Apresentação de Peter Sells no Mobilize Breakfast

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  • 1. The  future  of  mobile  marke0ng.... is  now Peter  Sells BBH @sellsyFriday, August 3, 2012
  • 2. HOW  THE  MOBILE REVOLUTION  CHANGES  MARKETING Hello!Friday, August 3, 2012
  • 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. Friday, August 3, 2012
  • 5. 5Friday, August 3, 2012
  • 6. 6Friday, August 3, 2012
  • 7. OUR  CLIENT  BRANDS   X 7Friday, August 3, 2012
  • 8. “We  are  no  longer  in  the  age  of   Interrup0on,  we  are  in  the  age  of   Engagement” 8Friday, August 3, 2012
  • 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. TODAY  ...IS  MY   LAST  DAY  AT   BBHFriday, August 3, 2012
  • 11. Friday, August 3, 2012
  • 12. Friday, August 3, 2012 X
  • 13. 11Friday, August 3, 2012
  • 14. Friday, August 3, 2012
  • 15. Friday, August 3, 2012
  • 16. Friday, August 3, 2012
  • 17. CULT  OF  THE   FUTUREFriday, August 3, 2012
  • 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. Friday, August 3, 2012
  • 20. Friday, August 3, 2012
  • 21. Friday, August 3, 2012
  • 22. Friday, August 3, 2012
  • 23. Mobile Predictions 1993                       2012                       Text “no more than 600k will ever be connected in UK” 75 millionFriday, August 3, 2012
  • 24. Mobile Predictions Text The most profitable service ever createdFriday, August 3, 2012
  • 25. Mobile Predictions 725,000 Apps Text 25 Billion downloadsFriday, August 3, 2012
  • 26. Friday, August 3, 2012
  • 27. Friday, August 3, 2012
  • 28. Friday, August 3, 2012
  • 29. Friday, August 3, 2012
  • 30. Google  officesFriday, August 3, 2012
  • 31. Google  offices Now  +  2  yearsFriday, August 3, 2012
  • 32. 2nd  August  2014Friday, August 3, 2012
  • 33. Friday, August 3, 2012
  • 34. Friday, August 3, 2012
  • 35. UPGRADE & Text DISRUPTIONFriday, August 3, 2012
  • 36. Friday, August 3, 2012
  • 37. Friday, August 3, 2012
  • 38. 18  months  -­‐>  9  monthsFriday, August 3, 2012
  • 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. Friday, August 3, 2012
  • 41. Friday, August 3, 2012
  • 42. Internet  is  UbiquitousFriday, August 3, 2012
  • 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. DISRUPTION TextFriday, August 3, 2012
  • 45. DISRUPTION Text TextFriday, August 3, 2012
  • 46. DISRUPTION Text Text XFriday, August 3, 2012
  • 47. DISRUPTION Text Text X XFriday, August 3, 2012
  • 48. DISRUPTION SALES  DECLINING  SINCE  2005Friday, August 3, 2012
  • 49. DISRUPTIONFriday, August 3, 2012
  • 50. DISRUPTION MOBILE  =  $10  BILLIONFriday, August 3, 2012
  • 51. DISRUPTION LAST  QUARTER=115  BILLION   MINUTESFriday, August 3, 2012
  • 52. DISRUPTION MAP  SALES  HALVED SINCE  2005Friday, August 3, 2012
  • 53. DISRUPTION FT  MOBILE  NOW  EXCEEDS PRINTFriday, August 3, 2012
  • 54. DISRUPTION IOS  THE  BIGGEST  GAMING   PLATFORM  FROM  ZERO  IN  4   YEARSFriday, August 3, 2012
  • 55. DISRUPTION MOBILE  MUSIC  =  30%  OF  ALL   MUSIC  REVENUES.  EXPECTED   TO  REACH  $5BFriday, August 3, 2012
  • 56. DISRUPTION SO  WHAT  ABOUT   ADVERTISING?Friday, August 3, 2012
  • 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. TextFriday, August 3, 2012
  • 59. TextFriday, August 3, 2012
  • 60. TextFriday, August 3, 2012
  • 61. TextFriday, August 3, 2012
  • 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. AD-­‐FUNDED  GROWTHFriday, August 3, 2012
  • 64. $1,500,000,000,000Friday, August 3, 2012
  • 65. $1,500,000,000,000 IT  DOES  NOT  CARE  ABOUT  ANYONE  IN   THIS  ROOMFriday, August 3, 2012
  • 66. $1,500,000,000,000 IT  DOES  NOT  CARE  ABOUT  ANYONE  IN   THIS  ROOM MOBILE  ADVERTISING=0.33%Friday, August 3, 2012
  • 67. AD-­‐FUNDED  GROWTHFriday, August 3, 2012
  • 68. AD-­‐FUNDED  GROWTH CONSUMER-­‐FUNDED GROWTHFriday, August 3, 2012
