mobilising the web
DESCRIPTION
A presentation on 2D Bar codes for mobile phones & the launch of a commercial product called TimesCode, which I helped conceptualize -- Presented at the 2nd Annual New Media Marketing Conference, South AfricaTRANSCRIPT
I am here to talk about...
Mobile Marketing:The Next ‘Big Thing’
We expect WAP-based advertising to be the largest category for mobile
advertising spend in the short-term.
- Pyramid Research, 2006
We project that marketers will spend $14.4 billion in 2011 to serve ads into
various forms of mobile media, up from $1.4 billion this year.
- Strategy Analytics, 2007
Total mobile phone retail revenues will reach $180.9 billion by 2012.
- Informa Telecoms & Media, 2008
Global mobile penetration will reach 75% by 2011.
- Portio Research, 2007
Yawn, heard it all before...You smell like berries!!!
2D Barcodes explained• Invented in Japan for inventory tracking (‘94)• 2D codes store data in 2 dimensions• Shapes differ from traditional 1D codes (square)• Allows for more data eg. URLs to be stored • Error-correction built-in to assist accuracy• Various ‘symbologies’ on the market
Colorized QRShotCodeColorCodeDatamatrixmCodeQR Code
1. Camera Phone2. 2D Barcode reader software3. WAP/3G Connection4. At least 1 steady hand
Pre-Requisites
More than just random dots:QR Codes in the wild
Inve
ntor
y
Stat
iona
ry
Packaging
Food
Billboards
Billi
ng o
r “Bi
g Br
othe
r”
GPS Bus Schedule
Clothing
Chopsticks?
Virtual Meets Real:The Semapedia Project
Introducing TimesCode:Cross-platform advertising
Phuzekhemisi Shouting:
"Niyabasaba Na? (Are you afraid of them?)
The crowd or impi Responds:
"Hhayi Asibasabi Siyabafuna" (No, we aren't bring them on)
Kennedy Tsimba first verse:
Stand Up And Fight Now
Stand Up And Stomp Your Feet
Stand Up And Fight Now
Stand Up, Stand Up
I Got Everything That I need
The Sky Above My Head
The Soil By My Feet
And It's Our Country
It's My Home
And I Know You'll Try And Intimidate Me
You'll Try And Scare Me
Show Me The Reason Why I Should Be
But I Don't See I got My People's Pride
Inside Of Me My Father's Legacy
Phuzekhemisi and the crowd chorus:
We Sizwe Sakithi (calling to our nation)
Akekho Umuntu ongathatha thina Sesahlangana (none can touch us we are now united)
Akekho Umuntu Ongathinta Thina Singama-Africa (none can touch us we are Africans)
Words to ‘Sesihlangene’
Yes, yes but has it worked?Well...
0
1,375
2,750
4,125
5,500
Campa
ign 1
Campa
ign 2
Campa
ign 3
Reader RequestsCompetition Entries
Past 3 TimesCode Campaigns
1. Convenience2. Instant-gratification3. Highly recognisable4. Innovative & fun5. Bridges print-mobile divide6. Triggers different events7. Works well with SMS8. Helps to Build powerful databases 9. Measurable
Advantages
Barriers to Entry1. Education2. Technology hasn’t hit mainstream in SA3. Software doesn’t support all handsets 4. Mobile data costs still prohibitive5. Business models tricky to define
And finally:For those PSB fans...
Pet Shop Boys - Integral
The End:Questions?