Archives for posts with tag: mobile

KPCB Internet Trends (2011)

Advertising

While online advertising is booming, it’s still not on par with time investment by people per medium. Print is hugely overpriced, representing 8% of people’s time and 27% of ad spending. Contrast that to mobile: 8% of time spent and 0.5% of ad spending.

Content Creation

Content creation has become a commodity. Newspaper continues to decline while we experience the golden age of content aggregation.

Commerce

E-commerce now represents 8% of all retail commerce and will grow dramatically. Retailers beware: The #1 reason for customers to abandon the in-store purchase is because they found cheaper options online. #2 reason: They found a cheaper price at a different store.

Economy

We might muddle our way through it. Or the economy collapses. Nobody knows. This uncertainty is the biggest challenge for politicians, economist and people. Uncertainty might be the new normal.

Empowering people

More people have access to the wireless grid (85%) than electricity. Over 200 million farmers in India receive payments via mobile devices and they have become instrumental during disasters.

Globalization

While we talk in our echo chamber all day long about Amazon, Apple, Facebook and Google (and they remain global mega-leaders) Internet giants from China and Russia (Baidu, Tencent and Yandex) are catching up quickly.

Here’s an eye-opener: 81% of users of the top global Internet Properties are outside the U.S.

Identity

A big challenge for all of us: How will identify and authenticate the almost billion Facebook customers with the 1.4 billion mobile customers by 2012?

Innovation

The economy is down but U.S. mobile innovation is still the global leader: Made in the US-smartphone operating systems – Android, iOS and Windows Mobile – have increases market share from 5% in 2005 to 65% today.

Mobile

Mobile subscriber growth is more explosive than the initial Internet adoption, leaving TV adoption in the dust. Smartphone shipments have surpassed feature phone shipments.

Usability

Usability matters and it will become even more important over time to deliver complex services to people through a simple interface. The next revolution? Between your ears. Voice recognition, sound creation and sharing, and audio interfaces.

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Last week, comScore released data from its comScore MobilLens service, finding that in June 2011, 14 million mobile users in the U.S, representing 6.2 percent of the total mobile audience, scanned a QR or bar code on their mobile device.

The press release continues:

“The study found that a mobile user that scanned a QR or bar code during the month was more likely to be male (60.5 percent of code scanning audience), skew toward ages 18-34 (53.4 percent) and have a household income of $100k or above (36.1 percent). The study also analyzed the source and location of QR or bar code scanning, finding that users are most likely to scan codes found in newspapers/magazines and on product packaging and do so while at home or in a store.”

comScore summarizes:

“QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” said Mark Donovan, comScore senior vice president of mobile. “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”

Are we close to the age of QR codes?

Let’s look at the data:

· comScore didn’t differentiate between QR and bar code. That’s a big problem. While QR codes are seen as a promotional vehicle by customers, bar codes are regarded as information devices. Many apps rely on bar codes to deliver data: Fooducate gives customers the opportunity to scan the bar code of a product and find healthier alternatives. Red Laser helps customer to find cheaper alternatives.

· The majority of scans take place inside retail/grocery stores, followed by scanning at home. Another indication that bar code scanning trumps QR code scanning.

· The study neglects to tell us how frequently users snap the codes. This post calculates that the odds of any individual holding a smart phone actually scanning your code on a given day are 1 in 244. Currently, that’s a better return than any display ads statistics I’ve seen in a while. Very likely, this will change over time when the novelty wears off.

What to do now.

QR codes are just a bridge to sophisticated image recognition. Google Goggles is fairly far along, Mobius offers an interesting product and very soon image recognition will make the use of QR codes look as ancient as Windows 95.

QR codes ask too much from customers: They have to download scanning apps and learn how to use them. Not all codes work for all apps, that leads to increasing customer frustration with this tool. Then you have to shoot the code, hold the phone steady and hope your mobile network is fast enough.

Oh, by the way, you haven’t started your work yet: Development and management of mobile barcodes. Creating content that engages the mobile customer. Are all the codes cross-platform? How much space do you have to dedicate to explain to customers what to do? What is left for your real message?

My advice: If you think about launching a QR code initiative next year, think again. By next year, image recognition will have improved dramatically and we can look at the QR as the ancient hieroglyphs they will be by 2012.

If you’re in the middle of a QR initiative, think twice where you place them. I’ve seen in-flight magazines with bar codes. What a waste. Having them placed inside leafing magazines (from page to page: EsquireMen’s Health) might be worthwhile, people are looking for entertainment. A QR Code in the New Yorker? Not so much.

Oh, and having a placement in the subway where people don’t have any Internet connection makes really no sense. And I’m being extremely polite here.

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This post appeared first on Jack Myers’ MediaBizBlogger site.

1. No more “This is the year of mobile.” 2010 was the year of mobile.

2. Privacy is not dead. People might not care that much about privacy. But Washington does. Just like the banks, we weren’t able to regulate ourselves or trim at least the excesses.

3. The noise is deafening. We need more signals.

4. It’s not about what you know. It’s about what you share.

5. Location at its current state is overhyped. Future location platforms/tools are under hyped.

6. Own your own domain. Don’t buy into the notion that being on Facebook is more important than developing your own content on your own platform.

7. Most people that recommend bright, shiny objects (Groupon, Foursquare, etc.) never used the platform/tools and just hype it because everybody else hypes it.

8. Media people are just like the rest of the population: They never click on banners.

9. Quora is powerful. Explore it.

10. Getting out of the advertising echo chamber is essential to understand the future of media and marketing.

11. Ever heard of VRM? You should. It’s just a Google query away.

12. I’m an idiot. That’s a perfect place to start from. When I’m open to the fact that there’s much to be learned. That my first answer is not the right answer. And, definitely not the best one.

13. You are what you consume. That goes for food, good wine and cheap blogs. Make sure to digest only the best. It will make you a better person.

13 ½. The Dodgers suck (Well, I knew that since they never delivered a World Series since I moved to Los Angeles in 1996)

13 ¾ Travel is under-rated. I knew that, too. But I wanted to put this on the list in case I’m ever tempted to say no to a trip.