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TMK | Mobile Overview | March 2015

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We live in a multi-device world, and mobile is at the center.

This overview contains everything you could want to know about mobile. Enjoy!

Published in: Marketing
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TMK | Mobile Overview | March 2015

  1. 1. MOBILE OVERVIEW | MARCH 2015
  2. 2. WE LIVE IN A MULTI-DEVICE WORLD...
  3. 3. ...AND MOBILE IS AT THE CENTER
  4. 4. 4 IN 2000, THERE WERE 0.5 B PEOPLE ONLINE AND 0 SMARTPHONES 3.5 3.0 2.5 2.0 1.5 0.0 1.0 0.5 20001995 Billion People Online People Online Smartphones Source: ITU, a16z
  5. 5. 5 IN 2014, THERE WERE 3 B PEOPLE ONLINE AND 2 B SMARTPHONES 3.5 3.0 2.5 2.0 1.5 0.0 1.0 0.5 20001995 People Online Smartphones 2014 Billion People Online Source: ITU, a16z
  6. 6. 6 IN THE NEXT 5 YEARS, ANOTHER 1 B PEOPLE WILL COME ONLINE... THROUGH SMARTPHONES Source: ITU, a16z 5 4 3 2 0 1 20001995 2014 Billion People Online 2020 People Online Smartphones
  7. 7. 7 BY 2020, 80% OF ADULTS ON EARTH WILL HAVE A SMARTPHONE Source: World Bank, GSMA, a16z 8 7 6 5 4 0 3 2 ADULTSPOPULATION 2014 Growth to 2020 PCs Global Population (bn) 1 SMARTPHONESMOBILETV AUDIENCE
  8. 8. 8 THE SMARTPHONE INDUSTRY ALREADY DWARFS THE PC INDUSTRY Source: Gartner, Apple, Google, a16z PCs iOS & Android Quarterly Shipments (m) 300 250 200 150 100 0 50 MARCH 95 MARCH 97 MARCH 99 MARCH 01 MARCH 03 MARCH 05 MARCH 07 MARCH 09 MARCH 11 MARCH 13
  9. 9. 9 SMARTPHONES & TABLETS = 50% OF ALL CONSUMER ELECTRONICS Source: GfK, a16z Smartphone & Tablet Share of Global CE retail Revenue 50% 40% 30% 20% 10% 0% 2008 2009 2010 2011 2012 2013 2014
  10. 10. 10 45% OF ALL VIDEO PLAYERS ARE MOBILE AND ONLY 24% ARE TVS Source: Apple, Google, nokia, blackberry, displaysearch Global Install Base of Video Players TVs 24% iOS 13% Google Android 23% Chinese Android 9% PCs & Macs 30% WP/RIM 1%
  11. 11. 11 WHICH MEDIA WOULD CHILDREN MISS THE MOST? Source: Ofcom 100% 75% 50% 25% 0.0 BOYS OtherTV set ‘Media You Would Miss Most’. UK aged 11-15 Games ConsolePC GIRLS Mobile & Tablet
  12. 12. MOBILE IS THE “ENABLER” OF THE INTERNET OF THINGS
  13. 13. 13 WEARABLE TECH PEOPLE ACTUALLY WANT TO WEAR
  14. 14. 14 MOBILE INTELLIGENCE EMBEDDED IN CARS
  15. 15. 15 NEURAL CENTER OF THE CONNECTED HOME “THE TALK OF CES 2015” Consumers Intending to Buy Smart Home Devices in NEXT 12 Months U.S. Broadband Households
  16. 16. 16 PHYSICAL OBJECTS COME TO LIFE:
  17. 17. 17 WE ARE AT THE BEGINNING OF THE POST-PC ERA OF CONNECTIVITY AND MOBILE IS DRIVING IT
  18. 18. BUT WHY HAS MOBILE SEEN SUCH GROWTH?
  19. 19. 19 A NEW iPHONE HAS 625 TIMES MORE COMPUTING POWER THAN A 1995 PENTIUM Source: Apple, Intel, a16z A SMARTPHONE IS A SUPERCOMPUTER IN YOUR POCKET APPLE SOLD 25 TIMES MORE PROCESSING POWER DURING IPHONE LAUNCH WEEKEND THAN EXISTED IN ALL THE PCS ON EARTH IN 1995
  20. 20. 20 SMARTPHONES SELL TO EVERYONE. YES, EVERYONE AS INCOME FALLS, THE UTILITY OF MOBILE INCREASES Source: Ericsson, Mckinsey Sub-Saharan Africa Population Coverage 80% 70% 60% 50% 40% 0% 30% 20% CELLULAR COVERAGE 10% 3G COVERAGE NOW 3G COVERAGE BY 2019 ELECTRICITY MOBILE USERS
  21. 21. 21 BUT A SMARTPHONE IS ALSO INHERENTLY DIFFERENT AND MORE USEFUL THAN A PC: Source: Apple, Intel, a16z PERSONAL SOCIAL GOES EVERYWHERE SENSORS, CAMERAS, GPS, PAYMENTS AND MUCH, MUCH EASIER TO USE
  22. 22. 22 Source: Comscore Multi-platform & Mobile Metrix, us, June 2013 - June 2014 MOBILE APPS ARE OFTEN HIGHLY VERTICALIZED MARKETPLACES CONTAINING WILDLY SUPERIOR USER EXPERIENCES P.S. MORE TIME IS SPENT IN MOBILE APPS THAN ON ALL OF THE WEB GREAT EXPERIENCES WIN
  23. 23. 23 UBER Revenue is 100% mobile Revenue grew 300% in 2014 and is accelerating Gross revenue run rate of $10 B by end of 2015 Operates in 150 cities in 46 countries Source: Business Insider, Nov 2014 > > > >
