Getting the Formula Right: <br />Success through the mobile channel<br />Nicholas Oliver, Creative Technology & Account Ma...
early<br />adopter<br />#ceas2011<br />@precedentcomms<br />@nicoliver86<br />
What is mobile?<br />Showcase<br />Dragons’ Den<br />Getting started<br />
What is mobile?<br />Showcase<br />Dragons’ Den<br />Getting started<br />
Motorola DynaTAC 8000X<br />1973<br /><ul><li>phone
address book</li></ul>Length: 1’ 1” <br />£2,440<br />£11,800<br />
Motorola DynaTAC 8000X<br />BellSouth<br />Simon<br />1973<br />1992<br /><ul><li>fax
pager
email</li></ul>Length: 9” <br />£548<br />£870<br />
Motorola DynaTAC 8000X<br />BellSouth<br />Simon<br />HTC-Android<br />Desire<br />1973<br />1992<br />2011<br /><ul><li>mp3
video
3d games</li></ul>Length: >5” <br />£250<br />
Source: eConsultancy 2011<br />6.9 billion<br />1.6 billion<br />1.2 billion<br />1 billion<br />
Source: eConsultancy 2011<br />6.9 billion<br />5.2 billion<br />1.6 billion<br />1.2 billion<br />1 billion<br />
Source: Portio Research, January 2011 <br />In 2001, 20 billion SMS messages were sent worldwide. <br />
Source: Portio Research, January 2011 <br />In 2001, 20 billion SMS messages were sent worldwide. <br />6.9<br />In 2010, ...
Source: National Literacy Trust<br />85%<br />73%<br />
Source: Motorola June 2010<br />1in10<br />people have a phone that is kept secret from other family members.<br />
Source: Telenav 2011<br />Almost half of teen smartphone users claim to use it in the bathroom/toilet<br />
Source: Telenav 2011<br />1in3<br />would be more willing to give up sex for a week than their mobile phone<br />
who<br />what<br />is using<br />
Global share of smartphone sales by OS<br />Share of worldwide 2011 Q2 smartphone sales to end users by operating system.<...
Global share of smartphone sales by OS<br />Share of worldwide 2011 Q2 smartphone sales to end users by operating system.<...
Source: Canalsys<br />In fact,<br />is growing<br />886% <br />YoY<br />
Smartphone brand choice amongst users<br />
Smartphone brand choice amongst teenagers<br />Source: Ofcom omnibus research, March 2011<br />Base: Total GB adults aged ...
Smartphone brand choice ABC1 / C2DE<br />Source: Ofcom omnibus research, March 2011<br />Base: Total GB adults aged 16+ wi...
Source: Ofcom Omnibus Research March 2011 <br />41%<br />of teen smartphone users are on a contract<br />
Hype Cycle - 2011<br />
QR<br />codes<br />
QR Code Hype Cycle Interpretation <br />
Mobile only Internet growth prediction<br />14 m<br />
Mobile only Internet growth prediction<br />788 m<br />14 m<br />
57%<br />
mobile<br />website<br />
mobile<br />website<br /><ul><li>All phones with internet browser
Basic HTML/CSS
Requires signal/connection</li></li></ul><li>
web app<br />mobile<br />
mobile<br />mobile<br />web app<br />website<br /><ul><li>All phones with internet browser
Basic HTML/CSS
Requires signal/connection
Modern smartphones
Device specific functionality
HTML5 locally cached data</li></li></ul><li>
mobile<br />native app<br />
mobile<br />mobile<br />mobile<br />web app<br />website<br />native app<br /><ul><li>All phones with internet browser
Basic HTML/CSS
Requires signal/connection
Modern smartphones
Device specific functionality
HTML5 locally cached data
Custom app per device / OS
Full native hardware access
Superior UX & speed</li></li></ul><li>
What is mobile?<br />Showcase<br />Dragons’ Den<br />Getting started<br />
Link to BEP 360 review video<br />http://www.youtube.com/watch?v=50p1HVdHQu8<br />
Link to Nike+ TAG advert<br />http://www.youtube.com/watch?v=nlwNvCEFL8A<br />
What is mobile?<br />Showcase<br />Dragons’ Den<br />Getting started<br />
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Success through the mobile channel: Getting the formula right - CASE Europe Conference, 2011

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A brief presentation from the CASE Europe Annual Conference 2011.
The presentation looks at what the mobile channel actually is, with some statistics surrounding smartphone usage in teenage demographics.
It is then followed by some cross sector showcase examples of mobile apps, followed up by a Dragons' Den style showcase of potential apps that would serve good value within the education sector.
The presentation finishes with an approach for getting started with the mobile channel.

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  • Success through the mobile channel: Getting the formula right - CASE Europe Conference, 2011

