1.
TRENDING THE FUTURE
MOBILE TRENDS
150 days of digital marketing & advertising

2.
one year ago 35%
of Americans had
a smartphone
Source: Pew Research

3.
today 54%
of Americans have
a smartphone
Source: Nielsen

4.
U.S. Smartphone Adoption
Source: Nielsen, PEW
58%
FEATURE
1.5M
PHONES
* 56%
54%
52%
54%
new smartphones 46%
48%
are being activated 44%
every day 41%
SMARTPHONES
Jun. Jul. Aug. Sep. Oct. Nov. Dec. Jan. Feb.
2011 2012
*On Average - Source: Flurry

5.
smartphones are now
the majority

6.
(in some countries)

7.
what about the rest
of the world?

8.
7 6
billion* billion
people in mobile phone
the world subscriptions
*6.97B - Source: Google,
ITU

9.
Global Smartphone vs. Mobile
Phone Subscriptions
Q4:11, Source: ITU
16M
only about 6B
6.1B
19% are 4B
smartphones 2B
1.2B
0
Smartphone Mobile Phone
Subscriptions Subscriptions

10.
U.S. Technology Adoption Rate
Maturity: Time from 10% to 40% penetration
but technology
Telephone 39 YEARS
replaces itself Mobile phone
exponentially Smartphone
15 years 10 years 5 years

11.
Global Internet Device Sales
Source: BI Intelligence
2.5M
so, if you 2M
Tablets
think mobile 1.5M WE ARE
is big now,
HERE
1M
just wait 0.5M
Smartphones
Personal Computers
2000 2002 2004 2006 2008 2010 2012 2014 2016

12.
China has Share of New iOS and Android Activations
% of Global Total, Source: Flurry
already 28%
UNITED
STATES
33% 34%
outpaced 26%
24%
America’s 21%
rate of
17%
13%
smartphone
9%
8%
CHINA
adoption Jan.
2011
Mar. May Jul. Sep. Nov. Jan.
2012

13.
Percentage of Mobile-Only Internet Users
Source: mobiThinking
and often, a
smartphone is 70%
someone's 57% 59%
only internet 25%
connection
22%
UK US South India Egypt
Africa

14.
Global Technology Adoption
Source: BI Intelligence
Population Adoption
7 Billion 70%
mobile phones
6 60
have become a 4 40
global lifeline 2 20
0 0
Mobile Electricity Drinking Internet TV PC
Phone Water

15.
mobile changes everything

16.
“for a long time, many companies
have paid lip service to the need for
a mobile strategy and a mobile
investment, but it is now more
important than ever to make a real
commitment to mobile.”
- B. BONIN BOUGH, VP of GLOBAL DIGITAL ENGAGEMENT, KRAFT FOODS
Source: Forbes

17.
do you have a global
mobile strategy?

18.
what will mobile mean for your business...
1. right now?
2. in the next 6 months?
3. in the next 12 months?

19.
right now

20.
better tools = more creativity

21.
Together, the new GoPro Wi-Fi combo kit and app make a powerful tool for anyone who wants to
capture their adventures with dynamic cinematography.
Read More: Engadget

22.
+
With over 500 million mobile users, Facebook’s acquisition of Instagram shows their commitment to
creativity as the core of their business. Without a living base of content, Facebook is just an empty shell.
Source: Facebook Read More: TechCrunch

23.
Printstagram and a half-dozen other similar sites are extending the content of these new tools into the
physical world by making it easy for people to print their Instagram photos.
Check It Out: Printstagram

24.
Cinemagram dials the technology of Instagram up a notch by letting users create and share photo/video
hybrid animated GIFs.
Check It Out: Cinemagram

25.
VOLUME OF INFORMATION ONLINE
2020
the Internet’s
size and growth
are fueled by
creativity 2009
Source: IDC

26.
300 million
photos are uploaded to
Facebook every day
Source: Facebook

27.
48 hours
of video are uploaded to
YouTube every minute
Source: YouTube

28.
FOR YOUR NEXT CAMPAIGN:
how do you harness these
tools of creativity in a way that
involves your audience?

29.
the next 6 months

30.
Pizza Hut earned $7 million in sales in their first year after launching a mobile ordering app.
Source: Dallas Business Journal

31.
that was two years ago...

