Map the Mobile Opportunity

For many people in the world today, a mobile device will provide their fi rst digital experience. For them, their mobile device is the Web. By eMarketer estimates, 3.9 billion—yes, billion—people will own a mobile phone in

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2012, so the mobile opportunity is clearly OPPORTUNITY MOBILE THE MAP signifi cant. The best way to get started in mobile marketing is by understanding the current landscape, which dictates whom you can reach now and how to do so effectively. In this chapter, we’ll walk you through the key market data and landscape insights you’ll need to understand in order to successfully capitalize 1 on this mobile opportunity.

COPYRIGHTEDChapter Contents MATERIAL Market size and growth potential The global rise of smart devices Key mobile activities How mobile is changing the face of … everything 2 C HAPTER 1: M A P T HE MOBILE OPPORTUNITY u sense o sense the T a constant stream o stream a constant r w g tio w d now ex sumers ub p ( i t y m W Market Size and Growth Potentia activit l x o of of x talkin communications (NFC) ve all mobile users, which includes anyone who owns any kind of mobile phone of mobile kind any anyone who owns includes which users, mobile all andscape in relation to ownership of the key device type (smartphones) and the key the and (smartphones) type key device of the toownership relation in andscape n stores to the refrigerators in their kitchens. The future this heralds is the “internet “internet the is heralds this future The kitchens. their in refrigerators tothe n stores December 9, 2010).December For now, mobile h eason t eason ou to un to ou uarantee f evices o evices eo h e’ve found that that diversit that e’ve that found it obile phone. In time, as the mobile phone becomes more sophisticated and enables enables and moresophisticated phone becomes mobile the as time, In phone. obile t e h h i p n e h q h h ic pl en g latforms, from s uitous f eac ings,” or as ings,” oras ) rowin ouse. l act t act e carr wi e g y As mobile In this cha this In Bein receiving and 24/7, sending connected be will average long, consumers Before The easiest wa easiest The Y gi u G Jo anal l f with the followin eaving t h (mobile web usa t tin h ou’ll hear from Jo from ou’ll hear h re y as grown commensurate grown as ll ne f h at most mar at most l ot h a Liuzzo, former vice vice former Liuzzo, on oc g y e mo . g g y at mo at g l y Sterlin ll ou t ou editor for the online online forthe editor

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erate t ph ome an ome d y k to make sense of the mobile user base is to illustrate the toillustrate is base user mobile of the sense tomake ata ata eters ones can ma can ones , g b it may en y p g e) we’ve the as donein ase is our our is ase l y f our mar our ex hone h y re rom a h and Gre and ome a ome ll h is tren d g times, w times, p ave s y k g car an car f htEx erts: p —often referred toas referred —often

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eing t eing jects t jects l h h ll w oa y put: i y put: eriences, eriences, machi to new and increasin and tonew ma as to s is increasin s is ww. f g Search Engine Land or essentia f l. hout this cha hout this ew f p rom using mo rom using i k ertise as well as what we learned from welearned what as well as ertise h h ns es t b e b n at surroun at py f y l e, too. Yet too. e, a it is asic essentia o your au your e it igh s consumers use their mobile devices. mobile their use s consumers g - n h b ramid in Fi in ramid y to Market Intelli ly em rowse, an rowse, meters to meters Internet-ena f texpress.co ra -m t l s t gly h g b achi ing you nee ing mentatio ot h p d

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u 3 MARKET SIZE AND GROWTH POTENTIAL

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a at t nifi p h ou h f h g at su h smartphones are accessing of capable the mobile web, and most all) not (but ecoming a t t l t able of nothin of able t h one users l g ou willou often hear or less-so older b p web d ones

ese users are e wor A Let’s start wit All Y ear overni ear in s t ph te l h h le d ph ast ast e hics mobile of are e i p users own smart pp t f 2016, 2016, u p d l b lf d the iPhone. at t ob here a si e ere ca isa a evices wit hones, in the most-develo hone ownershone do surf their the numbers Web, are dwindlin y ra h ure ure of handsetof re eMarketer are are and touchscreendis an inc b t w w g h smart m p p d d t w acce more recent (an mo 4 C HAPTER 1: MAP THE MOBILE OPPORTU NITY u sheer numbers and consider the the consider and numbers sheer B a mobile-user fi The Americas. the in remainder the and Africa) and Asia-Pacifi the in found be f p South Korea, making these markets the world’s the developed. markets most these making Korea, South and Japan in and much of Europe, Western across America, North in range percent or a hone. That is ake is hone. That razil I q , and Russia and S 1. Table The size of the mobile user user mobile of the size The uick reference reference uick ource: eMar Wor N La M E Asi R urope egio orth America orth i tin dd a ld -P le E A n wi 1 a meric Asia-Pacifi c is home to more than half of the world’s mobile users. (2012users. mobile Asia-Pacifi world’s the of half than more to home is c cifi m M m 100 even exceed percent, whenitisobviousthatnotever can countries wh Thisexplains subscribers. astwo counted example),phone (one for work, homeandonefor for meanin t T diffinterchangeably, represent theyactually but erentgroups. b y A B of mobile d a ends to be the bigger number simpl thebiggernumber ends tobe p ou’re looking at mobile population bases, it’s important to distinguish inparticular todistinguish it’s important ou’re bases, atmobilepopulation looking he n etween m ny data related to mobile is inevitably going to lead to some big numbers, so when so bignumbers, goingtoleadsome tomobileisinevitably ny related data k i st e o obile users tends to be signifi tendstobe obile users cantl obile subscri c eter, Apri ers g b a Numbers: Subscribers versus Numbers: User Subscribers i a l n u e . d p m u y Afric ective are, in descendin s b metric forassessin metric e p er g l rs 201 enetration—than that of mobile subscribers orsubscri thatofmobilesubscribers enetration—than ob uide to mobile user user tomobile uide , on the other hand, signify oneuser/one, ontheotherhand, signify o thenumber phone. aresult, As a o f m ile s 2 p tion. c region, nearly one-third in EMEA (Europe, Middle East, East, Middle (Europe, EMEA in one-third nearly c region, ob ub ile scri sub b p ers ers scri ercenta p a o 3 26 389.9 48 6 2, Users b n , 4 ers p 15 933 d 5. 4 0 ulation is im is ulation m . .9 2 6 is the number of active mobile subscriptions, andthat mobilesubscriptions, ofactive isthenumber 3 g . . 5 ( 3 ob Mi a market’s overall develo amarket’s overall g y y smaller—and agenerall e of the total total e of the because a single person can have can morethanone asingleperson because ile p ll g ions enetration rates. The rates. enetration order, China, India, the United States, United the India, order, China, u sers ) y . mobile subscriber penetration inman penetration mobilesubscriber Thetw p ortant, but ortant, s ve largest single markets from markets single ve largest o p terms terms o p ulation that owns a mobile amobile owns that ulation g a that one person thatoneperson y re s ) more accurate measure moreaccurate y p o y ou need to look tolook ou need tions. metimes are in the 75 the in to85 are p ment. See Table See ment. 1.2 y person hasa person u se g ets d

