Maximizing Your Mobile Mojo

HELLO

October 17, 2011 // PRSA 2011 INTERNATIONAL CONFERENCE // Orlando, FL

@daveﬂetcher // TheMechanism.com

Dave Fletcher



@daveﬂetcher



#mobilemojo



A Brand-Focused
Digital Agency



Founded in
August 2001



Stephen Baker
MAY 16, 2001
The Wireless Web, with Strings Attached

“Computer makers like
Apple need to get into
phones...”



Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

The Mechanism, NYC


Source: Morgan Stanley
http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

Maximizing
Your Mobile Mojo


Motorola DynaTAC 8000X

Maximizing
Your Mobile Mojo



What do You
Carry With You?



Keys,
Money,
Mobile Phone.



http://www.youtube.com/watch?
v=_uqX4-xvfQo&feature=related

Viper Remote Starter


http://www.viper.com/

v=5s9wYEkRAgs

Google Wallet


http://www.google.com/wallet/
Google Wallet currently being pushed out through Nexus S 4G on Sprint only - google phone.


Directed Electronics, a car security company, has unveiled an iPhone application that remotely unlocks a user's car and also
starts it. The app also uses cell phone signals to work, meaning it doesn't have to be in close range.
While the application is free, Directed Electronics sells some hardware necessary for the app to work. This hardware costs
hundreds of dollars to get installed on your car.
http://www.google.com/wallet/
http://link.schlage.com/Pages/home.aspx
NTT DoCoMo has been offering a Japanese “mobile phone wallet” since 2004

Google Wallet currently being pushed out through Nexus S 4G on Sprint only - google phone.

Keys, Calendar,
Money, Email,
Phone, Social Media,
Camera, Shopping,
Video Recorder, GPS,
Music, etc...



Headlines



Monday 10/10
Wednesday 10/12

Tuesday 10/11



“It’s been my goal, to
provide reliable real-time
communications around
the world. We did not
deliver on that goal this
week. Not even close.”

Mike Lazaridis
RIM founder and co-CEO



RIM

15

10

5

0
Q1/2007 Q1/2008 Q1/2009 Q1/2010 Q1/2011


http://www.bgr.com/2011/09/16/blackberry-market-share-in-q2-may-have-hit-single-digits/

Based on Millions of shipments per quarter


Apple iPhone 4S Lines - NYC

RIM Apple

20

10

0
Q1/2007 Q1/2008 Q1/2009 Q1/2010 Q1/2011


http://www.bgr.com/2011/09/16/blackberry-market-share-in-q2-may-have-hit-single-digits/

Based on Millions of shipments per quarter

RIM Apple Samsung Nokia

30

20

10

0
Q1/2007 Q1/2008 Q1/2009 Q1/2010 Q1/2011


Google’s Android operating system is the most popular in the nation. It bests Apple, Nokia,
Windows, and RIM when it comes to subscribers. But, aside from the Nexus S, Google does
not manufacture the phones on which Android operates.

Mobile Mojo is
Understanding
the Current
Mobile Landscape



In 2009, 60% of the humans on earth
are reported by the UN
to possess a cellular telephone

75% of those humans are in
developing countries


http://www.vagabondjourney.com/travelogue/how-many-cell-phones-in-the-world/

Of the World’s 4 Billion Mobile Phones
1/4 used today are Smartphones

3 Billion are SMS Enabled




http://www.comscore.com/Press_Events/Press_Releases/2011/10/
Smartphones_and_Tablets_Drive_Nearly_7_Percent_of_Total_U.S._Digital_Trafﬁc

Everyone Doesn’t Have
a Smartphone



96.5% of Global Mobile
Users don’t have
an iPhone


http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

Smartphones and Tablets Drive Nearly
7% of Total U.S. Digital Traffic

80% of all tablet trafﬁc in the
U.S. comes from iPads


http://www.comscore.com/Press_Events/Press_Releases/2011/10/
Smartphones_and_Tablets_Drive_Nearly_7_Percent_of_Total_U.S._Digital_Trafﬁc

Top Tablets

Manufacturer
80

60

40

20

0
iPad Samsung Galaxy Archos Dell Streak HP Other

Source: ClickZ


http://www.onlinemarketing-trends.com/2011/08/statistics-on-tablet-usage-top-3-trends.html
http://www.clickz.com/clickz/stats/2082314/-adults-tablet-devices

Top Smartphone Operating Systems

April-11 July-11
50

37.5

25

12.5

0
Android iOS RIM Microsoft Symbian

Total U.S. Smartphone Subscribers Ages 13+
Source: comScore MobiLens


82.2 million people in the U.S. owned smartphones during the three months ending in July
2011, up 10 percent from the preceding three month period.

Top Smartphone Platforms

April-11 July-11
30

22.5

15

7.5

0
Samsung LG Motorola Apple RIM

Total U.S. Smartphone Subscribers Ages 13+
Source: comScore MobiLens


82.2 million people in the U.S. owned smartphones during the three months ending in July
2011, up 10 percent from the preceding three month period.

