Phone: (248) 470-3257 Why Mobile? Why Now? · Phone: (248) 470-3257 Email: [email protected] Twitter: twitter.com/GoMobileMI Why Mobile? Why Now? Mobile Technology in Michigan

Phone: (248) 470-3257 Email: [email protected] Twitter: twitter.com/GoMobileMI

Why Mobile? Why Now?

Mobile Technology in Michigan 2012 1

July 30th & 31st, 2012



The explosion of mobile technology;

what’s the opportunity for Michigan and its businesses?

Presented by:




What is MTAM?

• MTAM is the Mobile Technology Association of Michigan, a non-profit trade association for Michigan’s mobile / wireless technology industry

• Open to: http://GoMobileMichigan.org – Companies, organizations, individuals and students

– Working in mobile / wireless industry

– Utilize mobile / wireless technologies in their own verticals

– Interested in learning more about the technology

• Also the statewide producer / sponsor of Mobile Monday Michigan, a non-profit networking / education organization for those interested in the technology http://MobileMondayMichigan.org

• Chapters in: – Ann Arbor

– Detroit

– Grand Rapids

– Lansing


http://gomobilemichigan.org/

http://mobilemondaymichigan.org/



Our Emphasis Today

The current state of the mobile industry, it’s future, and the opportunities it

provides for Michigan and its businesses




• The U.S. has surpassed 100% per capita penetration of mobile device subscribers; we’re now at 103.9%. What that means is we have more mobile subscribers than we do population (327M vs. 315M)

• 84% of mobile device users keep their mobile device within 10 feet of them at all times; therefore they are easily accessible by businesses

• Consumer use of the Internet via mobile phone has increased over 1200% in the last few years

• Average response rate to a mobile offer is between 12 – 15%; though many firms are seeing response rates exceeding 60%


Worldwide mobile vs. PC penetration

5.3 B vs. 1.1 B

Mobile as today’s primary consumer device

ABI Research, October 2011



Mobile / Wireless Technologies: Used by Every Business Vertical




For Marketing




Mobile Technology in Michigan 2012

People look at every text message they get.

…and 97% do so within 15 minutes

Director of Research, Nielsen: 6X Higher

Than Email

7.2%

1.2% Email

Texting

Text Messages Have Exceptional ROI for Marketing

8 Nielsen Mobile, 2008




Mobile websites Applications

SMS

Powerful

#1 From: 244326

WagsWiskrs: Get $10 Off Dog groom & fluff Thru Fri only STOP to Opt-out

Richest Experience

Ad

op

tio

n

Simple

Emerging as Mass Medium

The Most Common Mobile Marketing Options

9

31% use 55% use 77% use

Source: Kelsey

As of 4th

qtr 2011…



Additional Marketing Options


MMS QR Codes

Mobile Banner w/ Video or Audio

• Bluetooth (short-range - 33

feet - wireless technology)

• Location-based Marketing

• Voice / IVR (interactive voice

response)

• Mobile SEO

• Mobile Commerce




Experience a Mobile Marketing Demo

Text the Keyword JOINNOW to 57711 and follow the instructions

11

SMS (Texting) Campaign



For Business Productivity Use




Understanding Mobile

• Multiple types of technologies

• Mobile is MUCH more than what consumers can do with a cell phone or tablet device

• Every business vertical will be affected by mobile technologies

• Businesses need to ‘get on-board’ or be left behind by the competition




Mobile-2-Machine Growth Estimates

• 100 – 200 million M2M connections today; expected to grow to 1 billion within 5 years

• 60 billion connected M2M devices by 2020


REMINDER: There are only 7 billion

people in the world






M2M Solutions – How Businesses Are Using Mobile • Automotive

– Embedded Device Lifecycle Management

– Pervasive Computing/In-Vehicle

• Energy and Utilities – Asset Management

– Infrastructure and Systems Management

– Automatic Meter Reading

• Financial Services/Banking – Automated Solutions

– ATMs

– Kiosks

– Point of Sales

• Government – Regulatory Compliance

– Security & Surveillance

– Tracking Management

– Transportation Management

– Customer Service

• Insurance – Driver Behavior Analysis

– Mobile Workforce

• Healthcare and Pharmaceutical – Patient Care and Services

– Physician Office Automation

– Computerized physician order entry

• Retail – Logistics

– Self-Service solutions

– Kiosks, ATMs

– Point of Sale

• Telecommunications – Network Infrastructure

– Network Management

– Service Management

• Travel and Transportation – Security operations

– Track and Trace

• Cross industry – Business Continuity

– Business Process Management and Integration

– Business Operations

– Inventory/Warehouse and Shipping




M2M Solutions – How Are Businesses Using Mobile (cont’d)

