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Simon Van Wyk spoke at iStrategy Sydney about the role that mobile will play going forward in 2012 and beyond.
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Managing and Mobilising ContentSimon van Wyk
“Maybe you’ve been too busy fiddling with your smart phone to notice, but the mass media and
mass marketing structures that have more or less defined your connection with the world for more
than half a century are in flames."
- Bob Garfield
BACK THEN CIRCA - 2000
ADVERTISER
CONSUMERS
MOBILES RULE IN 2012
MOBILE USAGE PROJECTIONS
INTERNET BROWSING VIA MOBILE
Source: Nielsen Online Traffic (Mobile Market Intelligence – December 2011)
MOBILE USAGE HABITS
WHAT THIS MEANSPeople are migrating from using desktop devices to mobile devices and mobile phones as a means to access the Internet.
The usage is being driven by social media and represents a new way to use the mobile phone - social media is like Internet banking was for desktop - it drives usage and expectations.
The growth is extremely fast and our task is to deliver satisfactory experiences for these customers.
There are some critical elements about the successful apps:
Largely about connection – an extension of why we
have these devices.
Used regularly – often daily.
Very personal – the user gets a real benefit from
using the applications.
Perfectly integrated with the desktop
experience.
YOU CAN’T JUST FOCUS ON iPHONES
WORLDWIDE SMARTPHONE MARKETSHIPMENTS BY PLATFORM FULL YEAR 2011
Platform Full year2011 shipments
Share GrowthQ4 ‘11/Q4 ‘10
Total 487.7 100% 62.7%
Android 237.8 48.8% 244.1%
iOS 93.1 19.1% 96.0%
Symbian 80.1 16.4% -29.1%
Blackberry 51.4 10.5% 5.0%
Bada 13.2 2.7% 183.1%
Windows Phone 6.8 1.4% -43.3%
Others 5.4 1.1% 14.4%
Source: Canalys estimate © Canalys 2012
SMARTPHONE PLATFORM MARKET SHARE
Blackberry4% Microsoft
5%
Symbian15%
Other5%
Android29%
iOS42%
2011
Blackberry
6% Microsoft
12%
Symbian29%
Other8%
Android6%
iOS39%
2010
AIMIA/Telsyte Digital Nation 2011
ABOUT MORE THAN IPHONES. IT’S ABOUT MOBILE INTERNET.
Brands that focus on iOS and fail to recognise Android and others will render their applications useless for almost half of Australian smartphone users.
ANZ Banking Group customers have had access to an iPhone payments app for almost 18 months. An Android option is not expected until mid 2012.
Coles launched an iPhone app more than two years ago. Shoppers were not offered an Android version until December 2011.
Dominos launched its highly successful iPhone app in November 2009. Its Android version was not released until September 2011.
USAGE IS GROWING & EXPANDING.
2010
AUSTRALIANS ARE SEARCHING MORE FROM MOBILE DEVICES
Source: Google Internal Data, based on a basket of 20,000 keywords
iPhone
iPhone 3G
Android G1
Blackberry Storm Palm Pre
iPhone 3GS
Android myTouch
Android Nexus One
Moto Droid & Eris
2008 2009
3,000% + growth in 3 years
12% of all Google queries in Dec 2010 came from mobile devices
Mobile web adoption 8x faster than the desktop web
AND THEY USE IT CONSTANTLY
THROUGHOUT THE WEEK
16Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010
Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile
Mobile Search QueriesDesktop Search Queries
PEOPLE USE THEIR PHONE DIFFERENTLY
17
Mobile provides the opportunity to remain constantly connected to your customers as they ‘go mobile’
The immediate challenge is to work out whether you need an app or a mobile
TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE
The challenge: Translate a physical magazine to the online space. This utterly disrupts the existing publishing model.
TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE
TRANSITIONING AN AWARD-WINNING MAGAZINE TO WEB AND MOBILE
SO HOW DOES THIS IMPACT BRANDS?
We still believe:
Spread your message as wide as you can (make sure as many people as possible get to remember your brand).
Maximise your distribution (online & offline)
MOBILE CHANNEL STRATEGYBEST PRACTICES
REMEMBER, IF IT DOESN’T WORK HERE….
IT DOESN’T WORK.
7 THINGS YOU NEED TO TAKE AWAY
Normal People will transact on mobileNo Payments Winner YetPay attention to privacyMobile advertising is a messNot just an extension of the webApps are not dead yet
