1. The
future
of
mobile
marke0ng....
is
now
Peter
Sells
BBH
@sellsy
Friday, August 3, 2012

2. HOW
THE
MOBILE
REVOLUTION
CHANGES
MARKETING
Hello!
Friday, August 3, 2012

3. WHO IS BBH?
LONDON
1982
NEW YORK
1998
LOS ANGELES
2011
SHANGHAI
MUMBAI 2005
2008
Text SINGAPORE
1996
SAO PAULO
2002
l PRIVATE COMPANY ESTABLISHED IN 1982
l NOW 988 PEOPLE ACROSS SEVEN OFFICES
l TOTAL BILLINGS OF $1.5BN
Friday, August 3, 2012

4. Friday, August 3, 2012

5. 5
Friday, August 3, 2012

6. 6
Friday, August 3, 2012

7. OUR
CLIENT
BRANDS
X
7
Friday, August 3, 2012

8. “We
are
no
longer
in
the
age
of
Interrup0on,
we
are
in
the
age
of
Engagement”
8
Friday, August 3, 2012

9. “We
are
no
longer
in
the
age
of
Interrup0on,
we
are
in
the
age
of
Engagement”
Nigel
Bogle,
2005
8
Friday, August 3, 2012

10. TODAY
...IS
MY
LAST
DAY
AT
BBH
Friday, August 3, 2012

11. Friday, August 3, 2012

12. Friday, August 3, 2012
X

13. 11
Friday, August 3, 2012

14. Friday, August 3, 2012

15. Friday, August 3, 2012

16. Friday, August 3, 2012

17. CULT
OF
THE
FUTURE
Friday, August 3, 2012

18. 2006:
Year
of
Mobile
2007:
Year
of
Mobile
2008:
Year
of
Mobile
2009:
Year
of
Mobile
2010:
Year
of
Mobile
2011:
Year
of
Mobile 16
Friday, August 3, 2012

19. Friday, August 3, 2012

20. Friday, August 3, 2012

21. Friday, August 3, 2012

22. Friday, August 3, 2012

23. Mobile Predictions
1993
2012
Text
“no more than 600k
will ever be connected in
UK”
75 million
Friday, August 3, 2012

24. Mobile Predictions
Text
The most profitable service ever created
Friday, August 3, 2012

25. Mobile Predictions
725,000 Apps
Text
25 Billion downloads
Friday, August 3, 2012

26. Friday, August 3, 2012

27. Friday, August 3, 2012

28. Friday, August 3, 2012

29. Friday, August 3, 2012

30. Google
offices
Friday, August 3, 2012

31. Google
offices
Now
+
2
years
Friday, August 3, 2012

32. 2nd
August
2014
Friday, August 3, 2012

33. Friday, August 3, 2012

34. Friday, August 3, 2012

35. UPGRADE
& Text
DISRUPTION
Friday, August 3, 2012

36. Friday, August 3, 2012

37. Friday, August 3, 2012

38. 18
months
-­‐>
9
months
Friday, August 3, 2012

39. 89%
OF
ALL
PHONES
SOLD
ARE
SMARTPHONES
NO.
OF
BABIES
BORN
EACH
371K
DAY Text
NO.
OF
ANDROID
DEVICES
ACTIVATED
EACH
DAY 1M
Friday, August 3, 2012

40. Friday, August 3, 2012

41. Friday, August 3, 2012

42. Internet
is
Ubiquitous
Friday, August 3, 2012

43. BY
2014
MOBILE
WILL
THE
PRIMARY
CHANNEL
FOR
GLOBAL
INTERNET
CONSUMPTION,
PRIMARY
BECAUSE
IT
WILL
BE
FIRST
IN
THE
USERS
DECISION
TREE,
AND
BECAUSE
IT
DOMINATES
TIME
SPENT
ONLINE.
Friday, August 3, 2012

