Mobile phones, their market, and future Jan Rezab 23. 7. 2008

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

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

Nokia 5110 1998 Apple iPhone 3G 2008 SonyEricsson T610 2003 Nokia N70 2005 10 years of mobile 1998 - 2008

There is a lot of them!

Total of new mobile phones with WAP 2004 - 2008 2004 2008 1400 phones!

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

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

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

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

Already mobilized!

TV E-mails Communication (SMS, ICQ, apod.) Downloading content Crime deterrent (see related video) FUNKCE Function of mobile handsets

TV

E-mails

Communication (SMS, ICQ, apod.)

Downloading content

Crime deterrent (see related video)

WAP myths

„ 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

„ There will be full internet on mobile phones“

What can we do today?

SMS ads „ Text-to-win“

WAP advertising Possibilities of perfect targetting of mobile ads Place Age Target demographic group Behavioural targetting (Mobile internet)

Possibilities of perfect targetting of mobile ads

Place

Age

Target demographic group

Behavioural targetting

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

- 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

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)

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)

WAP Advertising

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

FUTURE Mobile phones

„ 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

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

Mobile phone is a medium

„ 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

The number of users accessing mobile internet will get close to the internet penetration (in some countries, it has already happened – see below)

Thank for listening www.janrezab.com jan.rezab@gmail.com