Apresentação de Peter Sells no Mobilize Breakfast

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Apresentação de Peter Sells no Mobilize Breakfast

  1. 1. The  future  of  mobile  marke0ng.... is  now Peter  Sells BBH @sellsyFriday, August 3, 2012
  2. 2. HOW  THE  MOBILE REVOLUTION  CHANGES  MARKETING Hello!Friday, August 3, 2012
  3. 3. WHO IS BBH? LONDON 1982 NEW YORK 1998 LOS ANGELES 2011 SHANGHAI MUMBAI 2005 2008 Text SINGAPORE 1996 SAO PAULO 2002 l PRIVATE COMPANY ESTABLISHED IN 1982 l NOW 988 PEOPLE ACROSS SEVEN OFFICES l TOTAL BILLINGS OF $1.5BNFriday, August 3, 2012
  4. 4. Friday, August 3, 2012
  5. 5. 5Friday, August 3, 2012
  6. 6. 6Friday, August 3, 2012
  7. 7. OUR  CLIENT  BRANDS   X 7Friday, August 3, 2012
  8. 8. “We  are  no  longer  in  the  age  of   Interrup0on,  we  are  in  the  age  of   Engagement” 8Friday, August 3, 2012
  9. 9. “We  are  no  longer  in  the  age  of   Interrup0on,  we  are  in  the  age  of   Engagement” Nigel  Bogle,  2005 8Friday, August 3, 2012
  10. 10. TODAY  ...IS  MY   LAST  DAY  AT   BBHFriday, August 3, 2012
  11. 11. Friday, August 3, 2012
  12. 12. Friday, August 3, 2012 X
  13. 13. 11Friday, August 3, 2012
  14. 14. Friday, August 3, 2012
  15. 15. Friday, August 3, 2012
  16. 16. Friday, August 3, 2012
  17. 17. CULT  OF  THE   FUTUREFriday, August 3, 2012
  18. 18. 2006:  Year  of  Mobile 2007:  Year  of  Mobile 2008:  Year  of  Mobile 2009:  Year  of  Mobile 2010:  Year  of  Mobile 2011:  Year  of  Mobile 16Friday, August 3, 2012
  19. 19. Friday, August 3, 2012
  20. 20. Friday, August 3, 2012
  21. 21. Friday, August 3, 2012
  22. 22. Friday, August 3, 2012
  23. 23. Mobile Predictions 1993                       2012                       Text “no more than 600k will ever be connected in UK” 75 millionFriday, August 3, 2012
  24. 24. Mobile Predictions Text The most profitable service ever createdFriday, August 3, 2012
  25. 25. Mobile Predictions 725,000 Apps Text 25 Billion downloadsFriday, August 3, 2012
  26. 26. Friday, August 3, 2012
  27. 27. Friday, August 3, 2012
  28. 28. Friday, August 3, 2012
  29. 29. Friday, August 3, 2012
  30. 30. Google  officesFriday, August 3, 2012
  31. 31. Google  offices Now  +  2  yearsFriday, August 3, 2012
  32. 32. 2nd  August  2014Friday, August 3, 2012
  33. 33. Friday, August 3, 2012
  34. 34. Friday, August 3, 2012
  35. 35. UPGRADE & Text DISRUPTIONFriday, August 3, 2012
  36. 36. Friday, August 3, 2012
  37. 37. Friday, August 3, 2012
  38. 38. 18  months  -­‐>  9  monthsFriday, August 3, 2012
  39. 39. 89%  OF  ALL  PHONES  SOLD  ARE   SMARTPHONES NO.  OF  BABIES  BORN  EACH   371K DAY Text NO.  OF  ANDROID  DEVICES   ACTIVATED  EACH  DAY 1MFriday, August 3, 2012
  40. 40. Friday, August 3, 2012
  41. 41. Friday, August 3, 2012
  42. 42. Internet  is  UbiquitousFriday, August 3, 2012
  43. 43. BY  2014  MOBILE  WILL  THE   PRIMARY  CHANNEL  FOR  GLOBAL   INTERNET  CONSUMPTION,   PRIMARY  BECAUSE  IT  WILL  BE   FIRST  IN  THE  USERS  DECISION   TREE,  AND  BECAUSE  IT  DOMINATES   TIME  SPENT  ONLINE.Friday, August 3, 2012
