Mobile Mass Media

7/27/2019 Mobile Mass Media

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"Photographs used to be the item people would run into a burning building to go

retrieve. Today a mobile phone has replaced that."

- Jeffrey Hayzlett, CMO Kodak, 2010

A statue of an angel with mobile phone now at the Sintjanskathedral ie St John'sCathedral in Den Bosch, Netherlands. The 'ut Engelke' (the little Angel) has her own

0900 number and Twitter page

Mobile now a status symbol?

Survey of US mobile phone owners by Vuclip, when answering question "The first

thing people notice about me"top answer was mobile phone at 61%. Other answers:

car, watch or clothing For women the mobile addiction isn't as bad but still 38% of women said the phone

was the first thing people noticed

For women under age 18 - the phone was listed as the first thing to notice by 82%

Mobile consumption

Breakdown?

ChaCha interviewed 1,500 teens and young adults about their media habits.

If forced to pick one device, 61% would take mobile, 18% the computer, 11% TV and

11% radio

68% of teens said SMS was their favorite way to communicate vs 10% voice calls, 9%

facebook, 3% instant messaging and 0.3% said email

SMS?

Pew reports in 2010 that 30% of American teenagers average sending over 100 SMS

text messages per day


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Mobile replaces?

Survey by O2 in UK found that following devices are being replaced by smartphone:

Alarm clock 54%

Wristwatch 46%

Camera 39% Laptop 28%

Game console 11%

Television 6%

Books 6%

70:20:10 Rule by Coca Cola

Coca Cola's Director of International Media, Gavin Mehrotra told MMA Asia Forum

in May 2011 that for Coca Cola: "SMS is priority number 1" becauseonly SMS

reaches anyone.

Coca Cola's Attila Weisz told MMA Forum New York in October 2011 and gave

Coke rule for mobile advertising spending:

Put 70% on mobile messaging

Put 20% on mobile web

Put only 10% on mobile apps

New business opportunity?

Willer Travel is Japanese bus service. It used to have one website for both PC and

mobile. After optimized: Click-through rates on mobile site increased by 150%

Bus bookings on mobile site grew by 3 times!

Future of Mobile is News?

Associated Press Managing Editors held their annual conference in Denver in

September 2011, opened it with shock statement: "Mobile is future of news."

The APME CEO and President, Tom Curley said: "Media companies lost revenues

with the internet but have a chance to change that with mobile."

What is the mobile market worth?

The mobile media global market grows at a massive 17% rate per year. Strategy

Analytics reports that for year 2012, mobile media was worth $149.8 Billion

Interestingly, advertising while it nearly doubled reaching $11.6 Billion in 2012, is

still only a minor revenue stream for media on mobile, providing only 8% of the total

media revenues on mobile


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Some real-world examples

Mobile sheep?

Swiss researchers discovered way to detect when sheep are frightened from biological

data like heartbeat etc.

They created alert system that identifies accurately when sheep frightened, sends SMS

to the shepherd

The use in sheep-farming is if there is a wolf nearby.

Wolf-detection system is primitive solution of 'reading our minds' and generating

mobile traffic

Tombstone QR Code?

So yes, Japanese idea to put QR Codes to gravestones is now in Europe

The Guardian reports that a UK cemetary in Dorset uses technology so graveyard

visitors can learn more about the deceased person and to see their web pages or

Facebook page and leave comments etc

The QR Code is done on a piece of granite or metal and added to the gravestone, at

the cost of 300 UKP

Virtual Hitchhiker?

Honda has fan club K-Tra 'virtual hitch-hiker'

Real Honda motorcycle owners can sign up, their actual motorcycle movement will

be providers of trips


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Any Honda fans can create hitch-hiker avatar, and then place it anywhere in Japan to

start hitch-hiking. Avatar will be on adventure visibile on mobile phone

20K users = 1.8M km travelled

Do it yourself stamps First done in Germany with E Plus and Postal Office selling stamps via mobile phone.

Virtual stamp equivalent is by unique 12 digit code. You just print those 12 digits on

your envelope and mail it..

Now Denmark and Sweden have also launched it

Lays SMS campaign

Pepsi's Lay's potato chips brand in India has run a digital media campaign across

many media, but centered on SMS

They invited fans to submit flavor ideas. Top

4 would be test-marketed. Winner would get

money plus 1% royalty of every bag sold

Received 1.3 million flavor suggestions

1M votes already (campaign still running)

South Africa similar Lekkerflavor 187K entries

Legally binding SMS

Spain was the first country to accept an SMS messages as legally binding in contracts

Turkey has joined that, SMS signatures are now also legally binding in Turkey

Crowd sourcing using SMS

Alan Moore, Author & CEO of SMLXL tells in his latest book 'No Straight Lines' the

story of TxtEagle

TxtEagle uses crowd-sourcing for service tasks such as translations, calculations,

programing, text entry...

