The document discusses the substantial growth of mobile technology, highlighting that by 2020, 80% of adults globally will have smartphones, with mobile usage outpacing traditional PCs. It emphasizes how mobile devices have transformed how users interact with content, conduct e-commerce, and communicate, making them integral to daily life. Brands are encouraged to understand mobile touchpoints and create tailored mobile experiences to engage users effectively.

1. TMK.edu : MOBILE
August 19, 2015

2. THE GROWTH OF MOBILE CONTINUES TO BE STAGGERING

3. IN 2000, THERE WERE 0.5 BILLION PEOPLE ONLINE AND 0 SMARTPHONES
3
3.5
3.0
2.5
2.0
1.5
0.0
1.0
0.5
20001995
People Online (billion)
People Online Smartphones
Source: ITU, a16z

4. IN 2014, THERE WERE 3 BILLION PEOPLE ONLINE AND 2 BILLION SMARTPHONES
4
3.5
3.0
2.5
2.0
1.5
0.0
1.0
0.5
20001995
People Online Smartphones
2014
People Online (billion)
Source: ITU, a16z

5. IN THE NEXT 5 YEARS, ANOTHER 1 BILLION PEOPLE WILL COME ONLINE... THROUGH SMARTPHONES
5
Source: ITU, a16z
5
4
3
2
0
1
20001995 2014
People Online (billion)
2020
People Online Smartphones

6. BY 2020, 80% OF ADULTS ON EARTH WILL HAVE A SMARTPHONE
6
Source: World Bank, GSMA, a16z
8
7
6
5
4
0
3
2
ADULTSPOPULATION
2014 Growth to 2020
PCs
Global Population (billion)
1
SMARTPHONESMOBILETV AUDIENCE

7. THE SMARTPHONE INDUSTRY ALREADY DWARFS THE PC INDUSTRY
7
Source: Gartner, Apple, Google, a16z
PCs iOS & Android
Quarterly Shipments (million)
300
250
200
150
100
0
50
MARCH
95
MARCH
97
MARCH
99
MARCH
01
MARCH
03
MARCH
05
MARCH
07
MARCH
09
MARCH
11
MARCH
13

8. WE ARE AT THE BEGINNING OF THE POST-PC ERA OF
CONNECTIVITY AND MOBILE IS DRIVING IT
BUT WHY HAS MOBILE SEEN SUCH GROWTH?

9. A SMARTPHONE IS A SUPERCOMPUTER IN YOUR POCKET
9
A NEW IPHONE HAS
625 TIMES MORE COMPUTING POWER
THAN A 1995 PENTIUM PROCESSOR
Source: Apple, Intel, a16z
APPLE SOLD 25 TIMES MORE PROCESSING POWER
DURING iPHONE LAUNCH WEEKEND
THAN EXISTED IN ALL THE PCS ON EARTH IN 1995

10. SMARTPHONES SELL TO EVERYONE (YES, EVERYONE) AND
AS INCOME FALLS, THE UTILITY OF MOBILE INCREASES
10
Source: Ericsson, McKinsey
Sub-Saharan Africa Population Coverage (%)
80%
70%
60%
50%
40%
0%
30%
20%
CELLULAR
COVERAGE
10%
3G COVERAGE
NOW
3G COVERAGE
BY 2019
ELECTRICITY
MOBILE
USERS

11. BUT A SMARTPHONE IS ALSO INHERENTLY DIFFERENT AND MORE USEFUL THAN A PC
11
Source: Apple, Intel, a16z
PERSONAL
SOCIAL
GOES EVERYWHERE
SENSORS, CAMERAS, GPS, PAYMENTS
AND IS THE ENABLER OF THE INTERNET OF THINGS

12. MOBILE HAS CHANGED HOW WE INTERACT WITH CONTENT

13. TODAY, OUR MOBILE ECOSYSTEM HAS EXPANDED TO ALL OF THIS
13
CONSIDERATION
BANK/BUY/GIVE
GET SMARTER
EAT/DRINK
COMMUNICATE
READ/WATCH/LISTEN
GAME TRAVEL
ZOCDOC
MD LIVE
AETNA
MY FITNESS PAL
DOC ON DEMAND
WEB MD
KAISER PERMANENTE
FITBIT
LIVE HEALTHIER
STITCHER
SPOTIFY
PANDORA
FLIPBOARD
NETFLIX
NYTIMES
YOUTUBE
FACEBOOK
YOUTUBE
GMAIL
INSTAGRAM
WHATSAPP
TWITTER
SKYPE
SNAPCHAT
GOOGLE+
VINE
PINTEREST
LINKEDIN
LINE
CHASE
CAPITAL ONE
MINT
VENMO
PAYPAL
GOOGLE WALLET
SEARCH
GOOGLE MAPS
GOOGLE TRANSLATE
GOOGLE DRIVE
EVERNOTE
WEATHER CHANNEL
CAMERA
DROPBOX
SEAMLESS
YELP
OPEN TABLE
STARBUCKS
FOOD NETWORK
MY RECIPE BOOK
UBER
KAYAK
HOTELS
TRAVELOCITY
WAZE
SHOP
FRUIT NINJA
ANGRY BIRDS
CANDY CRUSH
GILT
AMAZON
FANDANGO
EBAY
ETSY
GROUPON

14. READ
14
Source: Reuters Institute Digital News Report 2014, Venturebeat
50%37%
50% OF U.S. MOBILE POPULATION
USE THEIR DEVICE TO
READ NEWS ONCE A WEEK
65% OF ALL EMAILS
IN THE U.S. GET OPENED ON
A MOBILE DEVICE FIRST
GLOBAL U.S % of emails opened by platform
Other
Mobile

