GfK Retail and Technology   Network Intelligence Solution       2011                                                      ...
GfK Retail and Technology   Network Intelligence Solution                                       2011The Smartphone revolut...
GfK Retail and Technology       Network Intelligence Solution                                                             ...
GfK Retail and Technology        Network Intelligence Solution                                                            ...
GfK Retail and Technology   Network Intelligence Solution                          2011 Mobile Internet has become a reali...
GfK Retail and Technology      Network Intelligence Solution    2011                                                      ...
GfK Retail and Technology      Network Intelligence Solution                                             2011The Network I...
GfK Retail and Technology      Network Intelligence Solution                                                              ...
GfK Retail and Technology    Network Intelligence Solution                                            2011 Available Repor...
GfK Retail and Technology        Network Intelligence Solution                                                   2011Enric...
GfK Retail and Technology      Network Intelligence Solution                                                2011A three fo...
GfK Retail and Technology        Network Intelligence Solution                              2011Understanding the transact...
GfK Retail and Technology   Network Intelligence Solution   2011                                                          ...
GfK Retail and Technology        GfK Retail and Technology                                                                ...
GfK Retail and Technology          Network Intelligence Solution                                                          ...
GfK Retail and Technology                                                                                    Network Intel...
GfK Retail and Technology         Network Intelligence Solution                          2011Traffic by type of mobile pho...
GfK Retail and Technology        Network Intelligence Solution                                                          20...
GfK Retail and Technology          Network Intelligence Solution                                                       201...
GfK Retail and Technology          Network Intelligence Solution                                                       201...
GfK Retail and Technology          Network Intelligence Solution                                                       201...
GfK Retail and Technology        Network Intelligence Solution                                                         201...
GfK Retail and Technology   Network Intelligence Solution                 2011Search words queriesFocus on brands and prod...
GfK Retail and Technology   Network Intelligence Solution   2011                                                          ...
GfK Retail and Technology   Network Intelligence Solution                      2011Conclusion                             ...
GfK Retail and Technology   Network Intelligence Solution   2011                                                          ...
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Mobile Convention Amsterdam - GfK - Jaqcues Combet

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Presentation of GfK (Jaqcues Combet) during Mobile Convention Amsterdam.

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Mobile Convention Amsterdam - GfK - Jaqcues Combet

  1. 1. GfK Retail and Technology Network Intelligence Solution 2011 1 A truly Mobile world A focus on mobile InternetJacques CombetGfK NIS
  2. 2. GfK Retail and Technology Network Intelligence Solution 2011The Smartphone revolution accelerates in 2010 2 120,0 100,0 80,0 60,0 108,2 40,0 20,0 37,2 15,0 6,5 9,7 0,0 2,0 3,9 2004 2005 2006 2007 2008 2009 2010 SMARTPHONESGfK Global sales in millions
  3. 3. GfK Retail and Technology Network Intelligence Solution 2011Smartphone sales across the globe 3 <Grand Total> 18.7 Denmark 56.2 Hong Kong 53.9 South Korea 52.2 Sweden 52.1 Norway 48.0 Macau 46.8 Australia 45.4 Netherlands 42.1 Great Britain 41.3 Austria 41.0 Singapore 40.8 Switzerland 38.7 Germany 37.6 Malaysia 37.1 Finland 33.9 France 33.2 Saudi Arabia 31.7 Japan 28.8 Ireland 27.9 United Arab Emirates 27.5 % of sales that are smartphones in Q2 10
