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International Information Innovation Conference 2009 Day 2  1st October 2009 Steffen Schlimmer – NetBiscuits.com
Peggy Anne Salz - Msearchgroove “ I still haven’t found what I’m looking for!”
Leveraging Location for Services
Today's Points   of  Discussion… ,[object Object],[object Object],[object Object],[object Object]
Combined Forces The Mobile  CrossMedia  Agency Strategy/ Biz Dev/ Planning  Consultancy Services  Thought Leadership  Analyst Strategic Consultancy Services, Bespoke Research, White Papers
Mobile Explosion / Disruptive Convergence Forces
Force 1:   Consumption Fragmentation
Force 2:   Free vs. Fee   ( Balance)   Free Terrestrial Paid Satellite Free Broadcast Paid Satellite + Cable Free Newspaper/Free Directory Paid Daily Newspaper Radio TV Print Online    Advertising    Advertising    Advertising Free content/services Subscription & Transaction    Advertising “ Free”  Advertising “ Paid”  Subscription 40% iPhone Apps are Paid/ 60% Free Subscription & Transaction Mobile Free content/services    Advertising NOW
Force 3 :  Open Platform   Multimedia  Computer   ( 2008 pivotal)   All of my  connected   applications , always with me, EVERYWHERE Mainframe 1960s Mini 1970s Personal 1980s Laptop 1990s
Force 4:  Personalization     (The New Media Wave) Accelerated Growth ‘ 95 ‘ 00 ‘ 05 ‘ 10 Email Portal Social Media Web/Local Search Perspective Search
Force 5:  Social Nets = Mobile  (Influencer/Recommendation Systems) > 65% use Mobile Mobile Access Mainstream > 5% Users Mobile Access Mainstream 100’s of Apps > 20 Million Users Entertainment Access
Force 6:  Amazing Mobile API    (Application Disruption) App Store 1-click Immediate Use Location API (shake/move)   Accelerometer API Touch  API Microphone   API Rich Media API Browser API Camera API Speaker API
Force 7:  Location without  Rankings is Dead! Search recommendation dynamic  Personalization
Force 8:  Who Owns the  Address book! Vodafone 360
Force 10 : Exploding Browsing ADObjects, Inc © all rights reserved 2X Global  MOBILE INTERNET Growth ,[object Object],[object Object],[object Object],All regions expected to see significant, if not massive, growth Western Europe 60%+ U.S. 60%+ APAC 80%+ CE Europe 125%+ CALA & ROW 200%+
Mobile Applications and LBS examples
The iPhone  Velocity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Categories of Cool Creative Apps Novel Practical New Value Directory Publishers  Advertisers & Local Sounds &Shake Search 2.0 Perspective/  Recommend Multimedia/  Live Ads News & Info Goes Local Socialize the Advertiser Bleeding Yellow Cross-Media Print 2 Mobile Around Me ( Next Level)  Cross-Media Web 2 Mobile Around Me (Entertain)
Sounds and Shake Apps that can bring some novelty to the experience.  “ Push or Pull” Sounds and novel Idea’s to link content to  Locations
Socialize & Perspective (location)  Building on-top of twitter to follow perspectives / The New Social Search  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Directed Search (Location)  Search, Augmented Search and the Direction around you  GeoVector is Directionally Filtered to present the user with what they need. Layar AR Browser 3D Local Search
Around Me  ( Entertainment Example )   Apps that serve a purpose of entertainment have maps and local info Anyone want to meet for drinks at Pikes on Friday? Leveraging location based Advertisers and information in Entertainment Applications
Yellow …to Rainbow  (The All Around Me App) Apps that have built on-top-of listing ( New Value)  From choosing your  Vertical Around you To ….
Bleeding Yellow ( community editorial) Apps that have built on-top-of listing ( New Value Editorial)  … ..It is clear that Search without  User-Generated-Content is now DEAD People crave References and information about listings,  Yelp has created the Status-Quo
Yellow Slice….. ( Movie Vertical) Apps that have built on-top-of listing ( New Value for Vertical)  … ..Learning about a movie, includes the location of the movie…. And maybe a restaurant to have dinner before or after?
News Goes Local Better and Better Local Newspaper apps from the media companies  ..From dedicated branded apps from Local News Companies, … .To New York Times API for mash-ups
From Virtual to other great content applications that offer search  Creative Content  ( Driven search) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to Profit from Location! Syndication
[object Object],[object Object],* Quote- Danny Sullivan, SearchEngineLand (>60% of Google’s Biz model was Syndication with the web *)
Business of  Cool Creative Apps Directory’s  Advertisers  & Local API   Developers  Original Content  $$$ Rev. Share Syndication Creativity User  Attraction End-Users Massive Usage  Of  Products With LBS
>20% of local advertiser Budget is website  (Truvo Directories) (Mobile and Apps are linked)   ADObjects, Inc © all rights reserved
Mobile Internet Strategy = Discovery “ leverage mobile” to share your apps SPIN ADObjects, Inc © all rights reserved SPIN Wilco
What to do….. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thank-you [email_address] [email_address]
Print 2 Mobile: Ubiquitous Connection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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2.2 Peggy Anne Salz Msearchgroove

