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MOBILE OVERVIEW | MARCH 2015
WE LIVE IN A MULTI-DEVICE WORLD...
...AND MOBILE IS AT THE CENTER
4
IN 2000, THERE WERE 0.5 B PEOPLE ONLINE AND 0 SMARTPHONES
3.5
3.0
2.5
2.0
1.5
0.0
1.0
0.5
20001995
Billion People Online
People Online Smartphones
Source: ITU, a16z
5
IN 2014, THERE WERE 3 B PEOPLE ONLINE AND 2 B SMARTPHONES
3.5
3.0
2.5
2.0
1.5
0.0
1.0
0.5
20001995
People Online Smartphones
2014
Billion People Online
Source: ITU, a16z
6
IN THE NEXT 5 YEARS, ANOTHER 1 B PEOPLE WILL COME ONLINE...
THROUGH SMARTPHONES
Source: ITU, a16z
5
4
3
2
0
1
20001995 2014
Billion People Online
2020
People Online Smartphones
7
BY 2020, 80% OF ADULTS ON EARTH WILL HAVE A SMARTPHONE
Source: World Bank, GSMA, a16z
8
7
6
5
4
0
3
2
ADULTSPOPULATION
2014 Growth to 2020
PCs
Global Population (bn)
1
SMARTPHONESMOBILETV AUDIENCE
8
THE SMARTPHONE INDUSTRY ALREADY DWARFS THE PC INDUSTRY
Source: Gartner, Apple, Google, a16z
PCs iOS & Android
Quarterly Shipments (m)
300
250
200
150
100
0
50
MARCH
95
MARCH
97
MARCH
99
MARCH
01
MARCH
03
MARCH
05
MARCH
07
MARCH
09
MARCH
11
MARCH
13
9
SMARTPHONES & TABLETS = 50% OF ALL CONSUMER ELECTRONICS
Source: GfK, a16z
Smartphone & Tablet Share of Global CE retail Revenue
50%
40%
30%
20%
10%
0%
2008 2009 2010 2011 2012 2013 2014
10
45% OF ALL VIDEO PLAYERS ARE MOBILE
AND ONLY 24% ARE TVS
Source: Apple, Google, nokia, blackberry, displaysearch
Global Install Base of Video Players
TVs
24%
iOS
13%
Google Android
23%
Chinese Android
9%
PCs & Macs
30%
WP/RIM
1%
11
WHICH MEDIA WOULD CHILDREN MISS THE MOST?
Source: Ofcom
100%
75%
50%
25%
0.0
BOYS
OtherTV set
‘Media You Would Miss Most’. UK aged 11-15
Games ConsolePC
GIRLS
Mobile & Tablet
MOBILE IS THE “ENABLER”
OF THE INTERNET OF THINGS
13
WEARABLE TECH PEOPLE ACTUALLY WANT TO WEAR
14
MOBILE INTELLIGENCE EMBEDDED IN CARS
15
NEURAL CENTER OF THE CONNECTED HOME
“THE TALK OF CES 2015”
Consumers Intending to Buy Smart Home
Devices in NEXT 12 Months
U.S. Broadband Households
16
PHYSICAL OBJECTS COME TO LIFE:
17
WE ARE AT THE BEGINNING
OF THE POST-PC ERA OF CONNECTIVITY
AND MOBILE IS DRIVING IT
BUT WHY HAS MOBILE
SEEN SUCH GROWTH?