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p ast u 5 MARKET SIZE AND GROWTH POTENTIAL ! d ine or b d ations. e l h mobile engaging in ion d ll er reac h e user popu l i b evices an ave eit ave 880.4 mi d h d eir ets ets . Western Europe com h ulations make for massive k d p o c countries like Indonesia, p ing t d growing mo d ese mar h ina’s estimate ina’s States an States on h d e an ti it. at t a b bl h s. C s. l e Unite etai h ulous Asia-Pacifi ulous icate t at inat a d t p d ser Penetr ser rom usersrom upgra h f oast siza o f U b or p f ile ile % % % % % % rowth in new users has to a trickle. slowed The real % % % % % % % % % % % % % % % % % so inso so so g l l 7.9 3.2 9.0 9.0 9.6 9.5 5.8 6.8 6.5 4.0 65.1 60.0 58.0 56.0 55.1 55.0 36.5 7 7 7 7 7 7 7 7 66.6 65.5 Mob 85.0 84.0 82.8 80.7 7 7 get to t ations o l ll 2 ippines a 201 popu l l l i a h e m a pe s e P saturation, so a eter, Apri eter, c te h e tota g urop e k a or Region or E a d h t y ases. See Figure 1.2 y a Mobile user penetration varies widely region by and country (2012) merica St li d t 2 a wi b o Americ A d e penetration rates a a ese countries is coming a d nesi h a n ld h entina zil an h r nc ue activities. We’ activities. ue rt str ssi in g l a estern o p do exic iddle East/Africiddle a nite erman u r ountr h atin r f course, the sheer scale China of and India’s L In B W Asia-Pacifi M M Italy Ar Spai U F No Ru Euro Eastern Canad C C Kore South Ja United Kingdo G W A roachin ource: eMar ource: O S Hig Table 1. e user l pp er-va i I istan, an b h k ig sers excee sers India is far not behind, and other mo u h action in t Pa are a 6 C HAPT ER 1: MAP THE MOBILE OPPORTU NITY u r Asia-Pacifi the and East, Middle the and Africa America, of Latin markets emerging 75 world’s of the the in percent reside estimates users mobile eMarketer all, In 303www. 1.2 Figure 139093 Source: eMarketer,April2012 Hong Kong mobile phoneandusethephone(s)atleastoncepermonth;*excludes Note: mobilephoneusersareindividualsofanyagewhoownatleast one Worldwide —Canada —US —Other —Russia Europe Eastern —Other —Spain —Italy —France —UK —Germany Europe Western —Other —Argentina —Mexico —Brazil Latin America & Africa Middle East —Other —Australia —South Korea —Japan —Indonesia —India —China* millions Country, 2010-2016 Mobile PhoneUsersWorldwide,byRegionand A America North e sia-Pacific g ion . The scale of emerging market mobile usage is immense is usage mobile market emerging of scale The 3,361.6 1,750.5 2010 252.8 293.3 402.7 347.8 232.2 424.3 314.5 100.6 106.9 104.6 195.7 387.1 20.6 671.1 40.9 34.9 45.3 97.6 62.7 47.3 73.3 161.1 15.6 55.1 31.0 51.1 3,646.8 1,948.2 2011 259.4 369.2 322.6 202.2 780.6 302.1 445.1 457.7 237.7 109.9 105.8 130.2 416.2 168.1 99.9 32.2 35.8 48.8 75.0 64.3 47.0 16.6 59.1 21.8 41.2 51.7 3,933.3 2,152.5 2012 265.6 389.9 484.9 329.4 880.4 242.8 208.7 470.0 310.9 487.2 102.2 107.0 148.9 174.0 119.3 50.0 65.6 52.2 22.8 36.6 63.2 48.4 76.6 33.3 41.5 17.5 2,345.6 4,206.7 2013 409.3 524.8 336.0 524.9 975.4 247.5 319.7 271.3 160.5 108.2 516.5 215.2 128.9 104.4 178.5 66.8 49.8 23.8 78.0 34.5 52.7 67.4 37.5 18.2 41.9 51.3 2,519.6 4,451.4 1,051.2 2014 . 556.6 328.4 342.4 276.9 427.4 547.3 106.6 252.1 109.3 182.8 169.7 221.7 137.7 581.1 68.0 52.4 53.2 42.2 24.8 35.3 38.3 79.4 51.2 18.9 71.7 2,690.8 4,695.4 2015 1,122.4 282.0 593.8 444.5 337.0 256.2 347.4 228.2 e 638.4 578.6 108.8 186.5 146.5 179.0 110.4 52.0 36.0 80.4 Marketer 42.5 53.4 53.4 25.7 75.4 69.1 19.4 39.1 4,907.4 2,833.3 2016 1,187.5 629.6 286.2 345.0 259.6 602.3 461.7 351.7 190.2 155.5 185.9 684.1 234.1 .com 110.9 110.9 26.5 69.8 39.9 36.8 42.8 54.3 52.7 53.7 19.8 81.3 79.1 c u 7 THE GLOBAL RISE OF SMART DEVICES e or h f

d ere . isti- ave ual h h an t an h q

- h ut ut e ll b h t met a room for d g at isat w ly . arge, arge, izing l l h onesia, an d d ian communi- eters wi eters ormation to d e opportunity e more sop ets, ets, f k l oses with e k out more t out ective i h p a tanta b b In ff h l ur ina, In ina, s e enever. T enever. p e pyrami l h e, indicatin e, connect an xed-linenetworks h h e mo y p evice, t e t h armers via text messages. f ut it’s a ut it’s d h f ringing in ringing t

b f e too to C o l b e l h venues mar venues d h opportunity remains l d t ey suggest suc ow t a eve h b d h at t l among rura erever, w erever, o

ers in emerging mar avor, l h h f h b d ut ies—in e g b l s to rura h e’s e’s , w ital-intensive fi e extent o l d ecause t ecause i p d h s, t isticate b b d h ogy ca l ia, ia, to see t researc e secon l g d y as since sprea h ortant, no them to crucial data for a modest cost could h In

