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  • Wo sind wir heute? -> Publikum fragen
  • Focus on last statement of Gartner

Mobile today-tomorrow-201006-aberla Mobile today-tomorrow-201006-aberla Presentation Transcript

  • In the (near) future, there will be two kind of companies: The ones who are „mobile ready“ and the dead ones Joachim Hagger, Chief Technology Officer Netcetera
  • Mobile Technologien: Status Quo und Ausblick Marc Werlen Aberla - Mobile Marketing & Branding Seminar Seminarhotel Bocken 2010-06-08
      • Wemlin
      • Züri Schlaflos
      • Bilanz – 300 Reichsten
      • Schweizer Illustrierte Online
      • Beobachter
      • Kapo Bern
      • Jazoon
    Referenzen – Mobile Anwendungen
    • Image: Dilbert by Scott Adams
  • Let‘s Take a Look at the Gartner Hype Cycle Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Time Visibility
  • Where Are Mobile Apps and Mobile Content on the Hype Cycle? Time Visibility Today
      • iPhone : closed ecosystem, Apple devices only, strong market support, many apps, Objective-C
      • Android : very open platform, many different devices from different manufacturers with high hardware variability (screen sizes, keyboard/touch), Java
      • Symbian : Nokia‘s low and mid level platforms, C++/QT-, Java ME- or Web-based apps
      • MeeGo : successor of Nokia‘s Maemo, joint-venture of Nokia and Intel,for high-level platforms, joint-venture of Nokia and Intel, QT/C++, Java ME or Web-based apps
      • Blackberry : RIM, strong adoption in corporate environments, Java ME-based
      • Web OS : Palm‘s last attempt to be a niche player, everything based on Web technologies (HTML, CSS, Javascript) ended in Acquisition by HP
      • Windows Mobile : outdated OS for mobile devices, many different devices, many proprietary UI extensions, will be replaced by Windows Phone 7 Series in 2011, C/C++/C#/.NET
    • All of them have: different app markets, different UI paradigms, different push technologies, different capabilities
    • Typical hardware: 480x320 screen or better, QWERTY or numerical keyboard, and/or touch, GSM/UMTS/CDMA, WiFi, Bluetooth, microphone/speaker, GPS, compass, camera (still images or video), accelerator and proximity sensors
    Devices & Technology - Comparison of platforms
  • Trend Reading Devices
    • Today’s common “reading device” is printed paper
    • Runner ups
      • E-Ink technology (Amazon Kindle 2, Sony Reader, Nook etc.)
      • LCD/OLED technology
          • E-Readers
          • Tablets
          • Mobile Phone
    • Separation of E-Reader and mobile phones gets blurred
  • Market Shares I – Smartphone Sales Smartphone market grew 24% within one year Market leader is still Symbian Losers: Symbian (-5.5%), Windows and Linux (-3%) Winners: iPhone (+6.2%), Android (+3.5 %), RIM (+3.3%) Source: Gartner
  • Market Shares II – Mobile Internet Consumers
    • Recent research results from UK: People using mobile internet consume per week:
      • 6.3 hours using mobile internet
      • 4.6 hours reading newspapers
      • 3.9 hours reading magazine
    • In 15 European countries: Percentages using mobile internet:
      • 43% in the group of 16-24-year-olds
      • 25% in the group of 25-34-year-olds
    • Source: European Interactive Advertising Association
    • By 2013, mobile phones will overtake PCs as the most common Web access device worldwide
    • Source: Gartner
  • Market Shares III – News Consumers To a great extent, people’s experience of news, especially on the internet, is becoming a shared social experience as people swap links in emails, post news stories on their social networking site feeds, highlight news stories in their Tweets, and haggle over the meaning of events in discussion threads. For instance, more than 8 in 10 online news consumers get or share links in emails. Source: Gartner
  • Market Shares III – News Consumers Some 80% of American adults have cell phones today, and 37% of them go online from their phones . The impact of this new mobile technology on news gathering is unmistakable. One quarter (26%) of all Americans say they get some form of news via cell phone today –that amounts to 33% of cell phone owners. Source: Gartner
  • So Apple and Google are Small Fish?
    • True for the sold devices
    • Wrong when it comes to mobile Web traffic, app and content purchases, e-commerce turnover.