• Management – Production/Operations and Logistics

– Security and Disaster Recovery

• Computer Services – Security

• Customer Relationship Management – Field Services Effectiveness

– Sales Productivity

• Digital Media – Distribute Digital Media

• Mobile Commerce – Cashless Mobile Payments

• Product Lifecycle Management – Engineering and Analysis

• Supply Chain Management – Supply Chain Management Services

• Surveillance and security – Security event management

– Security systems and operations




Mobile Enables Real-time Reporting – to Anywhere




Mobile Commerce


Useful for:

• B2B

• Government

• Retailers, etc.



RFID (Radio Frequency ID tags)




Tele-matics


Example of Augmented

Reality technology use



mHealth


• 40% of consumers indicate they would pay for

mobile remote monitoring;

• 40% of physicians say they could eliminate up to

30% of office visits thru mobile health strategies



Mobile in the Military

The average American uses GPS to navigate a road trip or find cheap gas on the way home from work.

Meanwhile, the U.S. Army has long been busy coming up with ways to harness GPS & other mobile technologies for warfare.


A 120mm GPS-equipped mortar knows where

it's going. (credit: US Army)



Mobile in Government


Michigan Education

Savings Plan

Michigan Camping &

Recreation Locator

Michigan Lottery

Michigan Dept. of Human Services



Mobile in Education




Mobile in Manufacturing




The Smart Home

• Analyst firm Berg Insight is claiming that smart home installations will be a $9.5 billion market by 2015, up from $2.3 billion last year.

• That growth in installations will also mean a big boost in revenue for installers and manufacturers.


http://www.berginsight.com/News.aspx?m_m=6&s_m=1

http://www.berginsight.com/News.aspx?m_m=6&s_m=1



Emergency Management


Estimated population location

during Haiti cholera outbreak

Estimated distribution of Haiti

population 19 days after the

earthquake

• Researchers used

anonymised information

about the phone towers

people were using.

• From that data, they

estimated 600,000 Haitians

had left the capital in the first

19 days after the crisis, and

were able to locate

concentrations of displaced

people on a map.

• Scientists forwarded this

analysis to aid coordinators

in the field so supplies could

be targeted to specific

locations



What About Apps?




App Statistics


• 1 in 4 downloaded apps is never used again

• There are currently over 950,000 apps available on the mobile app stores

• # mobile apps on smartphones in U.S. has increased 28% in 2012; on average, U.S. smartphone users have 41 apps;

• Most used apps across all U.S. smartphones are:

• Facebook

• Google Maps

• The Weather Channel

• The Facebook app has been download 100 million times from GetJar; it is the most downloaded app from any app store

• It is projected that when app revenue reaches $38 billion by 2015, Apple will have only 20% of the market share



The Future of Mobile

• According to Cisco, over the next 5 years, mobile device subscriptions are expected to hit 7.1 billion.

• 44 billion mobile applications will be downloaded within the next five years according to ABI research

• 100 – 200 million M2M connections today; expected to grow to 1 billion within 5 years; 60 billion connected M2M devices by 2020

• Gartner forecasts the total app revenue will increase to nearly $30 billion by 2013 with over 21 billion downloads. The number of free or ad-funded apps will increase to 87%.

• By 2020, Morgan Stanley predicts that mobile devices (smartphones, tablets, car electronics, etc.) could easily top 10 billion units. By comparison, the personal computer boom of the 1990's only sold hundreds of millions of units.




Michigan and Mobile Technology

What role does mobile / wireless technology play in Michigan, and what will its’ impact be

on the state’s businesses and economy?




The future of Mobile in Michigan The mobile / wireless industry has a very high Jobs Creation Factor of 3.9; this

factor is one of very few comparable to the state’s manufacturing industry.