44. DISRUPTION Text
Friday, August 3, 2012

45. DISRUPTION
Text
Text
Friday, August 3, 2012

46. DISRUPTION
Text
Text
X
Friday, August 3, 2012

47. DISRUPTION
Text
Text
X X
Friday, August 3, 2012

48. DISRUPTION
SALES
DECLINING
SINCE
2005
Friday, August 3, 2012

49. DISRUPTION
Friday, August 3, 2012

50. DISRUPTION
MOBILE
=
$10
BILLION
Friday, August 3, 2012

51. DISRUPTION
LAST
QUARTER=115
BILLION
MINUTES
Friday, August 3, 2012

52. DISRUPTION
MAP
SALES
HALVED
SINCE
2005
Friday, August 3, 2012

53. DISRUPTION
FT
MOBILE
NOW
EXCEEDS
PRINT
Friday, August 3, 2012

54. DISRUPTION
IOS
THE
BIGGEST
GAMING
PLATFORM
FROM
ZERO
IN
4
YEARS
Friday, August 3, 2012

55. DISRUPTION
MOBILE
MUSIC
=
30%
OF
ALL
MUSIC
REVENUES.
EXPECTED
TO
REACH
$5B
Friday, August 3, 2012

56. DISRUPTION
SO
WHAT
ABOUT
ADVERTISING?
Friday, August 3, 2012

57. 6
BILLION
+ADDICTION
(we
look
at
our
phones
150
hmes
a
day)
+USAGE
(they
are
with
us
24
hours
a
day/7
days
a
week)
+VALUED
(we
store
our
most
personal
data
on
them)
=
MASSIVE
ADVERTISING
OPPORTUNITY?
Friday, August 3, 2012

58. Text
Friday, August 3, 2012

59. Text
Friday, August 3, 2012

60. Text
Friday, August 3, 2012

61. Text
Friday, August 3, 2012

62. Q. Why is mobile advertising not as
effective as other media?
Text
A. The time spent on mobile is not
like time spent on the web or TV, or
print.
Friday, August 3, 2012

63. AD-­‐FUNDED
GROWTH
Friday, August 3, 2012

64. $1,500,000,000,000
Friday, August 3, 2012

65. $1,500,000,000,000
IT
DOES
NOT
CARE
ABOUT
ANYONE
IN
THIS
ROOM
Friday, August 3, 2012

