The Drum 4 Minute Warning presentation "When Small Content Becomes Big Business"

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Why campaigns adjusted for the individual are more likely to succeed in the hyper-personal medium of mobile.

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The Drum 4 Minute Warning presentation "When Small Content Becomes Big Business"

  1. 1. @oisinlunny
  2. 2. The  evolu0on  of  small  tech  in  my  life... Proprietary  &  Confiden0al  to  OpenMarket
  3. 3. The  evolu0on  of  small  tech  in  my  life...
  4. 4. The  evolu0on  of  small  tech  in  my  life... Proprietary  &  Confiden0al  to  OpenMarket
  5. 5. The  evolu0on  of  small  tech  in  my  life... h>p://www.vintagesynth.com
  6. 6. The  evolu0on  of  small  tech  in  my  life... h>p://upload.wikimedia.org/wikipedia/commons/7/78/Floppy_disc.jpg
  7. 7. The  evolu0on  of  small  tech  in  my  life... Proprietary  &  Confiden0al  to  OpenMarket
  8. 8. The  evolu0on  of  small  tech  in  my  life... Proprietary  &  Confiden0al  to  OpenMarket
  9. 9. The  evolu0on  of  small  tech  in  my  life... Proprietary  &  Confiden0al  to  OpenMarket
  10. 10. The  evolu0on  of  small  tech  in  my  life... Proprietary  &  Confiden0al  to  OpenMarket
  11. 11. Mobile  is  radically  disrup0ve 2  years  old 13  employees Bought  for  $1  billion Proprietary  &  Confiden0al  to  OpenMarket 124  years  old 17,000  employees Chapter  11  bankruptcy  
  12. 12. Worldwide  smartphone  ac0va0ons… …outnumber  child  births  three  to  one. Proprietary  &  Confiden0al  to  OpenMarket
  13. 13. One  in  three  would… …give  up  sex  for  smartphone  access. Proprietary  &  Confiden0al  to  OpenMarket Telenav  survey  July  2011
  14. 14. What  would  you  give  up…? Would  choose  daily  use  of  mobile  phone  over  daily  use   of  ___________,  if  forced  to  choose.   •Alcohol  70  percent •Chocolate  63  percent •Caffeine  55  percent •Exercise  54  percent •Sex  33  percent •Toothbrush  22  percent •Shoes  21  percent Proprietary  &  Confiden0al  to  OpenMarket Telenav  survey  July  2011
  15. 15. Addicted  to  our  smartphones? 80% …more  likely  to  cause   traffic  accidents  than   alcohol  due  to  its   distrac<ng  nature Proprietary  &  Confiden0al  to  OpenMarket Telenav  survey  July  2011
  16. 16. Addicted  to  our  smartphones? 35% …of  adults  with   families  regularly   check  their  phone  at   the  dinner  table Proprietary  &  Confiden0al  to  OpenMarket Telenav  survey  July  2011
  17. 17. Addicted  to  our  smartphones? 66% …of  smartphone   owners  sleep  with   their  phone  next  to   them Proprietary  &  Confiden0al  to  OpenMarket Telenav  survey  July  2011
  18. 18. Addicted  to  our  smartphones? 66% …and  look  at  it  just   before  sleeping  and   first  thing  when   they  wake  in  the   morning Proprietary  &  Confiden0al  to  OpenMarket Telenav  survey  July  2011
  19. 19. Addicted  to  our  smartphones? 48% …admit  to  ending   a  rela<onship  via   text  message,   email,  Facebook  or   TwiDer Proprietary  &  Confiden0al  to  OpenMarket Telenav  survey  July  2011
  20. 20. Addicted  to  our  smartphones? Mobile   phones  have   moved   beyond  a   necessity  into   an  addic3on   Proprietary  &  Confiden0al  to  OpenMarket
  21. 21. Liberated  by  our  smartphones! Proprietary  &  Confiden0al  to  OpenMarket
  22. 22. Micro-­‐content... h>p://www.theguardian.com/media-­‐network/media-­‐network-­‐blog/2013/dec/03/micro-­‐content-­‐mobile-­‐big-­‐business
