The document discusses trends in mobile technology and mobile advertising. It notes that mobile devices are ubiquitous and can reach target audiences well. However, mobile advertising has been challenging to monetize and personalize effectively due to limitations like small screens and data costs. The document advocates developing mobile experiences and advertising that are personalized, contextual based on location and user behavior, and integrated across platforms to improve engagement and monetization. It also suggests opportunities around augmented reality, mobile sensors, and smarter mobile services beyond the iPhone.

1. (aka: I steal (old media) content and I vote)

2. First there was television, or rather: +

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

5. Lots of talk about “the mobile internet”…. Kinda sounds like “radio with pictures “ to me

6. 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 had 400% increase in data traffic from 3G ARPU only $4.35 (hard to monetise outside of SMS) $25b global mobile content market

7. iPhone might reach 1.5% of Aussie handsets But to won’t become Most Desirable for GenC We will see mobile as consumer portal take off But only when the budget moves from marketing We will see mobile advertising work (and more bluetooth) If we account for what consumers are doing We might start to get true personalisation If we start to think ‘consumer’ first We’ll get a surprising new handset this year That might be an iPhone killer We’ll start to value open source (with good UI) But we’ll still be addicted to iPhones…. We’ll talk more about mobile augmented reality And realise that QR codes are dead…..

8. 21.5m mobile phones 5m 3G handsets 30% rich media devices < 1.5% iPhone

9. Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck . Wikipedia (April 2007)

10. 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

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

12. First, recognise your handset

13. And the size of the pointing device….

14. Ad slides as page is moved

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

16. Has to be about context Location is one thing, intent, community and commerce Consider time of day/day of week/previous action Build a relationship, not a series of independent pokes More interesting - use of existing mobile devices as intelligent sensors GPS plus (time) in a car = traffic flows GPS plus (temperature) = instant local weather User activity = context and relevance

18. GPS systems Music Players Watches Book readers Cameras

19. 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

25. Common low data rate for mobile If we complain about broadband speeds… Mobile as consumer engagement channel Not just a marketing tool (which budget?) Dramatically better (behavioural) tracking Did I mention context? Or personalisation? Wholesale (and understood) data rate Make advertisers pay for watching their content Smarter mobile services And more than iPhone please!

26. We enhance narratives into the digital world Build sites and destinations, back story, pre story We engage with a new generation of audience Your content on the desktop, in their hand We create interactive content Related links and content specific creations We build new revenue streams Determine the business model, define ROI, negotiate deals We write digital strategies for traditional media projects For other screens, pockets, devices or across social media

27. Ray Kurzweil (and it’s true…..) Jennifer Wilson