The document discusses the future of mobile technology and its implications. It notes that the first decade of mobile from 2007-2017 saw smartphones like the iPhone launch and apps become popular. However, apps are now escaping icons and integrating with core apps. Content is shifting to mobile platforms like Facebook videos. Artificial intelligence will help create insights from dark data and allow personalized content. The future may include messaging payments and location-based offers, as well as mixed reality on mobile. Regional differences will also impact mobile trends.

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IBM Watson Marketing
The Strange Future of Mobile

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Today’s speaker
Michael Trapani
Product Marketing Leader
Watson Marketing
@ThatsLogical

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The first decade of mobile
comes to an end

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The First Age of Mobile: 2007 - 2017
Nokia 1100 - most popular mobile phone in 2007 iPhone - most popular mobile phone in 2017

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The First Age of Mobile: 2007 - 2017
The truly smart phone
With the launch of Apple’s iPhone,
the first age of the modern mobile
experience began, laying the
foundations of a new platform
2007
Apps & shots fired
Two key events in 2008 - first, the
launch of the App Store, and the
launch of Google’s Android
2008
Advanced features
Advanced mobile engagement and
targeting features such as location,
weather data, behavior, multi-
channel.
2009-2015
Mobile overtakes desktop
After defeating desktop in several metrics
over the years, all mobile web traffic
originates from mobile devices.
2016
2017
Mobile is not mobile
Mobile is no longer special, it’s no
longer one channel, and it turns
out, it’s no longer ‘mobile’ either.

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What will the next age of mobile look like?
2018
2017
2019-2025
2026
2027

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Apps escape their icons

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By volume alone, apps are doing better than ever

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Yet average monthly app downloads has plummeted
0 2 4 6 8 10
apps per
month
2008
2016

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80%
Mobile users spend most of their time in only a few apps
of app usage is
spent within a user’s
top three apps.

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Core Apps
Messaging Apps Browser Apps Social Media Apps

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Apps are escaping their icons
Capabilities of apps are finding their way into Core Apps
through web services and formal integrations.

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Apps are escaping their icons
Group Messaging Apps
Personal Assistant Integrations
Web Browser Plug-ins & more
iMessage Payments App Uber Siri Integration

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The future of publishing is
mobile platforms

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The Open Web
It sold ads on webpages
1990 — 2016
The open web is dying – and so are traditional revenue streams

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Technology companies now direct traffic to content
Watson Marketing

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Content formats continue to expand
Written
Articles
Videos Interactive Sponsored
Content
New Ad
Formats

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“Almost all of our growth is in video, particularly
Facebook video… Mobile web article pages are
quickly becoming the least important thing we
make.” Nilay Patel,
Editor-in-Chief,
The Verge

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0 100 200 300 400 500
Millions
Q3 2015
Q3 2016
Source: Helen Havlak, Engagement Editor, The Verge, October 2016
Website page views
News aggregators
YouTube Video
Facebook Video
Nearly all growth is from mobile platforms & social media

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New systems must be built for this future
Ad formats and content formats will always grow

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Cognitive blooms

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Artificial intelligence will mature as a concept

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AI will assist in creating insights as data becomes darker

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Implications for Marketing
Data insights
Content personalization

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What if a hurricane could tell
your customers to update
their insurance policies?

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What if you could know when
your customers are on their
way home from work?

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What if you could predict
how your message would
make your customers feel?

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As AI goes mainstream, different industries will find new applications

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Innovation is everywhere

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Innovation is not limited to one region

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Regional Group Messaging
WeChat - China
LINE - Japan,
Thailand
WhatsApp -
Europe, Latin
America
North America -
iMessage

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Peer-to-peer payments was on WeChat first
WeChat Pay - 2014 Facebook Messenger Payments - 2016

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Mobile in a virtual world

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The ideal VR setup

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Mobile VR/AR will be VR/AR for the rest of us for some time
Mobile VR
Desktop VR

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Thank you.
Michael Trapani
Product Marketing Leader
Watson Marketing
@ThatsLogical