View
338
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Mobile/Apps
Barbara FronteraGary GelbMary Ann McGinley
Background
the consumer is moving from desktop/web to mobile/app. we've talked about this transition ad nauseam on this blog. it is the single biggest megatrend in the consumer internet space right now. most new consumer internet startups need to build for iOS, Android, and web at the same time. it is making the startup more expensive and time consuming. distribution is much harder on mobile than web and we see a lot of mobile first startups getting stuck in the transition from successful product to large user base. strong product market fit is no longer enough to get to a large user base. you need to master the "download app, use app, keep using app, put it on your home screen" flow and that is a hard one to master.
http://www.avc.com/a_vc/2012/11/what-has-changed.html/
Fred Wilson, Union Square Ventures, November 25, 2012
Background
• According to the AOL BBDO Insights Now! study 68% of mobile minutes are actually spent at home. The chart indicates categories and time of usage.
Background
• In November 2012 Flurry measured over one trillion events from over 250,000 applications created by more than 85,000 developers, and over 60 billion sessions.
• The chart below indicates the growth of the app economy since 2008. Source: http://blog.flurry.com/
http://blog.flurry.com/
Background
http://blog.flurry.com/
Background
http://blog.flurry.com/
Background
Background
http://blog.flurry.com/
Background
http://blog.flurry.com/
Social Television Apps
Can Social Media Save an Industry?
TV Habits Changing•Wasted TV Ad Spending:• DVR – 2%• Multi-tasking (Digital devices generally) 63%
(social Media Week Seminar 2/15/12 sith speakers from abcnews.com, Kraft Foods, Yahoo)
•Total Ad Spending Since 2006• % Television
• % Digital
•Key Demographics for Advertisers• Young and Affluent
Social Television Apps
Social Television Apps
TV Habits Changing
•Multi-Tasking• While watching TV 60% of Americans use the internet simultaneously
•2017• Digital Ad Spend Surpass Television
(medialife Magazine, Aug 28, 2012)
Social Television Apps
What is the goal?
$$$
Social Television Apps
What’s The Strategy?
•Extend viewing experience to second screen
•Create a crafted conversation rather than rely on fire hose approach of Twitter, Facebook
•Interaction with Ads – Interactive TV did not work
•Synchronized Content and Sync Ads
Social Television Apps
Mini Glossary
•Second Screen
•Backchannel
•Tent Pole Event•Automatic Content Recognition (ACR)
Social Television Apps
Television Apps - General
Viewing (TV Everywhere) , Program Guide and Automatic Content Recognition (ACR)
Social Television Apps - Networks
Television Apps - Networks-Promote Network Shows-Program Schedules-Program Info-Full Episode Viewing-Twitter Feeds-Local Social interactions/comments
Social Television Apps – Program Specific
Television Apps – Program Specific
-Games-Viewing Companion-Companion Content-Contests-Full Episode Viewing-Twitter Feeds
Social Television Apps – Program Specific
Companion Content
Social Television Apps – Sports
-League Sponsored-National Networks-Local/Regional Networks
-Social/Twitter Feeds-Scores/Stats-Interactive Voting-Premium content-Video Highlights
Social Television Apps – CheckIn / Social
-Content Check-in, like foursquare for media-Program schedules – what’s on?-Extended content – IMDB, Wikipedia lookups-Social:
- who else is watching/friends? - Twitter, Facebook, Native within app
-E-commerce – from commercials, program content-Automatic Content Recognition (ACR) [Shazzam-like]
Social Television Apps – Zeebox
•Zeebox launched in UK Fall 2011, US Sept 2012•Funded in U.S. by Comcast/NBCUniversal, HBO/Cinemax•iPhone, iPad, iPod Touch, Android and the Web
Social Television Apps – Zeebox
•Program Schedule•Extended Content•Interactivity: voting, etc
•e-Commerce•Social Integration•Future: Cable Box Controller
Zeebox – Trending
Social “HOT” - Trending shows on Twitter - First Screen you see
Zeebox – Trending
Social “HOT” - Trending shows - First Screen you see
Presents a program schedule sorted by highest volume relevant tweets
Zeebox – Program Schedule
Social “HOT” - Trending shows - First Screen you see
Presents a program schedule sorted by highest volume relevant tweets
or in standard channel sequence
Zeebox – Program Schedule Filter
Social “HOT” - Trending shows - First Screen you see
Presents a program schedule sorted by highest volume relevant tweets
or in standard channel sequence
or in a variety of other ways
Zeebox – Watch With Celebs
Zeebox – Watch With Celebs
Zeebox – Social Integrations
Zeebox – Social Feed
Zeebox - Zeetags
Zeetage-
Commerce
Zeebox - Friends and Reminders
Reminders (Bookings)
Friend currently
online
Reminders (Bookings)
Social Television Apps – Zeebox
E-Commerce
And way, way more…
Social Television Apps – Zeebox
Strengths Weaknesses
Program schedule very usable User Interface can be confusing - TMI
See shows past or future Too many features – can’t tell what they all do
iOS, Android, web presence Other partners may resist
307 Shows working with Zeebox No Auto Content Recognition (ACR)
Well funded partners So no content or ad sync (yet)
Robust content Show info & credits are weak
Social Integration
Well rounded feature set – has some version of all features found in other appsProbably a lot more to come…