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Mobile Marketing / April 2010
by Ryan Peterson
About Me

Seattle + Bellevue
Biz Dev / Marketing / Mobile Strategy @ Übermind
Gadget-obsessed
Apple Fanboy, Does Not Hate Microsoft
Celebrates Simple HTML Edits = Techie, Not Technical
Who Are You?


Company?
Projects?
Mobile?
U.S. Mobile Overview
234M age +13 are mobile subscribers
45.4M own smartphones (21% increase from Nov. 09)
    RIM: 42.1% (1.3)
    Apple: 25.4% (-.01)
    MSFT: 15.1% (-4.0)
    Google: 9.0% (5.2)
    Palm: 5.4% (-1.8)
                                          Courtesy of ComScore
What Are We Doing?
Sent Text Message: 64.0% (1.9)
Used Browser: 29.4% (2.4)
Used Downloaded Apps: 27.5% (1.8)
Played Games: 21.9% (0.5)
Accessed Social Networking Site / Blog: 18.0% (2.9)
Listened to Music: 13.1% (1.3)


                                             Courtesy of ComScore
Web traffic from mobile
  devices accounts for...

     < 1.0%
...of total global web traffic.

                           Courtesy of Quantcast
So, why all the fuss?
Mobile Marketing Lecture @ UW
The best...
   (camera, book, bank, news, etc.)

    ...is the one that’s with you.
The “with you” factor of our
smartphones makes sacrificing
screen size, speed, etc....


Well, less of a sacrifice.
Mobile Is...
 Always With You
 Always Mostly Connected
 All About Powerful “User Experience”
     Desktop – all about powerful “search”
 Engaging (Location-based, Accelerometer, etc.)
 New Ad Opportunities & Interaction Models
     Desktop – we’re proficient at filtering web ads
Which Platforms Matter?




                    Courtesy of Appcelerator
iPhone
Over 85M Units Sold (iPhone & iPod touch)
iPhone: 50M Units




                                            Courtesy of Inkscape
Android
Shipping 60,000 Units / Day
    Droid Sales @ 74 Days: 1.05M
    First Generation iPhone @74 Days: 1M
Multiple Carriers
Open Platform
Unique Multitasking Capabilities
iPad

       First 24 Hours: 1M Apps
       Downloaded
       Today: Over 3.5M Apps
       Downloaded
       450,000 iPads Sold
       600,000 iBooks Sold
Sticky Apps Are...

 1. Delightful       5. Optimized
 2. Innovative       6. Connected
 3. Designed         7. Localized
 4. Integrated
Demo
( apologies if you’re viewing this deck online )
Questions?
 ( you can email me – really )
Thanks!

       Twitter: @ryanapeterson
LinkedIn: linkedin.com/in/ryanapeterson
   Email: rpeterson@ubermind.com

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Mobile Marketing Lecture @ UW

  • 1. Mobile Marketing / April 2010 by Ryan Peterson
  • 2. About Me Seattle + Bellevue Biz Dev / Marketing / Mobile Strategy @ Übermind Gadget-obsessed Apple Fanboy, Does Not Hate Microsoft Celebrates Simple HTML Edits = Techie, Not Technical
  • 4. U.S. Mobile Overview 234M age +13 are mobile subscribers 45.4M own smartphones (21% increase from Nov. 09) RIM: 42.1% (1.3) Apple: 25.4% (-.01) MSFT: 15.1% (-4.0) Google: 9.0% (5.2) Palm: 5.4% (-1.8) Courtesy of ComScore
  • 5. What Are We Doing? Sent Text Message: 64.0% (1.9) Used Browser: 29.4% (2.4) Used Downloaded Apps: 27.5% (1.8) Played Games: 21.9% (0.5) Accessed Social Networking Site / Blog: 18.0% (2.9) Listened to Music: 13.1% (1.3) Courtesy of ComScore
  • 6. Web traffic from mobile devices accounts for... < 1.0% ...of total global web traffic. Courtesy of Quantcast
  • 7. So, why all the fuss?
  • 9. The best... (camera, book, bank, news, etc.) ...is the one that’s with you.
  • 10. The “with you” factor of our smartphones makes sacrificing screen size, speed, etc.... Well, less of a sacrifice.
  • 11. Mobile Is... Always With You Always Mostly Connected All About Powerful “User Experience” Desktop – all about powerful “search” Engaging (Location-based, Accelerometer, etc.) New Ad Opportunities & Interaction Models Desktop – we’re proficient at filtering web ads
  • 12. Which Platforms Matter? Courtesy of Appcelerator
  • 13. iPhone Over 85M Units Sold (iPhone & iPod touch) iPhone: 50M Units Courtesy of Inkscape
  • 14. Android Shipping 60,000 Units / Day Droid Sales @ 74 Days: 1.05M First Generation iPhone @74 Days: 1M Multiple Carriers Open Platform Unique Multitasking Capabilities
  • 15. iPad First 24 Hours: 1M Apps Downloaded Today: Over 3.5M Apps Downloaded 450,000 iPads Sold 600,000 iBooks Sold
  • 16. Sticky Apps Are... 1. Delightful 5. Optimized 2. Innovative 6. Connected 3. Designed 7. Localized 4. Integrated
  • 17. Demo ( apologies if you’re viewing this deck online )
  • 18. Questions? ( you can email me – really )
  • 19. Thanks! Twitter: @ryanapeterson LinkedIn: linkedin.com/in/ryanapeterson Email: rpeterson@ubermind.com