New technologies, new applications New technologies, new applications (new ways of connecting)(new ways of connecting)

New technologies, new applications New technologies, new applications (new ways of connecting)(new ways of connecting)

Jennifer Wilson

Eric Schmidt CEO Google 13 August 2008Eric Schmidt CEO Google 13 August 2008

The cinema screen (screen 1)The TV screen (screen 2)The computer screen (screen 3)The mobile screen (screen 4)

The cinema screen (screen 1)The TV screen (screen 2)The computer screen (screen 3)The mobile screen (screen 4)

In the beginning was….The Printing PressFollowed by Recording (about 1900)Then Cinema (1910)And Radio (1920)We then got TV (1950)The Internet (1990’s)And finally, Mobile (as a mass media – 2000+)

Note: only the final two are personal mass media……

In the beginning was….The Printing PressFollowed by Recording (about 1900)Then Cinema (1910)And Radio (1920)We then got TV (1950)The Internet (1990’s)And finally, Mobile (as a mass media – 2000+)

Note: only the final two are personal mass media……

Alan Moore. Communities Dominate Brands

8.55m 3G handsets (December 08)Up 88% on a year ago

17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets

Blackberry equates to 1.9%

AdMobs ad serving:33% to smart phones10.4% to iPhones

O2 released fabulous 3G package400% increase in data traffic (major upgrade requried)

$25b global mobile content market

8.55m 3G handsets (December 08)Up 88% on a year ago

17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets

Blackberry equates to 1.9%

AdMobs ad serving:33% to smart phones10.4% to iPhones

O2 released fabulous 3G package400% increase in data traffic (major upgrade requried)

$25b global mobile content market

Twice as many mobiles as TV setsThree times as many mobile subscribers as internet users Four times as many mobiles as PCsFive times as many mobile as cars. 31% of all music dollars spent worldwide20% of video gaming software

Unisys study revealed that if we lose our wallet we report it in 26 hours. If we lose our mobile, we report it in 68 minutes.

Twice as many mobiles as TV setsThree times as many mobile subscribers as internet users Four times as many mobiles as PCsFive times as many mobile as cars. 31% of all music dollars spent worldwide20% of video gaming software

Unisys study revealed that if we lose our wallet we report it in 26 hours. If we lose our mobile, we report it in 68 minutes.

13% regard it as their best friend (2/3rd would be emotionally affected if we lost it)14% of us answer it during sex*Almost 90% would take it to the toilet with them (and too many are willing to answer it there!)28% of us send sexually explicit SMS messages23% have dumped a partner via SMS Mobile is our most important connection: 70% would refuse to lend a phone to a friend for a day20%+ of the youth market disposable income is spend on mobile and related services

13% regard it as their best friend (2/3rd would be emotionally affected if we lost it)14% of us answer it during sex*Almost 90% would take it to the toilet with them (and too many are willing to answer it there!)28% of us send sexually explicit SMS messages23% have dumped a partner via SMS Mobile is our most important connection: 70% would refuse to lend a phone to a friend for a day20%+ of the youth market disposable income is spend on mobile and related services

* Unless you’re in the USA, where it is closer to 35%

Most ubiquitous device (ever)Responded to very quickly (96% SMS read in <20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:

3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms

We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

Most ubiquitous device (ever)Responded to very quickly (96% SMS read in <20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:

3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms

We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:

On TV, the total audience data that can be captured is 1%On the web, the audience data that can be captured is 10%On mobile, the audience data that can be captured is 90%

AMF Venture 2007

AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:

On TV, the total audience data that can be captured is 1%On the web, the audience data that can be captured is 10%On mobile, the audience data that can be captured is 90%

AMF Venture 2007

Right now, we’re seeing internet on a small screen….But there’s much more to this

Mobile offers :The first personal mass media channelAlways with us, always onLocation awarenessBuilt in payment channelCreative tool for UGC (video, text & image)Near-perfect audience dataAble to capture the social context of mediaProactive communication tool

Right now, we’re seeing internet on a small screen….But there’s much more to this

Mobile offers :The first personal mass media channelAlways with us, always onLocation awarenessBuilt in payment channelCreative tool for UGC (video, text & image)Near-perfect audience dataAble to capture the social context of mediaProactive communication tool

Based upon Tomi Ahonen – Mobile as the 7th Mass Media

Key Point – “The user interface everywhere”Everything will become connected (wirelessly)Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation

Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate

More interesting - use of existing devices as intelligent sensorsGPS plus (time) in a car = traffic flowsGPS plus (weather sensing) = instant localised weather

We will be the crowd that sources (via our mobile device)

