SoLoMoClive DickensCOO – Absolute Radio
So Lo Mo Social Local Mobile
KPCB’s John Doerr Calls it “SoLoMo”
Platform neutral
2.2m app downloads
Mobile Strategy is more than ‘listen’
300,000 monthly active users
How not to make money
TenancyMobile NetworksPre-roll
How we make money
How else we make money?
LOCAL is everything - 46% of UK app sessions are in London & South East
Source: Flurry Analytics
Measure engagement not downloads
Christian O'Connell Clock
Radio
Frank Skinner Clock Radio
Dave Gorman Clock Radio
Absolute Radio Absolute Classic Rock
Absolute 80s Absolute Radio 00s
Absolute Radio 90s
0:00
10:00
20:00
30:00
40:00
50:00
60:00
70:00
80:00
90:00
100:00
Average Time on AppJul-11
38 mins
59 mins65 mins
32 mins35 mins 32 mins
Source: Google Analytics
93 mins
32 mins
Don’t ignore Mobile Web!
Source: Google Analytics
Mobile on Demand
2008 Q4 2009 Q4 2010 Q4
3,867
4,039
4,270
But, who listens to Audio on Demand?
4,461,293
Source : Absolute Radio server logs for July 2011
76% of podcasts downloads are via a mobile device (wifi/3g)
In Stream
14% of the UK streaming is to a mobile device
Source: Internal server logs
relationships
Two-way relationship
SmartStreamers
data
relationships
Two-way relationship
SmartStreamers
£
data
relationships
Two-way relationship
SmartStreamers
Mobile Marketing Matures
Ubiquitous Computing – real-time connectivity / in palm of hand / pocketMore affordable – Device and data plan pricing fallingFaster – Networks and devices improving (owing to Moore’s Law)Personal – Location / preferences / behaviourFun to use – Social/ casual / reward-driven marketingAccess nearly everything anywhere – “On Demand content” in cloudExplosion of apps and monetisation – making more moneyMeasureable real-world activation – Driving foot traffic to physical storesReward / influence behaviour in real-time – for exactly the right people
Start of a Mobile Market
SoLoMoClive DickensCOO – Absolute Radio
Recommended