66. $1,500,000,000,000
IT
DOES
NOT
CARE
ABOUT
ANYONE
IN
THIS
ROOM
MOBILE
ADVERTISING=0.33%
Friday, August 3, 2012

67. AD-­‐FUNDED
GROWTH
Friday, August 3, 2012

68. AD-­‐FUNDED
GROWTH CONSUMER-­‐FUNDED
GROWTH
Friday, August 3, 2012

69. MOBILE MEETS FUNDAMENTAL HUMAN NEEDS
RESOLUTION
CONNECTION
CONTENTMENT
INFORMATION
CONTROL
54
Friday, August 3, 2012

70. Blackberry
Bold
Nokia
6600
2006-­‐2009 2005-­‐2008
55
Friday, August 3, 2012

71. Blackberry
Bold
Nokia
6600
2006-­‐2009 2005-­‐2008
55
Friday, August 3, 2012

72. HAPPINESS
INFORMATION
56
Friday, August 3, 2012

73. SELLSY’S
GUIDE
TO
MAKING
MOBILE
WORK
Friday, August 3, 2012

74. DON’T
DO
BANNERS
-­‐
UNLESS
YOU
WANT
TO
DO
THEM
PROPERLY
Friday, August 3, 2012

75. Friday, August 3, 2012

76. “We
think
most
mobile
adver0sing
really
sucks”
Friday, August 3, 2012

77. Friday, August 3, 2012

78. Friday, August 3, 2012

79. MOBILE
AD
RULES:
RELEVANCE
CLEAR
CALL
TO
ACTION
&
REWARD
OPTIMISED
&
SHORT
USER
JOURNERY
Friday, August 3, 2012

80. 44%
-­‐
BELOW
IPO
PRICE
Friday, August 3, 2012

81. FACEBOOK
MOBILE
ADS
ONLY
SEEN
BY
3-­‐13%
OF
USERSt
Friday, August 3, 2012

82. THE
APP
RULES
Friday, August 3, 2012

83. Getjar
June
2010
Friday, August 3, 2012

84. Friday, August 3, 2012

85. Friday, August 3, 2012

86. Friday, August 3, 2012

87. JUST
BECAUSE
YOU
CAN,
DOESN’T
MEAN
YOU
SHOULD
Friday, August 3, 2012

88. “THE
TIGER
WOODS
RULE”
Friday, August 3, 2012

89. Friday, August 3, 2012

90. A
BRANDED
APP
SHOULD
BE
FROM
THE
BRAND
Friday, August 3, 2012

91. Friday, August 3, 2012

92. Friday, August 3, 2012

93. A
MOBILE
OPTIMISED
SITE
IS
NOT
AN
OPTION
IT
IS
AN
ESSENTIAL
Friday, August 3, 2012

94. +125%
INCREASE
IN
SALES
Friday, August 3, 2012

95. SMALL
SCREEN
-­‐
SMALL
OFFER?
Friday, August 3, 2012

96. Friday, August 3, 2012

97. Friday, August 3, 2012

98. “WHAT
DO
YOU
WANT
FROM
MOBILE?”
Friday, August 3, 2012

99. “WHAT
DO
YOU
WANT
FROM
MOBILE?”
“EVERYTHING”
Friday, August 3, 2012

100. “WHAT
DO
YOU
WANT
FROM
MOBILE?”
“EVERYTHING”
RESULT
=
800%
INCREASE
IN
MOBILE
SALES
Friday, August 3, 2012

101. BRANDS
DON’T
JUST
NEED
APPS
THEY
NEED
PLATFORMS
Friday, August 3, 2012

102. Text
1
MILLION
DOWNLOADS
5
STAR
RATED
AVAILABLE
TO
NON-­‐BARCLAYS
CUSTOMERS
Friday, August 3, 2012

103. THE
PRODUCT
IS
THE
COMMUNICATIONS
Friday, August 3, 2012

104. AGENCY JOB: INCREASE PERCEIVED VALUE
VALUE
Y X
BRAND
85
Friday, August 3, 2012

105. AGENCY JOB: INCREASE PERCEIVED VALUE
VALUE
MESSAGING
Y X
BRAND
86
Friday, August 3, 2012

106. AGENCY JOB: INCREASE PERCEIVED VALUE
VALUE MESSAGING
ACTUAL VALUE
Y X
BRAND
87
Friday, August 3, 2012

107. USER
EXPERIENCE
IS
EVERYTHING
USER
EXPERIENCE
IS
EVERYTHING
Friday, August 3, 2012

108. Friday, August 3, 2012

109. Friday, August 3, 2012

110. Friday, August 3, 2012

111. Friday, August 3, 2012

112. Friday, August 3, 2012

113. Friday, August 3, 2012

114. Removed
one
field
=
$8m
increase
in
revenue
Friday, August 3, 2012

115. DELIGHTFUL DULL
Friday, August 3, 2012

116. IT’S
NOT
ALWAYS
ABOUT
RICH
ENGAGEMENT
Friday, August 3, 2012

117. Friday, August 3, 2012

118. Friday, August 3, 2012

119. Friday, August 3, 2012

120. iPhone
5??
Friday, August 3, 2012

121. REMEMBER:
MOBILE
AUGMENTS
ALL
OUR
REALITY
Friday, August 3, 2012

122. Friday, August 3, 2012

123. MOBILE
CAN
AUGMENT
ALL
YOUR
TOUCHPOINTS
Friday, August 3, 2012

124. Friday, August 3, 2012

125. FINALLY,
A
MESSAGE
TO
ADVERTISING
AGENCIES:
IT’S
NOT
JUST
ABOUT
ADVERTISING....
Friday, August 3, 2012

126. SO
YOU
WILL
NEED
NEW
SKILLS:
SERVICE
DESIGNERS
USER
EXPERIENCE
SPECIALISTS
MOBILE
DEVELOPERS
INTERACTION
DESIGNERS
MOBILE
CREATIVE
Friday, August 3, 2012

127. Friday, August 3, 2012

128. Obrigado
@sellsy
Friday, August 3, 2012