EVERYTHING WILL GO MOBILE

The Future of Digital

Jennifer Wilson principal Lean Forward

The Mobile – ubiquitous everywhere

Key Point – “The user interface everywhere”Everything will become connected (wirelessly)

• Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation– Trucks sensing wear on wheels and placing order

for new tyres when next serviced

• More interesting - use of existing mobile devices as intelligent sensors– GPS plus (time) in a car = traffic flows– GPS plus (temperature) = instant local weather– User activity = context and relevance

“Context” + “Personalisation”

• Personalisation is capturing the information someone gives you about themselves

• Context is knowing what goes before this, what other influences re, unspoken factors

• Once you have context, recommendations are natural (add search, commerce and wow!)

• For mobile, some context is automatic:– Location– Day of week– Time of day– Previous actions from <here> at <similar times>– What they did before they got to <this service>

The Changing Forms (as ‘phone’)

• GPS systems

• Music Players

• Watches

• Book readers

• Cameras

The Changing Device (as ‘form’)

Why Mobile as Platform?

1. The first personal mass media channel2. Always with us, always on3. Location awareness4. Built in payment channel5. Creative tool for UGC (video, text &

image)6. Near-perfect audience data7. Able to capture the social context of

media8. Proactive communication tool

Based upon Tomi Ahonen – Mobile as the 7th Mass Media

Media – audience measurement

AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:– On TV, the total audience data that can be

captured is 1%– On the internet, the total audience data that

can be captured is 10%– On mobile, the total audience data that can

be captured is 90%

AMF Venture 2007

Numbers

• Twice as many mobiles as TV sets• Three times as many mobile subscribers as

internet users • Four times as many mobiles as PCs• Five times as many mobile as cars. • 31% of all music dollars spent worldwide• 20% of videogaming software

Unisys study revealed that if we lose our wallet we report it in 26 hours. If we lose our mobile, we report it in 68 minutes.

Crossing the Digital Divide?

• Fishermen in Kerala use the mobile to arbitrage the fish market

• Grameen Bank becomes Grameen Phone

• 200 million units and growing

Hopes and dreams

• Common low data rate for mobile – If we complain about broadband speeds…

• Mobile as consumer engagement channel– Not just a marketing tool (which budget?)

• Dramatically better behavioural tracking– Did I mention context? Or personalisation?

• Wholesale (and understood) data rate – Make advertisers pay for watching their content

• Smarter mobile services– And more than iPhone please!

More hopes and dreams

• Advertising and entertainment merging– Can’t get audience? Can’t get funding?

• More Social Message Services– Twitter more mainstream

• Use of these in enterprise– Yammer – internal twitter

• Social networks leave the applications– Becomes feature, not trapped as function

• Can we stop the ‘cloud’ being owned?– The next evil empire is…..

What is coming on mobile?

• Better personalisation – less inquisitive (because the machines can learn…..)

• Use of voice as a navigation tool• Use of metadata not immediately

relevant to make for better context• Information aggregated from users, not

from a centralised server someone • Useful recommendations based on

context || local users || my community || request

• Real Mobile Augmented Reality

IS MOBILE…The future of digital

Jennifer Wilson principal Lean Forward