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THE MOBILE LANDSCAPE<br />TAMSIN HUSSEY MINDSHARE WORLDWIDE<br />
‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT MEDIUM FOR ADVERTISERS.’<br />Andrew Robertson - CEO, BBDO<br />‘IT OUGHT...
HIGH EXPECTATIONS MEANS WE FORGET…<br />THE SIZE OF THE CHANNEL:<br />THERE ARE NOW MORE MOBILE DEVICES THAN TELEVISIONS A...
BOLD FUTURE PROJECTIONS<br />“WE BELIEVE MORE USERS WILL CONNECT TO THE INTERNET VIA MOBILE THAN DESKTOP PCS WITHIN FIVE Y...
Question<br />If someone had told you 10 years ago that the internet or even social media would be as big as it is, would ...
Mobile is already bigger<br />
USA<br />AUSTRALIA<br />UK<br />GERMANY<br />JAPAN<br />SPAIN<br />CHINA<br />ITALY<br />TURKEY<br />BRAZIL<br />RUSSIA<br...
Usage before 2008<br />Usage in 2008<br />Usage beyond 2008<br />Voice<br />Text<br />Personalisation(ringtones, wallpaper...
MOBILE IS ABOUTTO EXPLODE…<br />Declining Costs<br />Speed of Connection (3G/4G)<br />Handset Development<br />Universal S...
HOW WE CONSUME TRADITIONAL MEDIA<br />CHANGING<br />
CREATING AN OPPORTUNITY TO CONNECT WITH ANYONE<br />
What can mobiledo for marketers?<br />
6<br />Benefitsof Mobile<br />
1<br />Contextual<br />Takes into consideration where you are, what time of day it is, previous behaviour, resulting in th...
2<br />High response rates<br />Click through rates for mobile banner campaigns average 1-2% and text messages are more li...
3<br />Makes other media interactive<br />By putting a text call-to-action on other media it becomes an interactive experi...
4<br />Targeted and personal<br />The message that is sent to the consumer can be intensely personal as it can take into c...
Daily pollen count
Customised to individual postcodes
Tips for sufferers</li></li></ul><li>5<br />Drives sales<br />Mobile can be used as an instrument to drive consumers in-st...
6<br />Multi-purpose<br />Mobile can be used for everything from brand awareness and sales to CRM and loyalty, and has a p...
A Macro look at Mobile<br />20<br />
What does the future of mobile hold?<br />
Augmented Reality<br />Image Recognition (QR Codes)<br />Image Based Search<br />Apps and Widgets<br />
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2010 7 6 mindshare mobile landscape v4.0

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2010 7 6 mindshare mobile landscape v4.0

