A presentation made to the Australian Direct Marketing Association (Digital Media) course regarding mobile devices and how these have changed.

1. Mobile is the machine,
User Interface is the dynamic
We will seek out the best user experience
EVERYTHING WILL GO MOBILE
Jennifer Wilson

2. The Seven Mass Media*
In the beginning was….
1. The Printing Press
2. Followed by Recording (about 1900)
3. Then Cinema (1910)
4. And Radio (1920)
5. We then got TV (1950)
6. The Internet (1990’s)
7. And finally, Mobile (as a mass media – 2000+)
Note: only the final two are personal mass media……
Alan Moore. Communities Dominate Brands

3. The many screens of Life
The cinema screen (screen 1)
The TV screen (screen 2)
The computer screen (screen 3)
The mobile screen (screen 4)

4. The Fourth Screen
http://www.youtube.com/watch?v=XpeNk3E36YU

5. How do we see devices?
First there was television, or rather:
+

6. Then there was the internet
Which started off as (and in many cases
remained):
+

7. Until someone realised what you
could do…

8. Mobile is at the same place
Lots of talk about “the mobile internet”….
Kinda sounds like “radio with pictures “ to me

9. Logarithmic development 2008
First mobile phone Motorola’s DynaTAC 1973
First mobile network (analogue) 1979 2005
First GSM (digital) network 1991
First SMS 1992 (1995 & 1998)
2004
First ringtone (Finland) 1997
WAP 1.0 specification 1998 2003
i-mode launched 1999
2002
Video (3G) 1999
Global roaming 2000
2001
Commercial 3G 2001 1986-96
1878 1880
1910 1947
*Thanks to Sony Ericsson for phone images

11. Mobile: 1996 - 2002

12. Mobile: 2002 - 2008

15. Why is mobile important?
There are about 1.2b internet connected PCs
There are more than 3.6b mobile phones (3/08)
SMS is largest data application on the planet
5 times as many user of SMS than any form of IM
SMS is the preferred form of communication
The fasted and the most private
Over 50% of the globe have them – their primary
community connection is through them
Gen-C own their phones, unlike their internet or
PC connections. Most personal, most intimate
1g = voice; 2G = SMS; 3G = social networking

16. Internet and Mobile Data Penetration
ROW Internet Penetration
Mobile Data Penetration
West Europe
Asia/Pacific
Japan
USA
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: ARC Group Strategic Outlook Executive Summary 2005

17. But what does it mean to us?
13% regard it as their best friend 2/3rd would be
emotionally affected if we lost it)
14% of us answer it during sex
Almost 90% would take it to the toilet with them
(and too many are willing to answer it there!)
28% of us send sexually explicit SMS messages
23% have dumped a partner via SMS
Mobile is our most important connection: 70%
would refuse to lend a phone to a friend for a day
18% of the youth market disposable income is
spend on mobile and related services

19. What devices?
GPS systems
Music Players
Watches
Book readers
Cameras

20. Mobile moves from phone
As handheld adoption moves
past early adopter, internet
access via handheld will
impact on other access forms
Mobile Internet adoption:
Mobile portals growing at 30%
p/month
PI on-deck portals, approx. 50m
p/m
Adoption driven by data
costs, handset capabilities
and 3G penetration
Handheld internet access –
we’re talking about much
more than a ‘phone’

21. Shifting Fashions (future)

22. Life Caching/Lifeblog
Nokia Lifeblog creates a diary of all your mobile
phone's photos, videos, text messages, and
multimedia messages. It's the living timeline that's
easy to browse, search, edit, and save - on both your
PC and mobile!

23. Consumers as Journalist

24. Consumers as Journalist
The London bombings, first hand. As the BBC captioned:
...others like Alexander Chadwick near Kings Cross have
to walk through the tunnels to safety.

25. The mobile UI

26. A good screen is still not a PC

27. Advantages of Mobile
1. The first personal mass media channel
2. Always with us, always on
3. Location awareness
4. Built in payment channel
5. Creative tool for UGC (video, text & image)
6. Near-perfect audience data
7. Able to capture the social context of media
8. Proactive communication tool
Based upon Tomi Ahonen – Mobile as the 7th Mass Media

28. Media – audience measurement
AMF Ventures measured the relative accuracies of
measuring audience data by the three major media
channels, TV, internet and mobile in 2007 and
found that:
On TV, the total audience data that can be captured is 1%
On the internet, the total audience data that can be
captured is 10%
On mobile, the total audience data that can be captured
is 90%
AMF Venture 2007

29. Numbers
Twice as many mobiles as TV sets
Three times as many mobile subscribers as
internet users
Four times as many mobiles as PCs
Five times as many mobile as cars.
31% of all music dollars spent worldwide
20% of videogaming software

30. Truly mass connection
China – mobile phone penetration 40%
(more than twice that of PC internet)
India: 20% (four times more than PC internet)
Africa: 15% (three times PC internet)
A study by Unisys revealed that if we lose our
wallet we report it in 26 hours. If we lose our
mobile, we report it in 68 minutes.

31. Crossing the Digital Divide?
Fishermen in Kerala use
the mobile to arbitrage the
fish market
Grameen Bank becomes
Grameen Phone

32. Mobile TV (Video on Demand)
UK – 26% report watching video on mobile
32% of those reduce their tv viewing,
8% by a lot,
4% substitute tv with mobile
50%+ want full length shows on mobile, not
short form
Figures taken from IBM “End of Advertising” Report August 2007

33. Mobile VoD - growing

34. Key things: (0,1,2,3)
Zero changes to user behaviour
(don’t make them act differently for you)
One login
(remember who they are, regardless of device)
Two second respond time
Make it simple, make it clean, make it fast
Three clicks away (maximum)
You’ll lose 10% of users for each added level
Kurt Sillen (Ericsson): internal check list to identify a perfect user experience.

35. Incorporating mobile
It isn’t just a smaller web screen
But it’s a lot more than sms messages
Can it be part of your engagement model?
Can this be a content up/download tool?
Is position relevant? Can you make it so?
Java or WAP? Pros and cons for each
The more complex, the more handsets that
need to be managed – keep it simple

36. Words of caution
Not all carriers are created equally
Data costs are changeable, and can be scary
You have no idea of how complex it can be
(290 screens, 35 op systems, 2k devices etc)
Early adopters are great (and tolerant)
Most users will be hi-end phone (xHtml etc)
But think about the experience for everyone
Mobile is not your cash cow!
(But it can add great engagement)

37. What is coming on mobile?
Better personalisation – simpler and less inquisitive
(because the machines can learn…..)
Use of voice as a navigation tool (search, commands,
more)
Use of metadata that is not relevant to make better
context where it is (eg: making a call, texting)
Information aggregated from users, not from a
centralised server someone
Useful recommendations based on context || local
users || my community || request
Mobile Augmented Reality? (MAR)

38. Mobile Augmented Reality….

39. I hope you learnt something!
If not – I can tell you how to steal music legally!
THANK YOU FOR YOUR INTEREST
(NOW GO MAKE A GOOD MOBILE FUTURE)
Lean Forward
Jennifer Wilson. 0414 59 58 57