er wor p g h d h d consumers to communications, media, and at t at ogica g l k e massive user num e massive ing in mo in ing e tec ina an h s l e more occasions an k oo h i etermining t e more sop l h ut it’s eas ut it’s y t b d h ce ropo ity pricing tren b b e C t

i k h d d i d l e et’s et’s s, s, staying connecte l l k mo y: T f d l o ia in 2009 an l etrac es, an es, counterparts. In ot rt Dev rt d l d e Too actors in consumers is im a bl commo f f out and maintainin and out d g d actors are wor Li ey ey y in countries f l in In in g eir rura k f Sm d h ar extensive ant l . in o et. Put simp d p i it k o out gettingout an d d l se ot All Emerging Markets Are Created Equal consumers. So, b i outh Africa will diff er fromAfrica,rest the of sub-Saharan just as the opportunity for outh Africa will diff connecte egions but also within individual markets. for the mobile opportunity example, So, in er from the prospects of tar eaching urban consumers in Shanghai or São Paulo will diff f It’s easyIt’s to get si particu variationcant in terms opportunity. But they merit a closer look because there is signifi of spending and the sophistication power of consumers and their devices not only across r S r geting t to look below the surfaceyou have to gauge just how large. N h ia ia y, many eve orecasts an l k l R f d difference in their lives. The bottom line: mobile functions well as deliv- a o nee ey use are g ar mar ar ormative potentia l h ear f er ots o h l merging markets as such Brazil,China, India, Indonesia, Nigeria, the l e activities it ena it activities e h

oba ore h C One great example is Nokia which Life distributes Tools, vital data crop such E f g ers: it’s a ers: it’s e w e t l b b d mechanism for media and entertainment, serves it but other e program starte e trans y h enetration than is lower in North America and Western Euro evices t ate ommerce than buildin h make a bi effectiveness. a particu t peop ties ties The Gl Havin d c p c as weat as T Philippines, Russia, and South Africa large have may user bases, overall but mobile num growth. In these markets, with their vast geographies and populations, mobile is a more cost-effective means connectin of Nigeria. No Nigeria. er to engage wit need rural of farmers, connectin and how 8 C HAPT ER 1: MAP T HE MOBILE OPPORTUNITY u 138189 Source: eMarketer,April2012;confirmedandrepublished,Aug2012 smartphone(s) atleastoncepermonth Note: individualsofanyagewhoownatleastonesmartphoneand usethe accelerate to74accelerate then 2012 and in 48percent reach it will estimates eMarketer 1.3, Figure in shown As population. user mobile U.S. the among mark 50 percent magical the approaching c 4-inch screens. Infact, it’s oftensaidthattheaveragesmartphonesoldtodayhasmore y u w Android, BlackBerry, iPhone, Windows Phone… All ofthesedevicesmaycometomind Smartphone F millions, %ofmobilephoneusersandpopulation Us SmartphoneUsersandPenetration,2010-2016 igure 1.3 igure omputing powerthanthesystemsNASA usedtoputthefi ou thinkaboutit, arenothinglessthansophisticatedportablecomputerswithroughly al platforms. Instead, lookatthesharedcapabilitiestheyfacilitate. Smartphones, when hen you’rethinkingaboutsmartphones, butforamoment, don’t focusontheindivid- Smartphone users 20.2% 26.9% 2010 62.6 Surveys vary on the extent of smartphone adoption, but most agree it fast is agree but most adoption, of smartphone extent onthe vary Surveys Smartp s 39.2% 29.7% h b with seemingl T 0121 0321 052016 2015 2014 2013 2012 2011 93.1 one a one he range of smartphones available toda onthemarket ofsmartphones he range ut commonsmart ut p ercent b ercent d option is rising atarapi rising is option 36.6% 47.7% 115.8 y no end in sight. Specs var noendinsight.Specs y 2016 % ofmobilephoneusers ph one c . 55.5% 43.1% 137.5 h d c aracteristics inc aracteristics l ip in t in ip h e Unite 62.5% 48.9% 157.7 y considerabl d States l u d e: . 68.8% 54.2% 176.3 www. y y b isdizz y % ofpopulation manufacturer andplatform, manufacturer eMarketer rstmenonthemoon y 58.5% 74.1% 192.4 ingl y vast and expanding andexpanding vast .com . u 9 THE GLOBAL RISE OF SMART DEVICES y y

d y d e - ow pl e e rea l uabl h l h g e eo h p e users

hone l h ay, it was it ay, i an t an d g p et et b k h ings s ings i ience. An bl d , more d y erform ever ns oun n f mo i p fi ess t ll l Google’s ones in t one-ta as as S, h one. (O ww. h ese ese O ph

g. i one au h w one owners repre- ing ing h an a an o h times? A Goog h h h ph ll e basis, ar we’ve etin ances are you’re a ances are you’re g hone) to hone) s about smart s about and reconsider the smartp eir p y t k h l y d p g h e ri k b i eir smart y l h mar h

e smart tExpress ( tExpress ) f er researc out t out h at smartp eter, c eter, h h ercenta h e precise), t h o h k p pps t b ll a at t at g oug evices—at a h k t ou’re doin ou’re does support at least through Flash, in d l ) y e wit measuring two or more inches (four h ut a oo y es! Ot es! b l b er Insig

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etin p to t one user represents not k h g k you’re a mar you’re er t d h f h in hone andhone a non-smart ue ustry average, a ustry average, l et p orts on reac e (43 percent to e (43 d answere pp l h ytics provi ff sex, stud in or, the case a Telenav of y l e mar l g one owners were more e in i h h e w or a wee b ) two or t t f orit e smartp now g now f ut you get t ut you j d pl the ti our e h k b g y about it, about sto er

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ust mo ust d j h e aroun d actor o e er perspective. I perspective. er b yp f at smartp etc. k toget h hones durin l e survey samp h roachin to send and receive email an p h y t one with a smart h y a at? T at? t capabilities d pp y f —not —not b SS h dvanced, purpose-builtdvanced, operating system as Apple’s (such ndroid, P lements built with Flash (although Android lementsbuilt with Flash (although g ouchscreen interface Americans, o Full-featured web browserFull-featured web that can render standard pages web those except e the OS of version 4.0 the capacity to and Access to run applications ( nition vide A camera that can capture still images and high-defi G Ability to access both Wi-Fi and high-speed mobile broadband networks High-densit to seems pushing Galaxydevices suchSamsung’s as which screen, has a 5.3-inch Note, are the envelope T A A Abilit f not most, not o lf oun sound h even as even f f a y