Most employees are in Emerging World countries

Projects are cut into bite-sized tasks that fit 160 characters of SMS text message

Nigerian m-constutution

The new Nigerian constitution was made into a mobile phone version, for Android,

Symbian/Ovi, Blackberry and mobile web/WAP. It has been downloaded 330,000

times

M-coupons

The mobile coupon era is emerging. Juniper measured 5 Billion m-coupons were

delivered in 2012, almost one m-coupon per mobile phone subscriber (per year). That

number expected to to double now for 2013

Guinness Hidden QR


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Guinness introduced promotional glasses with hidden QR codes. The QR codes would

not be visible until beer is poured into the glass, then the QR codes would appear

The QR codes led to various Guinness mobile websites, promotions, games and info

about the beer

If other beer (more yellow in color) used in same glass, the QR code won't show Ad concept by BBDO New York

Mobile the 7th

Mass Media


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What is the 8th mass media?

Mobile has 9 unique benefits:-

1.

Mobile is first personal mass medium2. Permanently Connected3. Always Carried4. Built-in Payment Channel5. Available at Creative Impulse6. Has Most Accurate Audience Info7. Captures Social Context of Consumption8. Enables Augmented Reality9. Offers Digital Interface (to real world)

Mobile is the first personal mass medium

Do SMS Virtual Kisses Work?

Research by WhatsYourPrice.com of 1,000 UK office workers found data about

office relationships

To add X at end of SMS text message means a kiss

55% of women and 60% of men who have had office romances, say it started from

the X in the SMS

35% of women, 25% of men have had their innocent virtual kiss ie X - interpreted as

sexual


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If virtual kisses are sent prior to a first date, the chances of the date becoming intimate

are near 90%

Axe/Lynx Virtual Peep Holes

Axe/Lynx deodorant ran an experiment with QR code based 'virtual peep holes' indiscos, restaurants, bars and clubs in Puerto Rico

Inside the men's toilets, the men could use their cameraphones and 'see through the

wall' to the womens' rest rooms and see videos of the women and what they do in

there..

Result? 23% of target audience accessed the videos (and proof that all men are

Peeping Toms)

Mobile is permanently connected

Coca Cola SMS: 45% Responses Coca Cola ran its Olympics-related "Move To The Beat" campaign on SMS in several

countries.

The campaign was Coca Cola's first global campaign that was 'centered' around

mobile but using of course all major media

Its main mobile element was SMS but also used QR Codes, mobile web and apps

The campaign was particularly well run in Canada, where Coca Cola achieved 45%

engagement rates - using SMS

Steal the Car - Last to Have it Wins

Mini campaign Sweden around the theme of car theft

A virtual Mini was 'parked' in Stockholm

Then participants were invited to go steal it - whoever got close enough would gain

control of the virtual car

Rivals would chase person, trying to grab the car. The game would show where the

car was at any time

Who had it in the end, won the actual Mini car Japanese version won best mobile ad

of Japan award

Only Mobile is always carried

79% consume news in China

Research from the Time Mobility Poll of 4,700 people in 8 countries found:

79% of Chinese consume news via their mobile phones (vs 49% globally)

44% globally say the mobile is the first thing they see in the morning, and the last

thing they see at night

Courts Use SMS.. Subpoenas

Kazakhstan has started to use SMS notifications to send court order subpoenas (to

require witnesses to appear in court) in civil lawsuit cases, via SMS. If the intended

person does not have a mobile phone, they will still use old paper-based forms


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Mobile has a built in payment channel

mBanking 48% of Kenya GDP

M-Pesa by Safaricom is now 6 years old, with 15M users. Rival Airtel (ex Zain) has3M users.

Kenya pop 40M (26M age 18+) 69% of adults have m-banking account, 2.2x more

than 'real' bank acct

M-Pesa and Airtel have 75,000 merchants

Central Bank of Kenya says average transaction now 32 USD and 2012 total Kenya

mobile transactions worth 16.2B USD. Kenya's GDP is 33.6B USD

So as of 2012, 48% of Kenya GDP runs via mobile

Carrefour Mobile Shopping App

Carrefour the big retailer in France has deployed its smartphone app to help shoppers

find what have on their shopping list

It seems innocent enough at the start - you can use it to create your shopping list - and

to help you, you can use the 2D barcode scanner while in the store to easily add items

to the shopping list

But here is the magical benefit - you tell it which Carrefour store you will shop in, and

the shopping list will be re-arranged in the order of the items in the shopping aisles!

Similar also Albert Heijn in Netherlands

What happens when we merge banking and shopping on mobile?

Camphone Shopping Home Plus


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52% Changed Mind in Store!

ComScore survey of US smartphone users found that 52% had changed their mind

inside a store about what to buy, based on price-shopping they did inside the store, on

their smartphone

Mobile is available at creative impulse

Whose That Chick - In That Car?

Finland's car-registration information has been available via phone for years,including owner and past history.

