mobile: landscape, behaviors and trends
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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
2013
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
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
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