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Michael Trapani - How to Prepare for The Very Strange Future of Mobile

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Michael Trapani - How to Prepare for The Very Strange Future of Mobile

  1. 1. © 2017 International Business Machines Corporation IBM Watson Marketing The Strange Future of Mobile
  2. 2. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Today’s speaker Michael Trapani Product Marketing Leader
 Watson Marketing @ThatsLogical
  3. 3. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  4. 4. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing The first decade of mobile comes to an end
  5. 5. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing The First Age of Mobile: 2007 - 2017 Nokia 1100 - most popular mobile phone in 2007 iPhone - most popular mobile phone in 2017
  6. 6. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing The First Age of Mobile: 2007 - 2017 The truly smart phone With the launch of Apple’s iPhone, the first age of the modern mobile experience began, laying the foundations of a new platform 2007 Apps & shots fired Two key events in 2008 - first, the launch of the App Store, and the launch of Google’s Android 2008 Advanced features Advanced mobile engagement and targeting features such as location, weather data, behavior, multi- channel. 2009-2015 Mobile overtakes desktop After defeating desktop in several metrics over the years, all mobile web traffic originates from mobile devices. 2016 2017 Mobile is not mobile Mobile is no longer special, it’s no longer one channel, and it turns out, it’s no longer ‘mobile’ either.
  7. 7. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing What will the next age of mobile look like? 2018 2017 2019-2025 2026 2027
  8. 8. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Apps escape their icons
  9. 9. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing By volume alone, apps are doing better than ever
  10. 10. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Yet average monthly app downloads has plummeted 0 2 4 6 8 10 apps per month 2008 2016
  11. 11. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing 80% Mobile users spend most of their time in only a few apps of app usage is spent within a user’s top three apps.
  12. 12. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Core Apps Messaging Apps Browser Apps Social Media Apps
  13. 13. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Apps are escaping their icons Capabilities of apps are finding their way into Core Apps through web services and formal integrations.
  14. 14. © 2017 International Business Machines Corporation Watson Marketing Apps are escaping their icons Group Messaging Apps Personal Assistant Integrations Web Browser Plug-ins & more iMessage Payments App Uber Siri Integration
  15. 15. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing The future of publishing is mobile platforms
  16. 16. © 2017 International Business Machines Corporation Watson Marketing The Open Web It sold ads on webpages 1990 — 2016 The open web is dying – and so are traditional revenue streams
  17. 17. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Technology companies now direct traffic to content Watson Marketing
  18. 18. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Content formats continue to expand Written Articles Videos Interactive Sponsored Content New Ad Formats
  19. 19. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing “Almost all of our growth is in video, particularly Facebook video… Mobile web article pages are quickly becoming the least important thing we make.” Nilay Patel, Editor-in-Chief, The Verge
  20. 20. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing 0 100 200 300 400 500 Millions Q3 2015 Q3 2016 Source: Helen Havlak, Engagement Editor, The Verge, October 2016 Website page views News aggregators YouTube Video Facebook Video Nearly all growth is from mobile platforms & social media
  21. 21. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing New systems must be built for this future Ad formats and content formats will always grow
  22. 22. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Cognitive blooms
  23. 23. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Artificial intelligence will mature as a concept
  24. 24. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  25. 25. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  26. 26. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing AI will assist in creating insights as data becomes darker
  27. 27. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  28. 28. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Implications for Marketing Data insights Content personalization
  29. 29. © 2017 International Business Machines Corporation Watson Marketing What if a hurricane could tell your customers to update their insurance policies?
  30. 30. © 2017 International Business Machines Corporation Watson Marketing What if you could know when your customers are on their way home from work?
  31. 31. © 2017 International Business Machines Corporation Watson Marketing What if you could predict how your message would make your customers feel?
  32. 32. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing As AI goes mainstream, different industries will find new applications
  33. 33. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Innovation is everywhere
  34. 34. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Innovation is not limited to one region
  35. 35. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Regional Group Messaging WeChat - China LINE - Japan, Thailand WhatsApp - Europe, Latin America North America - iMessage
  36. 36. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Peer-to-peer payments was on WeChat first WeChat Pay - 2014 Facebook Messenger Payments - 2016
  37. 37. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Mobile in a virtual world
  38. 38. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  39. 39. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing The ideal VR setup
  40. 40. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Mobile VR/AR will be VR/AR for the rest of us for some time Mobile VR Desktop VR
  41. 41. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  42. 42. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  43. 43. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  44. 44. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  45. 45. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  46. 46. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  47. 47. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  48. 48. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  49. 49. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  50. 50. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  51. 51. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing
  52. 52. © 2017 International Business Machines Corporation Watson Marketing @ThatsLogical | #WatsonMarketing Thank you. Michael Trapani Product Marketing Leader
 Watson Marketing @ThatsLogical

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