Mobile Mass Media Just how big is the mobile market? World at end of 2012 of 7.

2 of 7.0 Billion people: 1.5 Billion personal computers of any kind incl iPad 1.9 Billion TV sets incl multiple TVs in same home 3.0 Billion internet users incl mobile and shared 4.0 Billion FM Radios in use globally 6.9 Billion total mobile phone subscriptions and only 4.2 B people use a toothbrush

How fast is mobile? New Zealand statistics said SMS read within 4 minutes, an email within 48 hours. SMS is literally 720 x faster than email in message opening through-put The IAB Internet Advertising Board has released some mobile web and mobile commerce data In the UK, half of all mobile phone users already use mobile commerce The average time that a person will pursue a commercial transaction from web search to real purchase is about one month On the phone the time lag between search and m-commerce is about one hour Quite literally 'e-commerce' on mobile is 720x faster 97% of SMS messages sent are read, vs 20% of emails (Source: Digital Marketing Association) 97% of UK SMS text messages are read within 5 seconds (Source: Ofcom) .. vs 48 hours for email SMS texts have average response rate of 26% vs 5% email (Source: Mobile Data Association)

How Addicted are we? Nokia reported at MindTrek 2010 that the world average is already 150 times per day That means once every 6 and half minutes of every waking hour of every day across the planet. Even in Africa it is already 82 times per day as Young and Rubicam said in its Mobile Mania Report (thus even in Africa every 12 min of every waking hour) For smartphones its already up to 200 times per day as reported by the Guardian (every 5 minutes)

How important is your mobile?

"Photographs used to be the item people would run into a burning building to go retrieve. Today a mobile phone has replaced that." - Jeffrey Hayzlett, CMO Kodak, 2010 A statue of an angel with mobile phone now at the Sintjanskathedral ie St John's Cathedral in Den Bosch, Netherlands. The 'ut Engelke' (the little Angel) has her own 0900 number and Twitter page

Mobile now a status symbol? Survey of US mobile phone owners by Vuclip, when answering question "The first thing people notice about me" top answer was mobile phone at 61%. Other answers: car, watch or clothing For women the mobile addiction isn't as bad but still 38% of women said the phone was the first thing people noticed For women under age 18 - the phone was listed as the first thing to notice by 82%

Mobile consumption Breakdown? ChaCha interviewed 1,500 teens and young adults about their media habits. If forced to pick one device, 61% would take mobile, 18% the computer, 11% TV and 11% radio 68% of teens said SMS was their favorite way to communicate vs 10% voice calls, 9% facebook, 3% instant messaging and 0.3% said email

SMS? Pew reports in 2010 that 30% of American teenagers average sending over 100 SMS text messages per day

How much is that? Lets compare. There are 3,197,779 characters in total in Leo Tolstoi's massive novel 'War & Peace' If counting full-length 160 character messages, a teenager sending 100 SMS per day would type full text of 'War & Peace' in under 7 months!

Social? Astonishing finding from UK survey of youth 10% of youth think its ok to send SMS text messages while having sex, according to Retrovo research 49% say its ok to send messages while eating Survey by Acision of 2,000 smartphone owners in UK & USA found the following message use among the 18-35 year age group: SMS text messaging used by 94% Dedicated messaging apps like Skype and Twitter used only by 19% of this age group Social? Vodafone statistics at the annual Tel.Con conference: 74% check social networking from bed 41% check the mobile internet while on toilet 38% have settled a bet by finding answer on phone 23% have used mobile to check answer for pub quiz 23% access the mobile internet at the beach Nomophobia? Nomophobia first diagnosed in 2008 and is the fear of being without a mobile phone contact or connection A survey of 1,000 UK employed adults by SecurEnvoy found 66% fear losing their mobile phone. 41% carry two phones to prevent it 49% of UK adults have become upset at partner for spying on phone 41% of British mobile phone users have set a PIN code and 10% encrypt their phones to secure them Research from the Time Mobility Poll of 4,700 people in 8 countries found: 44% globally say the mobile is the first thing they see in the morning when they wake up, and the last thing they see at night before they fall asleep Copycat syndrome? You know if you yawn, others will also start to yawn I have been kidding that a fun thing to do if you're bored and in a crowded place, is to take out your phone and pretend to read a message, and watch how many others instinctively feel compelled to look at their phones University of Michigan study reveals that 39.5% of humans will do that with their phones, within 10 seconds of seeing someone else look at their phone