  1. 1. THE MOBILE LANDSCAPE<br />TAMSIN HUSSEY MINDSHARE WORLDWIDE<br />
  2. 2. ‘MOBILE PHONES WILL REPLACE TV AS MOST IMPORTANT MEDIUM FOR ADVERTISERS.’<br />Andrew Robertson - CEO, BBDO<br />‘IT OUGHT TO BE PHENOMENALLY POWERFUL AND MORE IMPORTANT THAN TV. SO WE SHOULD BE SPENDING 50% OF OUR MARKETING BUDGET HERE…’<br />James Eadie -Coca-Cola Marketing Manager<br />‘I BELIEVE THAT MOBILE COULD BE ONE OF THE GREATEST MEDIA PLATFORMS EVER CREATED. IT COULD RIVAL TELEVISION, THE INTERNET AND LITERALLY ANYTHING.’ <br />Peter Chernin, COO of News Corp<br />
  3. 3. HIGH EXPECTATIONS MEANS WE FORGET…<br />THE SIZE OF THE CHANNEL:<br />THERE ARE NOW MORE MOBILE DEVICES THAN TELEVISIONS AND COMPUTERS COMBINED<br />THE TECHNOLOGY:<br />NOKIA BECAME THE LARGEST PRODUCER OF CAMERA DEVICES GLOBALLY<br />THE NUMBER OF SMARTPHONES = FACEBOOK USERS<br />PENETRATION OF 3G AT 12% GLOBALLY<br />CURRENT CONSUMER USAGE:<br />APPLE HIT 3 BILLION APP DOWNLOADS IN 18 MONTHS<br />MOBILE INTERNET TRAFFIC OUTPACES DESKTOP INTERNET IN IT’S FIRST FIVE YEARS<br />
  4. 4. BOLD FUTURE PROJECTIONS<br />“WE BELIEVE MORE USERS WILL CONNECT TO THE INTERNET VIA MOBILE THAN DESKTOP PCS WITHIN FIVE YEARS” – MORGAN STANLEY MOBILE INTERNET REPORT<br />BY 2013 MOBILE AD SPENDING TO SURPASS $13BILLION – GARTNER<br />“THE NEW RULE…MOBILE COMES FIRST” (AFTER THEIR ACQUISITION OF MOBILE FIRM ADMOB FOR $750MILLION) – ERIC SCHMIDT, GOOGLE CEO<br />
  5. 5. Question<br />If someone had told you 10 years ago that the internet or even social media would be as big as it is, would you have done things differently?<br />
  6. 6. Mobile is already bigger<br />
  7. 7. USA<br />AUSTRALIA<br />UK<br />GERMANY<br />JAPAN<br />SPAIN<br />CHINA<br />ITALY<br />TURKEY<br />BRAZIL<br />RUSSIA<br />SOUTH AFRICA<br />INDIA<br />Mobile Vs Internet Penetration <br />(Size of bubble indicates size of population)<br />CIA World fact Book & Internet World Stats Est 2009<br />
  8. 8. Usage before 2008<br />Usage in 2008<br />Usage beyond 2008<br />Voice<br />Text<br />Personalisation(ringtones, wallpapers)<br />Email<br />Photo <br />Alarm clock<br />Internet<br />Music<br />Video streaming / download<br />Ticketing / coupon<br />Video phone<br />TV<br />Radio<br />Shopping<br />Banking<br />Loyalty cards<br />Remote control<br />Social<br />
  9. 9. MOBILE IS ABOUTTO EXPLODE…<br />Declining Costs<br />Speed of Connection (3G/4G)<br />Handset Development<br />Universal Standards in Place<br />
  10. 10. HOW WE CONSUME TRADITIONAL MEDIA<br />CHANGING<br />
  11. 11. CREATING AN OPPORTUNITY TO CONNECT WITH ANYONE<br />
  12. 12. What can mobiledo for marketers?<br />
  13. 13. 6<br />Benefitsof Mobile<br />
  14. 14. 1<br />Contextual<br />Takes into consideration where you are, what time of day it is, previous behaviour, resulting in the most appropriate message being delivered<br />
  15. 15. 2<br />High response rates<br />Click through rates for mobile banner campaigns average 1-2% and text messages are more likely to be read than any other media and quickly (96% within two minutes)<br />
  16. 16. 3<br />Makes other media interactive<br />By putting a text call-to-action on other media it becomes an interactive experience<br />
  17. 17. 4<br />Targeted and personal<br />The message that is sent to the consumer can be intensely personal as it can take into consideration their location as well as previous data that they have supplied<br /><ul><li>Hayfeverpollen alerts
  18. 18. Daily pollen count
  19. 19. Customised to individual postcodes
  20. 20. Tips for sufferers</li></li></ul><li>5<br />Drives sales<br />Mobile can be used as an instrument to drive consumers in-store through couponing or other call-to-actions, which can be usedto drive trial and sales<br />
  21. 21. 6<br />Multi-purpose<br />Mobile can be used for everything from brand awareness and sales to CRM and loyalty, and has a potential role to play in any campaign.<br />
  22. 22. A Macro look at Mobile<br />20<br />
  23. 23.
  24. 24. What does the future of mobile hold?<br />
  25. 25. Augmented Reality<br />Image Recognition (QR Codes)<br />Image Based Search<br />Apps and Widgets<br />
  26. 26. THE BIGGEST GAME-CHANGER OF ALL…<br />
  27. 27. “MOBILE IS THE MOST OVER-HYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDER-HYPED MEDIUM IN THE LONG TERM.”<br />MARTIN SORRELL, CEO, WPP<br />

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