In oneweekDanes had collected 15 Mil DKK for Haitianvictims. 9 Mil (60%) collected via Premium SMS(http://politiken.dk/udland/article881436.ece)Danish: Da SMS-biletter blev introduceret i hovedstadsområdet for 23. januar 2009 blev de første 10.000 sms-biletter solgt i løbet af 12 dage. I dag sælger de 7.000 sms-biletter om dagen og har faktisk øget kundegruppen med 10 %(http://www.business.dk/tech-mobil/sms-billet-skaffer-flere-s-togspassagerer)Fast ”motivation -> action” Grand problem withpremiumSMSes: Telcostakealmosthalf of revenue.
Barclays rolling out NFC chip creditcards
The major Danish telcos are running tv commercials telling users about access to internet services like Facebook and Twitter instead of talking about like features like camera, walkman etc. Mobile internet is the feature selling!
Source: ComScore CES Presentation Jan 2010
Salesaccording to IDChttp://www.idc.com/getdoc.jsp?sessionId=&containerId=prUS22333410&sessionId=50A936B597AC135AE497422850FC02E1According to Canalysit’s more likely +67%http://www.mobil.nu/nyheder/Avancerede-smartphones-hitter-1.351055.html
Source: ComScore CES Presentation Jan 2010Every third mobile user is a “Mobile Media User” (browser, download og/eller apps)
Source: FDIM Mobiludgiverlisten
Mary Meekermanaging director at Morgan Stanleyhttp://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/…And mobile internet userswillbe more than desktop users in 2014.
Santiago, capitol ofChile
Just geotag your content to become part of the AR world of Layar
A great way to sell segmented, time-limited and location-based to your prime audience
Approximately 10 to 20 times higher than traditional coupon campaigns
OfflineOnlineSending packages with barcodes (, sms short codes) and URL’sOffline ads, call to actionPush your mobile site on digital ads and when your user provide personal info.
Don’t adapt to platforms - Adapt to Behavior OEM share EU-5last year Unique visitors at arla.dk/mobillast week
From 1Q09 to 1Q10 smartphone sales are up +56,7%
Apps or web? – a classic APPS iPhone, Android, Nokia and/or WinMo 7 – All different code You are there on the home screen (along with all the other icons) Access to most phone features, restricted by framework rules App Store CAN be a great distribution channel MOBILE WEB It’s what you already do Please don’t go buy another website, use your own! Tracking, login, user data, products, billing, payments are all there.
Mary Meeker’s What and How To Mobile Commerce (freely interpreted) location-based services time-based offers mobile coupons push notifications Easy-to-Use/SecurePayment Systems Small Price Tags Walled Gardens Established Store Fronts Personalization
Offline to online – call to action! Send ”Yes” to 1220 Scan/sms the same code and getdifferentthingseveryday Scan the screen and get the information Scan to get info, updates, to report Scan pairedwith time Scan pairedwith locations
Advertising and Time based offers More than 1/3 of mobile users reacted on a mobile ad: Meaning they sought more information, signed up or received a coupon At Kansas they received 50 % - 80 % response within one hour on SMS offers! But is mobile more engaging? More than TV? More than a poster at a bus stop? More than a desktop computer? The whole viral deal: Mobile is much easier shared …And then there is proximity and AR advertisements http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf
Not just internet on a smaller screen:Compareplaces, prices and opinions on spot
New Sales channel by application 25 Walled garden: Arla mobile cookbook
Add services to your product A heavy walled garden: Q8 Denmark and driving economy
Dinner inspiration at hand 27 Cross media service: DSB S-Tog turn inspiration into service into buying
Mobile Coupons: ScreenTicket would SellYourMother 60 % saw the coupon send to their mobile phone 28 % of send coupons where redeemed Clear communication: It looks like a coupon – it is a coupon! Awesome tracking opportunities
More on Mobile Coupons 75 % of smartphone users are positive towards receiving mobile coupons for offline buys A coupon can be entertainment in itself A coupon can be something you make yourself (collect bits, by submitting content to web 2.0’ish campaign, by collecting friends in Facebook app etc.) http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf
Identification: Skarp and 3f Mobile phones can be tracked down to its phone number Will work most of the time, but not on WiFi Will provide pretty unique identification Use with care Use for customer convenience
Identification and intelligence Using mobile phone number for one-time logins Great when your users often forget their password Or if you want to get to know your customers better! And then there’s Google and Facebook logins
Webshops as Navigators Mobile payment can be a hassle Good user interface is a challenge From price runners to mobile shops sending leads to non-mobile shops
BankSMS: Old school AND/or game changer? A new payment service by PBS Assigned to your bank account Immediate clearance checks Immediate transactions Keep track of account balance No need for premium SMS! Telcos are to find their place in the value chain – only for campaigns? Still we have faith in “uncle Danny”
Mobile Banking Will make Mpayment Mainstream Instant control of money flows Can I really afford this jacket? Banks are looking to see what they should do Hypes are on apps (for iPhone, Android, Nokia and/or WinMo 7?) Experience comes from web Switching login to NemId
your business: Your services for the mobile context Where are consumers thinking about your brand or products? – Greet them there! When are your customers available for 5 minutes of interaction: Eating breakfast, riding the bus, in front of the telly, before going to bed. There’s that stuff they buy over and over again – make that part easy! Track and trace packages Then track your customers as well
your business: Finding, maintaining, retaining Help people find your mobile site Offline online in ad material Web mobile Same URL, same experience On your site, make people stay Cater for dropped internet connections Avoid data entry where possible Reassure users about transaction security Make people come back SMSes: “how was delivery”? “care for free delivery?” Offlineonline content on packaging Mobile friendly newsletters
Convergence Media To communicate in converging media means to meet the audience in different contexts with a service, message or story that is fitted this context. It’s not just fitting into small screens, it’s rethinking for these new opportunities to engage. According to ComScore 43% of people watching online commercial video have stopped a video to visit the brand website. That’s because they can!
Focus Identify the core services to your mobile users and make them easy to access
Presentation for FDIH seminar “online and mobile payments” Thankyou! SIMON KIBSGÅRD Business consultantwithexpertknowledge of mobile businessM: (+45) 22 49 83 41 firstname.lastname@example.org