8 words, 10 slides, 24 stats to describe the state of mobile in Australia. Oh... and a few closing comments as well.

1. MOBILE AUSTRALIA
IN EIGHT WORDS
EVERYWHERE
SMART
FREE
FRIENDLY
NOISY
LOCAL
SHOPAHOLIC
UNDERVALUED
wayne aspland www.cutthrough.biz

2. wires... who needs ‘em2
wireless mobile is our leading internet access point
29m cable, 5%
other, 8%
mobile
mobile subscribers by end 2012 wireless, 49%
130%
dsl, 38%
mobile phone penetration
1: BuddeComm, Australia ‐ Mobile Communications ‐ Statistics and Forecasts 2012 2: Australian Bureau of Statistics, Internet Activity, Australia, Jun 2012

3. smart phones are everywhere... and their big brothers aren’t far behind
the percentage of australians who claim to have a smart phone or tablet at home
80%
smart phone tablet
75%
60%
59%
40% 47% 46%
44%
30%
20%
12%
0%
2010 2011 2012 2013 (intend)
Sensis e‐Business Report, August 2012.

4. the freedom to do what you want where you want (even if it’s a bit creepy)
the most popular places in australia people are sharing
60%
54%
adults teens
42% 43%
41%
40% 35%
34%
28%
19% 19%
20% 17%18% 18%
14% 13%
10% 11% 11% 10%10% 11%
8% 7% 6% 5%
4%
2% 2% 2%
0%
Intel Corporation. Mobile Etiquette 2012. Sept 5, 2012.

5. more comfortable
use facebook1 sharing information
online than in person2
small screen small talk so much for ‘me’ time
used mobile social networking in the last 12 months 1
mobile social frequency among users1
80% 40%
38%
60% 33%
61%
53%
40% 20%
39%
32% 16%
20%
7% 7%
0% 0%
2009 2010 2011 2012
1: AIMIA Mobile Industry Group, Australian Mobile Lifestyle Index, September 2012 2: Intel Corporation, Mobile Etiquette 2012. Sept 5, 2012.

6. think others divulge too much information online wish others practiced better etiquette with mobile device
australia’s pet peeves: mobiles are pushing our buttons too
80%
60% 73% 67% 66%
40% 56% 55%
52%
20% 36%
26%
19%
0%
texting or typing talking loudly in having the speaking about texting or typing talking while watching texting or typing taking up space
when driving a public volume too loud private matters in the company driving a car inappropriate while walking in in a public place
car in public in public of others content in a the street for an extended
public place period of time
Intel Corporation. Mobile Etiquette 2012. Sept 5, 2012.

7. mobile mapping users all going MAD2
they can’t stay away from their maps and directions
at least 5 times
less often, 13% a day, 6%
of smart phone users have of mobile internet users used maps
looked for local information1 at least once and directions in the last 12 months3
a day, 21%
at least once
a month, 39%
have taken action as a result1 at least once of mobile internet users used
a week, 21% satellite navigation in the last
12 months3
1: Google, Our Mobile Planet: Australia, May 2012 2: AIMIA Mobile Industry Group, Australian Mobile Lifestyle Index, September 2012 3: Sensis e‐Business Report, August 2012.

8. smart phones becoming the shopper’s best buddy. . . and they’re obedient to the smart phone’s commands. . .
of private smartphone users who use the internet in general: of private smartphone users who look for information*:
called the business or service 54%
have researched a product or service on their phone looked the business up on a
map or got directions to the 42%
business or service
visited the website of the
53%
business or service
look for local information at least once a week
visited a business (e.g. shop
50%
or restaurant)
made a purchase from a
28%
look for local information daily business in-store
made a purchase from a
26%
business online
Google, Our Mobile Planet: Australia, May 2012 * Private smartphone users who look at least less than once a month for information on their smartphones

9. only
of australia’s small and medium enterprises are advertising on mobile1
5%
only
of australia’s small and medium enterprises have developed a mobile app1
3%
only
forecast australian mobile advertising spend in 20132
36m
1: Sensis e‐Business Report, August 2012. 2: PricewaterhouseCoopers Media and Entertainment 2012 to 2016 Outlook. As reported in B&T, 20 July 2012

10. Over the last 15 years, there’s been a tendency for new marketing But there’s much more to the value of mobile than that.
technologies to evolve in a three-step pattern.
Mobiles and tablets are rapidly replacing large screen as the access
It begins with usage. The advertisers then follow. Finally, the point of choice.
advertiser platforms emerge. Sound a bit the wrong way around? They’re being used constantly. This means advertisers can reach
Well, it is. This lag between advertiser entry and value-creating consumers regardless of where they are... or, perhaps, because of
platforms is one of the reasons why many new digital media (e.g. where they are.
social media) struggle to justify their existence in the earlier years.
And mobiles tend to operate at the business end of the purchase
But mobile seems to be bucking this trend. It seems to have cycle, right when someone is looking to buy. People are using
skipped step two. In other words, mobile isn’t enjoying the technologies like mapping, search/local search and augmented
advertiser uptake it’s usage should justify, despite the availability reality as ways of making immediate purchase decisions.
of many ways to drive advertiser value from it. You get the sense that, over time, mobiles will be seen much more
as a broker than a brander.
In reality, mobile advertising spend is probably being
underestimated, as many media businesses are treating mobile as In the end, it would be fair to say that mobiles are a way of life, not
an add-on to digital spend. But even if this was accounted for, the just a technology.
spend would probably remain low.
They are fundamentally changing not just the way people use digital
The result is lost opportunity. As has often been said, mobiles are media but the way they live their lives.
the first truly personal advertising medium. They’re always on,
And though it may take a while, they will have a big impact on the
always with you and highly personalised. advertising world as well.