mobile past present future
DESCRIPTION
the deck i shared at the APA Contagious IPA Future of Advertising in one Afternoon gig in London todayTRANSCRIPT
![Page 1: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/1.jpg)
![Page 2: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/2.jpg)
Mobile
Past
Future
Present
![Page 3: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/3.jpg)
Who cares about the future?
![Page 4: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/4.jpg)
Mobile
Past
Future
Present
![Page 5: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/5.jpg)
Mobile
Past
Future
Present
The decade of mobile
![Page 6: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/6.jpg)
“the future is already here. It's just not very evenly
distributed”
![Page 7: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/7.jpg)
“the future is already here. It's just not very evenly
distributed”
![Page 8: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/8.jpg)
Past
![Page 9: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/9.jpg)
Mobile to evolve like online?
“ OK we need a website ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
![Page 10: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/10.jpg)
Mobile to evolve like online?
“ OK we need a website ”
“ We need traffic – lets
advertise online ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
![Page 11: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/11.jpg)
Mobile to evolve like online?
“ OK we need a website ”
“ We need traffic – lets
advertise online ”
“ We need to be strategic about
online ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
![Page 12: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/12.jpg)
Its 1999 all over again
“ OK we need a website ”
“ We need traffic – lets
advertise online ”
“ We need to be strategic about
online ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
350mOnline1999
![Page 13: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/13.jpg)
Businesses must move fast
to reap the benefits
“ OK we need a website”
“ We need traffic – lets
advertise online”
“ We need to be strategic about
online”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
350mOnline1999
350mSmartphones2009
![Page 14: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/14.jpg)
If we had known just how big the web would
become, how would we have behaved differently?
![Page 15: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/15.jpg)
Present
![Page 16: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/16.jpg)
“The new rule. Mobile First”
Eric Schmidt – CEO Google
![Page 17: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/17.jpg)
“We found out that we were the largest
[mobile company] in the world measured by
revenue. So yes, you should look at Apple as
a mobile device company,"
Tim Cook – COO Apple
![Page 18: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/18.jpg)
Facebook have 100mmobile users & talk of
reaching billions…
![Page 19: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/19.jpg)
Facebook have 100mmobile users & talk of
reaching billions…
More people have
smartphones than use Facebook
More people have iphones
than use Twitter
![Page 20: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/20.jpg)
![Page 21: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/21.jpg)
However….
Only 8% of Fortune 1000 business have a mobile strategy
![Page 22: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/22.jpg)
What we need is a
viral
![Page 23: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/23.jpg)
What we need is an iphone app
![Page 24: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/24.jpg)
Future. Now
![Page 25: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/25.jpg)
![Page 26: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/26.jpg)
![Page 27: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/27.jpg)
http://www.dandad.org/awards08/entry.asp?entry_id=18031
![Page 28: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/28.jpg)
SMS as mass market
![Page 29: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/29.jpg)
Touch
![Page 30: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/30.jpg)
Eyes
![Page 31: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/31.jpg)
Ears
![Page 32: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/32.jpg)
Location
![Page 33: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/33.jpg)
Movement
![Page 34: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/34.jpg)
Voice
![Page 35: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/35.jpg)
Big M & Small m marketing
Reduce transaction cost
Reduce churn
Encourage advocacy
Drive salesImprove customer experience
Increase self service
Minimise service calls
Acquire customers
Cross Sell
![Page 36: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/36.jpg)
![Page 37: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/37.jpg)
Strategic Approach
Audit
Invention
Discovery &Distribution
![Page 38: Mobile Past Present Future](https://reader033.vdocuments.net/reader033/viewer/2022061221/54bf73254a795963238b4571/html5/thumbnails/38.jpg)
It’s time to experiment
Relevant Measurable Scaleable