It’s a Mobile, ,

Mobile, Mobile,Mobile 

World

Judd WheelerOctober 2011

19061906

Phone FirstsPhone Firsts

• 197319731st mobile call (NY)

• 1979• 19791st commercial mobile phonemobile phone

• 19821 t bl bil1st portable mobile (Nokia)

1998 – Mobile Content1998  Mobile Content

Fi t bil i t• First mobile ringtone

$ /• US: $5.2 billion/year (2009)

$ /• India: $1 billion/year

10 years ago – Mobile Video10 years ago  Mobile Video

• 1 phone1 phone

• 30‐sec clip

2 i• 2.5 min download

Today – Mobile VideoToday  Mobile Video

• Video streaming = 39% data usage first ½ ofVideo streaming = 39% data usage first ½ of 2011

• YouTube = 22% of mobile data bandwidth• YouTube = 22% of mobile data bandwidthYouTube = 52% of total video streaming

10% f ll d l d Y T b bil• 10% of all downloads on YouTube are mobile

• YouTube sinking $100m into mobile content

10 years ago – SMS Voting10 years ago  SMS Voting

• English MTVEnglish MTV

• Vote & request next video via SMSvideo via SMS

N $3billi /• Now: $3billion/yr

SMS Volume (in trillions)SMS Volume (in trillions)

8

6

7

4

5

2

3

0

1

2009 2010 20112009 2010 2011

International Telecommunications Union

England: 6 millionEngland: 6 million

1:10 (equivalent to 30mil in US)

EstoniaEstonia

• Sweden ‐ coming soonSweden  coming soon

Hoshi Ichi ManiacHoshi Ichi Maniac

• Mobile‐TV convergenceMobile TV convergence

• #1 rated show

i i• Everyone can participate

• Within 5 minutes: 80,000 participants

• Avatars

• Virtual audience (UFO scoops up incorrect)Virtual audience (UFO scoops up incorrect)

U.K. Social UnrestU.K. Social Unrest

U S teen average 100 text/dayU.S. teen average 100 text/day

U S teen average 100 text/dayU.S. teen average 100 text/day

Every 5 Minutes

SMS – by the numbersSMS  by the numbers

• 4.2 billion (globally) Globally:4.2 billion (globally)= # of toothbrushes

• U.S. ~73%

Globally:

• #1 – Text

• #2 – Apps#2  Apps

• #3 – Email

• #4 Voice• #4 ‐ Voice

8x 20x

SMS versus OS MessagingSMS versus OS Messaging

• Japan whereMcDonalds has signed up 1 in 6Japan, whereMcDonalds has signed up 1 in 6 consumers to opt‐in for mobile advertising messagesmessages

• Some suggested mobile‐savvy operating systems (OS) may displace SMSsystems (OS) may displace SMS

Smartphone OS Market ShareSmartphone OS Market Share

60

50

30

40 Symbian

Android

RIM

20

RIM

iOS

Microsoft

0

10

2010 2011 2012 20152010 2011 2012 2015

Understanding users’ needs and wants 

Smartphone DemographicsSmartphone Demographics

• Income over $75 000Income over $75,000

• College graduate

/ / li• Men/women: 55/45 split

• Higher percentage African‐Americans and Hispanics than white – URBAN

• Roughly 75% of the users being between age g y g g18 and 54

Comparison (Q2 2011)Comparison (Q2 2011)

Android iOSAndroid

• 10% more likely men

• 17% more likely suburbs

iOS

• 18% more likely women

• 27% more like in city17% more likely suburbs

• 86% more likely in country

• 80% more likely only HS

27% more like in city

• 29% more likely 35+

• 37% more likely grad degree

• 20% more likely conservative

24% lik l $50k $100k

• 17% more likely liberal

67% lik l $200k• 24% more likely $50k‐$100k household

• 67% more likely $200k+ income

Hutch.com

Comparison (Q2 2011)Comparison (Q2 2011)

Android iOSAndroid

• Late adopters

• Full‐featured

iOS

• Early adopters

• Sleek device, simpleFull featured

• Late to the Internet 2000+

Sleek device, simple functionality

• Early to the Internet <1992

Hutch.com

42,000 iPhones42,000 iPhones

• Replacing scanner gunsReplacing scanner guns

• Answer customers’ questionsH t– How‐to

– Check inventory

• Eventually complete purchases

Tokyo’s Train NetTokyo s Train Net

• One of the busiest train linesOne of the busiest train lines

• On‐board Wi‐Fi

’ b h i h h h• Users can’t browse other sites through the network

Tokyo’s Train NetTokyo s Train Net

• Which carriages are the quietest & the coolestWhich carriages are the quietest & the coolest

