1. MOBILE FIX - LIVE
Private & Confidential – Copyright Addictive Ltd 2011
2. This is the chart that makes Mary Meeker redundant
We don’t need any more data – mobile is huge right now
Private & Confidential – Copyright Addictive Ltd 2011 are
wherever you
3. Having worked on the launch of home PC in the90s we
think computing has finally evolved – touch and voice
controlled and with you all the time
Private & Confidential – Copyright Addictive Ltd 2011
5. And because so many people use FB on their mobile
we think mobile and social are increasingly the same
thing
Private & Confidential – Copyright Addictive Ltd 2011
6. GAFA drives the innovation and brands need help
navigating this new ecology
Private & Confidential – Copyright Addictive Ltd 2011
7. In a fragmented world you need smart advice –
otherwise you risk being stuck in the wrong place
Private & Confidential – Copyright Addictive Ltd 2011
8. Brands realising that an app isn’t the answer
Unless you are solving a very specific problem
Private & Confidential – Copyright Addictive Ltd 2011
9. But so many still haven’t taken the simple steps to get
ready – what are people waiting for?
Private & Confidential – Copyright Addictive Ltd 2011
11. We think mobile advertising is broken – its as if no-one cares
Why would waitrose advertise on the football pages of the YEP &
Private & Confidential99%+ wont click2011
given – Copyright Addictive Ltd shouldn’t the add work harder?
12. Why make people wait for your message to load?
Private & Confidential – Copyright Addictive Ltd 2011
13. and given 99% of people seeing this
And when you do get there the message is
underwhelming
Private & Confidential – Copyright Addictive Ltd 2011
14. We spent 20 mins on the Guardian mobile site & found
every ad was ‘broken’ in some way
The ITV ad is integrated with other activity
Private & Confidential – Copyright Addictive Ltd 2011
15. When you click you can watch a trailer – or clickthrough
to FB for more info – or go get the ITV player app
Private & Confidential – Copyright Addictive Ltd 2011
16. Taking you to the iTunes store
Which is fine – except I am using an android phone
Private & Confidential – Copyright Addictive Ltd 2011
17. Zegna add kept coming up – no frequency capping so I
saw it maybe 30 times
Private & Confidential – Copyright Addictive Ltd 2011
18. Clicking brings up a nice picture and another click..
Private & Confidential – Copyright Addictive Ltd 2011
19. Which opens a page not optimised for mobile
Private & Confidential – Copyright Addictive Ltd 2011
20. The Hyatt ad has a more interesting message
Private & Confidential – Copyright Addictive Ltd 2011
21. But clicks through to a site that isn’t optimised for mobile
Private & Confidential – Copyright Addictive Ltd 2011
22. P&G will get it right though…
Private & Confidential – Copyright Addictive Ltd 2011
24. And amongst these brand apps we kept seeing Google
ads – with this one hinting at some targetting
Private & Confidential – Copyright Addictive Ltd 2011
25. And we are seeing the most annoying desktop fprmats
coming to mobile
Private & Confidential – Copyright Addictive Ltd 2011
26. There are good alternatives – FB allows precise
targeting and formats that fit with the flow
Private & Confidential – Copyright Addictive Ltd 2011
27. Twitter doesn’t have the targeting but do have flow
formats – but couldn’t Sainsbury find something more
Private & Confidential – Copyright Addictive Ltd 2011 say?
interersting to
30. Q4 2012
iPhone 5
Nexus 4 & 7
Kindle Fire
iPad 4 & Mini
Market still moving very quickly
With millions of people getting new devices and faster Ubiquitous WiF
connections
Private & Confidential – Copyright Addictive Ltd 2011 4G
31. We are convinced tablets are a huge opportunity – but
few media owners or brands are creating bespoke
content and services
Private & Confidential – Copyright Addictive Ltd 2011
32. New software like Google Now are showing what can be
done by combining data to provide a great service
Private & Confidential – Copyright Addictive Ltd 2011
33. And Apple are aggregating brands loyalty and tickets etc
and layering services on top
Private & Confidential – Copyright Addictive Ltd 2011
34. & =
& = ?
& = ?
We think the next generation of apps will deliver blended
services? Why doesn’t someone combine all the travel
Private & data in one app – trains, buses, bikes & taxis
Confidential – Copyright Addictive Ltd 2011
35. Getting Mobile & Social right
gives you stand out
from all the noise
Get it right and you can get competitive advantage
Private & Confidential – Copyright Addictive Ltd 2011
36. IT’S TIME TO
EXPERIMENT
simon@addictivemobile.com
mobilefix@addictivemobile.com
@addictivemobile
Private & Confidential – Copyright Addictive Ltd 2011