w&m 2009 – delivering the mobile future
TRANSCRIPT
Richard D. Titus
Richard D. Titus
Serial Entrepreneur co-founded seven firms including Razorfish and Schematic
Previously - Future Media Controller at the BBC
As of July 1st, CEO of Associated Northcliffe Digital
Introductions
World + 7 years
Global mobile browsing uptake perfectly mirrors the Internet curve in timeline,
growth, and segmentation
Growth
Mobile Browsing overtakes fixed line
Mobile: Digital Divide - ?
Developed countries (subs per 100) Developing countries (subs per 100)
The Audience –Trends
Mobile: Digital Divide
Figure takes data from previous slide
and shows that mobile is following
same growth in developing
countries, simply with a 6 year lag.
Audience – Trends of heaviest users
39% never used an online social network but use on on their phone
99% have personal mobile content (pictures, video) on their phone
16% don’t have an email address
98% never would switch back to a pc-only social network
12% are in still in bed when logging in the first time
53% male 47% female
Largest age group 18 to 35
Findings consistent with comScore M:Metrics research
Connectivity
The Old paradigm – 1’ 3’ 10’
1’ 3’ 10’
Fixed Mobile
Characteristics:
SharedBig
ImmersiveAlways connected
Furniture
Characteristics:
Personal (rarely shared)Smaller/component
IncrementalCustomized
Intermittent connectivitySocial (with other
devices)
Kinds of digital devices
Kinds of digital devices
Fixed Mobile
Ubiquitous computing?
"Totally ubiquitous computing. One of the things our grandchildren will find
quaintest about us is that we distinguish the digital from the real, the virtual
from the real. In the future, that will become literally impossible. The distinction
between cyberspace and that which isn't cyberspace is going to be
unimaginable. There is where they don't have WIFI." - William Gibson
Connectivity
1’ 3’10’
Cloud Computing
Cloud Computing
Digital Data
All your data lives in a cloud
IP Everywhere
By 2016 80% + media content will be delivered digitally
Rise of Open Internet standards leads to the commoditization of software, content management, storage and delivery:
Web Standards
WidgetsAjax
SOAPCSSXMLRDFRSS
ATOM(X)HTML
WAP vs Web vs APP
BBC & Yahoo are experiencing exponential audience & platform
growth – majority of which is iPhone + smart phone driven
18 month upgrade cycle means ALL phones will be smart phones
in the west (EU, US, Japan) by 2012
Emerging markets present new, unique and exciting opportunities
iPhone App market dwarfs other App-stores 10:1
Mobile Devices
If technology standards are open free & ubiquitous, what has value?
Information & Data (Raw facts, Metadata, behavioral and contextual)
User Experience, Design & Interface
Live event driven information & content
Now What?
Rapid commoditization of technology (open standards) - User Experience becomes key differentiator
Audiences
Events
Events become the only TRUE premium content!
Consumptive Behaviors Mutate
TV used to be scheduled consumption
Radio often was background consumption
-Today consumers use them interchangeably
Digital Media
Consumptive Behaviors Mutate
Passive active line is becoming blurry
On-demand vs live barriers disappear for most content.
Time Shifting vs place shifting
Digital Media
Mobile iPlayer
Allows audiences to catch up with full BBC programmes from the past week. (available up to 7 days after transmission.)
Combines BBC live + on-demand TV and radio:
• Streams over Wi-Fi and 3G networks
• DRM downloads over Wi-Fi only
Downloadable webkit widget and dedicated mobile portal
What is Mobile iPlayer ?
iPlayer for dummies
Total stream/download requests
Daily stream/download requests
41m
1,324,000
Jan 08
11.2m361,000
Feb 08
Mar 08 Apr 08
May 08
Jun 08 Jul 08
Aug 08 Sep 08 Oct 08 Nov 08 Dec 08
The Success of BBC iPlayer
iPlayer stream/downloads ALL platforms
Devices
TV Web & Mobile
Page Views: Mobile browser and Mobile iPlayer
Is time forcing information's commoditization?
The shortening window of Now
Time limits on information limit value of time constrained information
Twitter is real time search & Information
Time
Context
Location aware information is more
valuable, relational data even more so (your
friend Steve is nearby)
Mobile devices make location awareness
more important/valuable – and expected
Google today provides mostly the same
Answers to everyone
Space
There are only 3 ways to monetize content & services
Subscriptions
Transactions
Sponsorship
Revenue
Schemas to monetize mobile are primitive
Current: Premium SMS
New:
Coupons
Mobile commerce (phone as oyster card?)
Location based marketing
New mobile Monetization
Time Out?
“Disconnection is soon to be a luxury, when everything is connected, devices and
networks are aware of you and each other you will crave, the simple solace of
isolation”
- The resorts of the future will advertise they DON”T have broadband
The Future
