Sean Carton Always. Connecting with Gen-Wired. (and Gen-wire-less!)

Transcription

1 Always Connecting with Gen-Wired (and Gen-wire-less!) On

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3 The world ain t what it used to be

4 There isno Mass Medium

5 TV Viewing 70% 60% 50% 40% 30% 20% 10% 0% Early 1950's Early 1960s Early 1970s Early 1980s Early 1990s Early 2000s 1950: Milton Berle Achieves 79.9 Share Major Networks Viewing Share March 4, 2001 Monica Lewinsky Interview Achieves 40 Share Source: Media Dynamics

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8 There isno Mass Culture

9 The Official Story is getting harder to find

10 8 million adults created blogs in 2004, readership has jumped 58% to 27% of Internet users. Source: Pew Internet & American Life Project

11 So what are today s connected consumers doing?

12 A brief overview 75% US population have access 57% for communication 43% browsing, shopping, gaming Source: Stanford Institute for the Quantitative Study of Society

13 Who they re talking to 37.6% clients and colleagues 30.4% friends 16.4% family 4.7% online communities 10.9% others Source: Stanford Institute for the Quantitative Study of Society

14 (above all)they re CONNECTED

15 46% of year-olds use IM more than Source: Pew Internet and American Life Project

16 $17.99/month. Unlimited & IM

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18 2.5 BILLION text (SMS) messages sent per month in 2004 (US) Source: Forrester Research

19 38% of teenagers who use the Internet have sent a text message via cell phone. Source: Pew Internet and American Life Project

20 53% have broadband access (work & home, October 2004) Source: Neilsen/Net Ratings

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22 Consumers Mobile Web IM

23 We re in the midst of some major shifts

24 Source: Yankelovich Monitor The Consumer is in control Producers Consumers Power

25 Power to the people

26 Participant Profile: More than half (54%) of device owners feel they have more control than ever before More control over the entertainment content/programming 54% Satisfied with the choice of entertainment, content, or programming 48% Listening to/watching less advertising 44% Tied me to the office/job more 16% 0% 10% 20% 30% 40% 50% 60% Source: Media Kitchen/Insight Express

27 Information is increasingly changeable Atoms Bits Information

28 The path from atoms to bits

29 changes QuickTime and a YUV420 codec decompressor are needed to see this picture.

30 everywhere.

31 Life is nonlinear Linear Nonlinear Media consumption

32 The real hero of the information age ANNUAL HOUSEHOLD INCOME ZAPS ONCE EVERY < $15,000 6 minutes, 15 seconds $15-$24,999 4 minutes, 10 seconds $25-$49,999 3 minutes, 27 seconds $50-$74,999 3 minutes, 7 seconds $75, minutes, 42 seconds Source: LD Percy & Company

33 Centralization is dead Hierarchies Networks structures

34 From org charts

35 to organic growth QuickTime and a YUV420 codec decompressor are needed to see this picture.

36 worldwide.

37 The future is unplugged Wired Wireless Data/Power

38 Old office

39 meet the new office. QuickTime and a H.263 decompressor are needed to see this picture.

40 One quarter of 8-12 year olds have a mobile phone. (A study of )144 cell-phone users between the ages of 16 and 40 from several countries and found that teenagers were so immersed in the technology that they often saw little difference between meeting face to face and talking on the phone. Wired News, May 16, 2003 Source:SpectraCom Research

41 Participant Profile: The most common devices owned are high speed internet, digital TV (Digital Cable, DirecTV, etc.), and Cell Phones with Internet High Speed Internet Digital TV Programming Cell Phone w / Internet PDA/Blackberry MP3 Player PVR Satellite Radio 5% 17% 26% 23% 51% 70% 87% 0% 20% 40% 60% 80% 100% Source: Media Kitchen/Insight Express

42 And adoption is expanding 31% women, 34% of men have played a mobile game in the past month Over 50% year olds have downloaded a ringtone 52% subscribers year olds sent or received SMS message in past month 60% of users who took pictures sent a picture 13% mobile subscribers accessed news and local info from browsers Source:M:Metrics, March 2005

43 US Mobile Subscriber Consumption of Content and Applications in Previous Month Projected Reach (000s) Percent Sent or Received Text Message 65, % Received Text Message Alert 14, % Sent Photo Message to Phone or 11, % Used Mobile Instant Messenger 14, % Used Mobile 24, % Downloaded Mobile Game 5, % Downloaded Ringtone 22, % Downloaded Display Graphic 10, % Accessed News and Information via Browser 22, % Source: M:Metrics, Inc. Survey of US mobile subscribers, quarter ending January 31st 2005, n=35,381. Data for photo messaging, ringtones and graphics downloads for two months ending January 31st 2005, n=23,209.

44 We are bombarded by information

45 Source: How Much Information project Verizon: 5X increase in text messages (almost 1 billion) 320 million hours of radio programming each year 5 exabytes of new information recorded in million hours of television programming US produces 40% of the world s new stored information 18 exabytes of new info through electronic channels 800 megabytes of information per person per year

46 Then:

47 Now:

48 Next?

49 Signal/Noise

50 Attention is our most limited resource More media= less time with any one medium

51 Distrust rules I can usually trust and believe the advertising Magazines Network TV Cable TV The Internet Source: Erdos & Morgan, 1999; Base: users of specific media

52 No organization can own the consumer Less than half of US companies worthy of loyalty Bain & Co. the linkage between customer satisfaction and customer loyalty is weak to non-existent. William Neal, SDR Consulting

53 Dot.Bombs expected conversion

54 Everything is (potentially) a Commodity 52 percent of American Internet users have used the Internet both to purchase and research products Jupiter Research

55 Wi-Fi: On the way to commodity?

56 Technology Adoption Becoming a Commodity Cost Reliability Invention Early Adoption Maturity Commodity Stage

57 Kurzweil s Technology Lifecycle Step 1: Precursor Step 2: Invention Step 3: Development Step 4: Maturity Step 5: Challenge Step 6: Decline Step 7: Obsolescence

58 So what now?

59 Break out and connect

60 * Differentiate * Connect * Engage * Delight

61 Differentiation= Design + Understanding

62 Tom Peters:DESIGN is the principal difference between love and hate.

63 Or?

64 Connecting: Be everywhere your users are in the form that best suits them at the time.

65 The power of connection * 150,000 new users a day during the first half of November, up from about 100,000 a day last summer * 24.2 million unique users in October, up 12% from 21.6 million in September * 11.6 billion page views in October (up from 9-billion in September), displacing ebay as the fourth-busiest site on the net * More page views than any Internet destination except Yahoo, AOL, and MSN. * Twice the page views as Google which logged 6.6 billion in October.

66 Convergence / Connections

67 Engagement= * Real life usefulness * Entertainment * Experience * Improving lives

68 Delight as a business strategy For TiVo users, the most rewatched part of the 2001 SuperBowl was the Britney Spears Pepsi spot.

69 Where to next:

70 Implicit -> Explicit

71 Idea -> Implementation

72 Broadcast -> Interact

73 Factory -> Desktop

74 Publication -> Streaming

75 Places -> People

76 Think Experience

77 Think Apps Not Ads

78 Expect Access

79 Technology doesn t matter what it does matters.

80 Technology changes quickly People change slowly

81 Let s talk! Sean Carton Cartons@philau.edu