIDQ Association Istanbul Plenary Meeting, 18-20 October 2010
    2. 2. About Us Mobile CrossMedia Strategies | Since 2007 | New York. Tokyo. Vancouver Acquisition | Intelligence | Revenue Strategic Consulting Full Service Marketing New Business Incubation
    3. 3. ADObjects in Europe <ul><li>Peggy Anne Salz is the founder and publisher of MSearchGroove, the leading source of analysis and commentary on mobile advertising, mobile advertising, and social media. Her industry-first report, Mobile Search & Content Discovery, and her most recent series of practical how-to mobile advertising and mobile analytics white papers indisputably establish her as a mobile advertising and mobile search authority. She has established a successful consulting career based on vision, insight, versatility, and over 15 years of industry experience. She has written over 300 articles and also comments on daily developments impacting the industry at all levels for magazines, publications and online destinations such as MobiAd News, Mobile Entertainment, Mobile Media, and New Media Age. </li></ul><ul><li>Peggy's drive to spark debate about issues impacting the mobile industry at all levels has won her international recognition as a brave new voice in the mobile content market. Her speaking calendar includes engagements at mobile search and mobile advertising conferences worldwide. Graduating with honors from the University of Pittsburgh, Peggy earned a B.A. in Philosophy of Science, Political Science, and Economics. She is a Fulbright fellow and a member of the International Who's Who of Professionals. </li></ul>
    4. 4. Where is it all Going ?
    5. 5. Search is a Big Part : But not the Biggest
    6. 6. Now lets look at the Media Market Search < 1hr Search < 1hr
    7. 7. Am I part of this unbalance? 12% (35%) Search is Grabbing the Wealth in the Transition
    8. 8. Mobile Search is your Key Business ~1300x distinctive Snacks (100x/hour) 14~30x distinctive Sessions (2x/hour) 100~300x distinctive Sessions (30x/hour) Major Engines
    9. 9. Shopping is the natural progression Store 82% Sporting event 36% Doctor’s office 55% >60% of Smartphone users have done some form of Mobile Search In plane 14% In church 7% Movie Theatre 17%
    10. 10. <ul><li>Social Data has come to Search in big way! </li></ul><ul><li>Real-time User Behavior (>50% Mobile Social) </li></ul>The 4 th Wave “Social Like” is here
    11. 11. Mobile Non-Conscience Paradigm <ul><li>Share Box </li></ul><ul><li>Search Box </li></ul><ul><li>Maps </li></ul><ul><li>Community </li></ul><ul><li>Shop </li></ul>3G Rapid Adoption Rich Media Applications Broadband LTE Comes Alive
    12. 12. By 2013 the Worlds Internet Like the Ocean that surrounds us! <ul><li>>700M Websites today Online </li></ul><ul><li>100’s of Thousands of Applications </li></ul><ul><li>Across the 5 Major Platforms </li></ul>525 Million ~400 Million
    13. 13. Would your business survive if your website was down? ( 15 ~ 20 % of Websites are getting hit by mobile devices*)
    14. 14. Websites not usable on mobile Loss of audience ($), traffic ($), transactions ($) & ad revenue($) ADObjects, Inc © all rights reserved
    15. 15. 1) e.g. Poor Mobile Presence 1) Search for Beyonce * Or click on a shared SNL link on Twitter, Facebook or DIGG End-User can not even get to a proper usable page ! ADObjects, Inc © all rights reserved 2) >1Minute to load 3) Non-Working Website (This would piss me off, if I was Beyonce)
    16. 16. 2) Silo’d Mobile Web Site 1) Search for info about SNL * Or click on a shared SNL link on Twitter, Facebook or DIGG End-User Needs 5-Actions to get to SNL Landing Page! ADObjects, Inc © all rights reserved 2) Mobile Site Home 3) Scroll Down 4) Scroll Down 5) Then get to an SNL Landing page only…..
    17. 17. Sorry there is No Mobile Web Anymore!