    • In the U.S., [...] when it comes to mobile Web traffic,  Apple and Android dominate  with 81 percent share.   Source: Gartner
  • Revenue Models
    • Buy an application (all inclusive)
    • Freemium : Free basic service or content, charging for advanced or special features or content
    • In-app purchase of content ((flat) subscription, per use, per download, per view/listen, per time unit)
    • Transaction fee
    • Partner fee / Sponsoring
    • Advertising : Google Ads integration, other ad agency, own ads
  • Challenges
    • Business models most often do not (yet) work:
      • Circulation too small
      • Competition is near and fast
      • Users are accustomed to free content or easily find free alternatives
      • Customer binding is hard to achieve
    • Rumble in the phone jungle
      • Still too many platforms
      • Technology base is changing fast
    10 % 1 Week 2 Week
  • Today‘s Hot Content
    • Connect to people and the environment
      • Social networking
      • Augmented reality
      • Face, image and audio recognition
        • Google Goggles
        • Kooaba
        • Shazaam
    • Content
      • Games
      • Mobile Media
      • Pornography
  • Intro – A Word from the Dinosaurs http:// www.youtube.com/v/fVMnmTFxAjA
  • Examples – Connecting Print and Online http://www.youtube.com/v/ LGwHQwgBzSI
  • Example – Interactive Magazines http://www.youtube.com/v/T0D4avXwMmM
  • Learnings for Mobile Apps
      • You need a mission statement to confine scope, set priorities, and identify added value
      • The context defines content and functionality.
      • Reduce to the max : mobile apps are used on the move, some for a very short time, others for longer, for a very specific task
      • Follow best practices regarding usability and user experience
      • Performance is everything
      • Prototype and test
      • Think in small steps , release early and often
      • „ Soignez les details“
      • Make use of technological strengths , avoid weaknesses
      • Do not forget (classical) marketing to promote your application
  • A Crystal Ball Look into the Future of Mobile Devices and Content Time Visibility In the future
  • Devices & Technology I / II
    • Better connectivity, faster downloads, cheaper data rates (including roaming)
    • More reliable and faster capabilities for
      • voice recognition
      • image recognition
    • New in devices:
      • RFID
      • Built-in beamer
      • Gesture recognition
      • Short-range peer-to-peer networking
  • Devices & Technology II / II
    • Mobile phone technology and platforms will penetrate into other form factors
      • Your car has an entertainment system based on a mobile platform (with internet access, GPS; phone capabilities)
      • Information kiosks
      • POS systems for promotion, ads, information, and reviews
    • Mobile phone will substitute more and more:
      • Mobile payment
      • Mobile ticketing/access
      • Personal identity bearer
      • Game console and entertainment system
    • Mobile Internet access will overtake stationary Internet access
  • Experimental
    • Skinput by Carnegie Mellon University and Microsoft
    Gesture recognition and motion capture by camera (Project Natal by Microsoft) Retina display (Photo: Brother) Flexible displays (Photo: Plastic Logic)
  • Functionality
    • Combination of various technologies, sensors, data sources gain momentum
    • Examples :
      • People can lookup information from a person by making a photograph of him / her
      • Phones build a mesh network to exchange information
      • During a casting show on TV you get some personal details about the candidate, including the clothes he/she wears and the heartbeat rate
      • The phone displays different content and behaves different depending on your location, habits, calendar content, time of day, surrounding environment
      • In the shopping mall you get background articles from the lifestyle magazine combined with quotes from social media, special offers, advertisement and such.
  • Content
    • The best way to prevent content copying:
        • Unique content
        • Live content
        • Recognized and trusted brand
        • Trustworthy selection
        • Reader feedback and social community
        • Be the primary source
    • Readers want to add their content (comments, images, videos, text, links etc.) and share with others.
  • Recommendations
      • Mobile first: The online future runs (also) on mobiles
      • Prepare your content for online and mobile at creation time:
        • Geo tagging
        • Multi-media citations
        • Rich (deep) linking to other online resources (own and foreign)
        • Have a concept for long-living URLs
      • Do not re-invent the wheel : content mash-ups are popular
      • If you cannot do it yourself, get help from front runners and specialists
      • Mobile internet is a two-way communication : Get in a dialog with your readers (and their community)
      • Take care of your brand: so it is recognized as trusted
      • Start now!
  • Any Questions?
  • Kontakt
    • Marc Werlen – Head Marketing
    • marc.werlen @ netcetera.ch
    • +41-44-247 70 70
    Netcetera, Zypressenstrasse 71, 8040 Zürich, http:// netcetera.ch