keynote of chuck martin at 123mobile
DESCRIPTION
Keynote speaker, auteur en CEO van het Mobile Future Institute Chuck Martin neemt je mee in de wereld van “The third screen”. Een inspirerend verhaal over de opkomst, de kracht en mogelijkheden die het mobiele kanaal met zich mee brengen. Een spreker van formaat die speciaal voor u naar Nederland komt.TRANSCRIPT
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The Market
Technology
Behavior
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Evolution of Move to Consumer Centric
• One to Many: Network TV
• Time-Shifting – (VCR)
• Auto-Content Selection & Shifting (TIVO)
• Ubiquitous Access to Information (Web)
• Easy Access to All Information (Yahoo, Google)
• The Age of the Tethered Consumer
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The 3 Screens
Television PC
Mobile
Phones
2 Billion
1 Billion
5+ Billion
First Screen Second Screen Third Screen
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The Third Screen: Mobile
Number doubled in last 5 years
87% of entire world population
The Age of the Untethered
Consumer
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105 countries: cell phone penetration
exceeds 100% of population
Saudi Arabia:
Pop: 26 mil – Cell phones: 54 mil
Hong Kong
Pop: 7 mil – Cell phones: 15 mil
Netherlands
Pop: 17 mil – Cell phones: 20 mil (119%)
The Third Screen: It’s Global
ITU
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328 million cell phones in US
104% of total population
32% of US households: cell phone
only
55% of mobile phones in US are
smartphones (58% in Netherlands)
62% smartphones 25-34 group
The Third Screen: US
CTIA Wireless, MMA, CWTA,NHIS, Telecompaper, GSMA, Nielsen
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Spain 55%
UK 55%
Italy 45%
France 45%
Germany 41%
Smartphone Penetration: Europe
Source: comScore
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Characteristics of Mobile • It’s Personal
• Multi-faceted Communications Capability
• Time, Location, Supply, Demand
• Standing Up Medium
• Installed Base
• Ramp-up Speed
• Self-Service Platforms
• Call-to-Action Capability
• Mobile Ecosystem (devices, carriers, etc.)
• Pull vs. Push Medium
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The 2 Worlds of Mobile
• UPT= Using Phone Technology
• USPT = Using Smartphone Technology
UPT vs. USPT
• Mobile Web vs. Creating Application
• SMS (Texting)
• MMS (Multi-media communications)
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Create New Types of Interactions
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Group Chat: Groupme
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International Communication: Viber
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Create Remote Capabilities
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• 2007: 1.8 Trillion SMS text messages sent
worldwide
• 2011: 7 Trillion SMS messages sent
worldwide
• 200,000 text messages every second
• US subscribers send 696 messages a
month
• US teens send 3,300 texts a month
• 2016: SMS to hit 9 trillion
Mobile Opportunity: SMS
ITU, Nielsen, Mobile Future Institute, Chetan Sharma Consulting, ABI Research
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Mobile Opportunity: MMS
Using MMS (Multi-Media
Messaging Service). Can Include
Text Messages, Video, Photos,
Documents, etc.
Provide video content -- Majority of those with smartphone
apps watch video clips
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Text more
Use the Internet more
Play more games
Use more applications
Listen to music
Watch video more
79% of smartphone owners use them to help while shopping
Smartphone Users:
Sources: From The Third Screen, Google /Ipsos
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Behavioral Changes of Mobile
Location Based
Location Drivers
-- Coupons.com
-- mobiQpons
-- Zip2Save
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Behavioral Changes of Mobile
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Behavioral Changes of Mobile
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Behavioral Change: CUNA Mutual
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Behavioral Change: Indeed Jobs
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Behavioral Change: Indeed Jobs
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Behavioral Change: Indeed Jobs
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Behavioral Change: Indeed Jobs
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Behavioral Change: Indeed Jobs
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Behavioral Changes of Mobile
Location Based
Location Drivers
Location Magnets
Location Activators
-- We Reward
-- Placecast
-- Shopkick
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Behavioral Changes of Mobile
LBS -- Location Based Services
Mobile Goes Social
Foursquare
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The World of
Apps & Brands
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Job Searching: Monster
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Job Searching: Monster Netherlands
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The Rise of the 2D Barcode
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Track Cards, Rewards Cards
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Track Cards, Rewards Cards
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Barcode Behavior: Starbucks
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2D Barcode Tracking
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2D Barcode: Opt-in
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The Age of Mobile
Facilitation
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Facilitating Payments: Square, Payfirma
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Recruiter Facilitation: Carerix, Maddle
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The One-Tap: Google Wallet
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− Benchmark candidates’ mobile usage
− Test & Learn
− Measure & Analyze
− Leverage Geo-location
− Add value to candidate experience
− Think Service (make life/work easier;
entertain)
− Think Facilitation
− Avoid Bright Shiny Object Syndrome
Opportunity in Mobile