MOBILE FUTURES

DAN CALLADINECARAT GLOBAL MANAGEMENT

THE FUTURE OF MOBILE

• First some stats

BIG NUMBERS

• In the UK over 66% of mobile owners have a smartphone• For 25-34s it’s over 80%

comScore, January 2013

BIG REVENUES

• Paypal handled > $14 billion in mobile payments in 2012, more than triple 2011’s level

EVEN SMALL THINGS

• Over 23% of British practical driving tests are booked on mobile

THE SPEED OF CHANGE

• Instagram was launched in late 2010

THE SPEED OF CHANGE

• 2 years later it has over 100m monthly users…• & 5 of the 10 most popular people on Instagram are Kardashians

THE SPEED OF CHANGE

• We’ve moved quickly from this…

THE SPEED OF CHANGE

• … to this…

THE SPEED OF CHANGE

• … to this…

‘MOBILE’ AS ‘NORMAL’

• At the moment we talk about things like…• Mobile Internet• Mobile Commerce• Mobile Users

‘MOBILE’ AS ‘NORMAL’

• They should be seen as • Internet• Commerce• Users

5 TRENDS

• Speed• Payments• Targeting• Tracking• Touch

SPEED

• 4G will give must faster connection speeds in public places • Video and music will be more viable• But people will also be able to search and do ‘showrooming’ more quickly

Cartoon - Forbes

PAYMENTS

• Payments are coming – it will soon be easier to make a payment, and take a payment using mobile

MOBILE TARGETING

• Target based on location, or behaviours

xAd

MEASUREMENT

• Attribute actions in the real world to mobile activity

• Potentially make a connection between ad exposure and in-store purchase or donation

Nomi

TOUCH

• Finally, this is getting a bit sci-fi, but mobile phones could soon be able to ‘touch’ and ‘smell’ things, through devices

Senseg

Cartoon – New Yorker