Mobile/Apps

Barbara FronteraGary GelbMary Ann McGinley

Background

the consumer is moving from desktop/web to mobile/app. we've talked about this transition ad nauseam on this blog. it is the single biggest megatrend in the consumer internet space right now. most new consumer internet startups need to build for iOS, Android, and web at the same time. it is making the startup more expensive and time consuming. distribution is much harder on mobile than web and we see a lot of mobile first startups getting stuck in the transition from successful product to large user base. strong product market fit is no longer enough to get to a large user base. you need to master the "download app, use app, keep using app, put it on your home screen" flow and that is a hard one to master.

http://www.avc.com/a_vc/2012/11/what-has-changed.html/

Fred Wilson, Union Square Ventures, November 25, 2012

Background

• According to the AOL BBDO Insights Now! study 68% of mobile minutes are actually spent at home. The chart indicates categories and time of usage.

Background

• In November 2012 Flurry measured over one trillion events from over 250,000 applications created by more than 85,000 developers, and over 60 billion sessions.

• The chart below indicates the growth of the app economy since 2008. Source: http://blog.flurry.com/

http://blog.flurry.com/

Background

http://blog.flurry.com/

Background

http://blog.flurry.com/

Background

Background

http://blog.flurry.com/

Background

http://blog.flurry.com/

Social Television Apps

Can Social Media Save an Industry?

TV Habits Changing•Wasted TV Ad Spending:• DVR – 2%• Multi-tasking (Digital devices generally) 63%

(social Media Week Seminar 2/15/12 sith speakers from abcnews.com, Kraft Foods, Yahoo)

•Total Ad Spending Since 2006• % Television

• % Digital

•Key Demographics for Advertisers• Young and Affluent

Social Television Apps

Social Television Apps

TV Habits Changing

•Multi-Tasking• While watching TV 60% of Americans use the internet simultaneously

•2017• Digital Ad Spend Surpass Television

(medialife Magazine, Aug 28, 2012)

Social Television Apps

What is the goal?

$$$

Social Television Apps

What’s The Strategy?

•Extend viewing experience to second screen

•Create a crafted conversation rather than rely on fire hose approach of Twitter, Facebook

•Interaction with Ads – Interactive TV did not work

•Synchronized Content and Sync Ads

Social Television Apps

Mini Glossary

•Second Screen

•Backchannel

•Tent Pole Event•Automatic Content Recognition (ACR)

Social Television Apps

Television Apps - General

Viewing (TV Everywhere) , Program Guide and Automatic Content Recognition (ACR)

Social Television Apps - Networks

Television Apps - Networks-Promote Network Shows-Program Schedules-Program Info-Full Episode Viewing-Twitter Feeds-Local Social interactions/comments

Social Television Apps – Program Specific

Television Apps – Program Specific

-Games-Viewing Companion-Companion Content-Contests-Full Episode Viewing-Twitter Feeds

Social Television Apps – Program Specific

Companion Content

Social Television Apps – Sports

-League Sponsored-National Networks-Local/Regional Networks

-Social/Twitter Feeds-Scores/Stats-Interactive Voting-Premium content-Video Highlights

Social Television Apps – CheckIn / Social

-Content Check-in, like foursquare for media-Program schedules – what’s on?-Extended content – IMDB, Wikipedia lookups-Social:

- who else is watching/friends? - Twitter, Facebook, Native within app

-E-commerce – from commercials, program content-Automatic Content Recognition (ACR) [Shazzam-like]

Social Television Apps – Zeebox

•Zeebox launched in UK Fall 2011, US Sept 2012•Funded in U.S. by Comcast/NBCUniversal, HBO/Cinemax•iPhone, iPad, iPod Touch, Android and the Web

Social Television Apps – Zeebox

•Program Schedule•Extended Content•Interactivity: voting, etc

•e-Commerce•Social Integration•Future: Cable Box Controller

Zeebox – Trending

Social “HOT” - Trending shows on Twitter - First Screen you see

Zeebox – Trending

Social “HOT” - Trending shows - First Screen you see

Presents a program schedule sorted by highest volume relevant tweets

Zeebox – Program Schedule

Social “HOT” - Trending shows - First Screen you see

Presents a program schedule sorted by highest volume relevant tweets

or in standard channel sequence

Zeebox – Program Schedule Filter

Social “HOT” - Trending shows - First Screen you see

Presents a program schedule sorted by highest volume relevant tweets

or in standard channel sequence

or in a variety of other ways

Zeebox – Watch With Celebs

Zeebox – Watch With Celebs

Zeebox – Social Integrations

Zeebox – Social Feed

Zeebox - Zeetags

Zeetage-

Commerce

Zeebox - Friends and Reminders

Reminders (Bookings)

Friend currently

online

Reminders (Bookings)

Social Television Apps – Zeebox

E-Commerce

And way, way more…

Social Television Apps – Zeebox

Strengths Weaknesses

Program schedule very usable User Interface can be confusing - TMI

See shows past or future Too many features – can’t tell what they all do

iOS, Android, web presence Other partners may resist

307 Shows working with Zeebox No Auto Content Recognition (ACR)

Well funded partners So no content or ad sync (yet)

Robust content Show info & credits are weak

Social Integration

Well rounded feature set – has some version of all features found in other appsProbably a lot more to come…