Mobile Mobile TechnologiesTechnologiesGuy HoskinsGuy Hoskins

““A remote controller for A remote controller for people’s lives” people’s lives” Lugano, 2007Lugano, 2007

DevelopmentDevelopment Use statisticsUse statistics Business case studiesBusiness case studies Future directionsFuture directions DiscussionDiscussion

A potted history…A potted history…

A potted history…A potted history…

1G – 19731G – 1973 2G – 19912G – 1991 3G – 20013G – 2001 4G - ?4G - ?

Mobile in AfricaMobile in Africa

% of people by age who engage in mobile % of people by age who engage in mobile activities on a typical dayactivities on a typical day

18-2918-29 30-4930-49 50-6450-64 65+65+

Text messagesText messages 7474 5151 2323 55

Take a pictureTake a picture 3737 2020 99 33

Play a gamePlay a game 1515 1212 33 22

EmailEmail 2121 1818 99 33

Access Access internetinternet

2525 1616 66 22

Instant Instant messagingmessaging

1717 1212 55 22

Get directionsGet directions 66 44 22 --

Watch videoWatch video 55 33 11 11

% of teens who own a cell % of teens who own a cell phonephone

How teens go onlineHow teens go online

The big playersThe big players

And there’s an app for And there’s an app for that…that…

Apple app storeApple app store Mobile FringeMobile Fringe

The Google-verseThe Google-verse AndroidAndroid Buzz DeckBuzz Deck

Mobile Social NetworksMobile Social Networks

YelpYelp FlagrFlagr Places-to-doPlaces-to-do SocialightSocialight

Mobile AdvertisingMobile Advertising

Global mobile advertising revenue 2009 - Global mobile advertising revenue 2009 - $530m $530m (Gartner, 2009)(Gartner, 2009)

2013 - $13.5b 2013 - $13.5b (Gartner, 2009)(Gartner, 2009)

ObstaclesObstacles PrivacyPrivacy MetricsMetrics Carriers become ‘dumb pipes’Carriers become ‘dumb pipes’

1 – Respect the end user1 – Respect the end user 2 – Take advantage of existing resources2 – Take advantage of existing resources 3 – Understand the ecosystem3 – Understand the ecosystem 4 – Identify your target audience4 – Identify your target audience 5 - Integrate a cross-media campaign5 - Integrate a cross-media campaign 6 – Keep it simple!6 – Keep it simple!

Mobile Marketing MantraMobile Marketing Mantra

Nike IDNike ID

Dove – Wrinkled or Dove – Wrinkled or wonderful?wonderful?

Pontiac – Catch a G6Pontiac – Catch a G6

PlayStation – Resistance PlayStation – Resistance IIII

PlayStation – Resistance PlayStation – Resistance IIII

Mobile metrics:Mobile metrics: Total Pageviews: 238,000Total Pageviews: 238,000

Total Homepage Views: 170,000Total Homepage Views: 170,000Total Video Views: 27,000Total Video Views: 27,000Total Gallery Views: 28,000Total Gallery Views: 28,000Free Wallpapers: 7,000Free Wallpapers: 7,000Wallpaper downloads: 5,000Wallpaper downloads: 5,000

Axe – Booty TonesAxe – Booty Tones

Ring tone giveawayRing tone giveaway

Tohato – World’s worst Tohato – World’s worst warwar

Ouch! Anal Torture FactoryOuch! Anal Torture Factory

Nike Air 360 - AwakeNike Air 360 - Awake

Request celebrity athlete wake-up callsRequest celebrity athlete wake-up calls 8 week campaign8 week campaign Exceeded target participation by 300%Exceeded target participation by 300%

Not for ProfitNot for Profit

Red Cross – Haiti - $2m in two daysRed Cross – Haiti - $2m in two days MW4DMW4D Mobile ActiveMobile Active

Bridging the digital Bridging the digital dividedivide

Location AwarenessLocation Awareness

Powered by GPSPowered by GPS New dimension to social networkingNew dimension to social networking Massive advertising potentialMassive advertising potential BrightkiteBrightkite

Near Field Near Field CommunicationCommunication

Data exchange over short distanceData exchange over short distance Mobile ticketing in public transport Mobile ticketing in public transport Mobile paymentMobile payment Smart posterSmart poster Bluetooth pairing Bluetooth pairing

Mobile DTVMobile DTV

Works with a moving targetWorks with a moving target The TivitThe Tivit

QR CodeQR Code

Highly developed in Japan/S.KoreaHighly developed in Japan/S.Korea Phone scans image, directs to URLPhone scans image, directs to URL

Mobile BankingMobile Banking