coming soon … to a mobile phone near you
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Coming Soon … To a Mobile Phone Near You. Paul Reddick Vice President Business Development, Strategy & Planning April 20, 2005. Macro trends. Wireless Industry Wireless adoption Network bandwidth Phone capabilities Application/service development. Society - PowerPoint PPT PresentationTRANSCRIPT
Paul ReddickVice President Business Development, Strategy & PlanningApril 20, 2005
Coming Soon … To a Mobile Phone Near You
2
Society
•Desire to be un-tethered
•Assumed access to “the world”
•Information/opportunity overload
Wireless Industry
•Wireless adoption
•Network bandwidth
•Phone capabilities
•Application/service development
Anywhere anytime access toknow, reach, transact and play
A need to relate all to self – Mobilize, personalize, localize
Macro trends
3
• Location based services– The ability for the phone/user/network to know
the location of the device
• Near field communications
– The ability for the phone to be able to communicate with nearby objects
• Mobile payments
– The ability for the customer to authorize payments from the phone
Important service developments
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More than a “remote control for life”
Entertainment
PicturesMusicVideosGaming
Communications
VoiceEmail
IMChat
Information
Clock/watchInternet access
Contact list
Transactions
SchedulingPurchases
It’s personal.
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Local relevance- Multiplayer community games
- Locally generated content
- Geographically licensed content
U.S. Mobile Revenue$ millions
2004 2008 2004 20082004 2008
Mobile Games Mobile Music Mobile Video
204
1,356
316
1,402
53
3,234
Sources: InstatMDR (games & video), IDC (music)
Mobile Entertainment
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• Community Networks– Importance of social communities – Mobile communities/peers (e.g. Teens, Hispanic, Alternative,
Faith-based)– Builds strong loyalty, and enables viral word-of-mouth and
peer recommendations for products and services
Local relevance- Location filters on IM buddy lists and chat
- Friend finders
- Push to Talk to “areas”
- Mobile blogs
Communities and Communications
craigslist
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Mobile Information
Sources: http://www.wavemarket.com/products.html)
Local relevance– Mobile local search– Navigation / Mapping – Mobile yellow pages– Traffic / Weather Alerts– Points-of-interest– Events (Entertainment / Sports)
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Mobile Transactions – Targeted Advertising
Local relevance– Advertising pull (e.g. short codes)– VERY targeted advertising push– Movie ticket purchased while en route– Fast food purchased at POS
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• Tremendous capability coming “on-line”• Great utility for enhancing the local
experience for end users• Great opportunity for stimulating local
commerce for businesses, three to start with:– Integration of short codes into off-line
advertising– Paid local search for mobile– Embedded advertising into mobile multimedia
Summary
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?
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Mobile Payment ScenariosV
irtu
alP
hys
ical
Over the Air Proximity
Payment flow
Product flow
Existing merchant card payment process
Payment flow
Product flow
Virtual Lottery ticket purchased at convenience store
Food purchased from fast food merchantT-shirt purchased OTA and delivered home or movie ticket purchased in advance en route to theater.
Ring tone delivered to handset
Paym
ent flowProduct flow
Payment flow
Product flow
Existing merchant card payment process
Merchant
Merchant
Merchant
Merchant
OTA initiated via RFID poster
www.lordoftherings.com/ringtone