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Emakina Academy #12 : an insight into the future of mobile apps
 

Emakina Academy #12 : an insight into the future of mobile apps

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Discover the new mobile apps that will change the way we use our mobile phone. Presentation by Pascal Poty (AWT, Belgium)

Discover the new mobile apps that will change the way we use our mobile phone. Presentation by Pascal Poty (AWT, Belgium)

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    Emakina Academy #12 : an insight into the future of mobile apps Emakina Academy #12 : an insight into the future of mobile apps Presentation Transcript

    • 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? 17