SlideShare a Scribd company logo
MOBILE - THE PROBLEM
CHILD?!
LIZ TUCHOLSKI
MY FIRST PHONE
Nokia 1611
QUIZ
(SORRY NO PRIZES..)
• HOW MANY BABIES ARE BORN EVERY DAY?
• HOW MANY IPHONES ARE SOLD EVERY DAY?
• ACCORDING THE LATEST DATA HOW MANY SMART PHONES USERS ARE THERE
ACROSS THE GLOBE?
• HOW MANY WILL THERE BE IN 2020?
SMARTPHONE SUBSCRIPTIONS GROWTH
…QUIZ
• WHO IS THIS?
• WHAT WAS IT CALLED?
• WHAT YEAR?
• HOW MUCH DID IT WEIGH?
• HOW MANY NUMBERS COULD IT STORE IN ITS MEMORY?
• HOW LONG DID THE BATTERY LAST?
• HOW MUCH DID IT INITIALLY COST?
• WHEN WAS IT FIRST COMMERCIALLY AVAILABLE?
WHY HAS IT TAKEN SO LONG?
• TECHNOLOGY
• REAL ESTATE
• MONETISATION CHALLENGE
• USER EXPERIENCE
• SINGLE CUSTOMER VIEW – THE BRAND’S CHALLENGE
HISTORICAL TIMELINE
1979 NOW20001992 19961983
.
2002 20071991 20081995
REAL ESTATE
Image courtesy of Google
SHIFT TO MOBILE – PUBLISHER
PERSPECTIVE
Image courtesy of Pureoxygenlabs.comImage courtesy of garciamedia.com
MOBILE MONETISATION FOR PUBLISHERS
SSO ALTERNATIVE
PROGRAMMATIC TRADING AND MOBILE
MOBILE ADVERTISING 4.0
Image courtesy of IAB Image courtesy of thenextweb.com
USER PERSPECTIVE
Disruptive user experience
Feeling “followed”
Data leakage
Security issues
Image courtesy of Forbes.com
THE YEAR OF THE MOBILE?SINGLE CUSTOMER VIEW
Brian Solis on Twitter: "The Connected Customer Journey via @EdwinKorver (From ZMOT to UMOT) #wtf https://t.co/gywnX27xuo http://t.co/wBuwrmY7Ty"
Right Ad
Right screen
Right price
Right time
Right stage of the journey
THE PURCHASING FISH
The Purchasing Fish courtesy of Ometria.com
This is Dave. (Dave has a bag on his head because he values his privacy.)
Dave lives in South London
Dave recently got married
His wife is thinking about moving house
So Dave is thinking about moving house
His wife is not thinking about getting a new TV
But Dave is thinking about getting a new TV
He starts to browse models and screen size/ spec etc.
Samsung knows Dave’s last TV was a Samsung.
Samsung start serving ads to Dave while he’s on his daily commute.
Later that week, while watching TV with his wife, the latest Samsung TV is ad
Dave mentions how cool the TV looks.
Wife is busy eyeing up a Cocosa ad on her iPad for half price shoes she has
lusting after
Dave is at work the following day and while catching up on the latest sports n
sees an offer for the Samsung TV and then goes out for lunch.
That night when his wife has gone to bed he buys the TV.
Dave never notices the new shoes in his wife’s wardrobe.
His wife likes the new TV.
The next day, Dave sees an ad for Zoopla & starts researching house prices
Dulwich Village.

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Liz Tucholski, {Initial}ism Media - "Mobile. The Problem Child?!" - May 2016

  • 1. MOBILE - THE PROBLEM CHILD?! LIZ TUCHOLSKI
  • 3. QUIZ (SORRY NO PRIZES..) • HOW MANY BABIES ARE BORN EVERY DAY? • HOW MANY IPHONES ARE SOLD EVERY DAY? • ACCORDING THE LATEST DATA HOW MANY SMART PHONES USERS ARE THERE ACROSS THE GLOBE? • HOW MANY WILL THERE BE IN 2020?
  • 5. …QUIZ • WHO IS THIS? • WHAT WAS IT CALLED? • WHAT YEAR? • HOW MUCH DID IT WEIGH? • HOW MANY NUMBERS COULD IT STORE IN ITS MEMORY? • HOW LONG DID THE BATTERY LAST? • HOW MUCH DID IT INITIALLY COST? • WHEN WAS IT FIRST COMMERCIALLY AVAILABLE?
  • 6. WHY HAS IT TAKEN SO LONG? • TECHNOLOGY • REAL ESTATE • MONETISATION CHALLENGE • USER EXPERIENCE • SINGLE CUSTOMER VIEW – THE BRAND’S CHALLENGE
  • 7. HISTORICAL TIMELINE 1979 NOW20001992 19961983 . 2002 20071991 20081995
  • 9. SHIFT TO MOBILE – PUBLISHER PERSPECTIVE Image courtesy of Pureoxygenlabs.comImage courtesy of garciamedia.com
  • 13. MOBILE ADVERTISING 4.0 Image courtesy of IAB Image courtesy of thenextweb.com
  • 14. USER PERSPECTIVE Disruptive user experience Feeling “followed” Data leakage Security issues Image courtesy of Forbes.com
  • 15. THE YEAR OF THE MOBILE?SINGLE CUSTOMER VIEW Brian Solis on Twitter: "The Connected Customer Journey via @EdwinKorver (From ZMOT to UMOT) #wtf https://t.co/gywnX27xuo http://t.co/wBuwrmY7Ty" Right Ad Right screen Right price Right time Right stage of the journey
  • 16. THE PURCHASING FISH The Purchasing Fish courtesy of Ometria.com
  • 17. This is Dave. (Dave has a bag on his head because he values his privacy.) Dave lives in South London Dave recently got married His wife is thinking about moving house So Dave is thinking about moving house His wife is not thinking about getting a new TV But Dave is thinking about getting a new TV He starts to browse models and screen size/ spec etc. Samsung knows Dave’s last TV was a Samsung. Samsung start serving ads to Dave while he’s on his daily commute. Later that week, while watching TV with his wife, the latest Samsung TV is ad Dave mentions how cool the TV looks. Wife is busy eyeing up a Cocosa ad on her iPad for half price shoes she has lusting after Dave is at work the following day and while catching up on the latest sports n sees an offer for the Samsung TV and then goes out for lunch. That night when his wife has gone to bed he buys the TV. Dave never notices the new shoes in his wife’s wardrobe. His wife likes the new TV. The next day, Dave sees an ad for Zoopla & starts researching house prices Dulwich Village.