Mobile Mojo is
Understanding
the History
of Mobile




Dr. Martin Cooper
On April 3, 1973, Martin Cooper, a Motorola researcher and executive, made the first analogue mobile phone call using a heavy prototype model. He called Dr. Joel S. Engel
of Bell Labs. In 1973, when Motorola installed a base station to handle the first public demonstration of a phone call over the cellular network, the company was trying to
persuade the Federal Communications Commission to allocate frequency space to private companies for use in the emerging technology of cellular communications. After
some initial testing in Washington for the F.C.C., Cooper and Motorola took the cellular phone technology to New York to demonstrate it to reporters and the public. On April 3,
1973, standing on Sixth Avenue in New York City near the New York Hilton hotel, Cooper made a phone call from a prototype Dyna-Tac handheld cellular phone before going
to a press conference upstairs in the hotel. The phone connected Cooper with the base station on the roof of the Burlington House (now the Alliance Capital Building) across
the street from the hotel and into the AT&T land-line telephone system. As reporters and passers-by watched, he dialed the number and held the phone to his ear. That first
call, placed to Dr. Joel S. Engel, head of research at Bell Labs, began a fundamental technology and communications market shift toward making phone calls to a person
instead of to a place. This first phone weighed about 2.5 lb (1.1 kg).[4][5] It was the product of Cooper's vision for personal wireless handheld telephone communications,
distinct from mobile car phones. Cooper has stated that watching Captain Kirk using his communicator on the television show Star Trek inspired him to develop the handheld
mobile phone


Captain Kirk!

The First Smartphones


Grounded in Tactile Design Aesthetic - the modern smartphone began to converge several
communications services into a single network.


Simon Personal Communicator - 1994
In 1994, IBM and BellSouth introduced a combination phone and PDA called the Simon Personal Communicator. Often touted as the ﬁrst smartphone,


Nokia 5510 - 2001
This phone featured a full QWERTY keyboard. It could also store up to 64mb of music.


Nokia N-Gage - 2003
Nokia’s answer to the Game Boy advance, this phone/games system had a couple of award winning titles before it succumbed to its clunky interface design.


Nokia 7600 - 2004
One of the ﬁrst 3G smartphones by Nokia, still one of the lightest and smallest.


BlackBerry 7250 - 2005


iPhone -January 2007


LG Viewty - 2007
A phone ﬁrmly focused on visuals. DivX Certiﬁed playback and 5 megapixel digital camera with Schneider Kreuznach optics are just a couple of the features of this simply
designed phone.


HTC Dream - 2008
The HTC Dream was released in the US on 22 October 2008


Sony Ericsson W760i - 2008
Includes the “Sensme” music feature, as well as all of the other features from the Walkman phone brand.


LG Versa - 2009
Comes with an attachable QWERTY keyboard and a virtual keyboard on the touch screen.


Sidekick LX 2009
This 3G incarnation of the Sidekick includes improved support for social networking applications.


Palm Pre - 2009

Big in Japan




Casio 001
This sports model features a touch panel for interactive gaming and music.


S001 Sony Ericsson Cyber-Shot
This phone screams elegance. Oh, and it has the world’s ﬁrst 3.3″ full OLED WVGA display and an 8.1 megapixel camera. Not that we’d want all that fancy stuff in North
America.

327.6 Million Active Mobile Devices

315 Million People living in the U.S.


Mobile Devices means mobile, tablets and laptops combined.

http://www.techspot.com/news/45851-survey-connected-mobile-devices-outnumber-
people-in-us.html

How do you Optimize
Your Mobile Site
for all Phones?



Simplify



How do I Convert
Mobile Visitors into
Loyal Customers?



Provide Content
Designed and Delivered
Speciﬁcally for them



WHO
is your Audience?

WHERE
are they accessing your content?

WHAT
do they need?



Should my Company
Produce a Mobile App
or a
Mobile Website First?



Depends



Moble App
vs.
Mobile Website



Viewport, Bandwidth, Context

Mobile App
More Control over Device

Can be Used Oﬄine

Monetize




Mobile Website
Control of Device is Catching up

Networks are Getting Faster

Universal
(on modern smartphones)



http://myok12.wordpress.com/2011/06/29/native-vs-html5-
application-development/

Malkin Properties
MOBILE REDIRECT



My Morning Jacket
MOBILE APP



If Not You, Who?
RESPONSIVE DESIGN



http://www.alistapart.com/articles/responsive-web-design/

Source: Morgan Stanley
http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

Mobile Mojo
Helps You to
Predict the Future



Technically Savvy
Audience is getting older


http://www.geekologie.com/2009/11/this-isnt-your-grandmas-cell-p.php


http://www.geekologie.com/2009/11/this-isnt-your-grandmas-cell-p.php

Siri


http://www.apple.com/iphone/features/#siri

v=43CD4pMlBkQ

v=APE8M9MeOWA

Babies with iPads


http://www.youtube.com/watch?v=43CD4pMlBkQ
http://www.youtube.com/watch?v=APE8M9MeOWA


http://themechanism.com/clients/ford-foundation.php

v=orPYB741sqY

Mobile Technology 2011


http://www.youtube.com/watch?v=orPYB741sqY

GOODBYE



THANK YOU!



Maximizing Your Mobile Mojo

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