Trend Report 2009

Trend Report 2009 MHz Design Abstract: A report looking at communication trends both as a marketplace, and on an individual basis. This presentation will look at the implications for marketing strategies within this new paradigm.

- More than ever marketers are trying to integrate themselves into the daily lives of their customers. - The digital age has given marketers a new found sense of opportunity that is often misinterpreted. - Consumers have begun some powerful new trends that are shaping the media landscape and the way information is delivered. The availability of information and entertainment + choices in deliverability / content filters = very sophisticated and aware audience - It is easier than ever to tune out, turn off, remove, block, and unsubscribe unwanted messages. People are increasingly digitizing their entire communications. The Big Picture

The Big Picture Continued The Internet continues to be the central piece amidst this change The Internet was designed as a public tool, and connectivity is breaking away from a centralized service to a fragmented marketplace The future of the Internet rests in mobile connectivity; powerful WiFi networks operating on cell phone frequencies (data speeds of 1.5Mbps) The trends happening with consumers is spilling over into the business world. The individual pieces of businesses are consumers who are applying their filters and new found information to their work. This is creating Businessumers

Section 1: General Communication Technology Trends

The Push Online Online Advertising Expenditure grew by 15.9% in 2007 Spanish Language Magazines are the only other media to have double digit growth Online Advertising is worth $11.3B in 2007 (7.6% of total)

The Digital Divide Consumers spend 20-30% of their time online. Marketers spend 10- 12% of their budget online. Over 1 Billion people, age 15+, used the Internet worldwide in January 2008, a 34% increase (YOY) Canadians spend 39.6 hours a MONTH online Top Online properties Worldwide: Microsoft Sites, Google Sites, Yahoo! Sites, Time Warner Network, eBay, Wikipedia

How Do you Google? 305,000,000 million people in USA Estimated 216,000,000 people online (71%) Estimated 260,000,000 active mobile phones (86%) 40,000,000 Mobile Internet Users (13%) 10,400,000 people view advertisements on their mobile Mobile Internet users account for 18% of people going online – AND COUNTING.

How Mobile Internet is Growing Mobile social networking is a major factor in the growth of mobile internet Mobile social networking is growing at a tremendous rate: the category grew 152 percent from November 2007 to November 2008 (in Europe) Unlimited data packages are an important part of the growth with US consumers. 14 percent of US wireless subscribers have unlimited data packages, and 50 percent of data users say they would prefer to have such a package. The number of U.S. subscribers with 3G enabled devices has grown 80 percent to 64.2 million during the past year.

Most Popular Mobile Internet Devices

So Who Is Mobile Friendly? - Mobile Internet Extends The Reach Of Leading Internet Sites By 13% (nielson)

What’s the bottom line? The internet is changing how our society evolves and interacts 2. The way we connect to the Internet is changing and evolving as well 3. Mobile Applications / Internet are the next chapter in the evolution To reach your audience you have to understand where they are online and how they want their message delivered.

Section 2: Trends in Internet Connectivity

Maturing Market Internet connectivity is reaching very high levels of penetration. Key indicator of maturation. Broadband penetration accounts for the majority of connections (both business and consumer). Up-sell opportunities decrease in a mature market. Conversely market share becomes more important. New competition and fragmentation are changing the ISP landscape.

The ISP Dilemma Consumers and businesses have so many options of how they can connect to the internet. ISP’s Locations Web Users ISP’s are a FIXED service, in a MOBILE society. The list of connection points to the web is growing daily.

Internet Connectivity How much market share will future technology comprise? Google’s OB3 and 4G technology? DSL T1 / Fiber Optics High Speed Mobile Cable Dial- Up Wi-Max Satellite 95.16% Broadband 4.84% Narrowband Business Connectivity

Section 3: Businessumer Trends

Web 2.0 and the Bottom Line 1. Web 2.0 is inherently non-revenue focused. Its aim is to provide non-partisan services in the hopes that users connect with brands through a value proposition 2. Web 2.0 users have set their content and value filters to “high”

What Are The Trends? 1. Super Segmentation 2. The Cool Factor 3. The Corporate Value Prop 4. Eco-Friendly 5. New Business Paradigm

Super Segmentation Pink Profits " Many brands now actively target the gay community, as even the most conservative execs have come to realise that there's just too much money to be made from well-to-do, happy-to-spend GLBT consumers. And merely acknowledging consumers who sadly are used to being ignored if not vilified, does wonders for brand loyalty.

Super Segmentation Female Fever Women. The Mega Niche. The under-served market of all markets. And so on. Just consider the fact that women, who comprise just over 50% of the US population, make over 80% of the consumer purchasing decisions (and in case you're wondering, consumer spending accounts for two-thirds of US GNP). Consulting firm A.T. Kearney estimates that women determine 80 percent of consumption, purchase 60 percent of all cars and own 40 percent of all stocks.

Super Segmentation Booming Business is what baby boomers are. Anyone can assure you of the enormous purchasing power, and amassed wealth of baby boomers. Companies have been very conscious of opportunities that exist when catering to a mature consumer society.

The Cool Factor Expectation Economy An economy inhabited by experienced, well-informed consumers who have a long list of high expectations that they apply to each and every good, service and experience on offer. Their expectations are based on years of self-training in hyperconsumption, and on the biblical flood of new-style, readily available information sources, curators and BS filters. Which all help them track down and expect not just basic standards of quality, but the 'best of the best'.”

The Cool Factor Innovation We live in a world of absolute INNOVATION OVERLOAD: clever entrepreneurs, inventors, and marketers from all over are coming up with many innovative ideas. Which implies that:   1. Innovation isn't rocket science. It's an obsession with understanding or creating what makes consumers happy, what delights them, which problems they face, and then creating something that delivers to those needs.   2. Innovation is not necessarily about serious people in white coats puttering about in R&D labs. In an experience, marketing innovations rule.   3. Wherever you live, you have access to news of innovations popping up in Austria, in The Netherlands, in Japan, in Brazil, or by your competitors.

The Cool Factor InfoLust "Experienced consumers are lusting after detailed information on where to get the best of the best, the cheapest of the cheapest, the first of the first, the healthiest of the healthiest, the coolest of the coolest, or on how to become the smartest of the smartest. Instant information gratification is upon us. Forget information overload: this desire for relevant information is insatiable, and will soon move from the online world to the ‘real’ world to achieve true ubiquity.”

Corporate Value Prop Perkonomics A new breed of perks and privileges, added to brands' regular offerings, is satisfying consumers’ ever-growing desire for novel forms of status and/or convenience, across all industries. The benefits for brands are equally promising: from escaping commoditization, to showing empathy in turbulent times.

Corporate Value Prop Generation G (enerosity) Captures the growing importance of 'generosity' as a leading societal and business mindset. As consumers are disgusted with greed and its current dire consequences for the economy, the need for more generosity beautifully coincides with the ongoing (and pre-recession) emergence of an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbers. In fact, for many, sharing a passion and receiving recognition have replaced 'taking' as the new status symbol. Examples: Co-donate Eco-generosity Brand butlers Perkonomics Random acts of kindness

Corporate Value Prop Transparency Tyranny No longer can incompetence, below-par performance, ignored global standards, anti-social & anti-eco behavior, or opaque pricing be obscured. In its place has come a transparent, fully informed marketplace, where producers have no excuse left to underperform. Example: price comparison, product reviews and recommendations

Bringing It All Together The three sections we discussed (technology, the ISP market and Businessumers) need to converge. Finding new marketing initiatives that take cues from each of the leading trends will increase the likelihood of catching customers interest (and success).

Trend Report 2009

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