Making the most of mobileMark Watts-Jones, Head ofProduct Marketing,EverythingEverywhere@MWJ  #CIPRSM
“The only time I don‟t use my mobilephone is when I‟m sleeping....”                   “…but I need it to wake me up!”A T-M...
1   The internet is mobile@MWJ   #CIPRSM
1    The internet is mobile    Smartphones are extensions of who we are, how    we see ourselves, how we express ourselves...
1    The internet is mobile      The 4% rule - Most people value the 4% of      their „friends‟ most:       • BBM is viewe...
1    The internet is mobile      Consumers are extremely demanding of      their mobiles:       •   Network       •   Batt...
1    The internet is mobile    @MWJ    #CIPRSM
2   Who are mobile users?       What we know about them that will help us@MWJ   #CIPRSM
2    In the UK there’s about 50 million adults with a     mobile ‘subscription’ – about 92% of all adults    @MWJ    #CIPRSM
2    But, as you’d expect with a group this large, they     aren’t homogenous                                     They‟re ...
2    They also spend different amounts of money each     month…      PAYM:          SIM only:         PAYG:      about    ...
2    …and critically they use different mobiles. The Top     3 selling phones on PAYM:    iPhone 4             Samsung    ...
2    …and the Top 3 selling phones on PAYG    Blackberry         Nokia       Samsung    Curve 8520         1800         E1...
3   Devices       and why mobiles are not yet all smartphones       but might end up that way@MWJ   #CIPRSM
3    New connections of smartphones are soaring    @MWJ   #CIPRSM
3    But smartphones are still only 22% of Vodafone’s     total European market    @MWJ    #CIPRSM
3    Here’s reason number 1 why we’re all obsessed by     Apple    @MWJ    #CIPRSM
3    And here’s number 2 – the massive proporitional     share of iPad traffic    @MWJ    #CIPRSM
4   Mobile trends and behaviour@MWJ   #CIPRSM
4    Deal seeking behaviour is entrenched and being     reflected on mobile    @MWJ    #CIPRSM
4    As illustrated by ‘Retail/eCommerce activities on     smartphones’    @MWJ    #CIPRSM
4    As illustrated by ‘Retail/eCommerce activities on     smartphones’    @MWJ    #CIPRSM
4       Trust and privacy are of increasing concern    `    @MWJ       #CIPRSM
4    Smart boredom!    @MWJ   #CIPRSM
4    Whale Trail is my current favourite boredom buster                           1. Great game!                          ...
4    Information transparency and self management    @MWJ   #CIPRSM
4    Health and personal performance monitoring    @MWJ   #CIPRSM
4    Only 1 in 8 consumers would not be interested in     some kind of health tracking    @MWJ    #CIPRSM
5   Some examples@MWJ   #CIPRSM
5    Sainsbury’s and SkyGo iPad dock and app for     trolley                             1. This story is fluff!          ...
5    FT.com app - HTML5                          •   Positioned as a “better, faster                              app” wit...
5    Asos – mobile site                          1. Clear navigation                          2. Simple UI                ...
5    Starbucks – Mobile payment app and Starbucks     card                        1. Positioned as a useful utility       ...
5    Jamie Oliver – Guide to Britain app                         1. £2.99 app                         2. Supports TV serie...
5    Square – mobile payments device    @MWJ   #CIPRSM
5    Nike training club    @MWJ    #CIPRSM
5     Tesco - mobile commerce app                        1. Stimulates new revenue                           opportunities...
5      …but there can be too much of a good thing!    @MWJ    #CIPRSM
6   What’s next@MWJ   #CIPRSM
6    NFC and mobile payments    @MWJ   #CIPRSM
6    Huge wifi networks being rolled out e.g. O2 15,000     sites offering free wifi    @MWJ    #CIPRSM
6    More Tablets    @MWJ   #CIPRSM
6    In home hardware    @MWJ   #CIPRSM
6    Machine to machine                          Car telematics                          Smart metering                   ...
7   Where my data comes from@MWJ   #CIPRSM
5    Where my data comes from                     Comscoredatamine.com                     Ourmobileplanet.com            ...
Want more CIPR content?Go to www.slideshare.com/CIPRPaul#CIPRSM
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CIPR Social Media Conference - Mark Watts-Jones, EverythingEverywhere, Making the most of mobile

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CIPR Social Media Conference - 14 November 2011.

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CIPR Social Media Conference - Mark Watts-Jones, EverythingEverywhere, Making the most of mobile

