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Mobile Mashup – What’s next? Jaakko Soudunsaari jaakko.soudunsaari@activeark.com

1. What is happening right now?

Web is going mobile

News are going mobile

Commerce is going mobile

Video is going mobile

Gaming is going mobile

Offices are going mobile

Software is going mobile

Music is going mobile

Phones have gone mobile

Brands are going mobile

Advertising is going mobile

Books are going mobile

Notebooks are going mobile

Projectors are going mobile

Email is going mobile

Magazines are going mobile

Retail is going mobile

Social media is going mobile

A whole bunch of stuff is going mobile.

A whole bunch of stuff is going mobile.

Experiences are going mobile.

Experiences that can be significantly enhanced by a

spatial or temporal dimension are going mobile.

Experiences in the here and the now.

Because your mobile phone is always in your pocket.

2. What will happen next?

“The future of mobile is the future of everything.”

-Matt Galligan

What is everything?

What? Phone Music

TV Travel

Retail

Car

Marketing

Clothing

Navigation Home

Games Environment

Networks Photos Wallet News Web Apps

Phone

News

Retail

Marketing

Environment

TV

Web

Car

Photos

Clothing

Networks

Home Navigation

Travel

Wallet

Music

Apps

The mobile phone is evolving

Evolving so quickly, we should reconsider calling it a phone.

Better screens

More processing power

Feature Powerbook G4 12” in 2005

Nokia Lumia 900 The new iPad

Processor Single core, 1,5 Ghz

Single-core 1,4 Ghz

Dual-core 1Ghz

RAM 512 Mb 512 Mb 1 GB

Hard drive 60 GB 16 GB 64 GB

Faster connections

4G / 2006 5G / 2020

New form factors

New user interfaces

“For big parts of the world, the mobile phone will be their first and/or only Internet-connected computer. That arguably makes mobile software and services

even more important for them than it is for us.” -Dan Frommer, BusinessWeek

Vision of Productivity in 2020 http://www.youtube.com/watch?v=a6cNdhOKwi0

3. What are the implications from a marketing perspective?

Smarter interaction between mobile and other media.

Mobile TV

Heineken Star Player http://www.youtube.com/watch?v=-QO8IYm2xVo

Mobile Direct Email

SAS – Couple up to Buckle up http://vimeo.com/34140861

Mobile Commerce

60% of US smart phone owners are shopping on the go.

Mobile Web 45 % Reach Mobile apps 24 % Reach

Mobile Print

Axe Uruguay – Night and Day

Mobile CRM

Starbucks Mobile CRM

Mobile Outdoor Retail

Tesco Subway Virtual Store

Mobile Payment

Google Wallet

“You cant predict how people will behave based on how

they have behaved.” -Don Draper