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Australian Mobile Landscape - a 2009 overview

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Information about Australian Mobile Landscape - a 2009 overview
Technology

Published on February 21, 2009

Author: JenWilson

Source: slideshare.net

Description

Presentation given to Mobile Mondays Adelaide (a fairly digitally sophisticated audience) on the mobile landscape, advertising, marketing, changes, developments etc.
Touch on some example of good and bad behaviour. (Note: Qantas have since repaired their iPhone site - but it did take about 3 months!)
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(aka: I steal (old media) content and I vote)

First there was television, or rather: +

First there was television, or rather:

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

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

 

Lots of talk about “the mobile internet”…. Kinda sounds like “radio with pictures “ to me

Lots of talk about “the mobile internet”….

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 phones 10.4% to iPhones O2 had 400% increase in data traffic from 3G ARPU only $4.35 (hard to monetise outside of SMS) $25b global mobile content market

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 phones

10.4% to iPhones

O2 had 400% increase in data traffic from 3G

ARPU only $4.35 (hard to monetise outside of SMS)

$25b global mobile content market

iPhone might reach 1.5% of Aussie handsets But to won’t become Most Desirable for GenC We will see mobile as consumer portal take off But 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 year That 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 reality And realise that QR codes are dead…..

iPhone might reach 1.5% of Aussie handsets

But to won’t become Most Desirable for GenC

We will see mobile as consumer portal take off

But 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 year

That 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 reality

And realise that QR codes are dead…..

21.5m mobile phones 5m 3G handsets 30% rich media devices < 1.5% iPhone

21.5m mobile phones

5m 3G handsets

30% rich media devices

< 1.5% iPhone

Mobile Advertising is a method of advertising that can reach target audiences often through the use of a mobile truck . Wikipedia (April 2007)

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 often Communication, content and utility Response to mobile advertising incredible: 3% - 7% response rate 10% - 20% conversation rate 6 times the ROI on mobile compared to other forms We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

Most ubiquitous device (ever)

Responded to very quickly (96% SMS read in 20 mins)

On 24 x 7, nearby and accessed often

Communication, content and utility

Response to mobile advertising incredible:

3% - 7% response rate

10% - 20% conversation rate

6 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

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

First, recognise your handset

And the size of the pointing device….

Ad slides as page is moved

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

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 commerce Consider time of day/day of week/previous action Build a relationship, not a series of independent pokes More interesting - use of existing mobile devices as intelligent sensors GPS plus (time) in a car = traffic flows GPS plus (temperature) = instant local weather User activity = context and relevance

Has to be about context

Location is one thing, intent, community and commerce

Consider time of day/day of week/previous action

Build a relationship, not a series of independent pokes

More interesting - use of existing mobile devices as intelligent sensors

GPS plus (time) in a car = traffic flows

GPS plus (temperature) = instant local weather

User activity = context and relevance

 

GPS systems Music Players Watches Book readers Cameras

GPS systems

Music Players

Watches

Book readers

Cameras

Don’t restrict the content Just manage the navigation and presentation Think of your consumer *first* What will they be doing? Where? Moving? Tailor your sites for your audience Not 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, deliver Remember your customers and show you remember

Don’t restrict the content

Just manage the navigation and presentation

Think of your consumer *first*

What will they be doing? Where? Moving?

Tailor your sites for your audience

Not 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, deliver

Remember your customers and show you remember

 

 

 

 

 

Common low data rate for mobile If we complain about broadband speeds… Mobile as consumer engagement channel Not just a marketing tool (which budget?) Dramatically better (behavioural) tracking Did I mention context? Or personalisation? Wholesale (and understood) data rate Make advertisers pay for watching their content Smarter mobile services And more than iPhone please!

Common low data rate for mobile

If we complain about broadband speeds…

Mobile as consumer engagement channel

Not just a marketing tool (which budget?)

Dramatically better (behavioural) tracking

Did I mention context? Or personalisation?

Wholesale (and understood) data rate

Make advertisers pay for watching their content

Smarter mobile services

And more than iPhone please!

We enhance narratives into the digital world Build sites and destinations, back story, pre story We engage with a new generation of audience Your content on the desktop, in their hand We create interactive content Related links and content specific creations We build new revenue streams Determine the business model, define ROI, negotiate deals We write digital strategies for traditional media projects For other screens, pockets, devices or across social media

We enhance narratives into the digital world

Build sites and destinations, back story, pre story

We engage with a new generation of audience

Your content on the desktop, in their hand

We create interactive content

Related links and content specific creations

We build new revenue streams

Determine the business model, define ROI, negotiate deals

We write digital strategies for traditional media projects

For other screens, pockets, devices or across social media

Ray Kurzweil (and it’s true…..) Jennifer Wilson

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