Mobile Ticketing - Are You Ready?

mobile transactions:are you ready?an introduction to apps, m-sites, tablets & more.

Stuart Buchanan,wearethenest.com.au

Mobile Transactions, Are You Ready? Stuart Buchanan, wearethenest.com.au.

the mobile landscape,things we do on mobiles,apps & m-sites,mobile case study,the role of tablets,tablet case study


the mobile landscape,things we do on mobiles,apps & m-sites,mobile case study,the role of tablets,tablet case study,and...


the mobile landscape


in 2011, worldwide sales of smartphones exceeded sales of personal computers.

canalys.com

2010

2011

0 125 250 375 500

smartphone

personal computer


in 2011, the % growth of mobile devices and tablets completely outstripped PCs.

canalys.com

-75 0 75 150 225 300

smartphone

tablets (iPad)

netbooks

laptops

desktop computers


by 2015, more internet users will access the web through mobile devices than through the desktop.

idc.com

http://www.idc.com/getdoc.jsp?containerId=prUS23028711

http://www.idc.com/getdoc.jsp?containerId=prUS23028711


now, the #1 method for accessing local information is the mobile device.

higher-and-higher.com


76% of all australians aged 12-14 own a mobile device.


76% of all australians aged 12-14 own a mobile device.2% of all australians aged 5-8 own a mobile device.higher-and-higher.com


android handset share rocketed in australia from 2010 to 2011.

zdnet.com.au, august 2011


but smartphone internet usage is still dominated by apple.

campaignmonitor.com


over 2 million australians now use an iPhone:

roymorgan.com, december 2011


2%15%

31%28%

24%

Under 2525-3435-4950-6465+

53%47%

MaleFemale

roymorgan.com, december 2011


1 in 5 email newsletters are now viewed on a mobile device.

campaignmonitor.com, June 2011


things we do on mobiles


voice calls are still the most popular feature in most age demographics, except teenagers - less than 2/3 use make calls daily, ranking as only the sixth most used feature.

gsmarena.com


30% of all social media traffic originates on mobile devices.

mashable.com


0 20 40 60 80

SMSAppsBrowserSocialGamesMusic

mobile content usage:

comscore.com, december 2011


googlemobileads.blogspot.com, september 2011

mobile & tablet usage peaks later in the day(high likelihood of a social environment)


half of all smartphone owners use their devices while shopping in bricks-and-mortar stores: to compare prices (56%), take pictures of products (53%) and seek coupons or discounts (46%).

internetretailer.com, december 2011


shopping apps are the fourth most downloaded category of mobile app, behind games (67%), social media (66%), music (57%). at 46%, shopping apps are tied with news apps.

internetretailer.com, december 2011


googlemobileads.blogspot.com.au, february 2012


Australia Council For The Arts, June 2011






mobile users want information right at the point of sale:88% of consumers searching on a mobile device will make a purchase within 24 hours.(short / immediate time window from receiving ‘call to action’ to implementation)

Google Mobile Ads

http://www.youtube.com/watch?v=CjUcq_E4I-s

http://www.youtube.com/watch?v=CjUcq_E4I-s


what’s in:‘lean forward’ • short form content• simple forms and quick authorisations

(social authorisations / stored credentials)• social engagement (discussion and

negotiation, sharing links & searches)• leverage all device functions (cameras,

maps etc)


what’s out:‘lean back’• long-form content / long pages• multiple actions to achieve single goal• complicated registration processes, and

CAPTCHAs• multiple images / poor image compression• flash


apps & m-sites


app: application made specifically for a brand of mobile device, downloaded and run on the device.


app are software,built specific to the device,downloaded and stored, cost more to produce.


app does not necessarily need an internet connection, if data has already been saved or downloaded.


apps allow for integrated engagement across social platforms, and can leverage full phone functions.


native apps are built using specific coding language for each platform, requires specialist skills to develop.


m-site: mobile-optimised web site, viewable on any device with an web browser.


m-site can be built once, and run across multiple types of devices.


m-site requires an internet connection, all data is stored online.


