Australian Mobile Landscape - a 2009 overview
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(aka: I steal (old media) content and I vote)
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First there was television, or rather:
+
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Which started off as (and in many cases remained):
+
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Lots of talk about “the mobile internet”….
Kinda sounds like “radio with pictures “ to me
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8.55m 3G handsets (December 08)Up 88% on a year ago
17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets
Blackberry equates to 1.9% AdMobs ad serving:
33% to smart phones10.4% to iPhones
O2 had 400% increase in data traffic from 3GARPU only $4.35 (hard to monetise outside of
SMS)$25b global mobile content market
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iPhone might reach 1.5% of Aussie handsetsBut to won’t become Most Desirable for GenC
We will see mobile as consumer portal take offBut only when the budget moves from marketing
We will see mobile advertising work (and more bluetooth) If we account for what consumers are doing
We might start to get true personalisation If we start to think ‘consumer’ first
We’ll get a surprising new handset this yearThat might be an iPhone killer
We’ll start to value open source (with good UI)But we’ll still be addicted to iPhones….
We’ll talk more about mobile augmented realityAnd realise that QR codes are dead…..
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21.5m mobile phones21.5m mobile phones
5m 3G handsets5m 3G handsets
30% rich media devices30% rich media devices
< 1.5% < 1.5% iPhoneiPhone
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Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck.
Wikipedia (April 2007)
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Most ubiquitous device (ever)Responded to very quickly (96% SMS read in 20
mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:
3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms
We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices
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Masking of number with name (doesn’t let me call back or cancel)
Text heavy How relevant is the
offer?Note: Osbourne Park
WA
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First, recognise your handset
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And the size of the pointing device….
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Ad slides as page is moved
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New York Times application
Ad is placed a bottom of the screen
And remains there as you scroll down
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Has to be about context Location is one thing, intent, community and
commerceConsider time of day/day of week/previous
actionBuild a relationship, not a series of independent
pokesMore interesting - use of existing mobile devices
as intelligent sensorsGPS plus (time) in a car = traffic flowsGPS plus (temperature) = instant local weatherUser activity = context and relevance
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GPS systems
Music Players
Watches
Book readers
Cameras
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Don’t restrict the contentJust manage the navigation and presentation
Think of your consumer *first*What will they be doing? Where? Moving?
Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either
If cross-platform (online and mobile)Allow a single log in for consistent experience
Personalise, tailor, make unique, deliverRemember your customers and show you
remember
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Common low data rate for mobile If we complain about broadband speeds…
Mobile as consumer engagement channelNot just a marketing tool (which budget?)
Dramatically better (behavioural) trackingDid I mention context? Or personalisation?
Wholesale (and understood) data rate Make advertisers pay for watching their
contentSmarter mobile services
And more than iPhone please!
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We enhance narratives into the digital worldBuild sites and destinations, back story, pre story
We engage with a new generation of audienceYour content on the desktop, in their hand
We create interactive content Related links and content specific creations
We build new revenue streamsDetermine the business model, define ROI, negotiate deals
We write digital strategies for traditional media projectsFor other screens, pockets, devices or across social media
We enhance narratives into the digital worldBuild sites and destinations, back story, pre story
We engage with a new generation of audienceYour content on the desktop, in their hand
We create interactive content Related links and content specific creations
We build new revenue streamsDetermine the business model, define ROI, negotiate deals
We write digital strategies for traditional media projectsFor other screens, pockets, devices or across social media
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Ray Kurzweil
(and it’s true…..)
Jennifer Wilson