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marketing in mobilecentric societies<br />susanmacdermid<br />president, dmg :: digital<br />march 20th, 2011<br />
pre-mobile centric society<br />234 million mobile users<br />61.5 million smart phone users & growing rapidly<br />mobile...
mobile centric societies<br />81 million internet users (7%) vs 507 million mobile phones (41%)<br />20% vs 57%<br />32% v...
128 million people<br />
109 million mobile subscribers<br />
85%+ on 3G<br />
49% on flat-rate data plans<br />
best mobilecontentrevenuemodels<br />50-70%<br />most countries<br />
mobile examples<br />Twitter NR building<br />Twitter Georgia coffee campaign<br />iButterfly AR platform<br />“sekai” wor...
identity amongst ubiquitous signage?<br />use mobile devices to read QR codes to browse shop info, make reservations and d...
live buildings<br />
georgia coffee BLUX Twitterpromo <br />product:<br />re-sealable canned espresso<br />message:<br />good things are to be ...
Twitter novel told little by little<br />TV & print ads end with … continued on Twitter<br />Nobunaga was the famous samur...
iButterfly AR platform by Dentsu<br />http://www.youtube.com/watch?v=vEE6M0iW-Nw<br />
“sekai” world camera<br />100,000 downloads in first 4 days<br />1 million downloads<br />Tonchidot’s AR app is installed ...
“sekai” world camera<br />
“sekai” world camera for the iPad<br />
McDonald’s LBS coupon app<br /><ul><li>LBS mobile coupons for 16 million subscribers
hundreds of millions of mobile coupons redeemed
offers target by age, gender, kids
offers are hyper-local, store-based</li></li></ul><li>mobilecoupons<br />Coca-Cola Japan members print coupons or show cou...
mobilevending<br />pay with either cash or mobile phones<br />Coca-Cola Japan - 85,000 vending machines that accept mobile...
star trek mobile game<br />
SoLAR mobile gaming platform<br />a social, AR gaming platform for developers which combines LBS, AR, social play, and mob...
http://www.youtube.com/watch?v=GMqu1ak3VX0&NR=1<br />0.02 sagami condom<br />
love distance sagami<br />
split screen male/female<br />
hold phones close together – dual screens collapse into one<br />
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2011 03-i mmbc-asianmobileadvertising

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2011 03-i mmbc-asianmobileadvertising

  1. 1. marketing in mobilecentric societies<br />susanmacdermid<br />president, dmg :: digital<br />march 20th, 2011<br />
  2. 2. pre-mobile centric society<br />234 million mobile users<br />61.5 million smart phone users & growing rapidly<br />mobile internet surpasses PC internet in 2013<br />mobile market worth $1.5 billion in 2013<br />
  3. 3. mobile centric societies<br />81 million internet users (7%) vs 507 million mobile phones (41%)<br />20% vs 57%<br />32% vs 86%<br />5% vs 66%<br />India<br />China<br />Brazil<br />Indonesia<br />
  4. 4. 128 million people<br />
  5. 5. 109 million mobile subscribers<br />
  6. 6. 85%+ on 3G<br />
  7. 7. 49% on flat-rate data plans<br />
  8. 8. best mobilecontentrevenuemodels<br />50-70%<br />most countries<br />
  9. 9. mobile examples<br />Twitter NR building<br />Twitter Georgia coffee campaign<br />iButterfly AR platform<br />“sekai” world camera<br />“sekai” for the iPad<br />McDonald’s LBS coupons<br />mobile vending<br />Star Trek mobile game<br />SoLAR mobile gaming platform<br />Sagami condom campaign<br />
  10. 10. identity amongst ubiquitous signage?<br />use mobile devices to read QR codes to browse shop info, make reservations and download coupons<br />use mobile to display virtual information specific to the building in a manner that enhances the physical<br />next up the QR codes disappear and reveal those inside who want to be seen via their Twitter streams<br />
  11. 11. live buildings<br />
  12. 12. georgia coffee BLUX Twitterpromo <br />product:<br />re-sealable canned espresso<br />message:<br />good things are to be consumed little by little<br />creative solution:<br />Twitter novel released little by little<br />
  13. 13. Twitter novel told little by little<br />TV & print ads end with … continued on Twitter<br />Nobunaga was the famous samurai who united Japan <br />
  14. 14. iButterfly AR platform by Dentsu<br />http://www.youtube.com/watch?v=vEE6M0iW-Nw<br />
  15. 15. “sekai” world camera<br />100,000 downloads in first 4 days<br />1 million downloads<br />Tonchidot’s AR app is installed on 30% of all iPhones in Japan<br />this iPhone app is now in 90 countries <br />the Android version is in 20+ countries<br />
  16. 16. “sekai” world camera<br />
  17. 17. “sekai” world camera for the iPad<br />
  18. 18. McDonald’s LBS coupon app<br /><ul><li>LBS mobile coupons for 16 million subscribers
  19. 19. hundreds of millions of mobile coupons redeemed
  20. 20. offers target by age, gender, kids
  21. 21. offers are hyper-local, store-based</li></li></ul><li>mobilecoupons<br />Coca-Cola Japan members print coupons or show coupons to retailer on their mobile screen<br />various partners:<br />MacDonald’s (fast food)<br />Domino’s (home delivery)<br />
  22. 22. mobilevending<br />pay with either cash or mobile phones<br />Coca-Cola Japan - 85,000 vending machines that accept mobile payments<br />mobile-money usage has grown to over $2 billion<br />
  23. 23. star trek mobile game<br />
  24. 24. SoLAR mobile gaming platform<br />a social, AR gaming platform for developers which combines LBS, AR, social play, and mobile payment<br />tools to integrate Twitter, Facebook, and payment features for iPhone and Android<br />
  25. 25. http://www.youtube.com/watch?v=GMqu1ak3VX0&NR=1<br />0.02 sagami condom<br />
  26. 26. love distance sagami<br />
  27. 27. split screen male/female<br />
  28. 28. hold phones close together – dual screens collapse into one<br />
  29. 29. so<br />what<br /> is<br />mobile?<br />remote control for life<br />
  30. 30. pray for japan<br />

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