Your SlideShare is downloading. ×
Emakina Academy #12 : The 2009 Mobile Scene
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Emakina Academy #12 : The 2009 Mobile Scene


Published on

Why mobile is the next big thing in interactive marketing + study on mobile readiness of 35 major Belgian companies. Presentation by Thomas De Vos (Emakina/Mobile)

Why mobile is the next big thing in interactive marketing + study on mobile readiness of 35 major Belgian companies. Presentation by Thomas De Vos (Emakina/Mobile)

Published in: Technology, Business

  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Mobile Marketing 28th November / Brussels / Flagey
  • 2. Introduction: The 2009 Mobile Scene Thomas De Vos New Media Expert The Reference / Emakina
  • 3. The 2009 Mobile Scene Welcome to the new digital ecosystem •  The media landscape is more fragmented than ever before •  Explosion of channels (web, blogs, RSS, instant messaging…) •  Boom of connected devices •  The consumer is now always-on, immersed in a digital pool growing every day •  Mobile is at the heart of this new thriving ecosystem
  • 4. The 2009 Mobile Scene Always connected •  The desktop is no longer the default access to the Internet •  The consumer expects your content to be available anywhere, anytime •  This need for information must be satisfied instantly •  And this same need induces a totally new surfing behaviour
  • 5. The 2009 Mobile Scene DESKTOP WEBSITE MOBILE WEBSITE Bed surfing Wake up / Lunch surfing TV surfing Bed surfing Traffic jam surfing
  • 6. The 2009 Mobile Scene Loyal audience •  According to our own reports, a growing number of users check mobile websites each day
  • 7. The 2009 Mobile Scene Loyal audience •  And they are coming back many times
  • 8. The 2009 Mobile Scene Hey, wait… •  Every year in January, Cassandra proudly says : « 200X will be the year of mobile » •  Why should I believe mobile Internet is really in the air this time? •  After all, remember the ill-fated WAP (« WAP is crap ») and other immature mobile technologies •  Well, let’s have a closer look at what’s going on today…
  • 9. The 2009 Mobile Scene We need 3 ingredients to make mobile a success Technology Cost Need It must work It must be It must be fast, stable affordable useful
  • 10. The 2009 Mobile Scene Quick evolution of devices •  Slow processors  fast processors •  Tiny screens  big screens •  10 days of battery life  … 1 day ;-) •  The user experience is getting better an better
  • 11. Praise the iPhone!
  • 12. The 2009 Mobile Scene iPhone drives the new mobile innovation •  The iPhone is a game changer – it brings user interface to the next level and heralds the future of mobile industry •  Number of searches on Google from iPhones surpassed those from all other phones at Christmas 2007 •  German iPhone users consume 30 times more data •  Google sees 50 times the number of searches using the iPhone than any other mobile device Source: mindshare 2008
  • 13. The 2009 Mobile Scene
  • 14. The 2009 Mobile Scene iPhone sales are going strong •  10 million iPhones will be sold this year •  The iPhone has been released in 51 countries •  6.9 million in Q4 alone •  5.500 available iPhone applications which were sold 200 million times till 22 october 2008 •  Everybody wants to create an iPhone killer (HTC Touch, Gphone, Samsung Omnia,… )
  • 15. The 2009 Mobile Scene Mobile browsing is now a true multimedia experience •  WAP  iMode  HTML •  Key  cursor  multi touch screen •  No layout  pictures  full colour graphics •  Video, games, music… are now also possible on mobile
  • 16. The 2009 Mobile Scene The need for speed •  Mobile broadband now rivals desktop broadband •  Internet in your pocket is now a reality - call it UMTS, HSDPA, 3G, WiFi or whatever You are here  7,2 Mbit
  • 17. The 2009 Mobile Scene Mobile Internet is no longer a geek stuff •  Mobile Internet is becoming mainstream •  As the mobile penetration is now higher than 100% in Belgium, the potential audience for mobile services is HUGE… and eager for specific mobile apps and services You are here 
  • 18. The 2009 Mobile Scene Consumers are turning to mobile. Where are you? •  A lot of much used desktop web services are available on mobile already •  People are expecting this from your company too! •  It’s just as in the early internet days  People will expect that you are on mobile •  Mobile is the next battlefield for Internet giants
  • 19. The 2009 Mobile Scene Mobile WEB Application
  • 20. The 2009 Mobile Scene Mobile WEB Application
  • 21. The 2009 Mobile Scene Mobile WEB Application
  • 22. The 2009 Mobile Scene Mobile WEB Application
  • 23. The 2009 Mobile Scene “OK, cool. But what’s in it for me as a marketeer?”
  • 24. The 2009 Mobile Scene The marketing opportunity •  Mobile is the fastest and cheapest way to reach the largest number of people •  Direct relationship/communication (2-way street) •  Customer is always reachable •  Direct response and engagement •  Sponsored content and advertising possibilities •  Unique place for brand building
  • 25. The 2009 Mobile Scene Case 1 : VW EscapeTV •  Launched in 2006 as the first branded entertainment show for alternative devices: mobile phone, iPod, PlayStation portable… •  Build your own TV show « à la carte » : movie, music, extreme sports, celebrities, events… •  20.000 visitors/month, award-winning project that helped Volkswagen raise its market share in the 18-28 segment •  Now aired on MCM Belgique and TMF
  • 26. The 2009 Mobile Scene
  • 27. The 2009 Mobile Scene Case 2 : Chanel
  • 28. Chanel application
  • 29. The 2009 Mobile Scene Case 3 : Audi A4 Game
  • 30. Audi A4 game
  • 31. The 2009 Mobile Scene Case 4 : Bloomberg
  • 32. Bloomberg
  • 33. The 2009 Mobile Scene Conclusions •  A real brand experience on mobile is now possible •  No more technical burdens  Strong growth of the mobile internet market •  Consumers are embracing mobile and want dedicated content •  Specific mobile services and applications are entering the market and raising the level of expectation from consumers •  Mobile is now a mainstream medium for advertisers •  And it’s only the beginning…
  • 34. Study: Mobile Readiness of 35 Belgian companies Thomas De Vos New Media Expert The Reference / Emakina
  • 35. Mobile Readiness of 35 leading companies What kind of test? •  Today smart phones are shipped with a browser to display normal desktop websites.
  • 36. Mobile Readiness of 35 leading companies How well is your desktop website ready for mobile use displayed? •  Test of 40 specific mobile criteria on the desktop websites •  Including the W3C MobileOK validation standard •  Extended with some specific test metrics on the devices
  • 37. Test Metrics Weight: 25.0
 •  No frames: Do not use frames. Weight: 20.0
 •  Page size limit: Ensure that the overall size of page is appropriate to the memory limitations of the device.
 Weight: 10.0
 •  Large graphics: Images should not be larger than the screen resolution.
 •  Scrolling: Ensure that no scrolling (vertically and horizontally) is needed.
 •  Tables nested: Do not use nested tables.
 •  Pop ups: Do not cause pop-ups or other windows to appear and do not change the current window without informing the user.
 •  Background image: Test if an image is used as background. (Images should not be used as background.)
 •  Image maps: Do not use image maps unless you know the device supports them effectively.
 •  Graphics for spacing: Do not use graphics for spacing.
 Weight: 8.0
 •  Minimize: Use terse, efficient markup.
 •  Simple color contrast: Sufficient color contrast should exists between fore- and backgroundcolors.
 •  Valid markup: Use valid markup.
 •  Tables layout: Do not use tables for layout.
 •  Non text alternatives: Provide a text equivalent for every non-text element.
 Weight: 6.0
 •  Page size usable: Divide pages into usable but limited size portions.
 •  Font: Do not rely on support of font related styling.

