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Creuna Mobile Briefing - Copenhagen 24th Nov 2010

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The first of three mobile focused presentation as part of Creuna´s Mobile Digital Briefing. This presentation provided context for the more detailed content to follow exploring the big mobile trends, ...

The first of three mobile focused presentation as part of Creuna´s Mobile Digital Briefing. This presentation provided context for the more detailed content to follow exploring the big mobile trends, key insights and the potential impact on business through the numbers. The presentation was written and presented by Kirsty Glenne, Creuna Norway.

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    Creuna Mobile Briefing - Copenhagen 24th Nov 2010 Creuna Mobile Briefing - Copenhagen 24th Nov 2010 Presentation Transcript

    • DIGITAL BRIEFING 2010
      Mobile Business Innovation
      København, 24. november 2010
      Dansk Arkitektur Center
      #DigitalBriefing
    • talerne
      Kirsty Glenne, Creuna NorgeMOBILE TRENDS I TAL
      Martin Deinoff & Fredrik Hörnsten, CreunaSverige
      FORSTÅ PRÆMISSERNEFOR MOBIL INNOVATION
      Simon Kibsgård, Creuna DanmarkINNOVATIVE MOBILE CASES
    • Programmet
      MOBILE TRENDS I TAL
      Kirsty Glenne, Creuna Norge
      PAUSE OG FORFRISKNINGER
      FORSTÅ PRÆMISSERNE FOR MOBIL INNOVATION
      Martin Deinoff & Fredrik Hörnsten, Creuna Sverige
      INNOVATIVE MOBILE CASES
      Simon Kibsgård, CreunaDanmark
      DEBAT MED TALERNE
      SANDWICHES
      09:15
      10:00
      10:15
      11:00
      11:45
      12:00
    • Video.creuna.com
    • m.creuna.com
      5
      Gratis scanner:
      Send SCAN til 1220
    • 6
      THE WORLD
      TODAY
      looks like this
    • 7
      BUT
      THERE IS A SHIFT
      >130 million
      70-100,000
      50%
    • 8
      Source: European Forrester Technographics® Benchmark Survey, Q2 2010
    • 9
      Source: European Forrester Technographics® Benchmark Survey, Q2 2010
    • Banking
      Organizer
      Alerts
      Payment
      Voice
      Commerce
      SMS
      Health
      E-mail/
      MMS
      COMMUNICATE
      CONTROL
      Ticketing
      IM/chat
      Parking
      Social networks
      Search
      CONSUME
      CREATE
      Web browsing
      CONSUME
      CREATE
      News
      Blogs
      Maps
      Pictures
      Games
      Music
      10
      TV
      Ringtones
      Video
    • In the past 10 years, mobile phones have changed the way we communicate and live…
    • Googleestimates that there will more internet users on mobile phones than PC´s by 2013
      (Ian Carrington, Director of Mobile Advertising Google)
      12
    • 13
      …In the next 10 years, the mobile phone will change the way we do business
      (Forrester 15th Jan 2010)
    • What do these 3 luxuryitems have in common?
      $150,000
      SPORTS
      CAR
      $120,000
      SPORTS
      BOAT
    • 15
    • >10  million  people  globally  used  their  iPhones  to  shop  eBay  2009 EBAY SOLD PRODUCTS VIA their mobile platform every 2 seconds in the last quarter of 2009
      16
      (eBay,  July  2010)
    • $600 million 2009 –$1.5 billion by 2010
      eBay Fashion
      $150,000
      SPORTS
      CAR
      $120,000
      SPORTS
      BOAT
    • 18
      2%
      4%
      4%
      HAVE PURCHASED
      19%
      20%
      13%
      WILLING TO
      Source: Errol Denger, IBM (E-handelstrender no10/11 2010)
    • The Apple App Store buzz
      7 billion
      300,000
    • WAKE UP – iPHONE ALARM
      CHECK YOUR EMAIL ON YOUR BEDSIDE IPAD
      BREAKFAST – BROWSE FACEBOOK, TWITTER & THE NEW YORK TIMES
      COMMUTE – LISTEN TO PODCAST ON YOUR SMARTPHONE
      WORK – SCROLL THROUGH RSS FEEDS, MAYBE SKYPE OR IM CONVESATION
      MEETING – GET DIRECTIONS ON YOUR IPHONE
    • Source: European Forrester Technographics® Benchmark Survey, Q2 2010
      • Use mobile Internet at least weekly
      • Conduct 2 or more mobile advanced activities at least monthly
      Super
      Connected
      13%
      20%
      • Play games, listen to music or Watch TV/video at least weekly
      19%
      27%
      Entertainers
      • Use mobile phone for work purposes more than 25 percent of their time
      7%
      12%
      Connectors
      • Use primarily communication services (e.g, SMS)
      35%
      41%
      Communicators
      • Primarily use voice
      28%
      20%
      Talkers
      • Do not own a mobile phone
      10%
      4%
      Inactives
      Source: European Technographics Benchmark Survey, Q2 2010
    • 24
      BMW WINTER TYRES MMS CAMPAIGN
      Sent 117,000 MMS picture messages
      30% conversion rate
      35,000 customers
      $1,300 Spend
      Cost 60,000 to run
      ROI per MMS
      $758
      $45 million
    • In the past 10 years, mobile phones have
      MIXING UP
      MOBILE & SOCIAL
      • $41 billion
      500 million
      150 million
      2
      41 vs 31
    • 23%
      1 in 4
    • THERE IS A CONVERGENCE
      MOBILE,
      LOCATION &
      SOCIAL
      In the past 10 years, mobile phones have
    • Check-in’s are more of a social game than true loyalty program
      I “checked in” from my house down the street.
      I “checked in” from my house down the street.
      Weekly usage estimated 1% of mobile owners
    • 30
      INCREASE FOOT TRAFFIC TO RESTAURANTS BY 33%
      ONE DAY 4SQUARE CAMPAIGN
      Used100 randomly awarded $5 and $10 giftcards as checkin bait to lure in potential diners
      Cost them a total of $1000
    • Location-based
      application
      users are heavy mobile researchers
      Location-based
      application users
      are heavy mobile researchers
      1/3rd
      11.5%
    • 32
      38%
    • 33
    • Mobile will enable brands to influence consumers at the point of sale
      34
      Sephoralaunched in January 2009 a mobile service to assistshoppersin-store
      Product reviewsfrompeersat the point of sale
      • Coupons
      • Instant rewards
    • 35
      The drivers are in place for MASS MARKET UP-TAKE of mobile internet & digital services
      M-commerceis here but its still relatively niche
      LOCATION will become a core enabler of real-time marketing offerings
      CONVERGENCE OF MOBILE, SOCIAL & LOCATION that offers the most potential for companies to engage with consumers in new ways
    • “THE MAJORITY OF PEOPLE UNDER 20
      THINK THE INTERNET HAS ALWAYS BEEN THERE”
      36
    • 100%
      37