WIFV Weds One: Allen Kalman presents The Mobile Landscape
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mPulse The Mobile Landscape www.alkalmedia.com
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Allen Kalman has 20 years of publishing and producing experience in print, online, mobile, interactive television and emerging platforms. At both ABC/Disney and Fremantle Media, he led digital production for brands such as Who Wants to Be a Millionaire, Baywatch, and American Idol. He has also produced mobile projects for CBS, MTV, NBA and Lifetime Television. Currently Al runs AKMG, a consulting firm that develops new products for the digital space, including the recently launched Abraham Lincoln: Vampire Hunter iPhone app for FOX Films. He’s also on a mission for the perfect pizza as founder and critic at PizzaSnobo.com. Email him at [email protected]. Follow him at @Al_Kal or @PizzaSnobo.
Transcript of WIFV Weds One: Allen Kalman presents The Mobile Landscape
mPulse
The Mobile Landscape
www.alkalmedia.com
mPulse
The Mobile Landscape
mPulse
The Mobile Landscape
• Smartphones
• Tablets
• SMS
• QR Codes
• Apps
• Games
• Mobile Web
• Mobile Video
• Social Media
• m-Commerce
• Advertising
• More!
The Mobile Landscape
U.S. Subscribers
Current Handset Sales
Subscribers and Operating Systems
Subscribers and Operating Systems
Past 3 Months
iPhone = 48% Android = 47%
•Source: Kantar Media
Mobile Phone User Activities
Tablets
Tablet Usage
Connected Device User Activities
SMS – Did AMERICAN IDOL teach us how to text?
SMS – simple and ubiquitous
• Variety of uses– Available on nearly all phones
– Build subscriber lists
– Stay in constant contact with users
– On-demand information
– Link to websites and videos
– Buy apps
– Advertising and Promotion, including print
– Enter sweepstakes, receive content
– Much more
QR Codes
• Similar functionality as SMS– Can you download stuff inside app
• Newer and potentially cleaner experience than SMS
• Rapidly launch content
• High response rates reported
• Growing user adoption – over 30 million in US– SMS is closer to 300 million
• Competing bar code standards
Mobile App Downloads
Popular App Categories
iPad or Android?
Mobile Install Base
Mobile App Revenue
Apple Dominates Video Usage
Let’s say you want an app …
• What’s the budget
• Time & Resources
• More Questions
• Shape and build product
• Test
• Launch
• Marketing
• Update
• Build on new platforms
Case Study – 2012 Olympics “LIVE EVERYWHERE” APP
• 7.6 million downloads
• 90% of US Homes
• 45 million live video streams
• 1.2 million streams for Michael Phelps
• 5.5 Mobile Internet users
• 3.7 million Facebook ‘Likes’
• 150 million tweets
• $200 million
• $4.4 billion
• 76% satisfaction
Adver-Game: Volkswagen REAL RACING GTI
Brand: Volkswagen Headlines: •Sponsored game to intro new GTI•Pick GTI model to drive•High quality racing experience•Other features like Find a Dealer•Over 7 million downloads•Touareg Challenge + other games•Other VW aps: “classic road games,” travel helpers, couponsRevenue: Free GamePremium upsell to Firemint gameAll other VW games are free
Discovery
The Mobile Web
The Mobile Web
The Mobile Web
News Consumption
Web VS. Mobile WebSPORTS
VS.
Web VS. Mobile WebARTS
VS.
The Mobile Web – Case Study
Brand: Weather ChannelHeadlines: •Weather Channel generate more traffic from mobile than traditional browsers•1.8 billion monthly visits•32 million visitorsRevenue: Mobile AdvertisingPremium apps also available
Cross-Platform Donations –SMS, iPhone, QR, Web
Brand: Coca-Cola & World Wildlife FundHeadlines: •SMS – $1 donation for “Arctic Home” fund for the polar bears•Initial $2 million donation from Coke•Coke matching up to $1 additional•iPhone app for Arctic Home with multiple prizes for app users•QR Codes being utilized •Also donate on the web: www.arctichome.com Duration: March, 2012
Mobile Video
Long form video
On Demand Services
YouTube Channels
Social Media Players
King Facebook
Twitter – Not Really Mainstream
Instagram & Photo Sharing
Social TV
Social TV
Mobile Advertising
More Mobile
• Connected Television
• IVR (interactive voice response)
• Location Based – GPS
• Mobile Search
• Gamification and Check-ins
• Augmented Reality
• Coupons & Deals
• Commerce
• Photo Sharing
• Music & Radio
