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Stichting Marketing event on Mobile Marketing.
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1 NOWserious about the MOBILE WEB
reasonsis the perfect
by tijs.vrolix@proximity.bbdo.bei
WHY
time to get
Stichting Marketing13 October 2010
Door saravdv op Flickr / saravdv.be
TIJS VROLIXStrategic Planner at Proximity BBDO
tijs.vrolix@proximity.bbdo.be @tijs
http://blog.sectiondesign.co.uk/2009/10/the-making-of-digital-nostalgia-mobile-evolution/
EVEN THOUGH YOU’D THINK
WE CAME A LONG WAY
WE ARE ONLY JUST
By Leodileo on Flickr
GETTING STARTED
2005: the year of the mobile web
2006: the year of the mobile web
2007: the year of the mobile web
2008: the year of the mobile web
2009: the year of the mobile web
2010: the year of the mobile web
2005: the year of the mobile web
2006: the year of the mobile web
2007: the year of the mobile web
2008: the year of the mobile web
2009: the year of the mobile web
2010: the year of the mobile web
limited hardware
bad browsers
costly data plans
small market
BATTLE
1
OF THE DEVICES
By chriswsonic357 on Flickr
JANUARY 2007
APPLE IPHONE
“The iPhone has taken the frustration out of browsing on a mobile phone.”Charles Wolf, Needham & Company
70% Check email at least once a day.
60% Browse the web at least once a day.
80% Use iPhone to browse the web.
TOUCHSCREEN SMARTPHONES ARE THE
NEW STANDARD
By owaief89 on Flickr
0
10
20
30
40
50
60
70
iPhone Symbian RIM Windows Android Palm
Mobile page view shareMobile internet + apps usage shareGlobal unit shipment share Source: Morgan Stanley
EARLY ADOPTERS EAGER TO
2
CONSUME THE MOBILE WEB
So who is this early adopter?
YOUNG (16-34)
AFFLUENTURBAN DWELLINGPROFESSIONAL
By ohad* on Flickr
Source: Essential Research
SOCIAL NETWORKING
And what are they using the mobile web for?
NEWS AND INFORMATION
LET’S PUT THINGS
INTO PERSPECTIVE
It’s too expensive.My mobile is not capable (60%!).Why would I?I don’t get it (and hey, I don’t care).
of all mobile phone users do not use their mobile to access the Internet.
Source: Essential Research
76%
MILLIONS3
IN THE NEXT FEW YEARSOF USERS ENTERING THE MARKET
2013
of all mobile
In
80%
Source: Gartner
devices will be TOUCHSCREEN
“In three years time, desktops will be irrelevant.”John Herlihy, Google
By futureatlas.com on Flickr
MEET THE REAL
WORLD WIDE WEB
MORE PEOPLE
than the
will access theMOBILE WEB
DESKTOP WEBin 2013 2015
Source: Gartner Source: Morgan Stanley
SOCIAL NETWORKING
4
TO USE THE MOBILE WEBIS THE NUMBER ONE REASON
“The explosion of social networks in the past few years is just the Web catching up with life, since people are naturally social.”
Eric Schmidt, Google
70%use the mobile web for
remember
SOCIAL NETWORKING
500 000 000 USERS150 000 000 MOBILE FB USERS
January 2009 January 2010
+112%
+347%
GSMA/Comscore
Accounts for nearly half of all the time people in the UK spend going online using their phones.
Case: dominates UK mobile use
UK number of mobile minutes spent (in millions - December 2009)0
525
1050
1575
2100
Facebook Google Microsoft Orange AOL
– You don't know what you're missing until you get a taste –
SERVICES
5
ARE MORE IMPORTANT THAN HARDWARE
We are seeing a transformation of Nokia into software and services to respond to consumer needs.
Tero Ojanperä, Nokia
Shift to mobile services
COMMUNICATIONINTEGRATION AND SYNCHRONISATION
MOBILE PAYMENTSCONTEXT AWAREMOBILE HEALTH
6
REALTIMERELEVANCE
Mobile is the perfect medium to keep up with the web while you’re
away from your computer.
By apoxapox on Flickr
BECAUSE IT’S ALWAYS IN
OUR POCKETS
CONTEXT
7
IS KING
THE IMPORTANCE OF
LOCATION
MOBILE
8
MAKE$ MONEY
The app store economy– July 10, 2008: iTunes App Store launch –
$
275 000 apps
6 500 000 000 downloads
40 apps/user
75 % free
€ 2,62 price$€
October 2010
September 2010
October 2010
September 2010
2009 2010 2013
Downloads 2,5 4,5 21,6
Revenue $4,2 $6,8 $29,5
Numbers in billions
Gartner mobile application store predictions
WHICH IS GOOD NEWS
9
FOR MARKETEERS
Kelsey Group
SMS
Display
Search
precious screen estate
35% will be local ads!
73%
18%
9%
24%
13% 63%
2008mobile ad market$160M
2013mobile ad market$3,1B
– Mobile display advertising is not dead –
THE FUTURE OF MOBILE ADVERTISING IS IN
PULL, NOT PUSH
55+
35-44
25-34
18-24
13-17
0 25 50 75 100
ALWAYS SOMETIMES NEVER
HOW OFTEN DO YOU LOOK AT MOBILE ADVERTISING?The Nielsen Company, September 2010
Android
Windows M
iPhone
Palm
Blackberry
0 25 50 75 100
YES NO
EVER CLICKED AN ADVERTISEMENT WITHIN AN APP?The Nielsen Company, September 2010
display
MOBILE MARKETING
games
location
loyalty
utility
social
mobile site
payment
SMS
bluetooth
– Marketing as a service: action speaks louder than words –
LOCATION
MOBILELOYALTY
NOT ONE SINGLE APP/SOLUTION *
But rather a combination of multiple elements that fit your (consumers’) goals.
This is also the answer to web versus native development *
IT’S CALLED SMARTPHONE
10
FOR A REASON
location
GPS
humidity
speed
sound
noiseshake
temperature
smell
weight
health
compass light
height
proximity
motion
pressure
Sleep Cycle for iPhone
Future phones will sense your mood
Justin Rattner, CTO Intel
I think you can expect to see features that support context-aware computing starting to appear in Intel products in the not-too-distant future.
By thorinside on Flickr
IT’S ABOUT TIME FOR THE
REAL THING
“Mobile first!”
Eric Schmidt, Google
Mobile is the key to Google’s future and its top programmers now have mobile as their primary focus.
download from slideshare.net/tijs and feel free to use (CC Attribution)
1 NOWserious about the MOBILE WEB
reasonsis the perfect
i
WHY
time to get
Stichting Marketing13 October 2010
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