WHY IS MOBILE IMPORTANT?1. Mobile is personal2. Mobile is permanently carried3. Mobile is always on4. Mobile has a built-in payment channel5. Mobile is available at the point of creative impulse6. Mobile is most accurate at measuring its audience7. Only mobile can capture the social context of consumption8. Only mobile can offer augmented realityIN SHORT: Mobile enables CONTEXTUAL servicesTomi Ahonen, @tomiahonen – http://goo.gl/E2tmI
WAR OF THE ECOSYSTEMS IS ON, MAKINGTHE SMARTPHONE JUST ONE PLAYER PC smartphone tablet smart TV Mac computers iPhone iPad Apple TV Chrome browser Android Android tablets Google TV Windows, Office Windows Phone Windows 8 Xbox Bubbling under:
IT IS ABOUT EXPERIENCE ROAMING! 2005 2010 2015 one bill, one device, one ecosystem, triple play thousands of apps tens of screens vision focal network device ecosystems point compete price of number experience based on service of apps roaming
Apple is the poster child of experience roaming APPLE:Apple leads by example, by delivering a consistent experience across divers screens A PIONEER IN EXPERIENCE ROAMING Experience roaming Across screens Social circle Ping iPod Apps ecosystem App Store iPhone User data roaming MobileMe iPad Service roaming iTunes, AirPlay Mac User interaction design iOS Apple TV Industrial design Apple ? Brand Apple Copyright VisionMobile 2011
… and the hitgadgets ofChristmas 2012:New iPad, NokiaLumia 920 and 820,the new iPhone, newAndroid devices(phones & tablets),Kindle Paperwhite…
This Christmassmartphone salespass PC sales for Q4 of 2012the ﬁrst time in 460history! million smart- 435 phone million shipments PC and notebook shipmentsSource:Smart Online websitehttp://goo.gl/tIrDC
PUTTING MOBILE DEVICES INTOCONTEXT (2009 FIGURES….)3,3 billion in perspective 4B 3,3B 3B 2B 1,5B 1,4B 1,3B 1B 0,8B 0,9B 0B Cars PCs Telephone Credit TVs Mobile Cards
Let’s think – we should at thevery least be able to monetize this
SIMPLE EARNINGS LOGIC:SELL MORE OR SAVE COSTS • New customers Increase • Acquisition increases and lead generation • Loyalty improvements • More revenue per customer revenue • New offers • Better brand dialogue • Cross-sell at POS • Design, products, marketing, distributions, sales, customer service costs Reduce • Development time • Material costs costs • Targeting • Sales automation • Better service on the ﬂy
MOBILE IS RELEVANT THROUGHOUT THE PURCHASE CHAIN Where can I get Can I buy these these things? right now from Are they my device? available now? Where toWhat have other buy Can I pay with thought about my mobile? this? What to buy BUYHelp me to ﬁndthe right things for me! Now I have it, then what? Post- Repeat the purchase purchase interaction I had this one – How do I get maybe they can more out of my help me again? purchase
THINGS TO CONSIDER IN ORDERTO MAKE MOBILE WORK• Which customers to service via mobile channels?• What content to deliver?• How integrated an experience to make? How to roam the experience between channels?• Experience delivery: website, application or something else?• Cost versus beneﬁts: who pays for the development costs and usage – customer or us?• Investment lifecycle: how fast to expect gains?
Nike GPS! Spotify! Radio Nova!A GOOD OPTION WHEN USING THE MOBILE DEVICE’S CORE FUNCTIONS, SUCH AS RADIO, STREAMING MUSIC, GPS…!
WRAPPING IT UP:• Mobile-user base is ever growing• Experience roaming counts• Mobile is relevant throughout the purchase chain• Have a strategy• Celebrate your content• Build from the ground up• Rethink the process• Be ready for the ever-changing future