mobile: point of inspiration & entertainment & need
users value dependent on relationship with other users
value in getting data from device
* combine knowledge of users across different screens
valuable data can't easily be replicated/recreated
who owns data? - Key Q
Monetisation is complex
- getting the right, loyal customers
contextual advertising doesn't work in socail media
value is in context + contacts
target people, not content/context
profile based on demographics/behaviour/social interaction
how to calcualte the value of mobile marketing?
Privacy - users must be able to utilise data themselves
1 billion people own a Nokia phone
Nokia make - 450M devices a year / 15 per second
1/2 sale price goes on R&D (£6B) - Europes largest - workd 3rd largest researchers
Devices are all alike - what it does for the user is the differentiator
unlimited is the key to packaging services
Nokia want mobile web browsing at same speed as desktop
- Users want it now
Must make service work across devices
The real battle for real estate is in users pockets!
Users expet the ability to do desktop stuff on mobiles
Younger people want more from/on mobiles
make it REALLY easy for uesrs to do things
people communicate with those closer to them with their mobile.
- content changes in context
people would do more on mobile if it was faster
Most important features on mobile:
targeting marketing based on device > which are targetted at demographics
users want to buy via operator portal as they trust it
mobile apps for social networks
- 2 times as often
- 4 times the page view
Make advertising/marketing social graph friendly
apps are hard to change - the web is easy
massive users volumes only come from operator portals
focus on what is key of service - not the platform optimising for.
UX is harder to get right - 10x harder on mobile (as screen is 10x smaller?)
software is the future of differentiation
- software will become key for operators
optimising for more powerful devices is likley to become an issue in the near future.
75% of Africans will never have a PC!
Businesses, not consumers willing to pay for content when consumer has very low disposable income.
turn customers into fans
reexamine business practices - don't just evolve
web browser as runtime
- reuse web developers skills for mobile.
mobile web - moving to apps, not just pages
widgets at epicenter of mobile and web convergence
widgets -for social applications(?)
do we need standards? - who benefits?
You don't have to be a destination - e.g. Twitter.
Turn users ito a community:
- Engage - reason
- Content - useful or entertaining
- Convergence - acknowledge cahnges in user behaviour
- Loyalty - GREAT experience
- Analytics - Use them - to understand audience need.
"digital" connecting web & mobile.
lots of scope for sponsored experiences/apps
mobile advertising has little opportunity to do big things
where's the value of ads in social networks where content has little or no value.
need for local/regional/national variations of global systems
- things won't be the same across cultures but may be able to learn something
league tables as loyalty drivers
Get users doing something, not just watching
realtime feedback enhances participation
showing location of other users builds community & loyalty
people want to be part of something - don't need to have a conversation
everyone likes to play - "underappreciation of frivolity"
the thing people want to do mpost with their phones is communicate
8 year mobile adoption curve
netbook as biggest mobile web usage device
mobile - a world of fads
communities may/can/do live longer thna the event/product/property they were created for
make payment simple - tightly integrate with app store / payment channel
will governments end up paying for essential infrastructure?
- if no long term business model to provide it at a price people are willing to pay
- would we want that?
captured informaiton is enriched by knowledge of context
look at web and mobility at the same time
charge for more than just the web - depth of network interaction
converged address book =? defacto social network
where data is physically located affects legal access to that data
open not necessarily free
Digital dividend - mobile opportunity based on digital divide
devices drive everything!!
people will pay for
- new types of devices
- deep integration of services
customers understand and will pay for services
use of web as a platform is accelerating
browser as client for the cloud
OS not a differentiator