Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Web. 3.0:The Rise of the Mobile and Application Era<br />Dave Wieneke@usefularts<br />
In an Attention Economy<br />2<br />“<br />”<br />Freedom is Conceptual Space.<br />
3<br />
4<br />
5<br />
6<br />
Dave Wienekehttp://www.usefularts.us@usefularts<br />Published Tech Magazines, Ran start-ups & two .govs<br />Christian Sc...
Today’s Flight Plan<br />Next Web in a Nutshell<br />Drivers: Delivery, Design and Data<br />Change to Business<br />Marke...
9<br />“<br />Revolution is measured in behavior.<br />”<br />
What We Need Has Changed.<br />Dave Wieneke – www.usefularts.us<br />
How About a Scarcity of “Social” Connections?<br />Dave Wieneke – www.usefularts.us<br />
12<br />“<br />Content Was Never King.<br />Helping Your Audience is King.<br />”<br />
Easy Technology to Get Stuff Done<br />Dave Wieneke – www.usefularts.us<br />
Old: Content Economy<br />Creation Tools Rule<br />14<br />
New: Attention Economy<br />Smart consumption and execution of content.<br />15<br />
New Digital Products as Marketing<br />16<br />
Relationship Pipes for Manufacturers<br />Dave Wieneke – www.usefularts.us<br />
InformationTransfer<br />PersonalCommunication<br />Application Experience<br />Used with permission from Miko Coffey<br /...
Three Huge Waves<br />19<br />Mobile DeliveryUbiquity & Context<br />Application DesignUser Experience<br />Integrated Dat...
20<br />Mobile Delivery<br />Ubiquity & Context<br />
Marketing Will Start With Mobile<br />21<br />6.9 Billion People <br />5.2B have <br />mobile phones<br />Only 1.6B<br />h...
SMS: 3x, 200k / @14k/sec, 12%<br />22<br />
End of PC Dominance<br />IDC & Gartner show PC sales eroding (4.8-6.6%) <br />Goldman Sachs predicts tablets will cannibal...
“Mobile Only” Segment on 56x Growth Path<br />24<br />http://brunocullen.wordpress.com/2011/01/10/cisco-visual-networking-...
Audience Desire is Leading Publishers<br />120<br />~120MM+<br />Mobile Internet<br />iPhone + iTouch + iPad<br />Launched...
App Sales Opportunity: $150 Billion by 2014<br />Gartner projects mobile app sales: <br />	2010: sales topped $5.2bn <br /...
27<br />ApplicationDesign<br />UserExperience<br />
The Best Digital is Pageless<br />28<br />PERSON<br />Personalization<br />
Design Is Highly Interactive<br />29<br />User UX Bar is Headed Up<br />
Remake Business<br />30<br />http://www.retailtouchpoints.com/cross-channel-strategies/690-starbucks-disney-and-guess-up-t...
The Automotive Dealing Desk of Death<br />31<br />
Stay in the Car!<br />32<br />
Pick Platforms to Start<br />33<br />
34<br />IntegratedData<br />Interoperability<br />
Data is the New Oil Of Commerce<br />35<br />
Old: content to delivery model<br />Content Enrichment is Ongoing<br />Write <br />Post<br />Archive<br />New: content enr...
Platform Reality: Top 10 Sites Consolidate Traffic<br />100%<br />75%<br />50%<br />25%<br />0%<br />2001<br />2006<br />2...
Platforms are the New Networks (Think Like a Broadcaster)<br />Netflix22% of all prime time fixed line traffic.<br />USC C...
39<br />Google940 MM Users<br />+11% YY<br />
40<br />Facebook<br />620MM Users+51% YY<br />
Platforms Trumping Sites<br />41<br />Starbucks FB gets 12x Its Brand Site Traffic<br />
Platforms Will Organize Online Alliances<br />Web 3.0<br />Utilities<identity, payment, analytics, advertising><br />Commu...
Voice Splits From the Phone<br />43<br />Integration of calling tosocial channels expands addressable ad inventory.<br />h...
44<br />The future will not be a faster bigger version of today. <br />
Barrier of Entry Helps Larger Players<br />45<br />
Web App or Native App?<br />HTML5 can provide app-like, non page experiences without platform dependencies.<br />Accessibi...
Web Apps Are Not Censored<br />With great integration comes decreasing privacy and control.<br />Dave Wieneke – www.useful...
There is a Low Range for App Development<br />48<br />Self reported by contractors on “They Make Apps”<br />
Marketing Sets the Stage<br />49<br />Why<br />Who<br />The launch plan is critical.<br />
Digital marketing is reaching escape velocity<br />50<br />
51<br />Digital business extends through the firm<br />Email   Bi/AnalyticsWeb    CMSCRM    Mobile Apps<br />Community<br />
“<br />”<br />Put your best people on mobile.<br />- Eric SchmidtChairman, Google<br />Dave Wieneke – www.usefularts.us<br />
Put Yourself on Mobile<br />Dave Wieneke – www.usefularts.us<br />
ThanksLinks & Info Grids Online atwww.UsefulArts.us<br />Tweet: @usefulartsEmail: strategy2.0@gmail.com<br />Special thank...
Especially Influential in US<br />55<br />Top 5 iPad countries<br />Top 5 Android countries<br />Source: AdMob<br />
Upcoming SlideShare
Loading in …5
×

Web. 3.0: The Rise of the Mobile and Application Era

1,910 views

Published on

Presented at the Future of Digital Marketing in London, June 15, 2011. How mobile delivery, application design, and semantic data are remaking the online experience.