Mobile replaces? Survey by O2 in UK found that following devices are being replaced by smartphone: Alarm clock 54% Wristwatch 46% Camera 39% Laptop 28% Game console 11% Television 6% Books 6% 70:20:10 Rule by Coca Cola Coca Cola's Director of International Media, Gavin Mehrotra told MMA Asia Forum in May 2011 that for Coca Cola: "SMS is priority number 1" because only SMS reaches anyone. Coca Cola's Attila Weisz told MMA Forum New York in October 2011 and gave Coke rule for mobile advertising spending: Put 70% on mobile messaging Put 20% on mobile web Put only 10% on mobile apps

New business opportunity? Willer Travel is Japanese bus service. It used to have one website for both PC and mobile. After optimized: Click-through rates on mobile site increased by 150% Bus bookings on mobile site grew by 3 times! Future of Mobile is News? Associated Press Managing Editors held their annual conference in Denver in September 2011, opened it with shock statement: "Mobile is future of news." The APME CEO and President, Tom Curley said: "Media companies lost revenues with the internet but have a chance to change that with mobile."

What is the mobile market worth?

The mobile media global market grows at a massive 17% rate per year. Strategy Analytics reports that for year 2012, mobile media was worth $149.8 Billion Interestingly, advertising while it nearly doubled reaching $11.6 Billion in 2012, is still only a minor revenue stream for media on mobile, providing only 8% of the total media revenues on mobile

Some real-world examples Mobile sheep? Swiss researchers discovered way to detect when sheep are frightened from biological data like heartbeat etc. They created alert system that identifies accurately when sheep frightened, sends SMS to the shepherd The use in sheep-farming is if there is a wolf nearby. Wolf-detection system is primitive solution of 'reading our minds' and generating mobile traffic

Tombstone QR Code? So yes, Japanese idea to put QR Codes to gravestones is now in Europe The Guardian reports that a UK cemetary in Dorset uses technology so graveyard visitors can learn more about the deceased person and to see their web pages or Facebook page and leave comments etc The QR Code is done on a piece of granite or metal and added to the gravestone, at the cost of 300 UKP

Virtual Hitchhiker? Honda has fan club K-Tra 'virtual hitch-hiker' Real Honda motorcycle owners can sign up, their actual motorcycle movement will be providers of trips

Any Honda fans can create hitch-hiker avatar, and then place it anywhere in Japan to start hitch-hiking. Avatar will be on adventure visibile on mobile phone 20K users = 1.8M km travelled

Do it yourself stamps First done in Germany with E Plus and Postal Office selling stamps via mobile phone. Virtual stamp equivalent is by unique 12 digit code. You just print those 12 digits on your envelope and mail it.. Now Denmark and Sweden have also launched it Lays SMS campaign Pepsi's Lay's potato chips brand in India has run a digital media campaign across many media, but centered on SMS They invited fans to submit flavor ideas. Top 4 would be test-marketed. Winner would get money plus 1% royalty of every bag sold Received 1.3 million flavor suggestions 1M votes already (campaign still running) South Africa similar Lekkerflavor 187K entries Legally binding SMS Spain was the first country to accept an SMS messages as legally binding in contracts Turkey has joined that, SMS signatures are now also legally binding in Turkey Crowd sourcing using SMS Alan Moore, Author & CEO of SMLXL tells in his latest book 'No Straight Lines' the story of TxtEagle TxtEagle uses crowd-sourcing for service tasks such as translations, calculations, programing, text entry... Most employees are in Emerging World countries Projects are cut into bite-sized tasks that fit 160 characters of SMS text message Nigerian m-constutution The new Nigerian constitution was made into a mobile phone version, for Android, Symbian/Ovi, Blackberry and mobile web/WAP. It has been downloaded 330,000 times M-coupons The mobile coupon era is emerging. Juniper measured 5 Billion m-coupons were delivered in 2012, almost one m-coupon per mobile phone subscriber (per year). That number expected to to double now for 2013 Guinness Hidden QR

Guinness introduced promotional glasses with hidden QR codes. The QR codes would not be visible until beer is poured into the glass, then the QR codes would appear The QR codes led to various Guinness mobile websites, promotions, games and info about the beer If other beer (more yellow in color) used in same glass, the QR code won't show Ad concept by BBDO New York

