solomo (albion workshop)

SoLoMoClive DickensCOO – Absolute Radio

So Lo Mo Social Local Mobile

KPCB’s John Doerr Calls it “SoLoMo”

Platform neutral

2.2m app downloads

Mobile Strategy is more than ‘listen’

300,000 monthly active users

How not to make money

TenancyMobile NetworksPre-roll

How we make money

How else we make money?

LOCAL is everything - 46% of UK app sessions are in London & South East

Source: Flurry Analytics

Measure engagement not downloads

Christian O'Connell Clock

Radio

Frank Skinner Clock Radio

Dave Gorman Clock Radio

Absolute Radio Absolute Classic Rock

Absolute 80s Absolute Radio 00s

Absolute Radio 90s

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Average Time on AppJul-11

38 mins

59 mins65 mins

32 mins35 mins 32 mins

Source: Google Analytics

93 mins

32 mins

Don’t ignore Mobile Web!

Source: Google Analytics

Mobile on Demand

2008 Q4 2009 Q4 2010 Q4

3,867

4,039

4,270

But, who listens to Audio on Demand?

4,461,293

Source : Absolute Radio server logs for July 2011

76% of podcasts downloads are via a mobile device (wifi/3g)

In Stream

14% of the UK streaming is to a mobile device

Source: Internal server logs

relationships

Two-way relationship

SmartStreamers

data

relationships

Two-way relationship

SmartStreamers

£

data

relationships

Two-way relationship

SmartStreamers

Mobile Marketing Matures

Ubiquitous Computing – real-time connectivity / in palm of hand / pocketMore affordable – Device and data plan pricing fallingFaster – Networks and devices improving (owing to Moore’s Law)Personal – Location / preferences / behaviourFun to use – Social/ casual / reward-driven marketingAccess nearly everything anywhere – “On Demand content” in cloudExplosion of apps and monetisation – making more moneyMeasureable real-world activation – Driving foot traffic to physical storesReward / influence behaviour in real-time – for exactly the right people

Start of a Mobile Market

SoLoMoClive DickensCOO – Absolute Radio