M-Commerce 2010

M-Commerce anno 2010
Simon Kibsgård, business consultant at Creuna
withexpertknowledge of mobile business

ABOUT CREUNA
DIGITAL AGENCY. LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY

SELECTED CLIENTS

Agenda
Mobile and m-commerce in numbers + forecasts
Who are the clients?
Why is m-commerce accelerating now?
Where is Denmark in this?
What areas are “low hanging fruit” for m-commerce implementations?

Worldwide
Worldwide mobile phone 286.1 million units in Q2 2009 (6.1 % decrease)
Worldwide smartphone40 million units in Q2 2009(27 % increase)
Android from Google will increase by 900% in 2009
iPhone will grow by 79% in 2009
5
Gartner, August 2009 & Strategy Analytics, May 2009

Percentage of mobile users consuming mobile media (advanced usage) is gaining 17 % ayear (UK)
Kilde:
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997

Revenuemix in mobile web
7
http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf

Global revenue in mobile web (except data) 2008
Estimated 37 billion USD revenueon mobile internet (data excluded) in 2008
76 % beingpayment for accesson digital content (music, games, video, ring tones etc.)
5 % on advertising
Only 19 % ongoods not consumedon mobile (eg. a pair of shoesor a new mobile phone)
http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf page 82

When is mobile web accessed (hour of day) (NO)
9
Source: http://gallup-tns.no
Operator
WLAN
Total

Demographics: mobile Services (UK)
Higher on chart = more female
Further to right = older
Size of bubbles = # of users
Source:
Product: MobiLens

Younger and less feminine(UK)
Social media and news are moving mobile to mainstream
Source:
Product: MobiLens + Media Metrix

Forecast: Mobile penetration in Europa
Source: Jupiter Research European Mobile Forecast, 7/08 (Western Europe)
© 2008 Jupiter Research, LLC

Market is driven by...
Legislation?
Innovative services?
Technology / platforms?
(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!)

The introduction of a game changer
iTunes, app stores and smartphones
Distribution of mobile content just got a super mall
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
App Store as Gatekeeper / revenue share model / security enforcement
Java capable platforms are still the largest business, but app stores are introducing an intuitive and user oriented distribution channel

What’s up with those iPhone users?
http://www.morganstanley.com/institutional/techresearch/pdfs/2SETUP_12142009_RI.pdf: side 43

Gartner says…
http://www.gartner.com/it/page.jsp?id=1282413

Mobile payment in Denmark at present
© Creuna
17
Busses, Gyldendalog parking
SMS tickets
WAP-billing books(1-click payment)
Premium SMSesare everywhere!

Last weekDanes had collected 15 Mil DKK for Haitianvictims. 9 Mil collected via Premium SMS
…. And no more SMS cases for now!

NFC: The paymentMethodthatkeepsuswaiting
19
In Japan since 2004. In Europe from 2012?

Mobile Payment with some severe challenges
Zong

A brand new business model
M-Pesaog micro financing
Micro financing
Private money transfers
Banking

A new sales channel for traditionalproducts
Find local resources
Document the accident
Submit claim
…and it’s a flashlight!
22
Nationwide Mutual Insurance: Application as a differentiator

New Sales channel by application
23
Arla mobile cookbook

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

Advertising
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

So, Mobile is just internet on a smaller screen!!?

Julekalender
27
A creuniancreativeconceptonviraladscollectingleads for sale

Coupons
75 % of smartphoneusers are positive towards receiving mobile coupons for offline buys
A coupon can be intertainment 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

Conclusion
The mobile device is not a tiny desktop computer (!)
Services and payment methods are to be tailored for context and mobile device capabilities
Mobile is personal (id), media for entertainment and services, billing applicable and always on and online
Infrastructure is not driven fast enough by banks and operators
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

Thankyou!
M-Commerce anno 2010
SIMON KIBSGÅRD
Business consultantwithexpertknowledge of mobile businessM: (+45) 22 49 83 41
simon.kibsgaard@creuna.dk

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M-Commerce 2010

by Simon Kibsgård on Jan 26, 2010

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M-Commerce 2010 — Presentation Transcript