This means:

1 mobile job created = 3.9 additional non-mobile jobs

• Our Growth Projections – 9,250 new mobile / wireless industry jobs in Michigan by 2015

– Resulting in over 35,000 non-mobile-industry jobs in the state, and over $1.7 billion in resident earnings

– We will increase market penetration to the equivalent of that in the U.S., 103.9% currently, and higher as the industry grows (and wireless access is added throughout the state)




Why Mobile is Important in Michigan

• Studies Show:

– For every 1 mobile industry job created in Michigan, 3.9 additional non-mobile industry jobs are created in Michigan per MEDC

– Michigan’s mobile / wireless industry currently employs over 47,000; we seek to increase that by 9,250 new jobs by 2015

– The average compensation for a mobile technology-related position in Michigan is over $63,000 per MEDC

• This provides an equivalent cost-of-living to compensation of $145,000 in the Silicon Valley

– The automotive/transport sector accounts for the most M2M device connections today; obviously important given Michigan’s role as the world’s auto capitol

– If the public sector were to fully utilize smart traffic mobile technology, fuel consumption on urban roadways could be cut by as much as 20%; again, impactful in helping Michigan’s auto industry to grow, and thereby substantially impacting the State’s economy in a positive manner


34 Nielsen Mobile, 2008; ABI Research, Michigan Economic Development Corporation



Why Michigan Can Lead in Mobile Development

Areas of opportunity for Michigan:

• tele-matics • machine-2-machine / mobile-2-machine • mHealth • Mobile business apps (as opposed to

consumer-oriented apps)




Why is Mobile Technology an Opportunity for Michigan?


• Existing resources such as:

o Global leadership capabilities in manufacturing and engineering

o Exceptional 2-year and 4-year higher education institutions

o An abundance of existing engineering and development talent in a wide variety of specialty areas

o World-renowned healthcare institutions & medical research facilities

o Recently developed media production facilities that were built to take advantage of entertainment industry tax incentives

o International enterprise-level firms already leading the exploration of ways to utilize mobile tele-matics for maximum advantage

o Award-winning mobile development firms already located in Michigan

o A large existing mobile technology community; to-date Mobile Monday Michigan chapters have collective membership of over 1700 across the state

o Strong state-based resources and support for entrepreneurial-focused activities

o A diverse base of enterprise-level firms willing to invest in the sourcing, hiring and training of mobile technology-related staff

o Existing firms which have potential to build a mobile / wireless eco-system that will attract interest of manufacturing re-shoring efforts



Types of Jobs Which May be Created


• Direct – Mobile technology use consultants – Mobile technology engineers – Mobile software developers – Mobile equipment installers

(residential and commercial) – Mobile equipment manufacturers

(consumer and commercial) – Mobile equipment maintenance

technicians – Mobile training / education – Tower installation technicians – Mobile network Infrastructure

installation and management – Remote monitoring of mobile

technologies – Research – Mobile marketing / advertising – Many, many more!

• Indirect – Manufacturing, many specialty areas – Healthcare – Banking / commerce – Retail – Customer service / helpdesk – Electricians – Inventory management /

warehousing – Business and consumer service

industries – Accounting – Real estate – Education – Many, many more!



Bottom line: Michigan is becoming a national leader in the mobile / wireless industry. Many

new, good-paying jobs will be the result!

However, those that don’t engage WILL BE LEFT BEHIND





QR Code / Mobile Website

To scan this QR code, you will

need a free QR reader, which

you can download from your

smart-phone’s app store.



Today’s Presenter: Linda Daichendt


President, Mobile Technology Association of Michigan (MTAM) A Michigan-based trade association for the mobile industry

Co-founder Mobile Monday Michigan A networking organization for those interested in Mobile Technology

Co-host, ‘The Mobile Marketing Review’ A podcast series about the international Mobile Marketing industry

CEO, Strategic Growth Concepts A marketing / management consulting firm

Phone: (248) 470-3257

Email: [email protected]

Twitter: twitter.com/GoMobileMI and twitter.com/MTAMLinda

mailto:[email protected]

http://twitter.com/gomobilemi

http://twitter.com/mtamlinda

http://twitter.com/mtamlinda

Documents

Phone: (248) 470-3257 Why Mobile? Why Now? · Phone: (248) 470-3257 Email: [email protected] Twitter: twitter.com/GoMobileMI Why Mobile? Why Now? Mobile Technology in Michigan