SIIA Closing Keynote-Silva_final

8/2/2019 SIIA Closing Keynote-Silva_final

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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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The connected customer sees the world differently, uniting the

online and offline world for others to see & experience


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3

The Sentient World

The Death Of Static Content

Chris Silva

@802dotchris

Analyst, Altimeter Group

Content Via Platforms


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1. Customers are waiting, competition is not

2. Everyone and nobodys driving, what do you do?

3. Next Stop: Sentient World

4. Recommendations

Agenda

4


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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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4. Recommendations

Agenda

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Your Users Are Mobile Now, But Were

Just Getting Started.


8/39 2011 Altimeter Group

Mobile growth is explosive

Source: Morgan Stanley Research



While Mobile is explosive, its amorphous

Source: Morgan Stanley Research



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



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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2. Everyone and nobodys driving, what do you

do?


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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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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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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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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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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4. Recommendations

Agenda

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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

[email protected]

http://www.makemobilework.com @802dotchris
http://www.makemobilework.com/http://www.makemobilework.com/

SIIA Closing Keynote-Silva_final

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