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Riding the nexus Communication and Transport Naturally mobile
| Date post: | 28-Nov-2014 |
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Riding the nexus
Communication and TransportNaturally mobile
Increasingly, we’re living a digital lifeUsing a Mobile Phone 95%Online Sending/Receiving Email 94% Sending or Receiving an SMS 87%Downloading/Listening to Audio Online 84%Listening to the Radio 78% Visiting a Social Networking Site 67%Shopping Online 60% Reading a Newspaper 34%Watching Primetime TV at Home 33%Using Mobile to get Information 26%Watching TV/Video on Mobile 25%Reading Magazines 23%
Sources: Asia Pacific Consumer Technographics Survey, 2008 Television Ratings in Australia, 2008 Data compiled by NationMaster from OzTam, TV Networks Nielsen Media Research
Things change
Over time
Over a single day
Source: Nielsen Internet and Technology Report
Multitasking
The importance of connectionWe start our search on GoogleWe go to our friends for recommendationsOn the whole, we are:
three times more influenced by our peers than by formal commentators (critics, journalists, experts etc)85.9% more like to trust review from our peers (our community) over a critics84% more likely to trust any user review (or recommendation over that from a professional
The key connected device
But what does it mean to us?91% of us keep it within 1 metre of us, 24 x 7
Almost 90% would take it to the toilet with them
60% of us take it to bed with us 33% of us would rather lose our wallet than our phone14% of us answer it during sex*28% of us send sexually explicit SMS messages23% have dumped a partner via SMS We anthropomorphise this device in unique mannersMobile is our most important connection: 70% would refuse to lend a phone to a friend for a day
* Unless you’re in the USA, where it is closer to 35%
‘Mobile’ doesn’t just mean ‘phone’GPS systems
Music Players
Watches
Book readers
New devices (Chumby)
Cameras
Where are we now?24.5m mobile handsets (113% penetration)*3G handsets – est 14m** or around 50%
Double that of a year ago
The iPhone phenomena45m sold globally, about 1.8% all handsets, Blackberry about 2% Nokia, Sony Ericsson and Samsung still lead***
850,000 in Australia**Another 250,000 iPod Touch devices use mobile products and serviceRepresenting about 4.5% of handsetsBut around 60-65% of all data/apps/access
Mobile internet use: almost 10m active monthly users (40%)***Half of these estimated to be daily
* Telsyte research ** Industry best guess *** AMPLI Survey
Top Apps (Comscore EU study)62.6% of iPhone 3G users have used an app in a month and momentum is growing. 6 months ago 51% of iPhone owners used an app for news and info.In comparison 21% of Nokia N95 and 37% of Blackberry Storm use an app.
Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964
Maps
Weather
Web search
News
Entertainment news
Sports information
Traffic reports
Financial news
Tech news
Gaming information
Restaurant information
Television guides
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
31.9%
25.7%
19.2%
15.1%
13.4%
13.2%
12.7%
12.7%
12.1%
11.1%
10.6%
10.2%
Top Mobile Apps Genres (ex social + games)
% of news and info apps users
Internet = Information SnackingLocal information also prominent, e.g. maps, movie listings, business directories, traffic , etcTransactional services starting to emerge – e.g. Auction SitesThe combination of local services and transactions will bring about new business models.
Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964
Web searchNews
WeatherAccessed sports information
Entertainment newsMaps
Tech newsFinancial news
Financial accountMovie informationTelevision guides
Bank accountsGeneral reference
Business directoriesTraffic reports
Restaurant informationGaming information
Dating serviceAuction sites
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Top Mobile Browsing Genres (excluding social networking)
Top Information Services (Aus)48% of respondents used an information service of some sort - up 30% on a year agoMost services used at least once a month, with news and weather most frequent useExpectation of future use is high, with 30% growth expected next year also
Source: Australia Mobile Phone Lifestyle Index Survey (AIMIA) 2009
Weather
News
Maps
Sports
Movie information
Entertainment news
Restaurant information
Event guides
Financial information
TV guides
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
46%
44%
35%
31%
28%
28%
24%
22%
20%
20%
Top Mobile Information Services
Web 3.0 – Semantic Web
Connections between People
Con
nect
ions
bet
wee
n In
form
atio
n
Courtesy: Radar Networks. Nova Spivack www.mindingtheplanet.net
Looking for the Semantic in mobileKey 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
Sensors in truck tyres that assess wear and order their own replacements en route (with least impact)
More interesting - use of existing mobile devices as intelligent sensors
GPS plus (time) in a car = traffic flowsGPS plus (weather sensing) = instant localised weather
Built in sensors/smart helpersSensors to date include
Chemical analysisBreathalyser Blood test
Why not emissions? Carbon?
Air qualityPressure sensors for types
Augmented Plotting and Mapping
Thoughts on the dayMobile as sensor devices, GPS, RFID/MEM. M2M comms (semantic)Mobile GPS – used to send information centrally, to calculate distance and to deliver return path informationIntelligent sensors (smart meters, smart trackers, smart interpreters and smart decision making) allows assessment of real-time information and conditions which can help us make better decisions on planning, speed, travel profile, timing of journeys etcAggregating this to a common source across all areas of transport (freight, private, public, pedestrian, cycles etc)If we see the mobile as the target transport device, this can include entertainment (for passengers), alerts for changes in conditions, etc
A comprehensive solutionAggregated information to allow intelligent choices based on determined (known) information sensed in real timeCan we:
Use mobile phones as intelligent sensors to track and interpret journeys, traffic conditionsUse public transport information to know real journey and arrival time, not timetable informationCentralised ticketing feeding numbers, entry and exists to track journey, congestion, likely overcrowdingFeed road works, accident information into this to fine tune even more
To allow us toBetter plan public transport infrastructure based on real needsSuggest quicker or greener (or fitter) or safer ways to get from A->BSupport both personal and commercial transportation
Transport technology
New consumers, new expectations, new ways of engaging
Jennifer Wilson0414 59 58 57
