it's a mobile, mobile, mobile, mobile world
TRANSCRIPT
It’s a Mobile, ,
Mobile, Mobile,Mobile
World
Judd WheelerOctober 2011
19061906
Phone FirstsPhone Firsts
• 197319731st mobile call (NY)
• 1979• 19791st commercial mobile phonemobile phone
• 19821 t bl bil1st portable mobile (Nokia)
1998 – Mobile Content1998 Mobile Content
Fi t bil i t• First mobile ringtone
$ /• US: $5.2 billion/year (2009)
$ /• India: $1 billion/year
10 years ago – Mobile Video10 years ago Mobile Video
• 1 phone1 phone
• 30‐sec clip
2 i• 2.5 min download
Today – Mobile VideoToday Mobile Video
• Video streaming = 39% data usage first ½ ofVideo streaming = 39% data usage first ½ of 2011
• YouTube = 22% of mobile data bandwidth• YouTube = 22% of mobile data bandwidthYouTube = 52% of total video streaming
10% f ll d l d Y T b bil• 10% of all downloads on YouTube are mobile
• YouTube sinking $100m into mobile content
10 years ago – SMS Voting10 years ago SMS Voting
• English MTVEnglish MTV
• Vote & request next video via SMSvideo via SMS
N $3billi /• Now: $3billion/yr
SMS Volume (in trillions)SMS Volume (in trillions)
8
6
7
4
5
2
3
0
1
2009 2010 20112009 2010 2011
International Telecommunications Union
England: 6 millionEngland: 6 million
1:10 (equivalent to 30mil in US)
EstoniaEstonia
• Sweden ‐ coming soonSweden coming soon
Hoshi Ichi ManiacHoshi Ichi Maniac
• Mobile‐TV convergenceMobile TV convergence
• #1 rated show
i i• Everyone can participate
• Within 5 minutes: 80,000 participants
• Avatars
• Virtual audience (UFO scoops up incorrect)Virtual audience (UFO scoops up incorrect)
U.K. Social UnrestU.K. Social Unrest
U S teen average 100 text/dayU.S. teen average 100 text/day
U S teen average 100 text/dayU.S. teen average 100 text/day
Every 5 Minutes
SMS – by the numbersSMS by the numbers
• 4.2 billion (globally) Globally:4.2 billion (globally)= # of toothbrushes
• U.S. ~73%
Globally:
• #1 – Text
• #2 – Apps#2 Apps
• #3 – Email
• #4 Voice• #4 ‐ Voice
8x 20x
SMS versus OS MessagingSMS versus OS Messaging
• Japan whereMcDonalds has signed up 1 in 6Japan, whereMcDonalds has signed up 1 in 6 consumers to opt‐in for mobile advertising messagesmessages
• Some suggested mobile‐savvy operating systems (OS) may displace SMSsystems (OS) may displace SMS
Smartphone OS Market ShareSmartphone OS Market Share
60
50
30
40 Symbian
Android
RIM
20
RIM
iOS
Microsoft
0
10
2010 2011 2012 20152010 2011 2012 2015
Understanding users’ needs and wants
Smartphone DemographicsSmartphone Demographics
• Income over $75 000Income over $75,000
• College graduate
/ / li• Men/women: 55/45 split
• Higher percentage African‐Americans and Hispanics than white – URBAN
• Roughly 75% of the users being between age g y g g18 and 54
Comparison (Q2 2011)Comparison (Q2 2011)
Android iOSAndroid
• 10% more likely men
• 17% more likely suburbs
iOS
• 18% more likely women
• 27% more like in city17% more likely suburbs
• 86% more likely in country
• 80% more likely only HS
27% more like in city
• 29% more likely 35+
• 37% more likely grad degree
• 20% more likely conservative
24% lik l $50k $100k
• 17% more likely liberal
67% lik l $200k• 24% more likely $50k‐$100k household
• 67% more likely $200k+ income
Hutch.com
Comparison (Q2 2011)Comparison (Q2 2011)
Android iOSAndroid
• Late adopters
• Full‐featured
iOS
• Early adopters
• Sleek device, simpleFull featured
• Late to the Internet 2000+
Sleek device, simple functionality
• Early to the Internet <1992
Hutch.com
42,000 iPhones42,000 iPhones
• Replacing scanner gunsReplacing scanner guns
• Answer customers’ questionsH t– How‐to
– Check inventory
• Eventually complete purchases
Tokyo’s Train NetTokyo s Train Net
• One of the busiest train linesOne of the busiest train lines
• On‐board Wi‐Fi
’ b h i h h h• Users can’t browse other sites through the network
Tokyo’s Train NetTokyo s Train Net
• Which carriages are the quietest & the coolestWhich carriages are the quietest & the coolest
Tokyo’s Train NetTokyo s Train Net
• Recommends different shops & restaurants inRecommends different shops & restaurants in the user is approaching
• Provides coupons and exclusive deals• Provides coupons and exclusive deals
• Download web magazines & manga comics to b b ibrowse between stations
AT&T and Vitality GlowCapsAT&T and Vitality GlowCaps
• Fit standard Rx bottlesFit standard Rx bottles
• Use light, sound, call or txt
• Reports
MobisanteMobisante
• Mobile ultrasound imagingMobile ultrasound imaging
• Accessible, affordable
S h d l d i• Smartphone and Internet cloud services
• 12 million iOS downloads translates to $8,316,000 (June 2011)• 7 million Android downloads translates to over7 million Android downloads translates to over
$1 million/month in ad revenue• 350 million total downloads
Where do we use phones?Where do we use phones?
