Mobile Solutions: Challenging opportunities

Mobile Solutions Challengingopportunities
Simon Kibsgård, consultant at Creuna
Mobile business and development

NOTE For Slideshare users:
This is an edited version of the presentation held for Google Technology User Group meetup in Århus February 10th 2010
Numbers and user trends are moved to the back of the presentation, since this is material from my m-commerce presentation.

Agenda
Doing mobile business
Mobile business evolution: What’s hype and what’s business?
Different solutions and audiences means different platforms and technologies
Going technical
Learnings and toolbox
The future at present
The Numbers and the users
Mobile in numbers + forecasts
What users do?
What’s driving the market?

Hype AND/Or Business
Not everyone needs an iPhone App
At least not the ones without an iPhone
Still: The medium is the message (Marshall McLuhan)
A lot of people request context aware personal services
Mobile is personal (id), media for entertainment and services, billing applicable and always on and online
This means business (be it via apps, SMS, web etc.)

CONSIDER YOUR MOBILE COMMUNICATION MIX
Solution
Audience
Platform
Technology
Campaign
Dialogue
Application
Service
Shop
Everybody
The Young
The Professional
Women
Mobile
Desktop
Feed
True Multichannel
SMS
Application
Twitter / other social network
Widget
Mobile Web
Bluetooth
Augmented Reality
Barcodes
LBS

New Sales channel by application
6
Arla mobile cookbook: Thinking Applicational
Thinking Applicational
Web Application

A new sales channel for traditionalproducts
Find local resources
Document the accident
Submit claim
…and it’s a flashlight!
7
Nationwide Mutual Insurance: Application as a differentiator

Julekalender
8
A creuniancreativeconceptonviraladscollectingleads for sale

Coupons
75 % of smartphone users 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

Public service adapting to mobile

Århus KOMMUNEs BIBLIOtEkER
Searchmaterials
Check your reservations
renewyourbooks
Securelogin
Events info
Top 10
Werecommend
And much more…

a Friendly CMS
Desktop website
Java App
Mobile website
WinMo App
Symbian App
Android App
iPhone App
SMS dialog
Public place television

Technology: Mobile Web vs. mobile Apps
Do silent patches or launch with a blast!
Use HTML, JavaScript + server side code of your choice
Get access to GPS, send SMSes, send email + maybe do more later
Live data at hand
Adapt with detection and styling
Ask user to update
Use Objective-C, Symbian C++, Java, .Net – according to device platform
Get access to most depending on device sandbox settings
Synchronize or request live data
Design for device (mostly iPhone)
Mobile Web
Mobile App (in app store)

Technology: Still hassling with old Nokias
Acceptance: text/html or application/xml
Screens: size and renderings
CSS ignores
.Netviewstates and postback redirects
JavaScript support?
Tracking for web analytics
Detecting device and converting to device profiles

Mobile detect on a website
Detect the mobile device
Adaptstyle and contentreturned to mobile
One system to edityour desktop and mobile content
SameURL as always
Automaticupdatesfor future mobile devices

And still there are some great web apps
http://google.com/reader
http://mail.google.com

Technology: HTML 5
The next web standard
To reduce the need for plugins in web Rich Interface Application (such as Flash, Silverlight and JavaFX)
Introducing <video />, <audio />, <canvas /> and much more
Offline use and local storage

Technology: HTML 5
Recommendation from 2010, 11, 22?
Ready for some use
iPhone seems ready
Sadly Androids (1.6) still do a lot worse
Luckily, there is also Google Gears for Mobile

Now go check Widgetpad.com

Worldwide
Worldwide mobile phone 286.1 million units in Q2 2009 (6.1 % decrease)
Worldwide smartphone 40 million units in Q2 2009(27 % increase)
Android from Google will increase by 900% in 2009
iPhone will grow by 79% in 2009
22
Gartner, August 2009 & Strategy Analytics, May 2009

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

Revenuemix in mobile web
24
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)
26
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?

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

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

Thankyou!
Mobile Solutions: Challengingopportunities
SIMON KIBSGÅRD
Consultant, mobile business and developmentM: (+45) 22 49 83 41
simon.kibsgaard@creuna.dk

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Mobile Solutions: Challenging opportunities

by Simon Kibsgård on Feb 11, 2010

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