LUON WassUp Recap March 2013 - 3. the mobile landscape

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LUON WassUp Recap March 2013 - 3. the mobile landscape

  1. 1. 1
  2. 2. 1. Our Mobile World 2
  3. 3. 1. Our Mobile WorldThe new multi-screen worldOur time online is spread between 4 primary media devices(source: “The new multi-screen world”, Google, 2012) 3
  4. 4. 1. Our Mobile WorldThe new multi-screen world: ComputersComputers keep us productive and informed(source: “The new multi-screen world”, Google, 2012) 4
  5. 5. 1. Our Mobile WorldThe new multi-screen world: SmartphonesSmartphones keep us connected(source: “The new multi-screen world”, Google, 2012) 5
  6. 6. 1. Our Mobile WorldThe new multi-screen world: TabletsTablets keep us entertained(source: “The new multi-screen world”, Google, 2012) 6
  7. 7. 1. Our Mobile WorldThe new multi-screen world: ComputersPCs are most often a starting point for more complex activities(source: “The new multi-screen world”, Google, 2012) 7
  8. 8. 1. Our Mobile WorldThe new multi-screen world: SmartphonesSmartphones are the most common starting place for online activities(source: “The new multi-screen world”, Google, 2012) 8
  9. 9. 1. Our Mobile WorldThe new multi-screen world: TabletsTablets are most often a starting point for shopping and trip planning(source: “The new multi-screen world”, Google, 2012) 9
  10. 10. 1. Our Mobile WorldTop activities performed during multi-screen usage78% of simultaneous usage is multi-tasking, 22% is complementary(source: “The new multi-screen world”, Google, 2012) 10
  11. 11. 1. Our Mobile World5 Mobile myths… bustedMyth #1: people use 1 device for 1 taskMyth #2: mobile devices are only used on-the-goMyth #3: everybody has a desktop/laptop computer to access the InternetMyth #4: mobile doesn’t support reading wellMyth #5: marketers/publishers know how people are using their mobile devicesMobile development is often still grounded in outdated beliefs. 11
  12. 12. 1. Our Mobile WorldThe call for smart ubiquity “ If mobile doesn’t imply a specific device or a specific context, then what does it mean?Life-saver #1: Responsive designUbiquity is the principle of being on every platform and device.Responsive design can help creating a good experience on different platforms. 12
  13. 13. 1. Our Mobile WorldThe call for smart ubiquity “ Knowing the type of device the user is holding doesn’t tell you anything about the user’s intent. You can’t make assumptions about what the user wants to do simply because she has a smaller screen.Today, we often use “designing for the mobile context”as an excuse to make mobile an inferior experience. 13
  14. 14. 1. Our Mobile WorldThe call for smart ubiquityLife-saver #2: Adaptive content “ Adaptive content is a path to content parity, where all users get a complete set of content— the exact same content when that’s appropriate, and equivalent alternatives when it’s not.Content is being plucked and refitted everywhere. Stuff opens inside of Twitter, Facebook,etc., and that means that content needs to be ready to go in all these new contexts. 14
  15. 15. 1. Our Mobile WorldThe call for smart ubiquityLife-saver #2: Adaptive contentContent is being plucked and refitted everywhere. Stuff opens inside of Twitter, Facebook,etc., and that means that content needs to be ready to go in all these new contexts. 15
  16. 16. 1. Our Mobile WorldThe call for smart ubiquity: e-mailDon’t forget about e-mail! In September 2012, 38% of e-mail opens came from mobile,versus 33% from desktop and 29% from webmail (source: Litmus) 16
  17. 17. 1. Our Mobile WorldSmartphone usage in Belgium 23% 22% 18-29 30-49 19% 30% 26% owns a smartphone 13% 36% 50+ 0% 10% 20% 30% 40% iOS Android Blackberry OS Microsoft Windows Mobile Symbian Other Dont KnowIn Belgium, Android is overall the most used mobile OS on smartphones. 17
  18. 18. 1. Our Mobile WorldSmartphone usage in Belgium 48,5 avg. number of apps installed 19,7 12,8avg. number of apps used at least once a week 7,4 15 avg. number of paid apps 5 11,1 avg. number of brand-related apps 5,2 0 10 20 30 40 50 60 iOS AndroidiPhone users install the most apps. They also have the highest number of paid and brand-related apps. (source: “Social media around the world”, Insites Consulting, 2012) 18
  19. 19. 1. Our Mobile WorldSmartphone usage in Belgium: DIYAt http://www.thinkwithgoogle.com/mobileplanet/ you can find al kinds of informationon mobile consumers in Belgium. 19
  20. 20. 2. Mobile Commerce 20
  21. 21. 2. Mobile CommerceHow consumers buy onlineConsumers take a multi-device path to purchase(source: “The new multi-screen world”, Google, 2012) 21
  22. 22. 2. Mobile CommerceSmartphones vs. commerceiOS device owners are the most active mobile commerce users(source: “The State of Mobile Technology Adoption”, Forrester, 2012) 22
  23. 23. October 5, 2012Shop Amsterdam’s ‘9 Straatjes’ with PayPal mobileUsing the app, people can shop 24/7. After scanning the QR-code, users select the productfrom the mobile website 9straatjesonline.com and pay with PayPal mobile. 23
