M-Commerce 2010

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Presentation in Danish on Mobile Commerce in Denmark in 2010. Trends, history and forecasts.

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  • See the Danish version and read some afterthoughts on mobile commerce here (in Danish) http://blog.creuna.dk/2010/01/21/mobile-commerce-i-danmark-anno-2010/
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  • Detteerprocentandelenafmobilbrugerei England deranvendermobilentilapplikationer, downloads ogmobil web surfing.
  • http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf
  • http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf side 82
  • Telecom providers will likely spark growth by bundling flat rate internet with voice service
  • http://www.morganstanley.com/institutional/tecresearch/pdfs/2SETUP_12142009_RI.pdf – slide 23
  • http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf: side 43
  • M-Commerce 2010

    1. 1. M-Commerce anno 2010<br />Simon Kibsgård, business consultant at Creuna<br />withexpertknowledge of mobile business<br />
    2. 2. ABOUT CREUNA<br />DIGITAL AGENCY. LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY<br />
    3. 3. SELECTED CLIENTS<br />
    4. 4. Agenda<br />Mobile and m-commerce in numbers + forecasts<br />Who are the clients?<br />Why is m-commerce accelerating now?<br />Where is Denmark in this?<br />What areas are “low hanging fruit” for m-commerce implementations?<br />
    5. 5. Worldwide <br />Worldwide mobile phone 286.1 million units in Q2 2009 (6.1 % decrease)<br />Worldwide smartphone40 million units in Q2 2009(27 % increase)<br />Android from Google will increase by 900% in 2009<br />iPhone will grow by 79% in 2009<br />5<br />Gartner, August 2009 & Strategy Analytics, May 2009<br />
    6. 6. Percentage of mobile users consuming mobile media (advanced usage) is gaining 17 % ayear (UK)<br />Kilde: <br />Product: MobiLens<br />Data: Three month average ending June 09 <br />Country: UK - N= 13,997<br />
    7. 7. Revenuemix in mobile web<br />7<br />http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf <br />
    8. 8. Global revenue in mobile web (except data) 2008<br />Estimated 37 billion USD revenueon mobile internet (data excluded) in 2008<br />76 % beingpayment for accesson digital content (music, games, video, ring tones etc.)<br />5 % on advertising<br />Only 19 % ongoods not consumedon mobile (eg. a pair of shoesor a new mobile phone)<br />http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf page 82<br />
    9. 9. When is mobile web accessed (hour of day) (NO)<br />9<br />Source: http://gallup-tns.no <br />Operator<br />WLAN<br />Total<br />
    10. 10. Demographics: mobile Services (UK)<br />Higher on chart = more female<br />Further to right = older<br />Size of bubbles = # of users<br />Source: <br />Product: MobiLens<br />Data: Three month average ending June 09 <br />Country: UK - N= 13,997<br />
    11. 11. Younger and less feminine(UK)<br />Social media and news are moving mobile to mainstream<br />Source: <br />Product: MobiLens + Media Metrix<br />Data: Three month average ending June 09 <br />Country: UK - N= 13,997<br />
    12. 12. Forecast: Mobile penetration in Europa<br />Source: Jupiter Research European Mobile Forecast, 7/08 (Western Europe)<br />© 2008 Jupiter Research, LLC<br />
    13. 13. Market is driven by...<br />Legislation?<br />Innovative services?<br />Technology / platforms?<br />(Of course, all three. Japan showed how the Fed handling of “Spectre” kickstarted the market for operators and then for service providers, by not charging billions for 3G licenses. Innovative services like Google Maps mobile, Latitude, FourSquare, Goggles, Facebook Mobile can create a need for mobile connectivity. In Japan Flash technology is available on all devices giving a common platform for applications across devices. In Europe it seems that Mobile Internet is the first real common ground – but what a great platform!)<br />
    14. 14. The introduction of a game changer<br />iTunes, app stores and smartphones<br />Distribution of mobile content just got a super mall<br />After little more than 2 years iPod Touch + iPhone reached 57 mil. users. i-mode in Japan didn’t reach half as many on a far more homogeneous market<br />App Store as Gatekeeper / revenue share model / security enforcement<br />Java capable platforms are still the largest business, but app stores are introducing an intuitive and user oriented distribution channel<br />
    15. 15. What’s up with those iPhone users?<br />http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf: side 43<br />
    16. 16. Gartner says…<br />http://www.gartner.com/it/page.jsp?id=1282413<br />
    17. 17. Mobile payment in Denmark at present<br />© Creuna<br />17<br />Busses, Gyldendalog parking<br />SMS tickets<br />WAP-billing books(1-click payment)<br />Premium SMSesare everywhere!<br />
    18. 18. Last weekDanes had collected 15 Mil DKK for Haitianvictims. 9 Mil collected via Premium SMS<br />…. And no more SMS cases for now!<br />
    19. 19. NFC: The paymentMethodthatkeepsuswaiting<br />19<br />In Japan since 2004. In Europe from 2012?<br />
    20. 20. Mobile Payment with some severe challenges<br />Zong<br />
    21. 21. A brand new business model<br />M-Pesaog micro financing<br />Micro financing<br />Private money transfers<br />Banking<br />
    22. 22. A new sales channel for traditionalproducts<br />Find local resources<br />Document the accident<br />Submit claim<br />…and it’s a flashlight!<br />22<br />Nationwide Mutual Insurance: Application as a differentiator<br />
    23. 23. New Sales channel by application<br />23<br />Arla mobile cookbook <br />
    24. 24. 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 />
    25. 25. Advertising<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 />
    26. 26. So, Mobile is just internet on a smaller screen!!?<br />
    27. 27. Julekalender<br />27<br />A creuniancreativeconceptonviraladscollectingleads for sale<br />
    28. 28. Coupons<br />75 % of smartphoneusers are positive towards receiving mobile coupons for offline buys<br />A coupon can be intertainment 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 />
    29. 29. Conclusion<br />The mobile device is not a tiny desktop computer (!)<br />Services and payment methods are to be tailored for context and mobile device capabilities<br />Mobile is personal (id), media for entertainment and services, billing applicable and always on and online<br />Infrastructure is not driven fast enough by banks and operators<br />All of the above is absorbed in the Apple iPhone App Store. Congratulations to Apple, now it’s up to rest of us to learn and act<br />
    30. 30. Thankyou!<br />M-Commerce anno 2010<br />SIMON KIBSGÅRD<br />Business consultantwithexpertknowledge of mobile businessM: (+45) 22 49 83 41<br />simon.kibsgaard@creuna.dk<br />

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