19
A NEW iPHONE HAS
625 TIMES MORE COMPUTING POWER THAN A 1995 PENTIUM
Source: Apple, Intel, a16z
A SMARTPHONE IS A SUPERCOMPUTER IN YOUR POCKET
APPLE SOLD 25 TIMES MORE PROCESSING POWER
DURING IPHONE LAUNCH WEEKEND
THAN EXISTED IN ALL THE PCS ON EARTH IN 1995
20
SMARTPHONES SELL TO EVERYONE. YES, EVERYONE
AS INCOME FALLS, THE UTILITY OF MOBILE INCREASES
Source: Ericsson, Mckinsey
Sub-Saharan Africa Population Coverage
80%
70%
60%
50%
40%
0%
30%
20%
CELLULAR
COVERAGE
10%
3G COVERAGE
NOW
3G COVERAGE
BY 2019
ELECTRICITY
MOBILE
USERS
21
BUT A SMARTPHONE IS ALSO INHERENTLY DIFFERENT
AND MORE USEFUL THAN A PC:
Source: Apple, Intel, a16z
PERSONAL
SOCIAL
GOES EVERYWHERE
SENSORS, CAMERAS, GPS, PAYMENTS
AND MUCH, MUCH EASIER TO USE
22
Source: Comscore Multi-platform & Mobile Metrix, us, June 2013 - June 2014
MOBILE APPS ARE OFTEN HIGHLY VERTICALIZED MARKETPLACES
CONTAINING WILDLY SUPERIOR USER EXPERIENCES
P.S. MORE TIME IS SPENT IN MOBILE APPS THAN ON ALL OF THE WEB
GREAT EXPERIENCES WIN
23
UBER
Revenue is 100% mobile
Revenue grew 300% in 2014 and is accelerating
Gross revenue run rate of $10 B by end of 2015
Operates in 150 cities in 46 countries
Source: Business Insider, Nov 2014
>
>
>
>
24
PANDORA
78% of total revenue comes from mobile
Mobile revenue grew 52% year-over-year (Q3 2014)
3.9 billion hours of music listened via mobile (Q3)
Source: Pandora Q3 2014 Financial Results
>
>
>
25
AMAZON
86 million mobile users each month
41% of audience is coming via mobile only
60% of 2014 holiday sales were on mobile
Total holiday sales via app doubled in 2014
Source: TechCrunch, Dec 2014
>
>
>
>
26
STARBUCKS
mobile is 20% of total US revenue
7 million mobile payment transactions per week
New COO is former technology pioneer
Source: WSJ, Jan 2015
>
>
>
MEDIA -
DISRUPTIONS & IMPLICATIONS
28
Mobile connects — digital & physical experiences, devices, media
Every brand has mobile “moments” with their customers — good or bad
Mobile increases opportunities for all media channels
New mobile platforms will create new user experiences and moments
4 IMPORTANT THINGS ABOUT MOBILE & MEDIA
1:
2:
3:
4:
29
The Retail Example
30
OLD SHOPPING MODEL
AWARENESS CONSIDERATION PURCHASE
31
PURCHASE
MOBILE DISRUPTION IN RETAIL
CONSIDERATION
AWARENESS
CONSIDERATION
CONSIDERATION
PURCHASE
AWARENESS
PURCHASE
CONSIDERATION
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY
AWARENESS
ADVOCACY
AWARENESS
T.V., PRINT
CONSIDERATION
ASK A FAMILY MEMBER
PURCHASE
IN STORE
THE NEW MOBILE PURCHASE FUNNEL COMBINES
AWARENESS, CONSIDERATION, PURCHASE & ADVOCACY
INTO ONE EXPERIENCE THAT TRAVELS WITH YOU ANYWHERE, ANYTIME
PAST PRESENT
SHOPKICK - USES GEO FENCING TO
PROVIDE SHOPPERS DEALS WHILE IN-STORE
SHOPKICK - USES GEO FENCING TO
PROVIDE SHOPPERS DEALS WHILE IN-STORE
REDLASER - BARCODE SCANNER. PRICE
COMPARE INSTANTLY WITH TOP TIER RETAILERS
FANCY - COMBINES PINTEREST
AND MOBILE ECOMMERCE
32
MOBILE DISRUPTION IN RETAIL
PURCHASE
AWARENESS
ADVOCACY
