The document discusses the future of mobile technology and applications. It notes that the first decade of mobile from 2007-2017 saw the rise of smartphones and app stores. However, apps are now escaping icons and integrating into core apps and services through messaging, payments, and personal assistants. The future will see continued growth in video and new content formats on mobile platforms. Artificial intelligence and augmented/virtual reality will also impact mobile by enabling new insights from data and novel mobile experiences.

1. © 2017 International Business Machines Corporation
IBM Watson Marketing
The Strange Future of Mobile

2. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Today’s speaker
Michael Trapani
Product Marketing Leader
Watson Marketing
@ThatsLogical

3. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

4. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
The first decade of mobile
comes to an end

5. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
The First Age of Mobile: 2007 - 2017
Nokia 1100 - most popular mobile phone in 2007 iPhone - most popular mobile phone in 2017

6. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
The First Age of Mobile: 2007 - 2017
The truly smart phone
With the launch of Apple’s iPhone,
the first age of the modern mobile
experience began, laying the
foundations of a new platform
2007
Apps & shots fired
Two key events in 2008 - first, the
launch of the App Store, and the
launch of Google’s Android
2008
Advanced features
Advanced mobile engagement and
targeting features such as location,
weather data, behavior, multi-
channel.
2009-2015
Mobile overtakes desktop
After defeating desktop in several metrics
over the years, all mobile web traffic
originates from mobile devices.
2016
2017
Mobile is not mobile
Mobile is no longer special, it’s no
longer one channel, and it turns
out, it’s no longer ‘mobile’ either.

7. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
What will the next age of mobile look like?
2018
2017
2019-2025
2026
2027

8. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Apps escape their icons

9. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
By volume alone, apps are doing better than ever

10. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Yet average monthly app downloads has plummeted
0 2 4 6 8 10
apps per
month
2008
2016

11. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
80%
Mobile users spend most of their time in only a few apps
of app usage is
spent within a user’s
top three apps.

12. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Core Apps
Messaging Apps Browser Apps Social Media Apps

13. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Apps are escaping their icons
Capabilities of apps are finding their way into Core Apps
through web services and formal integrations.

14. © 2017 International Business Machines Corporation
Watson Marketing
Apps are escaping their icons
Group Messaging Apps
Personal Assistant Integrations
Web Browser Plug-ins & more
iMessage Payments App Uber Siri Integration

15. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
The future of publishing is
mobile platforms

16. © 2017 International Business Machines Corporation
Watson Marketing
The Open Web
It sold ads on webpages
1990 — 2016
The open web is dying – and so are traditional revenue streams

17. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Technology companies now direct traffic to content
Watson Marketing

18. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Content formats continue to expand
Written
Articles
Videos Interactive Sponsored
Content
New Ad
Formats

19. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
“Almost all of our growth is in video, particularly
Facebook video… Mobile web article pages are
quickly becoming the least important thing we
make.” Nilay Patel,
Editor-in-Chief,
The Verge

20. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
0 100 200 300 400 500
Millions
Q3 2015
Q3 2016
Source: Helen Havlak, Engagement Editor, The Verge, October 2016
Website page views
News aggregators
YouTube Video
Facebook Video
Nearly all growth is from mobile platforms & social media

21. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
New systems must be built for this future
Ad formats and content formats will always grow

22. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Cognitive blooms

23. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Artificial intelligence will mature as a concept

24. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

25. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

26. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
AI will assist in creating insights as data becomes darker

27. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

28. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Implications for Marketing
Data insights
Content personalization

29. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
As AI goes mainstream, different industries will find new applications

30. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Innovation is everywhere

31. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Innovation is not limited to one region

32. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Regional Group Messaging
WeChat - China
LINE - Japan,
Thailand
WhatsApp -
Europe, Latin
America
North America -
iMessage

33. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Peer-to-peer payments was on WeChat first
WeChat Pay - 2014 Facebook Messenger Payments - 2016

34. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Mobile in a virtual world

35. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

36. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
The ideal VR setup

37. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Mobile VR/AR will be VR/AR for the rest of us for some time
Mobile VR
Desktop VR

38. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

39. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

40. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

41. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

42. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

43. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

44. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

45. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

46. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

47. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing

48. © 2017 International Business Machines Corporation
Watson Marketing
@ThatsLogical | #WatsonMarketing
Thank you.
Michael Trapani
Product Marketing Leader
Watson Marketing
@ThatsLogical