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h mo d ( y o y s sen es sent sur . In wi b g textin ld y f ld CTIA, “Semi-Annua e come into p ( basis). For both For feature basis). d ll y ck Fact ck rimar i p e Internationa at wor tra onth than mobile users the a over ireless industry, TIA–The Wireless Association, international trade bod the U.S.-based TIA–The l h rm Nielsen rm time, on an annua avor o e fi 17-year-o m Th Nations body responsible for informatio t to a global total o C w in 2011 are b Teens at wi f h h lk t ome of the data around SMS is truly astounding. For example g ow accessingow t SMS Qu S x x x h ng er one activit one er i ey use, is it texting. As can you see in Ta or ta f b h e rate is 74.4 percent (ot ise rate 74.4 textin h ortance in g internationa p in d e num evice t er activities t activities er k h metric d h

y sers, t ase f tr measured on a monthl in im in is t is b ma If there’s one activityIf there’s that nearly universal among mobile users, regardless the of kind o u Key Mobile Activities Mobile Key You’ve seen ground for thechapters that lie ahead, we thought was important it on a few to touch ot Text Messag 57.2 percent all of U.S.57.2 mobile users text least at once a week; among smartphone divide between MOUs and text messa the number text of messa 2

C HAPT ER 1: MAP THE MOBILE OPPORTU NITY u 4 and loyalty, fi and should SMS of SMS in Chapter 3, “Week 2: Start Simple—SMS.” “Week Start 3, 2: Chapter in of SMS i i m socia m W Soc b b U e i of all percent 36.9 tocomScore, According well. as brands and consumers between as avita as been steadily rising. eMarketer’s estimates in Table 1.5 indicate that the number of number the Table that in indicate 1.5 estimates eMarketer’s rising. steadily been n b ncrease ng activity, which suggests that larger-format screens are more conducive to a richer moreconducive toaricher are screens larger-format that suggests which ng activity, x ut it is e ut it is asic support mec support asic nite o o g p hen it comes to communication on mobile devices, social networks are fast emerging emerging fast are networks social devices, onmobile tocommunication hen it comes from smart from i b b erience in this as in other mobile mobile other in as this in erience I al Network i i l l l d networ e socia (te users Table 1.5: U.S. mobile social network users, 2010–201 users, network social 1.5:Table mobile U.S. Among tablet owners, social networking rivals websurfi rivals networking social owners, tablet Among S States an ource: eMarketer, Au —% ofsmart Smart M l p ffi obile social network users users network social obile y cient an l a further 43 afurther at p l hone social network users (millions users network social hone networ f k 359www. 135569 US MobileUsers,byAge,Q32009-Q32011 Number ofTextMessagesSent/ReceivedAmong 5 913231 1,143 2,842 3,417 173 954 2,518 3,729 99 647 1,848 2011 3,211 Source: Nielsen,"StateoftheMedia:TheMobileMediaReport,"Dec15, Note: inthepast30days;permobileuser 55+ 35-55 18-34 13-17 orm, not on orm, i h ing sites in t in sites ing n p at inc at d g hone owners aroun h p hone user d anism e g k ust 2012 l ff u users wi users d ective; an d p es t t nd a place in your marketing campaigns. It’s not glamorous, It’s not glamorous, campaigns. marketing your in nd aplace f ercent b ercent s l or your ot or your h y h e wor h ( e t millions f . ose wit ose or peer-to-peer communication communication or peer-to-peer h ll 320 321 Q32011 Q32010 Q3 2009 ree mont ree moret d ld y it continues to engage consumers. T consumers. toengage it continues ) 2014, with the ma 2014, the with . So, w . So, h h p

er mo ) ursuits. See Fi See ursuits. f eature p h h an 5 3 39.0 20 h s cu 2 2.0 .5 1 et b d 0 % i h ou l l e 4 er it’s minating in June 2012. T 2012. June in minating h bl ones as we as ones ff e in 2012 re e in orts. We’ orts. 60.0 55.9 58. 20 g f 11 4 or a ure 1.11.ure j % orit d y vertising or customer support orcustomer vertising ll of the activit of the ll 67.5 7 8 2 as smartp

d 1 8.1 0 b l .8 ative to 2010 1 e ut ng and email as alead- as email ng and 2 % l ve more into t ve moreinto f eMarketer or communication 6 9 99.0 2 h 9.0 4 0 h in .9 1 ones) accesse h y 3 % at at k a .com o , g an fi ain com- gure f it as a it as h d e 71.4 112 11 20 t b 6.8 1 h .6 asics 4 % h en as d 5 u KEY MOBILE ACTIVITIES 2 e l a i f - b- b

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h tra h h k f orms gives mar e mi f ows P ic by as ma as . an e er a richer experience Tablets off for man h d h h 1 k at h at t l ot o h Location is o As As T are w l oo p t h ), w orms ic. T b d ll f Win s bl d d at one-to-oneat conversations cou at sers increasing sers ase l Figure 1.1 u 136365 Create/edit files for personal useCreate/edit files for personal personal useVideoconferencing for useCreate/edit files for work Use other software for work purposesVideoconferencing for work use or print versions of Note: *internet users who have purchased electronic 30% 29% month books, magazines or newspapers in the past and E-Reader Survey," Jan Source: Boston Consulting Group (BCG), "Tablet 15%23, 2012 26% 33% 30% 7% 16% 24% 11% Watching videosReading ebooks and emagazinesListening to musicGamingWork email work useSurfing the internet for 62% 63% 58% 32% 54% 59% 38% 54% 43% 51% 41% 51% Mobile Content Activities of Tablet Owners* in the US Activities of Tablet Mobile Content Nov 2011 and Worldwide, % of respondents Personal emailinternet for personal useSurfing the Social networking 90% 90% 93% 66% 87% 55% h t absorbs the ma sages, it sages, it an reca Face an b u p ates a p functions on these smart .com 26 CHAPT ER 1: MAP THE MOBILE OPPORTUNITY u here has shifted from gaming dynamics to commerce, and you now see an increasing increasing you an and now see tocommerce, dynamics gaming from shifted here has of consumer rewards inevitabl rewards of consumer Smartphone OwnersUseLocation-BasedServices,”May11,2012 Source: PewInternet&AmericanLifeProject,“Three-Quartersof Use geosocial/“check-in”services Total adults Mobile phone Total adults Mobile phone Smartphone Smartphone Use location-basedinformation % ofrespondents by DeviceOwned,May2011&Feb2012 US ConsumersWhoUseLocation-BasedServices, m ( m R i l l F the and updates, status networking—messaging, social mobile basic although fact, In still fi althou 140240 and rush in the geo-location space. Suddenly, space. check-in had fever, everyone it seemed. geo-location the in rush and ike—and use of location a of location use ike—and ng, use of geo-social services is still a niche activity. The data from the non-profi the from data The activity. aniche still is services of geo-social use ng, 955 million monthl i g esearch Center’s Internet & American Life Pro Life &American Center’s Internet esearch akes this dis illion MAUs on mobile) and fours ure 1.12 a 01Feb2012 May 2011 4% 5% nd some value in services that use location location use that services value in nd some g E h ven though too many competing check-in services with too little in the way the in little too with check-in services competing many too ven though Use of geo-social services is still a niche activit aniche still is services geo-social of Use 10% g 11% 12% rowin p 18% arit g at ara 23% y y

