1. Mobile Technologies Guy Hoskins

2. “A remote controller for people’s lives” Lugano, 2007  Development  Use statistics  Business case studies  Future directions  Discussion

3. A potted history…

4.  1G – 1973  2G – 1991  3G – 2001  4G - ?

6. Mobile in Africa

7. % of people by age who engage in mobile activities on a typical day 18-2930-4950-6465+ Text messages 7451235 Take a picture 372093 Play a game 151232 Email211893 Access internet 251662 Instant messaging 171252 Get directions 642- Watch video 5311

8. % of teens who own a cell phone

9. How teens go online

10. The big players

11. And there’s an app for that…  Apple app store Apple app store Apple app store  Mobile Fringe Mobile Fringe Mobile Fringe

12.  The Google-verse  Android Android  Buzz Deck Buzz Deck Buzz Deck

13. Mobile Social Networks  Yelp Yelp  Flagr Flagr  Places-to-do Places-to-do  Socialight Socialight

14. Mobile Advertising  Global mobile advertising revenue 2009 - $530m (Gartner, 2009)  2013 - $13.5b (Gartner, 2009)  Obstacles  Privacy  Metrics  Carriers become ‘dumb pipes’

15.  1 – Respect the end user  2 – Take advantage of existing resources  3 – Understand the ecosystem  4 – Identify your target audience  5 - Integrate a cross-media campaign  6 – Keep it simple! Mobile Marketing Mantra

16. Nike ID

17. Dove – Wrinkled or wonderful?

18. Pontiac – Catch a G6

19. PlayStation – Resistance II

20.  Mobile metrics:  Total Pageviews: 238,000 Total Homepage Views: 170,000 Total Video Views: 27,000 Total Gallery Views: 28,000 Free Wallpapers: 7,000 Wallpaper downloads: 5,000

21. Axe – Booty Tones  Ring tone giveaway Ring tone giveaway Ring tone giveaway

22. Tohato – World’s worst war  Ouch! Anal Torture Factory Ouch! Anal Torture Factory Ouch! Anal Torture Factory

23. Nike Air 360 - Awake  Request celebrity athlete wake-up calls  8 week campaign  Exceeded target participation by 300%

24. Not for Profit  Red Cross – Haiti - $2m in two days  MW4D MW4D  Mobile Active Mobile Active Mobile Active

25. Bridging the digital divide

26. Location Awareness  Powered by GPS  New dimension to social networking  Massive advertising potential  Brightkite Brightkite

27. Near Field Communication  Data exchange over short distance  Mobile ticketing in public transport  Mobile payment  Smart poster  Bluetooth pairing

28. Mobile DTV  Works with a moving target  The Tivit

29. QR Code  Highly developed in Japan/S.Korea  Phone scans image, directs to URL

30. Mobile Banking