  • 1. International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com
  • 2. Peggy Anne Salz - Msearchgroove “ I still haven’t found what I’m looking for!”
  • 4.
  • 5. Combined Forces The Mobile CrossMedia Agency Strategy/ Biz Dev/ Planning Consultancy Services Thought Leadership Analyst Strategic Consultancy Services, Bespoke Research, White Papers
  • 6. Mobile Explosion / Disruptive Convergence Forces
  • 7. Force 1: Consumption Fragmentation
  • 8. Force 2: Free vs. Fee ( Balance) Free Terrestrial Paid Satellite Free Broadcast Paid Satellite + Cable Free Newspaper/Free Directory Paid Daily Newspaper Radio TV Print Online  Advertising  Advertising  Advertising Free content/services Subscription & Transaction  Advertising “ Free” Advertising “ Paid” Subscription 40% iPhone Apps are Paid/ 60% Free Subscription & Transaction Mobile Free content/services  Advertising NOW
  • 9. Force 3 : Open Platform Multimedia Computer ( 2008 pivotal) All of my connected applications , always with me, EVERYWHERE Mainframe 1960s Mini 1970s Personal 1980s Laptop 1990s
  • 10. Force 4: Personalization (The New Media Wave) Accelerated Growth ‘ 95 ‘ 00 ‘ 05 ‘ 10 Email Portal Social Media Web/Local Search Perspective Search
  • 11. Force 5: Social Nets = Mobile (Influencer/Recommendation Systems) > 65% use Mobile Mobile Access Mainstream > 5% Users Mobile Access Mainstream 100’s of Apps > 20 Million Users Entertainment Access
  • 12. Force 6: Amazing Mobile API (Application Disruption) App Store 1-click Immediate Use Location API (shake/move) Accelerometer API Touch API Microphone API Rich Media API Browser API Camera API Speaker API
  • 13. Force 7: Location without Rankings is Dead! Search recommendation dynamic Personalization
  • 14. Force 8: Who Owns the Address book! Vodafone 360
  • 15.
  • 16. Mobile Applications and LBS examples
  • 17.
  • 18. Categories of Cool Creative Apps Novel Practical New Value Directory Publishers Advertisers & Local Sounds &Shake Search 2.0 Perspective/ Recommend Multimedia/ Live Ads News & Info Goes Local Socialize the Advertiser Bleeding Yellow Cross-Media Print 2 Mobile Around Me ( Next Level) Cross-Media Web 2 Mobile Around Me (Entertain)
  • 19. Sounds and Shake Apps that can bring some novelty to the experience. “ Push or Pull” Sounds and novel Idea’s to link content to Locations
  • 20.
  • 21. Directed Search (Location) Search, Augmented Search and the Direction around you GeoVector is Directionally Filtered to present the user with what they need. Layar AR Browser 3D Local Search
  • 22. Around Me ( Entertainment Example ) Apps that serve a purpose of entertainment have maps and local info Anyone want to meet for drinks at Pikes on Friday? Leveraging location based Advertisers and information in Entertainment Applications
  • 23. Yellow …to Rainbow (The All Around Me App) Apps that have built on-top-of listing ( New Value) From choosing your Vertical Around you To ….
  • 24. Bleeding Yellow ( community editorial) Apps that have built on-top-of listing ( New Value Editorial) … ..It is clear that Search without User-Generated-Content is now DEAD People crave References and information about listings, Yelp has created the Status-Quo
  • 25. Yellow Slice….. ( Movie Vertical) Apps that have built on-top-of listing ( New Value for Vertical) … ..Learning about a movie, includes the location of the movie…. And maybe a restaurant to have dinner before or after?
  • 26. News Goes Local Better and Better Local Newspaper apps from the media companies ..From dedicated branded apps from Local News Companies, … .To New York Times API for mash-ups
  • 27.
  • 28. How to Profit from Location! Syndication
  • 29.
  • 30. Business of Cool Creative Apps Directory’s Advertisers & Local API Developers Original Content $$$ Rev. Share Syndication Creativity User Attraction End-Users Massive Usage Of Products With LBS
  • 31. >20% of local advertiser Budget is website (Truvo Directories) (Mobile and Apps are linked) ADObjects, Inc © all rights reserved
  • 32. Mobile Internet Strategy = Discovery “ leverage mobile” to share your apps SPIN ADObjects, Inc © all rights reserved SPIN Wilco
  • 33.
  • 35.

Notas del editor

  1. Users are really starting to look to mobile like they look to online. The opportunity for free. Start with Free, hook in the customers, offer premium services….. Balance!
  2. Many carriers seeing data to north of 20% of ARPU
  3. Many carriers seeing data to north of 20% of ARPU
  4. Brands now care about metrics and also are looking at this. Carriers are looking to difference themselvers