Published in: Design
  • Be the first to comment

Web. 3.0: The Rise of the Mobile and Application Era

  1. 1. Web. 3.0:The Rise of the Mobile and Application Era<br />Dave Wieneke@usefularts<br />
  2. 2. In an Attention Economy<br />2<br />“<br />”<br />Freedom is Conceptual Space.<br />
  3. 3. 3<br />
  4. 4. 4<br />
  5. 5. 5<br />
  6. 6. 6<br />
  7. 7. Dave Wienekehttp://www.usefularts.us@usefularts<br />Published Tech Magazines, Ran start-ups & two .govs<br />Christian Science Monitor<br />Thomson Reuters IP Legal<br />Sokolove Law<br />Dave Wieneke – www.usefularts.us<br />
  8. 8. Today’s Flight Plan<br />Next Web in a Nutshell<br />Drivers: Delivery, Design and Data<br />Change to Business<br />Marketing’s Ascent<br />http://www.foreflight.com<br />Dave Wieneke – www.usefularts.us<br />
  9. 9. 9<br />“<br />Revolution is measured in behavior.<br />”<br />
  10. 10. What We Need Has Changed.<br />Dave Wieneke – www.usefularts.us<br />
  11. 11. How About a Scarcity of “Social” Connections?<br />Dave Wieneke – www.usefularts.us<br />
  12. 12. 12<br />“<br />Content Was Never King.<br />Helping Your Audience is King.<br />”<br />
  13. 13. Easy Technology to Get Stuff Done<br />Dave Wieneke – www.usefularts.us<br />
  14. 14. Old: Content Economy<br />Creation Tools Rule<br />14<br />
  15. 15. New: Attention Economy<br />Smart consumption and execution of content.<br />15<br />
  16. 16. New Digital Products as Marketing<br />16<br />
  17. 17. Relationship Pipes for Manufacturers<br />Dave Wieneke – www.usefularts.us<br />
  18. 18. InformationTransfer<br />PersonalCommunication<br />Application Experience<br />Used with permission from Miko Coffey<br />Dave Wieneke – www.usefularts.us<br />
  19. 19. Three Huge Waves<br />19<br />Mobile DeliveryUbiquity & Context<br />Application DesignUser Experience<br />Integrated Data<br />Interoperability<br />
  20. 20. 20<br />Mobile Delivery<br />Ubiquity & Context<br />
  21. 21. Marketing Will Start With Mobile<br />21<br />6.9 Billion People <br />5.2B have <br />mobile phones<br />Only 1.6B<br />have TVs<br />1.0B<br />have cars<br />1.2B<br />have PCs<br />
  22. 22. SMS: 3x, 200k / @14k/sec, 12%<br />22<br />
  23. 23. End of PC Dominance<br />IDC & Gartner show PC sales eroding (4.8-6.6%) <br />Goldman Sachs predicts tablets will cannibalize one in three US PC sales this year.<br />Smart Phones to Out Ship PC’s in 2012. (Meeker)<br />Smart Phones to out consume PC’s in bandwidth 2013 (Gartner)<br />http://online.wsj.com/article/PR-CO-20110112-907810.html<br />http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=229000646<br />Dave Wieneke – www.usefularts.us<br />
  24. 24. “Mobile Only” Segment on 56x Growth Path<br />24<br />http://brunocullen.wordpress.com/2011/01/10/cisco-visual-networking-index-global-mobile-data-traffic-forecast-update-2009-2014/<br />
  25. 25. Audience Desire is Leading Publishers<br />120<br />~120MM+<br />Mobile Internet<br />iPhone + iTouch + iPad<br />Launched 6/07<br />100<br />Desktop Internet<br />Netscape*<br />Launched 12/94<br />80<br />Subscribers (MM)<br />60<br />Mobile Internet<br />NTT docomoi-mode<br />Launched 6/99<br />~32MM<br />40<br />Desktop Internet<br />AOL*<br />v. 2.0 Launched 9/94<br />~27MM<br />20<br />~9MM<br />Q1<br />Q3<br />Q5<br />Q7<br />Q9<br />Q11<br />Q13<br />Q15<br />Q17<br />Q19<br />Quarters Since Launch<br />iPhone + iTouch<br />NTT docomoi-mode<br />AOL<br />Netscape<br />Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimates ~65MM+ netbooks have shipped in first 11 quarters since launch (10/07). <br />Source: Company Reports, Morgan Stanley Research Data as of CQ3:10<br />Morgan Stanley<br />Dave Wieneke – www.usefularts.us<br />
  26. 26. App Sales Opportunity: $150 Billion by 2014<br />Gartner projects mobile app sales: <br /> 2010: sales topped $5.2bn <br /> 2011: explosion to $15.1bn. It expects total <br /> 2014: Exponential growth to $150bn<br />Stephanie BaghdassarianResearch Director at Gartner<br />= $65Bn annual sales.<br />= $62Bn annual sales.<br />http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686<br />Dave Wieneke – www.usefularts.us<br />
