An Introduction to crayon

Joseph Jaffejaffe@getthejuice.com Twitter: @jaffejuice (917) 603-4639The THIRD PlaceMobile Media Mindblast06-03-11Kana Notes:BooksAvailabilityBusiness Cards

The Median Age of the Network TV viewer is now 513

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New Media Social MediaWhats the Next Big Thing?Customer Experience

Writing the book on the future (3 times)5

38% of mobile users have been disappointed with branded apps78

TV, Web and Photography are collapsing (not converging) into mobile8

9In search of a new screen9

Exit 17: The only constant is

CHANGEYES YOU CAN!1011From 4 Ps to 6 CsContextCommunityConversationCommerceCustom-izationContentConsumerIts time to rewrite the text books12Context is King

13Storytelling with PurposeWHATHOWWHEN & WHEREWHY14

200214

15The Internet is the IntegratorTo make into a whole by bringing all parts together; unify. To join with something else; unite.If you take out any one medium from the flow chart, does the program or campaign still work?If you take out the Internet, does the program survive?Are you maximizing the potential impact of your program?Can 1 + 1 = 4 or more?Who decreed that 3 should be the number?Does integration yield differentiation?A market full of 3s creates a sea of white noise

Differentiation make a brand appear to be more modern to an audience (repositioning)

16Is it Digital in the Center or the Center of Digital?16

17Hint: Those lines arent wiresSt17

18Wireless = Wire lessThe ITU expects mobile Web access via laptops and smart mobile devices to overtake desktop Web within the next five years (Feb, 2010)International Telecommunications Union18

19Ubiquitous1920

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21Pervasive2122

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23EngagingIPG Media Lab and YuMe, May 2011study conducted by IPG Media Lab in partnership with video ad network YuMe23

24According to a study conducted by IPG Media Lab and YuMe, more than 60% of all viewers watching TV spent time distracted by data applications on mobile devices

As a result, 63% of TV ad impressions were ignored, and just 25% of viewers were able to recall advertising they had seenIPG Media Lab and YuMe, May 2011study conducted by IPG Media Lab in partnership with video ad network YuMehttp://gigaom.com/video/tv-viewer-distractions/ 24

25PersonalPermission. Now. More than Ever before!% of people who dont want advertising mobileTime spent at home vs work vs other

According to a survey conducted by mobile ad network Mojiva, over 60 percent of consumers report clicking on a mobile advertisement at least once a week.

Permission basedIncentive basedLocation based25

2690% of texts are opened within 3 minutes6.1 trillion SMS in 2010; est 10 trillion by 201326

27Intimate27

28Fun in the bedroom? Theres an App for that!2829

Over 300K in App Store (10bn+ downloads)Over 105K Android Apps (1bn+ downloads)

1,500-2,000 iPhone apps and 100-150 iPad apps that reached over 1m downloads since their launch** Quora/Xylogic - EstimateApps are truly unique to MobileLast Bn iPhone took 2 months29

30Valuable3031The You in R.U.E.35 million PCMs a day!

Kraft iFood Assistant

Nationwide Auto Insurance3132

33What does your Digital Solar System look like?33

The 1-2 punch: Third screen; Third place34

35If size of screen and closeness to screen were any indicator of success, then movie advertising would be the biggest medium of them all35

36The Third PlaceAt a nationwide average drive-time of about 24.3 minutes, Americans now spend more than 100 hours a year commuting to work. U.S. Census Bureau's American Community Survey, 200536

The 1-2 punch: Third screen; Third placeThe 1-2 punch: FIRST screen; FIRST placeSouth Africa at 57% of mobile only access to the Web vs 25% US (highest Egypt at 70%)Source: On Device Research (December 2010)37Business in 3D: 3 marketplaces

Physical x Digital x MobileAll things being equal, you should be spending up to 33% of your total budget on mobile38The C.O.S.T. Benefit Analysis of Mobile39

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41Content

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10M downloadsContext42

43Augmented Reality

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45CustomizationJapan, Korea and China have much higher usage of mobile social networks than Western countries, generally thanks to better mobile networks and data pricing (flat rate notably is widespread in Japan).[4] Most of them are extensions of PC-based services, but others are pure mobile-focused offerings. Examples are Cyworld (South Korea, web+mobile) and Tencent QQ (China, web+mobile). In Japan where 3G networks achieved over 80% user penetration, numerous other mobile SNS have popped up.

25 milllion

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46Conversation46

47CommunityClass of 2010 / 2011MXit is perhaps the best testament to the growth potential and interest in the South African mobile media space. As the largest mobile social network on the African continent, MXit continues to expand its community by between 45 000 and 50 000 new users per day. It has more than tripled its user base to close on 37-million users in the last two years and has a bigger reach than any other social network in southern Africa, including Facebook and Twitter.

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Commercem-commerce will reach US$119 billion in 2015ABI Research, Feb 201048

49One device to rule them allSufficency. Do it all.49

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This is YOUR moment of truth51

Numerator52Denominator52Building a Better Mousetrap

5354People who liked this presentation, also liked:

www.jaffejuice.com+1 917 603 4639 (to speak to me)e-mail: jaffe@getthejuice.com Twitter: @jaffejuice Flip the FunnelChange the game (or go home)Life after the 30-second spotJoin the Conver-sation68 White49 Black77 Asian48 Latino10 Mobile Trends for 11 (Via Forrester)Mobile/Social/Local Combinations will Explode but will Generate Little Revenue2011 is the Year of the "Dumb" Smartphone UserThe Mobile Fragmentation Problem will ContinueThe "Apps vs. Internet" Debate Will Continue...to be IrrelevantMobile Marketing Spend will Surpass $1 BillionMobile Will Increasingly Prompt Users to Interact with Their EnvironmentThe Attention to 4G will Vastly Outweigh the Impact of 4G NetworksCompanies will Invest First in Convenient Services for ConsumersCasual Gaming Will Continue to Boom"Mobile" Will Mean More than Mobile Phones55http://www.readwriteweb.com/mobile/2011/01/2011-mobile-trends-a-look-ahead.php5556

56Make point about 3 forms of advertisingLbsPermissioIncentive

Make the point of mobile becoming more tv and pc/web based by the day (but apps are unique to mobile)575758

Apps are truly unique to Mobile58