mobile gets localised - time to get social
DESCRIPTION
Phones started out as social devices – we made voice calls. Then we had SMS (text) and then email (think Blackberry). Now we have smart phones, iPhones and Gphones – personal mobile devices and tablets (iPad). What does the present and future hold for “local and social” on Mobile? How does the rise of the tablets, iPhones and Android change the game? We will examine the fast growth of daily deals and the impact of the new breed of local+social applications (think Foursquare, Tellmewhere, etc). What do local businesses need/expect from mobile and what products make sense for directory publishers (both as a publisher and as a marketing services provider).TRANSCRIPT
Mobile Gets Localised - Time To
Get Social
2011 EADP ConferenceDiscover the
MOBILE AND SOCIAL EL DORADO
Mobile Gets Social
• Phones always social
• Portable evolution
• Now we can carry the entire Internet in our pocket
• App ecosystem
• Social layer plus real-time updates is a game changer
Convergence of Trends
You Are Here
Source: Greg Sterling
LocalSocial
Mobile
Mobile Usage is Becoming Smarter
• In Europe, Smartphones now make
up the majority of new mobile devices
• In Dec. 2010, 50.8% new mobile
devices were Smartphones, this is a
YoY increase of 69.7%.
Source: comScore Mobile Advisor, December 2010 EU5
Mobile Usage is Becoming More Social
83%
22% 18% 14%1%
48%
75%
43%
0%10%20%30%40%50%60%70%80%
0%
20%
40%
60%
80%
100%
SMS Email (work or personal)
Social Networking IM
% Y
ear
on
Ye
ar -
Gro
wth
% M
arke
t
Highest Growth Area in Europe for Mobile Use is Social
Dec-10 YoY Growth
Rank Title Developer Genre Free / Paid% Reach of all Apps
Downloaders
1 Facebook Facebook Social Networking Free 48.7%
2 Google Earth Google Travel Free 37.1%
3 Skype Skype Software S.a.r.l Social Networking Free 32.4%
Source: comScore Mobile Advisor, December 2010 EU5
Top 3 iTunes Apps - EuroZone
Why Local Matters More Than Ever
• Scale Matters
• Access→We live in an age of
access
→To be local is to be
accessible
• Death of distance→NO
Sources: Diana Mok, Juan-Antonio Carrasco and Barry Wellman; Dr. Bernie Hogan
Mobile is Always Local
3 Key dimensions that drive all use cases:
Place
Time
Need
Live
Work
Visit
PlaceNow
Soon
Future
TimeBuying
Browsing
Life Event
Need
Killer Local+Social+Mobile Apps
Evolution of Mobile Apps
Maps
Find
Reviews
Ratings
Check-in
Shout
Deals
Ask Questions Real-Time Updates
Social Algorithm
Challenge & Opportunity for Local Business
Mobile Yellow Pages?
My Mobile Website?
My Own App?
Vertical Apps?
Facebook?
Foursquare?
Opportunity for Directories
1) Provide SMBs with Best
Practice presence and
engagement across the
Mobile choices
2) Integrate with existing popular
services to boost usage on your own
product offerings
In Closing
• Mobile is all about the Internet in your pocket and usage will
continue to grow
• That growth will come through Smartphones and be used for
Social + Local actvities
• There’s a going to be more confusion about what’s right for
Local business
• Directories can help simplify the choices to generate leads
for SMBs and drive revenue for shareholders
Local Social Mobile
Thank You
Visit : www.localsocialsummit.comOur Next Event: November 2011, London
Dylan FullerFounding PartnerLocal Social [email protected]
Simon BaptistHead of Social Media & SyndicationEuropean [email protected]