A Perfect Storm of Opportunity

Bill GrossCEO & Founder of Idealab / UberMedia

A Perfect Storm of Opportunity

There truly never has been a better time to be in the technology business…

The opportunity in mobile and local is just staggering…

Because the device we hold in our hands is like a “remote control to our lives…”

We use this device for directions, and for advice…

To figure out where to eat, where to play, where to shop, who to meet…

And I feel we’re entering a transformative period. That almost always happens about a decade into a new technology’s mass adoption.

For the first decade after the invention of the movie camera, it was placed in the back of a theater and filmed a play. Once they figured out they could “move” the camera, a revolution in storytelling occurred.

Today we have these super-computers on our bodies all day long…

And right now we are witnessing mobile’s “moving of the camera” moment!

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And this Mobile

Revolution is

Democratic

Notice that these are mostly NOT the GDP leaders!

Top 20 Countries in the World By Number of Cell Phones

Just last year, Mobile Internet Traffic in India surpassed Desktop traffic!*

*Other countries will follow this trend

Global Mobile App + Advertising Revenue, 2008 vs. 2012E

My context for the future of mobile monetization…

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In the last 17 years since starting Idealab, I’ve started more than 100 companies. Not all focused on monetization, but a few key ones have…

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These 10 companies that we started each had an intense focus on local or mobile monetization

It’s All About

Me!It’s all about extreme personalization, what is relevant to ME, right where I am now, and what I am doing right this minute. Here are some examples:

Dynamic Advertising:Combination of intent, proximity, timing, and customization is too powerful to resist. Mobile coupons perform 10x over paper.

Driving 5 miles to a store takes 2.5 MILLION times as much energy as walking 50 meters to a store!

“Nudging” people costs orders of magnitudes less than relocating people.

Proximity = Probability

Conquesting: Winning customers when they’ve already shifted themselves to a particular mindset is one of the biggest mobile opportunities.

Ruth’s Chris targets customers within 100 feet of competitor establishments during dinner hours with a special offer.

Domino’s:You’ve just shared that you’re craving Pizza — we can show you an offer showing real-time distance & compass

Real-time creative means dynamic, interactive ad units can be generated on-demand. Everything about the way the messaging is done needs to be shaken up.

Today is only Twitter’s 7th Birthday.

But we send nearly half a BILLION Tweets per day

Public social media can powerfully predict intent.

@Jane - I’m thirsty…

Movement Targeting

Stationary

Walking >2x

It’s pouring!

RegularTargeting

WeatherTargeting

>3x

Can you believe Carrie did that on Homeland?

Context-sensitive alerts perform more than 10x better.

Predicting Intent: Giving 5 billion mobile users what they “would have typed” is probably the biggest technology opportunity in history.

Please continue the conversation with me:

Bill@Idealab.com

@Bill_Gross

Texters images appear courtesy of the artist Joseph Holmes and Jen Bekman Gallery

www.jenbekman.comwww.streetnine.com

Presentation by Tom Hughes