Case Study : Mobile Marketing in top 100 fashion companies.
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Results of a research on the use of smartphone as a tool of marketing by the top 100 italian fashion companies. The results show a general "not-use" of the new technology, with some top companies which are, at the time of the research, quite well integrated with the new medium and quite aware of its potentiality .
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Case Study : Mobile Marketing in top 100 fashion companies.
- 1. Mobile & Marketing Italian Fashion Industry Case Thursday, November 8, 12
- 2. Espansione Mobile / Internet Indicator Name Country 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Internet users % WORLD 0.25 0.45 0.78 1.33 2.05 3.15 4.64 6.74 8.06 10.57 12.25 14.08 15.78 17.55 20.67 23.50 26.42 30.16 Internet users % EUROPE 0.17 0.31 0.44 0.83 1.59 2.82 5.13 8.43 14.60 20.57 25.32 35.16 41.83 46.77 50.98 54.54 60.27 63.96 67.07 70.78 Internet users % ITALY 0.04 0.07 0.12 0.19 0.53 1.02 2.28 4.55 14.37 23.13 27.33 28.21 29.17 33.29 35.04 38.08 40.87 44.57 48.88 53.74 Mobile cellular subscripMons % WORLD 0.30 0.43 0.62 0.99 1.59 2.50 3.66 5.35 8.15 12.08 15.54 18.47 22.32 27.43 33.97 41.84 50.62 59.90 68.24 78.17 Mobile cellular subscripMons % EUROPE 0.90 1.20 1.80 2.93 4.61 7.27 11.64 19.93 34.29 54.05 65.27 71.37 78.38 86.47 96.27 105.42 115.51 121.31 122.39 123.96 Mobile cellular subscripMons % ITALY 1.00 1.38 2.12 3.93 6.89 11.28 20.63 36.04 53.27 74.13 89.59 94.26 98.11 107.70 121.87 136.11 150.94 150.84 146.10 149.63 0 50 100 150 200 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Internet users % WORLD Internet users % EUROPE Internet users % ITALY Mobile cellular subscriptions % WORLD Mobile cellular subscriptions % EUROPE Mobile cellular subscriptions % ITALY Personal elaboration on World Bank’s data. 1991 - 2010 Thursday, November 8, 12
- 3. 2011 2012 2013 2014 2015 2016 Free downloads Paid downloads TOTAL Free Download % 22,044 40,599 73,280 119,842 188,946 287,933 2.893 5.018 8,142 11,853 16,430 21,672 24,936 45,617 81,422 131,695 205,376 309,606 88.40% 89.00% 90.00% 91.00% 92.00% 93.00% 87% 89% 90% 92% 93% 2011 2012 2013 2014 2015 2016 Free App Download % Free Download % Source : Gartner data and estimation, Sept 2012 0 100,000 200,000 300,000 400,000 2011 2012 2013 2014 2015 2016 Downloads, units Free downloads Paid Downloads TOTAL App Download Forecast Thursday, November 8, 12
- 4. Android Symbian iOS Blackberry Others 0% 13% 25% 38% 50% Market Share by installed OS, % Market Share Q2 2012 Market Share Q1 2012 Quota di mercato per Sistema Operativo Installato Source : Tomi Ahonen Consulting Group, August 2012 Source : Garnet, Vendor Data Market Share Q2 2012 Market Share Q1 2012 Android 41% 32% Symbian 25% 30% iOS 19% 18% Blackberry 10% 11% Bada 2% 2% Windows Mobile 1% 1% Windows Phone 1% 2% Others 2% 3% Thursday, November 8, 12
- 5. Risultati 0% 15% 30% 45% 60% One App Two App Three app Apps, % 0% 2% 5% 7% 9% App Store Google Play Both 4% 1% 9% Presenza di App, % Source : Personal Research, Sept - Oct 2012 The results may be freely distributed Thursday, November 8, 12
- 6. Risultati, caratteristiche delle App 0% 33% 67% 100% iPhone / iPad % iPhone iPad Condivisione FB Condivisione TW Condivisione Email Catalogo News Game Good Places Geo-Localisation M-Commerce Wish LIst 0% 20.0% 40.0% 60.0% 80.0% 14% 14% 57% 24% 14% 79% 29% 36% 14% 36% Features, % Source : Personal Research, Sept - Oct 2012 The results may be freely distributed Thursday, November 8, 12
- 7. Austria Belgium Denmark Finland France Germany Ireland Italy Netherlands Norway Spain Sweden 0 8 16 24 32 40 12 8 10 10 9 11 9 11 6 13 8 10 31 19 29 26 21 29 25 31 17 29 20 26 Uso delle App - Europa, unità Currently on smartphone Used in last 30 days Source : Google data, www.ourmobileplanet.com, 2012 Uso delle App in Europa Thursday, November 8, 12
- 8. Conclusioni Share FB Share TW Share Email News Geo- Location 0% 20% 40% 60% 80% 57% 79% 36% 14% 36% Main Features + Twitter + Condivisione + News + Geo-Social NetworkSource : Personal Research, Sept - Oct 2012 The results may be freely distributed + Android Thursday, November 8, 12