Jan Rezab - Future of mobile (Internet Conference)
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Jan Rezab - Future of mobile (Internet Conference)

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Presentation about mobile phone services, mobile advertising, and future of mobile internet.

Presentation about mobile phone services, mobile advertising, and future of mobile internet.

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  • 1. Mobile phones, their market, and future Jan Rezab 23. 7. 2008
  • 2. Presentation contents
    • Information about the mobile market, and capabilities of mobile phones
    • What is currently possible in the mobile phone world? How to communicate my brand?
    • Future of mobile services
  • 3. Nokia 5110 1998 Apple iPhone 3G 2008 SonyEricsson T610 2003 Nokia N70 2005 10 years of mobile 1998 - 2008
  • 4. There is a lot of them!
  • 5. Total of new mobile phones with WAP 2004 - 2008 2004 2008 1400 phones!
  • 6. From Snake to Quake, 1998 -> 2007 Memory: around 100 contacts About 10 sms Speed: Few MHz Memory: 8 GB ( + SD memory cards) Speed: 332 MHz 64 MB RAM
  • 7. Speed of mobile data transfers Mobile Internet = WAP CSD Max. speeds: 9,6 – 14,4 Kbps 2000 2008 HSDPA Max. speeds: 1,8 - 3,6 - 7,2 Mbps + Wi-Fi Nokia 3330 500 x difference
  • 8. The mobile phone market today Czech Republic & Europe
    • Full penetration of mobile handsets
    • In Czech Republic (10 mil. population), over 1 million people use mobile internet  this grew in 1.5 years from just 250 – 300 000
    • Users change their mobile phone regularly every 18 months on average
    Source: Mobile operators, mobile manufacturers
  • 9. Already mobilized!
  • 10.
    • TV
    • E-mails
    • Communication (SMS, ICQ, apod.)
    • Downloading content
    • Crime deterrent (see related video)
    FUNKCE Function of mobile handsets
  • 11. WAP myths
  • 12. „ WAP is dead“ 1.35 mil. users Source: Mobile operators 12/2007, just Czech Republic 300 000 Vodafone 1 350 000 Total 550 000 O2 500 000 T-Mobile Users of mobile internet
  • 13. „ There will be full internet on mobile phones“
  • 14. What can we do today?
  • 15. SMS ads „ Text-to-win“
  • 16. WAP advertising
    • Possibilities of perfect targetting of mobile ads
    • Place
    • Age
    • Target demographic group
    • Behavioural targetting
    (Mobile internet)
  • 17. Targetting - Example Pierre
    • - Phone: Nokia E90
    • - Likes to visit CNNmoney
    • Place: Prague
    • - Spends 175 EUR on mobile
    • - Phone: Nokia 3x00
    • - Likes to visit Myspace
    • Place: Pilsen
    • Spends 15 EUR for mobile
    Fred
  • 18. Example of mobile ad targetting
    • Brief
    • Service: car cleaning, Prague, targetting for car owners
    • Solution
    • Target only Prague
    • Target for owners of better handsets, it is more likely by 2/3 that the person wil have a car (Nokia)
  • 19. WAP Advertising
  • 20. Perfect targetting Rational Aspirational High Involvement Low Involvement Pragmatic Leaders Comfortable Seniors Practical Homeowners Family Providers Style Followers Young Settlers Style Leaders Young Explorers Career Builders Style Seekers Technology Leaders Nokia Consumer Segmentation
  • 21. FUTURE Mobile phones
  • 22. „ Mobile“ future
    • Data tarrifs will be very cheap (2 – 3 EUR per month), or free
    • Developers will create interesting content - IM, info services, social networking, dating, entertainment
    • Only then mobile internet can take off massively
  • 23. Mobile phone is a medium
  • 24. „ Mobile“ Future
    • The number of users accessing mobile internet will get close to the internet penetration (in some countries, it has already happened – see below)
    Scandinavia 42% 41% 13% 42% Czech R. Penetration of internet vs. Mobile Internet (%) Mobile internet Internet
  • 25. Thank for listening www.janrezab.com jan.rezab@gmail.com