  • 38. Test Metrics Weight: 5.0
 •  Tab order: Create a logical order through links, form controls and objects.
 •  Tables alternatives: Where possible, use an alternative to tabular presentation.
 •  Useful Space: Calculates useful space vs white space
 •  Auto refresh: Do not create periodically auto-refreshing pages, unless you have informed the user and provided a means of stopping it.
 •  Redirection: Do not use markup to redirect pages automatically. Instead, configure the server to perform redirects by means of HTTP 3xx codes.
 •  Style sheets use: Use style sheets to control layout and presentation, unless the device is known not to support them.
 •  Content format support: Send content in a format that is known to be supported by the device Weight: 4.0
 •  Cookies: The use of cookies should be avoided in general and they should only be used if a browsers support them.
 •  External resources: Keep the number of externally linked resources to a minimum.
 •  Caching: Provide caching information in HTTP responses.
 •  Objects or script: Do not rely on embedded objects or script. Weight: 3.0
 •  Accept encoding: If a client specifies that it supports compression (eg. quot;Accept-Encoding: gzipquot;), a webserver should take advantage of this and in fact compress its reply (quot;Content-Encoding: gzipquot;).
 •  Measures: Do not use pixel measures and do not use absolute units in markup language attribute values and style sheet property values.
 •  Style sheets support: Organize documents so that if necessary they may be read without style sheets.
 •  Images specify size: Specify the size of images in markup, if they have an intrinsic size.
 •  Provide defaults: Provide pre-selected default values where possible.
 •  Character encoding support: Ensure that content is encoded using a character encoding that is known to be supported by the device.
 •  Link target format: Note the target file format unless you know the device supports it.

  • 39. Sinyate test mechanism register screenshot message takescreenshot;;0;2;3 DOM-Tree HTTP-REQUEST HTTP-RESPONSE Proxy Server HTTP-REQUEST Internet HTTP-RESPONSE
  • 40. Reports What our report contains  For each test   Screenshots of rendering   40+ usability metrics: score + comment  Average scores of websites, devices, transcoders, and browsers)  Competitive compare   Compare transcoders, websites, devices and browsers   Charts  In HTML and PDF format
  • 42. Conclusions: Mobile readiness Average: 54% - Lowest:16% - Highest: 85%
  • 43. Conclusions: Segments < 60%: almost not usable - 61-70%: site is usable with limitations - >71%: site is usable < 60%: 23 sites (66%) - 61-70%: 7 sites (20%) - >71%: 5 sites (14%)
  • 44. Some stats concerning top criteria usage •  Critical – (i)frames: 40% is using them •  Page size limit – 86% of the pages is larger then 20KB •  Large graphics – 29% is displaying them •  Tables – 66% is still using tables for layouting •  Colour contrast – 11% will not be readable in direct sunlight •  Useful space – 14% is using too much white space where there could be information •  Load time – 18% needed more then 8 seconds (wifi speed) •  … •  0% is detecting the device •  0% had valid html •  3% uses auto refresh
  • 45. Conclusions And more concretely… •  54% is the average mobile readiness score •  You need at least 70% for a good experience •  66% is not usable at all •  20% is usable but with major limitations •  14% can be used •  Only technical test, not content relevance test •  You can tweak your desktop website but more interesting is to create a mobile version of it •  ADAPT your content specific for mobile use
  • 46. Thank you! Any question? 47