    18. 18. Google seems to have this incredible position However, Facebook Surpassed Google in Page Views as #1 USER BEHAVIOR 8B Click-on-Links / Day Search Engines ( Pull) >8B Clicks-on-Links /Day Social Media ( Push)
    19. 19. Why? The T sunami is Here ( Time-Machine)
    20. 20. New Competition / New Fragmentation BlackBerry
    21. 21. Consumer Behavior Push | Pull of Search
    22. 22. ROI is all in the User Behavior ( Sociology) Reverse-Search ( Sharing) Intentional-Search ( Finding) Traffic Key: Landing Page <ul><li>Own Application </li></ul><ul><li>Social Status Updates </li></ul><ul><li>The “New Check-in” </li></ul><ul><li>App Content Syndication </li></ul><ul><li>Augmented Reality </li></ul><ul><li>Around-Me Maps </li></ul><ul><li>Viral Content ( Video, Pictures, Audio) </li></ul><ul><li>Own Portal </li></ul><ul><li>Major Search Listings (Google, Bing, Yahoo, etc…) </li></ul><ul><li>Search Box Syndication </li></ul><ul><li>Personalized Relevancy of Results </li></ul><ul><li>Content Anchor </li></ul><ul><li>Merchant Affiliate </li></ul><ul><li>Dynamic Online & Mobile Friendly </li></ul><ul><li>SEO (>Google) </li></ul><ul><li>Geo-Relevant </li></ul><ul><li>CPA </li></ul><ul><li>Community Editorial </li></ul><ul><li>Best Content </li></ul>PULL PUSH *The Search Box *The Status Box
    23. 23. The Google Landing Page- Own SEO evolving?
    24. 24. Context / Local Search Strategy ( Web to Apps)
    25. 25. Apps for Everything is Exploding $8B Industry for Mobile Ad Apps By 2015 (Media Post)
    26. 26. New Categories of Cool Creative Mobile Search Apps Novel Practical New Value Directory Publishers Advertisers & Local Sounds &Shake Search 2.0 Perspective/ Recommend Multimedia/ Live Ads News & Info Goes Local Socialize the Advertiser Bleeding Yellow Cross-Media Print 2 Mobile Around Me ( Next Level) Cross-Media Web 2 Mobile Around Me (Entertain)
    27. 27. Search Apps Keep Verticalizing and Growing Can Not Win With a Single Media Portal in the Web 2.0 World
    28. 28. Designing an App for the Right Purpose vs. (New Fresh Apps every several months-NEEDED) Brand Marketing Engagement and Loyalty
    29. 29. Apps are Islands in the Ocean of the Internet How do I get Users there? How do I get Keep them their Searching? Turn the Silo’d Apps into Traffic Generating Landing Pages
    30. 30. The Merchant Landing Page HOTEL HOTEL Monetizable Contents Social Plug-ins Listing/ Info/Map Online|Mobile Friendly Any Source of Activity Traffic & Monetizable Event Own Portal Others Search Apps @Spring Street Inn @Spring Street Inn Map it ( Video’s) Join Loyalty Program Click to Coupon Click to Photo’s/Video Click to Book Click to Call
    31. 31. The Merchant Landing Page Strategy Actionable LANDING PAGE ( Contextual Web) ROI=Traffic * Analytics of the Page SEO Direct Click Shared Direct Click Own Portal Online | Mobile Website Online | Mobile Apps & Pages Product for Merchants Other Search Engines Massive Syndication
    32. 32. Summary <ul><li>Prepare for Smartphone Wave ( Snackable) </li></ul><ul><li>Must think about all media ( RIOTPM) </li></ul><ul><li>GPS/Social and Search become ubiquitous </li></ul><ul><li>Prepare yourself for Syndication ( ROI) </li></ul><ul><li>Choose the right strategy for Apps (ROI) </li></ul><ul><li>SEO key : Landing-Page Service (ROI) (off-set the massive fragmentation & competition) </li></ul>
    33. 33. Thank-you [email_address] EIDQ Association Istanbul Plenary Meeting, 18-20 October 2010
    34. 34. Overview <ul><li>About Us </li></ul><ul><li>Where is Mobile Going? </li></ul><ul><ul><li>non-conscience paradigm </li></ul></ul><ul><ul><li>Stats. US vs. Europe vs. World ( Time Machine) </li></ul></ul><ul><ul><li>Multimedia Computers ( the new SMS) </li></ul></ul><ul><ul><ul><li>Social </li></ul></ul></ul><ul><ul><ul><li>Media consumption </li></ul></ul></ul><ul><ul><ul><li>Social </li></ul></ul></ul><ul><li>Consumer Behavior Push- Pull ( mo-so-lo) </li></ul><ul><ul><li>Evolution </li></ul></ul><ul><li>Context and Local Search ( Opportunities/Threats) </li></ul><ul><ul><li>Different threads…. </li></ul></ul><ul><li>What are the Opportunities for Directories </li></ul><ul><ul><li>Symbiotic search- the true landing page </li></ul></ul><ul><ul><li>The organic community content </li></ul></ul><ul><ul><li>The bells-whistles </li></ul></ul>

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