060611 omma l_gump_rr
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Louis GumpVice President - Mobile, CNN
the Surfacethe Surface
BeyondBeyondin Mobilein MobileA Pendulum, a Paradox and a Pie
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PendulumPendulumParadoxPie
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“A Day in the Life,” Google, 2008
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Industry timeline
1999WAP
2002Java, BREW, RIM, Symbian, MS, etc.
2005WML, Ad promise
2008Apple and Android arrival
2011HTML5,Ad expansion
2014??
2017??
MOBILE WEB
1996Palm OS
2000 2005 2010 2015
APPS
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We generally hear three basic predictions today:
We generally hear three basic predictions today:
Mobile web
will eclipse apps
Mobile web
will eclipse apps
Appswill end
browsing
Appswill end
browsing
Web apphybrid will
emerge
Web apphybrid will
emerge
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Which is more important?
Mobile web
Apps
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Guidelines for most of us1) Start with the consumer in mind
2) Build a mobile web site
3) Launch apps as appropriate
4) Monetize in a consumer-friendly way
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PendulumParadoxParadoxPie
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The test of a first-rate intelligenceis the ability to hold two opposed ideas in mind at the same time and still retain the ability to function.”
— F. SCOTT FITZGERALD
“
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ConvergenceThe act of converging and especially moving toward union or uniformity.
DivergenceA drawing apart (as of the lines extending from a common center.)
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ConvergenceDirect access to enhanced mobile web sites with faster networks and better handsets
DivergenceEmergence of individually powerful devices requires products tailored for each one
* BOTH ARE HAPPENING IN OUR INDUSTRY AT THE SAME TIME
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First-rate content companies will build first for the consumer,and second for efficiency,with appropriate balance.
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Devices
Large screenFixed locationTVs
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Devices
Medium screenOften fixed locationPCs
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Devices
Personal-sized screenMobile, immersive
Tablets
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Devices
Smaller screenMobile, snacking
Phones
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Devices
Game consolesRefrigeratorsOthers
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Content companies need to think about consistent user experience across platforms.
IMPLICATIONS
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Similar contentShared infrastructureCross-brandingTV Everywhere
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Content companies need to think about consistent user experience across platforms.
IMPLICATIONS
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Content companies should have a clear idea of differences for each platform.
IMPLICATIONS
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Start with the assumption that each major platform is differentand then work backward into the similarities.
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PendulumParadoxPie
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Already 7 percent of major advertisers plan to spend more than $1 million on mobile advertising in 2008. Thirteen percent will spend more than $100,000.”
“2008 2010
7%
13%15%
31%
WILL SPEND
> $1M
$100 - $250 K
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Mobile can be used to reach core consumers across platforms for advertisers just as content publishers are engaging consumers across the same platforms.
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So how big can mobile be, financially?
So how big can mobile be, financially?
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2008
Revenue potential
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2011
Revenue potential
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2014
Revenue potential
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Monetizing models1) Advertising
2) Per app fees
3) Per subscriber fee (cable)
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Monetizing models1) Advertising
2) Per app fees
3) Per subscriber fee (cable)
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2008
Global Mobile Advertising
2009 2010 2011 2012 2013
CAGR 47.7%
INFORMA MOBILE CONTENT & SERVICES REPORT 2009
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LatinAmerica
NorthAmerica
Europe, Middle East, Africa
AsiaPacific
Mobile Internet Ad Revenues
INFORMA, PRICEWATERHOUSE COOPERS
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Ad sales channelsDirect sales
Ad networks
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Mobile can be used to reach core consumers across platforms for advertisers just as content publishers are engaging consumers across the same platforms.
WORTH REPEATING
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PendulumPendulumServe customers first using an optimal mix of apps and mobile web.
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ParadoxParadoxAvoid the ‘It’s all separate’ or ‘It’s all the same thing’ mentality.
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PieThere is enough for many companies with many approaches.
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Questions?Questions?
Thank you.Thank you.