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2.2 Peggy Anne Salz Msearchgroove


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2009 Information Innovation Conference

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2.2 Peggy Anne Salz Msearchgroove

  1. 1. International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer –
  2. 2. Peggy Anne Salz - Msearchgroove “ I still haven’t found what I’m looking for!”
  3. 3. Leveraging Location for Services
  4. 4. Today's Points of Discussion… <ul><li>Mobile Explosion / Disruptive Convergence Forces </li></ul><ul><li>Mobile Applications and LBS examples * The convergence around all services, mobile and LBS </li></ul><ul><li>How to Profit from Location </li></ul><ul><ul><li>* The right business models for success </li></ul></ul>
  5. 5. Combined Forces The Mobile CrossMedia Agency Strategy/ Biz Dev/ Planning Consultancy Services Thought Leadership Analyst Strategic Consultancy Services, Bespoke Research, White Papers
  6. 6. Mobile Explosion / Disruptive Convergence Forces
  7. 7. Force 1: Consumption Fragmentation
  8. 8. Force 2: Free vs. Fee ( Balance) Free Terrestrial Paid Satellite Free Broadcast Paid Satellite + Cable Free Newspaper/Free Directory Paid Daily Newspaper Radio TV Print Online  Advertising  Advertising  Advertising Free content/services Subscription & Transaction  Advertising “ Free” Advertising “ Paid” Subscription 40% iPhone Apps are Paid/ 60% Free Subscription & Transaction Mobile Free content/services  Advertising NOW
  9. 9. Force 3 : Open Platform Multimedia Computer ( 2008 pivotal) All of my connected applications , always with me, EVERYWHERE Mainframe 1960s Mini 1970s Personal 1980s Laptop 1990s
  10. 10. Force 4: Personalization (The New Media Wave) Accelerated Growth ‘ 95 ‘ 00 ‘ 05 ‘ 10 Email Portal Social Media Web/Local Search Perspective Search
  11. 11. Force 5: Social Nets = Mobile (Influencer/Recommendation Systems) > 65% use Mobile Mobile Access Mainstream > 5% Users Mobile Access Mainstream 100’s of Apps > 20 Million Users Entertainment Access
  12. 12. Force 6: Amazing Mobile API (Application Disruption) App Store 1-click Immediate Use Location API (shake/move) Accelerometer API Touch API Microphone API Rich Media API Browser API Camera API Speaker API
  13. 13. Force 7: Location without Rankings is Dead! Search recommendation dynamic Personalization
  14. 14. Force 8: Who Owns the Address book! Vodafone 360
  15. 15. Force 10 : Exploding Browsing ADObjects, Inc © all rights reserved 2X Global MOBILE INTERNET Growth <ul><li>2010 inflection point. Mobile HTML Browsers > PC’s </li></ul><ul><li>Major Search Engines generate 8B page views daily </li></ul><ul><li>Major Social Media generate 6B page views daily </li></ul>All regions expected to see significant, if not massive, growth Western Europe 60%+ U.S. 60%+ APAC 80%+ CE Europe 125%+ CALA & ROW 200%+
  16. 16. Mobile Applications and LBS examples
  17. 17. The iPhone Velocity <ul><li>It took 74 days to sell the first million iPhones in 2007. </li></ul><ul><li>Then, on July 11, 2008, Apple launched the App Store, and everything changed. </li></ul><ul><ul><li>Three days to sell 1 million iPhones. </li></ul></ul><ul><ul><li>Three days to download 10 million applications. </li></ul></ul><ul><ul><li>Eleven days to download 25 million apps. </li></ul></ul><ul><ul><li>60 million applications downloaded in the first month . </li></ul></ul><ul><ul><li>$360 million in applications sold to date , even though the majority of downloads come from free apps. </li></ul></ul><ul><ul><li>1Billion Apps (35K in Catalog) downloaded 8 months later </li></ul></ul><ul><ul><li>1.7Billion Downloads now today! </li></ul></ul><ul><ul><li>Potentially $1 Billion marketplace in the next 24 months </li></ul></ul>
