Allen Kalman has 20 years of publishing and producing experience in print, online, mobile, interactive television and emerging platforms. At both ABC/Disney and Fremantle Media, he led digital production for brands such as Who Wants to Be a Millionaire, Baywatch, and American Idol. He has also produced mobile projects for CBS, MTV, NBA and Lifetime Television. Currently Al runs AKMG, a consulting firm that develops new products for the digital space, including the recently launched Abraham Lincoln: Vampire Hunter iPhone app for FOX Films. He’s also on a mission for the perfect pizza as founder and critic at PizzaSnobo.com. Email him at alkal@alkalmedia.com. Follow him at @Al_Kal or @PizzaSnobo.

1. The Mobile Landscape
mPulse
www.alkalmedia.com

2. The Mobile Landscape
mPulse

3. The Mobile Landscape
mPulse

4. The Mobile Landscape
• Smartphones
• Tablets
• SMS
• QR Codes
• Apps
• Games
• Mobile Web
• Mobile Video
• Social Media
• m-Commerce
• Advertising
• More!

5. U.S. Subscribers

6. Current Handset Sales

7. Subscribers and Operating Systems

8. Subscribers and Operating Systems

9. Past 3 Months
iPhone = 48%
Android = 47%
•Source: Kantar Media

10. Mobile Phone User Activities

11. Tablets

12. Tablet Usage

13. Connected Device User Activities

14. SMS – Did AMERICAN IDOL
teach us how to text?

15. 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

16. 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

17. Mobile App Downloads

18. Popular App Categories

19. iPad or Android?

20. Mobile Install Base

21. Mobile App Revenue

22. Apple Dominates Video Usage

23. 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

24. 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

25. 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, coupons
Revenue:
Free Game
Premium upsell to Firemint game
All other VW games are free

26. Discovery

27. The Mobile Web

28. The Mobile Web

29. The Mobile Web

30. News Consumption

31. Web VS. Mobile Web
SPORTS
VS.

32. Web VS. Mobile Web
ARTS
VS.

33. The Mobile Web – Case Study
Brand:
Weather Channel
Headlines:
•Weather Channel generate more traffic
from mobile than traditional browsers
•1.8 billion monthly visits
•32 million visitors
Revenue:
Mobile Advertising
Premium apps also available

34. Cross-Platform Donations –
SMS, iPhone, QR, Web
Brand:
Coca-Cola & World Wildlife Fund
Headlines:
•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

35. Mobile Video

36. Long form video

37. On Demand Services

38. YouTube Channels

39. Social Media Players

40. King Facebook

41. Twitter – Not Really Mainstream

42. Instagram & Photo Sharing

43. Social TV

44. Social TV

45. Mobile Advertising

46. 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

47. Thank you
Al Kalman
917-783-2326
al@alkalmedia.com
Twitter: @Al_Kal