060611 omma l_gump_rr
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Louis GumpVice President - Mobile, CNN
the Surfacethe Surface
BeyondBeyondin Mobilein MobileA Pendulum, a Paradox and a Pie
PendulumPendulumParadoxPie
“A Day in the Life,” Google, 2008
Industry timeline
1999WAP
2002Java, BREW, RIM, Symbian, MS, etc.
2005WML, Ad promise
2008Apple and Android arrival
2011HTML5,Ad expansion
2014??
2017??
MOBILE WEB
1996Palm OS
2000 2005 2010 2015
APPS
We generally hear three basic predictions today:
We generally hear three basic predictions today:
Mobile web
will eclipse apps
Mobile web
will eclipse apps
Appswill end
browsing
Appswill end
browsing
Web apphybrid will
emerge
Web apphybrid will
emerge
Which is more important?
Mobile web
Apps
Guidelines for most of us1) Start with the consumer in mind
2) Build a mobile web site
3) Launch apps as appropriate
4) Monetize in a consumer-friendly way
PendulumParadoxParadoxPie
The test of a first-rate intelligenceis the ability to hold two opposed ideas in mind at the same time and still retain the ability to function.”
— F. SCOTT FITZGERALD
“
ConvergenceThe act of converging and especially moving toward union or uniformity.
DivergenceA drawing apart (as of the lines extending from a common center.)
ConvergenceDirect access to enhanced mobile web sites with faster networks and better handsets
DivergenceEmergence of individually powerful devices requires products tailored for each one
* BOTH ARE HAPPENING IN OUR INDUSTRY AT THE SAME TIME
First-rate content companies will build first for the consumer,and second for efficiency,with appropriate balance.
Devices
Large screenFixed locationTVs
Devices
Medium screenOften fixed locationPCs
Devices
Personal-sized screenMobile, immersive
Tablets
Devices
Smaller screenMobile, snacking
Phones
Devices
Game consolesRefrigeratorsOthers
Content companies need to think about consistent user experience across platforms.
IMPLICATIONS
Similar contentShared infrastructureCross-brandingTV Everywhere
Content companies need to think about consistent user experience across platforms.
IMPLICATIONS
Content companies should have a clear idea of differences for each platform.
IMPLICATIONS
Start with the assumption that each major platform is differentand then work backward into the similarities.
PendulumParadoxPie
Already 7 percent of major advertisers plan to spend more than $1 million on mobile advertising in 2008. Thirteen percent will spend more than $100,000.”
“2008 2010
7%
13%15%
31%
WILL SPEND
> $1M
$100 - $250 K
Mobile can be used to reach core consumers across platforms for advertisers just as content publishers are engaging consumers across the same platforms.
So how big can mobile be, financially?
So how big can mobile be, financially?
2008
Revenue potential
2011
Revenue potential
2014
Revenue potential
Monetizing models1) Advertising
2) Per app fees
3) Per subscriber fee (cable)
Monetizing models1) Advertising
2) Per app fees
3) Per subscriber fee (cable)
2008
Global Mobile Advertising
2009 2010 2011 2012 2013
CAGR 47.7%
INFORMA MOBILE CONTENT & SERVICES REPORT 2009
LatinAmerica
NorthAmerica
Europe, Middle East, Africa
AsiaPacific
Mobile Internet Ad Revenues
INFORMA, PRICEWATERHOUSE COOPERS
Ad sales channelsDirect sales
Ad networks
Mobile can be used to reach core consumers across platforms for advertisers just as content publishers are engaging consumers across the same platforms.
WORTH REPEATING
PendulumPendulumServe customers first using an optimal mix of apps and mobile web.
ParadoxParadoxAvoid the ‘It’s all separate’ or ‘It’s all the same thing’ mentality.
PieThere is enough for many companies with many approaches.
Questions?Questions?
Thank you.Thank you.