The document discusses the evolution of mobile technology, highlighting the shift towards consumer-centric models with the rise of smartphones and mobile communications. It examines various mobile opportunities such as SMS, MMS, and mobile video, emphasizing their importance in consumer engagement and marketing strategies. Additionally, it identifies behavioral changes related to mobile usage and offers insights into leveraging mobile channels for improved customer experiences.

1. Moviebites
The Hague
December 13, 2012
Chuck@MobileFutureInstitute.com
Twitter: @ChuckMartin

4. Evolution of Move to Consumer Centric
• One to Many: Network TV
• Time-Shifting – (VCR)
• Auto-Content Selection & Shifting (TIVO)
• Ubiquitous Access to Information (Web)
• Easy Access to All Information (Yahoo, Google)
• The Age of the Tethered Consumer

5. The 3 Screens
5+ Billion
Mobile
Phones
2 Billion
1 Billion
Television
PC
First Screen Second Screen Third Screen

6. The Third Screen: Mobile
Number doubled in last 5 years
87% of entire world population
The Age of the Untethered
Consumer

8. The Third Screen: It’s Global
105 countries: cell phone penetration
exceeds 100% of population
Saudi Arabia:
Pop: 26 mil – Cell phones: 54 mil
Hong Kong
Pop: 7 mil – Cell phones: 15 mil
Netherlands
Pop: 17 mil – Cell phones: 20 mil (119%)
ITU

9. The Third Screen: US
328 million cell phones in US
104% of total population
32% of US households: cell phone
only
52% of mobile phones in US are
smartphones (58% in Netherlands)
62% smartphones 25-34 group
CTIA Wireless, MMA, CWTA,NHIS, Telecompaper, GSMA, Nielsen

10. Smartphone Penetration: Europe
Spain 55%
UK 55%
Italy 45%
France 45%
Germany 41%
Source: comScore

11. Characteristics of Mobile
• It’s Personal
• Multi-faceted Communications Capability
• Time, Location, Supply, Demand
• Standing Up Medium
• Installed Base
• Ramp-up Speed
• Self-Service Platforms
• Call-to-Action Capability
• Mobile Ecosystem (devices, carriers, etc.)
• Pull vs. Push Medium

12. The 2 Worlds of Mobile
• UPT= Using Phone Technology
• USPT = Using Smartphone
Technology
UPT vs. USPT
• Mobile Web vs. Creating Application
• SMS (Texting)
• MMS (Multi-media communications)

13. Create New Types of Interactions

14. Group Chat: Groupme

15. International Communication: Viber

16. Proximity Marketing: NFC in the UK

17. Proximity Marketing: NFC in the US

18. Create Remote Capabilities

19. Mobile Opportunity: SMS
UPT Approach
•Opt-In required
•Double opt-in best practice
•160-character limitation
•Can reach most phones

20. Mobile Opportunity: MMS
Using MMS (Multi-Media
Messaging Service). Can Include
Text Messages, Video, Photos,
Documents, etc.
Provide video content
-- Majority of those with smartphone
apps watch video clips

21. Mobile Opportunity: MMS
UPT Approach
•Open-viewing rates typically 15-25 percent
higher than standard text
•No 160-character limitation
•Can reach most phones

22. Mobile Opportunity: Video
• Mobile video traffic to account for
71% of all mobile data by 2016
• Largest mobile ad spend in 2016:
marketing apps, coupons,
streaming video, search
• 66% of tablet owners
download/view short videos
Sources: Cisco, PQ Media, Accenture

23. Mobile Opportunity: Video
• 34 million US smartphone owners
watch videos via mobile
• More than 1 billion mobile-
broadband subscriptions worldwide
• Mobile-broadband penetration 51%
in developed world
Sources: Nielsen, ITU

24. Mobile Video at Retail: Macy’s

25. Smartphone Users:
Text more
Use the Internet more
Play more games
Use more applications
Listen to music
Watch video more
79% of smartphone owners use them to
help while shopping
Sources: From The Third Screen, Google /Ipsos

26. Behavioral Changes of Mobile
Location Based
Location Drivers
-- Coupons.com
-- mobiQpons
-- Zip2Save

27. Behavioral Changes: Value

28. Behavioral Changes of Mobile

29. Behavioral Change: CUNA Mutual

30. Behavioral Change: Walmart

31. Behavioral Changes of Mobile
Location Based
Location Drivers
Location Magnets
Location Activators
-- We Reward
-- Placecast
-- Shopkick

32. Behavioral Changes of Mobile
LBS -- Location Based Services
Mobile Goes Social
Foursquare
Facebook

33. Behavioral Change: Citi, Best Buy

34. Mobile Banking: Citibank Brazil

35. The Rise of the 2D Barcode

36. Track Cards, Rewards Cards

37. Track Cards, Rewards Cards

38. Barcode Behavior: Starbucks

39. The One-Tap Buy: ShopSavvy

40. 2D Barcode Tracking

41. 2D Barcode: Opt-in

42. Facilitating Payments: Square, Payfirma

43. The One-Tap: Google Wallet

44. Opportunity in Mobile
Shorter Term
– Communicate with customers via mobile
– Leverage SMS, MMS
– Mobile Apps, Mobile Web, Video
– Test & Learn
– Measure & Analyze
– Use Geo-location, proximity marketing
– Add Value to Consumer Experience

45. Chuck@MobileFutureInstitute.com
Twitter: @ChuckMartin