  23. 23. Gerd  Leonhard h>p://www.futuristgerd.com/
  24. 24. Adver0sing  on  mobiles? h>p://news.thomasnet.com/green_clean/2012/10/25/report-­‐industry-­‐is-­‐main-­‐culprit-­‐of-­‐pollu0on-­‐problems-­‐in-­‐developing-­‐countries/
  25. 25. Adver0sing  on  mobiles? h>p://newint.org
  26. 26. Adver0sing  on  wearables? h>p://news.thomasnet.com/green_clean/2012/10/25/report-­‐industry-­‐is-­‐main-­‐culprit-­‐of-­‐pollu0on-­‐problems-­‐in-­‐developing-­‐countries/
  27. 27. Mobile  “breaks”  current  ad  model Proprietary  &  Confiden0al  to  OpenMarket
  28. 28. Back  to  Gerd... “Good  brands   like  RedBull,   Nike  and  Amex   are  already   becoming   broadcasters,   every  brand  is   becoming  a  TV   producer  now.” h>p://www.futuristgerd.com/
  29. 29. Its  about  a>en0on,  not  distribu0on! h>p://www.futuristgerd.com/2013/12/03/why-­‐micro-­‐content-­‐is-­‐big-­‐business-­‐some-­‐of-­‐my-­‐ comments-­‐via-­‐oisin-­‐lunny-­‐and-­‐theguardian-­‐its-­‐about-­‐distribu0on-­‐not-­‐a>en0on/
  30. 30. Its  about  a>en0on,  not  distribu0on! h>ps://twi>er.com/KimmiCFlatWorld/status/407983779861381120
  31. 31. Data  is  the  currency... h>p://poli0calhumor.about.com/library/bl-­‐NSA-­‐spying.htm
  32. 32. B.  Bonin  Bough VP  Global   Media  and   Consumer   Engagement  at   Mondelēz   Interna<onal h>p://bboninbough.com
  33. 33. B.  Bonin  Bough “Mobile   devices  are  as   addic<ve  as   cocaine.” h>p://julesrulesyourradio.wordpress.com/category/coke-­‐rap-­‐friday/
  34. 34. How  to  reach  consumers? h>p://bboninbough.com
  35. 35. Mobile  is  Silo  Smashing Proprietary  &  Confiden0al  to  OpenMarket
  36. 36. Mobile  is  Silo  Smashing Proprietary  &  Confiden0al  to  OpenMarket
  37. 37. But  mobile  is  also  the  glue!
  38. 38. Silo  Smashing Proprietary  &  Confiden0al  to  OpenMarket
  39. 39. Keep  it  Simple  At  The  Start... Proprietary  &  Confiden0al  to  OpenMarket
  40. 40. Campaigns  -­‐>  mobile  user  journey h>p://en.wikipedia.org/wiki/File:Caesar-­‐dot-­‐to-­‐dot.svg  /  h>p://www.lightningrodlabs.com/wp-­‐content/uploads/2010/12/silo9-­‐1024x576.jpg
  41. 41. OpenMarket Proprietary  &  Confiden0al  to  OpenMarket
  42. 42. Mobile  Engagement  Plahorm Your Systems OpenMarket’s MEP Your audience 1 2 3 1 2 3 Service  edi0ng  via  drag  and  drop  or  APIs The  workflow  engine  processes  services,  simplifies  data  integra0ons  to  your  preferred   business  systems  (CRM,  analy0cs,  other  web  services)  and  generates  reports Mul0-­‐channel  support  including  SMS,  MMS,  Push,  Email,  Voice  &  IVR  ensures  the  right   message  is  sent  via  the  preferred  method   Proprietary  &  Confiden0al  to  OpenMarket
  43. 43. OpenMarket  customer  &  partners Customers Proprietary  &  Confiden0al  to  OpenMarket
  44. 44. Consumers  not  a>ached  to  old  formats h>p://www.forcesofgeek.com/2013/04/yazoo-­‐records-­‐delivers-­‐us-­‐stuff-­‐that.html
  45. 45. So  is  mobile  central  to  your  strategy  or... h>p://www.torontolife.com/informer/toronto-­‐poli0cs/2013/06/03/rob-­‐ford-­‐crack-­‐o-­‐meter-­‐3/
  46. 46. Merry  Christmas  2013  style! h>ps://twi>er.com/Gequeoman/status/406485957442285568/photo/1 h>ps://twi>er.com/QuantumPirate/status/407439281989640192
  47. 47. Contact  OpenMarket sales-­‐uk@openmarket.com        @OpenMarket OpenMarket www.openmarket.com or  text  “SALES”  to  88600

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