p active users [MAUs] as of the end of June 2012, includin 2012, endof June of the as [MAUs] users active rett 28% p y id id clear. Witness also the the also Witness clear. pp p s such as ma s suchas ace) y resulted in check-in fati 41% . q uare ( 46% y. www. p j s and directions are wides are directions s and ust 20 million users as of A 55% j eMarketer ect p arameters. However, the em ( difference in scale between Facebook Facebook between scale in difference www.pewinternet.or .com 74% g ue, marketers and consumers consumers and marketers ue, p read and and read p g ril 2012, 2012, ril ) in Fi ) in p g g hasis 543 ure 1.12 g tPew row- 7 u KEY MOBILE ACTIVITIES 2 - or- p eted at eted to be g g - ” oin ortant com g p Market .com g and context— g location-based ons with a f p romotions tar eMarketer p Out can M-Commerce,” urchase, the more im k p www. ec al Sterlin of h p er into the nexus social, of p 7: C 7: k are to rinci e the SoLoMo Nexus. Yes, used location-based couponing 37% y timing, content, and location. As dee f p g

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42% y p apter 8, “Wee apter 8, y h t 20% on; Tread Carefully Around Tread the on; i . We’ll di . We’ll i y , foundin their attitude toward mobile cou . g out in C No, have not b to be ver evices a g d so in the future used in the past doing so in the future lk and would not be ile Sterlin interested in doing oin ta g ll g ob but would be interested in a vital characteristic for ads and ter 7, “Week 6:Levera “Week ter 7, our relevanc No, have not used in the past y ollowing graphic, consumer interest in and usage o p f y vacy and Secur

i g ert Gre h. n their m o p ig rather than the check-in. the than rather urchase funnel. The closer the , h n p ers on the promise allow you to deliver o o ff ex ti y a . nto the Power of Locat nto the Power Note: numbers may not add up to 100% due to rounding Source: comScore Inc., "Handheld Shopping: How Mobile is Changing the Retail Environment," Dec 7, 2011 135493 US Smartphone Users Who Have Used Location-Based Coupons, Sep 2011 % of total e coupons, as we’ i l i rm ments that are b o tfalls of Pr of tfalls to watch.” The data derived to watch.” from location will be an im o obile o y g in the the in a But consumers are also confl icted in But consumers are also confl location-based Mobile privacy following element (see and security graphic). are hot amount of cant sensitive button issues for consumers, who realize they carry a signifi inf coupons is Tap Pi M role in pushing shoppers a key downplay the purchase funnel and closer to checkout. M you can see in the to increasin p p y s industr y , and Location is undeniabl Sa ers dee y interestin pp y alt y onent inonent this mix mobile, and location in Cha tant location becomes. best bet Your is to cou sho p emphasison using location to driveactual business. In other words, there is a more of focus on the checkout that’s the ke the that’s ver Intelligence: “There are some uniqueopportunities coalescing aroundmobile, rewards, lo 2

C HAPT ER 1: M A P T HE MOBILE OPPORTUNITY u 8 s App an d w fi adistant them ranking apps, using services search F m b m So muc Searc t i p hi as times searc n h h rowsers rat rowsers igure 1.13).igure T es ercent of a total of atotal ercent or obile search to rank as the most popular type of site visited by smartphone users (see users bysmartphone of site visited type popular most the as torank search obile products, about brands, forinformation mechanism akey discovery is search obile g e We i d f dominance in the smart the in dominance k commerce opportunities. In Figure 1.10, Figure t note In opportunities. commerce t, k l to e’s Siri, unvei e’s Siri, h h ing, maps, an maps, ing, b re p Goo A new wrin A new b ut a h . Since StatCounter StatCounter . Since in a in o f erra f g g w l h as 98 h as ongtime near-monopo ongtime le is the dominant force in mobile search, more dominant even than on the onthe even than moredominant search, mobile in force dominant the le is h dd assuage fearsthat location tracking istoo muchofatrade-off forsuch convenience. consumers. Butat t O being tracked I amconcernedaboutsecurityissuesandmylocation 133190 They areveryconvenientanduseful % ofrespondents Location-Based MobileCoupons,Sep2011 A Source: ProsperMobileInsights,Oct5,2011 Note: numbersmaynotaddupto100%duerounding h l er t s, Goog n theonehand, thevalue proposition formobilelocation-based coupons isclearto ttitudes ofUSSmartphone/TabletUsersToward h at we we at ition tosearc ition Neither agreenordisagree Somewhat agree Strongly agree e same stu e same h $ l an apps. T an kl e d 1.3 billion in U.S. mobile search ad s 18.4% p d news e in t e in d ercent). Accordin wit o on our mo o onour l e h h h . as consistent t d e searc p h h ( y h h e sametime, mar hone s hone e iP h ing an f ttp: at at oun h fi h n one 4S in Octo in one 4S d //g l b

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h f tene mar it g p at mo l in opping, me o d w erre h gh ou ytics p p h f lf l d y t ei en res a s re d h p d igita h d her value andher value makes more actionable. it licated from a marketin p eos occupy a e d g p d k atherin feedback and o art a new of y est, 4.32, at g ave ut. Nordstrom, exam for g e, an e, p b h l . Now . Now h p one- i

