World Mobile Market

United States Mobile Stats

United States Mobile Stats

United States Mobile Stats

Smartphone and Feature Phone Service Penetration3 Month Avg. Ending Mar. 2011  Total U.S. Mobile Subscribers Ages 13+Source: comScore MobiLens

% of Mobile Phone Users

Feature Phone

SmartPhone

Used Browser 19.1% 82.3%

Used App** 15.9% 85.0%

Saw Ad on Web/In App 5.0% 27.5%

Responded to SMS Ad 3.5% 7.7%

**Except native games

76.8 million people in the US owned smart phones during the three months ending in May 2011.

Local Mobile StatsLocal Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find. 

•95% of smartphone users have looked for local information•88% of these users take action within a day, indicating these are immediate information needs

•77% have contacted a business, with 61% calling and 59% visiting the local business

Demo• MMS Demo• MSFT TAG Demo

MMS DemoText FRESH to 53626.

53626

FRESH

Microsoft TAG DemoSnap the TAG to explore starbucks.build.mobi

Web Mobile Web Optimized

Services Page

Lead Generation Page

About Page

July 14, 2011

Jonathan DeLongEVP Product Marketing

Wha

t is

Loca

tion?

Cloud Based Location

Management

Location Acquisitionand Distribution

A Burden

A Liability

Proximity

Static Place lat/lng

Revenue?

3-W

ays

for L

ocati

on: A

His

tory

Device Determined Location (Early Mobile Applications)

• -----Relies heavily on GPS

• -----Usually a ‘Conversation or Call’ between an Application and the Mobile Phone SDK

• -----Cost can be ‘free’, but GPS use does have battery effects

• -----Fulltime, real-time, polling & tracking is not possible with GPS alone

• -----User or Application Initiated Check-In is often required for location interactivity.

• -----Fulltime monitoring for Geo Fence entries based on device movement is impossible

Hybrid Location Acquisition & Cloud Management (Now & The Future)

• -----Treats the device as a sensor to detect GPS, Wi-Fi, Cell ID, +++, per battery management rules

• -----Data is sent to ‘Location Cloud’ for clean up, processing, accuracy, and distribution

• -----Enable real-time polling & tracking at about 10 minute intervals on most devices

• -----No network burden for carriers, but requires the deployment of a mobile client.

• -----Finally! Geo Fencing rules and location based offers can become pervasive

Network Provided Location (The Old Way)

• -----Requires ‘Network’ call: leverages hardware deployed on towers and in carrier infrastructure

• -----Influenced by early E911 legislation investments that carriers wanted to monetize

• -----Carriers sell locations or “location look-ups” on a cost per call basis

• -----Location aggregators are used by carriers to sell locations: ex. LOC-AID

• -----Systems do not support real-time polling& tracking

Network tracks location of device (smartphones, tablets, and emerging devices)

Cross-device communications

Simple integration into solutions

Full suite of tools to automate triggered events

Wide range of parameters for triggers including geocontextual, personalized data, sensor data, etc.

Actions – SMS, MMS, Push, content delivery, etc.

Context Management Contextual Interactivity3 Enable contextual aware element Intelligent Location Determination:

- Highly accurate indoor and outdoor : 3-10m accuracy

Combines all types of sensor inputs to determine contextual data

Determining Context 21

3ContextualInteractivity &Communication

Tracking

Actions

Content

2ManagingContext

1DetermineContext

Sensor data

INPUTSAMPLE OUTPUT

End-

to-E

nd L

ocati

on V

alue

High Accuracy Relevant Value

Real time Polling & Tracking

Easy Geo-Fencing

Auto

mati

on is

Key

Past Privacy Examples• CC Online• FB Photos

A single platform to deliver core enterprise location services enabling automated interaction and communication between all types of devices.

Cros

s Ve

rtica

l Loc

ation

Ena

blem

ent

Logistics• Wi-Fi as a new location input• Asset tracking, automated

notifications• Monitor driver speed,

automated alerts• Workforce tracking

Geo-fencing Proximity

LocationOther Device Sensor(speed, accelerometer, etc.)

Message delivery

Media Delivery

Location History

Device Triggering

Communication into 3rd Party Systems

Financial• Proximity based security • Credit card fraud protection• Workforce management

Marketing• Automated geo-relevant

coupon delivery• Mobile campaign

management• Indoor proximity use case

Healthcare• Indoor location accuracy• Automated geo-relevant

notification• Connected doctors and patients

Location APIs

• About

• Team

• Speakers

• Hosts•

Sponsors

Join us for the 2nd meet up!

September 15, 20116pm

345 Chapala St.

Topic: Learn How To Integrate Mobile Strategies Into Your Marketing Efforts

For More Santa Barbara Mobile Info:Web: meetup.com/Santa-Barbara-Mobile/

Twitter: @sb_mobile

For Speaker’s Info:Gideon Rubin

Twitter: @gideonrubinLinkedIn: linkedin.com/in/gideonrubin

Lorrie ThomasTwitter: @webtherapist

LinkedIn: linkedin.com/in/lorriethomas

Jonathan DeLongLinkedIn: linkedin.com/in/jonathanbdelong

For More Lenco Mobile USA Info:Web: lencomobileusa.com

Facebook: facebook.com/lencomobileusaTwitter: @lencomobileusa