Michael Boland Mobile Superforum Intro

1. First…What the Heck is a Superforum?
• Intro Data: The BIA/Kelsey Take
• Keynote: Surojit Chatterjee, Product Manager, Google
• Segment I: Mobile Local App Demos
• Segment II: Location and Monetization
• Segment III: Where to Begin? Apps, SMS & Mobile Web
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2. Our Sponsor: MLM
Contact: mtaylor@kelseygroup.com
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3. ILM: 9 Subscribe Now for Conference
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4. Top 5 Mobile Trends
1. Global Mobile Usage: The Leading Indicator
2. Hardware is Getting Smarter
3. Mobile = Local
4. Think Different: It’s not Just the Web on a Smaller
Screen
5. Mobile Product Options are Growing… What’s Your
Strategy?
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5. Trend # 1: Global Mobile Usage: A
Leading Indicator
Source: Morgan Stanley – Economy + Internet Trends Report, Oct 2009
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6. Mobile Internet Usage: In Perspective
Millions of Users
Source: comScore, eMarketer, CTIA, U.S. Census Bureau
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7. Trend #2: Hardware is Getting Smarter
Supporting Evidence
Verizon & T-Mobile: 40
percent of new
devices sold are smart
↑ 10.1 points
from 2008 phones
↑ 10.1 points
from Wave II Nielsen: Predicts 50
↓ 10.1 points
from 2008
percent Smartphone
penetration by mid-
2011
BIA/Kelsey Mobile Market View, Wave III
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 7
sample = 500. Methodology: Online. Cosponsor: ConStat.
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8. Likelihood of Purchasing a Smartphone
More than one-half of consumers using mobile devices report they are “Very
Likely” or “Somewhat Likely” to purchase a new smartphone within the next two
years.
Note: Percentages may not total 100 due to rounding.
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 8
sample = 500. Methodology: Online. Cosponsor: ConStat.
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9. Mobile Internet Access Exploding
• Users accessing mobile web >10 per week now represents one-fifth of the mobile population.
• Mean number of Internet accesses per month, for all users, doubled to 20.
Accesses per Month, by all Users
Mean Number of Internet
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 9
sample = 500. Methodology: Online. Cosponsor: ConStat.
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10. Trend #3: Mobile = Local
• Portability and location
awareness of mobile ~
Immediacy of local
• Google: 1/3 of mobile
searches are local.
• Volume of people who
access local content on
the mobile device is
32.5 million -- a 51
percent YoY increase
(comScore).
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11. Location-Based Services
About one-quarter of users report using, location aware services (such as
Twitter or Loopt) -- up almost 8 points from 2008.
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 11
sample = 500. Methodology: Online. Cosponsor: ConStat.
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12. Commercial Searches in Past Six Months
Searches for local products or services now exceed out-of-market searches by
a wide margin.
Out-of-market searches
Local searches
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 12
sample = 500. Methodology: Online. Cosponsor: ConStat.
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13. Trend # 4: Thinking Different
• Mobile isn’t just the web on a smaller screen
• Move beyond “What” and “Where”: Local discovery
• Voice and visual search
• Example: Shopsavvy
• New ad units?
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14. Trend #5: Mobile Product Options are
Growing…
• So you want to “get into” mobile?
• First step: Decide your goals (branding, clicks, foot traffic, etc.)
• Second step: choose a platform that meets those goals
• SMS, Mobile App, Mobile Website…
• Partly a numbers game: reach will always be a goal
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15. Now, A Company You May Have Heard
Of…
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