1. + «Service is the New
Content»
As mobile technologies allow massive personalization
and real-time interaction with users,
Content is transformed into Services
that fullfill specific tasks in users´s daily activities.
3. + Future of Content:
Task and Context
Traditional Content Mobile Content
Task Doesn´t consider use-case Highly use-case oriented
Context Based on weak predictions Completely «context-
about user´s context aware»
Use «Consumed» and processed by Pre-processed and
user to perform a task delivered to user for
specific tasks
Format Generic for all types: press, Disruptive : lighter,
web, radio, TV. Heavy, static, shorter, interactive and
sophisticated. utilitarian
Saturation Similar content competes for Personalized content
the same audience increases user relevance
5. + Concept
equally
applies to
different
forms of
content
Content becomes a
Service
when delivered at a
personal level
6. + Urban360 Service Portfolio
Personalized Personalized traffic Public Bikes Alerta Sísmica
News alerts Service
37%
Users
registered
with FB
social chart
(high level of
personalizati
on)
Local Business Classifieds and Short Podcasts Embedded marketing
Search neighborhood (March 2013) campaigns
events
7. + New disruptive media
achieved in 10 months the
reach of large firms
"Reach" Users Mexico City
Higher reach than the largest 150,000
135,000
free newspaper in Mexico City.
120,000
Average monthly growth: 48% 90,000
60,000
Developed an innovative mobile
media kit based on managed 30,000
campaigns with «growth
0
hacking» techniques.