CONSIDERATION
PURCHASE
CONSIDERATION
ADVOCACY
MOBILE EMPOWERS SHOPPERS AND MAKES
BRAND ADVOCACY POSSIBLE, IN REAL-TIME
33
MOBILE LANDSCAPE
CONSIDERATION
BANK/PAY
GET SMARTER
EAT/DRINK
COMMUNICATE
WATCH/LEARN/LISTEN
GAME TRAVEL
ZOCDOC
MD LIVE
AETNA
MY FITNESS PAL
DOC ON DEMAND
WEB MD
KAISER PERMANENTE
FITBIT
LIVE HEALTHIER
DOWNCAST
SPOTIFY
PANDORA
FLIPBOARD
NETFLIX
NYTIMES
YOUTUBE
FACEBOOK
YOUTUBE
GMAIL
INSTAGRAM
WHATSAPP
TWITTER
SKYPE
SNAPCHAT
GOOGLE+
VINE
PINTEREST
LINKEDIN
CHASE
CAPITAL ONE
MINT
VENMO
GOOGLE WALLET
SEARCH
GOOGLE MAPS
GOOGLE TRANSLATE
EVERNOTE
WEATHER CHANNEL
CAMERA
DROPBOX
SEEMLESS
YELP
OPEN TABLE
STARBUCKS
FOOD NETWORK
MY RECIPE BOOK
UBER
KAYAK
HOTELS
TRAVELOCITY
WAZE
THE EXTENT OF MOBILE DISRUPTION HAS
ONLY SCRATCHED THE SURFACE
THE MOBILE TECH STACK
35
MOBILE STACK
2
CREATIVE
Native
Dynamic
Video
ANALYTICSTARGETING
Location (GPS)
Cross-device
Attribution
In Store
(Beacon)
Retail POS
Cross-media
Attribution
36
Creative
Native
37
38
Creative
Dynamic
39
40
41
Creative
Video
42
43
44
Targeting
Location (GPS)
45
product: Place Visit Rate (PVR)
PVR =
# of exposed devices
observed in location
# of exposed devices
46
Targeting
In-Store (Beacon)
47
48
49
Analytics
Cross-Device Attribution
50
How It Works
51
We’re Building The Technology That Maps The Cross-device World.
52
Analytics
Cross-Media Attribution
53
product: Online Campaign Ratings (OCR)
Cross-Platform Campaign Ratings (XCR)
OCR: next-day view of online & mobile audience
XCR: unduplicated cross-platform reach
54
product: PIQ PrimeTime
HH set-top box data from Rentrak is merged with location
analytics from PlaceIQ
Target consumers when they are mobile and on-the-go,
based on their TV viewership
55
Analytics
Retail Point-of-Sale
56
connect:
target:
determine:
determine:
TV viewing data to mobile devices in same HH
Those TV viewers when they are near retail
Whether consumers actually visit the stores
Whether store visits resulted in purchases
THANK YOU

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TMK | Mobile Overview | March 2015

  • 1. MOBILE OVERVIEW | MARCH 2015
  • 2. WE LIVE IN A MULTI-DEVICE WORLD...
  • 3. ...AND MOBILE IS AT THE CENTER
  • 4. 4 IN 2000, THERE WERE 0.5 B PEOPLE ONLINE AND 0 SMARTPHONES 3.5 3.0 2.5 2.0 1.5 0.0 1.0 0.5 20001995 Billion People Online People Online Smartphones Source: ITU, a16z
  • 5. 5 IN 2014, THERE WERE 3 B PEOPLE ONLINE AND 2 B SMARTPHONES 3.5 3.0 2.5 2.0 1.5 0.0 1.0 0.5 20001995 People Online Smartphones 2014 Billion People Online Source: ITU, a16z
  • 6. 6 IN THE NEXT 5 YEARS, ANOTHER 1 B PEOPLE WILL COME ONLINE... THROUGH SMARTPHONES Source: ITU, a16z 5 4 3 2 0 1 20001995 2014 Billion People Online 2020 People Online Smartphones
  • 7. 7 BY 2020, 80% OF ADULTS ON EARTH WILL HAVE A SMARTPHONE Source: World Bank, GSMA, a16z 8 7 6 5 4 0 3 2 ADULTSPOPULATION 2014 Growth to 2020 PCs Global Population (bn) 1 SMARTPHONESMOBILETV AUDIENCE
