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Corn, Oil and Mobile iMEDIA Breakthrough Summit 2011 Tina Unterlaender, AKQA 1 Friday, March 25, 2011
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Page 1: AKQA Mobile iMedia 2011

Corn, Oil and MobileiMEDIA Breakthrough Summit 2011

Tina Unterlaender, AKQA

1Friday, March 25, 2011

Page 2: AKQA Mobile iMedia 2011

Agenda

Part 1WHAT A RIDE - an interesting retrospective on the wireless industry from 1980 until 2008.

Part 2EXCITEMENT ARRIVES - how mobile has changed the way we live, work, and play.

Part 3THE ROAD AHEAD - The impact of mobile on socialinteractions, consumer behavior, and individual identity.

 

2Friday, March 25, 2011

Page 3: AKQA Mobile iMedia 2011

AgendaNew Way to the Highway

2010

Mobile access to the Internet exceeds desktop access. SMS text messaging becomes the most widely used data application in the world.

3Friday, March 25, 2011

Page 4: AKQA Mobile iMedia 2011

A World of Change

Mobile devices and their applications will dominate the way that people access the Internet, engage with each other, and interact with the world around them, for the foreseeable future.

4Friday, March 25, 2011

Page 5: AKQA Mobile iMedia 2011

25 Years of Mobile

1987Digital wireless is born when 13 countries agree to developa common mobile phone system called Groupe Spécial Mobile.

German Friedhelm Hillebrand develops SMS based on 140 bytes. The first text message, “Merry Christmas,” sent one year later.1991

Motorola develops iDEN, the 1st mobile social network. Organize contacts and communicate instantly.1994

DoCoMo brings first full Internet service on mobile phones to Japan.1999

The iPhone and its App Store transform definition and scope of the entire mobile industry. 2008

Phillipe Kahn is credited with creating the first camera phone solution for sharing pictures instantly on the Internet.1997

Fox debuts American Idol with text message voting as the first major integration of mobile into TV entertainment.2002

5Friday, March 25, 2011

Page 6: AKQA Mobile iMedia 2011

Mainstream

By Billions of _____________ will be engaged via mobileinformation apps

social eventsfilm, books & music apps

web pageshours of videosocial networks

mobile commerce transactionsmicro payments

2015

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Page 7: AKQA Mobile iMedia 2011

Mainstream

2008 2009 2010 2011

Am

ount

of M

obile

-acc

essi

ble

Con

tent

WE ARE HERE

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Page 8: AKQA Mobile iMedia 2011

100%!

20%!

60%!

40%!

80%!

60! 120! 180! 240! 300!

Newspaper!

Magazines!

Radio!

Television!

Outdoor!

Internet!

Mobile!

Daily Time spent looking at mobile media has almost doubled in the last 48 months, fueled by brand new activities using smartphones.

Brands Follow Attention

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Page 9: AKQA Mobile iMedia 2011

Catalysts

Increasingly powerful mobile devices

Demographic shifts

Developer communities for multiple platforms

All marketing acquires direct and search characteristics

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Page 10: AKQA Mobile iMedia 2011

Bridge to the Future

10Friday, March 25, 2011

Page 11: AKQA Mobile iMedia 2011

Macro Mobile Trends

BUYPURCHASECOUPONSRESERVE

RATEDEMOCRACY

PEER-DRIVEN CHOICESCROWD DECISIONS

REPORTATTENDANCEUGC NEWSCHECK-INSSCANNING

SEARCHBUYING

COMPARINGPRICING

AVAILABILITY

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Page 12: AKQA Mobile iMedia 2011

Report

Since the begin of modern civilization, people have wanted to know what just happened, and communicate to others what is happening.

It is a “fundamental” human behavior.

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Page 13: AKQA Mobile iMedia 2011

Report

MedicalSports

Attendance

Society

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Page 14: AKQA Mobile iMedia 2011

Ratings

+ X =

We are in an age of hyper-democracy. Authority is dead.

Mobile applications will enable us to express, distribute, and quantify our opinions like never before.

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Page 15: AKQA Mobile iMedia 2011

Ratings

What Where

Who Why

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Page 16: AKQA Mobile iMedia 2011

Search

We’ve always been interested in better ways to find what we are looking for.

It is a “fundamental” human behavior.

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Page 17: AKQA Mobile iMedia 2011

Search

Custom Reserve

Available Supply

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Page 18: AKQA Mobile iMedia 2011

Buy

Say goodbye to your wallet!

New technologies, mobile apps and retail adoption will allow consumers to carry their credit, gym membership and grocery club cards simply in their device.

RFID + =

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Page 19: AKQA Mobile iMedia 2011

Buy

Memberships

Ticketing

Retail

Loyalty&Coupons

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Page 20: AKQA Mobile iMedia 2011

Mobile is Anything. Anything is Mobile.

THEN - Corn was a basic food items NOW - soda, sanitizer, baby powder

THEN - Oil was a basic fuel for engines NOW - Diapers, makeup, curtains

THEN - Phones were for calls FUTURE - Finding, measuring, paying

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Page 21: AKQA Mobile iMedia 2011

Some Thoughts

FUTURE

NOW

5.1mi

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Page 22: AKQA Mobile iMedia 2011

New Campaigns

SELF-REPORTED RATING OF A SPORTS EVENT, TRIGGERS A RETURN MESSAGE WITH MAP TO CLOSEST NIKE STORE

CONSUMER GETS-DIRECT RELATIONSHIP-SPECIAL DEAL-PSYCHIC REWARD

BRAND GETS-DIRECT RELATIONSHIP-COST EFFECTIVE IMPRESSION-PERMISSION TO CROSS SELL

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Page 23: AKQA Mobile iMedia 2011

New Campaigns

CONSUMERS USE A SIMPLE”WISH LIST” APP W/ BASIC “STAR” RATING FEATURE.VIP STATUS EARNED, IF A PREDETERMINED MINIMUM # OF PEOPLE READ THEIR REVIEWS

CONSUMER GETS-BRAND OWNERSHIP-TRUE VOICE IN PRODUCT-PSYCHIC REWARD

BRAND GETS-DIRECT DIALOGS WITH FANS-COST EFFECTIVE IMPRESSIONS-UNCOVERS ITS REAL FANS-TIGHT FEEDBACK LOOP

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Page 24: AKQA Mobile iMedia 2011

RSBR

The way people rate, search, buy, and report will change the world.

Search Buy

Rate Report

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Page 25: AKQA Mobile iMedia 2011

Mobile Arrives

Mobile

Food & Beverages

Search Media

Apparel/ Footwear

Transportation

Retail Stores

Health

25Friday, March 25, 2011