Post on 06-Jan-2016
description
Mobile Mobile TechnologiesTechnologiesGuy HoskinsGuy Hoskins
““A remote controller for A remote controller for people’s lives” people’s lives” Lugano, 2007Lugano, 2007
DevelopmentDevelopment Use statisticsUse statistics Business case studiesBusiness case studies Future directionsFuture directions DiscussionDiscussion
A potted history…A potted history…
A potted history…A potted history…
1G – 19731G – 1973 2G – 19912G – 1991 3G – 20013G – 2001 4G - ?4G - ?
Mobile in AfricaMobile in Africa
% of people by age who engage in mobile % of people by age who engage in mobile activities on a typical dayactivities on a typical day
18-2918-29 30-4930-49 50-6450-64 65+65+
Text messagesText messages 7474 5151 2323 55
Take a pictureTake a picture 3737 2020 99 33
Play a gamePlay a game 1515 1212 33 22
EmailEmail 2121 1818 99 33
Access Access internetinternet
2525 1616 66 22
Instant Instant messagingmessaging
1717 1212 55 22
Get directionsGet directions 66 44 22 --
Watch videoWatch video 55 33 11 11
% of teens who own a cell % of teens who own a cell phonephone
How teens go onlineHow teens go online
The big playersThe big players
And there’s an app for And there’s an app for that…that…
Apple app storeApple app store Mobile FringeMobile Fringe
The Google-verseThe Google-verse AndroidAndroid Buzz DeckBuzz Deck
Mobile Social NetworksMobile Social Networks
YelpYelp FlagrFlagr Places-to-doPlaces-to-do SocialightSocialight
Mobile AdvertisingMobile Advertising
Global mobile advertising revenue 2009 - Global mobile advertising revenue 2009 - $530m $530m (Gartner, 2009)(Gartner, 2009)
2013 - $13.5b 2013 - $13.5b (Gartner, 2009)(Gartner, 2009)
ObstaclesObstacles PrivacyPrivacy MetricsMetrics Carriers become ‘dumb pipes’Carriers become ‘dumb pipes’
1 – Respect the end user1 – Respect the end user 2 – Take advantage of existing resources2 – Take advantage of existing resources 3 – Understand the ecosystem3 – Understand the ecosystem 4 – Identify your target audience4 – Identify your target audience 5 - Integrate a cross-media campaign5 - Integrate a cross-media campaign 6 – Keep it simple!6 – Keep it simple!
Mobile Marketing MantraMobile Marketing Mantra
Nike IDNike ID
Dove – Wrinkled or Dove – Wrinkled or wonderful?wonderful?
Pontiac – Catch a G6Pontiac – Catch a G6
PlayStation – Resistance PlayStation – Resistance IIII
PlayStation – Resistance PlayStation – Resistance IIII
Mobile metrics:Mobile metrics: Total Pageviews: 238,000Total Pageviews: 238,000
Total Homepage Views: 170,000Total Homepage Views: 170,000Total Video Views: 27,000Total Video Views: 27,000Total Gallery Views: 28,000Total Gallery Views: 28,000Free Wallpapers: 7,000Free Wallpapers: 7,000Wallpaper downloads: 5,000Wallpaper downloads: 5,000
Axe – Booty TonesAxe – Booty Tones
Ring tone giveawayRing tone giveaway
Tohato – World’s worst Tohato – World’s worst warwar
Ouch! Anal Torture FactoryOuch! Anal Torture Factory
Nike Air 360 - AwakeNike Air 360 - Awake
Request celebrity athlete wake-up callsRequest celebrity athlete wake-up calls 8 week campaign8 week campaign Exceeded target participation by 300%Exceeded target participation by 300%
Not for ProfitNot for Profit
Red Cross – Haiti - $2m in two daysRed Cross – Haiti - $2m in two days MW4DMW4D Mobile ActiveMobile Active
Bridging the digital Bridging the digital dividedivide
Location AwarenessLocation Awareness
Powered by GPSPowered by GPS New dimension to social networkingNew dimension to social networking Massive advertising potentialMassive advertising potential BrightkiteBrightkite
Near Field Near Field CommunicationCommunication
Data exchange over short distanceData exchange over short distance Mobile ticketing in public transport Mobile ticketing in public transport Mobile paymentMobile payment Smart posterSmart poster Bluetooth pairing Bluetooth pairing
Mobile DTVMobile DTV
Works with a moving targetWorks with a moving target The TivitThe Tivit
QR CodeQR Code
Highly developed in Japan/S.KoreaHighly developed in Japan/S.Korea Phone scans image, directs to URLPhone scans image, directs to URL
Mobile BankingMobile Banking