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Mobile Technologies. Guy Hoskins. “A remote controller for people’s lives” Lugano, 2007. Development Use statistics Business case studies Future directions Discussion. A potted history…. A potted history…. 1G – 1973 2G – 1991 3G – 2001 4G - ?. Mobile in Africa.

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Mobile Technologies


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    Presentation Transcript
    1. Mobile Technologies Guy Hoskins

    2. “A remote controller for people’s lives” Lugano, 2007 • Development • Use statistics • Business case studies • Future directions • Discussion

    3. A potted history…

    4. A potted history… • 1G – 1973 • 2G – 1991 • 3G – 2001 • 4G - ?

    5. Mobile in Africa

    6. % of people by age who engage in mobile activities on a typical day

    7. % of teens who own a cell phone

    8. How teens go online

    9. The big players

    10. And there’s an app for that… • Apple app store • Mobile Fringe

    11. The Google-verse • Android • Buzz Deck

    12. Mobile Social Networks • Yelp • Flagr • Places-to-do • Socialight

    13. Mobile Advertising • Global mobile advertising revenue 2009 - $530m (Gartner, 2009) • 2013 - $13.5b (Gartner, 2009) • Obstacles • Privacy • Metrics • Carriers become ‘dumb pipes’

    14. Mobile Marketing Mantra • 1 – Respect the end user • 2 – Take advantage of existing resources • 3 – Understand the ecosystem • 4 – Identify your target audience • 5 - Integrate a cross-media campaign • 6 – Keep it simple!

    15. Nike ID

    16. Dove – Wrinkled or wonderful?

    17. Pontiac – Catch a G6

    18. PlayStation – Resistance II

    19. PlayStation – Resistance II • Mobile metrics: • Total Pageviews: 238,000Total Homepage Views: 170,000Total Video Views: 27,000Total Gallery Views: 28,000Free Wallpapers: 7,000Wallpaper downloads: 5,000

    20. Axe – Booty Tones • Ring tone giveaway

    21. Tohato – World’s worst war • Ouch! Anal Torture Factory

    22. Nike Air 360 - Awake • Request celebrity athlete wake-up calls • 8 week campaign • Exceeded target participation by 300%

    23. Not for Profit • Red Cross – Haiti - $2m in two days • MW4D • Mobile Active

    24. Bridging the digital divide

    25. Location Awareness • Powered by GPS • New dimension to social networking • Massive advertising potential • Brightkite

    26. Near Field Communication • Data exchange over short distance • Mobile ticketing in public transport • Mobile payment • Smart poster • Bluetooth pairing

    27. Mobile DTV • Works with a moving target • The Tivit

    28. QR Code • Highly developed in Japan/S.Korea • Phone scans image, directs to URL

    29. Mobile Banking