  18. 18. Categories of Cool Creative 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)
  19. 19. Sounds and Shake Apps that can bring some novelty to the experience. “ Push or Pull” Sounds and novel Idea’s to link content to Locations
  20. 20. Socialize & Perspective (location) Building on-top of twitter to follow perspectives / The New Social Search <ul><li>Whereyougonnabe? </li></ul><ul><li>Twitter Apps </li></ul><ul><ul><li>Twinkle </li></ul></ul><ul><ul><li>Local Weather </li></ul></ul><ul><li>Facebook Connect Apps </li></ul><ul><li>Social navigation </li></ul><ul><ul><li>Planet9 RayGun </li></ul></ul>
  21. 21. Directed Search (Location) Search, Augmented Search and the Direction around you GeoVector is Directionally Filtered to present the user with what they need. Layar AR Browser 3D Local Search
  22. 22. Around Me ( Entertainment Example ) Apps that serve a purpose of entertainment have maps and local info Anyone want to meet for drinks at Pikes on Friday? Leveraging location based Advertisers and information in Entertainment Applications
  23. 23. Yellow …to Rainbow (The All Around Me App) Apps that have built on-top-of listing ( New Value) From choosing your Vertical Around you To ….
  24. 24. Bleeding Yellow ( community editorial) Apps that have built on-top-of listing ( New Value Editorial) … ..It is clear that Search without User-Generated-Content is now DEAD People crave References and information about listings, Yelp has created the Status-Quo
  25. 25. Yellow Slice….. ( Movie Vertical) Apps that have built on-top-of listing ( New Value for Vertical) … ..Learning about a movie, includes the location of the movie…. And maybe a restaurant to have dinner before or after?
  26. 26. News Goes Local Better and Better Local Newspaper apps from the media companies ..From dedicated branded apps from Local News Companies, … .To New York Times API for mash-ups
  27. 27. From Virtual to other great content applications that offer search Creative Content ( Driven search) <ul><li>Augmented reality </li></ul><ul><ul><li>ViewRanger </li></ul></ul><ul><ul><li>Placr </li></ul></ul><ul><li>Locality browsing </li></ul><ul><ul><li>Lightpole </li></ul></ul><ul><li>Tracking </li></ul><ul><ul><li>Path Technologies using TMSI in shopping centres </li></ul></ul>
  28. 28. How to Profit from Location! Syndication
  29. 29. <ul><li>Google, Yahoo, Microsoft Syndication </li></ul><ul><li>or your Syndication </li></ul>* Quote- Danny Sullivan, SearchEngineLand (>60% of Google’s Biz model was Syndication with the web *)
  30. 30. Business of Cool Creative Apps Directory’s Advertisers & Local API Developers Original Content $$$ Rev. Share Syndication Creativity User Attraction End-Users Massive Usage Of Products With LBS
  31. 31. >20% of local advertiser Budget is website (Truvo Directories) (Mobile and Apps are linked) ADObjects, Inc © all rights reserved
  32. 32. Mobile Internet Strategy = Discovery “ leverage mobile” to share your apps SPIN ADObjects, Inc © all rights reserved SPIN Wilco
  33. 33. What to do….. <ul><li>Quickly Launch Own Application </li></ul><ul><ul><li>Do cool, cool, cool… Status Quo </li></ul></ul><ul><li>Open your Advertising APIs- to App Stores </li></ul><ul><li>Syndicate Data and remarket via own marketplace </li></ul><ul><li>Focus on the most profitable verticals </li></ul>
  34. 34. Thank-you [email_address] [email_address]
  35. 35. Print 2 Mobile: Ubiquitous Connection <ul><li>Communitainment (Syndicate) </li></ul><ul><li>New Advertiser Relationship </li></ul><ul><li>Consumer Free => Then Fee </li></ul><ul><li>The Multi-media Computer </li></ul><ul><li>Perspective Search (Twitter) </li></ul><ul><li>Mobile HTML </li></ul><ul><li>Local Rich Banner </li></ul><ul><li>Find the Cross-Media Formula </li></ul><ul><li>Social Media = Mobile </li></ul><ul><li>Creative Application API’s </li></ul>