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CLD MOBILE OPPORTUNITY OCTOBER 2010

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Extracts from a presentation by Darren Winterford, Director of Sydney based Creative Licence Digital. A brief look at the mobile marketing opportunity with a focus on Australia.

Extracts from a presentation by Darren Winterford, Director of Sydney based Creative Licence Digital. A brief look at the mobile marketing opportunity with a focus on Australia.

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CLD MOBILE OPPORTUNITY OCTOBER 2010 CLD MOBILE OPPORTUNITY OCTOBER 2010 Presentation Transcript

  • THE MOBILE OPPORTUNITY OCTOBER 2010
  • AGENDA ★ THE SMARTPHONE REVOLUTION ★ THE AUSTRALIAN EXPERIENCE ★ THE MOBILE OPPORTUNITY ★ ABOUT US
  • SMARTPHONE REVOLUTION
  • THE ONLY WAY IS UP
  • SMARTPHONE USERS
  • SMARTPHONE USERS
  • MAJOR PLAYERS
  • REGIONAL SPLIT
  • iOS IN DETAIL
  • FAST MOVING
  • IN AUSTRALIA
  • IPAD ★ 3.3 MILLION IPADS SOLD BY JULY 2010 ★ TOOK OVER TWO YEARS TO SELL THE SAME AMOUNT OF IPODS ★ THE IPOD HAS NOW SOLD OVER ONE QUARTER BILLION UNITS
  • APP STORE EXPLOSION ★ APPLE NOW HAS OVER 300,000 APPLICATIONS ON THE ITUNES APP STORE ★ HOSTED OVER 5 BILLION DOWNLOADS SINCE LAUNCH IN JULY 2008 ★ SINCE LAUNCH OF ANDROID MARKET IN JUNE 2009, ALREADY TOWARD 80,000 TITLES AVAILABLE ★ HOSTED ONE BILLION DOWNLOADS ★ BLACKBERRY APP WORLD ALSO GAINING MOMENTUM
  • AUSTRALIAN CONTEXT
  • AUSTRALIAN CONTEXT
  • AUSTRALIAN CONTEXT
  • THE MOBILE OPPORTUNITY ★ A POWERFUL MARKETING TOOL 1. ENGAGED USERS 2. ATTRACTIVE, SOCIAL MEDIA SAVVY USER PROFILE 3. ‘OPEN MINDED’ CONSUMERS 4. VIRAL SPREAD 5. ‘TOUCHSCREEN EFFECT’
  • 1. ENGAGED USERS ★ THE MOST INTIMATE CONSUMER DEVICE ★ PEAK IN MORNING WITH NEWS/SEARCH ★ INTERMITTENT CASUAL GAMING/BROWSING ★ AFTERNOON/EVENING PEAK - NEWS/CHILDREN PLAY ★ WITHIN REACH OF THE USER AT ALL TIMES ★ ALWAYS ON, ALWAYS WITH THEM, ALWAYS CONNECTED
  • 2. SOCIAL MEDIA SAVVY ★ MORE THAN 25% OF USERS IN AUSTRALIA ARE ACTIVE ON FACEBOOK THROUGH MOBILE
  • 2. SOCIAL MEDIA SAVVY
  • 3. ‘OPEN MINDED’ CONSUMERS ★ FUNDAMENTAL DIFFERENCE BETWEEN MOBILE APPLICATIONS AND TRADITIONAL MEDIA ★ THE CONSUMER INVITES YOU, THE BRAND - THEY WANT TO ENGAGE ★ NOT A FORCED MESSAGE, A DISRUPTION OR AN ANNOYANCE ★ IN THE IDEAL FRAME OF MIND ★ INTERACTING, EAGER TO EXPLORE, YEARNING TO BE CHALLENGED ★ DESIRE TO PARTICIPATE IF CONCEPT COMPELLING
  • 3. ‘OPEN MINDED’ CONSUMERS ★ BY PLACING A BRANDED APPLICATION ON THEIR DEVICE, THE BRAND IS BEING INVITED TO PARTICIPATE IN AN ON-GOING, INTIMATE, LONGER CONVERSATION ★ WANT YOU TO EXCITE, CHALLENGE, ENABLE OR ADD UTILITY ★ A SENSE OF ANTICIPATION OF WHAT THE BRAND CAN PROVIDE ★ 70% OF iOS USERS SAY THEY HAVE DOWNLOADED A BRANDED APP ★ 75% WILL DO SO AGAIN
  • 4. VIRAL SPREAD ★ MOBILE DEVICES ALWAYS PRESENT, EVEN IN SOCIAL SITUATIONS ★ INCREASED ‘LIQUIDITY’ AND ABILITY TO ENTER CONVERSATION ★ INNOVATORS IN THIS CATEGORY WANT TO SHARE THEIR KNOWLEDGE ★ ENJOYS A FASTER, EASIER VIRAL SPREAD THAN TRADITIONAL ★ NOT ‘I WILL SEND IT TO YOU’ ★ RATHER ‘DOWNLOAD IT NOW’ OR ‘CHECK IT OUT’
  • 5. ‘TOUCHSCREEN EFFECT’ ★ ‘TOUCH’ ELEMENT OF SMARTPHONE SCREENS BRING BRANDS CLOSER TO CONSUMER ★ REAL ENGAGEMENT ★ INTERACTION AND EXPLORATION ★ PARTICULARLY APPARENT ON APPLE iPAD AND OTHER TABLETS
  • THE MOBILE OPPORTUNITY ★ IDENTIFY KEY DRIVERS FOR YOUR CONSUMERS ★ WHY WOULD YOUR CONSUMERS WANT AN APP AND WHERE IS THE BRAND BENEFIT? ★ ADD UTILITY/ENABLE CONVENIENCE? ★ ENTERTAINMENT? ★ ENABLE SHARING?
  • KEYS TO SUCCESS
  • ABOUT CREATIVE LICENCE DIGITAL
  • CONTACT US LICENCE! DIGITAL!