On February 17, 2010, Ed Schipul, CEO of Schipul The Web Marketing Company (www.schipul.com ), presented, "The Future is Mobile and the Future is NOW!" to the The American Advertising Federation Fort Worth. This is Part II of the presentation.

While colleagues, friends and family may be embracing life with a smart phone in hand (iPhones, Blackberries and Androids oh my!), do you know the impact that these mobile devices are casting on the future of business and advertising? How can you be profitable by focusing on reaching your audience where they are? What opportunities are you missing that will keep you ahead of the mobile curve?

Ed's presentation reviews that basics of our mobile future beyond the hype, the goofy apps and annoying ringtones. Learn what the advertising industry is up to by reaching into the technological lifeblood of our society and the steps you can take to stay on the cutting edge.



but you actually pay mavens back because
they obsessive compulsively have these

databases in their mind, so the way you
play a maven back is you say you know

that advice you gave me on which phone to buy? That was the right one, or hey I

signed up with verizon and it doesn't
work in my area. That's how you

can pay a maven back, because they're compiling
that database. This matters if you've

got to connect all these
people and motivate them. Bet the

mavens are our guides, and the rest of us -
we love relying on the guys, we say I'm

I'm not that good with technology. I'm in
advertising. I'm creative, so let's let

them do it. The PR people say that to the
nonprofit, it's not just you guys, we all do it.

What it is fundamentally about is
people, so here are the numbers that are

going back to my case, you've got 1.3
billion cell phone users accessing the

web from their phones. Think about that -
1.3 billion accessing the web from their

phones. On mobile we've got six billion
dollars projected by 2014 that's a

projection, so we don't know it's going
to go there and a lot of that is not quite

frankly going to go to the advertisers.
A lot of that's going to go to the

carrier, that's where they're going to get their tithe but

you still got 4.6 trillion
text messages. My 16 year old',s my

16-year-old son's girlfriend recently
got in trouble because she broke her plans

She's limited to 4,000 text messages a
month and went over, and we're

sitting around the table and you know I
couldn't even do the math I'm like how

many text messages is that per minute?
How many minutes are there in a given

month? And so then I asked the question
that you're all thinking too. Really? Did

your son reply to 40,000 or 4,000 text
messages and no, and then he felt

bad, because only 200 of them
were to him. So again, you've got

this weird social dynamic. Man, your cell phone's cheating

on my cell phone, which you've got a
trillion-dollar industry per year. Now

these slides, by the way, are going to be up. There's a website called slideshare.net

and what YouTube is to video, slideshare is to powerpoint, so you'll be able

to download all these. I probably won't be
able to get them uploaded until tomorrow but

and you're going to see a URL and a link
on all these. This is communities-

dominate-blogs.com, which has a lot of
great mobile data. So we are reaching

we, there's some weird metrics that
are out there right now. One of the

metrics I've read recently was
two-thirds of all page views on Facebook

are of women's profiles, and again, from
an anthropology perspective this makes

sense. And not just by men, right? Women looking at women's profiles, men looking at

men's profiles, and on the facebook
topic - kids feel guilty for sitting there

looking at 30 40 facebook profiles. You
walk in the room and say what are you doing?

Nothing. But they're doing the
same thing we've always done at the mall

they're checking each other out, they're
learning the social norms, they're

forming all these patterns in their
brains, which is why you can

put somebody on facebook, but you can't
necessarily teach them the culture of

facebook, they have to just experience
that. But these are the demographics and

right now slightly more on cell phones
is slightly more male than female, and

again, you've got across the board even
into 65. The highest growth rates tend to be

in the middle in both, faced with the
inter-mobile. So what is the mobile web?

It's not just the coolest new handheld, it's not I phones and text messaging, it's

definitely not just the PC web on your
cell phone, it's a little bit different

Now, while I was preparing for this, and I
won't put in any agent.. How many folks here are

here with agencies? Real quick. Okay so it looks like the majority the room is

connected, and the rest of you guys are with industries? Or actually how many nonprofit? Just

couple of nonprofit, ok so I'm going to assume everybody else is industry

or government. All the data I saw
shows that less than one percent of ad

revenue right now is, from an agency
perspective, is mobile. And that was a

very disappointing stat. I would love to
come in here and tell you guys it's

fifteen percent and growing fast, but
it's not. We're worked up about it, we're

frothed about mobile, but right now from an actual revenue perspective, what I'm

seeing is currently one percent. Does
anybody have a fair big deviation from

that with their agency? Okay, so we're all
excited about the topic but we're seeing

some discrepancy between the signal and
the noise, so we're going to talk

about ways that you can blend it. It
is mainly, the mobile web is mainly about

how we connect advertising engagement.
Forty-four percent of Americans' time is

on the go. There's a great graph, I think
I should have brought this graphic but

there's a graphic from the Houston
Chronicle and it shows mobile traffic in

the morning that goes like this, and it's
a newspaper, and then it kind

of goes down and then what you see is
the regular traffic kind of is low in

the morning, and then it goes up, and then it goes down at the end of the day.