Mobile the 7th Mass Media

What is the 8th mass media? Mobile has 9 unique benefits:1. 2. 3. 4. 5. 6. 7. 8. 9. Mobile is first personal mass medium Permanently Connected Always Carried Built-in Payment Channel Available at Creative Impulse Has Most Accurate Audience Info Captures Social Context of Consumption Enables Augmented Reality Offers Digital Interface (to real world)

Mobile is the first personal mass medium Do SMS Virtual Kisses Work? Research by WhatsYourPrice.com of 1,000 UK office workers found data about office relationships To add X at end of SMS text message means a kiss 55% of women and 60% of men who have had office romances, say it started from the X in the SMS 35% of women, 25% of men have had their innocent virtual kiss ie X - interpreted as sexual

If virtual kisses are sent prior to a first date, the chances of the date becoming intimate are near 90%

Axe/Lynx Virtual Peep Holes Axe/Lynx deodorant ran an experiment with QR code based 'virtual peep holes' in discos, restaurants, bars and clubs in Puerto Rico Inside the men's toilets, the men could use their cameraphones and 'see through the wall' to the womens' rest rooms and see videos of the women and what they do in there.. Result? 23% of target audience accessed the videos (and proof that all men are Peeping Toms) Mobile is permanently connected Coca Cola SMS: 45% Responses Coca Cola ran its Olympics-related "Move To The Beat" campaign on SMS in several countries. The campaign was Coca Cola's first global campaign that was 'centered' around mobile but using of course all major media Its main mobile element was SMS but also used QR Codes, mobile web and apps The campaign was particularly well run in Canada, where Coca Cola achieved 45% engagement rates - using SMS Steal the Car - Last to Have it Wins Mini campaign Sweden around the theme of car theft A virtual Mini was 'parked' in Stockholm Then participants were invited to go steal it - whoever got close enough would gain control of the virtual car Rivals would chase person, trying to grab the car. The game would show where the car was at any time Who had it in the end, won the actual Mini car Japanese version won best mobile ad of Japan award Only Mobile is always carried 79% consume news in China Research from the Time Mobility Poll of 4,700 people in 8 countries found: 79% of Chinese consume news via their mobile phones (vs 49% globally) 44% globally say the mobile is the first thing they see in the morning, and the last thing they see at night Courts Use SMS.. Subpoenas Kazakhstan has started to use SMS notifications to send court order subpoenas (to require witnesses to appear in court) in civil lawsuit cases, via SMS. If the intended person does not have a mobile phone, they will still use old paper-based forms

Mobile has a built in payment channel mBanking 48% of Kenya GDP M-Pesa by Safaricom is now 6 years old, with 15M users. Rival Airtel (ex Zain) has 3M users. Kenya pop 40M (26M age 18+) 69% of adults have m-banking account, 2.2x more than 'real' bank acct M-Pesa and Airtel have 75,000 merchants Central Bank of Kenya says average transaction now 32 USD and 2012 total Kenya mobile transactions worth 16.2B USD. Kenya's GDP is 33.6B USD So as of 2012, 48% of Kenya GDP runs via mobile Carrefour Mobile Shopping App Carrefour the big retailer in France has deployed its smartphone app to help shoppers find what have on their shopping list It seems innocent enough at the start - you can use it to create your shopping list - and to help you, you can use the 2D barcode scanner while in the store to easily add items to the shopping list But here is the magical benefit - you tell it which Carrefour store you will shop in, and the shopping list will be re-arranged in the order of the items in the shopping aisles! Similar also Albert Heijn in Netherlands What happens when we merge banking and shopping on mobile?

Camphone Shopping Home Plus

52% Changed Mind in Store! ComScore survey of US smartphone users found that 52% had changed their mind inside a store about what to buy, based on price-shopping they did inside the store, on their smartphone

Mobile is available at creative impulse Whose That Chick - In That Car? Finland's car-registration information has been available via phone for years, including owner and past history. Now a free iPhone and Android app will use cameraphone image recognition to recognize the license plate, then querie the database. Cost per querie between 3-7 Euros depending on info

