MOBILE - THE PROBLEM CHILD?!

LIZ TUCHOLSKI

MY FIRST PHONE

Nokia 1611

QUIZ (SORRY NO PRIZES..)

• HOW MANY BABIES ARE BORN EVERY DAY?• HOW MANY IPHONES ARE SOLD EVERY DAY?• ACCORDING THE LATEST DATA HOW MANY SMART PHONES USERS ARE THERE

ACROSS THE GLOBE?• HOW MANY WILL THERE BE IN 2020?

SMARTPHONE SUBSCRIPTIONS GROWTH

…QUIZ

• WHO IS THIS?• WHAT WAS IT CALLED?• WHAT YEAR?• HOW MUCH DID IT WEIGH?• HOW MANY NUMBERS COULD IT STORE IN ITS MEMORY?• HOW LONG DID THE BATTERY LAST?• HOW MUCH DID IT INITIALLY COST?• WHEN WAS IT FIRST COMMERCIALLY AVAILABLE?

WHY HAS IT TAKEN SO LONG?

• TECHNOLOGY• REAL ESTATE• MONETISATION CHALLENGE• USER EXPERIENCE• SINGLE CUSTOMER VIEW – THE BRAND’S CHALLENGE

HISTORICAL TIMELINE

1979

NOW20001992 19961983

.

2002 20071991

Japan’s first 1G

network

Martin’s phone finally

commercially available

1 st Commercial GSM

phone call

1 st text message

Birth of the Smart Phone

First Camera Phone

Japan

Blackberry launches

Apple iPhone 2G

launches

2008

App Store opens!

1995

Yahoo! Launches fist keyword

ad “golf”

REAL ESTATE

Image courtesy of Google

SHIFT TO MOBILE – PUBLISHER PERSPECTIVE

Image courtesy of Pureoxygenlabs.com Image courtesy of garciamedia.com

MOBILE MONETISATION FOR PUBLISHERS

SSO ALTERNATIVE

PROGRAMMATIC TRADING AND MOBILE

MOBILE ADVERTISING 4.0

Image courtesy of IAB Image courtesy of thenextweb.com

USER PERSPECTIVE

Disruptive user experienceFeeling “followed”Data leakageSecurity issues

Image courtesy of Forbes.com

THE YEAR OF THE MOBILE?SINGLE CUSTOMER VIEW

Brian Solis on Twitter: "The Connected Customer Journey via @EdwinKorver (From ZMOT to UMOT) #wtf https://t.co/gywnX27xuo http://t.co/wBuwrmY7Ty"

Right AdRight screenRight priceRight time

Right stage of the journey

THE PURCHASING FISH

The Purchasing Fish courtesy of Ometria.com

This is Dave. (Dave has a bag on his head because he values his privacy.) Dave lives in South LondonDave recently got married His wife is thinking about moving houseSo Dave is thinking about moving houseHis wife is not thinking about getting a new TVBut Dave is thinking about getting a new TVHe starts to browse models and screen size/ spec etc.Samsung knows Dave’s last TV was a Samsung.Samsung start serving ads to Dave while he’s on his daily commute.Later that week, while watching TV with his wife, the latest Samsung TV is advertised.Dave mentions how cool the TV looks. Wife is busy eyeing up a Cocosa ad on her iPad for half price shoes she has been lusting afterDave is at work the following day and while catching up on the latest sports news, sees an offer for the Samsung TV and then goes out for lunch.That night when his wife has gone to bed he buys the TV.Dave never notices the new shoes in his wife’s wardrobe. His wife likes the new TV. The next day, Dave sees an ad for Zoopla & starts researching house prices in Dulwich Village.