Posted by admin@theupgroup
- Chairperson: Judy Gibbons – NED, Guardian Media Group (ex-Accel)
- Trader Media Group
- Mobile Monday
1. Is Mobile just another channel or a distinct new business opportunity? If it’s a single-minded opportunity do you think about Mobile separately from Tablets. If it’s multichannel, how do you think about mobile as a channel?
‘If you have to distil down what it is in essence – it’s about connectivity. You are actually connected live wherever you are. The constant connectivity is the key difference for me when it comes to Mobile versus Tablet. You are in the pocket of that person 24/7. That’s why it affects every industry like payments for instance, because you have 100% connectivity.’
‘Until I’m carrying a tablet in my pocket there’s an awful lot I’ll do on my phone that I won’t do on my iPad. That’s a real differentiator.’
‘There is a lot of evidence out there of companies that have grown very large off the back of having a Mobile presence, e.g. Mobile Advertising businesses like Velti prove that having a clear mobile focus will enable businesses to win.’
‘The channel is not an end in itself; it’s a means to an end. Some of us couldn’t make money without mobile because our businesses couldn’t exist without it.’
‘From an advertising perspective it’s the output rather than input. There will be a time in advertising when Mobile becomes just one mechanism to reach the consumer. It will become about connected devices.’
‘Isn’t Mobile just a label for the stuff that we haven’t quite worked out yet that’s still nascent and bleeding edge?’
‘If you think about Mobile as a channel, it’s one that can be used in conjunction with others, which isn’t necessarily the case for all channels. You can’t use radio at the same time as TV to target consumers, for example. But you can use Mobile at same time as Radio, TV and Print.’
‘Mobile means that we live in a world where everyone is ‘chipped’. Even banking doesn’t have that. Nothing has the penetration on a global basis like Mobile. That network effect is completely unprecedented; it’s hard to predict and will be changing for next 20 years.’
2. Many of you are involved in start-ups. You have to make bets on where you place your money. On one side you have iPhone and Android with a successful app store and billing mechanism. Then on the other a whole array of other platforms and HTML5. How are you thinking about where you’re going to place your bets in the next 12-18 months in terms of development investment?
Touchnote: ‘We have our app on each and every platform. The next 12 months for us will be focussed on iPhone/iPad. With HTML5 it depends on what you do. As a business, it’s relevant for some companies but not all. App store success is all driven by ratings. It’s never been such a problematic market for app builders.’
Facebook: ‘We’re investing very heavily in HTML5. Despite being a big brand we’re actually quite limited on resources; through our own choice. We are definitely multichannel operating across anything we can get our hands on. But we want the best experience possible so we have made significant engineering investment in to HTML5 and are working to get the spec better. Introducing HTML5 caused some slowing initially but we got rid of the bugs. It’s a fundamental belief that we have to nail HTML5 because from our perspective we have to make sure Facebook works on as many platforms as possible. HTML5 is slow at the moment but once we fixed the bugs users started coming back to it.’
WeeWorld: ‘If you want app store distribution you have to be native. With native apps you have the opportunity to take advantage of all the cool features of the phone.’
EchoEcho: ‘We’re a small start-up and we made the decision very early on to be cross-platform. Undoubtedly it has slowed us down but it provides us with a different kind of story. It’s interesting to see spikes in traffic from users on different platforms.’
Comscore: ‘89% of UK doesn’t have an IPhone. Do you want a big audience or a small audience that will use your app intensely? Only you can decide that based on your business and data from the market.’
3. You’re all very familiar with mobile and what’s happening in terms of tech adoption curves. If you had $3m and weren’t doing your day job where would you place a bet in terms of a new consumer opportunity? What’s exciting and will be emerging?
‘The loyalty area is interesting. Taking traditional card schemes and putting them on a device and to be able to then pay with the device. That area will transform.’
‘Data, data analysis and real time synthesis. It’s about knowing what the consumer is about to buy. There is a huge data play emerging. The company that can, in a sophisticated way, synthesise data is going to make a mint.’
‘Education and emerging markets. Being able to create educational based services on the smartphone and to provide personalised learning lessons on a daily basis with fresh new content and learning each morning. It’s a massive market opportunity.’
‘eCommerce – there’s a great opportunity for rich and beautiful entertaining shopping experiences. Things like interactive catalogues.’
‘On and offline shopping experience convergence presents a great opportunity: using devices to augment your experience in the bricks and mortar world will be huge. 54% of iPhone users leave a store and buy the item more cheaply online. There’s an opportunity to keep them in store using the mobile.’
‘Screens that will become increasingly flexible. Already it’s happening and it’s possible to have screens on the side of the bus as well as 3D printing. The concept of the side of the bus or any surface as a mobile device is exciting.’
‘Health technology. Being able to track your health stats through your mobile.’
Thanks to all who attended, a really interesting and lively event!