Future Local Webinar Nov12

“ The Future of Location on Mobile Devices: LBS, Apps & Monetization ” Greg Sterling Internet2Go November 12, 2009

Opus: Internet2Go ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mobile Brings Local into Focus ,[object Object],[object Object],[object Object],[object Object]

Source: Opus Research, comScore, CTIA, Nielsen, US Census Bureau (2009) Populations: Offline, Online, Mobile 4 Major US Carriers: 250M subs approx. Mobile Internet: 70M 4.1B texts DAILY 30% of Verizon W revs data

Pew: % of all US adults going online via mobile Pew Internet & American Life Project: March, 2009 n=2,253 US adults 53% of smartphone owners report using mobile Internet “ at least once a day ” Opus Research, 3/09 Mobile Web Usage Frequency

Content: Smartphone Users Source: Universal McCann/AOL Study: “Smart Phone, Smart Marketing” June, 2009 ,[object Object],[object Object],[object Object]

[object Object],[object Object],Local Content Access Methods Subscribers Accessing Local Mobile Content* by Access Method Three-Month Average Ending June 2009 vs. June 2008 Number of Mobile Subscribers (MM) Jun-08 Jun-09 Y/Y Percent Change Any Access Method 24.3 34.1 40% Browser 17.9 21.7 21% Application downloaded to phone 6.0 13.7 127% SMS 7.6 9.6 27%

Big Online Local Brands  Mobile

Mobile (Web) Search Web search on mobile generally resembles PC-based search; market share hierarchy is directionally the same as on PC.

Locally Oriented Apps Source: Skyhook Wireless, Oct. 2009

The Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

‘ Local Search’ Mostly the Same Most YP apps offer the same experience as PC, although it’s starting to evolve

Experimentation Happening ,[object Object],[object Object],[object Object]

Search  Browse, What’s Nearby?

Ask a Human This is “real time” WOM or “social search”

Fickle Users Apps downloaded but often abandoned quickly

Monetization: Many Scenarios ,[object Object],In app advertising Display on mobile Web Traditional SEM

Trends in Local-Mobile ,[object Object],[object Object],[object Object],[object Object],[object Object]

MOBILEPEOPLE 2009 MOBILE LOCAL KEY THEMES, TRENDS, THOUGHTS FROM MOBILEPEOPLE

TOP 5 MYTHS ABOUT MOBILE LOCAL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MobilePeople © 2009 THINGS THAT ARE NOT NECESSARILY TRUE ON THE SURFACE

PRESCRIPTIONS FOR SUCCESS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MobilePeople © 2009 WAYS TO COMBAT THE MOBILE LOCAL “MYTH” GREMLINS

PRESCRIPTIONS FOR SUCCESS (cont) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MobilePeople © 2009 WAYS TO COMBAT THE MOBILE LOCAL “MYTH” GREMLINS

NEXT BIG THINGS IN MOBILE LOCAL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Q&A ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],To receive a copy of this slide presentation: [email_address]

Future Local Webinar Nov12

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