Iva Caric (Nokia): Consumers on-the-go - kje so priložnosti za vašo blagovno znamko?

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Iva Caric (Nokia): Consumers on-the-go - kje so priložnosti za vašo blagovno znamko?

  1. 1. Consumers on-the-go(kje so priložnosti za vašoblagovno znamko?)Iva Caric, NokiaMarketing Activation Manager Adriaticiva.2.caric@nokia.comCompany Confidential Company Confidential
  2. 2. Company Confidential Company Confidential
  3. 3. Internet usage via mobile in Slovenia, 2011 Raziskava MOSS poteka pod okriljem Slovenske oglaševalske zbornice (SOZ), v obdobju 2009/2011 jo izvaja družba Valicon iz Ljubljane s podizvajalcem podjetjem Gemius.Company Confidential Company Confidential
  4. 4. Nokia Apps study end 2010 39% of the Slovenian online population (fixed net) is currently using their phone for surfing the internet. The typical mobile internet user is male and younger than 30. Students and employees in leading positions are overrepresented among the mobile internet surfers. 3 out of 4 mobile internet users have already a data package included in their tarif plan. Main reasons for not using the internet via cell phones are the uncertainty about arising costs and the impression that there is no need. Nearly 40% of all respondents have made first experiences with mobile apps. Overall – the network providers‘ app stores are very well known and often used. Weather is the most popular app category, followed by Games and Entertainment.Company Confidential Company Confidential
  5. 5. Once Apps are adopted, they become the critical driver ofpurchase, taking equity from the handsetSingle most important factor in next purchase decision (percentage) Company Confidential Company Confidential
  6. 6. Once Apps are adopted, they become the critical driver ofpurchase, taking equity from the handsetSingle most important factor in next purchase decision (percentage) Company Confidential Company Confidential
  7. 7. Online approach – user perspective Mobile app approach – user perspectiveCompany Confidential Company Confidential
  8. 8. Communication!Company Confidential Company Confidential
  9. 9. Goal? BRAND AWARENESS PRODUCT BENEFITS ENGAGEMENT BUYINGCompany Confidential Company Confidential
  10. 10. How to make money via apps PAID APPS IN-APP PURCHASE IN-APP ADVERTISING Monetize your app Canalys (June 2011): Predicts that direct revenue from the sale of apps, in-app purchases and subscriptions across smartphones and tablets will be $7.3 billion in 2011 rising to $36.7 billion by 2015Company Confidential Company Confidential
  11. 11. TechCrunch.com:July 2011, comScore reports, 88.4 million mobile subscribers were using smartphones. Of the top smartphone platforms inEurope, Symbian led the way with 37.8 percent market share, with Android grabbing the second spot at 22.3 percent over iOSat 20.3 percent.Nokia’s absolute ad requests (which are what makes mobile advertising tick) continue to grow month-to-month, and when itcomes to click-through-rates (CTR), Nokia has been consistently outperforming the rest of the industry (abroad), which includes Company Confidentialthe likes Android, iOS, and RIM. Company Confidential Source TechCrunch.com
  12. 12. iQpon Croatia (and Slovenia soon) iQpon videoCompany Confidential Company Confidential
  13. 13. Key NFC experiences Service Initiation Sharing Start a service or Transfer content an application between any two NFC devicesReader/writer mode Peer to peer mode Pairing Secure NFC Connect easily with Mobile device is other NFC devices a credit card and travel cardReader mode Card emulation modeCompany Confidential Company Confidential
  14. 14. OverviewNFC Hub: http://www.nfc-hub.com/Company Confidential Company Confidential
  15. 15. A day in the life of an NFC mobile phone userCompany Confidential Company Confidential
  16. 16. NFC trial results January 2011 from the Telefónica, La Caixa, and Visa trial in Sitges, Spain • Consumers using NFC made 30% more transactions than other shoppers. These were 23% more valuable transactions than those with regular cards • 90% of consumers with an NFC phone used it for payment, 80% of participating merchants processed NFC payments • 60% of the purchases were for a maximum of €20 • Most purchases were made at supermarkets (57%) and restaurants (14%) • 75% of transactions were during the working week • Average age of those to use payments was 46 • 85% of users considered NFC payments sufficiently secure • 90% of users said they would continue using mobile walletCompany Confidential Company Confidential
  17. 17. CROATIA, SLOVENIACompany Confidential Company Confidential
  18. 18. Foursquare activationCompany Confidential Company Confidential
  19. 19. Thank you! Company Confidential

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