The Drum 4 Minute Warning presentation "When Small Content Becomes Big Business"
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Why campaigns adjusted for the individual are more likely to succeed in the hyper-personal medium of mobile.
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The Drum 4 Minute Warning presentation "When Small Content Becomes Big Business"
- 1. @oisinlunny
- 2. The evolu0on of small tech in my life... Proprietary & Confiden0al to OpenMarket
- 3. The evolu0on of small tech in my life...
- 4. The evolu0on of small tech in my life... Proprietary & Confiden0al to OpenMarket
- 5. The evolu0on of small tech in my life... h>p://www.vintagesynth.com
- 6. The evolu0on of small tech in my life... h>p://upload.wikimedia.org/wikipedia/commons/7/78/Floppy_disc.jpg
- 7. The evolu0on of small tech in my life... Proprietary & Confiden0al to OpenMarket
- 8. The evolu0on of small tech in my life... Proprietary & Confiden0al to OpenMarket
- 9. The evolu0on of small tech in my life... Proprietary & Confiden0al to OpenMarket
- 10. The evolu0on of small tech in my life... Proprietary & Confiden0al to OpenMarket
- 11. Mobile is radically disrup0ve 2 years old 13 employees Bought for $1 billion Proprietary & Confiden0al to OpenMarket 124 years old 17,000 employees Chapter 11 bankruptcy
- 12. Worldwide smartphone ac0va0ons… …outnumber child births three to one. Proprietary & Confiden0al to OpenMarket
- 13. One in three would… …give up sex for smartphone access. Proprietary & Confiden0al to OpenMarket Telenav survey July 2011
- 14. What would you give up…? Would choose daily use of mobile phone over daily use of ___________, if forced to choose. •Alcohol 70 percent •Chocolate 63 percent •Caffeine 55 percent •Exercise 54 percent •Sex 33 percent •Toothbrush 22 percent •Shoes 21 percent Proprietary & Confiden0al to OpenMarket Telenav survey July 2011
- 15. Addicted to our smartphones? 80% …more likely to cause traffic accidents than alcohol due to its distrac<ng nature Proprietary & Confiden0al to OpenMarket Telenav survey July 2011
- 16. Addicted to our smartphones? 35% …of adults with families regularly check their phone at the dinner table Proprietary & Confiden0al to OpenMarket Telenav survey July 2011
- 17. Addicted to our smartphones? 66% …of smartphone owners sleep with their phone next to them Proprietary & Confiden0al to OpenMarket Telenav survey July 2011
- 18. Addicted to our smartphones? 66% …and look at it just before sleeping and first thing when they wake in the morning Proprietary & Confiden0al to OpenMarket Telenav survey July 2011
- 19. Addicted to our smartphones? 48% …admit to ending a rela<onship via text message, email, Facebook or TwiDer Proprietary & Confiden0al to OpenMarket Telenav survey July 2011
- 20. Addicted to our smartphones? Mobile phones have moved beyond a necessity into an addic3on Proprietary & Confiden0al to OpenMarket
- 21. Liberated by our smartphones! Proprietary & Confiden0al to OpenMarket
- 27. Mobile “breaks” current ad model Proprietary & Confiden0al to OpenMarket
- 28. Back to Gerd... “Good brands like RedBull, Nike and Amex are already becoming broadcasters, every brand is becoming a TV producer now.” h>p://www.futuristgerd.com/
- 29. Its about a>en0on, not distribu0on! h>p://www.futuristgerd.com/2013/12/03/why-‐micro-‐content-‐is-‐big-‐business-‐some-‐of-‐my-‐ comments-‐via-‐oisin-‐lunny-‐and-‐theguardian-‐its-‐about-‐distribu0on-‐not-‐a>en0on/
- 30. Its about a>en0on, not distribu0on! h>ps://twi>er.com/KimmiCFlatWorld/status/407983779861381120
- 31. Data is the currency... h>p://poli0calhumor.about.com/library/bl-‐NSA-‐spying.htm
- 32. B. Bonin Bough VP Global Media and Consumer Engagement at Mondelēz Interna<onal h>p://bboninbough.com
- 33. B. Bonin Bough “Mobile devices are as addic<ve as cocaine.” h>p://julesrulesyourradio.wordpress.com/category/coke-‐rap-‐friday/
- 34. How to reach consumers? h>p://bboninbough.com
- 35. Mobile is Silo Smashing Proprietary & Confiden0al to OpenMarket
- 36. Mobile is Silo Smashing Proprietary & Confiden0al to OpenMarket
- 37. But mobile is also the glue!
- 38. Silo Smashing Proprietary & Confiden0al to OpenMarket
- 39. Keep it Simple At The Start... Proprietary & Confiden0al to OpenMarket
- 40. Campaigns -‐> mobile user journey h>p://en.wikipedia.org/wiki/File:Caesar-‐dot-‐to-‐dot.svg / h>p://www.lightningrodlabs.com/wp-‐content/uploads/2010/12/silo9-‐1024x576.jpg
- 41. OpenMarket Proprietary & Confiden0al to OpenMarket
- 42. Mobile Engagement Plahorm Your Systems OpenMarket’s MEP Your audience 1 2 3 1 2 3 Service edi0ng via drag and drop or APIs The workflow engine processes services, simplifies data integra0ons to your preferred business systems (CRM, analy0cs, other web services) and generates reports Mul0-‐channel support including SMS, MMS, Push, Email, Voice & IVR ensures the right message is sent via the preferred method Proprietary & Confiden0al to OpenMarket
- 43. OpenMarket customer & partners Customers Proprietary & Confiden0al to OpenMarket
- 44. Consumers not a>ached to old formats h>p://www.forcesofgeek.com/2013/04/yazoo-‐records-‐delivers-‐us-‐stuff-‐that.html
- 45. So is mobile central to your strategy or... h>p://www.torontolife.com/informer/toronto-‐poli0cs/2013/06/03/rob-‐ford-‐crack-‐o-‐meter-‐3/
- 46. Merry Christmas 2013 style! h>ps://twi>er.com/Gequeoman/status/406485957442285568/photo/1 h>ps://twi>er.com/QuantumPirate/status/407439281989640192
- 47. Contact OpenMarket sales-‐uk@openmarket.com @OpenMarket OpenMarket www.openmarket.com or text “SALES” to 88600