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1. Our Mobile World
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The new multi-screen world
1. Our Mobile World
Our time online is spread between 4 primary media devices (source: “The new multi-screen world”, Google, 2012)
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The new multi-screen world: Computers
1. Our Mobile World
Computers keep us productive and informed (source: “The new multi-screen world”, Google, 2012)
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The new multi-screen world: Smartphones
1. Our Mobile World
Smartphones keep us connected (source: “The new multi-screen world”, Google, 2012)
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The new multi-screen world: Tablets
1. Our Mobile World
Tablets keep us entertained (source: “The new multi-screen world”, Google, 2012)
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The new multi-screen world: Computers
1. Our Mobile World
PCs are most often a starting point for more complex activities (source: “The new multi-screen world”, Google, 2012)
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The new multi-screen world: Smartphones
1. Our Mobile World
Smartphones are the most common starting place for online activities (source: “The new multi-screen world”, Google, 2012)
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The new multi-screen world: Tablets
1. Our Mobile World
Tablets are most often a starting point for shopping and trip planning (source: “The new multi-screen world”, Google, 2012)
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Top activities performed during multi-screen usage
1. Our Mobile World
78% of simultaneous usage is multi-tasking, 22% is complementary (source: “The new multi-screen world”, Google, 2012)
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5 Mobile myths… busted
1. Our Mobile World
Mobile development is often still grounded in outdated beliefs.
Myth #1: people use 1 device for 1 task
Myth #3: everybody has a desktop/laptop computer to access the Internet
Myth #4: mobile doesn’t support reading well
Myth #2: mobile devices are only used on-the-go
Myth #5: marketers/publishers know how people are using their mobile devices
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The call for smart ubiquity
1. Our Mobile World
Ubiquity is the principle of being on every platform and device. Responsive design can help creating a good experience on different platforms.
If mobile doesn’t imply a specific device or a specific context, then what does it mean?
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Life-saver #1: Responsive design
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The call for smart ubiquity
1. Our Mobile World
Knowing the type of device the user is holding doesn’t tell you anything about the user’s intent. You can’t make assumptions about what the user wants to do simply because she has a smaller screen.
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Today, we often use “designing for the mobile context” as an excuse to make mobile an inferior experience.
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The call for smart ubiquity
1. Our Mobile World
Life-saver #2: Adaptive content
Content is being plucked and refitted everywhere. Stuff opens inside of Twitter, Facebook, etc., and that means that content needs to be ready to go in all these new contexts.
Adaptive content is a path to content parity, where all users get a complete set of content—the exact same content when that’s appropriate, and equivalent alternatives when it’s not.
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The call for smart ubiquity
1. Our Mobile World
Life-saver #2: Adaptive content
Content is being plucked and refitted everywhere. Stuff opens inside of Twitter, Facebook, etc., and that means that content needs to be ready to go in all these new contexts.
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The call for smart ubiquity: e-mail
1. Our Mobile World
Don’t forget about e-mail! In September 2012, 38% of e-mail opens came from mobile, versus 33% from desktop and 29% from webmail (source: Litmus)
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Smartphone usage in Belgium
1. Our Mobile World
In Belgium, Android is overall the most used mobile OS on smartphones.
36%
30%
22%
13%
19%
23%
0% 10% 20% 30% 40%
50+
30-49
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iOS Android Blackberry OS Microsoft Windows Mobile Symbian Other Don't Know
26% owns a smartphone
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Smartphone usage in Belgium
1. Our Mobile World
iPhone users install the most apps. They also have the highest number of paid and brand-related apps. (source: “Social media around the world”, Insites Consulting, 2012)
5,2
5
7,4
19,7
11,1
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12,8
48,5
0 10 20 30 40 50 60
avg. number of brand-related apps
avg. number of paid apps
avg. number of apps used at least once a week
avg. number of apps installed
iOS Android
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Smartphone usage in Belgium: DIY
1. Our Mobile World
At http://www.thinkwithgoogle.com/mobileplanet/ you can find al kinds of information on mobile consumers in Belgium.
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2. Mobile Commerce
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How consumers buy online
2. Mobile Commerce
Consumers take a multi-device path to purchase (source: “The new multi-screen world”, Google, 2012)
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Smartphones vs. commerce
2. Mobile Commerce
iOS device owners are the most active mobile commerce users (source: “The State of Mobile Technology Adoption”, Forrester, 2012)
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Shop Amsterdam’s ‘9 Straatjes’ with PayPal mobile
October 5, 2012
Using the app, people can shop 24/7. After scanning the QR-code, users select the product from the mobile website 9straatjesonline.com and pay with PayPal mobile.