  • 69. MOBILE MEETS FUNDAMENTAL HUMAN NEEDS RESOLUTION CONNECTION CONTENTMENT INFORMATION CONTROL 54Friday, August 3, 2012
  • 70. Blackberry  Bold   Nokia  6600   2006-­‐2009 2005-­‐2008 55Friday, August 3, 2012
  • 71. Blackberry  Bold   Nokia  6600   2006-­‐2009 2005-­‐2008 55Friday, August 3, 2012
  • 72. HAPPINESS INFORMATION 56Friday, August 3, 2012
  • 73. SELLSY’S  GUIDE  TO  MAKING MOBILE  WORKFriday, August 3, 2012
  • 74. DON’T  DO  BANNERS  -­‐  UNLESS YOU  WANT  TO  DO  THEM  PROPERLYFriday, August 3, 2012
  • 75. Friday, August 3, 2012
  • 76. “We  think  most  mobile  adver0sing  really  sucks”Friday, August 3, 2012
  • 77. Friday, August 3, 2012
  • 78. Friday, August 3, 2012
  • 79. MOBILE  AD  RULES: RELEVANCE CLEAR  CALL  TO  ACTION  &  REWARD OPTIMISED  &  SHORT  USER  JOURNERYFriday, August 3, 2012
  • 80. 44%  -­‐  BELOW  IPO  PRICEFriday, August 3, 2012
  • 81. FACEBOOK  MOBILE  ADS   ONLY SEEN  BY  3-­‐13%  OF   USERStFriday, August 3, 2012
  • 82. THE  APP  RULESFriday, August 3, 2012
  • 83. Getjar  June  2010Friday, August 3, 2012
  • 84. Friday, August 3, 2012
  • 85. Friday, August 3, 2012
  • 86. Friday, August 3, 2012
  • 87. JUST  BECAUSE  YOU  CAN, DOESN’T  MEAN  YOU  SHOULDFriday, August 3, 2012
  • 88. “THE  TIGER  WOODS  RULE”Friday, August 3, 2012
  • 89. Friday, August 3, 2012
  • 90. A  BRANDED  APP  SHOULD BE  FROM  THE  BRANDFriday, August 3, 2012
  • 91. Friday, August 3, 2012
  • 92. Friday, August 3, 2012
  • 93. A  MOBILE  OPTIMISED  SITE  IS NOT  AN  OPTION IT  IS  AN  ESSENTIALFriday, August 3, 2012
  • 94. +125%  INCREASE  IN  SALESFriday, August 3, 2012
  • 95. SMALL  SCREEN  -­‐  SMALL  OFFER?Friday, August 3, 2012
  • 96. Friday, August 3, 2012
  • 97. Friday, August 3, 2012
  • 98. “WHAT  DO  YOU  WANT  FROM  MOBILE?”  Friday, August 3, 2012
  • 99. “WHAT  DO  YOU  WANT  FROM  MOBILE?”   “EVERYTHING”Friday, August 3, 2012
  • 100. “WHAT  DO  YOU  WANT  FROM  MOBILE?”   “EVERYTHING” RESULT  =  800%  INCREASE  IN  MOBILE  SALESFriday, August 3, 2012
  • 101. BRANDS  DON’T  JUST  NEED  APPS THEY  NEED  PLATFORMSFriday, August 3, 2012
  • 102. Text 1  MILLION  DOWNLOADS 5  STAR  RATED AVAILABLE  TO  NON-­‐BARCLAYS   CUSTOMERSFriday, August 3, 2012
  • 103. THE  PRODUCT  IS  THE   COMMUNICATIONSFriday, August 3, 2012
  • 104. AGENCY JOB: INCREASE PERCEIVED VALUE VALUE Y X BRAND 85Friday, August 3, 2012
  • 105. AGENCY JOB: INCREASE PERCEIVED VALUE VALUE MESSAGING Y X BRAND 86Friday, August 3, 2012
  • 106. AGENCY JOB: INCREASE PERCEIVED VALUE VALUE MESSAGING ACTUAL VALUE Y X BRAND 87Friday, August 3, 2012
  • 107. USER  EXPERIENCE  IS  EVERYTHING USER  EXPERIENCE  IS  EVERYTHINGFriday, August 3, 2012
  • 108. Friday, August 3, 2012
  • 109. Friday, August 3, 2012
  • 110. Friday, August 3, 2012
  • 111. Friday, August 3, 2012
  • 112. Friday, August 3, 2012
  • 113. Friday, August 3, 2012
  • 114. Removed  one  field  =  $8m  increase  in   revenueFriday, August 3, 2012
  • 115. DELIGHTFUL DULLFriday, August 3, 2012
  • 116. IT’S  NOT  ALWAYS  ABOUT  RICH ENGAGEMENTFriday, August 3, 2012
  • 117. Friday, August 3, 2012
  • 118. Friday, August 3, 2012
  • 119. Friday, August 3, 2012
  • 120. iPhone  5??Friday, August 3, 2012
  • 121. REMEMBER:  MOBILE  AUGMENTS ALL  OUR  REALITYFriday, August 3, 2012
  • 122. Friday, August 3, 2012
  • 123. MOBILE  CAN  AUGMENT ALL  YOUR  TOUCHPOINTSFriday, August 3, 2012
  • 124. Friday, August 3, 2012
  • 125. FINALLY,  A  MESSAGE  TO   ADVERTISING  AGENCIES: IT’S  NOT  JUST  ABOUT   ADVERTISING....Friday, August 3, 2012
  • 126. SO  YOU  WILL  NEED  NEW  SKILLS: SERVICE  DESIGNERS USER  EXPERIENCE  SPECIALISTS MOBILE  DEVELOPERS INTERACTION  DESIGNERS MOBILE  CREATIVEFriday, August 3, 2012
  • 127. Friday, August 3, 2012
  • 128. Obrigado @sellsyFriday, August 3, 2012