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Your world has changed
The document summarizes how mobile technology, especially smartphones, has transformed societies and communities in Africa and elsewhere. Key points include: - Mobile internet and platforms like MXit have become hugely popular in Africa, where infrastructure has lagged but mobile adoption is high. This shows how mobile can drive innovation out of necessity. - Mobile is changing how people interact and form communities, which are now based on shared interests rather than geography. - Technologies like cameras on phones have changed photography from a private hobby to a social activity, enriching photos with metadata about their context. - Mobile access means people are now constantly connected through multiple devices, ready to take immediate actions like purchases in response to marketing.
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Your world has changed
- 1. Jon M BishopYour world has changed
- 2. Lets go visitthe future of mobile, today.
- 3. Africa! That’s right,I said Africa
- 4. There are around6 million internet users in South Africa. Only 750k are on fixed line broadband SA’s mobile generation
- 5. South Africa alsocreated the most engaged social network in the world. And its all on mobile. Messages per month Hours per month MXit
- 6. Oh, and MXitwas launched in 2003!
- 7. Imagine going outon the town and using your mobile to pay for: Gig tickets Food A taxi
- 8. You can dothis right now in Kenya! With M-Pesa Safaricom is now the biggest bank in East Africa!
- 9. Under invested wired networks Hugely expensive broadband Rural population Large informal sector Low bank account penetration High mobile penetration Mobile innovation is a necessity in Africa http://www.textually.org/textually/archives/2010/12/027532.htm
- 10. not only isAfrica transforming mobile. Mobile is transforming Africa. Mobile is the most accessible technology platform “ In a typical sub-Saharan African country, a 10 percent increase in mobile penetration results to a corresponding 0.8 percent GDP growth” - Woon Peng, Nokia Head of Services in Middle East and Africa
- 11.
- 12. Blackberry vsiPhone Who’s got younger users?
- 13.
- 14. iOS is thetop selling mobile platform
- 15. Nope, it’s Androidby a long way http://www.engadget.com/2011/09/26/android-powered-56-percent-of-smartphones-sold-in-the-last-3-mon
- 16. But to befair: The iPad is currently unrivalled amongst tablets
- 17. iOS and Androidare the major players
- 18. Well, yes butkeep an eye on: Amazon Samsung HTC Windows Phone
- 19. Mobile networks areprofit generating machines
- 20. Apparently not onthe current models http://www.tellabs.com/news/2011/index.cfm/nr/142.cfm USA Q1 14 Q2 14 Asia Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 EU Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Predicted end of profit on current business models
- 21. Mobile ads don’twork
- 22. Not according toGoogle http://www.tellabs.com/news/2011/index.cfm/nr/142.cfm $3.3bn in ad spend this year $1bn to Google alone! 56% execs click on mobile ads Can deliver better value than web ads
- 23. My Friend ShaneA case study of how mobile has changed youth interaction
- 24. None of hisfriends have iPhones. Almost all have Blackberries. Some Androids as 2 nd phones. If you don’t have BBM, you’re out of the loop. The only person who ever calls him is his mother. He only ever makes a call if he is in trouble.
- 25. How online andmobiles have changed communities
- 26. Today communities gathertogether around common interest, not geography The speed and level of interaction is fuelled by mobile, on the go access
- 27. London riots wereinterest based, not geography Saturday
- 28. London riots wereinterest based, not geography Saturday Sunday 7pm
- 29. London riots wereinterest based, not geography Saturday Sunday Sunday 9pm Sunday 7pm Monday 2am
- 30. How mobile haschanged photography
- 31. The social webhas made the picture the beginning of the journey, not the end. Mobile again has accelerated this Take picture SD card computer Digital Share interact Take picture Share Interact Mobile Take snap Develop Shoe box Film 150mn images shared on Instagram in 1 year
- 32. You also nowknow a lot more about the photograph Who took it Where it was taken What camera What camera settings Who’s in it The time and date
- 33. Mobiles have changedhow you interact with the world via multiple data points
- 34. Jogging in the80s vs Jogging in 2011
- 35.
- 36. Jogging Steps Ave.Speed Route Effort Top speed Distance Time 1980s 2011
- 37.
