mobile: landscape, behaviors and trends

SSLA Mobile 101 Lunch + LearnMOBILE 101

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HISTORY

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"A REVOLUTIONARY AND MAGICAL

PRODUCT THAT IS FIVE YEARS AHEAD OF ANY OTHER MOBILE

PHONE"

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"A REVOLUTIONARY AND MAGICAL

PRODUCT THAT IS FIVE YEARS AHEAD OF ANY OTHER MOBILE

PHONE"

2007

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THIS YEAR, THE SMARTPHONE TURNED

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THIS YEAR, THE SMARTPHONE TURNED

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THE IBM SIMON HAD 1MB OF RAM AND ONE HOUR OF TALK TIME

Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call on a larger prototype model in 1973.

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MOBILE GROWTH

HOW MANY OF US CARRY A SMARTPHONE?

Text

HOW MANY OF US CARRY A SMARTPHONE?

HOW MANY OF US CARRY A SMARTPHONE?

http://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes/

HOW MANY OF US CARRY A SMARTPHONE?

http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies

What’s next?What’s now

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IN 1995, 13% OF THE TOTAL POPULATION USED CELL PHONES

What’s next?What’s now

2013

IN 1995, 13% OF THE TOTAL POPULATION USED CELL PHONES

TODAY THERE IS 91% PENETRATION OF MOBILE PHONES IN THE US, MORE THAN 284 MILLION US WIRELESS USERS

http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Reports_June_2013_U.S._Smartphone_Subscriber_Market_Share

OF THE 91% OF MOBILE OWNERS, THE MAJORITY (57%) OWN SMARTPHONES

16http://www.businessinsider.com/us-smartphone-penetration

MOBILE ISN’T NECESSARILY ‘ON THE GO’

17http://www.news.com.au/technology/smartphones/more-iphones-are-sold-a-day-than-babies-born/story-fn6vihic-1226624327053#ixzz2dCp5lnZL

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GROWTH TENDS TO SLOW AFTER ADOPTION HITS 50 PERCENT BECAUSE REMAINING MARKET SEGMENTS TEND TO BE OLDER, LESS WEALTHY, OR LATE ADOPTERS

2012 2013 2014

BY 2014 THE MOBILE WEB WILL OVERTAKE PCS

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

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MOBILE TECHNOLOGY

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SMARTPHONES AND FEATUREPHONES

HARDWARE AND SOFTWARE

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MOBILE OPERATING SYSTEMS:THE SMACKDOWN

MOBILE OPERATING SYSTEMS:THE SMACKDOWN

25http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Reports_June_2013_U.S._Smartphone_Subscriber_Market_Share

HANG ON, HOW IS THAT POSSIBLE?

IOS:

DEVELOPED BY APPLE IN ITS FIFTH MAJOR VERSIONRUNS ON IPHONES, IPAD TABLETS, AND IPOD TOUCH MUSIC DEVICES.

ANDROID:

DEVELOPED BY GOOGLEIN ITS FOURTH MAJOR VERSIONANDROID CAN BE FOUND IN DEVICES MADE BY A VARIETY OF MANUFACTURERS WHICH DRIVES THE HIGHER USAGE NUMBERS

BLACKBERRY OS: DEVELOPED BY RESEARCH IN MOTIONIN ITS SIXTH MAJOR VERSIONRUNS ON THE DEVICES FAVORED BY MANY CORPORATE IT DEPARTMENTS

WINDOWS PHONE:

A PROPRIETARY MOBILE OS DEVELOPED BY MICROSOFT INTRODUCED A NEW DESIGN LANGUAGE, PREVIOUSLY CALLED METRO UI, BUT LATER RENAMED TO SIMPLY MODERNIN 2011 NOKIA ANNOUNCED IT HAS CHOSEN WINDOWS PHONE AS THE OS FOR ALL ITS FUTURE SMARTPHONES

TRUTH #1

humans want to be entertained

FRAGMENTATION

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REMEMBER HARDWARE AND SOFTWARE?

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APPS VS MOBILE WEB

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APPLICATIONS

THIRD-PARTY PROGRAMS WRITTEN IN THE NATIVE HANDSET LANGUAGE THAT EXTEND THE FEATURES OF THE OS

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MOBILE WEB

FULL WEB BROWSER CAPABILITY WITH TOUCH-SCREEN OPTIMIZED BROWSING TECHNOLOGY.