  1. 1. Making the most of mobileMark Watts-Jones, Head ofProduct Marketing,EverythingEverywhere@MWJ #CIPRSM
  2. 2. “The only time I don‟t use my mobilephone is when I‟m sleeping....” “…but I need it to wake me up!”A T-Mobile customer, November 2011@MWJ #CIPRSM
  3. 3. 1 The internet is mobile@MWJ #CIPRSM
  4. 4. 1 The internet is mobile Smartphones are extensions of who we are, how we see ourselves, how we express ourselves and they power our communications with friends and family • The smartphone has become the digital hub of our lives • It‟s the one device we always have immediate access to… • …even at home • Consumers instinctively see it as a remote control for their lives @MWJ #CIPRSM
  5. 5. 1 The internet is mobile The 4% rule - Most people value the 4% of their „friends‟ most: • BBM is viewed as being highly personal – it‟s like giving your mobile number to someone • Whisper it, but Facebook is going off the boil • People want their privacy back; in some ways communicating with a small group is harder then before @MWJ #CIPRSM
  6. 6. 1 The internet is mobile Consumers are extremely demanding of their mobiles: • Network • Battery life • Support • Apps They have high expectations and low tolerance and won‟t retry if it doesn‟t work first time @MWJ #CIPRSM
  7. 7. 1 The internet is mobile @MWJ #CIPRSM
  8. 8. 2 Who are mobile users? What we know about them that will help us@MWJ #CIPRSM
  9. 9. 2 In the UK there’s about 50 million adults with a mobile ‘subscription’ – about 92% of all adults @MWJ #CIPRSM
  10. 10. 2 But, as you’d expect with a group this large, they aren’t homogenous They‟re in different life stages, with different experience, skills, expectations and willingness to do things @MWJ #CIPRSM
  11. 11. 2 They also spend different amounts of money each month… PAYM: SIM only: PAYG: about about about £40 £25 £10 @MWJ #CIPRSM
  12. 12. 2 …and critically they use different mobiles. The Top 3 selling phones on PAYM: iPhone 4 Samsung Blackberry Galaxy S II Curve 3G 9300 @MWJ #CIPRSM
  13. 13. 2 …and the Top 3 selling phones on PAYG Blackberry Nokia Samsung Curve 8520 1800 E1080 £9.95! £6.95! @MWJ #CIPRSM
  14. 14. 3 Devices and why mobiles are not yet all smartphones but might end up that way@MWJ #CIPRSM
  15. 15. 3 New connections of smartphones are soaring @MWJ #CIPRSM
  16. 16. 3 But smartphones are still only 22% of Vodafone’s total European market @MWJ #CIPRSM
  17. 17. 3 Here’s reason number 1 why we’re all obsessed by Apple @MWJ #CIPRSM
  18. 18. 3 And here’s number 2 – the massive proporitional share of iPad traffic @MWJ #CIPRSM
  19. 19. 4 Mobile trends and behaviour@MWJ #CIPRSM
  20. 20. 4 Deal seeking behaviour is entrenched and being reflected on mobile @MWJ #CIPRSM
  21. 21. 4 As illustrated by ‘Retail/eCommerce activities on smartphones’ @MWJ #CIPRSM
  22. 22. 4 As illustrated by ‘Retail/eCommerce activities on smartphones’ @MWJ #CIPRSM
  23. 23. 4 Trust and privacy are of increasing concern ` @MWJ #CIPRSM
  24. 24. 4 Smart boredom! @MWJ #CIPRSM
  25. 25. 4 Whale Trail is my current favourite boredom buster 1. Great game! 2. Lovely use of touch, very delicate 3. Whale Trail song used in the game written by Gruff Rhys and released as a single @MWJ #CIPRSM
  26. 26. 4 Information transparency and self management @MWJ #CIPRSM
  27. 27. 4 Health and personal performance monitoring @MWJ #CIPRSM
  28. 28. 4 Only 1 in 8 consumers would not be interested in some kind of health tracking @MWJ #CIPRSM
  29. 29. 5 Some examples@MWJ #CIPRSM
  30. 30. 5 Sainsbury’s and SkyGo iPad dock and app for trolley 1. This story is fluff! 2. But tells a nice story – a Sainsbury‟s trolley with an iPad doc, speakers and a collision detector. 3. Shopper can dock their iPad and watch Sky Go!` @MWJ #CIPRSM
  31. 31. 5 FT.com app - HTML5 • Positioned as a “better, faster app” with: 1. Web browser access – No app store download needed 2. Automatic enhancements 3. Reading offline 4. Speed 5. Greater range of content` @MWJ #CIPRSM
  32. 32. 5 Asos – mobile site 1. Clear navigation 2. Simple UI 3. Prioritised content with clear calls to action 4. Well spaced to take account of touchscreens @MWJ #CIPRSM
  33. 33. 5 Starbucks – Mobile payment app and Starbucks card 1. Positioned as a useful utility 2. Encourages regular interaction with brand 3. Extends Starbucks reach 4. Trojan horse for future Starbucks payment card/reward points features? @MWJ #CIPRSM
  34. 34. 5 Jamie Oliver – Guide to Britain app 1. £2.99 app 2. Supports TV series 3. Revenue oriented 4. Extends Jamie Oliver‟s reach into new content 5. Supports book sales? @MWJ #CIPRSM
  35. 35. 5 Square – mobile payments device @MWJ #CIPRSM
  36. 36. 5 Nike training club @MWJ #CIPRSM
  37. 37. 5 Tesco - mobile commerce app 1. Stimulates new revenue opportunities 2. Highly integrated with online 3. Focuses on convenience for customer 4. Extends Tesco‟s reach @MWJ #CIPRSM
  38. 38. 5 …but there can be too much of a good thing! @MWJ #CIPRSM
  39. 39. 6 What’s next@MWJ #CIPRSM
  40. 40. 6 NFC and mobile payments @MWJ #CIPRSM
  41. 41. 6 Huge wifi networks being rolled out e.g. O2 15,000 sites offering free wifi @MWJ #CIPRSM
  42. 42. 6 More Tablets @MWJ #CIPRSM
  43. 43. 6 In home hardware @MWJ #CIPRSM
  44. 44. 6 Machine to machine Car telematics Smart metering Home automation Security @MWJ #CIPRSM
  45. 45. 7 Where my data comes from@MWJ #CIPRSM
  46. 46. 5 Where my data comes from Comscoredatamine.com Ourmobileplanet.com Endersanalsysis.com Business Insider – Chart of the Day @MWJ #CIPRSM
  47. 47. Want more CIPR content?Go to www.slideshare.com/CIPRPaul#CIPRSM

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