Mobile why should we care

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  • Same revenues in the U.S. dropped from a high of $14.6 billion in 1999 to $10.4 billion in 2008. The Economist and The New York Times report that the downward trend is expected to continue for the foreseeable future[8][9] —Forrester Research predicts that by 2013, revenues in USA may reach as low as $9.2 billion
  • Mobile why should we care

    1. 1. Making Sense of the Mobile Web<br />Simon Van Wyk – HotHouse<br />Patrick Cusack – HotHouse<br />Lucas Challamel - NetBiscuits<br />
    2. 2. Mobile Marketing<br />The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. "Everything else is secondary”<br />
    3. 3. Change like never before<br /><ul><li>Record Industry gone – well nearly
    4. 4. Craig’s List – Trashed newspapers classified revenues
    5. 5. YouTube trashed Hollywood. In 2005, it did not exist. Google bought it for $1.65 billion and Viacom is suing it for $1 billion—and both for the same reason: it has utterly disrupted the status quo of audience behavior
    6. 6. Skype trashed phone company revenues – particularly long distance.
    7. 7. Broadband – is about to land many new TV services.
    8. 8. Facebook – is connecting the globe</li></li></ul><li>The internet is the change agent <br />Then & Now<br />2000>> 2010<br />adults who use the internet<br />THEN: slow, stationary connections built around my computer<br />79% <br />46% <br />have broadband at home<br />64% <br />5% <br />own a cell phone<br />50% <br />82% <br />NOW: faster, mobile connections built around outside servers and storage<br />connect wirelessly<br />59% <br />0% <br />use “cloud”<br />>66% <br /><10%<br />tech social networkers<br />48% <br />0%<br />June 15, 2010<br />
    9. 9. Australian online population in 2010<br />9 in 10have broadbandat home<br />Over 17 million Australians are online<br />40% use Internet while <br />watching TV<br /> They look at 92 domains <br />and 3,029 pages<br />THEY SPEND<br />22h hours online<br />15 hours watching TV<br />10.3h listening to radio<br />3.4h and 2.1h reading newspaper <br />and magazines<br />Source : Nielsen online consumer report Feb 2011<br />
    10. 10. Numbers<br />Agenda<br />Key Themes 2015:<br />NetBiscuits – Mobile Internet<br />RhoMobile – Building Apps<br />
    11. 11. Mobile Internet<br />
    12. 12. So why should we care?<br />
    13. 13. Australians are searching more from mobile devices<br />Android Nexus One<br />Mobile web adoption 8x faster than the desktop web <br />Moto Droid & Eris<br />12%of all Google queries in Dec 2010 came from mobile devices<br />Android myTouch<br />3,000% + growth in 3 years<br />iPhone 3GS<br />Palm Pre<br />Blackberry Storm<br />Android G1<br />iPhone 3G<br />iPhone<br />2008<br />2009<br />Source: Google Internal Data, based on a basket of 20,000 keywords<br />
    14. 14. People use their phone differently <br />Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’<br />
    15. 15. And they use it constantly throughout the week <br />Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile<br />Desktop Search Queries<br />Mobile Search Queries<br />Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010<br />
    16. 16. Most of the activity on mobiles is new.<br />
    17. 17. It’s not just iPhone.<br />
    18. 18. Largely driven by social media.<br />

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