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<br />OEM share EU-5last year<br />Unique visitors at arla.dk/mobillast week<br />
From 1Q09 to 1Q10 smartphone sales are up +56,7%<br />
Apps or web? – a classic<br />APPS<br />iPhone, Android, Nokia and/or WinMo 7 – All different code<br />You are there on the home screen (along with all the other icons)<br />Access to most phone features, restricted by framework rules<br />App Store CAN be a great distribution channel<br />MOBILE WEB<br />It’s what you already do<br />Please don’t go buy another website, use your own!<br />Tracking, login, user data, products, billing, payments are all there.<br />
Women stepping up and usage expanding<br />Source: <br />Product: MobiLens<br />Data: Three month average ending September 09 <br />Country: US -N= 32,811<br />
It’s Really all about Services<br />Source: <br />Product: MobiLens<br />Data: Three month average ending September 09 <br />Country: US -N= 32,811<br />
Mobile webshops arising in Denmark?<br />No, not really<br />Apparently, no one has products to offer to the social, always connected, money at hand, brand defining, product comparing crowd... <br />
Mary Meeker’s What and How To Mobile Commerce (freely interpreted)<br />location-based services<br />time-based offers<br />mobile coupons<br />push notifications<br />Easy-to-Use/SecurePayment Systems<br />Small Price Tags<br />Walled Gardens<br />Established Store Fronts<br />Personalization<br />
Offline to online – call to action!<br />Send ”Yes” to 1220<br />Scan/sms the same code and getdifferentthingseveryday<br />Scan the screen and get the information<br />Scan to get info, updates, to report<br />Scan pairedwith time<br />Scan pairedwith locations<br />
Advertising and Time based offers<br />More than 1/3 of mobile users reacted on a mobile ad: Meaning they sought more information, signed up or received a coupon<br />At Kansas they received 50 % - 80 % response within one hour on SMS offers!<br />But is mobile more engaging?<br />More than TV?<br />More than a poster at a bus stop?<br />More than a desktop computer?<br />The whole viral deal: Mobile is much easier shared<br />…And then there is proximity and AR advertisements<br />http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf<br />
Not just internet on a smaller screen:Compareplaces, prices and opinions on spot<br />
New Sales channel by application<br />25<br />Walled garden: Arla mobile cookbook <br />
Add services to your product<br />A heavy walled garden: Q8 Denmark and driving economy<br />
Dinner inspiration at hand<br />27<br />Cross media service: DSB S-Tog turn inspiration into service into buying<br />
Mobile Coupons: ScreenTicket would SellYourMother<br />60 % saw the coupon send to their mobile phone<br />28 % of send coupons where redeemed<br />Clear communication: It looks like a coupon – it is a coupon!<br />Awesome tracking opportunities<br />
More on Mobile Coupons<br />75 % of smartphone users are positive towards receiving mobile coupons for offline buys<br />A coupon can be entertainment in itself<br />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.)<br />http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf<br />
Identification: Skarp and 3f<br />Mobile phones can be tracked down to its phone number<br />Will work most of the time, but not on WiFi<br />Will provide pretty unique identification<br />Use with care<br />Use for customer convenience<br />
Identification and intelligence<br />Using mobile phone number for one-time logins<br />Great when your users often forget their password<br />Or if you want to get to know your customers better!<br />And then there’s Google and Facebook logins<br />
Webshops as Navigators<br />Mobile payment can be a hassle<br />Good user interface is a challenge<br />From price runners to mobile shops sending leads to non-mobile shops<br />
BankSMS: Old school AND/or game changer?<br />A new payment service by PBS<br />Assigned to your bank account<br />Immediate clearance checks<br />Immediate transactions<br />Keep track of account balance<br />No need for premium SMS!<br />Telcos are to find their place in the value chain – only for campaigns?<br />Still we have faith in “uncle Danny”<br />
Mobile Banking Will make Mpayment Mainstream<br />Instant control of money flows<br />Can I really afford this jacket?<br />Banks are looking to see what they should do<br />Hypes are on apps (for iPhone, Android, Nokia and/or WinMo 7?)<br />Experience comes from web<br />Switching login to NemId<br />
your business: Your services for the mobile context<br />Where are consumers thinking about your brand or products? – Greet them there!<br />When are your customers available for 5 minutes of interaction: Eating breakfast, riding the bus, in front of the telly, before going to bed.<br />There’s that stuff they buy over and over again – make that part easy!<br />Track and trace packages<br />Then track your customers as well<br />
your business: Finding, maintaining, retaining<br />Help people find your mobile site<br />Offline online in ad material<br />Web mobile<br />Same URL, same experience<br />On your site, make people stay<br />Cater for dropped internet connections<br />Avoid data entry where possible<br />Reassure users about transaction security<br />Make people come back<br />SMSes: “how was delivery”? “care for free delivery?”<br />Offlineonline content on packaging<br />Mobile friendly newsletters<br />
Convergence Media<br />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.<br />According to ComScore 43% of people watching online commercial video have stopped a video to visit the brand website. That’s because they can!<br />
Focus<br />Identify the core <br />services to your mobile <br />users and make them easy to access<br />
Presentation for FDIH seminar “online and mobile payments”<br />Thankyou!<br />SIMON KIBSGÅRD<br />Business consultantwithexpertknowledge of mobile businessM: (+45) 22 49 83 41<br />email@example.com<br />
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