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Fallon Strategic Planner Aki Spicer and Senior Producer Marty Wetherall explore 10 trends in mobile media.
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They promised us “thefuture” would be
mobile.
*Star Trek Tricorder
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TEXT US NOW FOR A CHANCE TO WIN A $50APPLE GIFT CARD!
Which of these technologies has the most usersglobally?
1: TV2: PC
3: Mobile Phone
Text your answer (1, 2, or 3) to 70734 for achance to win one of three Apple gift cards!
Winners announced at end of presentation.
*Standard messaging rates apply
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::Brainfood ::
The Mobile 1010 Things Marketers Should Know About Mobile MarketingOctober 1, 2008
Brainfood is a monthly all-agency lunchconducted by Fallon Planners. Wide-rangingtopics explore trends, business issues, andactionable opportunities for our brands.
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Fallon Brainfood - trends, ideas, opportunitiesand thought leadership for our brands.
Brainfood is a monthly all-agency lunch conducted byFallon Planners. Wide-ranging topics explore trends,business issues, and actionable opportunities for our
brands.
Brainfood is a monthly all-agency lunch conducted byFallon Planners.
Where we’ve been in 2008:Virtuality // Design For All // China Rising // The Social 10
What’s Next:The Mobile 10 // The Dirt on Green // The Viral Vanguards //Managing Your Personal Brand(in the Age of Web 2.0)
Missed previous Brainfoods?Go to http://www.slideshare.net/akispicer/slideshows
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Introductions
Brainfood is a monthly all-agency lunch conducted byFallon Planners. Wide-ranging topics explore trends,business issues, and actionable opportunities for our
brands.
Aki Spicer, Planning Director
“Chuck Norris of Social Media”
Marty Wetherall, Senior Producer
“MacGyver of Production”
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This is a presentation about social media usingsocial media!
Join us on your choice of a range of digitaltouchpoints including
+Fallon Planning Blog on Blogger+UStream livestream video+Plannersphere on Ning+Slideshare+Qik livestream mobile video+Meebo chat+SMS Text messaging+Scoreboard photosharing
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A word about our mobile text experiment
Text FOOD to 99134
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TEXT US NOW FOR A CHANCE TO WIN A $50APPLE GIFT CARD!
Which of these technologies has the most usersglobally?
1: TV2: PC
3: Mobile Phone
Text your answer (1, 2, or 3) to 70734 for achance to win one of three Apple gift cards!
Winners announced at end of presentation.
*Standard messaging rates apply
Powered by
9
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2008 marked the official “mainstreaming” of themobile web. Here are 10 trends marketers shouldknow about it.
1. Critical Mass
2. Get Smart
3. Everyware
4. Mobile Shopping
5. Lifelogging/Lifestreaming
6. iPhone Economy
7. Android Attacks
8. Mobile Search
9. Cloud Computing
10. New Metrics
Fast dive into these trends—What’s now? What’s next?
…and look at how other brands like you are tapping them.
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The Mobile Web is no longer “fringe” or “future”technology.
Mobile Life un-tethers information to go with usin real-time, anywhere, and everywhere.
Mobile Life is a whole new paradigm, not just TVand PC made small.
And the creative opportunities are boundless.
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Who in this room doesn’t have a cell phone?
Do you know anyone over the age of 18 thatdoesn’t have a cell phone?
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Remember computing interfaces circa 1980-90s?
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Apple (then Windows) changed everything…
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In many ways, it is still the wild, wild west formobile standards and compatibility.
Source: “Designing For Mobile”, Todd Bartz, Space 150,
http://www.slideshare.net/space150/deepspace-designformobile?src=embed
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Apple changed everything (again)…
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Mobile is as different from the internet as TV isfrom radio.
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Mobile does everything the previous media cando, including interactivity & search of theinternet
+personal mass media
+always-on media
+always carried media
+location aware
+with built-in payment channel
+as activation tool is ever present at point of creativeimpulse
+most accurate audience info
text messaging, ringtones, logos, news, music, gaming, voting,subscription, pay-per-view, advertising, sponsorship, picturemessaging, major revenue shift for music, gaming, e-mail
Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
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From a “desktop” mentality towards an anywherementality…computing is now a portable realityand no longer a fixed space experience.
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TEC
HN
OLO
GY
HU
MA
N B
EHA
VIO
R
Mobile Life is not a mere “trend”.It signals fundamental shifts in human behavior.
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Meet your next computer. TV. Radio. Camera.Map. Social Network. Coffee maker?
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What are some actionable opportunities forleveraging mobile media for your brands?
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“From essentially zero, we've passed awatershed of more than 3.3 billion active cell
phones on a planet of some 6.6 billionhumans in about 26 years. This is the fastestglobal diffusion of any technology in human
history -- faster even than the polio vaccine.”
Joel Garreau, writer “Our Cells, Ourselves”, ofthe Mobile Web”, Washington Post, 02/24/08
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Critical Mass
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Globally, there are more mobile devices than PCs.
TV=1.5B
PC=820MM
iPOD=100MM
MOBILE PHONE=3.3B3X morethan PCs!
Source: Google Mobile, June 2008
PDA=30MM
GAMEBOY=190MM
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This means that for many people in emergingmarkets - the internet has always been mobile.
