Bruce / The Seminar: In the Pocket

Mobile Relevancy@pieterjan & @louisjonckheere from @itpocket

Introduc3on We are a “mobile agency” We help advertisers, brands andorganizations use the mobile channel in an effective and creative way

Introduc3on What we do:Mobile Marketing

Introduc3onWe make Branded applications

Introduc3onWe make Media applications

Introduc3onWe make Utility applications

We will speak about: Mobile in numbers 5 Trends for 2011How to be relevant on mobile

1 Mobile in numbers

Mobile in numbersMobile?

Mobile in numbersSome reasons to get serious about mobile

Mobile in numbers Market Penetration of smartphonesBelgium 12% 17% USA 19% EU 17% +20% Italy 32% Spain 28% France 16%Germany 17% UK 23% 0% 10% 20% 30% 40%

Mobile in numbers Mobile internet will be bigger than desktop internet 1.600 1.400Internet users (Millions) Mobile internet > desktop internet 1.200 Mobile internet Desktop internet 800 400 2007 2008 2009 2010 2011 2012 2013 2014 2015

Mobile in numbersSmartphones already outsold PC’s in Q4 2010 > 100M 90M Source: IDC 2011

Mobile in numbersSocial networking becomes mobile “Facebook Mobile has +250M MAU (Comscore, 2010) “800.000.000 people worldwide will use social networks on their phone by 2012” (eMarketer, 2010) “61% of the mobile internet users in Belgium are using social networks on their phone” (MEC, 2010)

Mobile in numbers“There is an App for that”

Mobile in numbersSo the drivers are

Mobile in numbers More and better smartphonesCheaper data plans Social networking

Mobile in numbersWhat about Belgium?

Mobile in numbers TODAY +1M Smartphones (Forrester, 2010; MCDC Insites Research, 2009) +1M 3G connections (Forrester, 2010; MCDC Insites Research, 2009)1.4M access the mobile internet/week (Forrester, 2010; MEC, 2010) 400.000 iPhones (Internal)

Mobile in numbers Market share of smartphones by requests in BE Windows Mobile RIM 3%3% iPhoneSymbian 17% 15% 62%Android

2 5 trends for 2011

Trends for 2011 1Mobile will hit cri-cal mass

Trends for 2011

Trends for 2011 2Tablets will become relevant

Trends for 2011

Trends for 2011 3Mobile payments will emerge

Trends for 2011

Trends for 2011 4Loca-on based will know strong growth

Trends for 2011

Trends for 2011 5Apps will remain king

Trends for 2011

3 How to be relevant on mobile

U3lity Marke3ng on Mobile

U3lity Marke3ng on MobileGood utility = Good marketing

U3lity Marke3ng on MobileThings to consider: • Is there a ﬁt with your audience • Does it fulﬁl an unmet need, is it unique • Is it actually useful • When and how oJen can it be used • Is it engaging, entertaining and easy‐to‐use • Is it easy to share and distribute • Resources needed to keep it alive

UPlity MarkePng on MobileCase 1: Nike+ •! Launched September 2010 •! Paying application: $ 1,99 – !1,59 •! Uses typical features of iPhone !! GPS !! Accelerometer !! iTunes •! What does it do? !! Nike+ GPS App Product video •! N°1 grossing app for several weeks in the Apple app store worldwide

UPlity MarkePng on MobileCase 2: Peak Performance: •! Launched December 2010 •! Free application •! Uses following features of iPhone !! GPS •! What does it do? !! Download ski maps of +1.000 resorts wordlwide !! Locate yourself and share your position !! Get the latest detailed weather info & webcams •! Great tool for every snowboarder and skier •! N°1 sports app in several local app stores, + 10.000 downloads worldwide •! It is a platform, many future possibilities

LocaPon and loyaltySimply put, location changes everything Mathew Honan, Wired magazine 2009

LocaPon and loyaltyLocation based marketing is the interaction with customers by their location, offering value-based opportunities that increase customer loyalty and encourage social sharing.

LocaPon & Loyalty LOCATION LOYALTYSOCIAL MOBILE

LocaPon & LoyaltyCases:

Prac3cal Tips: • InvesPgate the diﬀerent plaSorms • Determine your objecPves • ‘Claim’ your locaPon • Think of compelling promoPons/oﬀers/acPons • Interact and engage • Track and measure

Notarisstraat 1 9000 GENT +32 9 234 34 25 info@inthepocket.mobi www.inthepocket.mobiDon’t have a QR reader yet?Search for ‘QR code’ on your iphone orgo to www.i-nigma.mobi on your mobile deviceLike to create a QR code yourself?Surf to http://qr.inthepocket.mobi/

Bruce / The Seminar: In the Pocket

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