Now a free iPhone and Android app will use cameraphone image recognition to

recognize the license plate, then querie the database. Cost per querie between 3-7

Euros depending on info


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Mobile measure audience accurately

mHealth stats

Pew has measured US consumer use of mHealth

52% of smartphone owners use the device as their pocket doctor, 8% of dumbphoneusers do so too

That is 31% of all US mobile phone owners

19% of smartphone owners have installed at least one mHealth app on their device,

usually dieting, exercise or weight apps

While 80% of Americans use SMS, only 9% have received any SMS notices or alerts

from their health providers

The Caloriephone

NTT DoCoMo in Japan has introduced service for its cameraphones where the

consumer just points his cameraphone at a dish and takes picture

The operator's database will recognize over 1,000 items in Japanese cuisine and

estimate the calories involved - and count the calories for the consumer

Only mobile captures social context

Obama 2012 SMS Volunteers

The Obama 2008 campaign used social media and mobile very successfully. For 2012

they turbocharged their efforts. One of their most ingenious ideas was the recruiting

of SMS volunteers on election day "Would you like to make one call to support President Obama today? We'll send you

one phone number."

Campaign achieved 10% conversion of targeted Obama supporters so out of 64M

voters, about 6.4M made this call. If SMS activation results in 50% success in voting,

3.2M votes were generated this way - Obama's margin of victory was about 5M votes.

Mobile enables augmented reality

AR Pages in Tesco Magazine

Tesco in the UK has added Augmented Reality to many pages of its Real Food

Magazine

AR links go to videos helping prepare foods, recipes, and offer chance to purchases

instantly, online

Through 3 months of use, the AR interactive pages get consistently average click-

through rates of 15%

The best pages achieve 60% click-through rates

McDonald's AR in Australia


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McDonald's in Australia launched TrackMyMacca as smartphone app to identify

exactly ingredients of that specific burger and which Australian farm came from.

Location-based tech (GPS) identifies restaurant

Image Recognition identifies packaging of burger Augmented Reality then offers links to each ingredient and even shows face of farmer

who owns the farm where it came from

Mobile offers digital interface

SMS street light control

A service called Dial4Light has launched the world's first remote control for street

lights in Germany town of Lemgo (pop 42K) near Hannover & Dortmund

Street lights on side streets are not turned on for the whole night. But if a consumer

wants the lights on, they send a premium SMS message and get the lights on for 15

minutes, which costs 50 cents

The town of Lemgo is saving 50,000 Euro per year in not necessarily spending

electricity to keep lights on at night

Car rental with NFC

France-based Continental is launching a service for rental car companies to do phone-

operated car keys

Smartphones with NFC to operate the keyless locks

System on smartphones uses NFC and SIM card based security

System also allows use of charging at electrical charging stations and logs their use

Augmented reality

Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world

environment whose elements are augmented(or supplemented) by computer-generated

sensory input such as sound, video, graphics or GPS data. It is related to a more general

concept called mediated reality, in which a view of reality is modified (possibly even

diminished rather than augmented) by a computer. As a result, the technology functions by

enhancing ones current perception of reality. By contrast, virtual reality replaces the real

world with a simulated one. Augmentation is conventionally in real-time and in semantic

context with environmental elements, such as sports scores on TV during a match. With the

help of advanced AR technology (e.g. adding computer vision and object recognition) the

information about the surrounding real world of the user becomes interactive and digitally

manipulable. Artificial information about the environment and its objects can be overlaid on

the real world

Ikea AR Ads


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Ikea Augmented Reality app that lets consumers to 'test' how furniture would appearin your home

Google streetview map overlay

The SixthSense augmented reality system lets you project a phone pad onto your hand and phone a

friend -- without removing the phone from your pocket


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Some useless stats:

TomiAhonen Consulting provides exclusive ranking of world's largest corporations when

measured by only their mobile industry revenues (removing other revenues). The top 12 are:

1 China Mobile*, China Operator $87B

2 Verizon Wireless**, USA Operator $75B

3 Apple iPhone**, USA Smartphones $74B

4 Samsung Galaxy**, S Korea Handsets $69B

5 AT&T Wireless**, USA Operator $62B

6 Vodafone Mobile**, UK Operator $60B

7 Telefonica Movil**, Spain Operator $55B8 NTT DoCoMo*, Japan Operator $48B

9 T-Mobile**, Germany Operator $47B

10 Orange Mobile**, France Operator $46B

11 America Movil**, Mexico Operator $39B

12 Nokia Mobile**, Finland Handsets $37B

Next week: mobile marketing

Kim Dushinski author of Mobile Marketing Handbook issued 10 Commandments of mobile

marketing:1. Thou shall not send mobile spam2. Thou shall only cause mobile action with QR codes3. Mobilize thy site4. Thou shall only create a mobile app if there is a valid reason to5. Honor your mobile campaigns by marketing them fully and accurately6. Mobilize thy email7. Thou shall not ignore mobile, for thy neighbor won't8. Thou shall provide relevant value9. Obey the context in which your customers are interacting with you10.Use only mobile when it is the right tool for the job


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Assignment:

Augmented reality may be considered the 8th mass media of the future. How does augmented

reality compare to the previous 7 mass medias? What are the benefits? What are the

limitations?

Mobile Mass Media

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