Keynote speaker, auteur en CEO van het Mobile Future Institute Chuck Martin neemt je mee in de wereld van “The third screen”. Een inspirerend verhaal over de opkomst, de kracht en mogelijkheden die het mobiele kanaal met zich mee brengen. Een spreker van formaat die speciaal voor 123mobileday naar Nederland komt op 12 december 2012.

1. 123MobileDay
Amsterdam
December 12, 2012
Chuck@MobileFutureInstitute.com
Twitter: @ChuckMartin

3. The Market
Technology
Behavior

4. Evolution of Move to Consumer Centric
• One to Many: Network TV
• Time-Shifting – (VCR)
• Auto-Content Selection & Shifting (TIVO)
• Ubiquitous Access to Information (Web)
• Easy Access to All Information (Yahoo, Google)
• The Age of the Tethered Consumer

5. The 3 Screens
5+ Billion
Mobile
Phones
2 Billion
1 Billion
Television
PC
First Screen Second Screen Third Screen

6. The Third Screen: Mobile
Number doubled in last 5 years
87% of entire world population
The Age of the Untethered
Consumer

8. The Third Screen: It’s Global
105 countries: cell phone penetration
exceeds 100% of population
Saudi Arabia:
Pop: 26 mil – Cell phones: 54 mil
Hong Kong
Pop: 7 mil – Cell phones: 15 mil
Netherlands
Pop: 17 mil – Cell phones: 20 mil (119%)
ITU

9. The Third Screen: US
328 million cell phones in US
104% of total population
32% of US households: cell phone
only
55% of mobile phones in US are
smartphones (58% in Netherlands)
62% smartphones 25-34 group
CTIA Wireless, MMA, CWTA,NHIS, Telecompaper, GSMA, Nielsen

10. Smartphone Penetration: Europe
Spain 55%
UK 55%
Italy 45%
France 45%
Germany 41%
Source: comScore

11. Characteristics of Mobile
• It’s Personal
• Multi-faceted Communications Capability
• Time, Location, Supply, Demand
• Standing Up Medium
• Installed Base
• Ramp-up Speed
• Self-Service Platforms
• Call-to-Action Capability
• Mobile Ecosystem (devices, carriers, etc.)
• Pull vs. Push Medium

12. The 2 Worlds of Mobile
• UPT= Using Phone Technology
• USPT = Using Smartphone
Technology
UPT vs. USPT
• Mobile Web vs. Creating Application
• SMS (Texting)
• MMS (Multi-media communications)

13. Create New Types of Interactions

14. Group Chat: Groupme

15. International Communication: Viber

16. Create Remote Capabilities

17. Mobile Opportunity: SMS
• 2007: 1.8 Trillion SMS text messages sent
worldwide
• 2011: 7 Trillion SMS messages sent
worldwide
• 200,000 text messages every second
• US subscribers send 696 messages a
month
• US teens send 3,300 texts a month
• 2016: SMS to hit 9 trillion
ITU, Nielsen, Mobile Future Institute, Chetan Sharma Consulting, ABI Research

18. Mobile Opportunity: MMS
Using MMS (Multi-Media
Messaging Service). Can Include
Text Messages, Video, Photos,
Documents, etc.
Provide video content
-- Majority of those with smartphone
apps watch video clips

19. Smartphone Users:
Text more
Use the Internet more
Play more games
Use more applications
Listen to music
Watch video more
79% of smartphone owners use them to
help while shopping
Sources: From The Third Screen, Google /Ipsos

20. Behavioral Changes of Mobile
Location Based
Location Drivers
-- Coupons.com
-- mobiQpons
-- Zip2Save

21. Behavioral Changes of Mobile

22. Behavioral Changes of Mobile

23. Behavioral Change: CUNA Mutual

24. Behavioral Change: Indeed Jobs

25. Behavioral Change: Indeed Jobs

26. Behavioral Change: Indeed Jobs

27. Behavioral Change: Indeed Jobs

28. Behavioral Change: Indeed Jobs

29. Behavioral Changes of Mobile
Location Based
Location Drivers
Location Magnets
Location Activators
-- We Reward
-- Placecast
-- Shopkick

30. Behavioral Changes of Mobile
LBS -- Location Based Services
Mobile Goes Social
Foursquare
Facebook

31. The World of
Apps & Brands

32. Job Searching: Monster

33. Job Searching: Monster Netherlands

34. The Rise of the 2D Barcode

35. Track Cards, Rewards Cards

36. Track Cards, Rewards Cards

37. Barcode Behavior: Starbucks

38. 2D Barcode Tracking

39. 2D Barcode: Opt-in

40. The Age of Mobile
Facilitation

41. Facilitating Payments: Square, Payfirma

42. Recruiter Facilitation: Carerix, Maddle

43. The One-Tap: Google Wallet

44. Opportunity in Mobile
− Benchmark candidates’ mobile usage
− Test & Learn
− Measure & Analyze
− Leverage Geo-location
− Add value to candidate experience
− Think Service (make life/work easier;
entertain)
− Think Facilitation
− Avoid Bright Shiny Object Syndrome

45. Chuck@MobileFutureInstitute.com
Twitter: @ChuckMartin