PMA Veri Sign Hot Trends

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Published on June 18, 2007

Author: Haggrid

Source: authorstream.com

What’s Cool? What’s Possible?:  What’s Cool? What’s Possible? A glimpse of the near-future in mobile Rob Kramer – VeriSign, Inc. November 7, 2006 Simple Global Mission:  Simple Global Mission Enable and Protect the World’s Networked Interactions It’s Real, It’s Global and It’s Just Beginning:  It’s Real, It’s Global and It’s Just Beginning Source: Morgan Stanley And We’re Right in the Middle of It … Every Day:  And We’re Right in the Middle of It … Every Day Operational Excellence:  Operational Excellence Over $500m invested in infrastructure 54 sites worldwide 24Gb of network bandwidth 10,000 servers managed Over 20b interactions per day Global Customers And Partners:  Global Customers And Partners CARRIERS CONSUMER BRANDS MEDIA andamp; ENTERTAINMENT RETAILERS PORTALS ENTERPRISES Vision: Partnering to Enable a Mobile Future:  Vision: Partnering to Enable a Mobile Future Marketing andamp; Advertising Video Information Services Community PC TV Mobile Powering The Leaders In The “Any Era”:  Powering The Leaders In The 'Any Era' Mobile Search Security andamp; Messaging Secure Commerce Managed Security ePedigree Mobile Content Content andamp; Connectivity Customer Dynamics Driving Change:  Customer Dynamics Driving Change Today’s customers want communication that transcends networks and devices VeriSign Strategy:  VeriSign Strategy Deliver Intelligent Infrastructure Services that are Indispensable to Our Customers enabling them to benefit from Next Generation Communications, Commerce and Content Communications Content Commerce Where It All Comes Together.™ m-Culture Evolution: The Mobile Device:  m-Culture Evolution: The Mobile Device Your Office Your Jukebox Your Entertainment Your Game Console Your Internet Your Phone The value chain and ecosystem become increasingly complex… Your Organizer Your Calendar Your Wallet Your Car Keys Your Loyalty Programs Your Fashion Accessory Your Lifeline… I Am… Mobile devices are becoming extensions of the ‘self’. Now brands must meet the complex demands of lifestyles… Integrated Mobile Customer Life Cycle:  Integrated Mobile Customer Life Cycle We bundle different applications to engage consumers in repeated transactions. Starting with simple SMS campaigns, users are driven to higher value services such as content, community and evenutually, mCommerce. Integrated Mobile Customer Life Cycle:  Integrated Mobile Customer Life Cycle iTV Alerts Promotions Polling Voting Sweepstakes Video Music Games Marketing andamp; Advertising mCommerce Community Subscriptions Emerging Mobile ApplicationsWhat’s on the horizon?:  Emerging Mobile Applications What’s on the horizon? Multimedia MMS / SMIL Applications Instant Messaging Picture/Video/Audio Sharing Full-track Downloads Blogs andamp; Podcasts Comparison Shopping (photos of bar codes) Location Identification Infotainment Mobile TV / Mobisodes Infomercials Advergaming Advertising Mobile Marketing Enhanced Interfaces Mobile Couponing (Barcode) Image-initiated Opt-in Other Image Applications Richer GUI Personalization Ringbacks Customizable Images Virtual Characters Location-based Services Store Locator Micropayments Search Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces MultimediaMMS / SMIL will enable a number of new applications:  Multimedia MMS / SMIL will enable a number of new applications Multimedia content types supported by MMS: What is MMS? Multimedia Messaging Service (MMS) Extension of the SMS protocol But with virtually unlimited file size Usage familiar to existing SMS users What is SMIL? Synchronized Multimedia Integration Language (SMIL) XML-based language Controls the layout of multimedia messages Pieces together media files in the order that the end user sees and combines them into a single stream Many MMS compatible handsets use SMIL under the covers Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces MultimediaWhat’s the market outlook for MMS?:  Multimedia What’s the market outlook for MMS? New off-net content Katazo – the U.S. industry’s first third-party content download site using MMS (on Verizon) in Nov 2005 Carrier MMS interoperability Almost all U.S. tier 1 carriers interoperable (Nextel exception) All major Canadian carriers launched intercarrier MMS in July 2005 Infrastructure growing Verizon is using MMS as the transport technology for all content downloads (streaming in the near future) Handsets base growing 38% of US handsets are currently MMS-enabled (vs. 99% for SMS) Majority of new phones have MMS Consumer awareness of MMS Today’s usage