Key Point – “The user interface everywhere”Everything will become connected (wirelessly)Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation

Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate

More interesting - use of existing devices as intelligent sensorsGPS plus (time) in a car = traffic flowsGPS plus (weather sensing) = instant localised weather

We will be the crowd that sources (via our mobile device)

Personalisation is capturing the information someone gives you about themselvesContext is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sitsFor mobile, some context is automatic:

Location, day of week, time of dayPrevious actions from <here> at <similar times>What they did before they got to <this service>

With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)

Personalisation is capturing the information someone gives you about themselvesContext is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sitsFor mobile, some context is automatic:

Location, day of week, time of dayPrevious actions from <here> at <similar times>What they did before they got to <this service>

With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)

This, I submit, is the formula for the future: Web 3.0 = (4C + P + VS). Sramana Mitra

WhenWhat is the time of day/day of week NOW?Is this their first time or have they been here before?

Where Where are they? Does that change anything?Where were they before they came here?

WhyWhy are they using this device?

HowCan we help them? What are they trying to do?

WhenWhat is the time of day/day of week NOW?Is this their first time or have they been here before?

Where Where are they? Does that change anything?Where were they before they came here?

WhyWhy are they using this device?

HowCan we help them? What are they trying to do?

22m mobile phones

9m 3G handsets

35% rich media devices

< 2% iPhone

22m mobile phones

9m 3G handsets

35% rich media devices

< 2% iPhone

Addressable market: 14m

Don’t restrict the contentJust manage the navigation and presentation

Think of your consumer *first*What will they be doing? Where? Moving?

Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either

If cross-platform (online and mobile)Allow a single log in for consistent experience

Personalise, tailor, make unique, deliverRemember your customers and show you remember

Don’t restrict the contentJust manage the navigation and presentation

Think of your consumer *first*What will they be doing? Where? Moving?

Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either

If cross-platform (online and mobile)Allow a single log in for consistent experience

Personalise, tailor, make unique, deliverRemember your customers and show you remember

Zero changes to user behaviour(don’t make them act differently for you)

One login(remember who they are, regardless of device)

Two second respond timeMake it simple, make it clean, make it fast

Three clicks away (maximum)You’ll lose 10% of users for each added level

Zero changes to user behaviour(don’t make them act differently for you)

One login(remember who they are, regardless of device)

Two second respond timeMake it simple, make it clean, make it fast

Three clicks away (maximum)You’ll lose 10% of users for each added level

SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)

InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)

AppsFirst, get them to download (non-iPhone < 12%)Ability to control ad placement

SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)

InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)

AppsFirst, get them to download (non-iPhone < 12%)Ability to control ad placement

Masking of number with name (doesn’t let me call back/cancel)Text heavy How relevant is the offer?Note: Osborne Park WA

Masking of number with name (doesn’t let me call back/cancel)Text heavy How relevant is the offer?Note: Osborne Park WA

First, recognise your handset First, recognise your handset

And the size of the pointing device…. Note: Qantas has

resolved this problem, but it did take three

months….

Typical use of banner at top of pageOccasional repeats at fold Usually max of 3 per page

Typical use of banner at top of pageOccasional repeats at fold Usually max of 3 per page

Top line ‘jump to’ boxExpand categories for moreRepeat navigation:

Top, middle bottom

Bottom – allow jump to topWhat is the input device?

Finger? Keyboard? Numeric keypad only?

Top line ‘jump to’ boxExpand categories for moreRepeat navigation:

Top, middle bottom

Bottom – allow jump to topWhat is the input device?

Finger? Keyboard? Numeric keypad only?

Iconic brands are their own advertisingIconic brands are their own advertising

New York Times applicationAd is placed a bottom of the screenAnd remains there as you scroll down

New York Times applicationAd is placed a bottom of the screenAnd remains there as you scroll down

ABC applicationBase line navigation Remains on screen Can be tailored specifically for each siteMuch greater flexibility

ABC applicationBase line navigation Remains on screen Can be tailored specifically for each siteMuch greater flexibility

First there was television, or rather:First there was television, or rather:

+

Which started off as (and in many cases remained):Which started off as (and in many cases remained):

+

Lots of talk about “the mobile internet”….Lots of talk about “the mobile internet”….

Sounds a lot like “radio with pictures “

iPhone – that gorgeous (tiny) restricted environmentCarriers are cut out (and don’t like it)Apple has total control (and increasingly we don’t like it)Development environment also controlled (and limited)

Android, Windows Mobile & Open Symbian – new forces?(more) Open sourceBroader development communityBetter processing environment An operating system on other devices

Reduced x-platform development costsStill with the gorgeous features

iPhone – that gorgeous (tiny) restricted environmentCarriers are cut out (and don’t like it)Apple has total control (and increasingly we don’t like it)Development environment also controlled (and limited)

Android, Windows Mobile & Open Symbian – new forces?(more) Open sourceBroader development communityBetter processing environment An operating system on other devices

Reduced x-platform development costsStill with the gorgeous features

Palm PreHTC DreamLG Touch WebEclipse Intuit (maybe?)

