Australian Mobile Landscape - a 2009 overview


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Presentation given to Mobile Mondays Adelaide (a fairly digitally sophisticated audience) on the mobile landscape, advertising, marketing, changes, developments etc.
Touch on some example of good and bad behaviour. (Note: Qantas have since repaired their iPhone site - but it did take about 3 months!)

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  • Australian Mobile Landscape - a 2009 overview

    1. 1. (aka: I steal (old media) content and I vote)
    2. 2. <ul><li>First there was television, or rather: </li></ul>+
    3. 3. <ul><li>Which started off as (and in many cases remained): </li></ul>+
    4. 5. <ul><li>Lots of talk about “the mobile internet”…. </li></ul>Kinda sounds like “radio with pictures “ to me
    5. 6. <ul><li>8.55m 3G handsets (December 08) </li></ul><ul><ul><li>Up 88% on a year ago </li></ul></ul><ul><li>17m iPhone sold world-wide (10m 3G) </li></ul><ul><li>iPhone equates to 1.1% of all handsets </li></ul><ul><ul><li>Blackberry equates to 1.9% </li></ul></ul><ul><li>AdMobs ad serving: </li></ul><ul><ul><li>33% to smart phones </li></ul></ul><ul><ul><li>10.4% to iPhones </li></ul></ul><ul><li>O2 had 400% increase in data traffic from 3G </li></ul><ul><ul><li>ARPU only $4.35 (hard to monetise outside of SMS) </li></ul></ul><ul><li>$25b global mobile content market </li></ul>
    6. 7. <ul><li>iPhone might reach 1.5% of Aussie handsets </li></ul><ul><ul><li>But to won’t become Most Desirable for GenC </li></ul></ul><ul><li>We will see mobile as consumer portal take off </li></ul><ul><ul><li>But only when the budget moves from marketing </li></ul></ul><ul><li>We will see mobile advertising work (and more bluetooth) </li></ul><ul><ul><li>If we account for what consumers are doing </li></ul></ul><ul><li>We might start to get true personalisation </li></ul><ul><ul><li>If we start to think ‘consumer’ first </li></ul></ul><ul><li>We’ll get a surprising new handset this year </li></ul><ul><ul><li>That might be an iPhone killer </li></ul></ul><ul><li>We’ll start to value open source (with good UI) </li></ul><ul><ul><li>But we’ll still be addicted to iPhones…. </li></ul></ul><ul><li>We’ll talk more about mobile augmented reality </li></ul><ul><ul><li>And realise that QR codes are dead….. </li></ul></ul>
    7. 8. <ul><li>21.5m mobile phones </li></ul><ul><li>5m 3G handsets </li></ul><ul><li>30% rich media devices </li></ul><ul><li>< 1.5% iPhone </li></ul>
    8. 9. <ul><li>Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck . </li></ul><ul><li>Wikipedia (April 2007) </li></ul>
    9. 10. <ul><li>Most ubiquitous device (ever) </li></ul><ul><li>Responded to very quickly (96% SMS read in 20 mins) </li></ul><ul><li>On 24 x 7, nearby and accessed often </li></ul><ul><li>Communication, content and utility </li></ul><ul><li>Response to mobile advertising incredible: </li></ul><ul><ul><li>3% - 7% response rate </li></ul></ul><ul><ul><li>10% - 20% conversation rate </li></ul></ul><ul><ul><li>6 times the ROI on mobile compared to other forms </li></ul></ul><ul><li>We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices </li></ul>
    10. 11. <ul><li>Masking of number with name (doesn’t let me call back or cancel) </li></ul><ul><li>Text heavy </li></ul><ul><li>How relevant is the offer? </li></ul><ul><li>Note: Osbourne Park WA </li></ul>
    11. 12. <ul><li>First, recognise your handset </li></ul>
    12. 13. And the size of the pointing device….
    13. 14. <ul><li>Ad slides as page is moved </li></ul>
    14. 15. <ul><li>New York Times application </li></ul><ul><li>Ad is placed a bottom of the screen </li></ul><ul><li>And remains there as you scroll down </li></ul>
    15. 16. <ul><li>Has to be about context </li></ul><ul><ul><li>Location is one thing, intent, community and commerce </li></ul></ul><ul><li>Consider time of day/day of week/previous action </li></ul><ul><ul><li>Build a relationship, not a series of independent pokes </li></ul></ul><ul><li>More interesting - use of existing mobile devices as intelligent sensors </li></ul><ul><ul><li>GPS plus (time) in a car = traffic flows </li></ul></ul><ul><ul><li>GPS plus (temperature) = instant local weather </li></ul></ul><ul><ul><li>User activity = context and relevance </li></ul></ul>
    16. 18. <ul><li>GPS systems </li></ul><ul><li>Music Players </li></ul><ul><li>Watches </li></ul><ul><li>Book readers </li></ul><ul><li>Cameras </li></ul>
    17. 19. <ul><li>Don’t restrict the content </li></ul><ul><ul><li>Just manage the navigation and presentation </li></ul></ul><ul><li>Think of your consumer *first* </li></ul><ul><ul><li>What will they be doing? Where? Moving? </li></ul></ul><ul><li>Tailor your sites for your audience </li></ul><ul><ul><li>Not just iPhone, but not WAP 1.0 either </li></ul></ul><ul><li>If cross-platform (online and mobile) </li></ul><ul><ul><li>Allow a single log in for consistent experience </li></ul></ul><ul><li>Personalise, tailor, make unique, deliver </li></ul><ul><ul><li>Remember your customers and show you remember </li></ul></ul>
    18. 25. <ul><li>Common low data rate for mobile </li></ul><ul><ul><li>If we complain about broadband speeds… </li></ul></ul><ul><li>Mobile as consumer engagement channel </li></ul><ul><ul><li>Not just a marketing tool (which budget?) </li></ul></ul><ul><li>Dramatically better (behavioural) tracking </li></ul><ul><ul><li>Did I mention context? Or personalisation? </li></ul></ul><ul><li>Wholesale (and understood) data rate </li></ul><ul><ul><li>Make advertisers pay for watching their content </li></ul></ul><ul><li>Smarter mobile services </li></ul><ul><ul><li>And more than iPhone please! </li></ul></ul>
    19. 26. <ul><li>We enhance narratives into the digital world </li></ul><ul><ul><li>Build sites and destinations, back story, pre story </li></ul></ul><ul><li>We engage with a new generation of audience </li></ul><ul><ul><li>Your content on the desktop, in their hand </li></ul></ul><ul><li>We create interactive content </li></ul><ul><ul><li>Related links and content specific creations </li></ul></ul><ul><li>We build new revenue streams </li></ul><ul><ul><li>Determine the business model, define ROI, negotiate deals </li></ul></ul><ul><li>We write digital strategies for traditional media projects </li></ul><ul><ul><li>For other screens, pockets, devices or across social media </li></ul></ul>
    20. 27. Ray Kurzweil (and it’s true…..) Jennifer Wilson