15. WATCH
15
Source: Ooyala Global Video Index Report Q3 2014
Digital Video Views Occurring On Mobile (%)
50%
2012
0%
25%
2013 2014 2015
GLOBAL VIEWERS WATCHING VIDEO VIA TABLETS & SMARTPHONES ACCOUNTED FOR
30% OF ALL VIDEO VIEWS IN 2014 (AND EXPECTED TO REACH 50% IN 2015)

16. LISTEN
16
Source: 2015 Edison Research: The Infinite Dial. Base: Population +12
Digital Audio Content: Traditional Radio Programs via Online (i.e. wNYC), Audio Content Available Only Online (i.e. Pandora, Serial)
‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15
53%
47%
45%
39%
34%
27%27%
21%20%21%
15%
16%17%
12%
7%
5%
53% OF THE U.S. POPULATION LISTENS TO DIGITAL AUDIO CONTENT MONTHLY
73% LISTEN VIA MOBILE DEVICES
Listened To Any Digital Audio Content* (%)

17. COMMUNICATE
17
1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14
31%
35%
37%
41%
43%
45%
47% 47%
START JOB SEARCH
ON MOBILE
86%
70%
Job Seekers (%)LinkedIn Traffic on Mobile (%)
WILLING TO APPLY
ON MOBILE
Source: LinkedIn, CareerBuilder

18. 18
COMMUNICATE
LINKEDIN JOB SEARCH RESUME BUILDER JOBR

19. BUY
19
MOBILE NOW ACCOUNTS FOR
50% OF ALL E-COMMERCE TRAFFIC,
AND MILLENNIALS ARE THE
DRIVING FORCE
Source: IBM Digital Analytics Report, Adobe 2014 Mobile Consumer Survey

20. 20
STARBUCKS APPLE PAY AMAZON
BUY

21. BANK
21
Source: eMarketer, Adobe 2014 Mobile Consumer Survey
Mobile Elite: Segment making up 22% of online U.S. adults and the furthest along on the mobile mind shift: “They connect frequently on multiple devices from multiple locations and use a variety of applications.”
Most Engaged Financial Services on Mobile Device
8 OF 10 BANKING CUSTOMERS
SAY MOBILE BANKING
IS IMPORTANT
TOP 3 MOBILE FINANCIAL SERVICES
1. REVIEWING BANK ACCOUNT BALANCES
2. CONDUCTING BANK TRANSACTIONS
3. MAKING PERSON TO PERSON PAYMENTS

22. BANK
22
MOVEN VENMO BANK OF AMERICA

23. WHAT DO BRANDS NEED TO KNOW?

24. BRANDS THAT UNDERSTAND ALL OF THEIR
AUDIENCE’S MOBILE TOUCH POINTS HAVE AN ADVANTAGE
24
$
UNITED

25. BRANDS THAT DESIGN GREAT MOBILE EXPERIENCES WIN
25
UBER AMERICAN EXPRESS SQUARE REGISTER

26. 26
BRANDS THAT DELIVER PERSONALIZED EXPERIENCES
ARE MORE CONNECTED WITH THEIR USERS
FEEDLY APPLE iOS STITCHER

27. BRANDS THAT INTEGRATE INTO OTHER APPS CAN FIND SUCCESS
27
Shopping Assistant
Private Chef
Grocery Getter
Personal Banker
TENCENT WECHAT (CHINA ONLY) FACEBOOK MESSENGER

28. EXPERIENCES MATTER, EVEN WITH ADS

29. BRANDS WHO TAKE ADVANTAGE OF AD PLATFORM CAPABILITIES
CREATE UNIQUE AD FORMATS AND EXPERIENCES
29
Creative should be more than repurposing
traditional desktop banner ads; it should
leverage the mobile platform and the unique app
capabilities that it’s appearing in (e.g., swiping,
accelerometer, gyroscope, GPS, etc.)
Video content needs to be adapted for the
mobile audience so that it grabs users’ attention
within a few seconds
Location data is the cookie of mobile and it can
unlock unique targeting capabilities and
drive new behavioral insights
NATIVE/DYNAMIC VIDEO LOCATION

30. NATIVE
30
TWITTER QUARTZ LINKEDIN PANDORA

31. DYNAMIC
31
WESTIN

32. VIDEO
32
INSTAGRAM VINE

33. LOCATION
33
MCDONALD’S

34. HOW DO BRANDS MEASURE MOBILE EFFECTIVENESS?

35. THREE COMPLEMENTARY METHODS THAT BRANDS CAN USE TO MEASURE
35
Mobile App Mobile Web
PAID MEDIA CROSS-DEVICEPROPRIETARY APP

36. CROSS-MEDIA ATTRIBUTION
36
product: Online Campaign Ratings (OCR)
Cross-Platform Campaign Ratings (XCR)
OCR: next-day view of online & mobile audience
XCR: unduplicated cross-platform reach

37. CROSS-MEDIA ATTRIBUTION
37
product: PIQ PrimeTime
HH set-top box data from Rentrak is merged with location
analytics from PlaceIQ
Target consumers when they are mobile and on-the-go,
based on their TV viewership

38. RETAIL ATTRIBUTION
38
connect:
target:
determine:
determine:
TV viewing data to mobile devices in same HH
Those TV viewers when they are near retail
Whether consumers actually visit the stores
Whether store visits resulted in purchases

39. SUMMARY
39
Smartphones are always with us
The digital experience has become overwhelmingly mobile, social, and personal
Mobile connects digital & physical (experiences, media, devices)
Every brand has mobile moments with its customers (good or bad)
New platforms drive new experiences which, in turn, create new expectations
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40. THANK YOU