Palm PreHTC DreamLG Touch WebEclipse Intuit (maybe?)

When scanned, this code links directly to this mans’ blog

Don’t expect more than 25% of your market to get this (yet)Always offer an alternative way in eg:“or text ‘code’ to 0410 10 10 10”About 7%(+) of your audience will type in a URL eg:m.campaign.com.au (recommend against campaign.mobi)Site being developed by AIMIA (MIG) scanme.com.au

Will provide information on what QR codes areAnd supply a link to download a free reader(Also available by texting ‘reader’ to '0429 883 688' )

Likely to have a shelf life of about 12 – 18 monthsImage recognition will take over

Don’t expect more than 25% of your market to get this (yet)Always offer an alternative way in eg:“or text ‘code’ to 0410 10 10 10”About 7%(+) of your audience will type in a URL eg:m.campaign.com.au (recommend against campaign.mobi)Site being developed by AIMIA (MIG) scanme.com.au

Will provide information on what QR codes areAnd supply a link to download a free reader(Also available by texting ‘reader’ to '0429 883 688' )

Likely to have a shelf life of about 12 – 18 monthsImage recognition will take over

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http://www.youtube.com/watch?v=PrwmHnnSXYo

Facebook Connect (to open up social elements)Linking installed apps via connect (or other open source tool)Allows for sharing at the apps levelCould be gamesCould be gamingCould be how socialnetwork truly goes mobile

BrightkiteLooptCitysearch (US)LivePokerDiggTwitter

Facebook Connect (to open up social elements)Linking installed apps via connect (or other open source tool)Allows for sharing at the apps levelCould be gamesCould be gamingCould be how socialnetwork truly goes mobile

BrightkiteLooptCitysearch (US)LivePokerDiggTwitter

Image: © razorfish 2008

http://www.youtube.com/watch?v=vCCyfkGKL_w

Image recognition improving dramaticallyPrediction: death of QR codes in 18 months

Supplementing reality and augmenting itVia your mobile phone

Image recognition improving dramaticallyPrediction: death of QR codes in 18 months

Supplementing reality and augmenting itVia your mobile phone

Mobile is more than a campaign toolWe have to start thinking of it not as the fourth screen

But as the first

For marketing, the budget need to not be experimentalBut experiential

For advertisers, the consumer needs to come first Time, place, activityReward, cost, response

We can experiment hereThe audience is extremely tolerant (and inquisitive)

Mobile is more than a campaign toolWe have to start thinking of it not as the fourth screen

But as the first

For marketing, the budget need to not be experimentalBut experiential

For advertisers, the consumer needs to come first Time, place, activityReward, cost, response

We can experiment hereThe audience is extremely tolerant (and inquisitive)

If you are a brand:Mobile is a consumer touch point, not just an advertising or marketing channelConsumers will expect to transact through this channelHow does your brand stack up? What do you represent?

If you are a marketer:Use mobile as part of you strategy (integrated with others)If you want to do something new/different – mobile can helpConsumers are sophisticated – clever concepts are better

If you are an advertiser:Be patient. The market is coming (and can be counted)Be aware of the context. Popular might not be appropriate

If you are a brand:Mobile is a consumer touch point, not just an advertising or marketing channelConsumers will expect to transact through this channelHow does your brand stack up? What do you represent?

If you are a marketer:Use mobile as part of you strategy (integrated with others)If you want to do something new/different – mobile can helpConsumers are sophisticated – clever concepts are better

If you are an advertiser:Be patient. The market is coming (and can be counted)Be aware of the context. Popular might not be appropriate

Eric Schmidt CEO Google May 2005Eric Schmidt CEO Google May 2005

http://www.youtube.com/watch?v=FScddkTMlTc

Jennifer WilsonJennifer WilsonThe Project FactoryThe Project Factory

jennifer@theprojectfactory.comjennifer@theprojectfactory.com+61 414 59 58 57+61 414 59 58 57

@JenWilsonSydney@JenWilsonSydney

Jennifer WilsonJennifer WilsonThe Project FactoryThe Project Factory

jennifer@theprojectfactory.comjennifer@theprojectfactory.com+61 414 59 58 57+61 414 59 58 57

@JenWilsonSydney@JenWilsonSydney