relatively low relative to SMS (6% vs. 40% for SMS) Carriers haven’t proactively marketed MMS capabilities to consumers Demand will skyrocket in 2006 Drivers: New off-net content and applications coming online Full U.S. carrier interoperability (SMS usage exploded when carriers enabled this) MMS revenues in the U.S. $100m in 2005 $300m in 2006 Source: Jupiter Research 200% Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces SUPPLY (Content andamp; Carriers) DEMAND (Consumers) Case Study – Ford Mustang Content :  Case Study – Ford Mustang Content Consumers can download free Ford Mustang ringtones and wallpapers for their phone. Extends the Mustang brand to the mobile phone. Thousands of ringtones and images have been downloaded. andgt; andgt; CASE STUDY andgt; andgt; HIGHLIGHT Case Study –Lexus Audio Tour:  Case Study –Lexus Audio Tour Lexus Audio Tour program that steps participants through car features Introduced at Lexus Product Tent at the US Open. 7 separate keywords, one for each car model User will receive a pre-recorded voice call or callback to their handset shortly after sending the keyword to the short-code Upon hearing the audio recording of the car the user requested via text message, IVR menu will allow them to: Listen to the recorded descriptions for the 6 other cars. Connect directly to Lexus’s Customer Support andgt; andgt; CASE STUDY andgt; andgt; HIGHLIGHT Full Track Downloads- Over The Air (OTA):  Full Track Downloads- Over The Air (OTA) Fat music client for Symbian and j2ME Three modules: Browsing content Personal library (sync) Playback Progressive download OMA v1.0 compatible DRM agent (more secure and user friendly) Integration of full music content andamp; personalization content incl. recommendations, Send a friend, etc. Playback of AAC, AAC+, MP3 Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Blogs & PodcastsSupports for more types of media:  Blogs andamp; Podcasts Supports for more types of media Mobile blogging Compose text, record audio, shoot videos or take pictures from anywhere using a mobile device Publish for the world to access 11/06 YouTube announces Mobile publishing Podcasting/RSS Subscribe to feeds from trusted publishers using RSS. Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Picture Sharing & Instant MessagingJust an example of what MMS will enable in 2006:  Picture Sharing andamp; Instant Messaging Just an example of what MMS will enable in 2006 Popular messaging apps broadly supported today Yahoo! Messenger AOL Messenger MSN Messenger New improvements in usability will drive consumer usage All major messaging apps are making improvements and leveraging new technologies to make IM quicker and easier to use Rich media support in 2006 U.S. carriers to introduce support for MMS and charge premium prices for richer content such as pictures Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Mobile Marketing:  Mobile Marketing Contests are the leading driver of short code usage, such as game or reality television shows or chances to win free merchandise, with 18 million subscribers across the geographies reporting they participated. Again, Spain shows the highest rate of participation, at 17.8 percent, followed by the UK at 10.6 percent. Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Source: MMetrics Mobile TV / MobisodesNew programming in 2006 will lure new demographics:  Mobile TV / Mobisodes New programming in 2006 will lure new demographics In 2006, 11 percent of mobile phones will be video capable but only one percent of mobile subscribers will pay for a subscription. (Jupiter Research) Exclusive content On-demand clips of content not found anywhere else ABC’s 'Lost Video Diaries' 20 'Lost' mobisodes (each several minutes long) available in early 2006 Two new characters stranded on Mystery Island Interactive programming Mobile TV programming that solicits viewers to vote, give feedback and chat directly from their phones through a pop-up menu and to opt-in to promotional programs. Bite-sized TV New programming paradigm to fill 'dead' moments (e.g., get golf highlights while waiting in line at the bank) In-garden model today (e.g., MobiTV offers ~25 channels of live and made-for-mobile content) Movement towards out-of-garden model (e.g., m-Qube) Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Case Study – CBS Big Brother :  Case Study – CBS Big Brother Premium Subscription service where subscribers receive: House Alerts 24/7 Summaries Exclusive Diaries Wallpapers All-Star Tones Additional iTV Live Voting Application where viewers can win a chance at $10,000 if they correctly predict who will be voted off. Each vote cost .99 to