Chuck Martin, auteur van The Third Screen, heeft tijdens een inspirerend Moviebites seminar over Online Video & Mobile verteld over de enorme groei van mobile. Bekijk hier zijn presentatie.

1. Moviebites
The Hague
December 13, 2012
Chuck@MobileFutureInstitute.com
Twitter: @ChuckMartin

4. Evolution of Move to Consumer Centric
• One to Many: Network TV
• Time-Shifting – (VCR)
• Auto-Content Selection & Shifting (TIVO)
• Ubiquitous Access to Information (Web)
• Easy Access to All Information (Yahoo, Google)
• The Age of the Tethered Consumer

5. The 3 Screens
5+ Billion
Mobile
Phones
2 Billion
1 Billion
Television
PC
First Screen Second Screen Third Screen

6. The Third Screen: Mobile
Number doubled in last 5 years
87% of entire world population
The Age of the Untethered
Consumer

8. The Third Screen: It’s Global
105 countries: cell phone penetration
exceeds 100% of population
Saudi Arabia:
Pop: 26 mil – Cell phones: 54 mil
Hong Kong
Pop: 7 mil – Cell phones: 15 mil
Netherlands
Pop: 17 mil – Cell phones: 20 mil (119%)
ITU

9. The Third Screen: US
328 million cell phones in US
104% of total population
32% of US households: cell phone
only
52% of mobile phones in US are
smartphones (58% in Netherlands)
62% smartphones 25-34 group
CTIA Wireless, MMA, CWTA,NHIS, Telecompaper, GSMA, Nielsen

10. Smartphone Penetration: Europe
Spain 55%
UK 55%
Italy 45%
France 45%
Germany 41%
Source: comScore

11. Characteristics of Mobile
• It’s Personal
• Multi-faceted Communications Capability
• Time, Location, Supply, Demand
• Standing Up Medium
• Installed Base
• Ramp-up Speed
• Self-Service Platforms
• Call-to-Action Capability
• Mobile Ecosystem (devices, carriers, etc.)
• Pull vs. Push Medium

12. The 2 Worlds of Mobile
• UPT= Using Phone Technology
• USPT = Using Smartphone
Technology
UPT vs. USPT
• Mobile Web vs. Creating Application
• SMS (Texting)
• MMS (Multi-media communications)

13. Create New Types of Interactions

14. Group Chat: Groupme

15. International Communication: Viber

16. Proximity Marketing: NFC in the UK

17. Proximity Marketing: NFC in the US

18. Create Remote Capabilities

19. Mobile Opportunity: SMS
UPT Approach
•Opt-In required
•Double opt-in best practice
•160-character limitation
•Can reach most phones

20. Mobile Opportunity: MMS
Using MMS (Multi-Media
Messaging Service). Can Include
Text Messages, Video, Photos,
Documents, etc.
Provide video content
-- Majority of those with smartphone
apps watch video clips

21. Mobile Opportunity: MMS
UPT Approach
•Open-viewing rates typically 15-25 percent
higher than standard text
•No 160-character limitation
•Can reach most phones

22. Mobile Opportunity: Video
• Mobile video traffic to account for
71% of all mobile data by 2016
• Largest mobile ad spend in 2016:
marketing apps, coupons,
streaming video, search
• 66% of tablet owners
download/view short videos
Sources: Cisco, PQ Media, Accenture

23. Mobile Opportunity: Video
• 34 million US smartphone owners
watch videos via mobile
• More than 1 billion mobile-
broadband subscriptions worldwide
• Mobile-broadband penetration 51%
in developed world
Sources: Nielsen, ITU

24. Mobile Video at Retail: Macy’s

25. Smartphone Users:
Text more
Use the Internet more
Play more games
Use more applications
Listen to music
Watch video more
79% of smartphone owners use them to
help while shopping
Sources: From The Third Screen, Google /Ipsos

26. Behavioral Changes of Mobile
Location Based
Location Drivers
-- Coupons.com
-- mobiQpons
-- Zip2Save

27. Behavioral Changes: Value

28. Behavioral Changes of Mobile

29. Behavioral Change: CUNA Mutual

30. Behavioral Change: Walmart

31. Behavioral Changes of Mobile
Location Based
Location Drivers
Location Magnets
Location Activators
-- We Reward
-- Placecast
-- Shopkick

32. Behavioral Changes of Mobile
LBS -- Location Based Services
Mobile Goes Social
Foursquare
Facebook

33. Behavioral Change: Citi, Best Buy

34. Mobile Banking: Citibank Brazil

35. The Rise of the 2D Barcode

36. Track Cards, Rewards Cards

37. Track Cards, Rewards Cards

38. Barcode Behavior: Starbucks

39. The One-Tap Buy: ShopSavvy

40. 2D Barcode Tracking

41. 2D Barcode: Opt-in

42. Facilitating Payments: Square, Payfirma

43. The One-Tap: Google Wallet

44. Opportunity in Mobile
Shorter Term
– Communicate with customers via mobile
– Leverage SMS, MMS
– Mobile Apps, Mobile Web, Video
– Test & Learn
– Measure & Analyze
– Use Geo-location, proximity marketing
– Add Value to Consumer Experience

45. Chuck@MobileFutureInstitute.com
Twitter: @ChuckMartin