  4. 4. GfK Retail and Technology Network Intelligence Solution 2011Surging sales of tablets 4 Sales Ths. Units - D+F+UK+I+E Sales Ths. Units 600 500 400 300 200 100 0 May 2010 June 2010 July 2010 August 2010 September October 2010 November December 2010 2010 2010
  5. 5. GfK Retail and Technology Network Intelligence Solution 2011 Mobile Internet has become a reality 5 • Smartphones, 3G data keys and tablets are rapidly boosting mobile internet usage among a much wider audience • The Mobile Media enables a unique relationship between the Brands and the consumer  The Telecom industry, the Media industry and the Brands need reliable measurements on  mobile internet traffic  advertising exposure
  6. 6. GfK Retail and Technology Network Intelligence Solution 2011 6 Monitoring mobile Internet The Network Intelligence Solution
  7. 7. GfK Retail and Technology Network Intelligence Solution 2011The Network Intelligence Solution architecture 7 Mobile subscribers Mobile Multimedia infrastructure Services & Applications NIS probe DPI process On the fly anonymisation Mobile Mobile Internet network Census data portal collection Transfer of irreversibly anonymised data GfK on-line Data Clients Adhoc portal processing reports centre
  8. 8. GfK Retail and Technology Network Intelligence Solution 2011 A gigantic data traffic: data reduction process 8 Raw data Reports available for available 7 months indefinitely (TBC) Reports Processing StarTrack NIS Probe NIS Buffer Server Engine Database Data Metadata Simple Complex Report extraction filtering filtering generationGn traffic Extracted Transferred Stored Reports copy data data data and data 5-7 TB 30-70 GB ~10GB ~5 GB Few kB daily daily daily daily per report(1 Gbps)
  9. 9. GfK Retail and Technology Network Intelligence Solution 2011 Available Reporting Dimensions NIS 9 Search Protocols Online Advertisement Device Applications User Activity E-Commerce Basket Web Browsing Communications All Devices (type, features, brand & model) Location (roaming, geo-location) Socio- Demographics* Time (down to quarter of hour) Subscription** If opt-in
  10. 10. GfK Retail and Technology Network Intelligence Solution 2011Enrichment with Supplementary Data 10 Extraction Anonymisation Processing Enrichment Reporting Sales Socio- • User age, gender, subscription type, etc., demographics • Collected from operator CRM or consumer panel... Device models • >60 mobile handset software and hardware features and features • Cover all mobile handset models sold during the last 10 years Geographic • Geographic reports on cities, districts, regions... reports • Roaming reports on travelling subscribers Web site • >90% of web sites coded into 20 main industries and 100 sub-industries categories • Single global codebook, local market experts to validate coding Device sales • Link usage to sales volume/trends of devices down to model level
  11. 11. GfK Retail and Technology Network Intelligence Solution 2011A three fold business proposition 11Added value Market A global currency to monetize the mobile internet space Intelligence Clustering A clustering system, cornerstone of targetted services service Business Internal KPI’s for optimisation of current businesses Intelligence Maturity
  12. 12. GfK Retail and Technology Network Intelligence Solution 2011Understanding the transactional processThe « awareness-engagement-conversion itinerary » 12 The mobile subscriber is the user WebsiteVisits Advertising & Product e-commerce (Displayed and Application search portal clicked) usage Impression and Queries on search Reach Basket interaction engines Product Intention to Awareness Image information Buy Purchase GfK Network Intelligence Solution Panels
  13. 13. GfK Retail and Technology Network Intelligence Solution 2011 13 …some real data
  14. 14. GfK Retail and Technology GfK Retail and Technology Network Intelligence Solution 2011Number of Unique Visitors per Product Group 14 Time (hour of the day) 00-0101-0202-0303-0404-0505-0606-0707-0808-0909-1010-1111-1212-1313-1414-1515-1616-1717-18 18-1919-2020-2121-2222-2323-24 40.000 35.000 Mobilephones Smartphones 30.000 3G CardsNumber of Unique Visitors 25.000 20.000 36.972 36.638 35.151 34.436 34.273 33.054 32.016 15.000 30.899 30.928 30.264 29.085 28.984 28.025 25.670 21.902 21.600 10.000 18.767 19.737 19.620 17.980 18.056 17.238 16.508 16.556 15.990 16.011 15.590 15.138 14.382 13.946 13.190 11.690 11.708 5.000 10.622 9.546 9.182 7.980 7.235 6.561 5.700 5.422 4.907 4.039 3.885 2.384 2.274 2.280 2.336 2.328 2.263 2.281 2.341 2.213 2.255 2.227 2.147 2.169 2.085 1.910 1.980 1.543 1.616 1.480 1.471 1.361 0 815 910 525 596 435 393 432 © by GfK-RT, www.gfkrt.com RG1654226-Nr 2(2)
