A Perspective on Mobile Marketing Evolution, Marketing 2.0, Metaverse and Mobile Internet Yuri van Geest / SPRX Mobile

Cross digimedia Yuri van Geest Innovation Emerce Marketing Sales Reddion HP yuri.typepad.com Mediakabel/ManyCast Nuon Marketingfacts Erasmus Univ. MIT Mobile Monday Amsterdam (MoMo) SPRX Mobile

Agenda Evolution Marketing 2.0 and Metaverse Mobile Internet Q&A

Evolution

Marketing 2.0 and Metaverse

Mobile Internet

Q&A

“ Every futurist who is worth his salt is a historian” (Kevin Kelly)

“ Every futurist who

is worth his salt is

a historian”

(Kevin Kelly)

Globalization and Power Church (< 1500) Nation (1500-1800) Multinationals (1800-2000) Individual + social network (> 2000)

Globalization and Power

Church (< 1500)

Nation (1500-1800)

Multinationals (1800-2000)

Individual + social network (> 2000)

The Self Organizing Universe

Economic Revolutions & Changing Consumer Drivers Agriculture : Availability Industrial : Price Services : Quality Digital + Bio : Authenticity

Agriculture : Availability

Industrial : Price

Services : Quality

Digital + Bio : Authenticity

Market Economy Social Economy Social = Authentic, Authority, Recommendations, Peer Production

Market Economy

Summary Globalized and Empowered Individuals and Groups using Authentic, Social (Network) Filters and Self Organization to find, buy or create Authentic offerings Question : How Will Mobile Marketing Work In This Context ?

Globalized and Empowered Individuals and Groups

using Authentic, Social (Network) Filters

and Self Organization

to find, buy or create Authentic offerings

Question : How Will Mobile Marketing Work In This Context ?

Marketing 2.0 Authenticity Open source marketing ROI-based marketing Focus on product innovation, less on classic promotion

Authenticity

Open source marketing

ROI-based marketing

Focus on product innovation, less on classic promotion

Communication 2.0 Reputation -> Attention -> Conversion Proof and Honest Advice <> Propaganda Sequence : 1) Mobile + Outdoor (LBS / AR) 2) PC-Internet 3) TV 4) Other media ROI rules (reach overrated)

Reputation -> Attention -> Conversion

Proof and Honest Advice <> Propaganda

Sequence : 1) Mobile + Outdoor (LBS / AR)

2) PC-Internet 3) TV 4) Other media

ROI rules (reach overrated)

Metaverse Augmentation Simulation Personal External

Lifelogging/Lifestreaming Twitter FriendFeed Trackr Cluztr Trip-It Qik Nokia Conversations Magitti

Twitter

FriendFeed

Trackr

Cluztr

Trip-It

Qik

Nokia Conversations

Magitti

Via web, mobiel web, sms en IM

Via web, mobiel web, sms en IM

MIRROR WORLDS

MIRROR WORLDS

Examples Mirror Worlds Nokia Maps 2.0 Google Earth 4.3 including StreetView ! Microsoft Virtual Earth Yahoo Maps Earthmine

Nokia Maps 2.0

Google Earth 4.3 including StreetView !

Microsoft Virtual Earth

Yahoo Maps

Earthmine

AUGMENTED REALITY

Mobile Internet = Booming Networks WiMax, DVB-H, HSDPA, LTE/4G, P2P Handsets N95/N96, iPhone, Polymer Vision, nanotech OS Android, OSX, Symbian, Windows Mobile Applications JoikuSpot, Qik, Seesmic, Talkonaut, TrackR, LinkedIn, G-Gears, AR/RFID/QR codes, Twitter Mofuse, Napster, JotYou, YouTube, Hyves

Networks

WiMax, DVB-H, HSDPA, LTE/4G, P2P

Handsets

N95/N96, iPhone, Polymer Vision, nanotech

OS

Android, OSX, Symbian, Windows Mobile

Applications

JoikuSpot, Qik, Seesmic, Talkonaut, TrackR,

LinkedIn, G-Gears, AR/RFID/QR codes, Twitter

Mofuse, Napster, JotYou, YouTube, Hyves

Mobile Internet = Booming (2) Content Maps/Earth/Nokia Maps, TV, video, movels, UGC Payment Solutions P2P NFC/RaboMobiel, Payter, PayPerPhone Advertising AdWords, QR codes, e-mail, RSS, banners, text links, AR ads Flat-fee Pricing Open Mobile Internet Mobile = Lifestyle & Hot

Content

Maps/Earth/Nokia Maps, TV, video, movels, UGC

Payment Solutions

P2P NFC/RaboMobiel, Payter, PayPerPhone

Advertising

AdWords, QR codes, e-mail, RSS, banners, text links, AR ads

Flat-fee Pricing

Open Mobile Internet

Mobile = Lifestyle & Hot

Context

Mobile Growth Areas

Physical Virtual Social/Connected Commercial Live Web

Physical Virtual Social/Connected Commercial Social Web

Physical Virtual Social/Connected Commercial Geo Web

Summary Globalized and Empowered Individuals and Groups using Social (Network) Filters and Self Organization to find, buy and create Authentic offerings Question : How Will Mobile Marketing Work In This Context ?

Globalized and Empowered Individuals and Groups

using Social (Network) Filters

and Self Organization

to find, buy and create Authentic offerings

Question : How Will Mobile Marketing Work In This Context ?

Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware LBS push advertisjng (banners, AdWords, rich media etc.) Payments (NFC) QR code + RFID + AR ads Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile books Music SMS/MMS-marketing

QR codes

Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Mobile Internet Trends

Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Authenticity due to Social C2C Filters

Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Sweet Spot for Mobile Marketing Next 5 Years

Answer Mobile Marketing Focus on the product itself and its USPs and tags (ecology, social, intrinsic value) Focus on the physical ads instead of virtual ads Don’t advertise, use the C2C data for research (e.g. using Hyves LBS or Twitter messages/profiles) Let the mobile community decide upon your product and marketing roadmap (authenticity) Enable and sponsor new mobile C2C apps/tools Be more implicit and stealth relative to PC-Internet

Focus on the product itself and its USPs and tags (ecology, social, intrinsic value)

Focus on the physical ads instead of virtual ads

Don’t advertise, use the C2C data for research (e.g. using Hyves LBS or Twitter messages/profiles)

Let the mobile community decide upon your product and marketing roadmap (authenticity)

Enable and sponsor new mobile C2C apps/tools

Be more implicit and stealth relative to PC-Internet