Tesco installed QR-enabled virtual stores in subways

In one year, registered users increased 76%, online sales increased 130%
2011 Altimeter Group

The connected customer sees the world differently, uniting the online and offline world for others to see & experience

2011 Altimeter Group

The Sentient World

The Death Of Static Content

Content Via Platforms Chris Silva @802dotchris Analyst, Altimeter Group

Agenda
1. Customers are waiting, competition is not

2. Everyone and nobodys driving, what do you do?

3. Next Stop: Sentient World 4. Recommendations

2011 Altimeter Group

Q: Which Of These Are Content?

Send Your Answers via Twitter using #sentientworld hashtag.

2011 Altimeter Group

Agenda
1. Customers are waiting, competition is not

2. Everyone and nobodys driving, what do you do?

3. Next Stop: Sentient World 4. Recommendations

2011 Altimeter Group

Your Users Are Mobile Now, But Were Just Getting Started.

Mobile growth is explosive

Source: Morgan Stanley Research

2011 Altimeter Group

While Mobile is explosive, its amorphous

Source: Morgan Stanley Research

2011 Altimeter Group

The ways people use mobile radically varies

2011 Altimeter Group

11

Content types well be adding within the next three years? Mobiles the easy answer David Berkowitz, 360i

2011 Altimeter Group

12

Audience Poll
Which of the following, in your organization, leads mobile strategy today? 1. IT 2. Marketing

3. Not sure
4. Nobody is running it today

2011 Altimeter Group

The New Competition: Partners and Customers Are Frenemies.

14

Content marketers plan to beef up their mobile strategy in the next one to three years. Where will you be?

2011 Altimeter Group

15

26% of apps downloaded in 2010 were only used once. Amount of downloads, like ratings, can be an inaccurate measure of success.
2011 Altimeter Group

16

How Mobile Changes The Game

Were just at the 50% mark of smartphone users now, but its growing fast, theres little time to see how things play out, theyre playing Think of apps as more than just native programs, its a compelling user experience that brings something Mobile enables the gathering, sharing and memeing of information, content that tells a story wins.

2011 Altimeter Group

17

Agenda
1. Customers are waiting, competition is not

2. Everyone and nobodys driving, what do you

do? 3. Next Stop: Sentient World 4. Recommendations

2011 Altimeter Group

Mobile Demands Its Own Resources, The Time is Now For a Mobile Strategist

19

Role of the Corporate Mobile Strategist

CMO CIO Head of Digital Marketing

Content Marketing

Mobile Strategist

Agency

Internal developers

Who will you turn to for mobile strategy and app development? An agency, internal resources, or both? Likely both.

2011 Altimeter Group

20

Where Are We Today?

Run-Up Adoption Normalization

Number of Tools

Breadth of Relevance
2011 Altimeter Group

Were at the point where complexity will crest, investments flourish. Things get complicated before they simplify.

21

Why Now Is The Time For Strategy

Mobile partners and opportunities abound today, many have not been vetted or quantified, many chase the means, not the end. Were in early days and the ecosystem is going to get more complex before it standardizes. Customers are already there, thirsting for content and condition for a story line that follows them, be on the page.

2011 Altimeter Group

22

Agenda
1. Customers are waiting, competition is not

2. Everyone and nobodys driving, what do you do?

3. Next Stop: Sentient World 4. Recommendations

2011 Altimeter Group

The Sentient World Whats smarter: A college grad or your future fridge?

24

Q: Which Of These Are Content? A: All Of Them

2011 Altimeter Group

25

Popar 3-D Books: Content From Content

2011 Altimeter Group

Office Seekers Interact With Their Environment To Find Space

Users can view full descriptions of each centers facilities, as well as photos.

2011 Altimeter Group

27

Todays Advanced Technology Is Reactive

2011 Altimeter Group

28

What the future will bring

I walk into my local grocery store

2011 Altimeter Group

29

The store knows its me

Social check-ins (Four Square, Yelp, Facebook Places) Near Field Communications
2011 Altimeter Group

30

I get coupons to use right away

Today
2011 Altimeter Group

Coupons sent based on shopping list

31

What Happens When Interaction Goes Autonomous?

Automobiles and appliances will transition to complex management systems. What are the inherent risks and challenges?

2011 Altimeter Group

32

Dynamic, Automatic Connections Means More Dynamic, Customized Content

Cars with predictive technology would allow for vehicles to learn from drivers daily habits and adapt accordingly.

2011 Altimeter Group

33

Content Will Be Everywhere And Autonomous

Googles Project Glass Takes New, Dynamic Content And Applies It Throughout Your Day.

2011 Altimeter Group

34

Sentient World Has Many Questions Still

If everything emits data (things, human bodies, earth and beyond), how will we sort intelligence from noise? Beyond traditional communication, how will consumers communicate with in-animate objects? At what point does this new world become selfsufficient beyond human intervention? Which companies will benefit from this?

2011 Altimeter Group

35

Agenda
1. Customers are waiting, competition is not

2. Everyone and nobodys driving, what do you do?

3. Next Stop: Sentient World 4. Recommendations

2011 Altimeter Group

36

Audience Poll Results

We asked you top share which department and title in your organization owns mobile today.
You Said IT
IT is not an uncommon place for mobile to live, but expect strong internal strength and weak external design.

You Said Mktg

Marketing provides strong links to external expertise, strength of design but may be an island.

You Said ???

Youve got a blank slate to create mobile ops, be sure that IT and marketing are involved, weigh external resources.

2011 Altimeter Group

Its Time To Start Participating In The Dialogue

38

Where To Next?
Static content is waning, customers are looking to mobile to change their experience, start exploring the potential today. A first step to take in strategy is forming a mobile strategist role or function, someone must coordinate. The future is bright, and not to be feared. Look forward to the potential, dont focus on the disruption, of the sentient world.

2011 Altimeter Group

39

Content is forever changed, its time to participate in the sentient world.

Chris Silva
Industry Analyst, Mobile
csilva@altimetergroup.com http://www.makemobilework.com @802dotchris

2011 Altimeter Group