Fig. 1

Martin Jordan – Marketing Director - Equator

Brought to you by Equator and The Chartered Institute of Marketing

Despite being the “hot” new mobile OS, it’s lost almost half of its share They’re counting on getting the world’s largest dumbphone supplier on side – Nokia And their new version – Mango

We know what makes your customers click. We know what makes your customers click.

Who on Earth is Equator?

We know what makes your customers click.

We know what makes your customers click.

Who am I?

Marketing Director of said large full-service digital agency

Almost 20 years online

» Been social networking online since 1992

» Built my first website in 1994

» Built my first web server in 1995

» Thesis written on Marketing on the Internet in 1996

Never looked back!

» Been doing internet marketing and spending too much time online ever since

We know what makes your customers click.

What you’ll get out…

What’s innovative…

What you can predict…

What might work…

What’s yet to happen…

When you should jump in…

When you should bail out…

We know what makes your customers click.

So much to choose from….

There is no faster moving sector than digital technology

» Computing capacity per £ doubles every 2 years

» Internet bandwidth capacity doubles every 2 years

» Available digital storage doubles every 2 years

» And then there’s...

» Miniaturisation

» Screen resolution

» Compression

With all of this going on, predicting what we’ll do with this new technology is a challenge

We know what makes your customers click.

Predicting the future

There is no shortage of ideas and enthusiasm in digital

There are hundreds of aspiring digital start-ups

» Have you heard of Zynga, Yandex, Taobao, HomeAway?

However, it remains a rollercoaster sector

» You can get it very right (ask Sergey and Larry)

» You can get it very wrong – ask these people…

We know what makes your customers click.

Bad predictions can cost billions…

Bought for $580Mn in 2005 Valued at $12Bn in 2007 Sold for £35Mn in 2011

$300Mn invested Worthless in under a year

$135Mn invested Liquidated in 18 months

Valued at $44Bn in 2008 Now valued just $16Bn

We know what makes your customers click.

…and billions…

We know what makes your customers click.

It all boils down to...

We know what makes your customers click.

Social

We know what makes your customers click.

Social futures

There’s no doubt the digital world is getting more social

New technologies allow the web page to become interactive and two-way

Facebook is now the #2 site in the UK and continues to consume user minutes

Twitter now has its 170 millionth (active) user

And messenger tools continue to grow

We know what makes your customers click. We know what makes your customers click.

Social

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

Social

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click.

Detecting the next big thing…

To spot the next big thing in Social is not always obvious

Logic dictates it needs to have a revenue stream

The online world expects your service to be free and ubiquitous

Build now – pay later

User adoption does not necessarily make for a sustained product

Mobile is the biggest growth area for social and what comes to mobile will shape social…

We know what makes your customers click.

Mobile

We know what makes your customers click.

Mobile futures...

2 billion people worldwide will own at least one smartphone by 2015

Mobile commerce is set to be worth £19Bn by 2021

17% of the UK population rely on their mobile for broadband access

53% of users are watching TV at the same time as browsing on their Mobile

Nearly half (47%) of UK teenagers own a smartphone

Parks Associates, May 2011 IAB , June 2011

Newzoo BV "2011 National Gamers Survey", July 2011 Merkely and Partners, August 2011

Ofcom, August 2011

We know what makes your customers click. We know what makes your customers click.

Mobile

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click. We know what makes your customers click.

Mobile

We know what makes your customers click. We know what makes your customers click.

wtfqrcodes.com

We know what makes your customers click.

wtfqrcodes.com

We know what makes your customers click.

wtfqrcodes.com

We know what makes your customers click.

wtfqrcodes.com

We know what makes your customers click.

wtfqrcodes.com

We know what makes your customers click. We know what makes your customers click.

theregister.co.uk

We know what makes your customers click. We know what makes your customers click.

We know what makes your customers click.

Detecting the next big thing…

To understand trends in mobile you need to appreciate how fast it moves

Market is increasingly fragmenting and profit is driven by those with end-to-end solutions

Move from focus and profits coming from hardware to software

Market is fickle and changes fast

What Apple and Android do will continue to be the driving force over the next 18 months

What will define the bigger picture is Internet ubiquity…

We know what makes your customers click.

Ubiquity

We know what makes your customers click.

Net futures

Cloud computing

Free access everywhere

Internet in every device

Content on demand

This isn’t a case of what’s hot…

» EVERYTHING will be HOT!

We know what makes your customers click.

How to stay on top of it…

Right now, software, services, hardware and systems are disparate and competing

IOS is in a battle with Android for supremacy (and Windows and RIM)

Apple is a patent and copyright scrum with Samsung, HTC, Motorola, Google and probably you!

Twitter, Facebook, FourSquare, Gowalla, GetGlue and so on all want your exclusive attention

Your home computer, phone, tablet, television, microwave and car are not really communicating

None of it is joined up…

We know what makes your customers click.

How to stay on top of it…

To know what will succeed, you have to understand how it can all come together

Social, mobile and internet ubiquity are all linked and each a product of the other

When the hardware and the software converge and share common goals it will become truly sticky

The lines between devices will become blurred

When there are no limits to where or how you connect and your “stuff” is everywhere

When the price of such things are truly in the reach of the masses

We know what makes your customers click.

Get on board…

Facebook – yesterday

Mobile – the day before that!

Responsive web design – today

Tablets – no longer niche and about to get BIG

Near field communication – just around the corner

Internet everywhere –A year or two yet

We know what makes your customers click.

Happy to take more questions online afterwards…

Email: martin@eqtr.com

Twitter / Skype : martinwjordan

MSN / Google Plus / Facebook / : martinwjordan@gmail.com

Or by ye olde telegraph lyne: +44 (0)7841 711212

Thanks for listening