akqa mobile imedia 2011
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TRANSCRIPT
Corn, Oil and MobileiMEDIA Breakthrough Summit 2011
Tina Unterlaender, AKQA
1Friday, March 25, 2011
Agenda
Part 1WHAT A RIDE - an interesting retrospective on the wireless industry from 1980 until 2008.
Part 2EXCITEMENT ARRIVES - how mobile has changed the way we live, work, and play.
Part 3THE ROAD AHEAD - The impact of mobile on socialinteractions, consumer behavior, and individual identity.
2Friday, March 25, 2011
AgendaNew Way to the Highway
2010
Mobile access to the Internet exceeds desktop access. SMS text messaging becomes the most widely used data application in the world.
3Friday, March 25, 2011
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.
4Friday, March 25, 2011
25 Years of Mobile
1987Digital wireless is born when 13 countries agree to developa common mobile phone system called Groupe Spécial Mobile.
German Friedhelm Hillebrand develops SMS based on 140 bytes. The first text message, “Merry Christmas,” sent one year later.1991
Motorola develops iDEN, the 1st mobile social network. Organize contacts and communicate instantly.1994
DoCoMo brings first full Internet service on mobile phones to Japan.1999
The iPhone and its App Store transform definition and scope of the entire mobile industry. 2008
Phillipe Kahn is credited with creating the first camera phone solution for sharing pictures instantly on the Internet.1997
Fox debuts American Idol with text message voting as the first major integration of mobile into TV entertainment.2002
5Friday, March 25, 2011
Mainstream
By Billions of _____________ will be engaged via mobileinformation apps
social eventsfilm, books & music apps
web pageshours of videosocial networks
mobile commerce transactionsmicro payments
2015
6Friday, March 25, 2011
Mainstream
2008 2009 2010 2011
Am
ount
of M
obile
-acc
essi
ble
Con
tent
WE ARE HERE
7Friday, March 25, 2011
100%!
20%!
60%!
40%!
80%!
60! 120! 180! 240! 300!
Newspaper!
Magazines!
Radio!
Television!
Outdoor!
Internet!
Mobile!
Daily Time spent looking at mobile media has almost doubled in the last 48 months, fueled by brand new activities using smartphones.
Brands Follow Attention
8Friday, March 25, 2011
Catalysts
Increasingly powerful mobile devices
Demographic shifts
Developer communities for multiple platforms
All marketing acquires direct and search characteristics
9Friday, March 25, 2011
Bridge to the Future
10Friday, March 25, 2011
Macro Mobile Trends
BUYPURCHASECOUPONSRESERVE
RATEDEMOCRACY
PEER-DRIVEN CHOICESCROWD DECISIONS
REPORTATTENDANCEUGC NEWSCHECK-INSSCANNING
SEARCHBUYING
COMPARINGPRICING
AVAILABILITY
11Friday, March 25, 2011
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.
12Friday, March 25, 2011
Report
MedicalSports
Attendance
Society
13Friday, March 25, 2011
Ratings
+ X =
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.
14Friday, March 25, 2011
Ratings
What Where
Who Why
15Friday, March 25, 2011
Search
We’ve always been interested in better ways to find what we are looking for.
It is a “fundamental” human behavior.
16Friday, March 25, 2011
Search
Custom Reserve
Available Supply
17Friday, March 25, 2011
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 + =
18Friday, March 25, 2011
Buy
Memberships
Ticketing
Retail
Loyalty&Coupons
19Friday, March 25, 2011
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
20Friday, March 25, 2011
Some Thoughts
FUTURE
NOW
5.1mi
21Friday, March 25, 2011
New Campaigns
SELF-REPORTED RATING OF A SPORTS EVENT, TRIGGERS A RETURN MESSAGE WITH MAP TO CLOSEST NIKE STORE
CONSUMER GETS-DIRECT RELATIONSHIP-SPECIAL DEAL-PSYCHIC REWARD
BRAND GETS-DIRECT RELATIONSHIP-COST EFFECTIVE IMPRESSION-PERMISSION TO CROSS SELL
22Friday, March 25, 2011
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 OWNERSHIP-TRUE VOICE IN PRODUCT-PSYCHIC REWARD
BRAND GETS-DIRECT DIALOGS WITH FANS-COST EFFECTIVE IMPRESSIONS-UNCOVERS ITS REAL FANS-TIGHT FEEDBACK LOOP
23Friday, March 25, 2011
RSBR
The way people rate, search, buy, and report will change the world.
Search Buy
Rate Report
24Friday, March 25, 2011
Mobile Arrives
Mobile
Food & Beverages
Search Media
Apparel/ Footwear
Transportation
Retail Stores
Health
25Friday, March 25, 2011
Tina Unterlaender, AKQA
415-728-2856
26Friday, March 25, 2011