    1. 1. Getting the Formula Right: <br />Success through the mobile channel<br />Nicholas Oliver, Creative Technology & Account Manager<br />CASE Europe Annual Conference<br />31 August 2011<br />
    2. 2. early<br />adopter<br />#ceas2011<br />@precedentcomms<br />@nicoliver86<br />
    3. 3.
    4. 4. What is mobile?<br />Showcase<br />Dragons’ Den<br />Getting started<br />
    5. 5. What is mobile?<br />Showcase<br />Dragons’ Den<br />Getting started<br />
    6. 6. Motorola DynaTAC 8000X<br />1973<br /><ul><li>phone
    7. 7. address book</li></ul>Length: 1’ 1” <br />£2,440<br />£11,800<br />
    8. 8. Motorola DynaTAC 8000X<br />BellSouth<br />Simon<br />1973<br />1992<br /><ul><li>fax
    9. 9. pager
    10. 10. email</li></ul>Length: 9” <br />£548<br />£870<br />
    11. 11. Motorola DynaTAC 8000X<br />BellSouth<br />Simon<br />HTC-Android<br />Desire<br />1973<br />1992<br />2011<br /><ul><li>mp3
    12. 12. video
    13. 13. 3d games</li></ul>Length: >5” <br />£250<br />
    14. 14. Source: eConsultancy 2011<br />6.9 billion<br />1.6 billion<br />1.2 billion<br />1 billion<br />
    15. 15. Source: eConsultancy 2011<br />6.9 billion<br />5.2 billion<br />1.6 billion<br />1.2 billion<br />1 billion<br />
    16. 16. Source: Portio Research, January 2011 <br />In 2001, 20 billion SMS messages were sent worldwide. <br />
    17. 17. Source: Portio Research, January 2011 <br />In 2001, 20 billion SMS messages were sent worldwide. <br />6.9<br />In 2010, SMS sending increased to<br />trillion<br />
    18. 18. Source: National Literacy Trust<br />85%<br />73%<br />
    19. 19. Source: Motorola June 2010<br />1in10<br />people have a phone that is kept secret from other family members.<br />
    20. 20. Source: Telenav 2011<br />Almost half of teen smartphone users claim to use it in the bathroom/toilet<br />
    21. 21. Source: Telenav 2011<br />1in3<br />would be more willing to give up sex for a week than their mobile phone<br />
    22. 22. who<br />what<br />is using<br />
    23. 23.
    24. 24.
    25. 25.
    26. 26.
    27. 27. Global share of smartphone sales by OS<br />Share of worldwide 2011 Q2 smartphone sales to end users by operating system.<br />Source: Wikipedia, Gartner - http://en.wikipedia.org/wiki/Gartner<br />
    28. 28. Global share of smartphone sales by OS<br />Share of worldwide 2011 Q2 smartphone sales to end users by operating system.<br />Source: Wikipedia, Gartner - http://en.wikipedia.org/wiki/Gartner<br />
    29. 29. Source: Canalsys<br />In fact,<br />is growing<br />886% <br />YoY<br />
    30. 30. Smartphone brand choice amongst users<br />
    31. 31. Smartphone brand choice amongst teenagers<br />Source: Ofcom omnibus research, March 2011<br />Base: Total GB adults aged 16+ with a smartphone (n = 474). <br /> Total GB teens aged 12 – 15 with a smartphone (n = 243)<br />
    32. 32. Smartphone brand choice ABC1 / C2DE<br />Source: Ofcom omnibus research, March 2011<br />Base: Total GB adults aged 16+ with a smartphone (n = 474). <br /> Total GB teens aged 12 – 15 with a smartphone (n = 243)<br />
    33. 33. Source: Ofcom Omnibus Research March 2011 <br />41%<br />of teen smartphone users are on a contract<br />
    34. 34.
    35. 35. Hype Cycle - 2011<br />
    36. 36.
    37. 37. QR<br />codes<br />
    38. 38.
    39. 39. QR Code Hype Cycle Interpretation <br />
    40. 40. Mobile only Internet growth prediction<br />14 m<br />
    41. 41. Mobile only Internet growth prediction<br />788 m<br />14 m<br />
    42. 42. 57%<br />
    43. 43.
    44. 44.
    45. 45. mobile<br />website<br />
    46. 46. mobile<br />website<br /><ul><li>All phones with internet browser
    47. 47. Basic HTML/CSS
    48. 48. Requires signal/connection</li></li></ul><li>
    49. 49. web app<br />mobile<br />
    50. 50. mobile<br />mobile<br />web app<br />website<br /><ul><li>All phones with internet browser
    51. 51. Basic HTML/CSS
    52. 52. Requires signal/connection
    53. 53. Modern smartphones
    54. 54. Device specific functionality
    55. 55. HTML5 locally cached data</li></li></ul><li>
    56. 56. mobile<br />native app<br />
    57. 57. mobile<br />mobile<br />mobile<br />web app<br />website<br />native app<br /><ul><li>All phones with internet browser
    58. 58. Basic HTML/CSS
    59. 59. Requires signal/connection
    60. 60. Modern smartphones
    61. 61. Device specific functionality
    62. 62. HTML5 locally cached data
    63. 63. Custom app per device / OS
    64. 64. Full native hardware access
    65. 65. Superior UX & speed</li></li></ul><li>
    66. 66. What is mobile?<br />Showcase<br />Dragons’ Den<br />Getting started<br />
    67. 67.
    68. 68.
    69. 69.
    70. 70.
    71. 71. Link to BEP 360 review video<br />http://www.youtube.com/watch?v=50p1HVdHQu8<br />
    72. 72.
    73. 73.
    74. 74. Link to Nike+ TAG advert<br />http://www.youtube.com/watch?v=nlwNvCEFL8A<br />
    75. 75. What is mobile?<br />Showcase<br />Dragons’ Den<br />Getting started<br />
    76. 76.
    77. 77.
    78. 78.
    79. 79.
    80. 80.
    81. 81.
    82. 82.
    83. 83. University<br />of <br />
    84. 84.
    85. 85.
    86. 86. What is mobile?<br />Showcase<br />Dragons’ Den<br />Getting started<br />
    87. 87.
    88. 88.
    89. 89.
    90. 90.
    91. 91.
    92. 92. “If you don’t know me mobile by now, you will never nevernever know me mobile”<br />Source: Simply Red, Manchester<br />
    93. 93. “Put your best people on mobile”<br />Eric Schmidt, ex-CEO Google<br />
    94. 94. Thank you<br />Questions?<br />CASE Europe Annual Conference 2011<br />Nicholas Oliver – Creative Technology & Account Manager<br />@precedentcomms / @nicoliver86 <br />

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