1. SSLA Mobile 101 Lunch + Learn
MOBILE 101
1

2. HISTORY
2

3. 3

4. 4
"A REVOLUTIONARY
AND MAGICAL
PRODUCT THAT IS
FIVE YEARS AHEAD OF
ANY OTHER MOBILE
PHONE"

5. 5
"A REVOLUTIONARY
AND MAGICAL
PRODUCT THAT IS
FIVE YEARS AHEAD OF
ANY OTHER MOBILE
PHONE"
2007

6. 6
THIS YEAR,
THE SMARTPHONE TURNED

7. 7
THIS YEAR,
THE SMARTPHONE TURNED
21!!!

8. THE IBM SIMON HAD 1MB
OF RAM AND ONE HOUR OF
TALK TIME
Dr. Martin Cooper of Motorola,
made the first US analogue
mobile phone call on a larger
prototype model in 1973.

9. 9
MOBILE GROWTH

10. HOW MANY OF US CARRYA
SMARTPHONE?
Text

11. HOW MANY OF US CARRYA
SMARTPHONE?

12. HOW MANY OF US CARRYA
SMARTPHONE?
http://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes/

13. HOW MANY OF US CARRYA
SMARTPHONE?
http://www.slideshare.net/impigermobile/mobile-strategy-2011-for-companies

14. What’s next?
What’s now
2013
IN 1995, 13% OF THE TOTAL
POPULATION USED CELL PHONES

15. What’s next?
What’s now
2013
IN 1995, 13% OF THE TOTAL
POPULATION USED CELL PHONES
TODAY THERE IS 91% PENETRATION OF
MOBILE PHONES IN THE US, MORE THAN
284 MILLION US WIRELESS USERS
http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Reports_June_2013_U.S._Smartphone_Subscriber_Market_Share

16. OF THE 91% OF MOBILE OWNERS, THE MAJORITY (57%) OWN SMARTPHONES
16http://www.businessinsider.com/us-smartphone-penetration

17. MOBILE ISN’T NECESSARILY
‘ONTHE GO’
17http://www.news.com.au/technology/smartphones/more-iphones-are-sold-a-day-than-babies-born/story-fn6vihic-1226624327053#ixzz2dCp5lnZL

18. 18
GROWTH TENDS TO SLOW AFTER ADOPTION HITS 50 PERCENT BECAUSE REMAINING MARKET
SEGMENTS TEND TO BE OLDER, LESS WEALTHY, OR LATE ADOPTERS

19. 2012 2013 2014
BY 2014 THE MOBILE WEB WILL OVERTAKE PCS
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

20. 20

21. MOBILETECHNOLOGY
21

22. SMARTPHONES AND FEATUREPHONES

23. HARDWAREAND SOFTWARE
23

24. 24
MOBILE OPERATING SYSTEMS:
THE SMACKDOWN

25. MOBILE OPERATING SYSTEMS:
THE SMACKDOWN
25http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Reports_June_2013_U.S._Smartphone_Subscriber_Market_Share

26. HANG ON,HOW ISTHAT POSSIBLE?

27. IOS:
DEVELOPED BY APPLE
IN ITS FIFTH MAJOR
VERSION
RUNS ON IPHONES, IPAD
TABLETS,AND IPOD TOUCH
MUSIC DEVICES.

28. ANDROID:
DEVELOPED BY GOOGLE
IN ITS FOURTH MAJOR
VERSION
ANDROID CAN BE FOUND IN
DEVICES MADE BY A VARIETY
OF MANUFACTURERS WHICH
DRIVES THE HIGHER USAGE
NUMBERS

29. BLACKBERRY OS:
DEVELOPED BY RESEARCH IN MOTION
IN ITS SIXTH MAJOR VERSION
RUNS ON THE DEVICES FAVORED BY
MANY CORPORATE IT DEPARTMENTS

30. WINDOWS PHONE:
A PROPRIETARY MOBILE OS
DEVELOPED BY MICROSOFT
INTRODUCED A NEW DESIGN
LANGUAGE, PREVIOUSLY CALLED
METRO UI, BUT LATER RENAMED TO
SIMPLY MODERN
IN 2011 NOKIA ANNOUNCED IT HAS
CHOSEN WINDOWS PHONE AS THE
OS FOR ALL ITS FUTURE
SMARTPHONES

31. TRUTH #1
humans want
to be entertained
FRAGMENTATION

32. 32

33. REMEMBER HARDWAREAND SOFTWARE?
33

34. 34
APPSVS MOBILEWEB

35. 35
APPLICATIONS
THIRD-PARTY PROGRAMS WRITTEN IN
THE NATIVE HANDSET LANGUAGE THAT
EXTEND THE FEATURES OF THE OS

36. 36
MOBILE WEB
FULL WEB BROWSER CAPABILITY WITH
TOUCH-SCREEN OPTIMIZED BROWSING
TECHNOLOGY.
http://www.labrow.com/blogs/2013/february/browser-market-share-2013

37. 37
APPS STILL DOMINATE

38. MOBILETECHNOLOGY + MARKETING
38

39. Consumer
Magazines
Gaming Magazines
On-package
Packaging Inlays
Billboards
Viral / stunts
Gaming Channel
Ad Spots
Sponsored
Shows
Special Topics
Talk shows
Radio
Displays
Demos
Incentives
Associates
Products
Location Based
Events
Global Events
Roadshows
Launch Events
Membership
Events
Promotional
Actions
News / Info
Email
Shopping
Searching
Podcast
RSS
Self-Organized
Events
Social Networks
Forums
Clans
In-Game
On-platform
Print Broadcast POS Events Web Social Product
MOBILE ACTIVATES MULTIPLE DIGITAL AND
OFFLINE CHANNELS