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Facebook launches simple mobile payments
June 6, 2012
Facebook launched simple, 2-step carrier billing to make it easier for users to pay for in-app purchases. For Belgium, KPN, Mobistar, Proximus and Telenet are supported.
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Google Wallet expands
August 1, 2012
Google released a cloud-based version of its Google Wallet app that now supports credit and debit cards from Visa, MasterCard, American Express, and Discover.
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Rise of the European Square clones: iZettle, Payleven, …
2. Mobile Commerce
Solutions like iZettle and Payleven allow merchants to accept mobile payments using a smartphone or tablet reader add-on.
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Apple dips its toe with Passbook app
June 11, 2012
The iOS6 Apple Passbook app allows users to keep a digital wallet holding loyalty cards, coupons, vouchers, tickets, … but no payment cards (yet?)
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Apple dips its toe with Passbook app
June 11, 2012
Nearly every ticketing app that has implemented Passbook since Apple released iOS6, has gotten a boost in its placement on Apple’s charts.
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Apple dips its toe with Passbook app
November 7, 2012
In its first 50 days, Kinepolis theatres sold over 50.000 tickets redeemed via Passbook in Belgium, France and Spain.
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3. On Tablets and Phones
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September 12, 2012
Apple launches iPhone 5
The new iPhone 5 comes with a larger, 16x9 display that runs at 113 x 640px and shows 5 rows of icons. It also has a smaller ‘lightning’ connector and uses the nano-sim format.
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… with 4G (LTE) support
3. On Tablets and Phones
click next for video
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iOS6: taking on the Google
September 12, 2012
Besides of not supporting NFC, Apple worked on improved search via Siri, a better Facebook integration and left Google maps for its own maps app.
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When the plan backfires…
September 12, 2012
A study conducted by Strategy Analytics found only 75% of Western European users were likely to purchase another Apple handset, down from 88% in 2011.
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The iPad mini
October 23, 2012
Although the iPad mini was priced rather high, it could have a huge impact on tablet usage in education, retail, small businesses, …
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Microsoft Surface
October 25, 2012
Microsoft created its own hardware for the Surface, which comes in 2 flavors: a consumer version running on WindowsRT and a professional version running on Windows8.
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Microsoft’s shift
October 9, 2012
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Windows 8 to the rescue
October 26, 2012
With Windows 8, Microsoft created a true integrated platform offering a consistent experience on different devices.
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Meet the Nexus family
June 27, 2012
With its solid, low-cost range of mobile devices, Google mostly aims at getting more people onto the mobile Internet wave and in to the Android experience.
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Amazon’s digital ecosystem
September 6, 2012
Just like Microsoft, Amazon decided to take control over the hardware in order to control the ecosystem of services it offers.
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Amazon’s digital ecosystem
September 6, 2012
Amazon’s lack of global content offerings is getting to be a very serious issue.
Amazon core app store availability
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Apple’s digital ecosystem
September 6, 2012
Amazon’s lack of global content offerings is getting to be a very serious issue.
Apple core app store availability
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Putting things in perspective
3. On Tablets and Phones
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Disruption is coming? The $20 tablet
October 26, 2012
With its 911 million cell phones, the mobile tablet market opportunity in India is huge. The Aakash 2 is a 7” Android tablet costing only $20 (subsidized) or $45 (retail).
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4. Mobile Inspiration
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Johnson & Johnson band-aid Magic Vision
May, 2012
The augmented reality app won the Cannes Gold Lion award in the new mobile category
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Moleskine Evernote
August 24, 2012
Despite Evernote’s efforts to move people to go paperless, Moleskine’s journals are still a booming business. Still, 60% of Moleskine owners also use digital notes.
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5. Key Take-Aways
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Key Take-Aways
5. Key Take-Aways
People are navigating between multiple devices to interact with a brand. They use these devices interchangeably for different tasks, in different contexts, … We can no longer assume that smartphones are only used on-the-go.
1 Mobile payment is still going all directions with initiatives focusing on credit cards in the cloud, NFC, carrier billing, … With the launch of Passbook, Apple –for now- only tries to tackle the ticketing, couponing and loyalty card side of mobile wallets.
2 Apple, Microsoft, Google and Amazon are fighting over the mobile and tablet space. The common strategy: take control over hardware, provide cross-device experien-ce and a focus on apps.
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Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
Twitter: @geertdelaet
http://www.luon.com