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Even in U.S., internet users and broadband usersare still only 72% and 61%, while mobile phonepenetration is 84%
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And millenial youth are mobile natives - they’vegrown up never having been confined to thefixed space of “desktop connection”.
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Mobile life is pervasive. It shadows our “real life”in ways that traditional media cannot.
Mobile Use, All Day—Every Day
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Not just for talking anymore
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At 40MM users in the US, the mobile internet isnow officially mainstream media.
≥ 263MM US mobile subscribers
≥ 144MM (57%) US mobile subscribers were data users (usedphone for functions like SMS or web access)
≥ 9 of 10 college students own a mobile device
≥ 63% of professionals use text msg
≥ 37% have received mobile advertisements
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Mobile Life increasingly looks like “real life” justmade portable.
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And where the people go, advertising dollarsmust soon follow.
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Advertisers will be challenged on how to addvalue to Mobile Life - not just interruptions.
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Implications for Critical Mass
40MM - the water is now warm enough forswimming.
Mobile is all day, all ways media - meet it on itsterms.
Mobile is Me Media, don’t blow it with spam.
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“In everyware, all the information we nowlook to our phones or web browsers to
provide becomes accessible from just aboutanywhere, at any time, and is delivered in a
manner appropriate to our location andcontext.”
Adam Greenfield,author Everyware: The Dawning Age of Ubiquitous
Computing”
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Everyware
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Everything is connected. Everything becomes“media”.
Ambient Devices' weather-predicting umbrella receivesdata from Accuweather.comtolet you know when it's goingto rain.
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The Home becomes our central media hub.
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The car becomes our remote media station.
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In face of Everyware, content and networks areun-tethering to meet the demands of theAnywhere Consumer.
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Impact of Everyware on advertising: two waycommunications enable shared values andcommunity anywhere.
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Any media can invite mass interaction andparticipation.
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Nike+ uses technology to enable both real-worldand digital competition amongst community ofrunners.
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Best Buy provides utility thru iPhone appsponsorship.
Doubled user registrations of Pandora and Best Buy haloassociation for bringing you this experience.
Averaged 2.5 percent to 3 percent click-through daily.
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While American Idol paved the way for massinteraction via text voting, Obama ‘08 leveragedthe medium for greater (ongoing) engagement.
97.5MM SMS Votes! 2.9MM Uniques
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FanChatter specializes in a user-generatedupdate of the traditional “Fan Cam” scoreboardat sports events.
FanChatter Stadium lets fans interact with the games andevents they attend using the camera technology found ontheir mobile phone.
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Take a photo with your camera phone and send it [email protected] (works with MMS or email)
Photos will appear in a real-time slideshow during thispresentation and also in a live-updating gallery athttp://fallon.fanchatter.com
Standard messaging rates apply
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Implications for Everyware
On the network, the center is everywhere.
Marketing strategy now about devising a brandnarrative that is amplified (and cohesive)
across all “media”.
A brand’s combination of gestures (across allmedia) accrete value (meaning).
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Mobile Shopping
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Approximately 300B paper coupons are printedevery year and only about 5% of them are everredeemed.
Why Mobile Coupons≥ Cost effective, less waste≥ Promote the code in location (in context)≥ Meets digital natives where they live≥ Never “lost” or forgotten when you need them
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Powerful mobile access is reframing theexperience of shopping and opening up thehidden data and context about products.
Sony Photo Navioffers informationon products viashots of wine label.
Pricenoia lets userscompare Amazonprice listings whilein-store.
ScanZoom, grantsdirect access toPricegrabber’s orAmazon's info.
Packaging codes forenhancing mobileaccess.
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Amazon is enabling SMS text shopping for thenew Anywhere Consumer.
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Expect an increasingly complex mesh ofshopping touchpoints.
Retail Store(convenience-experience)
Interwebnets
Social Web
MoGo Shopping(mobile buy, couponing, voicesearch, location awareness)
Home Hub
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Implications for Mobile Shopping
Mobile unlocks new layers of information aboutproducts, anywhere.
Mobile unlocks new paths to purchase.
All hell breaks loose.
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We’ve covered a lot during this Brainfood lunch.Some key takeaways about The Social 10…
≥ Critical Mass: 40MM people on the mobile web - we officiallyhave a market.
≥ Get Smart: Smartphones Rule.
≥ Everyware: Everything computes.
≥ Mobile Shopping: Mobile unlocks new paths to purchase.
≥ Lifelogging: Always-on culture demands always-on brand ideas.
≥ iPhone Economy: Resistance is futile.
≥ Android Attacks: Not a device, a (Google) platform.
≥ Mobile Search: Not a suite of answers - the right answer.
≥ Cloud Computing: The web is your server now.
≥ New Metrics: We must forge engagement standards in the ageof mobile.
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A word from our sponsors
Mobile solutions powered by For information: [email protected]
Event Photo Sharing powered by For more information visit http://stadium.fanchatter.com
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Which of these technologies has the most users globally?
1: TV 2: PC 3: Mobile Phone
THE CORECT ANSWER IS (3) - Mobile Phone
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Take a photo with your camera phone and send it [email protected] (works with MMS or email)
Photos will appear in a real-time slideshow during thispresentation and also in a live-updating gallery athttp://fallon.fanchatter.com
Standard messaging rates apply
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Let’s continue the conversation on our blog:http://fallontrendpoint.blogspot.com
Connect with us at [email protected] [email protected]