Now what's happening? How many of you guys roll over in bed and check your

blackberry and your iPhones? Alright, show of hands, honestly. How many of you guys

are killing time in the restroom waiting for the shower to heat up, checking

your iPhones and Blackberries? So
there's all this morning traffic where

we're willing to take convenience of
location over quality of experience.

Certainly going to a high-speed computer
you're going to have a higher quality

experience, but you're willing to take
your current location so a lot of it is

on the go, and this matters because
where you are really matters. We've got

fifty nine percent check emails while
driving. I would bet in this audience, is

there anyone in here who can honestly
say that never ever checked an email

while driving? I'm going to put my hand
down because I can't say that. One guy, and I

think the woman next to you just punched you in the shoulder?

Okay, one guy, alright. So the rest of us admit we're doing it, and what's funny

is a lot of times when we talk
about what's next is, ask

yourself what am I compelled to do, and
certainly, and I check it all the time

but I check it at stoplights, when I'm
parked in u-turn, I hate being bored.

Now that matters a lot because in advertising if you can make us not bored, but have

a quick way to engage and disengage, then that's a new product that sells better.

So this is one, and I can honestly say I thought of this years ago but I didn't

write the app. This is called trapster, and what you do with your iphone is where you get

these speed traps in your neighborhood,
you mark them. You go speed trap, and then

over time you will learn where all the
speed traps are. Now, if you've got a client

that sells radar detectors, boy that's a
great game to, or not a game, that's a

great application to sponsor. I think
a lot of this goes back to strategy

where you're going to have to do a tie in
because right now what we're seeing in particular

with iphone app development, is there's this crush, and there are so many startups

targeting it. There are two things that
always come out of the crush of startups

targeting a new technology. One - most of them fail, and two - there's a ton of

people who have that skill set, and
therefore the evaluation and the pricing

of that skill set drops significantly.
We saw that with everything from SAP

to the invention of the web, etc. This
is Trapster, one example of a great

product that you can build in the mobile
space. How do you make money doing this

from an agency perspective? A lot of this
comes down to deliverables, and what you

can actually what a client needs whether
you're doing in-house, or the agency is

doing it. You've got a number of
different approaches that you can use to

attract the mobile space. One of them
is a perfectly legitimate strategy.

Do nothing, you just do nothing and let the
web browsers on the mobile device deal

with your website as it is right now. That can be

dangerous because as we know the iphone
and what's coming out the ipad do not

support flash, neither does the blackberry, and a lot of agency websites are flash based

or a lot of consumer facing websites are
flash-based. Here are your strategies

One - you can simplify. Definitely, and
we're talking about making your website

ready for mobile devices. You can reduce
your images and your styling, you can have

it where entire portions of the web don't
appear. There's something called handheld

style sheets. What this does is it loads
the same data but with an alternate view

and those are called handheld style sheets, so it's getting a little bit technical and

again, you have the slides afterwards.
Again, it's a very valid strategy so you

can have your main creative person
present your messaging, and then have an

alternate person do mobile strategy. This
is what, this is one of our products

which you can see right here. It just
goes to this very very basic text

message. It's also a great way when you design your mobile

approach. A lot of times you'll find that
you aren't even addressing a known need in

the primary one. We've all gone to the
website where we cannot find a physical

address, we cannot find their phone number, and so the same thing when you

actually go on mobile you'll find what
do people want to get when they go to

the Houston Zoo website? They want to see the hours, they want to know if it's open,

they want directions. And what we found
was on the other side the design for

mobile made us change some of our
strategy. We went back to the regular web

design version. You can create a
completely separate site. Right now

for example, on blackberry there's m.blackberry.com, and they've got

a new one coming out, I want to say it's called zone or something like

that, which is going to be the new
facebook mobile web. There is

an app for that. By the end of 2010 we're
expecting to have 300,000 iPhone

applications and 75,000 google android
applications. The google android

applications, Android is an open-source operating system for mobile

devices. To talk a little bit
briefly about the iphone app, how do you

get through the clutter, if you're an ad
agency or you're a business, designs and

applications, how do you break through the clutter? How do you get google

look at your app if there're 300,000 of them?

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