marketing in mobile centric societies

susan macdermidpresident, dmg :: digital

march 20th, 2011

pre-mobile centric society• 234 million mobile users• 61.5 million smart phone users & growing

rapidly• mobile internet surpasses PC internet in 2013• mobile market worth $1.5 billion in 2013

mobile centric societies

• 81 million internet users (7%) vs 507 million mobile phones (41%)

• 20% vs 57%• 32% vs 86%• 5% vs 66%

• India

• China• Brazil• Indonesia

128 million people

109 million mobile subscribers

85%+ on 3G

49% on flat-rate data plans

best mobile content revenue models

50-70%most countries

mobile examples

• Twitter NR building• Twitter Georgia coffee

campaign• iButterfly AR platform• “sekai” world camera• “sekai” for the iPad

• McDonald’s LBS coupons• mobile vending• Star Trek mobile game• SoLAR mobile gaming

platform• Sagami condom

campaign

identity amongst ubiquitous signage?

• use mobile devices to read QR codes to browse shop info, make reservations and download coupons

• use mobile to display virtual information specific to the building in a manner that enhances the physical

• next up the QR codes disappear and reveal those inside who want to be seen via their Twitter streams

live buildings

georgia coffee BLUX Twitter promo

product:– re-sealable canned espresso

message:– good things are to be

consumed little by little

creative solution:– Twitter novel released little by

little

Twitter novel told little by little

Nobunaga was the famous samurai who

united Japan

TV & print ads end with … continued on Twitter

iButterfly AR platform by Dentsu

http://www.youtube.com/watch?v=vEE6M0iW-Nw

“sekai” world camera

• 100,000 downloads in first 4 days

• 1 million downloads• Tonchidot’s AR app is

installed on 30% of all iPhones in Japan

• this iPhone app is now in 90 countries

• the Android version is in 20+ countries

“sekai” world camera

“sekai” world camera for the iPad

• LBS mobile coupons for 16 million subscribers

• hundreds of millions of mobile coupons redeemed

• offers target by age, gender, kids

• offers are hyper-local, store-based

McDonald’s LBS coupon app

• Coca-Cola Japan members print coupons or show coupons to retailer on their mobile screen

• various partners:

mobile coupons

MacDonald’s (fast food)

Domino’s (home delivery)

mobile vending

• pay with either cash or mobile phones

• Coca-Cola Japan - 85,000 vending machines that accept mobile payments

• mobile-money usage has grown to over $2 billion

star trek mobile game

SoLAR mobile gaming platform

• a social, AR gaming platform for developers which combines LBS, AR, social play, and mobile payment

• tools to integrate Twitter, Facebook, and payment features for iPhone and Android

http://www.youtube.com/watch?v=GMqu1ak3VX0&NR=1

• 0.02 sagami condom

love distance sagami

split screen male/female

hold phones close together – dual screens collapse into one

sowhat

is

mobile?

remote control for life

pray for japan