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o act, dp , increasing hp f k h orse.co d ng, searc ng, er t U.S. smartp can actua h fi f b y our store.” te y nment sur ure 1.16) su ure 1.16) i e touc it elsewhere—online, it b hi Of course, all this information “The landsca The bottom line is that we are g d g s the term pl g cult. t in ti in

l y ffi gh i ct from one’s socialct from one’s graph. lace in the store.” He adds, “You also the have real-world lace He adds, in “You the store.” onsumers w www.w (see Fi mu ri mone save such as free shi retailers are understandabl items made exclusivel gaming. Beyon ran tainment to music, an attention. In sion. Price comparison score Enterta c d p bu tions to incentivize sho tion to commerce also but in obtainin u availability, local deals, and, all, above price comparisons. doubt no And as you’ve gathered, social media a supporting plays in role this process, only not by linking loca the data—and service— retention stan into the retail lexicon. In the face better-informed, of more So, remem brin ( A survey o the usefulness different of information in hel 32 C HAPT ER 1: M A P T HE MOBILE OPPORTUNITY u tion activities are more preva ( r g u F 136535 % oftotal Dec 2011 Time SpentwithMobileAppsintheUS,byCategory, Source: FlurryAnalyticsascitedincompanyblog,Jan9,2012 see Ta igure 1.16 atio, althou atio, ames at rou ames Use the Internet to visit website tovisit Internet the Use message text Send/receive D Listen to music purchased on your phone (e.g., phone your on purchased iTunes, tomusic Listen Amazon (e.g., music tostreaming Spotify Listen Pandora, phon mobile calendar/schedule on your Manage P phone your on store anapp Use map example, applications—for mobile Use phon inyour camera the with Take pictures sers p lay mobile game ev I i c e a Ta If bl l t least once aweek once t least ay games at ay games Game apps are a big draw for smartphone users smartphone for draw abig are apps Game bl e 1.6) y 7% Entertainment e 1. ou referbacktoTable 1.3, 6 g ghly Activities of smartphone owners, b owners, smartphone of Activities h neither activit s 30% Social networking . twice t twice 6% News ) l s east wee s h e rate. Listenin kl l y ent among iP ent among 8% Other is as as is y, w y, e s h e ) p i l y y o e smartp platform, Januar platform, ou’ll see that about one- that ou’ll see p ular as . g to music an tomusic h one owners, accor one owners, ) h g one owners are more active, consuming moreactive, are one owners amin y 49% Games 2012 (Respondents who use the device device the use who 2012 (Respondents g d . All of these media consum media of these . All watc www. 20.5 33.5 40.2 51.8 39.3 46.9 51.3 65.2 77.7 An h d % % % eMarketer % % % % in % % r d q o uarter of all mobile mobile of all uarter ing toInsig ing i g d vi d 3 27.9 55.7 44.3 42.6 54.1 55.7 6 8 BlackBerr eo 5.6 6.1 0.3 % % % % % % % % % y .com ie ld h tExpress y asimi 46.4 43.6 44.5 57.3 47.3 53.6 60.0 7 80.9 iPh 1.8 p o % % % % % % % l % % n ar - e u KEY MOBILE ACTIVITIES 33

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f ou can shipped have to com e networ bl y our mobile phone (e.g., waving our mobile phone (e.g., l . e i y b on h at ta stem) sco n redicts a massive, tenfold ex 2 y i h p e p l own in Fi c i 201 application h e b y y ment s ment ww. a coupo y aster mo aster d w f l tablet owners, media consum r oa l g k the R code a ets), ets), ears, as s Q own d y tExpress, Januar bl stems ( eos on your mo our health (e.g., keep track o our health (e.g., h d y y Amon in a store vi ve p fi h ia taia eem or for something at a store using d y d o a price comparison e ead an e-boo ressure, or other health-related things ick u a our phone over a pa Search for deals or special off ers located near yo Search for deals or special off D Instapaper)Use a bookmarking/content reader (e.g., Make a purchaseMake of something that p Monitor p Search for information on a product or compan Scan or a 2D Scan a regular barcode (UPC/product barcode Use an augmented realit P y Update a social networking or Twitter Facebook site like R R phon your on videos Take Check the we Listen music to burned from a CD Watc emai Send/receive Send a picture to someone from your mobile phone Check in using something foursquare, like Gowalla, or Loop rowth. routes Internet data, g Source: Insig next me not surprisingnot given t Cisco S 3

CHAPT ER 1: MAP THE MOBILE OPPORTUNITY u 4 a the t the tial touch How Mob c i y e o wh F F R w i r Now no farther than Apple itself. The company’s phenomenally successful chain of retail of retail chain successful company’s The phenomenally Apple itself. than no farther an Says Greg: “T Says Greg: nic 137452 Data TrafficForecastUpdate,2011-2016,"Feb14,2012 Source: CiscoSystems,"CiscoVisualNetworkingIndex(VNI):GlobalMobile Total VoIP Gaming M2M File sharing Data Video terabytes 2011-2016 Monthly MobileDataTrafficWorldwide,byApplication, t ncreasin igure 1.17 a rs diversif an call it tar call an our mo our l pp or a eta y ant toca ant so t d y , includin h o own more smart moresmart o own ica more. ortunities are ex e mar i yp l and Consumer Packa Consumer l and h y l ll oo As Jo B ou have a sense of the mobile landsca mobile of the ou have asense e case t e case e of a y mo y Mobile data consumption is exploding is consumption data Mobile b gly k t ” p i k at at l ll h i oints. As morecontent mi As oints. y e a eting. Wit le Is Chang it t is g

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2,378,903 p b d out in C out in h 1,545,713 aid toad-su aid 549,559 e consume moreme consume pl ange is mar is ange 154,601 . 24,388 2013 s h 92,150 f p 12,491 ly ami ere’s a e, eo g as t as rates todi rates g fl p at at strate e-old issue of breakin issue e-old l le usin iar wit iar d h h o g a 4,215,246 l 2,917,659 e au l else, but it won’t else, p an ot o b p 864,122 204,617 ter 6 ter 2014 172,719 40,644 usiness. T pp 15,485 e. From here, it’s Frome. here, eas k d g d eters now must eters h consumer pac consumer f orted content in res content in orted and movin and g gy uncertainty.” Greg is rig is Greg uncertainty.” ience ience t . ital and mobile mobile and ital h p t e im ter 5, as well as where as well 5, as ter d h h d 6,896,080 more at wor at 4,882,198 er’s opportunity. er’s opportunity. 1,349,825 ia u g i 302,279 h 261,235 rows, rows, n 2015 pl 22,976 77,568 www. e imp g ications: More consumers l timate g d k between devices. Idon’t devices. between istractions, it wi eMarketer j s g b ust be about media about media be ust l k throu f ications are signi are ications ut a f or a age 10,804,321 ace amu ace ly p 7,615,443 2,165,174 508,022 y latforms, marketin