- 38. Mobile Growth andsize 670mm 3G subscriber in 2010 (+37% Y/Y) http://assets.en.oreilly.com/1/event/39/Internet%20Trends%20Presentation.pdf
- 39. Mobile vs computerMore mobile devices connected to Wi-Fi than computer Smartphones to outsell computers in 2012 More mobile internet users than wired by 2015
- 40. Mobile payments 10million brits are paying on their mobile PayPal is processing $10 million per day, $3bn per year on mobile this year Customers spent $1bn at Amazon on their mobiles in the past year http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#m-payments
- 41.
- 42. 14 million Americans,just like Suzie, scanned a barcode in July 2011 Where are they scanning? http://www.comscore.com/Press_Events/Press_Releases/2011/8/14_Million_Americans_Scanned_QR_or_Bar_Codes_on_their_Mobile_Phones_in_June_2011
- 43. How mobile ischanging B2C marketing
- 44. This is Brian.Brian has a smartphone. 89% of Brians use their smartphones all day
- 45. Brians are multi-taskersIn a hurry
- 46. In a hurryBrians are in a hurry
- 47. In a hurryBrians are ready to take action 77% Called or visited 44% Purchased in-store or online After searching local business info on their phone: https://docs.google.com/gview?url=http://www.gstatic.com/ads/research/en/2011_TheMobileMovement.pdf
- 48. What does thismean for businesses? Always on Always accessible Multi tasking Mobile CTAs on your ads In a hurry Sort out your mobile flow! Ready to take action Make it easy for them
- 49. Think about yourmobile flow Search Barcode Email Banner Search result Mobile page Search ad Call Click Download Map / directions
- 50. 76% ofbusiness sites are not mobile optimised This makes Brian sad
- 51. How mobile ischanging B2B marketing
- 52. This is Jo.He’s very executive
- 53. Jo has upto 4 mobile devices
- 54. 56% of Jo’suse mobiles as their primary communication tool
- 55. 80% of Jo’sprefer accessing work emails on their phone, on the go
- 56. Jo’s are actiontakers 53% download & run branded B2B apps 56% click mobile ads 65% make business purchase on mobile web 79% willing to leave their contact information on a mobile website 7 mobile searches per day
- 57. 200mn people watchmobile Youtube videos daily 83% Jo’s watching more video 75% watching work videos
- 58.
- 59. B2B execution examplehttps://www.nomoreabandonedcarts.com/ 1.2 million hits 4.6 million Youtube channel views
- 60. Jo wants tohear from you. On any one of his 4 devices
- 61. How the worldof mobile is changing
- 62. NFC Phones cannow communicate with other devices with a simple tap Data sharing Payments Device pairing Advertising
- 63. HTML 5 –the great disruptor App quality interaction in your browser No additional plug-ins like Flash / Silverlight More freedom and independence for publishers / developers Supposed to be 30% faster than flash Improved profitability for publishers Easier compatibility / quicker releases http://www.gamepro.com/article/news/223371/zyngas-profits-down-by-95/
- 64. The Cloud Itwill completely change your view on ownership of your media etc Storage becomes less important, connectivity becomes more important Ordinary items can connect using the same technology
- 65. The arrival ofthe Amazon tab The first real competitor to the iPad ecosystem has finally arrived
- 66. Why this isbad news for the iPad Large user base Developers Large user base Developers Media Owners Large user base Developers Content source Content market Seamless transfer Adequate device Lots of consumption Media Owners Media Owners
- 67. Why this isbad news for the iPad Large user base Developers Large user base Developers Media Owners Large user base Developers Content source Content market Seamless transfer Adequate device Lots of consumption Media Owners Media Owners $499
- 68. Why this isbad news for the iPad Large user base Developers Large user base Developers Media Owners Large user base Developers Content source Content market Seamless transfer Adequate device Lots of consumption Media Owners Media Owners $199 $499
- 69. Thank you JonM Bishop @jonin60seconds [email_address]
Editor's Notes
- #3 I am going to take you to a place where you can see our mobile future right now. I am going take to Africa!
- #5 Mobile overtaking wired is only predicted to happen in USA in 2015 South Africa is raising a mobile only generation
- #6 43 million users in 120 countries
- #7 When were Facebook and Twitter launched?
