mobile why should we care

© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU

Simon Van Wyk – HotHouse

Patrick Cusack – HotHouse

Lucas Challamel - NetBiscuits

Making Sense of the Mobile Web

MOBILE MARKETING

The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. "Everything else is secondary”


CHANGE LIKE NEVER BEFORE

YouTube trashed Hollywood. In 2005, it did not exist. Google bought it for $1.65 billion and Viacom is suing it for $1 billion—and both for the same reason: it has utterly disrupted the status quo of audience behavior

Skype trashed phone company revenues – particularly long distance. Broadband – is about to land many new TV services. Facebook – is connecting the globe

Record Industry gone – well nearly Craig’s List – Trashed newspapers classified revenues


Then & Now

June 15, 2010

The internet is the change agent

2000 >> 2010adults who use the internet

have broadband at home

own a cell phone

connect wirelessly

use “cloud”

tech social networkers

NOW: faster, mobile

connections built around

outside servers and

storage

THEN: slow, stationary

connections built around my computer

46%

5%

50%

0%

0%

<10%

79%

64%

82%

59%

>66%

48%


AUSTRALIAN ONLINE POPULATION IN 2010

Over 17 million Australians are online

9 in 10 have broadband at home

THEY SPEND

22h hours online15 hours watching TV10.3h listening to radio

3.4h and 2.1h reading newspaper and magazines

Source : Nielsen online consumer report Feb 2011

40% use Internet while watching TV

They look at 92 domains and 3,029 pages


AGENDA

Key Themes 2015:

1.NetBiscuits – Mobile Internet

2.RhoMobile – Building Apps

Numbers

MOBILE INTERNET


SO WHY SHOULD WE CARE?


2010

AUSTRALIANS ARE SEARCHING MORE FROM MOBILE DEVICES

Source: Google Internal Data, based on a basket of 20,000 keywords

iPhone

iPhone 3G

Android G1

Blackberry Storm Palm Pre

iPhone 3GS

Android myTouch

Android Nexus One

Moto Droid & Eris

2008 2009

3,000% + growth in 3 years

12% of all Google queries in Dec 2010 came from mobile devices

Mobile web adoption 8x faster than the desktop web


PEOPLE USE THEIR

PHONE DIFFERENTLY

Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’


AND THEY USE IT CONSTANTLY

THROUGHOUT THE WEEK

Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile

Mobile Search QueriesDesktop Search Queries


MOST OF THE ACTIVITY ON

MOBILES IS NEW.


IT’S NOT JUST IPHONE.


LARGELY DRIVEN BY SOCIAL MEDIA.

mobile why should we care

Business