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

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

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

by Emakina on Dec 01, 2008

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