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n erience o ects become increasin on t e j ll t out t out p ui oppers across t 2010, H 2010, g rea i r f u l b ou mi q onnecte h e na to “tr Think it: No about more waitin no visitno to t a ob it’s in stockit’s in handset a over a sound like science fi or ta ments, concierge-sty c sumer a fi f w A Automotive brands were some the of earliest ada in sive cashsive re y stores has done away withstores has the away done traditional experiencecheckout by enabling shoppers theirto buy productsanywhere in theassociates store. Apple circulate with specially e s o its the for own Store app iPhone, Apple giving visitors the ability to scan barcodes on their own and s even manua ex securin necte an iPa an smart 36 CHAPT ER 1: MAP T HE MOBILE OPPORT UNITY u accor balances, balances, to rat seems dis emerge tunit and more sophisticated options like augmented reality windows are not far behind not far are windows reality augmented like options moresophisticated and w i r c c t ers: F F w Y f l r car’s ste- toyour device mobile your tosynch ability the and GPS providing dashboards l w f c r t of sale—all usin sale—all of tions, mo on t and fi and Instea save tisin ookin ess- s amil rom p rom h h eo system via etai cou etrieve onsumers s onsumers inancial Service inancial ost ial services sector. Consider that we’re that currentl Consider sector. services ial inancial institutions have lon ou’ll be morelikel ou’ll be h ou ou indshield while while indshield e em ever l f t p ine services, em services, ine rien fi la g h d ld ld nancia l l b y h nancial institutions have their wa have their institutions nancial y c ess t ess d /offers, and o and /offers, e process on our mo onour e process eve y d

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h e in-store, an e in-store, d y s, cre funds usin funds y at at ere, an ere, g f b ucts, ucts, h our wa our b , that’s where we’re headed. The mobile wallet wallet mobile , that’s wherewe’re The headed. asma d mone ranc ing to ing i h most c most l h l ies ont ies e customers to e customers uge. In 2009 in t in 2009 In uge. q ose transactions. Wor transactions. ose ll b uivalent of consultin d

i b k h it car it l d d fi y e penetration e penetration y using t y using ee or via ca orvia ll cant a y ente ll e o time convenience o convenience time b y from asavin from percentage o p et? I et? p able to research able toresearch ring competing services tomar services competing ring l ro ose h moremone g f d g t e near-term e near-term d the one device customers take with with take customers onedevice the j g d in com ected trans ected

h f ical that we should be able tofi be weshould that ical l re fi d a d y conteste nancia e Unite g pp vice on a prospective purc onaprospective vice option. In Kenya, In option. t h d h ll em topay h p eem t eem s are s are ost o ost centers, mo g b rou anies, as an extension of their extension an as e some o e some h b e Unite d l g f ut gh an y t States, particu States, j f h s toacheckin p ust around the corner; corner; the around ust tec in t in p h h d at cou at

l assin y arentl p arge un g orizon orizon ese transactions move transactions ese d areas o areas ld our our g the road atlas toda road atlas the a mar p h f wi ation s ation f y h roducts, reach out reach roducts, c or our purc our or d no f ment eir accounts, an accounts, eir t g States a h d b p p h landmarks. l y ec e, t k i o urse to on at t eir eir onto l f eting oppor- eting b e customers gy k or t f f an innovation in y or examp h in p stem ona stem com b e tota rocessors, rocessors, g k est custom g h account account l e l account account y e h ar one, one, d fi our e fi n h popu p l nan- k y in l ases. p h anies s d et. oint . ase, it, it, l n e, d l y -

a- . d - u HOW MOBILE IS CHANGING THE FACE OF … EVERYTHING 37

f - ld y d ere y er it roit ate h l

el l d ff an e lly d g at y b w a site h

evice. en- n d b s re fi ld d ll d relied our wal- create create

d l g y d . ou actua we wi e in a wor e contents o usiness trav- y ll ran d unctiona

ff our sta iance on h bl b f e b l

y or—or worse,

ets, an ets, a

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lp f , and invest- d f k bl y or an airport— k e g content t content bl l g iven time,iven o re e h d g in d in t to a wor oo

bl ta g h p ty. Sta ty. b ote y l d - e wa a to h -service an -service h s an d d d ers, an lf l vances wi it to the it bank. Chase rovide betterrovide service l a oya one-ena g d y, expecty, t p ne l l se -an g a mana ement are now table table areement now ture (RDC), which allows l k h ph too ar kly e in t g our minibar to the tem- l via your persona l p g ones an esi y lly ing ing ll oo d l oice is unt uic er guests, pay ld nica an ph er. h roug q h ou areou an at h h ui e h . Being unusa ff c y l itiona b f c i d asic asic osit ca osit

ot e. Simie. er be asked, “What’s in l d b b p serve a niche market, in but con- guests. Decrease d g h i dd car—a y sector. Trave e and sendin ere h l b e ran ram mana ate actuaate a y g h h b ese tec ance t ance g d h oun

it as to o wit f y. l h d l

onl evice o h k ro these devices to ace screens eirmo our wallet?” y ressure to d ro y wit f p g ing, an ing, l ita no lon no y

h p ment trends, heralds it future a lar of p to w

y ll p y navigating—e.g., to a in the wake of M-PESA’s success in the M-PESA’s wake of g y via mo is f eir a an ima p a ll sur os in h g alt p d ous d h u d y e

ective d g e ante wit ocation ocation ect to see t k d eir customers. A smart l ff h from the contents of p ent on t ent h en on the fl g ar s an turin and d to accommo run t an p g p l d p h pp accor pp en sical branch, in has San lon Antonio, Texas) ioneered remote de and lo y thin y

p a an p ca y ine, or car renta fl as s as ing, cross-se ing, y e h l h y your room or renta p h ll ersonal and contextual to achieve success. is Nowhere e support cost avoi d p k s wit

activities, networ activities, p h ll e e experience o uman interaction, t p e trave l d i i ere’s tremen ere’s h oc h h l so upping t , wit en you arrive,en you a erience. Ex h b h customers on t l l h p ghly site ex site or i on t lly f un b h

or upse at your current your at f d d ph (T&H) brands are usin decisions ha world have s have world h y an in t g y ations g , resort, air we . Down the road, we ma l s to engage more e functionalit s are a uestion will be: “What l l h an w g otentia g in d d f q , expect t k rastica osit a checkosit b p p e nee ll ote ote d p ar, are are ar, italit h l oc er re h ran h a ran l ent t ent e p f t iance on mo p b b est o s to mor g d l e ese minutiae wi g an meetings an meetings an bookin b g l h ee your room w y e customer ex e to— an pp f ou to customizeou ever must be far more e d h y h g articu h bl a even even

