facts & friction albion
DESCRIPTION
The deck I shared at the excellent Albion Society - looking at the facts about the scale of mobile & the friction that is stopping it take off as a marketing opportunityTRANSCRIPT
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MOBILEFACTS & FRICTION
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FACTS (FROM MOBILE FIX)
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People
Physical
Places
Promo’s
Devices
THE NEW 4Ps OF MARKETING
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Mobile to evolve like online?
“ OK we need a website ”
“ We need traffic – lets advertise
online ”
“ We need to be strategic about
online ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
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Businesses cannot riskbeing slow with mobile
“ OK we need a website”
“ We need traffic – lets advertise
online”
“ We need to be strategic about
online”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
350mOnline1999
400m+Smartphones2010
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Morgan Stanley believe each computing cycle is 10 times bigger than the lastSo mobile web is potentially 10 times bigger than the PC internet
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The iPhone changed everything
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15% of all US searches are mobile
Places
“Mobile users are more prone to take immediate action. People searching on mobile have a higher intent.The time between intent and action has been narrowed.”
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Places
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Facebook have 200mmobile users & talk of
reaching billions…
People
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Physical
10 million mobile shoppers in the UK in December alone.
Mobile will influence up to $110 billion in sales in Europe
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Physical
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Square
Physical
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O2 signs Starbucks & L’Oréal for
location-based mobile offers
Promo’s
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People
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FRICTION
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(2005)What we need is a viral
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(2010) What we need is an iPhone app
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IT’S COMPLICATED….
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IT KEEPS CHANGING…
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& MOST ADVISORS EITHER DON”T GET IT OR ARE SELLING THEIR TECHNOLOGY
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THE IDEA OF THE FIXED PHONE LINE BEMUSES KIDS
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THE FIXED WEB WILL SOON SEEM EQUALLY ODD
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IT’S TIME TO EXPERIMENT