Mobile trends Jeremy Wright, Global Director, Mobile Brand Strategy, Nokia Interactive
More than 1 billion Nokia devices in use - 38% market share
World’s 5th most valued brand
Focus on Internet services
Global network of Nokia, carrier and premium publisher sites
6 Awards in 2008 for brand campaigns
PC internet also growing … Source: AMD, Internet World Stats, EMC, Nokia 1995 2000 2005 2010 1 2 3 4 5 6 7 Billion but not homogeneously Source: ITU, Internet World Stats Mobile has different role to play in emerging markets World population Internet users Mobile subscriptions Internet penetration Mobile users
Attitudes to advertising vary Cynical Cynical Cynical consumers saturated by advertising and cynical in attitude Optimistic Optimistic Optimistic Optimistic consumers view advertising positively as useful source of info & entertainment Rational Rational Rational consumers open- minded about ads, but demand clear benefit
Smartphones rising
Death of patience
Rewarding engagement
Personal expression
New learning economy
Clickable world
Personal relevance
7 trends
Smartphones rising
Source: Economist
The converged device Always with me
Smartphones multiple usage Voice 12 % Time per application Source: Smartphone 360 study 2007 Messaging 37 % Multimedia 16 % Personal Information Management 14 % Productivity 1 % Utility 4 % Games 4 % Browsing 8 %
30+% pa growth
Exceeds laptop unit sales
Nokia 44% share
Taking roles from online
Rise of the app
Highly influential
Tap to Sign Up for Alerts Nokia 44% Apple 8% RIM 17% HTC 4% Other 23% Samsung 4% Source: Gartner, end 2008
Seda: Brazil Talked about in 100+ internet communities First tech attribute scores 5% average CTR 360k mobile site visits (2x web) in 2 months MMA award
New learning economy
New learning economy
Greater personal responsibility for education
Outside classroom: gaming and communities
Blurring boundaries between gaming and learning
Learning increasingly seen as personal enrichment and self-development
Growth of self monitoring tools and services
Nokia Sports tracker GPS-based activity tracker Monitors route, distance, speed, altitude, heart rate, pictures on route Community functions MWC 2009 award
Knorr recipes: bookmark by handset & market Knorr Mobile Cookbook
Next billion digital consumers Mid Low High Rural Suburban / low tier cities Urban Population spread Population by income class No Mobile access No Internet access Mobile penetration Fixed line internet
Nokia Life Tools Sponsorship opportunities Agriculture
Sponsorship opportunities
Education
Sponsorship opportunities
Clickable world
We see a clickable world where all marketing will become interactive
Rather than mass media dollars moving to online, interactive technologies will infiltrate all media
Mobile will be key:
Response Enquiry Reward Carry on the person Locate Profile Dialogue Payment Research
People more willing to share info – location, time, preferences - for relevance
Mass-targeted content in decline
Control in the hands of the user
Sprint leads the field
Most advanced Carrier Grade Media
Rock solid subscriber data and mobile behavioral targeting
18m unique mobile internet users
Behaviors: 50+ categories of high-propensity Individuals. Based on mobile web browsing activity & premium mobile content purchase
Content Categories:
Search & Directories
News & Finance
Entertainment
Mobile Communications
Premium Content & Downloads
Sports
Weather
Demographics:
Age
Gender
HH Income
Geography
Education
Presence of Children
Ethnicity
Marital Status
Time of Day & Day of Week
Source: eMarketer, September 2008. Mobile-phone LBS only; excludes personal navigation devices and telematics applications. LBS extends from locations to businesses, other points of interest and friends 2012: 500 million users worldwide
Exchange of personal information for more relevant services Relevance profiling gathers sophistication Likes brands
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