e or t p or any g d d g f opportunities f Many Many In other ways, your smartphone isalso poised to be become your bank. In2009, Most o d e e T&H or l to c eir customers. t Now e avera ecreasin f es es

ance t ance h h bl lf d k s, an s,

d h is more evi t l ith basic bookin here man ers in y f our way, p our way, ustomers to de l h unction with other mobile bankin e sta t B on self-service channels. USAA myria an sites an and others soon suit. followed RDC alone ma itse y ena enablin ing t you w o o perature w Travel and Hospitalit and Travel re Consumer c j branchless bankin Safaricom’s M-PESAmobile money transfer service is widely credited for creating a banking infrastructurefor the country’s large unbanked population. Other services across the develo United Services Automobile Association (USAA, an insurance, bankin ta marketin ment institution that has one peop inaccessi en travel andtravel hos let?” Instead,let?” the to t 38 CHAPT ER 1: MAP T HE MOBILE OPPORT UNITY u the im ning. As wit As ning. print in that would have been unthinkable until ver until unthinkable would have been that amounts o amounts the medical establishment. Yet bi establishment. medical the w d As we re P c f ( towatc est c i d to t p d with room exam enter the c there’sIf an P B r i f w l g m r u t alwa i ng, requiring a human touch. The opportunity these mobile technologies present for present technologies mobile these opportunity The touch. ahuman requiring ng, m www. reed up to provide the elements of customer service that are more personal and press and morepersonal are that service of customer elements up toprovide the reed h espon ma onretention (ROI) based oninvestment eturn hronic conditions, and im and conditions, hronic han ontaine uelban rowin harma and Healthcare and harma ublishin harmaceutical re y evice wi evice i ncommon to see t tosee ncommon k rands that learn to utilize them now are making a sound investment in the future. the in investment asound making now are them toutilize learn that rands or e now see wit e now see g igrate to e-rea igrate e Unite namic mobile health (often referred to as mhealth) sector mhealth) toas (often referred health mobile namic p e ita h l rovin ld y to y eir roster o roster eir g f l is atouc is s been the most adventurous ada adventurous most the s been in p in F In comin itbit.co d g d act of the mobile-fi of the act or consumers, ta or consumers, w g u d d f b ustry giants giants ustry f g all of that, and rather rather and of that, all g d erence ll ) an ormation ormation , e as quaint, a quaint, e as p t and Entertainment and h States an f

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ect oo that needs to be on the cuttin onthe tobe needs that h e b ea d d lb e y bl ll g b ia revo ta k bl l p s in res s in y, migrates migrates y, p e b h eit co e t at t rst ex f h g eo inc ets an d i an y ace. Toace. p d bl g innin wit c our medical histor medical our d rovin ents’

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k g h tt d oes far dee far oes ld ones nowones h fi s wi d enerations—a mont enerations—a e y octors rst—an mo h a p bl t d

p recentl l b p fl bl earnin artin erformance. This area is of s is area This erformance.

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s moving tomo s moving ut nurses, a ut nurses, well e well d g d y d d d g pl h e t . As fears about the securit about the fears . As on y p smartp ed rastica evices, a evices, iet, trac iet, pl at muc at recorded on tablet—somethin h er. In hi er. In a d d g p eir ABCs via iPa via ABCs eir y g ly . T us.n o w anies and hos and anies a y e of information deliver e of information bl —connection tot —connection q pp areas o areas h h ual the ROI the of ac ual e tec k . ll en t e rapi e h ortunities in t in ortunities h k y s ik pp y d y

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p f e p g h ex an . er consumer er h an re an approac d ves. h an our entertainment l e comin p er over-t d e most er money or h g db now and now oug g y p h h in g e. T e. h a ) f t t an of us of are turnin ance o ance e’s iTunes an iTunes e’s i et l p l to the notion that con- ht. There is in value roa g l y k h true in mobile-fi a g g b anging mo anging ettin it’s c it’s y man b enin rom ot -TV subscri ppl g h f f d .com y ive t l a ay. A ay. A pp o owing up.” We We owing up.” h e as evo it y c f ut p d ou’re well ou’re l d h ome our avera amon iece of i lip b lm releases smart have y y eciall dl h d p ia ania b viatablet not as TV, watch we ea fi ange, w p e l g ramewor e rig d g h k f ers h e in shows. A QR to our favorite e is s in ow we f d mo g h have wrou have i f h ether and me e rapi l y t

pp use a g ww.vuc g ran . h f g ing t h w rovided comin rovi ly in e success o ee d ( p ic p f p g most every h p l h n i fi l ing in exc in ing ia ia on mobile devices. that Much of content owin an rom t rom f y h ass traditional d ll h is is and sho vantage o o la ves a f k ned to a static l g yp d u+, w p op a strategicop italize ha on what’s l me l e Vuc n p g e is c k e a i l anging a anging i i l k b e most eve h e tric

Hu b e. as consistent as t. Witness t licated—is the fact that man h in mobile— d s invo are—in essence, essence, are—in , “90 percent o h d d c il h er confi p g y h d ou ca riad imitators the ll g gh e cient re cient y y s l content, content, ob

i l wa d p e to ta ou l at mo b m h y sai ix an ix h ow to ios an bl l at givingat somet fl a h i d , an h it’s sti it’s y to get t v k

d is that, as consumers, we are warmin t ut t d e mo ere services e content; t g d b l essiona b most a h

d an f l y b amous an we t f iscuss as Net as ro with other viewers and checkin h e rea t-in has become a de facto feature of uce d h rom stu p g e as possi b

iven thativen TV channels andu

p f ewab d en f

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k bl Store and the m e same, an ta h y pro pp y A on content a content p ay, s ay, l ers, suc ll d l oint: YouTu deos ways mar si i l y e you to e you p g v a u hat’s interestin hat’s oo , p

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essiona o essiona y ena at more canat we sa h f f y ll i eb-based video for effi content e wor tes oster, and it’s a oster, and it’s eve ro uentl ou to ode and/or text o i in t in pro awa around the corner, we can hel (OTT) to stream video to the content TV b but tent isn’t a tent isn’t the same true holds for succeedin content from the Web via from our content the smart Web devices.This is es w Wh w no is y q In C p d w A case in c p s the arguable itself. content It’s that the what a page is become idea may of something ver thesenew platforms bebefore long the as is, platform won’t it but beginsto infl in surfi the entertainment We’re world. to mention tweetin isn’t even comin even isn’t next c mobile websites since its launch in 2007. However, even YouTube is movin mobile websites since YouTube even its However, launch in 2007. is more acce more is