The document summarizes a presentation about how mobile technology has changed and will continue changing the way people live, work and interact. It discusses how mobile access has exceeded desktop access and text messaging has become the most used data application. It also outlines how brands are following consumers' attention to mobile and that mobile devices will dominate how people access information and engage with each other and the world.

1. Corn, Oil and Mobile
iMEDIA Breakthrough Summit 2011
Tina Unterlaender, AKQA
Friday, March 25, 2011 1

2. Agenda
Part 1
WHAT A RIDE - an interesting retrospective on the
wireless industry from 1980 until 2008.
Part 2
EXCITEMENT ARRIVES - how mobile has changed
the way we live, work, and play.
THE ROAD AHEAD - The impact of mobile on social
Part 3
interactions, consumer behavior, and individual identity.
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3. New Way to the
Agenda Highway
2010
Mobile access to the Internet exceeds desktop access.
SMS text messaging becomes the most widely used
data application in the world.
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4. A World of Change
Mobile devices and their applications will dominate the way
that people access the Internet, engage with each other,
and interact with the world around them, for the
foreseeable future.
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5. 25 Years of Mobile
Digital wireless is born when 13 countries agree to develop
1987
a common mobile phone system called Groupe Spécial Mobile.
German Friedhelm Hillebrand develops SMS based on 140 bytes.
1991
The first text message, “Merry Christmas,” sent one year later.
Motorola develops iDEN, the 1st mobile social network.
1994
Organize contacts and communicate instantly.
Phillipe Kahn is credited with creating the first camera phone
1997
solution for sharing pictures instantly on the Internet.
1999 DoCoMo brings first full Internet service on mobile phones to Japan.
Fox debuts American Idol with text message voting as the
2002
first major integration of mobile into TV entertainment.
The iPhone and its App Store transform definition and scope of the
2008
entire mobile industry.
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6. Mainstream
By 2015 Billions of _____________ will be engaged via mobile
information apps
social events
film, books & music apps
web pages
hours of video
social networks
mobile commerce transactions
micro payments
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7. Mainstream
Amount of Mobile-accessible Content
WE ARE HERE
2008 2009 2010 2011
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8. Brands Follow Attention
100%! Mobile! Television!
80%!
Outdoor!
60%! Newspaper! Internet!
40%! Radio!
20%!
Magazines!
60! 120! 180! 240! 300!
Daily Time spent looking at mobile media has almost doubled in the last 48
months, fueled by brand new activities using smartphones.
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9. Catalysts
Increasingly powerful mobile devices
Demographic shifts
Developer communities for multiple platforms
All marketing acquires direct and
search characteristics
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10. Bridge to the Future
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11. Macro Mobile Trends
SEARCH RATE
BUYING DEMOCRACY
COMPARING PEER-DRIVEN CHOICES
PRICING CROWD DECISIONS
AVAILABILITY
BUY REPORT
PURCHASE ATTENDANCE
COUPONS UGC NEWS
RESERVE CHECK-INS
SCANNING
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12. Report
Since the begin of modern civilization, people have wanted
to know what just happened, and communicate to others
what is happening.
It is a “fundamental” human behavior.
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13. Report
Sports
Medical
Society
Attendance
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14. Ratings
We are in an age of hyper-democracy. Authority is dead.
Mobile applications will enable us to express, distribute, and
quantify our opinions like never before.
+ X =
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15. Ratings
What Where
Who Why
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16. Search
We’ve always been interested in better ways to find what we
are looking for.
It is a “fundamental” human behavior.
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17. Search
Custom Reserve
Available Supply
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18. Buy
Say goodbye to your wallet!
New technologies, mobile apps and retail adoption will allow
consumers to carry their credit, gym membership and
grocery club cards simply in their device.
RFID
+ =
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19. Buy
Ticketing
Memberships
Loyalty&Coupons
Retail
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20. Mobile is Anything. Anything is Mobile.
THEN - Corn was a basic food items
NOW - soda, sanitizer, baby powder
THEN - Oil was a basic fuel for engines
NOW - Diapers, makeup, curtains
THEN - Phones were for calls
FUTURE - Finding, measuring, paying
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21. Some Thoughts
NOW FUTURE
5.1mi
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22. New Campaigns
SELF-REPORTED RATING OF A SPORTS EVENT,
TRIGGERS A RETURN MESSAGE WITH MAP TO
CLOSEST NIKE STORE
CONSUMER GETS BRAND GETS
-DIRECT RELATIONSHIP -DIRECT RELATIONSHIP
-SPECIAL DEAL -COST EFFECTIVE IMPRESSION
-PSYCHIC REWARD -PERMISSION TO CROSS SELL
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23. New Campaigns
CONSUMERS USE A SIMPLE”WISH LIST” APP W/
BASIC “STAR” RATING FEATURE.
VIP STATUS EARNED, IF A PREDETERMINED
MINIMUM # OF PEOPLE READ THEIR REVIEWS
CONSUMER GETS BRAND GETS
-BRAND OWNERSHIP -DIRECT DIALOGS WITH FANS
-TRUE VOICE IN PRODUCT -COST EFFECTIVE IMPRESSIONS
-PSYCHIC REWARD -UNCOVERS ITS REAL FANS
-TIGHT FEEDBACK LOOP
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24. RSBR
Search Buy
Rate Report
The way people rate, search, buy, and report
will change the world.
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25. Mobile Arrives
Food & Beverages
Retail Stores Search Media
Mobile
Health Apparel/ Footwear
Transportation
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26. Tina Unterlaender, AKQA
tina.unterlaender@akqa.com
415-728-2856
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