The document discusses the rise of mobile technology over the past few decades. It notes that the first mobile call was made in 1973, the first commercial mobile phone was introduced in 1979, and the first portable mobile phone was the Nokia phone introduced in 1982. It then outlines some key milestones and statistics regarding the growth of mobile content, video, SMS voting and usage. Some of the key points made include that video now accounts for 39% of mobile data usage, and YouTube accounts for 22% of mobile bandwidth. The document also compares smartphone operating system market shares and demographics. It suggests mobile will continue growing as an important platform.

1. It’s a
Mobile, ,
Mobile, Mobile,
Mobile
World
Judd Wheeler
October 2011

2. 1906

3. Phone Firsts
Phone Firsts
• 1973
1st mobile call (NY)
• 1979
1st commercial
mobile phone
mobile phone
• 1982
1st portable mobile
t bl bil
(Nokia)

4. 1998 Mobile Content
1998 – Mobile Content
• Fi t
First mobile ringtone
bil i t
• US: $5.2 billion/year
$ /
(2009)
• India: $1 billion/year
$ /

5. 10 years ago Mobile Video
10 years ago – Mobile Video
• 1 phone
1 phone
• 30‐sec clip
• 2
2.5 min
i
download

6. Today Mobile Video
Today – Mobile Video
• Video streaming = 39% data usage first ½ of
Video streaming = 39% data usage first ½ of
2011
• YouTube = 22% of mobile data bandwidth
YouTube = 22% of mobile data bandwidth
YouTube = 52% of total video streaming
• 10% f ll d l d Y T b bil
10% of all downloads on YouTube are mobile
• YouTube sinking $100m into mobile content

7. 10 years ago SMS Voting
10 years ago – SMS Voting
• English MTV
English MTV
• Vote & request next
video via SMS
video via SMS
• N
Now: $3billion/yr
$3billi /

8. SMS Volume (in trillions)
SMS Volume (in trillions)
8
7
6
5
4
3
2
1
0
2009 2010 2011
International Telecommunications Union

9. England: 6 million
England: 6 million
1:10 (equivalent to 30mil in US)

11. Estonia
• Sweden ‐ coming soon
Sweden coming soon

12. Hoshi Ichi
Hoshi Ichi Maniac
• Mobile TV convergence
Mobile‐TV convergence
• #1 rated show
• Everyone can participate
i i
• Within 5 minutes: 80,000 participants
• Avatars
• Virtual audience (UFO scoops up incorrect)
Virtual audience (UFO scoops up incorrect)

13. U.K. Social Unrest
U.K. Social Unrest

14. U.S. teen average 100 text/day
U S teen average 100 text/day

15. U.S. teen average 100 text/day
U S teen average 100 text/day
Every 5 Minutes

16. SMS by the numbers
SMS – by the numbers
• 4.2 billion (globally)
4.2 billion (globally) Globally:
= # of toothbrushes • #1 – Text
• U.S. ~73% • #2 – Apps
#2
• #3 – Email
• #4 Voice
#4 ‐
8x 20x

17. SMS versus OS Messaging
SMS versus OS Messaging
• Japan where McDonalds has signed up 1 in 6
Japan, where McDonalds has signed up 1 in 6
consumers to opt‐in for mobile advertising
messages
• Some suggested mobile‐savvy operating
systems (OS) may displace SMS
systems (OS) may displace SMS

20. Smartphone OS Market Share
Smartphone OS Market Share
60
50
40 Symbian
Android
30
RIM
iOS
20
Microsoft
10
0
2010 2011 2012 2015

21. Understanding users’
needs and wants

22. Smartphone Demographics
Smartphone Demographics
• Income over $75,000
Income over $75 000
• College graduate
• Men/women: 55/45 split
/ / li
• Higher percentage African‐Americans and
Hispanics than white – URBAN
• Roughly 75% of the users being between age
g y g g
18 and 54

23. Comparison (Q2 2011)
Comparison (Q2 2011)
Android iOS
• 10% more likely men • 18% more likely women
• 17% more likely suburbs
17% more likely suburbs • 27% more like in city
27% more like in city
• 86% more likely in country • 29% more likely 35+
• 80% more likely only HS • 37% more likely grad degree
• 20% more likely • 17% more likely liberal
conservative
• 24%
24% more likely $50k‐$100k
lik l $50k $100k • 67%
67% more likely $200k+
lik l $200k
household income
Hutch.com

24. Comparison (Q2 2011)
Comparison (Q2 2011)
Android iOS
• Late adopters • Early adopters
• Full‐featured
Full featured • Sleek device, simple
Sleek device, simple
functionality
• Late to the Internet 2000+ • Early to the Internet <1992
Hutch.com

25. 42,000 iPhones
42,000 iPhones
• Replacing scanner guns
Replacing scanner guns
• Answer customers’ questions
–HHow‐to
t
– Check inventory
• Eventually complete purchases

