solomo (albion workshop)

27
SoLoMo Clive Dickens COO – Absolute Radio

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Page 1: SoLoMo (Albion workshop)

SoLoMoClive DickensCOO – Absolute Radio

Page 2: SoLoMo (Albion workshop)

So Lo Mo Social Local Mobile

KPCB’s John Doerr Calls it “SoLoMo”

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Platform neutral

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2.2m app downloads

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Mobile Strategy is more than ‘listen’

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300,000 monthly active users

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How not to make money

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TenancyMobile NetworksPre-roll

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How we make money

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How else we make money?

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

Source: Flurry Analytics

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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

0:00

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100:00

Average Time on AppJul-11

38 mins

59 mins65 mins

32 mins35 mins 32 mins

Source: Google Analytics

93 mins

32 mins

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Don’t ignore Mobile Web!

Source: Google Analytics

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Mobile on Demand

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2008 Q4 2009 Q4 2010 Q4

3,867

4,039

4,270

But, who listens to Audio on Demand?

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4,461,293

Source : Absolute Radio server logs for July 2011

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

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In Stream

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14% of the UK streaming is to a mobile device

Source: Internal server logs

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relationships

Two-way relationship

SmartStreamers

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data

relationships

Two-way relationship

SmartStreamers

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£

data

relationships

Two-way relationship

SmartStreamers

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Mobile Marketing Matures

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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

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SoLoMoClive DickensCOO – Absolute Radio