m-sites are built using common HTML code, don’t necessarily require large amount of re-training for webdevelopers.


use simple design and simple functions. and keep the code simple too - no unnecessary bangs & whistles.


here’s why:


mobile320 pixels x 480 pixels


mobile320 pixels x 480 pixels

web1024 pixels x 768 pixels


what looks good here...


might not look good here.


many of us this year will solve the m-site conundrum with ‘responsive design’.

earthhour.fr


bostonglobe.com

anderssonwise.com


m-site or app? of all the social media traffic generated on a mobile,52% comes from browsers (inc. m-sites) and 48% comes from apps.

mashable.com, february 2012


m-site or app?how much money do you have to spend?how & where will it be used? are you looking for deep level of social engagement?how flexible is your web site?


mobile case study: sydney festival 2012


2011 festival,iPhone app


2011 festival,iPhone appprogram ‘at a glance’search listingsin-app planner


2012 festival,new mobile site


high festival mobile consumption across the board + strong growth in Android and non-iPhone market from 2011 to 2012.



program ‘at a glance’search listingslinked planner(across mobile site, desktop site and app)



2012 festival,mobile app


2012 festival,mobile app(iPhone & Android)



if we can get so much from the mobile site, then what can we do with the app?



geo-taggingeverything is geo-tagged - find events, restaurants, bars, ticket booths, car parks, utilities and festival photos - right where you are now



cross-platformpersonalisation‘my festival’ feature, linked planner, bookmarked venues & shared photos + a home page ‘news feed’ with live info & updates



gamificationtake part in the sydney festival mobile game - win discounts, prizes & badges, and unlock the ‘final game’ to win a special VIP prize



iphoneographyin-app camera allows you to snap photos at festival events, tag your location, ‘festivalise’ your image and share with the world


results:• total number of app downloads across platform 27,000• ratio of apple : android app downloads was 17:1• m-site represented 22% of all web traffic (over 1 in 5)• apple mobile or tablet devices represented 18% of all

web traffic• apple mobile or tablet devices represented 80.5% of all

mobile traffic (ratio of apple : android web traffic was 4:1)• ipad represented 5% of all web traffic• ipad represented 22% of all mobile traffic• facebook generated 2.5 more visits to the site than print


the role of tablets.


comscore.com

ipad dominates the tablet market entirely.


comscore.com, october 2011

apple iOS traffic (u.s.)

0 12.5 25 37.5 50

iPad iPhone iPod Touch


comscore.com

ownership led by 25-34.


businessinsider.com

majority use it between 2 and 5 hours per day.


flurry.com

some statistics claim that app use outweighs web on mobile.


businessinsider.com

when consuming news, over 60% choose apps over web.


comscore.com, october 2011


adobe: average tablet transaction $123, average desktop transaction $102(based on 16.5 visits to 150 retailers)

success.adobe.com


ipads replacing other devices in public cultural institutions.


mobile case study: art gallery of new south wales



ContemporaryAGNSW iPad app










and...


what about the QR code?




comtex: “the short-lived and soon-to-be-antiquated QR codes will be replaced with mobile visual search, which provides consumers with faster, more convenient and compelling, interactive marketing experiences”

marketwatch.com, january 2012


mobile visual search


near field communciation


juniper predicts that 1 in 8 (13%) of north american and western european mobile users will use their NFC-enabled mobile phone as a metro rail or bus ticket by 2016

intomobile.com, february 2012


juniper predicts that NFC mobile tickets will represent more than 50% of all mobile ticketing revenue by 2016

intomobile.com, february 2012


and...


augmented reality allows you to use a mobile device to ‘augment’ locations with information, images and media.



augmented reality offers engagement via ‘real world’ interactions.


‘unseen sculptures’ showcases augmented reality art installations around australia.


artists staged an augmented reality ‘intervention’ at the 2011 venice biennale, “extending the Giardini with extra [virtual] pavilions”.



and...


AMOLED display (active-matrix organic light-emitting diode) will allow our devices to be fully flexible and as thin as a piece of paper.


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Mobile Ticketing - Are You Ready?