32.
Fashion retailer Rue La La recently saw mobile sales jump to 53% of their daily total. They project that
that figure will hit 75% by the holidays.
Source:

33.
“People move through lines more quickly
when they pay with smartphones. And
since phone purchases are made with
money preloaded onto Starbucks loyalty
cards, the chain incurs fewer credit card
fees, resulting in cost savings.”
- Adam Brotman, Starbucks Chief Digital Officer
Starbucks is now averaging a million mobile transactions a week, representing a tenfold increase year-
over-year since launching their My Rewards mobile payment system in January 2011.
Source: MSN Money

34.
soon all transactions
will be mobile

35.
but you need an expensive app
to really make mobile work for
your business... right?

36.
fortunately, it’s about
to get easier

37.
Now anyone can pick up a Square card reader at the Apple Store,
Walgreens, Staples, or FedEx Office.
Read More: Engadget

38.
Apple Passbook, Google Wallet, and Microsoft WalletHub may also soon play a big role in the mobile
payments space and make it easy for companies to accept mobile payments at scale.
Read More: Apple Passbook

39.
Lowe’s rolled out 42,000 iPhones to employees across over 1,700 stores around country in just 8
months. If they can, other brands can too.
Read More: Apple

40.
technology always
gets cheaper

41.
IN THE NEXT 6 MONTHS:
if you don’t build it,
someone else will. plan
ahead or plan to piggyback.
(either way, make a conscious and smart decision)

42.
the next 12 months

43.
“it’s not about the hardware;
it’s about the hardware that
facilitates action.”
- ANDREW WILSON, VICE PRESIDENT, EA SPORTS
Source: SXSW BrandLand

44.
title goes here
On their latest tour, Coldplay unleashed the new Xyloband, radio-controlled LED wristbands that can
be programmed to flash and change color together. Imagine the possibilities for other events...
Check Itthe Video: YouTube
Watch Out: www.xylobands.com

45.
Apps like Circle, Highlight, and Banjo are trying to bring people together in real life via mobile app
concepts, but their real-life relevance has yet to be proven.

46.
Nike wrote the book on merging digital and physical with Nike+. Now they’re taking it to the next level
with the new Nike FuelBand, Fuel app, and Kinect training game for Xbox 360.
Read More: PSFK

47.
Strava is revolutionizing the way we think about running and cycling by allowing athletes to track their
routes, set personal records, and compete against friends, locals, and pros.
Check It Out: www.strava.com

48.
Chevy’s Super Bowl Game Time app cut the future of multiscreen advertising with a participatory app
experience that synced with the timing of their TV ads to deliver live trivia for a chance to win a car.
See The Case Study: Chevy Game Time

49.
Microsoft recently announced the new Xbox SmartGlass, a multi-device app that will let publishers
create interactive companion content across screens for a deeper content experience.
Read More About It: techradar

50.
Perhaps the most exciting thing about the upcoming Microsoft Windows 8 is that it will share the same
code base across all devices, making it more efficient to scale experiences across platforms.
Read More: Engadget

51.
Currently, the best way to efficiently deliver a great experience across all devices is through responsive
web design that flexibly adapts as screen sizes change.
Try Resizing Your Browser Window On: www.space150.com

52.
small technology can have a
big impact when connected

53.
IN THE NEXT 12 MONTHS:
what’s your multiscreen
strategy?

54.
IN SUMMARY
have a mobile strategy
harness new creation tools to engage with your audience
get ready for mobile payment - plan ahead or plan to piggyback
multiscreen advertising is coming - figure out how your brand fits in

55.
THANK YOU
Nicole Newville Jake Szymanski
VP Strategy & Media Strategist
@nicolenewville @jakeszy
nicole.newville@space150.com jake.szymanski@space150.com
SPECIAL THANKS TO:
Cassie Broeckert, Craig Key, Elsa Perushek, James Wiltshire,
Marc Jensen, Matt Hunstad, Todd Townley