(aka: I steal (old media) content and I vote)

First there was television, or rather:

+

Which started off as (and in many cases remained):

+

Lots of talk about “the mobile internet”….

Kinda sounds like “radio with pictures “ to me

8.55m 3G handsets (December 08)Up 88% on a year ago

17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets

Blackberry equates to 1.9% AdMobs ad serving:

33% to smart phones10.4% to iPhones

O2 had 400% increase in data traffic from 3GARPU only $4.35 (hard to monetise outside of

SMS)$25b global mobile content market

iPhone might reach 1.5% of Aussie handsetsBut to won’t become Most Desirable for GenC

We will see mobile as consumer portal take offBut only when the budget moves from marketing

We will see mobile advertising work (and more bluetooth) If we account for what consumers are doing

We might start to get true personalisation If we start to think ‘consumer’ first

We’ll get a surprising new handset this yearThat might be an iPhone killer

We’ll start to value open source (with good UI)But we’ll still be addicted to iPhones….

We’ll talk more about mobile augmented realityAnd realise that QR codes are dead…..

21.5m mobile phones21.5m mobile phones

5m 3G handsets5m 3G handsets

30% rich media devices30% rich media devices

< 1.5% < 1.5% iPhoneiPhone

Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck.

Wikipedia (April 2007)

Most ubiquitous device (ever)Responded to very quickly (96% SMS read in 20

mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:

3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms

We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

Masking of number with name (doesn’t let me call back or cancel)

Text heavy How relevant is the

offer?Note: Osbourne Park

WA

First, recognise your handset

And the size of the pointing device….

Ad slides as page is moved

New York Times application

Ad is placed a bottom of the screen

And remains there as you scroll down

Has to be about context Location is one thing, intent, community and

commerceConsider time of day/day of week/previous

actionBuild a relationship, not a series of independent

pokesMore interesting - use of existing mobile devices

as intelligent sensorsGPS plus (time) in a car = traffic flowsGPS plus (temperature) = instant local weatherUser activity = context and relevance

GPS systems

Music Players

Watches

Book readers

Cameras

Don’t restrict the contentJust manage the navigation and presentation

Think of your consumer *first*What will they be doing? Where? Moving?

Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either

If cross-platform (online and mobile)Allow a single log in for consistent experience

Personalise, tailor, make unique, deliverRemember your customers and show you

remember

Common low data rate for mobile If we complain about broadband speeds…

Mobile as consumer engagement channelNot just a marketing tool (which budget?)

Dramatically better (behavioural) trackingDid I mention context? Or personalisation?

Wholesale (and understood) data rate Make advertisers pay for watching their

contentSmarter mobile services

And more than iPhone please!

We enhance narratives into the digital worldBuild sites and destinations, back story, pre story

We engage with a new generation of audienceYour content on the desktop, in their hand

We create interactive content Related links and content specific creations

We build new revenue streamsDetermine the business model, define ROI, negotiate deals

We write digital strategies for traditional media projectsFor other screens, pockets, devices or across social media

We enhance narratives into the digital worldBuild sites and destinations, back story, pre story

We engage with a new generation of audienceYour content on the desktop, in their hand

We create interactive content Related links and content specific creations

We build new revenue streamsDetermine the business model, define ROI, negotiate deals

We write digital strategies for traditional media projectsFor other screens, pockets, devices or across social media

Ray Kurzweil

(and it’s true…..)

Jennifer Wilson