Mobile measure audience accurately mHealth stats Pew has measured US consumer use of mHealth 52% of smartphone owners use the device as their pocket doctor, 8% of dumbphone users do so too That is 31% of all US mobile phone owners 19% of smartphone owners have installed at least one mHealth app on their device, usually dieting, exercise or weight apps While 80% of Americans use SMS, only 9% have received any SMS notices or alerts from their health providers

The Caloriephone NTT DoCoMo in Japan has introduced service for its cameraphones where the consumer just points his cameraphone at a dish and takes picture The operator's database will recognize over 1,000 items in Japanese cuisine and estimate the calories involved - and count the calories for the consumer Only mobile captures social context Obama 2012 SMS Volunteers The Obama 2008 campaign used social media and mobile very successfully. For 2012 they turbocharged their efforts. One of their most ingenious ideas was the recruiting of SMS volunteers on election day "Would you like to make one call to support President Obama today? We'll send you one phone number." Campaign achieved 10% conversion of targeted Obama supporters so out of 64M voters, about 6.4M made this call. If SMS activation results in 50% success in voting, 3.2M votes were generated this way - Obama's margin of victory was about 5M votes. Mobile enables augmented reality

AR Pages in Tesco Magazine Tesco in the UK has added Augmented Reality to many pages of its Real Food Magazine AR links go to videos helping prepare foods, recipes, and offer chance to purchases instantly, online Through 3 months of use, the AR interactive pages get consistently average clickthrough rates of 15% The best pages achieve 60% click-through rates

McDonald's AR in Australia

McDonald's in Australia launched TrackMyMacca as smartphone app to identify exactly ingredients of that specific burger and which Australian farm came from. Location-based tech (GPS) identifies restaurant Image Recognition identifies packaging of burger Augmented Reality then offers links to each ingredient and even shows face of farmer who owns the farm where it came from

Mobile offers digital interface SMS street light control A service called Dial4Light has launched the world's first remote control for street lights in Germany town of Lemgo (pop 42K) near Hannover & Dortmund Street lights on side streets are not turned on for the whole night. But if a consumer wants the lights on, they send a premium SMS message and get the lights on for 15 minutes, which costs 50 cents The town of Lemgo is saving 50,000 Euro per year in not necessarily spending electricity to keep lights on at night Car rental with NFC France-based Continental is launching a service for rental car companies to do phoneoperated car keys Smartphones with NFC to operate the keyless locks System on smartphones uses NFC and SIM card based security System also allows use of charging at electrical charging stations and logs their use

Augmented reality Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing ones current perception of reality. By contrast, virtual reality replaces the real world with a simulated one. Augmentation is conventionally in real-time and in semantic context with environmental elements, such as sports scores on TV during a match. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world Ikea AR Ads

Ikea Augmented Reality app that lets consumers to 'test' how furniture would appear in your home

Google streetview map overlay

The SixthSense augmented reality system lets you project a phone pad onto your hand and phone a friend -- without removing the phone from your pocket

Some useless stats: TomiAhonen Consulting provides exclusive ranking of world's largest corporations when measured by only their mobile industry revenues (removing other revenues). The top 12 are: 1 China Mobile*, China Operator $87B 2 Verizon Wireless**, USA Operator $75B 3 Apple iPhone**, USA Smartphones $74B 4 Samsung Galaxy**, S Korea Handsets $69B 5 AT&T Wireless**, USA Operator $62B 6 Vodafone Mobile**, UK Operator $60B 7 Telefonica Movil**, Spain Operator $55B 8 NTT DoCoMo*, Japan Operator $48B 9 T-Mobile**, Germany Operator $47B 10 Orange Mobile**, France Operator $46B 11 America Movil**, Mexico Operator $39B 12 Nokia Mobile**, Finland Handsets $37B Next week: mobile marketing Kim Dushinski author of Mobile Marketing Handbook issued 10 Commandments of mobile marketing: 1. Thou shall not send mobile spam 2. Thou shall only cause mobile action with QR codes 3. Mobilize thy site 4. Thou shall only create a mobile app if there is a valid reason to 5. Honor your mobile campaigns by marketing them fully and accurately 6. Mobilize thy email 7. Thou shall not ignore mobile, for thy neighbor won't 8. Thou shall provide relevant value 9. Obey the context in which your customers are interacting with you 10. Use only mobile when it is the right tool for the job

Assignment: Augmented reality may be considered the 8th mass media of the future. How does augmented reality compare to the previous 7 mass medias? What are the benefits? What are the limitations?