Where do we use phones?Where do we use phones?
• In bed
h d k• In the dark
• When drunk
• In bars
Meaning???Meaning???
• Simple easy to useSimple, easy to use
• Test with kids (teens) = cool factor
( i ) f• Text on parents (retirement age) = ease of use
Mobile‐Optimized Web SitesMobile Optimized Web Sites
• Less than 19% of business in France and U KLess than 19% of business in France and U.K.
• Tiffany’s jewelers doubled its salesafter launching aafter launching a mobile‐optimized websitewebsite
More browser phones than PCs
Mobile‐Optimized Web SitesMobile Optimized Web Sites
• US – 33 percentUS 33 percent
• U.K. – 17 percent
2• France – 12 percent
• Germany – 37 percent
• Japan – 43 percent
Tesco HomePlus QR Shopping (South Korea)Tesco HomePlus QR Shopping (South Korea)
• Nov 2010 – Jan 2011Nov 2010 Jan 2011
• 10,287 online store via mobile
b 6%• Members rose 76%
• Online sales 130%
Location‐Based ServiceLocation Based Service
10,000,000
• Launched in 2009
1 billi h k i• 1 billion check‐ins
• 5 languages
Redefining LBS – Shadow CitiesRedefining LBS Shadow Cities
• Future of mobile gamingFuture of mobile gaming
• Uses real streets, your streets (GPS)
l i• Real time
Grey Area
Near Field CommunicationNear Field Communication
• Subset of RFID
• 150,000 NFC (+24,000)6 illi t diti l• 6 million traditional
Crone Consulting
Other mCommerce PlayersOther mCommerce Players
Augmented RealityAugmented Reality
• LayarLayar
• Wikitude
i ’ i• Metaio’s Junaio
• String Labs
• QderoPateo Communications (QPC)Articulated Natural RealityArticulated Natural Reality
GolfscapeGolfscape
ArtFinderArtFinder
Word LensWord Lens
BMW Testing ARBMW Testing AR
Tablets – Market ShareTablets Market Share
Others, 18%
iPad, 82%,
Smart Cart (China)Smart Cart (China)
• Syncs to smartphoneSyncs to smartphone
• Indoor position tech (UWB and Zigbee , 1m)
i i f• Tips, info, coupons
• Purchased items & membership points
Australia Dairy InspectionsAustralia Dairy Inspections
Children’s BooksChildren s Books
EducationEducation
• Engage studentsEngage students
• Cut down on paper
ll b d k• Allow absent students to keep up
• California pilot: Algebra 1 app outperformed traditional textbooks
“Put your best people on mobile ”people on mobile.
Within Arms Reach 24/7Within Arms Reach 24/7
No9%
Yes91%
Morgan Stanley
’Who’s the number one k ?camera maker?
NokiaNokia
• Canon Nikon Konica MinoltaCanon, Nikon, Konica, Minolta
• Polaroid: bankrupt twice
ld id i d 0 f ld• Worldwide camera use increased 10 fold
• 90% of cameras are camera phones
PersonalPersonal
October 27 2011October 27, 2011Center for Creativity
http://artofmobile.mobiletulsa.org
Questions?Questions?
It’s a Mobile,
Mobile, Mobile,M bilMobile
WorldWorldJudd Wheeler
October 2011
jwheeler@comm‐arts comjwheeler@comm arts.com(918) 493‐5700