Ogilvy digitallabs mobilemadmen_jasondaponte

@jasondaponte

Source: Carphone Warehouse – Mobile Life 2007

The Promise:

‘Your mobile can do anything!’

The Promise:

Statistic: We have an average of 1.3 mobiles each

The Promise:

Teens frequently have a handset for each network

The Promise:

Statistic: There are more of them than there are of us

2009: 4.6b ACTIVE mobiles

2008: World population – 6.7b people

2008: 1b+ mobiles sold worldwide

Source: International Telecommunications Union (UN)

2008: 1b+ mobiles sold worldwide

So what is this ‘mobile’ thing anyway?

Any interaction with an audience over a portable device or

within a mobile situation

We-make-money-not-art on Flickr

How are we doing it?

Take advantage of the unique properties of the medium

Personal

Sociable

Portable CONTEXTPortable

Immediate

Location aware

CONTEXT

So what is context?

So what is this ‘mobile’ thing anyway?

Mobile web Mobile media Apps/Widgets

So what is this ‘mobile’ thing anyway?

Personalised homepage

Choose and rearrange topics

Mobile web

topics

Set location

So what is this ‘mobile’ thing anyway?Mobile web

So what is this ‘mobile’ thing anyway?Mobile web

So what is this ‘mobile’ thing anyway?Mobile media

MUSIC SCREENSHOTS

So what is this ‘mobile’ thing anyway?

Mobile media doesn’t have to be short!Mobile media

On-Demand Radio Streams - Average

Duration

20

30

40

Average Duration (Minutes)

On-Demand TV Streams - Average

Duration

20

30

40

Average Duration (Minutes)

0

10

20

Computer Games

Console

Mobile

Average Duration (Minutes)

0

10

Computer Games

Console

Mobile

Average Duration (Minutes)

So what is this ‘mobile’ thing anyway?Mobile media

So what is this ‘mobile’ thing anyway?Mobile media

Mobile mediaTwo-screen experiences

Mobile mediaTwo-screen experiences

So what is this ‘mobile’ thing anyway?

Inbound video creativityMobile media

So what is this ‘mobile’ thing anyway?

50 Billion apps are projected for 2012 (a

$17.5 billion market)Source: GetJar 2010

(And don’t forget iPad, Android, Blackberry, Nokia…)

Apps/Widgets

So what is this ‘mobile’ thing anyway?

Good apps:

Makes your life easier

Uses unique hardware

Makes a better media device

Apps/Widgets

Makes a better media device

Makes it FUN (aka GAMES)

So what is the problem?

• Costs

“what a month overseas + iPhone gets you”

http://www.flickr.com/photos/metropolitician

So what is the problem?

• Costs

• Technology

Gabriel Lopez on Flickr

So what is the problem?

• Costs

• Technology

• Fragmentation

2009: 4.6b ACTIVE mobiles

2008: World population – 6.7b people

2008: 1b+ mobiles sold worldwide

2009: 4.6b ACTIVE mobiles

2008: World population –6.7b people6.7b people

2008: 1b+ mobiles sold worldwide

So what is the future?

Prediction: Mobiles will take centre stage to become primary

computing devices

Tambaco the Jaguar on Flickr

So what is this ‘mobile’ thing anyway?

Prediction: Messaging types (and contacts) will converge

So what is the future?

Prediction: Everything becomes connected and these

objects will become prevalent

Mac Funamizu on Petitinvention

So what is the future?

Prediction: Everything will be filtered by location

University of Washington

So what is the future?

Prediction: Everything will be filtered by location

http://www.microvision.com

So what is the future?

Mass participation and creativity will grow

OCARINA

So what is the future?

The rest of the world will connect – and we can’t predict

what that will mean

So what is the future?

Fun and play will re-emerge in utilities

The previous hard distinction between games and utility

will blur

Thanks.Jason DaPonte

[email protected]

http://jasondaponte.wordpress.comhttp://jasondaponte.wordpress.com

@jasondaponte