  • 8. 8 THE SMARTPHONE INDUSTRY ALREADY DWARFS THE PC INDUSTRY Source: Gartner, Apple, Google, a16z PCs iOS & Android Quarterly Shipments (m) 300 250 200 150 100 0 50 MARCH 95 MARCH 97 MARCH 99 MARCH 01 MARCH 03 MARCH 05 MARCH 07 MARCH 09 MARCH 11 MARCH 13
  • 9. 9 SMARTPHONES & TABLETS = 50% OF ALL CONSUMER ELECTRONICS Source: GfK, a16z Smartphone & Tablet Share of Global CE retail Revenue 50% 40% 30% 20% 10% 0% 2008 2009 2010 2011 2012 2013 2014
  • 10. 10 45% OF ALL VIDEO PLAYERS ARE MOBILE AND ONLY 24% ARE TVS Source: Apple, Google, nokia, blackberry, displaysearch Global Install Base of Video Players TVs 24% iOS 13% Google Android 23% Chinese Android 9% PCs & Macs 30% WP/RIM 1%
  • 11. 11 WHICH MEDIA WOULD CHILDREN MISS THE MOST? Source: Ofcom 100% 75% 50% 25% 0.0 BOYS OtherTV set ‘Media You Would Miss Most’. UK aged 11-15 Games ConsolePC GIRLS Mobile & Tablet
  • 12. MOBILE IS THE “ENABLER” OF THE INTERNET OF THINGS
  • 13. 13 WEARABLE TECH PEOPLE ACTUALLY WANT TO WEAR
  • 15. 15 NEURAL CENTER OF THE CONNECTED HOME “THE TALK OF CES 2015” Consumers Intending to Buy Smart Home Devices in NEXT 12 Months U.S. Broadband Households
  • 17. 17 WE ARE AT THE BEGINNING OF THE POST-PC ERA OF CONNECTIVITY AND MOBILE IS DRIVING IT
  • 18. BUT WHY HAS MOBILE SEEN SUCH GROWTH?
  • 19. 19 A NEW iPHONE HAS 625 TIMES MORE COMPUTING POWER THAN A 1995 PENTIUM Source: Apple, Intel, a16z A SMARTPHONE IS A SUPERCOMPUTER IN YOUR POCKET APPLE SOLD 25 TIMES MORE PROCESSING POWER DURING IPHONE LAUNCH WEEKEND THAN EXISTED IN ALL THE PCS ON EARTH IN 1995
  • 20. 20 SMARTPHONES SELL TO EVERYONE. YES, EVERYONE AS INCOME FALLS, THE UTILITY OF MOBILE INCREASES Source: Ericsson, Mckinsey Sub-Saharan Africa Population Coverage 80% 70% 60% 50% 40% 0% 30% 20% CELLULAR COVERAGE 10% 3G COVERAGE NOW 3G COVERAGE BY 2019 ELECTRICITY MOBILE USERS
  • 21. 21 BUT A SMARTPHONE IS ALSO INHERENTLY DIFFERENT AND MORE USEFUL THAN A PC: Source: Apple, Intel, a16z PERSONAL SOCIAL GOES EVERYWHERE SENSORS, CAMERAS, GPS, PAYMENTS AND MUCH, MUCH EASIER TO USE
  • 22. 22 Source: Comscore Multi-platform & Mobile Metrix, us, June 2013 - June 2014 MOBILE APPS ARE OFTEN HIGHLY VERTICALIZED MARKETPLACES CONTAINING WILDLY SUPERIOR USER EXPERIENCES P.S. MORE TIME IS SPENT IN MOBILE APPS THAN ON ALL OF THE WEB GREAT EXPERIENCES WIN
  • 23. 23 UBER Revenue is 100% mobile Revenue grew 300% in 2014 and is accelerating Gross revenue run rate of $10 B by end of 2015 Operates in 150 cities in 46 countries Source: Business Insider, Nov 2014 > > > >
  • 24. 24 PANDORA 78% of total revenue comes from mobile Mobile revenue grew 52% year-over-year (Q3 2014) 3.9 billion hours of music listened via mobile (Q3) Source: Pandora Q3 2014 Financial Results > > >
  • 25. 25 AMAZON 86 million mobile users each month 41% of audience is coming via mobile only 60% of 2014 holiday sales were on mobile Total holiday sales via app doubled in 2014 Source: TechCrunch, Dec 2014 > > > >
