Michael Schneider's presentation at IMA 2012 in

1. Michael Schneider
CEO / Co-Founder

8. In 1995, there were 19,000
websites.

17. In 2012, there are over
300,000,000 websites.

30. 4 births a second
39 mobile phones sold a second
(Source: motorolaconf, August 2010)

31. Worldwide US
80%
60%
40%
20%
0%
Q4 08 Q2 09 Q4 09 Q2 10 Q4 10 Q2 11 Q4 11 Q2 12

32. All phones will be
Smartphones by 2014.

33. We check our phones:
150 times a day
= once every 6.5 minutes
(Source: MindTrek, 2010)

34. What would you give up to keep
your phone for a week?

35. 55% were willing to give up caffeine.

36. 55% were willing to give up caffeine.
63% said they would give up chocolate.

37. 55% were willing to give up caffeine.
63% said they would give up chocolate.
22% said they stop quit brushing their teeth.

38. 55% were willing to give up caffeine.
63% said they would give up chocolate.
22% said they stop quit brushing their teeth.
54% would go without exercise.

39. 55% were willing to give up caffeine.
63% said they would give up chocolate.
22% said they stop quit brushing their teeth.
54% would go without exercise.
70% would forego alcohol.

40. 25% 27% 43%
Would you go without shoes for a week?

41. One third of the people surveyed were
willing to give up sex for a week rather
than go without their mobile phone,
and 70% of those people were women.

42. What should you do?

43. HTML5 vs. Native app
HTML5
Make the effort
Email marketing
Limited data
Basic user experience
No community

44. HTML5 vs. Native app
HTML5 Native App
Make the effort Intimate, on device
Email marketing Push (w/location)
Limited data Location, profiles
Basic user experience Slick user experience
No community Rich community

46. The iPad accounts for 89% of all mobile commerce.

47. 130
$123
$102
97.5
$80
65
32.5
0
Smartphone Laptop/Desktop iPad

48. We’re Still Waiting For Internet Ad Spend To Catch Up to the Web — Let’s Not Make The Same Mistake With Mobile | PandoDaily 9/16/12 6:38 PM
Follow PandoDaily:
Deals People Products Culture PandoList Events Back Page
Books
We’re Still Waiting For Internet Ad
Spend To Catch Up to the Web —
Let’s Not Make The Same Mistake
With Mobile
← Previous Next →
Let’s go back to 2005. Google had just gone public and the
world was agog, staring at the riches from what may be one
of the best business models we’ve ever seen: paid search.
It was the same model created by Overture, which was
bought by Yahoo. Under pressure to perform, Yahoo — then
run by Terry Semel — had one answer for anyone who asked
how the purple giant stayed relevant in this new Google-
http://pandodaily.com/2012/09/13/were-still-waiting-for-internet-ad-…-to-catch-up-to-the-web-lets-not-make-the-same-mistake-with-mobile/ Page 1 of 7

49. We’re Still Waiting For Internet Ad Spend To Catch Up to the Web — Let’s Not Make The Same Mistake With Mobile | PandoDaily 9/16/12 6:38 PM
Follow PandoDaily:
Deals People Products Culture PandoList Events Back Page
Digital advertising $ never
Books
We’re Still Waiting For Internet Ad
caught up withthe Web —
Spend To Catch Up to attention.
70B
Let’s Not Make The Same Mistake
With Mobile
← Previous Next →
53B
35B 70
18B
Let’s go back to 2005. Google had just gone public and the
world was agog, staring at the riches from what may be one
of the best business models we’ve ever seen: paid search.
14.7
11 It was the same model created by Overture, which was
bought by Yahoo. Under pressure to perform, Yahoo — then
3 run by Terry Semel — had one answer for anyone who asked
0B how the purple giant stayed relevant in this new Google-
Mobile Banner Ads Search TV
http://pandodaily.com/2012/09/13/were-still-waiting-for-internet-ad-…-to-catch-up-to-the-web-lets-not-make-the-same-mistake-with-mobile/ Page 1 of 7

50. best customers + context + permission =
new world of marketing

52. Engaged, in
the area, now.
----------------------------------
In the market
for a car
Right
demographic
Potential
customers

53. In the area,
now.

54. In the area,
now.

55. In the area,
now.

56. How do I create an app?

57. Bespoke vs. Platform

58. Bespoke vs. Platform
Bespoke Platform
4-6 months 1-2 weeks
$20,000-$50,000+ Free - $10,o00
You chase tech Platform chases tech
Technical proficiency No tech proficiency req’d

59. THANK YOU
http://road.ie/3sehk4
michael@mobileroadie.com | @msfd | @mobileroadie