- #8 Not a smart phone, just a standard mobile
- #9 Safe. No need to travel with cash Pay direct for: Train tickets, grocery shopping, taxis, event tickets etc. Transfer money to rural relatives Works without bank accounts 50% Kenyan adults use M-PESA
- #10 20% of Kenyans have a bank account 60% have a phone Now Drs are paying for patient transport with M-PESA so they can get to the hospital for treatment
- #11 This is an amazing stat and one of the reasons I am a believer in the mobile revolution
- #14 That ave of 24 means there are a lot of teenagers using Blackberries
- #19 Why these? They’re all building their own ecosystems, including OS, devices and apps
- #21 Costs per GB go down but usage/demand goes up dramatically and competition keeps pricing low. Simply relying on ‘dumb pipes’ model not good enough anymore
- #25 Shane has no aspirations to get an iPhone. He could get by without calls and text. Just using BBM Cheaper to us BBM
- #28 If people had to go home and check the messages on their computer before they mobilised, this would never have spread so far so quickly BBM, Twitter and Facebook played a part but there are many other private networks to be aware of. Wattsapp, Mxit, MSN live messenger
- #29 If people had to go home and check the messages on their computer before they mobilised, this would never have spread so far so quickly BBM, Twitter and Facebook played a part but there are many other private networks to be aware of. Wattsapp, Mxit, MSN live messenger
- #30 If people had to go home and check the messages on their computer before they mobilised, this would never have spread so far so quickly BBM, Twitter and Facebook played a part but there are many other private networks to be aware of. Wattsapp, Mxit, MSN live messenger
- #31 For me
- #33 Much like in the jogging analogy to follow
- #35 One of the most interesting ways your world has changed is how your phone has turned you into a multiple data source tracker. What do I mean? Lets take the example of jogging.
- #36 And if he got lost, he’d have to find a payphone to call my mom to come fetch him. I can run off into the forest and GPS my way back
- #37 And if he got lost, he’d have to find a payphone to call my mom to come fetch him. I can run off into the forest and GPS my way back
- #38 For me the best way of measuring the status of mobile is comparing it to the current standard: Desktop Lets have a look at some stats that may convince you that the mobile era is here
- #41 There are 30mn internet UK users
- #42 Barcodes help consumers take instant action on something they see. QR codes are helping merge the online and offline world
- #44 For me the best way of measuring the effectiveness of mobile is comparing it to the current standard: Desktop Lets have a look at some stats that may convince you that the mobile era is here
- #45 Clearly a consumer by looking at the slick Ray Bans and fancy red wine, and Ted Baker shirt
- #51 Are you losing at least 10% in sales?
- #62 I would never consider myself a futurologist. In fact, futurologists in tech are ridiculous because how can you predict such a fast moving industry? But here are some things that are already happening, but still trying to emerge mainstream
- #63 Whats important is that now your phone can communicate with other devices with a simple tap. Easier than WiFi, Infrared, Bluetooth etc
- #64 HTML 5 could be a great disruptor. Because it means bypassing app stores and directories. It also then means developers & publishers can bypass the hefty cuts the networks take from each sale, usually around 30%. Game developers are particularly interested in this as it creates a lot of freedom and potential extra profit. Also freedom to choose payment processor
- #65 Can be used with other devices like parking meters, fridges, TVs etc
- #66 The device will not be an iPad beater. In fact, it seems to have been disappointingly rushed out for Christmas The Amazon ecosystem is the real threat here Easy media delivery is what native Android lacks It’s good news for consumers
- #67 You’re getting an equivalent experience and ecosystem for half the price from a massively strong brand Pretty soon I’ll need to add cloud services to this flow but it’s not yet mainstream in the UK The two biggest risks to these ecosystems are media ownership (eg Netflix and Starz) and transfer (dumb pipes)
- #68 You’re getting an equivalent experience and ecosystem for half the price from a massively strong brand Pretty soon I’ll need to add cloud services to this flow but it’s not yet mainstream in the UK The two biggest risks to these ecosystems are media ownership (eg Netflix and Starz) and transfer (dumb pipes)
- #69 You’re getting an equivalent experience and ecosystem for half the price from a massively strong brand Pretty soon I’ll need to add cloud services to this flow but it’s not yet mainstream in the UK The two biggest risks to these ecosystems are media ownership (eg Netflix and Starz) and transfer (dumb pipes)