  44. 44. DISRUPTION TextFriday, August 3, 2012
  45. 45. DISRUPTION Text TextFriday, August 3, 2012
  46. 46. DISRUPTION Text Text XFriday, August 3, 2012
  47. 47. DISRUPTION Text Text X XFriday, August 3, 2012
  48. 48. DISRUPTION SALES  DECLINING  SINCE  2005Friday, August 3, 2012
  49. 49. DISRUPTIONFriday, August 3, 2012
  50. 50. DISRUPTION MOBILE  =  $10  BILLIONFriday, August 3, 2012
  51. 51. DISRUPTION LAST  QUARTER=115  BILLION   MINUTESFriday, August 3, 2012
  52. 52. DISRUPTION MAP  SALES  HALVED SINCE  2005Friday, August 3, 2012
  53. 53. DISRUPTION FT  MOBILE  NOW  EXCEEDS PRINTFriday, August 3, 2012
  54. 54. DISRUPTION IOS  THE  BIGGEST  GAMING   PLATFORM  FROM  ZERO  IN  4   YEARSFriday, August 3, 2012
  55. 55. DISRUPTION MOBILE  MUSIC  =  30%  OF  ALL   MUSIC  REVENUES.  EXPECTED   TO  REACH  $5BFriday, August 3, 2012
  56. 56. DISRUPTION SO  WHAT  ABOUT   ADVERTISING?Friday, August 3, 2012
  57. 57. 6  BILLION +ADDICTION   (we  look  at  our  phones  150  hmes  a  day) +USAGE   (they  are  with  us  24  hours  a  day/7  days  a  week) +VALUED   (we  store  our  most  personal  data  on  them) =  MASSIVE  ADVERTISING OPPORTUNITY?Friday, August 3, 2012
  58. 58. TextFriday, August 3, 2012
  59. 59. TextFriday, August 3, 2012
  60. 60. TextFriday, August 3, 2012
  61. 61. TextFriday, August 3, 2012
  62. 62. Q. Why is mobile advertising not as effective as other media? Text A. The time spent on mobile is not like time spent on the web or TV, or print.Friday, August 3, 2012
  63. 63. AD-­‐FUNDED  GROWTHFriday, August 3, 2012
  64. 64. $1,500,000,000,000Friday, August 3, 2012
  65. 65. $1,500,000,000,000 IT  DOES  NOT  CARE  ABOUT  ANYONE  IN   THIS  ROOMFriday, August 3, 2012
  66. 66. $1,500,000,000,000 IT  DOES  NOT  CARE  ABOUT  ANYONE  IN   THIS  ROOM MOBILE  ADVERTISING=0.33%Friday, August 3, 2012
  67. 67. AD-­‐FUNDED  GROWTHFriday, August 3, 2012
  68. 68. AD-­‐FUNDED  GROWTH CONSUMER-­‐FUNDED GROWTHFriday, August 3, 2012
  69. 69. MOBILE MEETS FUNDAMENTAL HUMAN NEEDS RESOLUTION CONNECTION CONTENTMENT INFORMATION CONTROL 54Friday, August 3, 2012
  70. 70. Blackberry  Bold   Nokia  6600   2006-­‐2009 2005-­‐2008 55Friday, August 3, 2012
  71. 71. Blackberry  Bold   Nokia  6600   2006-­‐2009 2005-­‐2008 55Friday, August 3, 2012
  72. 72. HAPPINESS INFORMATION 56Friday, August 3, 2012
  73. 73. SELLSY’S  GUIDE  TO  MAKING MOBILE  WORKFriday, August 3, 2012
  74. 74. DON’T  DO  BANNERS  -­‐  UNLESS YOU  WANT  TO  DO  THEM  PROPERLYFriday, August 3, 2012
  75. 75. Friday, August 3, 2012
  76. 76. “We  think  most  mobile  adver0sing  really  sucks”Friday, August 3, 2012
  77. 77. Friday, August 3, 2012
  78. 78. Friday, August 3, 2012
  79. 79. MOBILE  AD  RULES: RELEVANCE CLEAR  CALL  TO  ACTION  &  REWARD OPTIMISED  &  SHORT  USER  JOURNERYFriday, August 3, 2012
  80. 80. 44%  -­‐  BELOW  IPO  PRICEFriday, August 3, 2012
  81. 81. FACEBOOK  MOBILE  ADS   ONLY SEEN  BY  3-­‐13%  OF   USERStFriday, August 3, 2012
