Post on 05-Apr-2018
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2011 Altimeter Group
In one year, registeredusers increased 76%, online
sales increased 130%
Tesco installed QR-enabled virtual stores in subways
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2011 Altimeter Group
The connected customer sees the world differently, uniting the
online and offline world for others to see & experience
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The Sentient World
The Death Of Static Content
Chris Silva
@802dotchris
Analyst, Altimeter Group
Content Via Platforms
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2011 Altimeter Group
1. Customers are waiting, competition is not
2. Everyone and nobodys driving, what do you do?
3. Next Stop: Sentient World
4. Recommendations
Agenda
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Q: Which Of These Are Content?
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Send Your Answersvia Twitter using#sentientworld
hashtag.
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2011 Altimeter Group
1. Customers are waiting, competition is not
2. Everyone and nobodys driving, what do you do?
3. Next Stop: Sentient World
4. Recommendations
Agenda
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Your Users Are Mobile Now, But Were
Just Getting Started.
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Mobile growth is explosive
Source: Morgan Stanley Research
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While Mobile is explosive, its amorphous
Source: Morgan Stanley Research
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The ways people use mobile radically varies
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Content types well be
adding within the next threeyears? Mobiles the easy
answer
David Berkowitz, 360i
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Audience Poll
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Which of the following, in your organization, leadsmobile strategy today?
1. IT
2. Marketing3. Not sure
4. Nobody is running it today
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The New Competition: Partners and
Customers AreFrenemies.
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Content marketers plan
to beef up their mobilestrategy in the next one
to three years.Where will you be?
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26% of appsdownloaded in 2010
were only used once.Amount of downloads,like ratings, can be aninaccurate measure of
success.
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How Mobile Changes The Game
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Were just at the 50% mark of smartphone usersnow, but its growing fast, theres little time to see
how things play out, theyre playing
Think of apps as more than just native
programs, its a compelling user experience thatbrings something
Mobile enables the gathering, sharing and
memeing of information, content that tells a storywins.
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2011 Altimeter Group
1. Customers are waiting, competition is not
2. Everyone and nobodys driving, what do you
do?
3. Next Stop: Sentient World
4. Recommendations
Agenda
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Mobile Demands Its Own Resources,
The Time is Now For a MobileStrategist
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Role of the Corporate Mobile Strategist
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Internaldevelopers
CMO
Agency
CIO
Head ofDigital
Marketing
Mobile StrategistContent
Marketing
Who will you turn to formobile strategy and app
development? Anagency, internal
resources, or both?Likely both.
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2011 Altimeter Group
Where Are We Today?
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Run-Up Adoption Normalization
Were at the point where
complexity will crest,investments flourish.
Things get complicatedbefore they simplify.
NumberofTools
Breadth of Relevance
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2011 Altimeter Group
Why Now Is The Time For Strategy
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Mobile partners and opportunities abound today,many have not been vetted or quantified, manychase the means, not the end.
Were in early days and the ecosystem is going to
get more complex before it standardizes.
Customers are already there, thirsting for contentand condition for a story line that follows them, be
on the page.
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2011 Altimeter Group
1. Customers are waiting, competition is not
2. Everyone and nobodys driving, what do you do?
3. Next Stop: Sentient World
4. Recommendations
Agenda
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The Sentient World
Whats smarter: A college grad or yourfuturefridge?
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A: All Of Them
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Q: Which Of These Are Content?
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2011 Altimeter Group
Popar 3-D Books: Content From Content
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Office Seekers Interact With TheirEnvironment To Find Space
Users can view full
descriptions of eachcenters facilities, as wellas photos.
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Todays Advanced Technology Is Reactive
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What the future will bring
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I walk into my localgrocery store
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The store knows its me
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Social check-ins (Four Square, Yelp, Facebook Places) Near Field Communications
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I get coupons to use right away
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Coupons sent based on shopping listToday
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What Happens When Interaction GoesAutonomous?
Automobiles andappliances will transition
to complex managementsystems. What are theinherent risks and
challenges?
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Dynamic, Automatic Connections Means MoreDynamic, Customized Content
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Cars with predictivetechnology would
allow for vehicles tolearn from drivers
daily habits andadapt accordingly.
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Content Will Be Everywhere And Autonomous
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Googles Project GlassTakes New, Dynamic
Content And Applies ItThroughout Your Day.
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Sentient World Has Many Questions Still
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If everything emits data (things, human bodies,earth and beyond), how will we sort intelligencefrom noise?
Beyond traditional communication, how will
consumers communicate with in-animate objects?
At what point does this new world become self-sufficient beyond human intervention? Which
companies will benefit from this?
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2011 Altimeter Group
1. Customers are waiting, competition is not
2. Everyone and nobodys driving, what do you do?
3. Next Stop: Sentient World
4. Recommendations
Agenda
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2011 Altimeter Group
Audience Poll Results
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We asked you top share which department and titlein your organization owns mobile today.
You Said ITIT is not anuncommon place formobile to live, butexpect strong internal
strength and weakexternal design.
You Said MktgMarketing providesstrong links toexternal expertise,strength of design butmay be an island.
You Said ???Youve got a blank
slate to create mobileops, be sure that ITand marketing are
involved, weighexternal resources.
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Its Time To Start Participating In The
Dialogue
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Where To Next?
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Static content is waning, customers are looking tomobile to change their experience, start exploringthe potential today.
A first step to take in strategy is forming a mobile
strategist role or function, someone mustcoordinate.
The future is bright, and not to be feared. Look
forward to the potential, dont focus on thedisruption, of the sentient world.
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Content is foreverchanged, its time
to participate in the
sentient world.
Chris Silva
Industry Analyst, Mobile
csilva@altimetergroup.com
http://www.makemobilework.com @802dotchris
http://www.makemobilework.com/http://www.makemobilework.com/