Mobile Technologies Guy Hoskins

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

A potted history…

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

Mobile in Africa

% of people by age who engage in mobile activities on a typical day Text messages Take a picture Play a game Access internet Instant messaging Get directions 642- Watch video 5311

% of teens who own a cell phone

How teens go online

The big players

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

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

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

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

 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

Nike ID

Dove – Wrinkled or wonderful?

Pontiac – Catch a G6

PlayStation – Resistance II

 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

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

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

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

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

Bridging the digital divide

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

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

Mobile DTV  Works with a moving target  The Tivit

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

Mobile Banking