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Success through the mobile channel: Getting the formula right - CASE Europe Conference, 2011
 

Success through the mobile channel: Getting the formula right - CASE Europe Conference, 2011

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A brief presentation from the CASE Europe Annual Conference 2011. ...

A brief presentation from the CASE Europe Annual Conference 2011.
The presentation looks at what the mobile channel actually is, with some statistics surrounding smartphone usage in teenage demographics.
It is then followed by some cross sector showcase examples of mobile apps, followed up by a Dragons' Den style showcase of potential apps that would serve good value within the education sector.
The presentation finishes with an approach for getting started with the mobile channel.

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  • MSh
  • 2012 57% of professionals, primary device iPad
  • AR
  • http://farm1.static.flickr.com/85/235565627_9251324aac.jpg
  • Location based services
  • MNo
  • MSh
  • MSh

Success through the mobile channel: Getting the formula right - CASE Europe Conference, 2011 Success through the mobile channel: Getting the formula right - CASE Europe Conference, 2011 Presentation Transcript

  • Getting the Formula Right:
    Success through the mobile channel
    Nicholas Oliver, Creative Technology & Account Manager
    CASE Europe Annual Conference
    31 August 2011
  • early
    adopter
    #ceas2011
    @precedentcomms
    @nicoliver86
  • What is mobile?
    Showcase
    Dragons’ Den
    Getting started
  • What is mobile?
    Showcase
    Dragons’ Den
    Getting started
  • Motorola DynaTAC 8000X
    1973
    • phone
    • address book
    Length: 1’ 1”
    £2,440
    £11,800
  • Motorola DynaTAC 8000X
    BellSouth
    Simon
    1973
    1992
    • fax
    • pager
    • email
    Length: 9”
    £548
    £870
  • Motorola DynaTAC 8000X
    BellSouth
    Simon
    HTC-Android
    Desire
    1973
    1992
    2011
    • mp3
    • video
    • 3d games
    Length: >5”
    £250
  • Source: eConsultancy 2011
    6.9 billion
    1.6 billion
    1.2 billion
    1 billion
  • Source: eConsultancy 2011
    6.9 billion
    5.2 billion
    1.6 billion
    1.2 billion
    1 billion
  • Source: Portio Research, January 2011
    In 2001, 20 billion SMS messages were sent worldwide.
  • Source: Portio Research, January 2011
    In 2001, 20 billion SMS messages were sent worldwide.
    6.9
    In 2010, SMS sending increased to
    trillion
  • Source: National Literacy Trust
    85%
    73%
  • Source: Motorola June 2010
    1in10
    people have a phone that is kept secret from other family members.
  • Source: Telenav 2011
    Almost half of teen smartphone users claim to use it in the bathroom/toilet
  • Source: Telenav 2011
    1in3
    would be more willing to give up sex for a week than their mobile phone
  • who
    what
    is using
  • Global share of smartphone sales by OS
    Share of worldwide 2011 Q2 smartphone sales to end users by operating system.
    Source: Wikipedia, Gartner - http://en.wikipedia.org/wiki/Gartner
  • Global share of smartphone sales by OS
    Share of worldwide 2011 Q2 smartphone sales to end users by operating system.
    Source: Wikipedia, Gartner - http://en.wikipedia.org/wiki/Gartner
  • Source: Canalsys
    In fact,
    is growing
    886%
    YoY
  • Smartphone brand choice amongst users
  • Smartphone brand choice amongst teenagers
    Source: Ofcom omnibus research, March 2011
    Base: Total GB adults aged 16+ with a smartphone (n = 474).
    Total GB teens aged 12 – 15 with a smartphone (n = 243)
  • Smartphone brand choice ABC1 / C2DE
    Source: Ofcom omnibus research, March 2011
    Base: Total GB adults aged 16+ with a smartphone (n = 474).
    Total GB teens aged 12 – 15 with a smartphone (n = 243)
  • Source: Ofcom Omnibus Research March 2011
    41%
    of teen smartphone users are on a contract
  • Hype Cycle - 2011
  • QR
    codes
  • QR Code Hype Cycle Interpretation
  • Mobile only Internet growth prediction
    14 m
  • Mobile only Internet growth prediction
    788 m
    14 m
  • 57%
  • mobile
    website
  • mobile
    website
    • All phones with internet browser
    • Basic HTML/CSS
    • Requires signal/connection
  • web app
    mobile
  • mobile
    mobile
    web app
    website
    • All phones with internet browser
    • Basic HTML/CSS
    • Requires signal/connection
    • Modern smartphones
    • Device specific functionality
    • HTML5 locally cached data
  • mobile
    native app
  • mobile
    mobile
    mobile
    web app
    website
    native app
    • All phones with internet browser
    • Basic HTML/CSS
    • Requires signal/connection
    • Modern smartphones
    • Device specific functionality
    • HTML5 locally cached data
    • Custom app per device / OS
    • Full native hardware access
    • Superior UX & speed
  • What is mobile?
    Showcase
    Dragons’ Den
    Getting started
  • Link to BEP 360 review video
    http://www.youtube.com/watch?v=50p1HVdHQu8
  • Link to Nike+ TAG advert
    http://www.youtube.com/watch?v=nlwNvCEFL8A
  • What is mobile?
    Showcase
    Dragons’ Den
    Getting started
  • University
    of
  • What is mobile?
    Showcase
    Dragons’ Den
    Getting started
  • “If you don’t know me mobile by now, you will never nevernever know me mobile”
    Source: Simply Red, Manchester
  • “Put your best people on mobile”
    Eric Schmidt, ex-CEO Google
  • Thank you
    Questions?
    CASE Europe Annual Conference 2011
    Nicholas Oliver – Creative Technology & Account Manager
    @precedentcomms / @nicoliver86