  24. 24. 24 PANDORA 78% of total revenue comes from mobile Mobile revenue grew 52% year-over-year (Q3 2014) 3.9 billion hours of music listened via mobile (Q3) Source: Pandora Q3 2014 Financial Results > > >
  25. 25. 25 AMAZON 86 million mobile users each month 41% of audience is coming via mobile only 60% of 2014 holiday sales were on mobile Total holiday sales via app doubled in 2014 Source: TechCrunch, Dec 2014 > > > >
  26. 26. 26 STARBUCKS mobile is 20% of total US revenue 7 million mobile payment transactions per week New COO is former technology pioneer Source: WSJ, Jan 2015 > > >
  27. 27. MEDIA - DISRUPTIONS & IMPLICATIONS
  28. 28. 28 Mobile connects — digital & physical experiences, devices, media Every brand has mobile “moments” with their customers — good or bad Mobile increases opportunities for all media channels New mobile platforms will create new user experiences and moments 4 IMPORTANT THINGS ABOUT MOBILE & MEDIA 1: 2: 3: 4:
  29. 29. 29 The Retail Example
  30. 30. 30 OLD SHOPPING MODEL AWARENESS CONSIDERATION PURCHASE
  31. 31. 31 PURCHASE MOBILE DISRUPTION IN RETAIL CONSIDERATION AWARENESS CONSIDERATION CONSIDERATION PURCHASE AWARENESS PURCHASE CONSIDERATION AWARENESS CONSIDERATION PURCHASE ADVOCACY AWARENESS ADVOCACY AWARENESS T.V., PRINT CONSIDERATION ASK A FAMILY MEMBER PURCHASE IN STORE THE NEW MOBILE PURCHASE FUNNEL COMBINES AWARENESS, CONSIDERATION, PURCHASE & ADVOCACY INTO ONE EXPERIENCE THAT TRAVELS WITH YOU ANYWHERE, ANYTIME PAST PRESENT SHOPKICK - USES GEO FENCING TO PROVIDE SHOPPERS DEALS WHILE IN-STORE SHOPKICK - USES GEO FENCING TO PROVIDE SHOPPERS DEALS WHILE IN-STORE REDLASER - BARCODE SCANNER. PRICE COMPARE INSTANTLY WITH TOP TIER RETAILERS FANCY - COMBINES PINTEREST AND MOBILE ECOMMERCE
  32. 32. 32 MOBILE DISRUPTION IN RETAIL PURCHASE AWARENESS ADVOCACY CONSIDERATION PURCHASE CONSIDERATION ADVOCACY MOBILE EMPOWERS SHOPPERS AND MAKES BRAND ADVOCACY POSSIBLE, IN REAL-TIME
  33. 33. 33 MOBILE LANDSCAPE CONSIDERATION BANK/PAY GET SMARTER EAT/DRINK COMMUNICATE WATCH/LEARN/LISTEN GAME TRAVEL ZOCDOC MD LIVE AETNA MY FITNESS PAL DOC ON DEMAND WEB MD KAISER PERMANENTE FITBIT LIVE HEALTHIER DOWNCAST SPOTIFY PANDORA FLIPBOARD NETFLIX NYTIMES YOUTUBE FACEBOOK YOUTUBE GMAIL INSTAGRAM WHATSAPP TWITTER SKYPE SNAPCHAT GOOGLE+ VINE PINTEREST LINKEDIN CHASE CAPITAL ONE MINT VENMO GOOGLE WALLET SEARCH GOOGLE MAPS GOOGLE TRANSLATE EVERNOTE WEATHER CHANNEL CAMERA DROPBOX SEEMLESS YELP OPEN TABLE STARBUCKS FOOD NETWORK MY RECIPE BOOK UBER KAYAK HOTELS TRAVELOCITY WAZE THE EXTENT OF MOBILE DISRUPTION HAS ONLY SCRATCHED THE SURFACE
  34. 34. THE MOBILE TECH STACK
  35. 35. 35 MOBILE STACK 2 CREATIVE Native Dynamic Video ANALYTICSTARGETING Location (GPS) Cross-device Attribution In Store (Beacon) Retail POS Cross-media Attribution
  36. 36. 36 Creative Native
  37. 37. 37
  38. 38. 38 Creative Dynamic
  39. 39. 39
  40. 40. 40
  41. 41. 41 Creative Video
  42. 42. 42
  43. 43. 43
  44. 44. 44 Targeting Location (GPS)
  45. 45. 45 product: Place Visit Rate (PVR) PVR = # of exposed devices observed in location # of exposed devices
  46. 46. 46 Targeting In-Store (Beacon)
  47. 47. 47
  48. 48. 48
  49. 49. 49 Analytics Cross-Device Attribution
  50. 50. 50 How It Works
  51. 51. 51 We’re Building The Technology That Maps The Cross-device World.
  52. 52. 52 Analytics Cross-Media Attribution
  53. 53. 53 product: Online Campaign Ratings (OCR) Cross-Platform Campaign Ratings (XCR) OCR: next-day view of online & mobile audience XCR: unduplicated cross-platform reach
  54. 54. 54 product: PIQ PrimeTime HH set-top box data from Rentrak is merged with location analytics from PlaceIQ Target consumers when they are mobile and on-the-go, based on their TV viewership
  55. 55. 55 Analytics Retail Point-of-Sale
  56. 56. 56 connect: target: determine: determine: TV viewing data to mobile devices in same HH Those TV viewers when they are near retail Whether consumers actually visit the stores Whether store visits resulted in purchases
  57. 57. THANK YOU

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