mobile futures dan calladine carat global management
TRANSCRIPT
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MOBILE FUTURES
DAN CALLADINECARAT GLOBAL MANAGEMENT
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THE FUTURE OF MOBILE
• First some stats
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BIG NUMBERS
• In the UK over 66% of mobile owners have a smartphone• For 25-34s it’s over 80%
comScore, January 2013
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BIG REVENUES
• Paypal handled > $14 billion in mobile payments in 2012, more than triple 2011’s level
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EVEN SMALL THINGS
• Over 23% of British practical driving tests are booked on mobile
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THE SPEED OF CHANGE
• Instagram was launched in late 2010
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THE SPEED OF CHANGE
• 2 years later it has over 100m monthly users…• & 5 of the 10 most popular people on Instagram are Kardashians
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THE SPEED OF CHANGE
• We’ve moved quickly from this…
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THE SPEED OF CHANGE
• … to this…
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THE SPEED OF CHANGE
• … to this…
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‘MOBILE’ AS ‘NORMAL’
• At the moment we talk about things like…• Mobile Internet• Mobile Commerce• Mobile Users
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‘MOBILE’ AS ‘NORMAL’
• They should be seen as • Internet• Commerce• Users
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5 TRENDS
• Speed• Payments• Targeting• Tracking• Touch
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SPEED
• 4G will give must faster connection speeds in public places • Video and music will be more viable• But people will also be able to search and do ‘showrooming’ more quickly
Cartoon - Forbes
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PAYMENTS
• Payments are coming – it will soon be easier to make a payment, and take a payment using mobile
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MOBILE TARGETING
• Target based on location, or behaviours
xAd
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MEASUREMENT
• Attribute actions in the real world to mobile activity
• Potentially make a connection between ad exposure and in-store purchase or donation
Nomi
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TOUCH
• Finally, this is getting a bit sci-fi, but mobile phones could soon be able to ‘touch’ and ‘smell’ things, through devices
Senseg
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Cartoon – New Yorker