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Coming Soon … To a Mobile Phone Near You

Coming Soon … To a Mobile Phone Near You. Paul Reddick Vice President Business Development, Strategy & Planning April 20, 2005. Macro trends. Wireless Industry Wireless adoption Network bandwidth Phone capabilities Application/service development. Society

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Coming Soon … To a Mobile Phone Near You

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  1. Coming Soon … To a Mobile Phone Near You Paul Reddick Vice President Business Development, Strategy & Planning April 20, 2005

  2. Macro trends • Wireless Industry • Wireless adoption • Network bandwidth • Phone capabilities • Application/service development • Society • Desire to be un-tethered • Assumed access to “the world” • Information/opportunity overload Anywhere anytime access to know, reach, transact and play A need to relate all to self – Mobilize, personalize, localize

  3. Important service developments • Location based services • The ability for the phone/user/network to know the location of the device • Near field communications • The ability for the phone to be able to communicate with nearby objects • Mobile payments • The ability for the customer to authorize payments from the phone

  4. More than a “remote control for life” Communications Voice Email IM Chat • Information • Clock/watch • Internet access • Contact list Entertainment Pictures Music Videos Gaming Transactions Scheduling Purchases It’s personal.

  5. Mobile Entertainment 3,234 U.S. Mobile Revenue $ millions 1,402 1,356 Local relevance • Multiplayer community games • Locally generated content • Geographically licensed content 204 316 53 2008 2004 2004 2008 2004 2008 Mobile Games Mobile Music Mobile Video Sources: InstatMDR (games & video), IDC (music)

  6. Communities and Communications • Community Networks • Importance of social communities • Mobile communities/peers (e.g. Teens, Hispanic, Alternative, Faith-based) • Builds strong loyalty, and enables viral word-of-mouth and peer recommendations for products and services craigslist Local relevance • Location filters on IM buddy lists and chat • Friend finders • Push to Talk to “areas” • Mobile blogs

  7. Mobile Information Local relevance • Mobile local search • Navigation / Mapping • Mobile yellow pages • Traffic / Weather Alerts • Points-of-interest • Events (Entertainment / Sports) Sources: http://www.wavemarket.com/products.html)

  8. Mobile Transactions – Targeted Advertising Local relevance • Advertising pull (e.g. short codes) • VERY targeted advertising push • Movie ticket purchased while en route • Fast food purchased at POS

  9. Summary • Tremendous capability coming “on-line” • Great utility for enhancing the local experience for end users • Great opportunity for stimulating local commerce for businesses, three to start with: • Integration of short codes into off-line advertising • Paid local search for mobile • Embedded advertising into mobile multimedia

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  11. Mobile Payment Scenarios Over the Air Proximity OTA initiated via RFID poster Virtual Product flow Payment flow Merchant Product flow Existing merchant card payment process Payment flow Merchant www.lordoftherings.com/ringtone Ring tone delivered to handset Virtual Lottery ticket purchased at convenience store Payment flow Existing merchant card payment process Merchant Physical Payment flow Merchant Product flow Product flow T-shirt purchased OTA and delivered home or movie ticket purchased in advance en route to theater. Food purchased from fast food merchant

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