  15. 15. GfK Retail and Technology Network Intelligence Solution 2011Aggregation of 4 main magazine sites 15 Number of Visits 16 000 2009-12-23 14 077 2009-12-24 14 000 13 397 13 175 12 886 12 913 12 096 12 034 12 241 12 514 12 268 12 097 12 000 11 477 11 423 11 373 11 069 11 815 11 597 11 791 11 398 10 885 10 511 10 000 10 667 10 308 10 292 10 315 9 092 9 362 7 734 8 000 7 473 7 819 7 282 7 352 6 000 5 112 4 517 4 000 4 152 2 957 3 587 2 443 2 218 Holiday effect 2 000 1 806 2 492 2 200 1 357 1 458 1 399 1 055 0 Day Time
  16. 16. GfK Retail and Technology Network Intelligence Solution 2011 NIS is measuring the long tail 1612 % of all site visits 10 % Top 100 Domain groups represent ~ 60% of all site visits 8% A high need to categorize domains to see “the full browsing picture” 6% 11,3 9,4 4% 6 2% 3,4 2,7 0,05% 2 1,9 1,5 1,5 1,2 1,2 1 1 0,9 0,9 0,8 0,7 0,6 0,6 0,5 0,5 0,5 0,5 0,4 0,4 0,4 0,4 0,4 0,4 0,4 0,4 0,3 0,3 0,3 0,3 0,3 0,3 0,3 0,3 0,3 0,3 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,2 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 © by GfK-RT, www.gfkrt.com RG1650999-Top 100 Domains (based on page views)
  17. 17. GfK Retail and Technology Network Intelligence Solution 2011Traffic by type of mobile phone Number of seen pages % Weekday Weekend 17 100% 90% 18,4 15,9 Apple iPhones Samsung E250 80% 14,6 14,4 Samsung L700 70% 6,7 Nokia E63 6,9 60% 6,1 7 Nokia N95 6,7 50% 6,8 5,7 Nokia E71 5,6 2,4 40% 2,6 2,3 2,5 Nokia N97 2,3 1,9 30% Samsung D900i Nokia 6120 Classic 20% 37,1 34,1 Others 10% 0% Day Time 6-12 am 6-12 pm•© by GfK-RT, www.gfkrt.com
  18. 18. GfK Retail and Technology Network Intelligence Solution 2011iPhone traffic market shares 18 Number of Seen Pages % 30 26,8 26,3 25 22,6 21,6 22,4 21,6 20,6 21,9 19,7 20 20 21,5 20,6 18,3 17,4 17,6 15,9 17,7 17,9 17,6 15 16,5 12,9 13,8 11,8 10 10,9 ...showing iPhone users share of internet browsing (pages 5 viewed) 0 Day Time
  19. 19. GfK Retail and Technology Network Intelligence Solution 2011Monitoring of on-line mobile advertising exposure 19 Reach Impressions Clickthrough Rate 14.000 0,90% 0,80% 12.000 How many unique visitors are visiting the web site and can see my ad? 0,70% 10.000 0,60% 8.000 0,50% 6.000 0,40% 0,30% 4.000 0,20% 2.000 0,10% 0 0,00% facebook ebay cnn bwin myspace zynga travian aol blogspot
  20. 20. GfK Retail and Technology Network Intelligence Solution 2011Monitoring of on-line mobile advertising exposure 20 Reach Impressions Clickthrough Rate 14.000 0,90% 0,80% 12.000 How many times has my ad been 10.000 displayed for the people visited the 0,70% web site? 0,60% 8.000 0,50% 6.000 0,40% 0,30% 4.000 0,20% 2.000 0,10% 0 0,00% facebook ebay cnn bwin myspace zynga travian aol blogspot
  21. 21. GfK Retail and Technology Network Intelligence Solution 2011Monitoring of on-line mobile advertising exposure 21 Reach Impressions Clickthrough Rate 14.000 0,90% 0,80% 12.000 0,70% 10.000 How many times have my ad been 0,60% 8.000 clicked? 0,50% 6.000 0,40% 0,30% 4.000 0,20% 2.000 0,10% 0 0,00% facebook ebay cnn bwin myspace zynga travian aol blogspot
  22. 22. GfK Retail and Technology Network Intelligence Solution 2011Impression and click rate (%) 22 Impression Click rate Impression Click rate (%)3000 1,5 1,32500 1,12000 0,91500 0,7 0,51000 0,3 500 0,1 0 -0,1 13 15 17 19 21 23 1 3 5 7 9 11 13 15 17 19 21 23 1 Thursday Friday Saturday
  23. 23. GfK Retail and Technology Network Intelligence Solution 2011Search words queriesFocus on brands and product names 23 <Grand Total>facebook 432 Telecomfacebook login Iphone 81 431youtube iphone4g 57 79 Automotivegmail vodafonelive BMW 5 serie 41 56 3724 sata Samsung wawe 39 41 Audi Q7 23blocket Nokia n 34 39 Volvo XC60 Orange portal 31 34 24Vancouver 2010hotmail Ipad BMW x3 29 31 19blocket.se apple X3 27 29 13net.hr blackberry 26 26 Porsche second hand car 11 Smartphone iphone TT Audi 26 10 Ferrari 8 ....search from Google/MSN/Facebook/Youtube/Yahoo/eBay/Wikipedia
  24. 24. GfK Retail and Technology Network Intelligence Solution 2011 24 Summary
  25. 25. GfK Retail and Technology Network Intelligence Solution 2011Conclusion 25 The Network Intelligence Solution is a unique methodology to monitor the digital nomad journey, from mobile advertising exposure to actual purchase The GfK NIS is operational today on 3G networks The GfK NIS is compatible with the next 4G LTE networks The GfK NIS can be deployed on fixed internet hence enabling monitoring of the 4screens
  26. 26. GfK Retail and Technology Network Intelligence Solution 2011 26 Growth from Knowledge

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