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© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
Simon Van Wyk – HotHouse
Patrick Cusack – HotHouse
Lucas Challamel - NetBiscuits
Making Sense of the Mobile Web
MOBILE MARKETING
The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. "Everything else is secondary”
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
CHANGE LIKE NEVER BEFORE
YouTube trashed Hollywood. In 2005, it did not exist. Google bought it for $1.65 billion and Viacom is suing it for $1 billion—and both for the same reason: it has utterly disrupted the status quo of audience behavior
Skype trashed phone company revenues – particularly long distance. Broadband – is about to land many new TV services. Facebook – is connecting the globe
Record Industry gone – well nearly Craig’s List – Trashed newspapers classified revenues
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
Then & Now
June 15, 2010
The internet is the change agent
2000 >> 2010adults who use the internet
have broadband at home
own a cell phone
connect wirelessly
use “cloud”
tech social networkers
NOW: faster, mobile
connections built around
outside servers and
storage
THEN: slow, stationary
connections built around my computer
46%
5%
50%
0%
0%
<10%
79%
64%
82%
59%
>66%
48%
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
AUSTRALIAN ONLINE POPULATION IN 2010
Over 17 million Australians are online
9 in 10 have broadband at home
THEY SPEND
22h hours online15 hours watching TV10.3h listening to radio
3.4h and 2.1h reading newspaper and magazines
Source : Nielsen online consumer report Feb 2011
40% use Internet while watching TV
They look at 92 domains and 3,029 pages
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
AGENDA
Key Themes 2015:
1.NetBiscuits – Mobile Internet
2.RhoMobile – Building Apps
Numbers
MOBILE INTERNET
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
SO WHY SHOULD WE CARE?
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
2010
AUSTRALIANS ARE SEARCHING MORE FROM MOBILE DEVICES
Source: Google Internal Data, based on a basket of 20,000 keywords
iPhone
iPhone 3G
Android G1
Blackberry Storm Palm Pre
iPhone 3GS
Android myTouch
Android Nexus One
Moto Droid & Eris
2008 2009
3,000% + growth in 3 years
12% of all Google queries in Dec 2010 came from mobile devices
Mobile web adoption 8x faster than the desktop web
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
PEOPLE USE THEIR
PHONE DIFFERENTLY
Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
AND THEY USE IT CONSTANTLY
THROUGHOUT THE WEEK
Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010
Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile
Mobile Search QueriesDesktop Search Queries
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
MOST OF THE ACTIVITY ON
MOBILES IS NEW.
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
IT’S NOT JUST IPHONE.
© Copyright 2010 HotHouse Interactive WWW.HOTHOUSE.COM.AU
LARGELY DRIVEN BY SOCIAL MEDIA.