This document discusses the rise of mobile-centric societies and provides examples of innovative mobile marketing campaigns. Some key points: - Mobile internet surpassed PC internet usage in 2013, with mobile markets worth $1.5 billion that year. - In many developing countries, mobile phone ownership far exceeds internet access. - Examples of successful mobile campaigns include a Twitter novel promotion for canned coffee in Georgia, an augmented reality butterfly app in Japan, and a location-based mobile gaming platform. - Emerging uses of mobile include mobile payments, digital coupons, mobile vending machines, and using phones to interact with "live buildings" through technologies like QR codes.

1. marketing in mobilecentric societies susanmacdermid president, dmg :: digital march 20th, 2011

2. pre-mobile centric society 234 million mobile users 61.5 million smart phone users & growing rapidly mobile internet surpasses PC internet in 2013 mobile market worth $1.5 billion in 2013

3. mobile centric societies 81 million internet users (7%) vs 507 million mobile phones (41%) 20% vs 57% 32% vs 86% 5% vs 66% India China Brazil Indonesia

4. 128 million people

5. 109 million mobile subscribers

6. 85%+ on 3G

7. 49% on flat-rate data plans

8. best mobilecontentrevenuemodels 50-70% most countries

9. mobile examples Twitter NR building Twitter Georgia coffee campaign iButterfly AR platform “sekai” world camera “sekai” for the iPad McDonald’s LBS coupons mobile vending Star Trek mobile game SoLAR mobile gaming platform Sagami condom campaign

10. identity amongst ubiquitous signage? use mobile devices to read QR codes to browse shop info, make reservations and download coupons use mobile to display virtual information specific to the building in a manner that enhances the physical next up the QR codes disappear and reveal those inside who want to be seen via their Twitter streams

11. live buildings

12. georgia coffee BLUX Twitterpromo product: re-sealable canned espresso message: good things are to be consumed little by little creative solution: Twitter novel released little by little

13. Twitter novel told little by little TV & print ads end with … continued on Twitter Nobunaga was the famous samurai who united Japan

14. iButterfly AR platform by Dentsu http://www.youtube.com/watch?v=vEE6M0iW-Nw

15. “sekai” world camera 100,000 downloads in first 4 days 1 million downloads Tonchidot’s AR app is installed on 30% of all iPhones in Japan this iPhone app is now in 90 countries the Android version is in 20+ countries

16. “sekai” world camera

17. “sekai” world camera for the iPad

19. hundreds of millions of mobile coupons redeemed

20. offers target by age, gender, kids

22. mobilevending pay with either cash or mobile phones Coca-Cola Japan - 85,000 vending machines that accept mobile payments mobile-money usage has grown to over $2 billion

23. star trek mobile game

24. SoLAR mobile gaming platform a social, AR gaming platform for developers which combines LBS, AR, social play, and mobile payment tools to integrate Twitter, Facebook, and payment features for iPhone and Android

25. http://www.youtube.com/watch?v=GMqu1ak3VX0&NR=1 0.02 sagami condom

26. love distance sagami

27. split screen male/female

28. hold phones close together – dual screens collapse into one

29. so what is mobile? remote control for life

30. pray for japan