The document discusses the rapid growth and impact of mobile technology, highlighting significant sales figures for devices like the iPhone and the evolving mobile advertising landscape. It emphasizes mobile as a pervasive medium, offering personalized and context-aware communication, and the necessity for brands to integrate mobile into their marketing strategies. Key insights include the importance of user-generated content, audience data accuracy, and the shift towards viewing mobile as the primary medium for engagement rather than just another advertising platform.

1. New technologies, new applications (new ways of connecting) Jennifer Wilson #ATSYDM

2. 8.55m 3G handsets (December 08) Up 88% on a year ago 17m iPhone sold world-wide (10m 3G) iPhone equates to 1.1% of all handsets Blackberry equates to 1.9% AdMobs ad serving: 33% to smart phones 10.4% to iPhones O2 released fabulous 3G package 400% increase in data traffic (major upgrade requried) $25b global mobile content market

3. Most ubiquitous device (ever) Responded to very quickly (96% SMS read in <20 mins) On 24 x 7, nearby and accessed often Communication, content and utility Response to mobile advertising incredible: 3% - 7% response rate 10% - 20% conversation rate 6 times the ROI on mobile compared to other forms We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

4. AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found: On TV, the total audience data that can be captured is 1% On the web, the audience data that can be captured is 10% On mobile, the audience data that can be captured is 90% AMF Venture 2007

5. Right now, we’re seeing internet on a small screen…. But there’s much more to this Mobile offers : The first personal mass media channel Always with us, always on Location awareness Built in payment channel Creative tool for UGC (video, text & image) Near-perfect audience data Able to capture the social context of media Proactive communication tool Based upon Tomi Ahonen – Mobile as the 7 th Mass Media

6. The Read/Write Web Communities User Generated Content XML, RSS Web applications Tagging (“folksonomy”) Google Cost per click Word of mouth The Portable Personal Web Individuals Lifeblog/lifestream The Semantic Web Widgets (drop & drag mash-ups) Tagging (“me-onomy”) Twine, NetVibes User Engagement Advertainment

7. Key Point – “The user interface everywhere” Everything will become connected (wirelessly) Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate More interesting - use of existing devices as intelligent sensors GPS plus (time) in a car = traffic flows GPS plus (weather sensing) = instant localised weather We will be the crowd that sources (via our mobile device)

8. Personalisation is capturing the information someone gives you about themselves Context is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sits For mobile, some context is automatic: Location, day of week, time of day Previous actions from <here> at <similar times> What they did before they got to <this service> With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!) This, I submit, is the formula for the future: Web 3.0 = (4C + P + VS) . Sramana Mitra

9. When What is the time of day/day of week NOW? Is this their first time or have they been here before? Where Where are they? Does that change anything? Where were they before they came here? Why Why are they using this device? How Can we help them? What are they trying to do?

10. 21.5m mobile phones 8.5m 3G handsets 30% rich media devices < 1.5% iPhone

11. Don’t restrict the content Just manage the navigation and presentation Think of your consumer *first* What will they be doing? Where? Moving? Tailor your sites for your audience Not just iPhone, but not WAP 1.0 either If cross-platform (online and mobile) Allow a single log in for consistent experience Personalise, tailor, make unique, deliver Remember your customers and show you remember

12. SMS Push messages, include links, content, images Can be forwarded (potentially viral) 96% of messages read in 20 mins (email????) Internet Limitations as to use of device functionality Less control over placement Make sure the specific device is recognised (EX) Apps First, get them to download (non-iPhone < 12%) Ability to control ad placement

13. Masking of number with name (doesn’t let me call back/cancel) Text heavy How relevant is the offer? Note: Osborne Park WA

14. First, recognise your handset

15. And the size of the pointing device…. Note: Qantas has resolved this problem, but it did take three months….

16. Typical use of banner at top of page Occasional repeats at fold Usually max of 3 per page

17. Iconic brands are their own advertising

18. New York Times application Ad is placed a bottom of the screen And remains there as you scroll down

19. First there was television, or rather: +

20. Which started off as (and in many cases remained): +

22. Lots of talk about “the mobile internet”…. Sounds a lot like “radio with pictures “

24. iPhone – that gorgeous (tiny) restricted environment Carriers are cut out (and don’t like it) Apple has total control (and increasingly we don’t like it) Development environment also controlled (and limited) Android, Windows Mobile & Open Symbian – new forces? (more) Open source Broader development community Better processing environment An operating system on other devices Reduced x-platform development costs Still with the gorgeous features

25. Video call (2 x camera) Background processing Cut and Paste/ tools Richer message management (+MMS) Slider keypad (maybe)

26. Palm Pre HTC Dream LG Touch Web Eclipse Intuit (maybe?)

27. Facebook Connect (to open up social elements) Linking installed apps via connect (or other open source tool) Allows for sharing at the apps level Could be games Could be gaming Could be how social network truly goes mobile Brightkite Loopt Citysearch (US) LivePoker Digg Twitter Image: © razorfish 2008

28. http://www.youtube.com/watch?v=PrwmHnnSXYo

30. Image recognition improving dramatically Prediction: death of QR codes in 18 months Supplementing reality and augmenting it Via your mobile phone

31. Mobile is more than a campaign tool We have to start thinking of it not as the fourth screen But as the first For marketing, the budget need to not be experimental But experiential For advertisers, the consumer needs to come first Time, place, activity Reward, cost, response We can experiment here The audience is extremely tolerant (and inquisitive)

32. If you are a brand: Mobile is a consumer touch point, not just an advertising or marketing channel Consumers will expect to transact through this channel How does your brand stack up? What do you represent? If you are a marketer: Use mobile as part of you strategy (integrated with others) If you want to do something new/different – mobile can help Consumers are sophisticated – clever concepts are better If you are an advertiser: Be patient. The market is coming (and can be counted) Be aware of the context. Popular might not be appropriate

33. Eric Schmidt CEO Google May 2005

34. Jennifer Wilson The Project Factory [email_address] +61 414 59 58 57 @JenWilsonSydney