Mobile Internet

Paolo MaioliMarch-2010

Table of content

• Mobile Internet evolution• Smartphone growth and usage• Mobile user targeting• Mobile advertising• Media industry and mobile• Future thoughts

Pre-mobile

• 2G GSM• WAP• Text based, simple graphics• No Internet browsing• Bad user experience• Data usage billing

Mobile today..and tomorrow

• 3G mobile infrastructure• Open Internet browsing• Smartphone technology• Intuitive user interface• Social networking (e.g. Facebook)• Video (e.g. YouTube)• VoIP (e.g. Skype)• Applications/App store• Flat fee data usage billing

+ app billing (many free)

Mobile data traffic

More than a just a PHONE

• Internet browsing• E-mail• Instant messaging/social• Tablet• Bookreader/eReader• Music player/recorder• Photo camera/editor• Video player/recorder• GPS device• Car electronics device• Home electronics device• Game computer• Lots of handy utilities

Sales figures• Smartphone sales Q4 2009 41% growth• Best performers Apple iPhone and Google Android

source Gartner feb 2010

Mobile App marketing/distribution

Mobile fit with social networking

Mobile Internet user targeting

• Mobile Internet:High degree of personalization possible:- geo & demographics (sex, age, address, position)- handset type and brand- usage statistics- always on- short- and long distance journey patterns- individual contributions (blogging, twitter)- buying behaviour

Mobile advertising • Recent acquisitions worldwide:

- Google buys AdMob ($750 M)- Apple buys Quattro Wireless ($275 M)- Opera buys Marvel ($ 8 M)

• Smartphone installed base drives mobile advertising• Mobile advertising implies mobile landing pages• Ad needs to be content related/context relevant• Different types of mobile Advertising:

- SMS/MMS- Mobile search- Mobile video- Mobile game- Mobile banners- Branded content

Mobile in your marketing mix• Mobile website:

- offers better navigation than standard website- works on any smartphone

• App:- dedicated functionality- navigation speed- good user experience- some functionality only available in app- smartphone specific- dependency app store

• Best to develop both types for leading OS’s

Standard website Mobile website

App

Conclusions

• Shifting dominancy in Mobile Internet value chain• Mobile internet access will surpass

fixed internet access soon• Media convergence is everywhere:

it’s easier than ever to reach a large audience,but harder than ever to really connect

• Mobile Phone is unique as personal media device• Advertising on mobile needs to be more

content related than ever• Mobile becomes a must in any marketingmix

WHAT ABOUT AUGMENTED REALITY?

THAT’S ANOTHER STORY!!