http://www.labrow.com/blogs/2013/february/browser-market-share-2013

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APPS STILL DOMINATE

MOBILE TECHNOLOGY + MARKETING

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ConsumerMagazines

Gaming Magazines

On-package

Packaging Inlays

Billboards

Viral / stunts

Gaming Channel

Ad Spots

SponsoredShows

Special Topics

Talk shows

Radio

Displays

Demos

Incentives

Associates

Products

Location Based Events

Global Events

Roadshows

Launch Events

Membership Events

PromotionalActions

News / Info

Email

Shopping

Searching

Podcast

RSS

Self-Organized Events

Social Networks

Forums

Clans

In-Game

On-platform

Print Broadcast POS Events Web Social Product

MOBILE ACTIVATES MULTIPLE DIGITAL AND OFFLINE CHANNELS

ConsumerMagazines

Gaming Magazines

On-package

Packaging Inlays

Billboards

Viral / stunts

Gaming Channel

Ad Spots

SponsoredShows

Special Topics

Talk shows

Radio

Displays

Demos

Incentives

Associates

Products

Location Based Events

Global Events

Roadshows

Launch Events

Membership Events

PromotionalActions

News / Info

Email

Shopping

Searching

Podcast

RSS

Self-Organized Events

Social Networks

Forums

Clans

In-Game

On-platform

Feedback tool

Media integrationEngagement channel

Immediate actionTime

independence

Instant need satisfaction Personalize

Location independence

Static turns dynamic

Ad-hoc interaction

Cross-channel engagment

Offline opt-in

Instant self-expression

Print Broadcast POS Events Web Social Product

Experience enhancement

MOBILE ACTIVATES MULTIPLE DIGITAL AND OFFLINE CHANNELS

IVR SMS / MMS QR CODES M-SITE

Interactive voice

response, triggered by

calling an 800 number (or Star Star program)

Text messaging /

picture +video messaging, triggered by

texting a specific

keyword to a shortcode

2D graphic images

snapped with a phone camera

to launch a mobile site

Rich, browser based, Brand or

campaign mobile website,

Utility services or functionality delivered via

mobile, such as dealer locator,

inventory search, finance

calculators, and mobile

commerce

M-SERVICES APPS MEDIA

Brand application

installed on a smartphone to

deliver customer utility, entertainment

or loyalty

Mobile media units, including

display banners, search and rich media

units

Contextual real-time data that augments a

users experience, often

based on location or

camera based image analysis

AR

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Relevanceconversationfeeling physicalnetworkactivityinformation

Just-in-Time

day-partingon-the-fly

intermissiondowntimeweather-

basedprogrammatic

Contextprofessional

socialcultural

economicfun

technicaleducational

“anywhere”

“anytime instantly”&

“personal”

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REAL-TIME

98% OF ALL SMS & MMS MESSAGES ARE OPENED

95% OF THEM WITHIN 3 MINUTES OF RECEIPT

THE AVERAGE SMARTPHONE USER CHECKS THEIR PHONE 150 TIMES PER DAY

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ANYTIME

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LOCATION-AWARE

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PERSONAL

OUR MOBILE DEVICES KNOW MORE ABOUT US THAN ALMOST ANY OTHER DEVICE

Preferences Transaction History

Social Graph

Site Analytics

Demo- graphics

Mobile Device

Location

Customer Segment

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USEFUL

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SOCIAL

ABOUT 75% OF FACEBOOK’S ACTIVE USERS ACCESS THE SOCIAL NETWORK ON THEIR PHONES

https://www.globalwebindex.net/Stream-Social http://newsroom.fb.com/Key-Facts

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UBIQUITOUS

MOBILE TECHNOLOGYTRENDS

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THIS IS THE WEB TOMORROW

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THE INTERNET OF EVERYTHING

‘PHABLETS’

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IVR SMS / MMS QR CODES M-SITE

Interactive voice

response, triggered by

calling an 800 number (or Star Star program)

Text messaging /

picture +video messaging, triggered by

texting a specific

keyword to a shortcode

2D graphic images

snapped with a phone camera

to launch a mobile site

Rich, browser based, Brand or

campaign mobile website,

Utility services or functionality delivered via

mobile, such as dealer locator,

inventory search, finance

calculators, and mobile

commerce

M-SERVICES APPS MEDIA

Brand application

installed on a smartphone to

deliver customer utility, entertainment

or loyalty

Mobile media units, including

display banners, search and rich media

units

Contextual real-time data that augments a

users experience, often

based on location or

camera based image analysis

AR

HUMAN USER INTERFACES

NEW CHIPS = MORE POWER

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SO WHAT?why does all of this matter?

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THE CHALLENGE: FRAGMENTATION

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THE OPPORTUNITY: GREAT CONTENT, OPTIMIZED

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THE CHALLENGE: CONTEXTnew context...old context...

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MOBILE HAS THE UNIQUE ABILITY TO MARKET TO CIRCUMSTANCETHE OPPORTUNITY: CIRCUMSTANCE

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THE CHALLENGE: THE EVOLVING ECOSYSTEM

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a a aa

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THE OPPORTUNITY: DESIGN FOR CONNECTED EXPERIENCES

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THE CHALLENGE: THE PRESENT IS CATCHING UP WITH THE FUTURE

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THE OPPORTUNITY: FOCUS ON THE BEHAVIOR, NOT THE TECHNOLOGY

@kaylam

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See you on the internets.THANKS