  82. 82. THE  APP  RULESFriday, August 3, 2012
  83. 83. Getjar  June  2010Friday, August 3, 2012
  84. 84. Friday, August 3, 2012
  85. 85. Friday, August 3, 2012
  86. 86. Friday, August 3, 2012
  87. 87. JUST  BECAUSE  YOU  CAN, DOESN’T  MEAN  YOU  SHOULDFriday, August 3, 2012
  88. 88. “THE  TIGER  WOODS  RULE”Friday, August 3, 2012
  89. 89. Friday, August 3, 2012
  90. 90. A  BRANDED  APP  SHOULD BE  FROM  THE  BRANDFriday, August 3, 2012
  91. 91. Friday, August 3, 2012
  92. 92. Friday, August 3, 2012
  93. 93. A  MOBILE  OPTIMISED  SITE  IS NOT  AN  OPTION IT  IS  AN  ESSENTIALFriday, August 3, 2012
  94. 94. +125%  INCREASE  IN  SALESFriday, August 3, 2012
  95. 95. SMALL  SCREEN  -­‐  SMALL  OFFER?Friday, August 3, 2012
  96. 96. Friday, August 3, 2012
  97. 97. Friday, August 3, 2012
  98. 98. “WHAT  DO  YOU  WANT  FROM  MOBILE?”  Friday, August 3, 2012
  99. 99. “WHAT  DO  YOU  WANT  FROM  MOBILE?”   “EVERYTHING”Friday, August 3, 2012
  100. 100. “WHAT  DO  YOU  WANT  FROM  MOBILE?”   “EVERYTHING” RESULT  =  800%  INCREASE  IN  MOBILE  SALESFriday, August 3, 2012
  101. 101. BRANDS  DON’T  JUST  NEED  APPS THEY  NEED  PLATFORMSFriday, August 3, 2012
  102. 102. Text 1  MILLION  DOWNLOADS 5  STAR  RATED AVAILABLE  TO  NON-­‐BARCLAYS   CUSTOMERSFriday, August 3, 2012
  103. 103. THE  PRODUCT  IS  THE   COMMUNICATIONSFriday, August 3, 2012
  104. 104. AGENCY JOB: INCREASE PERCEIVED VALUE VALUE Y X BRAND 85Friday, August 3, 2012
  105. 105. AGENCY JOB: INCREASE PERCEIVED VALUE VALUE MESSAGING Y X BRAND 86Friday, August 3, 2012
  106. 106. AGENCY JOB: INCREASE PERCEIVED VALUE VALUE MESSAGING ACTUAL VALUE Y X BRAND 87Friday, August 3, 2012
  107. 107. USER  EXPERIENCE  IS  EVERYTHING USER  EXPERIENCE  IS  EVERYTHINGFriday, August 3, 2012
  108. 108. Friday, August 3, 2012
  109. 109. Friday, August 3, 2012
  110. 110. Friday, August 3, 2012
  111. 111. Friday, August 3, 2012
  112. 112. Friday, August 3, 2012
  113. 113. Friday, August 3, 2012
  114. 114. Removed  one  field  =  $8m  increase  in   revenueFriday, August 3, 2012
  115. 115. DELIGHTFUL DULLFriday, August 3, 2012
  116. 116. IT’S  NOT  ALWAYS  ABOUT  RICH ENGAGEMENTFriday, August 3, 2012
  117. 117. Friday, August 3, 2012
  118. 118. Friday, August 3, 2012
  119. 119. Friday, August 3, 2012
  120. 120. iPhone  5??Friday, August 3, 2012
  121. 121. REMEMBER:  MOBILE  AUGMENTS ALL  OUR  REALITYFriday, August 3, 2012
  122. 122. Friday, August 3, 2012
  123. 123. MOBILE  CAN  AUGMENT ALL  YOUR  TOUCHPOINTSFriday, August 3, 2012
  124. 124. Friday, August 3, 2012
  125. 125. FINALLY,  A  MESSAGE  TO   ADVERTISING  AGENCIES: IT’S  NOT  JUST  ABOUT   ADVERTISING....Friday, August 3, 2012
  126. 126. SO  YOU  WILL  NEED  NEW  SKILLS: SERVICE  DESIGNERS USER  EXPERIENCE  SPECIALISTS MOBILE  DEVELOPERS INTERACTION  DESIGNERS MOBILE  CREATIVEFriday, August 3, 2012
  127. 127. Friday, August 3, 2012
  128. 128. Obrigado @sellsyFriday, August 3, 2012

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