  24. 24. June 6, 2012Facebook launches simple mobile paymentsFacebook launched simple, 2-step carrier billing to make it easier for users to pay for in-app purchases. For Belgium, KPN, Mobistar, Proximus and Telenet are supported. 24
  25. 25. August 1, 2012Google Wallet expandsGoogle released a cloud-based version of its Google Wallet app that now supports creditand debit cards from Visa, MasterCard, American Express, and Discover. 25
  26. 26. 2. Mobile CommerceRise of the European Square clones: iZettle, Payleven, …Solutions like iZettle and Payleven allow merchants to accept mobile payments using asmartphone or tablet reader add-on. 26
  27. 27. June 11, 2012Apple dips its toe with Passbook appThe iOS6 Apple Passbook app allows users to keep a digital wallet holding loyalty cards,coupons, vouchers, tickets, … but no payment cards (yet?) 27
  28. 28. June 11, 2012Apple dips its toe with Passbook appNearly every ticketing app that has implemented Passbook since Apple released iOS6, hasgotten a boost in its placement on Apple’s charts. 28
  29. 29. November 7, 2012Apple dips its toe with Passbook appIn its first 50 days, Kinepolis theatres sold over 50.000 tickets redeemed via Passbook inBelgium, France and Spain. 29
  30. 30. 3. On Tablets and Phones 30
  31. 31. 31
  32. 32. September 12, 2012Apple launches iPhone 5The new iPhone 5 comes with a larger, 16x9 display that runs at 113 x 640px and shows 5rows of icons. It also has a smaller ‘lightning’ connector and uses the nano-sim format. 32
  33. 33. 3. On Tablets and Phones… with 4G (LTE) support click next for video 33
  34. 34. September 12, 2012iOS6: taking on the GoogleBesides of not supporting NFC, Apple worked on improved search via Siri, a betterFacebook integration and left Google maps for its own maps app. 34
  35. 35. September 12, 2012When the plan backfires…A study conducted by Strategy Analytics found only 75% of Western European users werelikely to purchase another Apple handset, down from 88% in 2011. 35
  36. 36. October 23, 2012The iPad miniAlthough the iPad mini was priced rather high, it could have a huge impact on tabletusage in education, retail, small businesses, … 36
  37. 37. 37
  38. 38. October 25, 2012Microsoft SurfaceMicrosoft created its own hardware for the Surface, which comes in 2 flavors: a consumerversion running on WindowsRT and a professional version running on Windows8. 38
  39. 39. October 9, 2012Microsoft’s shift 39
  40. 40. October 26, 2012Windows 8 to the rescueWith Windows 8, Microsoft created a true integrated platform offering a consistentexperience on different devices. 40
  41. 41. 41
  42. 42. June 27, 2012Meet the Nexus familyWith its solid, low-cost range of mobile devices, Google mostly aims at getting morepeople onto the mobile Internet wave and in to the Android experience. 42
  43. 43. 43
  44. 44. September 6, 2012Amazon’s digital ecosystemJust like Microsoft, Amazon decided to take control over the hardware in order to controlthe ecosystem of services it offers. 44
  45. 45. September 6, 2012Amazon’s digital ecosystem Amazon core app store availabilityAmazon’s lack of global content offerings is getting to be a very serious issue. 45
  46. 46. September 6, 2012Apple’s digital ecosystem Apple core app store availabilityAmazon’s lack of global content offerings is getting to be a very serious issue. 46
  47. 47. 3. On Tablets and PhonesPutting things in perspective 47
  48. 48. October 26, 2012Disruption is coming? The $20 tabletWith its 911 million cell phones, the mobile tablet market opportunity in India is huge.The Aakash 2 is a 7” Android tablet costing only $20 (subsidized) or $45 (retail). 48
  49. 49. 4. Mobile Inspiration 49
  50. 50. May, 2012Johnson & Johnson band-aid Magic VisionThe augmented reality app won the Cannes Gold Lion award in the new mobile category 50
  51. 51. August 24, 2012Moleskine EvernoteDespite Evernote’s efforts to move people to go paperless, Moleskine’s journals are still abooming business. Still, 60% of Moleskine owners also use digital notes. 51
  52. 52. 5. Key Take-Aways 52
  53. 53. 5. Key Take-AwaysKey Take-Aways1 2 3 People are navigating Apple, Microsoft, Google between multiple and Amazon are fighting devices to interact with a over the mobile and tablet brand. They use these space. The common devices interchangeably strategy: take control over for different tasks, in Mobile payment is still hardware, provide different contexts, … We going all directions with cross-device experien- can no longer assume that initiatives focusing on ce and a focus on apps. smartphones are only used credit cards in the cloud, on-the-go. NFC, carrier billing, … With the launch of Passbook, Apple –for now- only tries to tackle the ticketing, couponing and loyalty card side of mobile wallets. 53
  54. 54. Thank you for listening.Now let’s talk.Geert De LaetTechnology evangelistgdelaet@luon.comTwitter: @geertdelaethttp://www.luon.com 54

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