  • 26. 26 STARBUCKS mobile is 20% of total US revenue 7 million mobile payment transactions per week New COO is former technology pioneer Source: WSJ, Jan 2015 > > >
  • 27. MEDIA - DISRUPTIONS & IMPLICATIONS
  • 28. 28 Mobile connects — digital & physical experiences, devices, media Every brand has mobile “moments” with their customers — good or bad Mobile increases opportunities for all media channels New mobile platforms will create new user experiences and moments 4 IMPORTANT THINGS ABOUT MOBILE & MEDIA 1: 2: 3: 4:
  • 30. 30 OLD SHOPPING MODEL AWARENESS CONSIDERATION PURCHASE
  • 31. 31 PURCHASE MOBILE DISRUPTION IN RETAIL CONSIDERATION AWARENESS CONSIDERATION CONSIDERATION PURCHASE AWARENESS PURCHASE CONSIDERATION AWARENESS CONSIDERATION PURCHASE ADVOCACY AWARENESS ADVOCACY AWARENESS T.V., PRINT CONSIDERATION ASK A FAMILY MEMBER PURCHASE IN STORE THE NEW MOBILE PURCHASE FUNNEL COMBINES AWARENESS, CONSIDERATION, PURCHASE & ADVOCACY INTO ONE EXPERIENCE THAT TRAVELS WITH YOU ANYWHERE, ANYTIME PAST PRESENT SHOPKICK - USES GEO FENCING TO PROVIDE SHOPPERS DEALS WHILE IN-STORE SHOPKICK - USES GEO FENCING TO PROVIDE SHOPPERS DEALS WHILE IN-STORE REDLASER - BARCODE SCANNER. PRICE COMPARE INSTANTLY WITH TOP TIER RETAILERS FANCY - COMBINES PINTEREST AND MOBILE ECOMMERCE
  • 32. 32 MOBILE DISRUPTION IN RETAIL PURCHASE AWARENESS ADVOCACY CONSIDERATION PURCHASE CONSIDERATION ADVOCACY MOBILE EMPOWERS SHOPPERS AND MAKES BRAND ADVOCACY POSSIBLE, IN REAL-TIME
  • 33. 33 MOBILE LANDSCAPE CONSIDERATION BANK/PAY GET SMARTER EAT/DRINK COMMUNICATE WATCH/LEARN/LISTEN GAME TRAVEL ZOCDOC MD LIVE AETNA MY FITNESS PAL DOC ON DEMAND WEB MD KAISER PERMANENTE FITBIT LIVE HEALTHIER DOWNCAST SPOTIFY PANDORA FLIPBOARD NETFLIX NYTIMES YOUTUBE FACEBOOK YOUTUBE GMAIL INSTAGRAM WHATSAPP TWITTER SKYPE SNAPCHAT GOOGLE+ VINE PINTEREST LINKEDIN CHASE CAPITAL ONE MINT VENMO GOOGLE WALLET SEARCH GOOGLE MAPS GOOGLE TRANSLATE EVERNOTE WEATHER CHANNEL CAMERA DROPBOX SEEMLESS YELP OPEN TABLE STARBUCKS FOOD NETWORK MY RECIPE BOOK UBER KAYAK HOTELS TRAVELOCITY WAZE THE EXTENT OF MOBILE DISRUPTION HAS ONLY SCRATCHED THE SURFACE
  • 37. 37
  • 39. 39
  • 40. 40
  • 42. 42
  • 43. 43
  • 45. 45 product: Place Visit Rate (PVR) PVR = # of exposed devices observed in location # of exposed devices
  • 47. 47
  • 48. 48
  • 51. 51 We’re Building The Technology That Maps The Cross-device World.
  • 53. 53 product: Online Campaign Ratings (OCR) Cross-Platform Campaign Ratings (XCR) OCR: next-day view of online & mobile audience XCR: unduplicated cross-platform reach
  • 54. 54 product: PIQ PrimeTime HH set-top box data from Rentrak is merged with location analytics from PlaceIQ Target consumers when they are mobile and on-the-go, based on their TV viewership
  • 56. 56 connect: target: determine: determine: TV viewing data to mobile devices in same HH Those TV viewers when they are near retail Whether consumers actually visit the stores Whether store visits resulted in purchases