Mobile 2.0 : an insight into the
future of mobile applications
Pascal Poty
Responsable du Pôle Veille technologique
Agence Wallonne des Télécommunications
www.awt.be

Mobile 2.0: Mobility + Ubiquity = Mobiquity
Mobile 2.0: what future for the
mobile industry ?
« Mobile is the most important new technology but
we have no idea what it is going to become »
Walter Mossberg (WSJ)

A new era of disruptions and opportunities
Devices Networks Ecosystem

New business models

Mobile is the first real European media
The 7 assets of mobile as a media
1. First « Personal Mass Media »
2. Always in consumer’s pocket
3. Always connected or connectible
4. Built-in payment system
5. Used as an « inspiration point » (image, video, blogging…)
6. More relevant than Web at the Web Analytics level
7. Part of a social context engaging the consumer
« Mobile is not the Widest Reaching Media, but the Most Intensely
Involving Media » (Tomi T. Ahonen)

Towards a « data-driven » mobile environment
« The mobile device becomes people’s primary interface to the
Internet and social Networks »
Rudy de Waele - Mobile Monday Amsterdam – Sept. 2008
« Kakasenai
Keitai » (*)
iPhone Facebook app. : 15 to 30% of the mobile audience
(*) indispensable mobile

But what is « Mobile 2.0 » exactly?
User centric Strategy
Everywhere
Near to Me Next to Me
Web business
Hybrid Mobile 1.5
Mobile 2.0
Ticketing,
access control,
m-payment,
m-marketing, « Everyone is in the Shop »
Bluecasting,
LBS
QR- Barcode,
image recognition…
Mobile Ecosytem

Mobile 2.0 brings a new creative power (1)
Case : advergaming for TOHATO (Japan)
• Objective: launch of two new snacks brand on the Japanese
markets (Habanero, Satan Jorquia)
• Each package contains a 2D barcode. You’re invited to join one
of the two armies representing each snack brand.
• Highly addictive: the more your recruit new « soldiers », the
more you get ahead in the military hierarchy (viral effect)
• TOHATO releases daily reports on the conflict evolution (who
died with honor, who was defeated disgracefully…)
• Today : 100.000 players fighting on 31 virtual battlefields
• Bridges with social networks (Mixi, Facebook…) where players
can share tips and strategies (best battle plans…)

Mobile 2.0 brings a new creative power (2)
Celio : 2D barcodes (France)

Mobile 2.0 brings a new creative power (3)
Mobile Recognition & Social Tagging:
Shazam, SnapTell, Tonchidot, DigIT…

Mobile 2.0 means a new array of services (1)
My mobile cares about my health:
Karada Manager – KDDI (Japan)
• « Smart Sports Run&Walk »
• 500.000 registrations in Nov. 08 – Service
launched in Jan. 08)
• Ubiquity access (mobile and web portal),
• Management of training data (jogging tracks
via GPS, calories consommées… ),
• Second source of development for KDDI after
music business
• Collaboration with Adidas (mershandising,
dedicated devices…).

Mobile 2.0 means a new array of services (2)
My mobile is a universal remote control:
« Mobile Regi » - NTT Data/Nissen (Japan)
• Supported by a wide range of Japanese banks
• Pay your paper bill by taking a picture of a 2D barcode with your
mobile
• Application connected to the mobile website of your bank where you
can complete the transaction
• Backstage : Java app. connected to a secured payment processing
system

Mobile 2.0 means a new array of services (3)
My mobile is my bank:
Mobile Banking (South Korea)
• 7,8 million users of mobile banking services
end 08 (+ 90% during last 12 months)
• 50 million of bank accounts managed through Internet
(to compare with 48 million inhabitants)
• 3,5 million mobile users
• Creation of a « virtual machine », downloadable app to secure
transactions on any available device

Mobile 2.0 means a new array of services (4)
My mobile as an eco-tamagotchi:
Watch your energy consumption – Agilwave (USA)
• Monitor your energy consumption in real-time
• Help you reduce your ecological footprint
• Multichannel approach (web and mobile)

Mobile 2.0 means a new array of services (5)
My mobile is a social platform:
CitySense (USA)
• Location-based social network at the local scale
• User-generated city-guide providing the best nightlife spots in
real time
• Social Tagging + location-based service = mobiquity

Mobile 2.0 means a new array of services (6)
My mobile is a 24/7 shop
Voyages-Sncf.mobi – SNCF (France)
• Launched in December 2007
• March 2008: 9000 visitors, 600 bookings and
80 mobile transactions per day
• Turnover x3 thanks to iPhone optimized
version
 40% of iPhone users pay online
 Conversion rate > 40% compared with other devices

Thank you!
Any question?
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