mPulse

The Mobile Landscape

www.alkalmedia.com

mPulse

The Mobile Landscape

mPulse

The Mobile Landscape

• Smartphones

• Tablets

• SMS

• QR Codes

• Apps

• Games

• Mobile Web

• Mobile Video

• Social Media

• m-Commerce

• Advertising

• More!

The Mobile Landscape

U.S. Subscribers

Current Handset Sales

Subscribers and Operating Systems

Subscribers and Operating Systems

Past 3 Months

iPhone = 48% Android = 47%

•Source: Kantar Media

Mobile Phone User Activities

Tablets

Tablet Usage

Connected Device User Activities

SMS – Did AMERICAN IDOL teach us how to text?

SMS – simple and ubiquitous

• Variety of uses– Available on nearly all phones

– Build subscriber lists

– Stay in constant contact with users

– On-demand information

– Link to websites and videos

– Buy apps

– Advertising and Promotion, including print

– Enter sweepstakes, receive content

– Much more

QR Codes

• Similar functionality as SMS– Can you download stuff inside app

• Newer and potentially cleaner experience than SMS

• Rapidly launch content

• High response rates reported

• Growing user adoption – over 30 million in US– SMS is closer to 300 million

• Competing bar code standards

Mobile App Downloads

Popular App Categories

iPad or Android?

Mobile Install Base

Mobile App Revenue

Apple Dominates Video Usage

Let’s say you want an app …

• What’s the budget

• Time & Resources

• More Questions

• Shape and build product

• Test

• Launch

• Marketing

• Update

• Build on new platforms

Case Study – 2012 Olympics “LIVE EVERYWHERE” APP

• 7.6 million downloads

• 90% of US Homes

• 45 million live video streams

• 1.2 million streams for Michael Phelps

• 5.5 Mobile Internet users

• 3.7 million Facebook ‘Likes’

• 150 million tweets

• $200 million

• $4.4 billion

• 76% satisfaction

Adver-Game: Volkswagen REAL RACING GTI

Brand: Volkswagen Headlines: •Sponsored game to intro new GTI•Pick GTI model to drive•High quality racing experience•Other features like Find a Dealer•Over 7 million downloads•Touareg Challenge + other games•Other VW aps: “classic road games,” travel helpers, couponsRevenue: Free GamePremium upsell to Firemint gameAll other VW games are free

Discovery

The Mobile Web

The Mobile Web

The Mobile Web

News Consumption

Web VS. Mobile WebSPORTS

VS.

Web VS. Mobile WebARTS

VS.

The Mobile Web – Case Study

Brand: Weather ChannelHeadlines: •Weather Channel generate more traffic from mobile than traditional browsers•1.8 billion monthly visits•32 million visitorsRevenue: Mobile AdvertisingPremium apps also available

Cross-Platform Donations –SMS, iPhone, QR, Web

Brand: Coca-Cola & World Wildlife FundHeadlines: •SMS – $1 donation for “Arctic Home” fund for the polar bears•Initial $2 million donation from Coke•Coke matching up to $1 additional•iPhone app for Arctic Home with multiple prizes for app users•QR Codes being utilized •Also donate on the web: www.arctichome.com Duration: March, 2012

Mobile Video

Long form video

On Demand Services

YouTube Channels

Social Media Players

King Facebook

Twitter – Not Really Mainstream

Instagram & Photo Sharing

Social TV

Social TV

Mobile Advertising

More Mobile

• Connected Television

• IVR (interactive voice response)

• Location Based – GPS

• Mobile Search

• Gamification and Check-ins

• Augmented Reality

• Coupons & Deals

• Commerce

• Photo Sharing

• Music & Radio

Thank you

Al Kalman

917-783-2326

al@alkalmedia.com

Twitter: @Al_Kal