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12.07.2012 T13 Mobile Strategy, Jens Barczewski, nurago
 

12.07.2012 T13 Mobile Strategy, Jens Barczewski, nurago

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    12.07.2012 T13 Mobile Strategy, Jens Barczewski, nurago 12.07.2012 T13 Mobile Strategy, Jens Barczewski, nurago Presentation Transcript

    • Moving mobile The Measurement of Smartphones Jens Barczewski, Managing Director Client Services Germany, nuragoIn Cooperation with GfK Panel Services, Advanced Business Solutions (ABS) Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • 198719881989 Harri Holkeri, then prime minister of Finland, makes the worlds first GSM1990 call on July 1, 1991, from a car phone1991 in Helsinki.1992 [http://read.bi/lRdSHm]199320132014 over 7.1b connected mobile devices,2015 including machine-to-machine (M2M)2016 modules, approximately equal to the world population (7.2b).2217 [CISCO Visual Networking Index: Global Mobile2018 Data Traffic Forecast Update, 2010-2015 –2019 http://bit.ly/jtZSsP 110207] Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • There is no mobile Web. part of this illustration via slideshare, http://cdn.slidesharecdn.com/pragmatic-responsive-There is only The Web,which we view indifferent ways. design-110912113912-phpapp01There is also no Desktop Web…or Tablet Web. Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • Online PlanningShare of total duration Smartphone Usage 12%Mobile vs. Desktop Data 43%among Smartphone User in % of all Online Usagein the MEP % 57% 88% Duration Desktop Usage Duration Smartphone Usage Desktop Usage Smartphone UsageBase: Mobile app or URL user 03/2012 N=266 Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • Mobile usage takes a bite of the media cake. http://bit.ly/zDIo0I Dassis Dreamworld Innovation – Insights – InteractionTotal mobile market UK: Jens Barczewski nurago GmbH£203.2m in 2011 up from £83m in 2010
    • Crossmedia Usage 06.11.2011 20:15 – 23:05 23:05 – 0:55 Peter watches on Peter watches on TV  Peter: Misses TV advertising as he is focused on conspiracy theory! Peter Starts Searching Armin Mueller Stahl Fischerring MOBILE Camerlengo Illuminati Davinci Code The International Amt für liturgische Feiern des Papstes Sakrileg …. Konklave Akklamation The Tournament Wahlverfahren Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • Crossmedia Usage Ø min. per user/ 1525,9 81,5 11,1 150,0 9,6 10,6 month  Games like Angry Share % Birds are most likely to be played while 65% 84% 77% 85% watching TV. 86% 89%  Wikipedia mobile usage seems to be 35% 23% triggered by TV. 14% 11% 16% 15% Mobile Angry birds Amazon Facebook Wikipedia Youtube Mobile usage onlyBase: Mobile app or URL usage total mobile usage mobile usage mobile usage mobile usage mobile usageuser 03/2012 N=176 Parallel usage TV/Mobile Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • The mobile ecosystem is fragmented.Mobile Devices become theremote control of our lifes. Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • Complexity of mediafragmentation and mobileneeds a new type ofmultidimensionalresearch. Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • Measuring MobileInternet UsageApplications start/terminate, foreground/background, install/uninstallInternet URLs visitedDevice and System device switch on/off, idle screen visible/invisible, change ringtoneVoice calls initiated/received, durationSMS, MMS, E-Mail sent/receivedNetwork, Bluetooth,W-LAN connection status, signal strengthOffline media song/video start/stop, picture/video takenPersonal Information Manager add/modify/delete contact/appointment/to-doMemory available storage, change memory cardBattery power level, charging statusKeys key press, key lock Q3/ 2012 Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • Digital Audience Tracking – www.wired.com/.../epicenter/2011/01/nytimes.jpgcreating value from data GfK’s ambition is to become a leading supplier of digital consumer intelligence. To this end, GfK’s digital audience tracking services provide robust and mobilemarketingwatch.com independent audience measurement currencies across TV, digital print, online and mobile media. Clients use these services to measure the size and profile of audiences across platforms. Optimising the planning and buying of commercial inventory to improve the efficiency, effectiveness and return on investment of brand communication across all digital media. Innovation – Insights – Interaction Jens Barczewski nurago GmbH
    • Thank you!Innovation – Insights – InteractionJens Barczewski nurago GmbH