The Future is Mobile - Jason DaPonte at AdTech London
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Transcript of The Future is Mobile - Jason DaPonte at AdTech London
![Page 1: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/1.jpg)
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@jasondaponte
![Page 3: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/3.jpg)
The Promise:
‘Your mobile can do anything!’
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The Promise:
Statistic: We have an average of 1.3 mobiles each
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The Promise:
Teens frequently have a handset for each network
![Page 6: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/6.jpg)
The Promise:
Statistic: There are more of them than there are of us
2008: 4.1b ACTIVE mobiles
2008: World population – 6.7b people
2008: 1b+ mobiles sold worldwide
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Reality check:
Statistic: 49% of the UK adult public has used mobile dataActivity (Ever used) %
Mobile internet 25
Downloading playing games 22
Sending & receiving email 17
Downloading and listening to music 18
Instant Messenger 16
Accessing social networking sites 10
Accessing news sites 10
Accessing sports sites 7
Streaming internet radio 7
Satellite navigation systems 5
RSS feeds 3
Mobile TV 3
Subscribing and listening to podcasts 2
TOTAL (net) 49
![Page 8: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/8.jpg)
So what is this ‘mobile’ thing anyway?
Any interaction with an audience over a portable device or within a mobile situation
Personal
Sociable
Portable
Immediate
Location aware
It’s not just
a tiny
version of
the Web!
![Page 9: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/9.jpg)
So what is this ‘mobile’ thing anyway?
Messaging
Mobile web
Mobile media
Apps/Widgets
Near field comms
Out of home
![Page 10: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/10.jpg)
So what is this ‘mobile’ thing anyway? Messaging
2.3 trillion SMS messages to be sent in 2008 costing $60.2 billion! (Gartner)
84% of SMS users expect a response within 5 minutes. (160 Characters)
![Page 11: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/11.jpg)
So what is this ‘mobile’ thing anyway?
Messaging isn’t just about txt-ingMessaging
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So what is this ‘mobile’ thing anyway?
Prediction: Messaging types will convergeMessaging
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So what is this ‘mobile’ thing anyway?
Prediction: Messaging types will convergeMessaging
![Page 14: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/14.jpg)
So what is this ‘mobile’ thing anyway?
Messaging
Mobile web
Mobile media
Apps/Widgets
Near field comms
Out of home
![Page 15: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/15.jpg)
So what is this ‘mobile’ thing anyway?
Personalised homepage
Choose and rearrange topics
Set location
Mobile web
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So what is this ‘mobile’ thing anyway?Mobile web
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So what is this ‘mobile’ thing anyway?
Fact: Mobile social networking is the fastest growing activityMobile web
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So what is this ‘mobile’ thing anyway?
Messaging
Mobile web
Mobile media
Apps/Widgets
Near field comms
Out of home
![Page 20: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/20.jpg)
So what is this ‘mobile’ thing anyway?
Inbound video creativityMobile media
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So what is this ‘mobile’ thing anyway?Mobile media
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So what is this ‘mobile’ thing anyway?
Messaging
Mobile web
Mobile media
Apps/Widgets
Near field comms
Out of home
![Page 23: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/23.jpg)
So what is this ‘mobile’ thing anyway?
Stat: Over 100m iPhone apps have been ‘sold’Apps/Widgets
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So what is this ‘mobile’ thing anyway?
1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie 9. SayWhere10. Stanza
(Wired’s Coolest Apps of 2008)
Apps/Widgets
1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe
(Apple’s most popular PAID apps 28.07.09)
![Page 25: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/25.jpg)
So what is this ‘mobile’ thing anyway?
1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie 9. SayWhere10. Stanza
(Wired’s Coolest Apps of 2008)
Makes your life easier
Apps/Widgets
1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe
(Apple’s most popular PAID apps 28.07.09)
![Page 26: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/26.jpg)
1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie 9. SayWhere10. Stanza
(Wired’s Coolest Apps of 2008)
Makes your life easier
Uses unique hardware
1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe
(Apple’s most popular PAID apps 28.07.09)
So what is this ‘mobile’ thing anyway?Apps/Widgets
![Page 27: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/27.jpg)
So what is this ‘mobile’ thing anyway?Apps/Widgets
1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie 9. SayWhere10. Stanza
(Wired’s Coolest Apps of 2008)
Makes your life easier
Uses unique hardware
Makes a better media device
1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe
(Apple’s most popular PAID apps 28.07.09)
![Page 28: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/28.jpg)
So what is this ‘mobile’ thing anyway?Apps/Widgets
1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie 9. SayWhere10. Stanza
(Wired’s Coolest Apps of 2008)
Makes your life easier
Uses unique hardware
Makes a better media device
Makes it FUN (aka GAMES)
1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe
(Apple’s most popular PAID apps 28.07.09)
![Page 29: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/29.jpg)
So what is this ‘mobile’ thing anyway?
Messaging
Mobile web
Mobile media
Apps/Widgets
Near field comms
Out of home
![Page 30: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/30.jpg)
So what is this ‘mobile’ thing anyway? Near field comms
Trial: BBC Collect London Zoo
• Mobile navigation of an archive
• Children captured ‘packages’ about animals to view on phones
• Packages saved to a personalised webpage that they could revisit at home
• Provide lasting record
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So what is this ‘mobile’ thing anyway? Near field comms
![Page 32: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/32.jpg)
So what is this ‘mobile’ thing anyway? Near field comms
![Page 33: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/33.jpg)
So what is this ‘mobile’ thing anyway?
Messaging
Mobile web
Mobile media
Apps/Widgets
Near field comms
Out of home
![Page 34: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/34.jpg)
So what is this ‘mobile’ thing anyway?Out of home
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So what is this ‘mobile’ thing anyway?Out of home
![Page 36: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/36.jpg)
So what is the problem?
• Awareness
Kristian D. on Flickr
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So what is the problem?
• Awareness
• Costs
“what a month overseas + iPhone gets you”
http://www.flickr.com/photos/metropolitician
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So what is the problem?
• Awareness
• Costs
• Technology
Gabriel Lopez on Flickr
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So what is the problem?
• Awareness
• Costs
• Technology
• Fragmentation
2008: 4.1b ACTIVE mobiles
2008: World population – 6.7b people
2008: 1b+ mobiles sold worldwide
![Page 40: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/40.jpg)
So what is the future?
Prediction: Mobiles will become primary computing devices
• Mobile take centre stage
Tambaco the Jaguar on Flickr
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So what is the future?
Prediction: Connected objects will become prevalent
• Mobile take centre stage
• Everything becomes connected
http://www.cutecircuit.com
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So what is the future?Prediction: Location will matter more than ever
• Mobile take centre stage
• Everything becomes connected
• Everything filtered via location
http://www.microvision.com
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So what is the future?
• Mobile take centre stage
• Everything becomes connected
• Everything filtered via location
• Mass participation and creativity will grow
![Page 44: The Future is Mobile - Jason DaPonte at AdTech London](https://reader038.fdocuments.in/reader038/viewer/2022110302/547b3b83b37959822b8b4c67/html5/thumbnails/44.jpg)
Your mobile was just the FIRST connected device.