Tata AIG General Insurance Company - Insurer Innovation Award 2024
The Future of digital ?
1. Fig. 1
Despite being the “hot” new mobile OS, it’s
lost almost half of its share
They’re counting on getting the world’s largest
Martin Jordan – Marketing Director - Equator
dumbphone supplier on side – Nokia
And their new version – Mango
Brought to you by Equator and The Chartered Institute of Marketing
2. Who on Earth is Equator?
We know what makes your customers click.
3. Who am I?
Marketing Director of said large full-service digital agency
Almost 20 years online
» Been social networking online since 1992
» Built my first website in 1994
» Built my first web server in 1995
» Thesis written on Marketing on the Internet in 1996
Never looked back!
» Been doing internet marketing and spending too much time online ever since
We know what makes your customers click.
4. What you’ll get out…
What’s innovative…
What you can predict…
What might work…
What’s yet to happen…
When you should jump in…
When you should bail out…
We know what makes your customers click.
5. So much to choose from….
There is no faster moving sector than digital technology
» Computing capacity per £ doubles every 2 years
» Internet bandwidth capacity doubles every 2 years
» Available digital storage doubles every 2 years
» And then there’s...
» Miniaturisation
» Screen resolution
» Compression
With all of this going on, predicting what we’ll do with this new technology is a challenge
We know what makes your customers click.
6. Predicting the future
There is no shortage of ideas and enthusiasm in digital
There are hundreds of aspiring digital start-ups
» Have you heard of Zynga, Yandex, Taobao, HomeAway?
However, it remains a rollercoaster sector
» You can get it very right (ask Sergey and Larry)
» You can get it very wrong – ask these people…
We know what makes your customers click.
7. Bad predictions can cost billions…
$300Mn invested
Worthless in under a year
$135Mn invested
Liquidated in 18 months
Valued at $44Bn in 2008
Now valued just $16Bn Bought for $580Mn in 2005
Valued at $12Bn in 2007
Sold for £35Mn in 2011
We know what makes your customers click.
9. It all boils down to...
We know what makes your customers click.
10. Social
We know what makes your customers click.
11. Social futures
There’s no doubt the digital world is getting more social
New technologies allow the web page to become interactive and two-way
Facebook is now the #2 site in the UK and continues to consume user minutes
Twitter now has its 170 millionth (active) user
And messenger tools continue to grow
We know what makes your customers click.
12. Social
We know what makes your customers click.
22. Detecting the next big thing…
To spot the next big thing in Social is not always obvious
Logic dictates it needs to have a revenue stream
The online world expects your service to be free and ubiquitous
Build now – pay later
User adoption does not necessarily make for a sustained product
Mobile is the biggest growth area for social and what comes to mobile will shape social…
We know what makes your customers click.
23. Mobile
We know what makes your customers click.
24. Mobile futures...
2 billion people worldwide will own at least one smartphone by 2015
Mobile commerce is set to be worth £19Bn by 2021
17% of the UK population rely on their mobile for broadband access
53% of users are watching TV at the same time as browsing on their Mobile
Nearly half (47%) of UK teenagers own a smartphone Parks Associates, May 2011
IAB , June 2011
Newzoo BV "2011 National Gamers Survey", July 2011
Merkely and Partners, August 2011
Ofcom, August 2011
We know what makes your customers click.
25. Mobile
We know what makes your customers click.
40. Detecting the next big thing…
To understand trends in mobile you need to appreciate how fast it moves
Market is increasingly fragmenting and profit is driven by those with end-to-end solutions
Move from focus and profits coming from hardware to software
Market is fickle and changes fast
What Apple and Android do will continue to be the driving force over the next 18 months
What will define the bigger picture is Internet ubiquity…
We know what makes your customers click.
41. Ubiquity
We know what makes your customers click.
42. Net futures
Cloud computing
Free access everywhere
Internet in every device
Content on demand
This isn’t a case of what’s hot…
» EVERYTHING will be HOT!
We know what makes your customers click.
43. How to stay on top of it…
Right now, software, services, hardware and systems are disparate and competing
IOS is in a battle with Android for supremacy (and Windows and RIM)
Apple is a patent and copyright scrum with Samsung, HTC, Motorola, Google and
probably you!
Twitter, Facebook, FourSquare, Gowalla, GetGlue and so on all want your exclusive
attention
Your home computer, phone, tablet, television, microwave and car are not really
communicating
None of it is joined up…
We know what makes your customers click.
44. How to stay on top of it…
To know what will succeed, you have to understand how it can all come together
Social, mobile and internet ubiquity are all linked and each a product of the other
When the hardware and the software converge and share common goals it will become
truly sticky
The lines between devices will become blurred
When there are no limits to where or how you connect and your “stuff” is everywhere
When the price of such things are truly in the reach of the masses
We know what makes your customers click.
45. Get on board…
Facebook – yesterday
Mobile – the day before that!
Responsive web design – today
Tablets – no longer niche and about to get BIG
Near field communication – just around the corner
Internet everywhere –A year or two yet
We know what makes your customers click.
46. Thanks for listening
Happy to take more questions online afterwards…
Email: martin@eqtr.com
Twitter / Skype : martinwjordan
MSN / Google Plus / Facebook / : martinwjordan@gmail.com
Or by ye olde telegraph lyne: +44 (0)7841 711212
We know what makes your customers click.