26. Tokyo s Train Net
Tokyo’s Train Net
• One of the busiest train lines
One of the busiest train lines
• On‐board Wi‐Fi
• Users can’t browse other sites through the
’ b h i h h h
network

27. Tokyo s Train Net
Tokyo’s Train Net
• Which carriages are the quietest & the coolest
Which carriages are the quietest & the coolest

28. Tokyo s Train Net
Tokyo’s Train Net
• Recommends different shops & restaurants in
Recommends different shops & restaurants in
the user is approaching
• Provides coupons and exclusive deals
Provides coupons and exclusive deals
• Download web magazines & manga comics to
browse between stations
b b i

29. AT&T and Vitality GlowCaps
AT&T and Vitality GlowCaps
• Fit standard Rx bottles
Fit standard Rx bottles
• Use light, sound, call or txt
• Reports

30. Mobisante
• Mobile ultrasound imaging
Mobile ultrasound imaging
• Accessible, affordable
• S
Smartphone and Internet cloud services
h d l d i

31. • 12 million iOS downloads translates to $8,316,000 (June 2011)
• 7 million Android downloads translates to over
7 million Android downloads translates to over
$1 million/month in ad revenue
• 350 million total downloads

32. Where do we use phones?
Where do we use phones?

33. Where do we use phones?
Where do we use phones?
• In bed
• In the dark
h d k
• When drunk
• In bars

34. Meaning???
• Simple easy to use
Simple, easy to use
• Test with kids (teens) = cool factor
• Text on parents (retirement age) = ease of use
( i ) f

35. Mobile Optimized Web Sites
Mobile‐Optimized Web Sites
• Less than 19% of business in France and U K
Less than 19% of business in France and U.K.
• Tiffany’s jewelers doubled its sales
after launching a
after launching a
mobile‐optimized
website

36. More browser phones than PCs

37. Mobile Optimized Web Sites
Mobile‐Optimized Web Sites
• US 33 percent
US – 33 percent
• U.K. – 17 percent
• France – 12 percent
2
• Germany – 37 percent
• Japan – 43 percent

38. Tesco HomePlus QR Shopping (South Korea)
Tesco HomePlus QR Shopping (South Korea)
• Nov 2010 Jan 2011
Nov 2010 – Jan 2011
• 10,287 online store via mobile
• Members rose 76%
b 6%
• Online sales 130%

39. Location‐Based Service
Location Based Service
10,000,000
• Launched in 2009
• 1 billi
1 billion check‐ins
h ki
• 5 languages

40. Redefining LBS Shadow Cities
Redefining LBS – Shadow Cities
• Future of mobile gaming
Future of mobile gaming
• Uses real streets, your streets (GPS)
• Real time
l i
Grey Area

41. Near Field Communication
Near Field Communication
• Subset of RFID
• 150,000 NFC (+24,000)
• 6 illi t diti
6 million traditionall
Crone Consulting

42. Other mCommerce
Other mCommerce Players

47. Augmented Reality
Augmented Reality
• Layar
• Wikitude
• Metaio’s Junaio
i ’ i
• String Labs
• QderoPateo Communications (QPC)
Articulated Natural Reality
Articulated Natural Reality

48. Golfscape

49. ArtFinder

50. Word Lens
Word Lens

51. BMW Testing AR
BMW Testing AR

52. Tablets Market Share
Tablets – Market Share
Others, 18%
iPad, 82%
,

55. Smart Cart
Smart Cart (China)
• Syncs to smartphone
Syncs to smartphone
• Indoor position tech (UWB and Zigbee , 1m)
• Tips, info, coupons
i i f
• Purchased items & membership points

57. Australia Dairy Inspections
Australia Dairy Inspections

58. Children s Books
Children’s Books

59. Education
• Engage students
Engage students
• Cut down on paper
• Allow absent students to keep up
ll b d k
• California pilot: Algebra 1 app outperformed
traditional textbooks

60. “Put your best
people on mobile.
people on mobile ”

61. Within Arms Reach 24/7
Within Arms Reach 24/7
No
9%
Yes
91%
Morgan Stanley

62. Who’s the number one
’
camera maker?
k ?

63. Nokia
• Canon Nikon Konica Minolta
Canon, Nikon, Konica, Minolta
• Polaroid: bankrupt twice
• Worldwide camera use increased 10 fold
ld id i d 0 f ld
• 90% of cameras are camera phones

65. Personal

66. October 27, 2011
October 27 2011
Center for Creativity
http://artofmobile.mobiletulsa.org

67. Questions?

68. It’s a
Mobile,
Mobile, Mobile,
Mobile
M bil
World
Judd Wheeler
October 2011
jwheeler@comm arts.com
jwheeler@comm‐arts com
(918) 493‐5700