This document summarizes hot trends and not-so-hot trends in mobile. Some trends that are hot include couponing/in-store apps, larger devices like tablets driving conversion, customer relationship management and repeat purchases, video content and ads especially targeting younger audiences, and improved targeting capabilities including geo-targeting and geo-fencing. Some trends that are not hot yet include mobile social networks not truly being social experiences, lack of breakthrough ad units, need for easy and secure mobile payments, and inability to accurately track mobile users to retail purchases.

1. Mobile: What’s Hot &
What’s Not
David L. Smith, CEO & Founder
Mediasmith
© Mediasmith 2012

2. What’s Hot
Couponing/In Store Apps
© Mediasmith 2012

3. What’s Hot
Bigger Devices
Tablets get conversion
Smart phone conversion is
via desktop*
Will new, larger iPhone be
big enough for conversion?
What is the ideal form factor?
*Source: eMarketer
© Mediasmith 2012

4. What’s Hot
CRM & Repeat Purchases*
*Any purchase that you don’t have to put a cc# in
© Mediasmith 2012

5. What’s Hot
Video
Both content &
“commercials”
Especially vs. younger
audience
© Mediasmith 2012

6. What’s Hot
Ease of Asset Deployment
to automate HTML5 video
HTML5 programmers hard to find
for easy mobile landing pages
Don’t do mobile without mobile landing pages
for dynamic creative
Facebook eats creative faster than any other
environment
© Mediasmith 2012

7. What’s Hot
Targeting: Now & Available Soon

8. What’s Hot
Localization
Geo-targeting Geo-fencing
Market level Store level
© Mediasmith 2012

9. What’s Not
Mobile Social is not yet Social
Not enough shared experiences:
Nintendo DS games
Shared browser experience
True friend finding rather than
check-in
© Mediasmith 2012

10. What’s Not
And…
Still don’t have Still need easy & Still Can’t track from
breakthrough ad secure mobile mobile to retail
units payments accurately

11. David L. Smith
CEO &Founder
MEDIASMITH
Twitter: mediadls
smith@mediasmith.com
© Mediasmith 2012