Tokyo’s Train NetTokyo s Train Net

• Recommends different shops & restaurants inRecommends different shops & restaurants in the user is approaching

• Provides coupons and exclusive deals• Provides coupons and exclusive deals

• Download web magazines & manga comics to b b ibrowse between stations

AT&T and Vitality GlowCapsAT&T and Vitality GlowCaps

• Fit standard Rx bottlesFit standard Rx bottles

• Use light, sound, call or txt

• Reports

MobisanteMobisante

• Mobile ultrasound imagingMobile ultrasound imaging

• Accessible, affordable

S h d l d i• Smartphone and Internet cloud services

• 12 million iOS downloads translates to $8,316,000 (June 2011)• 7 million Android downloads translates to over7 million Android downloads translates to over 

$1 million/month in ad revenue• 350 million total downloads

Where do we use phones?Where do we use phones?

Where do we use phones?Where do we use phones?

• In bed

h d k• In the dark

• When drunk

• In bars

Meaning???Meaning???

• Simple easy to useSimple, easy to use

• Test with kids (teens) = cool factor

( i ) f• Text on parents (retirement age) = ease of use

Mobile‐Optimized Web SitesMobile Optimized Web Sites

• Less than 19% of business in France and U KLess than 19% of business in France and U.K.

• Tiffany’s jewelers doubled its salesafter launching aafter launching a mobile‐optimized websitewebsite

More browser phones than PCs

Mobile‐Optimized Web SitesMobile Optimized Web Sites

• US – 33 percentUS  33 percent

• U.K. – 17 percent

2• France – 12 percent

• Germany – 37 percent

• Japan – 43 percent

Tesco HomePlus QR Shopping (South Korea)Tesco HomePlus QR Shopping (South Korea)

• Nov 2010 – Jan 2011Nov 2010  Jan 2011

• 10,287 online store via mobile

b 6%• Members rose 76%

• Online sales 130%

Location‐Based ServiceLocation Based Service

10,000,000

• Launched in 2009

1 billi h k i• 1 billion check‐ins

• 5 languages

Redefining LBS – Shadow CitiesRedefining LBS  Shadow Cities

• Future of mobile gamingFuture of mobile gaming

• Uses real streets, your streets (GPS)

l i• Real time

Grey Area

Near Field CommunicationNear Field Communication

• Subset of RFID

• 150,000 NFC (+24,000)6 illi t diti l• 6 million traditional

Crone Consulting

Other mCommerce PlayersOther mCommerce Players

Augmented RealityAugmented Reality

• LayarLayar

• Wikitude

i ’ i• Metaio’s Junaio

• String Labs

• QderoPateo Communications (QPC)Articulated Natural RealityArticulated Natural Reality

GolfscapeGolfscape

ArtFinderArtFinder

Word LensWord Lens

BMW Testing ARBMW Testing AR

Tablets – Market ShareTablets  Market Share

Others, 18%

iPad, 82%,

Smart Cart (China)Smart Cart (China)

• Syncs to smartphoneSyncs to smartphone

• Indoor position tech (UWB and Zigbee , 1m)

i i f• Tips, info, coupons

• Purchased items & membership points

Australia Dairy InspectionsAustralia Dairy Inspections

Children’s BooksChildren s Books

EducationEducation

• Engage studentsEngage students

• Cut down on paper

ll b d k• Allow absent students to keep up

• California pilot: Algebra 1 app outperformed traditional textbooks

“Put your best people on mobile ”people on mobile.

Within Arms Reach 24/7Within Arms Reach 24/7

No9%

Yes91%

Morgan Stanley

’Who’s the number one k ?camera maker?

NokiaNokia

• Canon Nikon Konica MinoltaCanon, Nikon, Konica, Minolta

• Polaroid: bankrupt twice

ld id i d 0 f ld• Worldwide camera use increased 10 fold

• 90% of cameras are camera phones

PersonalPersonal

October 27 2011October 27, 2011Center for Creativity

http://artofmobile.mobiletulsa.org

Questions?Questions?

It’s a Mobile, 

Mobile, Mobile,M bilMobile 

WorldWorldJudd Wheeler

October 2011

jwheeler@comm‐arts comjwheeler@comm arts.com(918) 493‐5700