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Future Local Webinar Nov12

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Ben Allen
Ben Allen
TechnologieBusiness
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“ The Future of Location on Mobile Devices: LBS, Apps & Monetization ” Greg Sterling Internet2Go November 12, 2009
Opus: Internet2Go ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile Brings Local into Focus ,[object Object],[object Object],[object Object],[object Object]
Source: Opus Research, comScore, CTIA, Nielsen, US Census Bureau (2009) Populations: Offline, Online, Mobile 4 Major US Carriers: 250M subs approx. Mobile Internet: 70M 4.1B texts DAILY 30% of Verizon W revs data
Pew: % of all US adults going online via mobile Pew Internet & American Life Project: March, 2009 n=2,253 US adults 53% of smartphone owners report using mobile Internet “ at least once a day ” Opus Research, 3/09 Mobile Web Usage Frequency
Content: Smartphone Users Source: Universal McCann/AOL Study: “Smart Phone, Smart Marketing” June, 2009 ,[object Object],[object Object],[object Object]
[object Object],[object Object],Local Content Access Methods Subscribers Accessing Local Mobile Content* by Access Method Three-Month Average Ending June 2009 vs. June 2008 Number of Mobile Subscribers (MM) Jun-08 Jun-09 Y/Y Percent Change Any Access Method 24.3 34.1 40% Browser 17.9 21.7 21% Application downloaded to phone 6.0 13.7 127% SMS 7.6 9.6 27%
Big Online Local Brands  Mobile
Mobile (Web) Search Web search on mobile generally resembles PC-based search; market share hierarchy is directionally the same as on PC.
Locally Oriented Apps Source: Skyhook Wireless, Oct. 2009
The Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
‘ Local Search’ Mostly the Same Most YP apps offer the same experience as PC, although it’s starting to evolve
Experimentation Happening ,[object Object],[object Object],[object Object]
Search  Browse, What’s Nearby?
Ask a Human This is “real time” WOM or “social search”
Fickle Users Apps downloaded but often abandoned quickly
Monetization: Many Scenarios ,[object Object],In app advertising Display on mobile Web Traditional SEM
Trends in Local-Mobile ,[object Object],[object Object],[object Object],[object Object],[object Object]
MOBILEPEOPLE 2009 MOBILE LOCAL KEY THEMES, TRENDS, THOUGHTS FROM MOBILEPEOPLE
TOP 5 MYTHS ABOUT MOBILE LOCAL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MobilePeople © 2009 THINGS THAT ARE NOT NECESSARILY TRUE ON THE SURFACE
PRESCRIPTIONS FOR SUCCESS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MobilePeople © 2009 WAYS TO COMBAT THE MOBILE LOCAL “MYTH” GREMLINS
PRESCRIPTIONS FOR SUCCESS (cont) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MobilePeople © 2009 WAYS TO COMBAT THE MOBILE LOCAL “MYTH” GREMLINS
NEXT BIG THINGS IN MOBILE LOCAL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MOBILE PEOPLE © 2009 TOLDBODGADE 12, 1253 COPENHAGEN K, DENMARK LONDON - COPENHAGEN - DENVER - MELBOURNE
Q&A ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],To receive a copy of this slide presentation: [email_address]

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Future Local Webinar Nov12

  • 1. “ The Future of Location on Mobile Devices: LBS, Apps & Monetization ” Greg Sterling Internet2Go November 12, 2009
  • 2.
  • 3.
  • 4. Source: Opus Research, comScore, CTIA, Nielsen, US Census Bureau (2009) Populations: Offline, Online, Mobile 4 Major US Carriers: 250M subs approx. Mobile Internet: 70M 4.1B texts DAILY 30% of Verizon W revs data
  • 5. Pew: % of all US adults going online via mobile Pew Internet & American Life Project: March, 2009 n=2,253 US adults 53% of smartphone owners report using mobile Internet “ at least once a day ” Opus Research, 3/09 Mobile Web Usage Frequency
  • 6.
  • 7.
  • 8. Big Online Local Brands  Mobile
  • 9. Mobile (Web) Search Web search on mobile generally resembles PC-based search; market share hierarchy is directionally the same as on PC.
  • 10. Locally Oriented Apps Source: Skyhook Wireless, Oct. 2009
  • 11.
  • 12. ‘ Local Search’ Mostly the Same Most YP apps offer the same experience as PC, although it’s starting to evolve
  • 13.
  • 14. Search  Browse, What’s Nearby?
  • 15. Ask a Human This is “real time” WOM or “social search”
  • 16. Fickle Users Apps downloaded but often abandoned quickly
  • 17.
  • 18.
  • 19. MOBILEPEOPLE 2009 MOBILE LOCAL KEY THEMES, TRENDS, THOUGHTS FROM MOBILEPEOPLE
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. MOBILE PEOPLE © 2009 TOLDBODGADE 12, 1253 COPENHAGEN K, DENMARK LONDON - COPENHAGEN - DENVER - MELBOURNE
  • 25.

Notes de l'éditeur

  1. Target audience: What is their demographic profile? What sort of devices do they own? (look in your server logs, do some research, etc.) Determine what your solution needs to do? - Do you need a specific function on the device? Are you doing something that would require an application, a specific phone? Alerts, Compass?
  2. Target audience: What is their demographic profile? What sort of devices do they own? (look in your server logs, do some research, etc.) Determine what your solution needs to do? - Do you need a specific function on the device? Are you doing something that would require an application, a specific phone? Alerts, Compass?