participate. andgt; andgt; CASE STUDY andgt; andgt; HIGHLIGHT Case Study – NBC Sweepstakes ’Deal Or No Deal’:  Case Study – NBC Sweepstakes ’Deal Or No Deal’ First cross-carrier, premium SMS-based sweepstakes-type event in United States. The show has given away more than $1MM total between this season and the first week it aired the week before Christmas. Since it became a regular series, Deal or No Deal has constantly placed within the 20 most popular programs on television, at times attaining the top 10. Ratings have remained consistently high in 2006 despite difficult competition, particularly American Idol. andgt; andgt; CASE STUDY andgt; andgt; HIGHLIGHT Case Study – NBC Emmy Awards Preshow:  Case Study – NBC Emmy Awards Preshow iTV Cross-carrier Premium Trivia Program for NBC. Viewers have a chance to win $10,000 by sending a text message with their vote to the number 51515 to vote who should be the next Apprentice. Each vote cost .99 to participate. The weekly winners competed in a 'mini-hunt' for an additional $100,000 prize, which aired during the season finale. Winner Chosen and Announced LIVE On-Air andgt; andgt; CASE STUDY andgt; andgt; HIGHLIGHT Slide27:  Mobile Voting for Live Shows Starmania (similar to American Idol) National qualifying contests for the Eurovision Song Contest Dancing Stars, ... Interactive Shows Personality Test Love and Partner Test Quiz Shows,... On-Screen Chat Flirt andamp; Dating Services Alert services (news, sports, traffic) Mobile Content Download Platform Live Events tickets and many more VeriSign International TV case studies Slide28:  tvn poland mobile mobile content marketing Hungary Top Chart hit service via cellphone Nova TV Croatia content download etc. Big Brother Reality Show Chat Live Votings Interactive thrillers Fight for your wife interactive soap Interactive games Flirt andamp; Dating via cellphone VeriSign International TV case studies Mobile TV / MobisodesWhat’s the market outlook?:  Mobile TV / Mobisodes What’s the market outlook? Content types Downloaded clips Streaming video Carriers Verizon VCast Downloaded video clips Cingular MobiTV Streaming broadcast and cable TV programming – news, sports and weather Verizon MediaFLO just announced (Dec 1, 2005) Streaming broadcast TV in late 2006 (20 live streaming video channels and 10 audio channels) Willingness to pay 44% are interested if free 19% willing to pay Relatively high given the nascent market Source: Jupiter Research, April 2005 U.S. sales $62m in 2005 $88m in 2006 Source: Jupiter Research, Nov 2005 41% Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces SUPPLY (Content andamp; Carriers) DEMAND (Consumers) Case Study – CBS News Alerts:  Case Study – CBS News Alerts Rich Media Alerts for CBS News consumers. Alerts include Video andamp; Photo’s Subscription plan at .99 per month. andgt; andgt; CASE STUDY andgt; andgt; HIGHLIGHT Example Branded Portal: Volvo Ocean Race:  Daily News, Breaking News, Position Updates, In Port Racing, Skipper’s Interview, TV Flash Total content catalog is available for push download Register, Login, personalization Content types: streaming video, streaming audio, wallpapers, ringtones, Moblog, Captain Carl Total content catalog is available for unlimited download Wallpapers, games and ringtones, streaming video, streaming audio 3 Java Games during the race Captain Carl premium content Captain Carl video, ringtones, wallpapers Example Branded Portal: Volvo Ocean Race Example Branded Portal: Volvo Ocean Race:  Latest Audio andamp; Video Game Download Video Example Branded Portal: Volvo Ocean Race Mobile Portals - Video Integration:  Music Portal for Hutchison '3' Austria Portal for Music Videos and related content Video Download Video Streaming MMS Subscriptions Integrated Promotions and Sweepstakes for upselling Related Wallpaper and Ringtones Mobile Portals - Video Integration InfomercialsComplements traditional media to improve conversion rates:  Infomercials Complements traditional media to improve conversion rates Complementary with traditional media Traditional media has broad reach, but shallow depth. Mobile infomercials will supplement static print advertising. For example, after large print ad draws consumer’s attention, a mobile infomercial demonstrates the product in detail Targeted infomercials will move consumers along the purchase funnel Higher conversion rates with qualified prospects than with print alone Evolution similar to that of the web The first infomercials will play an analogous role as the first web sites: brochure ware at first, then quickly taking advantage of the medium’s dynamic capabilities Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Mobile AdvertisingComplements traditional media to improve conversion rates:  Mobile Advertising Complements traditional media to improve conversion rates With a 76 percent penetration rate in the US, cell phones are nearly ubiquitous, offering marketers a highly personalized platform for targeting consumers. Total advertiser spend on mobile messaging and display ads will grow from $1.4 billion in 2006 to $2.9 billion in 2011. Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces AdvergamingNew opportunity for brands to connect to consumers:  Advergaming New opportunity for brands to connect to consumers Mindset of mobile gaming fundamentally different Part-time gaming ('DMV' gaming) to fill dead moments Opportunity for brands Brand gives away a free game, and subscriber accepts that there will be logos and advertising Certain brands have right personality: Mountain Dew (snowboarding) Coors Light (football) Home Depot (Nascar) Leverage existing game assets There are plenty of off the shelf sports and other themed games in mobile  no need to develop a custom game Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Slide37:  Action games War games Sports games Quizzes Card games etc. On-Screen TV Games: Examples Mobile CouponingNew interface promises to accelerate redemption rates:  Mobile Couponing New interface promises to accelerate redemption rates Today’s mobile couponing Consumer requests a mobile coupon via a variety of channels Marketer sends a coupon to the consumer via SMS Salesperson keys in coupon code at the point-of-sale to redeem the New graphical interface enables skipping of the manual re-keying step Consumer simply shows the salesperson a scanable barcode that appears on the phone Salesperson uses existing POS scanner to fast-track the redemption process Personalization Location-based Services Multimedia Infotainment Enhanced Interfaces Image-initiated Opt-inPress one button to opt-in:  Image-initiated Opt-in Press one button to opt-in Potential to bring in new audiences to mobile data On-the-go professionals don’t take the time to text message, but they do have high-end mobile phones capable of taking pictures Press one button to opt-in Sign up, get product info, view a Web site or purchase a product 'mCode' gaining early traction in the U.S. In fall 2005, Synthesis Magazine, a music publication, will feature mCode ads, which will enable consumers to respond to an mCode promotion of independent label music Personalization Location-based Services Multimedia Infotainment Enhanced Interfaces Other Image ApplicationsA photo can capture rich, structured info for any purpose:  Other Image Applications A photo can capture rich, structured info for any purpose Capture large amounts of any type of data Users scan using their phones’ built-in cameras and immediately have access to detailed info For example, this image contains a business card Is a picture worth a thousand words? Actually, it can be worth 4,296 characters Similar to mCodes, QR codes have gained traction in Japan Why have QR codes been so successful? Reliable: up to 30% of the code can be damaged and still be completely readable Can be printed as a regular graphic by any printer Promoted via flyers and magazine ads Mobile visual search Snap a picture a movie billboard and send the image A visual database lookup returns a film trailer, locates a theater for the movie, and allows the user to buy tickets on the spot Name1: NFGman Name2: NFGman Mail1: YeahRight@domain.com Mail2: YeahRight2@domain.com Tel1: 12345678912 Personalization Location-based Services Multimedia Infotainment Enhanced Interfaces Richer UIHTML-enabled interfaces:  Richer UI HTML-enabled interfaces Dynamic user experience Akin to what HTML did for the Web and email Competing technologies WAP 2.0 – gaining traction in the U.S. Flash Cast / Flash Lite – limited availability today Recent U.S. carrier developments Verizon Mobile Web 2.0 service supports rich UI (tabled design, high-end graphics, etc.) More content becoming available. Cingular 30m subs with data-enabled handsets Launching a personalizable portal with better design and graphics. Cingular’s Media Net now enables its users to easily upgrade to WAP 2.0 Launched a high-end 'active desktop' app (no need for browser or app to be launched) early next year for personalized scrolling headlines, promos, sports scores, etc. Personalization Location-based Services Multimedia Infotainment Enhanced Interfaces Service Case Study “RedBull” WAP:  Global energy drink market leader Expanding consumer communications to mobile online news downloads promotion of brand sponsored events video clips, audio