Ogilvy digitallabs mobilemadmen_jasondaponte

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  • @jasondaponte

  • Source: Carphone Warehouse Mobile Life 2007

  • The Promise:

    Your mobile can do anything!

  • The Promise:

    Statistic: We have an average of 1.3 mobiles each

  • The Promise:

    Teens frequently have a handset for each network

  • The Promise:

    Statistic: There are more of them than there are of us

    2009: 4.6b ACTIVE mobiles

    2008: World population 6.7b people

    2008: 1b+ mobiles sold worldwide

    Source: International Telecommunications Union (UN)

    2008: 1b+ mobiles sold worldwide

  • So what is this mobile thing anyway?

    Any interaction with an audience over a portable device or

    within a mobile situation

    We-make-money-not-art on Flickr

  • How are we doing it?

    Take advantage of the unique properties of the medium

    Personal

    Sociable

    Portable CONTEXTPortableImmediate

    Location aware

    CONTEXT

  • So what is context?

  • So what is this mobile thing anyway?

    Mobile web Mobile media Apps/Widgets

  • So what is this mobile thing anyway?

    Personalised homepage

    Choose and rearrange topics

    Mobile web

    topics

    Set location

  • So what is this mobile thing anyway?Mobile web

  • So what is this mobile thing anyway?Mobile web

  • So what is this mobile thing anyway?Mobile media

    MUSIC SCREENSHOTS

  • So what is this mobile thing anyway?

    Mobile media doesnt have to be short!Mobile media

    On-Demand Radio Streams - Average

    Duration

    20

    30

    40

    A

    v

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    e

    D

    u

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    )

    On-Demand TV Streams - Average

    Duration

    20

    30

    40

    A

    v

    e

    r

    a

    g

    e

    D

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    )

    0

    10

    20

    Computer Games

    Console

    Mobile

    A

    v

    e

    r

    a

    g

    e

    D

    u

    r

    a

    t

    i

    o

    n

    (

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    10

    Computer Games

    Console

    Mobile

    A

    v

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    a

    g

    e

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    u

    r

    a

    t

    i

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    n

    (

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  • So what is this mobile thing anyway?Mobile media

  • So what is this mobile thing anyway?Mobile media

  • Mobile mediaTwo-screen experiences

  • Mobile mediaTwo-screen experiences

  • So what is this mobile thing anyway?

    Inbound video creativityMobile media

  • So what is this mobile thing anyway?

    50 Billion apps are projected for 2012 (a

    $17.5 billion market)Source: GetJar 2010

    (And dont forget iPad, Android, Blackberry, Nokia)

    Apps/Widgets

  • So what is this mobile thing anyway?

    Good apps:

    Makes your life easier

    Uses unique hardware

    Makes a better media device

    Apps/Widgets

    Makes a better media device

    Makes it FUN (aka GAMES)

  • So what is the problem?

    Costs

    what a month overseas + iPhone gets youhttp://www.flickr.com/photos/metropolitician

  • So what is the problem?

    Costs

    Technology

    Gabriel Lopez on Flickr

  • So what is the problem?

    Costs

    Technology

    Fragmentation

    2009: 4.6b ACTIVE mobiles

    2008: World population 6.7b people

    2008: 1b+ mobiles sold worldwide

    2009: 4.6b ACTIVE mobiles

    2008: World population 6.7b people6.7b people

    2008: 1b+ mobiles sold worldwide

  • So what is the future?

    Prediction: Mobiles will take centre stage to become primary

    computing devices

    Tambaco the Jaguar on Flickr

  • So what is this mobile thing anyway?

    Prediction: Messaging types (and contacts) will converge

  • So what is the future?

    Prediction: Everything becomes connected and these

    objects will become prevalent

    Mac Funamizu on Petitinvention

  • So what is the future?

    Prediction: Everything will be filtered by location

    University of Washington

  • So what is the future?

    Prediction: Everything will be filtered by location

    http://www.microvision.com

  • So what is the future?

    Mass participation and creativity will grow

  • OCARINA

    So what is the future?

    The rest of the world will connect and we cant predict

    what that will mean

  • So what is the future?

    Fun and play will re-emerge in utilities

    The previous hard distinction between games and utility

    will blur

  • Thanks.Jason DaPonte

    jason.daponte@bbc.co.uk

    http://jasondaponte.wordpress.comhttp://jasondaponte.wordpress.com

    @jasondaponte