Marketing in mobile centric societies susan macdermid president, dmg :: digital march 20 th, 2011.

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Presentation transcript:

marketing in mobile centric societies susan macdermid president, dmg :: digital march 20 th, 2011

pre-mobile centric society 234 million mobile users 61.5 million smart phone users & growing rapidly mobile internet surpasses PC internet in 2013 mobile market worth $1.5 billion in 2013

mobile centric societies 81 million internet users (7%) vs 507 million mobile phones (41%) 20% vs 57% 32% vs 86% 5% vs 66% India China Brazil Indonesia

128 million people

109 million mobile subscribers

85%+ on 3G

49% on flat-rate data plans

best mobile content revenue models 50-70% most countries

mobile examples Twitter NR building Twitter Georgia coffee campaign iButterfly AR platform “sekai” world camera “sekai” for the iPad McDonald’s LBS coupons mobile vending Star Trek mobile game SoLAR mobile gaming platform Sagami condom campaign

identity amongst ubiquitous signage? use mobile devices to read QR codes to browse shop info, make reservations and download coupons use mobile to display virtual information specific to the building in a manner that enhances the physical next up the QR codes disappear and reveal those inside who want to be seen via their Twitter streams

live buildings

georgia coffee BLUX Twitter promo product: – re-sealable canned espresso message: – good things are to be consumed little by little creative solution: – Twitter novel released little by little

Twitter novel told little by little Nobunaga was the famous samurai who united Japan TV & print ads end with … continued on Twitter

iButterfly AR platform by Dentsu h?v=vEE6M0iW-Nw

“sekai” world camera 100,000 downloads in first 4 days 1 million downloads Tonchidot’s AR app is installed on 30% of all iPhones in Japan this iPhone app is now in 90 countries the Android version is in 20+ countries

“sekai” world camera

“sekai” world camera for the iPad

LBS mobile coupons for 16 million subscribers hundreds of millions of mobile coupons redeemed offers target by age, gender, kids offers are hyper-local, store-based McDonald’s LBS coupon app

Coca-Cola Japan members print coupons or show coupons to retailer on their mobile screen various partners: mobile coupons MacDonald’s (fast food) Domino’s (home delivery)

mobile vending pay with either cash or mobile phones Coca-Cola Japan - 85,000 vending machines that accept mobile payments mobile-money usage has grown to over $2 billion

star trek mobile game

SoLAR mobile gaming platform a social, AR gaming platform for developers which combines LBS, AR, social play, and mobile payment tools to integrate Twitter, Facebook, and payment features for iPhone and Android

Mqu1ak3VX0&NR= sagami condom

love distance sagami

split screen male/female

hold phones close together – dual screens collapse into one

so what is mobile? remote control for life

pray for japan