  27. 27. 27<br />ApplicationDesign<br />UserExperience<br />
  28. 28. The Best Digital is Pageless<br />28<br />PERSON<br />Personalization<br />
  29. 29. Design Is Highly Interactive<br />29<br />User UX Bar is Headed Up<br />
  30. 30. Remake Business<br />30<br />http://www.retailtouchpoints.com/cross-channel-strategies/690-starbucks-disney-and-guess-up-the-ante-with-mobile-pos.html<br />
  31. 31. The Automotive Dealing Desk of Death<br />31<br />
  32. 32. Stay in the Car!<br />32<br />
  33. 33. Pick Platforms to Start<br />33<br />
  34. 34. 34<br />IntegratedData<br />Interoperability<br />
  35. 35. Data is the New Oil Of Commerce<br />35<br />
  36. 36. Old: content to delivery model<br />Content Enrichment is Ongoing<br />Write <br />Post<br />Archive<br />New: content enriched toward app experience<br />Enrichment<br />Analytics<br />Post<br />Programmatic calls,behavioral enrichment<br />Tagging, auto links,production enrichment<br />Write <br />Delivery<br />Dave Wieneke – www.usefularts.us<br />
  37. 37. Platform Reality: Top 10 Sites Consolidate Traffic<br />100%<br />75%<br />50%<br />25%<br />0%<br />2001<br />2006<br />2010<br />Source: Complete data presented in Wired Aug 2010<br />Dave Wieneke – www.usefularts.us<br />
  38. 38. Platforms are the New Networks (Think Like a Broadcaster)<br />Netflix22% of all prime time fixed line traffic.<br />USC Center for the Digital Future<br />Online TV / Video Consumption to Skyrocketto 50hrs per week.<br />Dave Wieneke – www.usefularts.us<br />
  39. 39. 39<br />Google940 MM Users<br />+11% YY<br />
  40. 40. 40<br />Facebook<br />620MM Users+51% YY<br />
  41. 41. Platforms Trumping Sites<br />41<br />Starbucks FB gets 12x Its Brand Site Traffic<br />
  42. 42. Platforms Will Organize Online Alliances<br />Web 3.0<br />Utilities<identity, payment, analytics, advertising><br />Communications< IM, Voice, Video, Social><br />Centralization<audience & API><br />Customer Loyalty to Platform<br />Dave Wieneke – www.usefularts.us<br />
  43. 43. Voice Splits From the Phone<br />43<br />Integration of calling tosocial channels expands addressable ad inventory.<br />http://adage.com/article/digitalnext/forget-post-pc-post-phone-era/228022/<br />
  44. 44. 44<br />The future will not be a faster bigger version of today. <br />
  45. 45. Barrier of Entry Helps Larger Players<br />45<br />
  46. 46. Web App or Native App?<br />HTML5 can provide app-like, non page experiences without platform dependencies.<br />Accessibility, Speed, Cost, Data, Familiar.Native Apps retain some device advantages.<br />Got Flash?<br />My Marketing is<br />Dave Wieneke – www.usefularts.us<br />
  47. 47. Web Apps Are Not Censored<br />With great integration comes decreasing privacy and control.<br />Dave Wieneke – www.usefularts.us<br />
  48. 48. There is a Low Range for App Development<br />48<br />Self reported by contractors on “They Make Apps”<br />
  49. 49. Marketing Sets the Stage<br />49<br />Why<br />Who<br />The launch plan is critical.<br />
  50. 50. Digital marketing is reaching escape velocity<br />50<br />
  51. 51. 51<br />Digital business extends through the firm<br />Email Bi/AnalyticsWeb CMSCRM Mobile Apps<br />Community<br />
  52. 52. “<br />”<br />Put your best people on mobile.<br />- Eric SchmidtChairman, Google<br />Dave Wieneke – www.usefularts.us<br />
  53. 53. Put Yourself on Mobile<br />Dave Wieneke – www.usefularts.us<br />
  54. 54. ThanksLinks & Info Grids Online atwww.UsefulArts.us<br />Tweet: @usefulartsEmail: strategy2.0@gmail.com<br />Special thanks eConsultancyfor access to research,Peer Summit discussions, and their online community.<br />
  55. 55. Especially Influential in US<br />55<br />Top 5 iPad countries<br />Top 5 Android countries<br />Source: AdMob<br />

×