2011 03-i mmbc-asianmobileadvertising
-
Upload
imedia-connection -
Category
Technology
-
view
339 -
download
0
description
Transcript of 2011 03-i mmbc-asianmobileadvertising
marketing in mobile centric societies
susan macdermidpresident, dmg :: digital
march 20th, 2011
pre-mobile centric society• 234 million mobile users• 61.5 million smart phone users & growing
rapidly• mobile internet surpasses PC internet in 2013• mobile market worth $1.5 billion in 2013
mobile centric societies
• 81 million internet users (7%) vs 507 million mobile phones (41%)
• 20% vs 57%• 32% vs 86%• 5% vs 66%
• India
• China• Brazil• Indonesia
128 million people
109 million mobile subscribers
85%+ on 3G
49% on flat-rate data plans
best mobile content revenue models
50-70%most countries
mobile examples
• Twitter NR building• Twitter Georgia coffee
campaign• iButterfly AR platform• “sekai” world camera• “sekai” for the iPad
• McDonald’s LBS coupons• mobile vending• Star Trek mobile game• SoLAR mobile gaming
platform• Sagami condom
campaign
identity amongst ubiquitous signage?
• use mobile devices to read QR codes to browse shop info, make reservations and download coupons
• use mobile to display virtual information specific to the building in a manner that enhances the physical
• next up the QR codes disappear and reveal those inside who want to be seen via their Twitter streams
live buildings
georgia coffee BLUX Twitter promo
product:– re-sealable canned espresso
message:– good things are to be
consumed little by little
creative solution:– Twitter novel released little by
little
Twitter novel told little by little
Nobunaga was the famous samurai who
united Japan
TV & print ads end with … continued on Twitter
iButterfly AR platform by Dentsu
http://www.youtube.com/watch?v=vEE6M0iW-Nw
“sekai” world camera
• 100,000 downloads in first 4 days
• 1 million downloads• Tonchidot’s AR app is
installed on 30% of all iPhones in Japan
• this iPhone app is now in 90 countries
• the Android version is in 20+ countries
“sekai” world camera for the iPad
• LBS mobile coupons for 16 million subscribers
• hundreds of millions of mobile coupons redeemed
• offers target by age, gender, kids
• offers are hyper-local, store-based
McDonald’s LBS coupon app
• Coca-Cola Japan members print coupons or show coupons to retailer on their mobile screen
• various partners:
mobile coupons
MacDonald’s (fast food)
Domino’s (home delivery)
mobile vending
• pay with either cash or mobile phones
• Coca-Cola Japan - 85,000 vending machines that accept mobile payments
• mobile-money usage has grown to over $2 billion
SoLAR mobile gaming platform
• a social, AR gaming platform for developers which combines LBS, AR, social play, and mobile payment
• tools to integrate Twitter, Facebook, and payment features for iPhone and Android
http://www.youtube.com/watch?v=GMqu1ak3VX0&NR=1
• 0.02 sagami condom
split screen male/female
hold phones close together – dual screens collapse into one
sowhat
is
mobile?
remote control for life
pray for japan