40. Consumer
Magazines
Gaming Magazines
On-package
Packaging Inlays
Billboards
Viral / stunts
Gaming Channel
Ad Spots
Sponsored
Shows
Special Topics
Talk shows
Radio
Displays
Demos
Incentives
Associates
Products
Location Based
Events
Global Events
Roadshows
Launch Events
Membership
Events
Promotional
Actions
News / Info
Email
Shopping
Searching
Podcast
RSS
Self-Organized
Events
Social Networks
Forums
Clans
In-Game
On-platform
Feedback tool
Media integrationEngagement
channel
Immediate action
Time
independence
Instant need satisfaction Personalize
Location independence
Static turns
dynamic
Ad-hoc
interaction
Cross-channel
engagment
Offline opt-in
Instant self-
expression
Print Broadcast POS Events Web Social Product
Experience
enhancement
MOBILE ACTIVATES MULTIPLE DIGITAL AND
OFFLINE CHANNELS

41. IVR
SMS / MMS
QR CODES
M-SITE
Interactive
voice
response,
triggered by
calling an 800
number (or
Star Star
program)
Text
messaging /
picture +video
messaging,
triggered by
texting a
specific
keyword to a
shortcode
2D graphic
images
snapped with a
phone camera
to launch a
mobile site
Rich, browser
based, Brand or
campaign
mobile website,
Utility services or
functionality
delivered via
mobile, such as
dealer locator,
inventory search,
finance
calculators, and
mobile
commerce
M-SERVICES
APPS
MEDIA
Brand
application
installed on a
smartphone to
deliver
customer utility,
entertainment
or loyalty
Mobile media
units, including
display
banners, search
and rich media
units
Contextual real-
time data that
augments a
users
experience, often
based on
location or
camera based
image analysis
AR
40

42. 41
Relevance
conversation
feeling
physical
network
activity
information
Just-in-Time
day-parting
on-the-fly
intermission
downtime
weather-
based
programmatic
Context
professional
social
cultural
economic
fun
technical
educational
“anywhere”
“anytime instantly”&
“personal”

43. 42

44. 43

45. 44
REAL-TIME
98% OF ALL SMS & MMS MESSAGES ARE
OPENED
95% OF THEM WITHIN 3 MINUTES OF
RECEIPT
THE AVERAGE SMARTPHONE USER CHECKS
THEIR PHONE 150 TIMES PER DAY

46. 45
ANYTIME

47. 46
LOCATION-AWARE

48. 47
PERSONAL
OUR MOBILE DEVICES KNOW MORE ABOUT US THAN
ALMOST ANY OTHER DEVICE
Preferences Transaction
History
Social
Graph
Site
Analytics
Demo-
graphics
Mobile
Device
Location
Customer
Segment

49. 48
USEFUL

50. 49
SOCIAL
ABOUT 75% OF FACEBOOK’S ACTIVE USERS
ACCESS THE SOCIAL NETWORK ON THEIR
PHONES
https://www.globalwebindex.net/Stream-Social http://newsroom.fb.com/Key-Facts

51. 50
UBIQUITOUS

52. MOBILETECHNOLOGY
TRENDS
51

53. 52

54. 53

55. 54

56. 55
THIS ISTHEWEBTOMORROW

57. 56

58. THE INTERNET OF EVERYTHING

59. ‘PHABLETS’
58

60. IVR
SMS / MMS
QR CODES
M-SITE
Interactive
voice
response,
triggered by
calling an 800
number (or
Star Star
program)
Text
messaging /
picture +video
messaging,
triggered by
texting a
specific
keyword to a
shortcode
2D graphic
images
snapped with a
phone camera
to launch a
mobile site
Rich, browser
based, Brand or
campaign
mobile website,
Utility services or
functionality
delivered via
mobile, such as
dealer locator,
inventory search,
finance
calculators, and
mobile
commerce
M-SERVICES
APPS
MEDIA
Brand
application
installed on a
smartphone to
deliver
customer utility,
entertainment
or loyalty
Mobile media
units, including
display
banners, search
and rich media
units
Contextual real-
time data that
augments a
users
experience, often
based on
location or
camera based
image analysis
AR
HUMAN USER INTERFACES

61. NEW CHIPS = MORE POWER
60

62. SO WHAT?why does all of this matter?
61

63. THE CHALLENGE: FRAGMENTATION
62

64. 63

65. THE OPPORTUNITY: GREAT CONTENT, OPTIMIZED
64

66. THE CHALLENGE: CONTEXT
new
context...old context...
65

67. MOBILE HASTHE UNIQUEABILITYTO MARKETTO CIRCUMSTANCE
THE OPPORTUNITY: CIRCUMSTANCE
66

68. THE CHALLENGE:THE EVOLVING ECOSYSTEM
67

69. a aa
68
THE OPPORTUNITY:
DESIGN FOR CONNECTED EXPERIENCES

70. 69
THE CHALLENGE:THE PRESENT IS CATCHING UPWITHTHE FUTURE

71. 70
THE OPPORTUNITY:FOCUS ONTHE BEHAVIOR,NOTTHETECHNOLOGY

72. @kaylam
71
See you on the internets.
THANKS