Mobile 2009, 2010 and beyond

AIMIA Digital Summit 2009
The Rise of Mobile
An overview of 2009, beyond the hype and some thoughts on the future

2009 – key learnings
Mobile internet -> mobile apps
The iPhone provides new business
And a new business model
Mobile advertising – muted promise
GFC retreat to conservatism
Advertising fears the loss of its audience
To varied and diverse devices
Entertainment fear the loss of its funding
And looks to some new models

Where are we now?
24.5m mobile handsets (113% penetration)*
3G handsets – est 12m** or almost 50%
Double that of a year ago
The iPhone phenomena
35m sold globally, about 1.8% all handsets, Blackberry about 2%
Nokia, Sony Ericsson and Samsung still lead***
800,000 in Australia**
Another 250,000 iPod Touch devices use mobile products and service
Representing about 4.5% of handsets
But around 30-35% of all data/apps/access
Mobile internet use: almost 10m active monthly users (40%)***
Half of these estimated to be daily
* Telsyte research ** Industry best guess *** AMPLI Survey

The market is broad
Is it worth the bother?
24.6m mobiles
12m 3G handsets
20% 2G are smartphones
4.5% iPhone/iTouch
Addressable market: 15.5m

Different Services Different Demographics
Younger: create ringtones, use social networking, listen to music (web 2.0 type services).
Mobile internet services (browsing, apps and e-mail) skew 65-70% male.
Mobile content (games and ringtones) more even gender split
MobiLens Data: Three month average ending March 09 across EU5 (UK, DE, FR, ES + IT) - N= 70,964

Too many devices (1491 EU)
Top 6 devices represent 12.3% of mobile media users, top 20 devices – 26.1%.
Apple starting to challenge Nokia’s long dominance however still represent just 5% of mobile media users vs Nokia’s 36%.
Sony Ericsson represent 17% of media users.
Samsung also represent 17% of media users.
MobiLens Data: Three month average ending March 09 Country: EU5 (UK, DE, FR, ES + IT) - N= 70,964

Top Apps (Comscore EU study)
62.6% of iPhone 3G users have used an app in a month and momentum is growing. 6 months ago 51% of iPhone owners used an app for news and info.
In comparison 21% of Nokia N95 and 37% of Blackberry Storm use an app.
Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964

Internet = Information Snacking
Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc
Transactional services starting to emerge – e.g. Auction Sites
The combination of local services and transactions will bring about new business models.
Product: MobiLens Data: Three month average ending March 09 EU5 (UK, DE, FR, ES + IT) - N= 70,964

Top Information Services (Aus)
48% of respondents used an information service of some sort - up 30% on a year ago
Most services used at least once a month, with news and weather most frequent use
Expectation of future use is high, with 30% growth expected next year also
Source: Australia Mobile Phone Lifestyle Index Survey (AIMIA) 2009

Hype or future gazing?
Mobile advertising will take off
But is still likely to be 18 – 24 months away
The PC internet indicates (but mobile will grow faster)
Mobile is unlikely to be the preferred screen in Australia
But it will be increasingly used as the ‘now’ or first device
We will move internet habits to the mobile
Large, touch screen devices
Targeting will make services (and advertising) more relevant to us
And this will make it more useful
Advertising models from the Internet will not necessarily translate to mobile
We need to start looking forward and not backwards

IAB Mobile Ad 2008 - £28.6 million
50% from search, 50% from display (banners and text links, tenancy, pre / post roll, etc)
Comparisons can be made with the first PC internet ad spend data from 1998:
In 1998 there was an average of 7.3 million PC internet users and ad spend was £19.4m
In 2008 there was an average of 9.5 million mobile internet users * and ad spend £28.6m
The mobile internet has slightly more ad revenue per user than the PC internet 10 years ago
Source: IAB Mobile Ad Spend Study 2008/Product: MobiLens Data: Ending Dec 2008 (UK)
* Mobile Internet Users defined as those who browse or use an application for news, info or social networks.

The future in mobile
We talk about internet on a small screen….
But there’s much more to this
Mobile offers :
The first personal mass media channel
Always with us, always on
Location awareness
Built in payment channel
Creative tool for UGC (video, text & image)
Near-perfect audience data
Able to capture the social context of media
Proactive communication tool
Based upon Tomi Ahonen – Mobile as the 7th Mass Media

Starting to look forward
The (PC) internet took off with the advent of broadband and decent speeds
3G is showing us the same thing
Operators without decent data plans are hurting themselves and the market
Users without decent data plans have lower satisfaction scores and 40% plan on churning
Mobile usage and services are growing
There is no cannibalisation (yet) – just growth
And a hunger for more and better services
Apps are showing us that mobile is more than internet
A new device with new opportunities

Key reasons to be mobile
Most ubiquitous device (ever)
Responded to very quickly (96% SMS read in <20 mins)
On 24 x 7, nearby and accessed often
Communication, content and utility
Response to mobile advertising incredible:
3% - 7% response rate
10% - 20% conversation rate
6 times the ROI on mobile compared to other forms
We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

When considering mobile services
Don’t restrict the content
Just manage the navigation and presentation
Think of your consumer first
What will they be doing? Where? Moving?
Tailor your sites for your audience
Don’t develop just iPhone
But question is you should bother with WAP
Your consumers are cross-platform (online and mobile)
Allow a single log in for consistent experience
Personalise, tailor, make unique, deliver
Remember your customers and show you remember
Learn from what they do to become more relevant

Key things: (0,1,2,3)
Zero changes to user behaviour
(don’t make them act differently for you)
One login
(remember who they are, regardless of device)
Two second respond time
Make it simple, make it clean, make it fast
Three clicks away (maximum)
You’ll lose 10% of users for each added level

What will 2010 hold?
Mobile advertising will grow
Advertisers will look for new engagement
Augmented reality will become more common
Great for travel, listings and events
iPhone will come under greater competition
New mobile operating systems (PalmOS, Android)
Handset manufacturers (Nokia, Sony Ericsson)
More apps and apps stores, for more devices
Linked cross-media solutions (internet & mobile)
Based on better subscriber/consumer engagement
Subscription content? Better mobile TV?

Mobile plotting (AR)

2010 and beyond
mCommerce will become more common (2011)
Screens will get larger (tablet) and smaller (wearable) (2012)
Android will become the dominant mobile ecosystem (2012)
RFID chips will enable micropayments via mobile (2013)
Gestural interfaces will start to penetrate the home market (2013)
Mobiles will become smart devices for machine-to-machine communication (2014)
We will keep information in the cloud and pull it down to the devices we use when we need it (2014)
Optical recognition will be standard, recognising locations and people (2015)
Security will become an issue (2015)

The mobile future
http://www.youtube.com/watch?v=FScddkTMlTc

Mobile
brave enough for the new world?
Jennifer Wilson
jennifer@theprojectfactory.com
0414 59 58 57
JenWilsonSydney

Mobile 2009, 2010 and beyond

by Jennifer Wilson on Oct 12, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 22

Statistics

Mobile 2009, 2010 and beyond — Presentation Transcript