AKQA Mobile iMedia 2011
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The document summarizes a presentation about how mobile technology has changed and will continue changing the way people live, work and interact. It discusses how mobile access has exceeded desktop access and text messaging has become the most used data application. It also outlines how brands are following consumers' attention to mobile and that mobile devices will dominate how people access information and engage with each other and the world.
AKQA Mobile iMedia 2011
- 1. Corn, Oil and Mobile iMEDIA Breakthrough Summit 2011 Tina Unterlaender, AKQA Friday, March 25, 2011 1
- 2. Agenda Part 1 WHAT A RIDE - an interesting retrospective on the wireless industry from 1980 until 2008. Part 2 EXCITEMENT ARRIVES - how mobile has changed the way we live, work, and play. THE ROAD AHEAD - The impact of mobile on social Part 3 interactions, consumer behavior, and individual identity. Friday, March 25, 2011 2
- 3. New Way to the Agenda Highway 2010 Mobile access to the Internet exceeds desktop access. SMS text messaging becomes the most widely used data application in the world. Friday, March 25, 2011 3
- 4. A World of Change Mobile devices and their applications will dominate the way that people access the Internet, engage with each other, and interact with the world around them, for the foreseeable future. Friday, March 25, 2011 4
- 5. 25 Years of Mobile Digital wireless is born when 13 countries agree to develop 1987 a common mobile phone system called Groupe Spécial Mobile. German Friedhelm Hillebrand develops SMS based on 140 bytes. 1991 The first text message, “Merry Christmas,” sent one year later. Motorola develops iDEN, the 1st mobile social network. 1994 Organize contacts and communicate instantly. Phillipe Kahn is credited with creating the first camera phone 1997 solution for sharing pictures instantly on the Internet. 1999 DoCoMo brings first full Internet service on mobile phones to Japan. Fox debuts American Idol with text message voting as the 2002 first major integration of mobile into TV entertainment. The iPhone and its App Store transform definition and scope of the 2008 entire mobile industry. Friday, March 25, 2011 5
- 6. Mainstream By 2015 Billions of _____________ will be engaged via mobile information apps social events film, books & music apps web pages hours of video social networks mobile commerce transactions micro payments Friday, March 25, 2011 6
- 7. Mainstream Amount of Mobile-accessible Content WE ARE HERE 2008 2009 2010 2011 Friday, March 25, 2011 7
- 8. Brands Follow Attention 100%! Mobile! Television! 80%! Outdoor! 60%! Newspaper! Internet! 40%! Radio! 20%! Magazines! 60! 120! 180! 240! 300! Daily Time spent looking at mobile media has almost doubled in the last 48 months, fueled by brand new activities using smartphones. Friday, March 25, 2011 8
- 9. Catalysts Increasingly powerful mobile devices Demographic shifts Developer communities for multiple platforms All marketing acquires direct and search characteristics Friday, March 25, 2011 9
- 10. Bridge to the Future Friday, March 25, 2011 10
- 11. Macro Mobile Trends SEARCH RATE BUYING DEMOCRACY COMPARING PEER-DRIVEN CHOICES PRICING CROWD DECISIONS AVAILABILITY BUY REPORT PURCHASE ATTENDANCE COUPONS UGC NEWS RESERVE CHECK-INS SCANNING Friday, March 25, 2011 11
- 12. Report Since the begin of modern civilization, people have wanted to know what just happened, and communicate to others what is happening. It is a “fundamental” human behavior. Friday, March 25, 2011 12
- 13. Report Sports Medical Society Attendance Friday, March 25, 2011 13
- 14. Ratings We are in an age of hyper-democracy. Authority is dead. Mobile applications will enable us to express, distribute, and quantify our opinions like never before. + X = Friday, March 25, 2011 14
- 15. Ratings What Where Who Why Friday, March 25, 2011 15
- 16. Search We’ve always been interested in better ways to find what we are looking for. It is a “fundamental” human behavior. Friday, March 25, 2011 16
- 17. Search Custom Reserve Available Supply Friday, March 25, 2011 17
- 18. Buy Say goodbye to your wallet! New technologies, mobile apps and retail adoption will allow consumers to carry their credit, gym membership and grocery club cards simply in their device. RFID + = Friday, March 25, 2011 18
- 19. Buy Ticketing Memberships Loyalty&Coupons Retail Friday, March 25, 2011 19
- 20. Mobile is Anything. Anything is Mobile. THEN - Corn was a basic food items NOW - soda, sanitizer, baby powder THEN - Oil was a basic fuel for engines NOW - Diapers, makeup, curtains THEN - Phones were for calls FUTURE - Finding, measuring, paying Friday, March 25, 2011 20
- 21. Some Thoughts NOW FUTURE 5.1mi Friday, March 25, 2011 21
- 22. New Campaigns SELF-REPORTED RATING OF A SPORTS EVENT, TRIGGERS A RETURN MESSAGE WITH MAP TO CLOSEST NIKE STORE CONSUMER GETS BRAND GETS -DIRECT RELATIONSHIP -DIRECT RELATIONSHIP -SPECIAL DEAL -COST EFFECTIVE IMPRESSION -PSYCHIC REWARD -PERMISSION TO CROSS SELL Friday, March 25, 2011 22
- 23. New Campaigns CONSUMERS USE A SIMPLE”WISH LIST” APP W/ BASIC “STAR” RATING FEATURE. VIP STATUS EARNED, IF A PREDETERMINED MINIMUM # OF PEOPLE READ THEIR REVIEWS CONSUMER GETS BRAND GETS -BRAND OWNERSHIP -DIRECT DIALOGS WITH FANS -TRUE VOICE IN PRODUCT -COST EFFECTIVE IMPRESSIONS -PSYCHIC REWARD -UNCOVERS ITS REAL FANS -TIGHT FEEDBACK LOOP Friday, March 25, 2011 23
- 24. RSBR Search Buy Rate Report The way people rate, search, buy, and report will change the world. Friday, March 25, 2011 24
- 25. Mobile Arrives Food & Beverages Retail Stores Search Media Mobile Health Apparel/ Footwear Transportation Friday, March 25, 2011 25
- 26. Tina Unterlaender, AKQA tina.unterlaender@akqa.com 415-728-2856 Friday, March 25, 2011 26