clips TV commercials, etc. Global roll-out starting from July 2006 andgt; andgt; CASE STUDY andgt; andgt; HIGHLIGHTS Service Case Study 'RedBull' WAP Example Branded Portal: Red Bull:  Example Branded Portal: Red Bull RingbacksUsage increasing in the U.S.:  Ringbacks Usage increasing in the U.S. Ringbacks will follow ringtone adoption curve in the U.S. Ring tone usage in the U.S. started gradually, then sales took off Ringback usage and adoption expected to follow a similar trajectory Another data revenue opportunity for carriers Supplements other data such as full song downloads, music videos and ring tones Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces RingbacksWhat’s the market outlook?:  Ringbacks What’s the market outlook? U.S. carriers rolling out T-Mobile Launched national service in Dec 2004 Priced at $1.99/tone + $1.49/month subscription Verizon Launched national service in June 2005 Content deals with Universal Music, Warner Music and Sony BMG Priced at $1.99/tone + $0.99/month subscription Increased promotional efforts Demand increasing Ringback usage soaring in Asian and European markets U.S. ring tones sales (including ringbacks) $600m in 2005 $930m in 2006 54% Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces SUPPLY (Content andamp; Carriers) DEMAND (Consumers) Customizable ImagesUsers personalize any still image or graphic:  Customizable Images Users personalize any still image or graphic Choose template (Web or WAP) Enter custom text Preview image Enter phone number Download wallpaper 14155551212 Pulse Entertainment 1 2 3 4 5 Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Virtual CharactersSend postcards and picture messages:  Virtual Characters Send postcards and picture messages 'Automated' picture messages with personalized greeting Automatically animates facial images Synchronizes facial movements with recorded and text to speech voice, in any language (with presentation in 'Slideshow' mode, click on picture of baby) Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Case Study – Pontiac Catch a G6 Picture Messaging Sweepstakes :  Case Study – Pontiac Catch a G6 Picture Messaging Sweepstakes Photograph a Pontiac G6 from a camera phone Send photo via MMS to designated short code Earn a chance to win prizes ranging from free ringtone to $1 million Integrated cross-channel marketing 'The Clash' song featured in both G6 television commercial and ringtone Promoted across GM's television, print, radio and online advertising Resulted in significant Web site traffic increase Mobile campaign designed to position GM/Pontiac as 'cool' to the young adult demographic andgt; andgt; CASE STUDY andgt; andgt; HIGHLIGHT Location-based Services:  Location-based Services Many Web-based applications can be ported to mobile Point-to-point directions Traffic reports and maps Nearest gas station Store locator Brand new applications will leverage capabilities that only mobile can provide MapQuest Find Me Combines GPS locator with extensive map data With a push of a button, subscribers can find out exactly where they’re located and even share that location with a friend Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces Worldwide Adoption of m-Payment:  Embryonic Early Stage Developing Advanced Mature Worldwide Adoption of m-Payment Sources : Ovum, Arthur D. Little, SMPU VPAAL Concept Approval Relative m-Payment Maturity Market Maturity Stage On Aug. 06, Germany is also rolling out cell phone-based payment services in the retail and transportation sectors NTT DocoMo : Train tickets (JR East Suica card), Proximity / smart chip (Felica chip) US moving from 'embryonic' to 'early development' stage – services currently limited to mobile content Japan, Singapore, S. Korea and Austria leading the world in adoption of mobile payments with most diverse range of services – unattended POS, retail shopping. Micropayments:  Micropayments Numerous products and services are a good fit Premium SMS Mobile content Mobile applications Billing on behalf of (BOBO) Infrastructure already in place Well technically adapted to small transactions Micropayments already accepted by Cingular, Nextel and Boost Mobile Carrier billing will be major player in micropayment space Market acceptance European consumers making physical purchases U.S. consumers accepting the paradigm by purchasing digital goods Infotainment Personalization Location-based Services Multimedia Enhanced Interfaces For Further Information::  For Further Information: Rob Kramer Director, Interactive Business Development rkramer@verisign.com 617.673.2471 VeriSign, Inc. www.verisign.com

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