the future is mobile - jason daponte at adtech london

@jasondaponte

The Promise:

‘Your mobile can do anything!’

The Promise:

Statistic: We have an average of 1.3 mobiles each

The Promise:

Teens frequently have a handset for each network

The Promise:

Statistic: There are more of them than there are of us

2008: 4.1b ACTIVE mobiles

2008: World population – 6.7b people

2008: 1b+ mobiles sold worldwide

Reality check:

Statistic: 49% of the UK adult public has used mobile dataActivity (Ever used) %

Mobile internet 25

Downloading playing games 22

Sending & receiving email 17

Downloading and listening to music 18

Instant Messenger 16

Accessing social networking sites 10

Accessing news sites 10

Accessing sports sites 7

Streaming internet radio 7

Satellite navigation systems 5

RSS feeds 3

Mobile TV 3

Subscribing and listening to podcasts 2

TOTAL (net) 49

So what is this ‘mobile’ thing anyway?

Any interaction with an audience over a portable device or within a mobile situation

Personal

Sociable

Portable

Immediate

Location aware

It’s not just

a tiny

version of

the Web!

So what is this ‘mobile’ thing anyway?

Messaging

Mobile web

Mobile media

Apps/Widgets

Near field comms

Out of home

So what is this ‘mobile’ thing anyway? Messaging

2.3 trillion SMS messages to be sent in 2008 costing $60.2 billion! (Gartner)

84% of SMS users expect a response within 5 minutes. (160 Characters)

So what is this ‘mobile’ thing anyway?

Messaging isn’t just about txt-ingMessaging

So what is this ‘mobile’ thing anyway?

Prediction: Messaging types will convergeMessaging

So what is this ‘mobile’ thing anyway?

Prediction: Messaging types will convergeMessaging

So what is this ‘mobile’ thing anyway?

Messaging

Mobile web

Mobile media

Apps/Widgets

Near field comms

Out of home

So what is this ‘mobile’ thing anyway?

Personalised homepage

Choose and rearrange topics

Set location

Mobile web

So what is this ‘mobile’ thing anyway?Mobile web

So what is this ‘mobile’ thing anyway?

Fact: Mobile social networking is the fastest growing activityMobile web

So what is this ‘mobile’ thing anyway?

Messaging

Mobile web

Mobile media

Apps/Widgets

Near field comms

Out of home

So what is this ‘mobile’ thing anyway?Mobile media

So what is this ‘mobile’ thing anyway?

Inbound video creativityMobile media

So what is this ‘mobile’ thing anyway?Mobile media

So what is this ‘mobile’ thing anyway?

Messaging

Mobile web

Mobile media

Apps/Widgets

Near field comms

Out of home

So what is this ‘mobile’ thing anyway?

Stat: Over 100m iPhone apps have been ‘sold’Apps/Widgets

So what is this ‘mobile’ thing anyway?

1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie  9. SayWhere10. Stanza

(Wired’s Coolest Apps of 2008)

Apps/Widgets

1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe

(Apple’s most popular PAID apps 28.07.09)

So what is this ‘mobile’ thing anyway?

1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie  9. SayWhere10. Stanza

(Wired’s Coolest Apps of 2008)

Makes your life easier

Apps/Widgets

1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe

(Apple’s most popular PAID apps 28.07.09)

1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie  9. SayWhere10. Stanza

(Wired’s Coolest Apps of 2008)

Makes your life easier

Uses unique hardware

1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe

(Apple’s most popular PAID apps 28.07.09)

So what is this ‘mobile’ thing anyway?Apps/Widgets

So what is this ‘mobile’ thing anyway?Apps/Widgets

1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie  9. SayWhere10. Stanza

(Wired’s Coolest Apps of 2008)

Makes your life easier

Uses unique hardware

Makes a better media device

1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe

(Apple’s most popular PAID apps 28.07.09)

So what is this ‘mobile’ thing anyway?Apps/Widgets

1. Google Earth2. Pandora3. Trism 4. TapTapRevenge5. Ocarina6. Shazam7. NetShare 8. Tweetie  9. SayWhere10. Stanza

(Wired’s Coolest Apps of 2008)

Makes your life easier

Uses unique hardware

Makes a better media device

Makes it FUN (aka GAMES)

1. Camera Zoom v1.12. WORMS3. I Dig It v1.24. The Secret of Monkey5. Harbour Master – Ep 36. Flight Control7. Ragdoll Blaster8. Internet Radio Box9. Pocket God10. London Tube Deluxe

(Apple’s most popular PAID apps 28.07.09)

So what is this ‘mobile’ thing anyway?

Messaging

Mobile web

Mobile media

Apps/Widgets

Near field comms

Out of home

So what is this ‘mobile’ thing anyway? Near field comms

Trial: BBC Collect London Zoo

• Mobile navigation of an archive

• Children captured ‘packages’ about animals to view on phones

• Packages saved to a personalised webpage that they could revisit at home

• Provide lasting record

So what is this ‘mobile’ thing anyway? Near field comms

So what is this ‘mobile’ thing anyway? Near field comms

So what is this ‘mobile’ thing anyway?

Messaging

Mobile web

Mobile media

Apps/Widgets

Near field comms

Out of home

So what is this ‘mobile’ thing anyway?Out of home

So what is this ‘mobile’ thing anyway?Out of home

So what is the problem?

• Awareness

Kristian D. on Flickr

So what is the problem?

• Awareness

• Costs

“what a month overseas + iPhone gets you”

http://www.flickr.com/photos/metropolitician

So what is the problem?

• Awareness

• Costs

• Technology

Gabriel Lopez on Flickr

So what is the problem?

• Awareness

• Costs

• Technology

• Fragmentation

2008: 4.1b ACTIVE mobiles

2008: World population – 6.7b people

2008: 1b+ mobiles sold worldwide

So what is the future?

Prediction: Mobiles will become primary computing devices

• Mobile take centre stage

Tambaco the Jaguar on Flickr

So what is the future?

Prediction: Connected objects will become prevalent

• Mobile take centre stage

• Everything becomes connected

http://www.cutecircuit.com

So what is the future?Prediction: Location will matter more than ever

• Mobile take centre stage

• Everything becomes connected

• Everything filtered via location

http://www.microvision.com

So what is the future?

• Mobile take centre stage

• Everything becomes connected

• Everything filtered via location

• Mass participation and creativity will grow

Your mobile was just the FIRST connected device.

Thanks.Jason DaPonte

jason.daponte@bbc.co.uk

http://jasondaponte.wordpress.com

@jasondaponte