Long Way to Mobile Revolution

DER (LANGE) WEGZUR MOBILEN REVOLUTIONDR. MARKUS PFEIFFER 28.03.2012

MOBILE WEB IST INTERNET, ABER ANDERS… FOR 91% OF THE POPULATION THE DEVICE IS ONLY AN ARM’s NÄHE LENGTH AWAY (24/7) 60% OF MARRIED PEOPLE WILL NOTPERSÖNLICH SHARE THEIR MOBILE WITH SPOUSE 10% OF UNDER-25 YEAR-OLDS FIND IT OK TO TEXT WHILST HAVING SEX. RELEVANTSource: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010

MOBILE HEBT ENDGÜLTIG AB…Source: Cisco, 2011; picture by exxonvaldez on flickr

SMARTPHONE STATT DUMBPHONE Global Users (billions) 6 5,6 B 5 4 3 2 1 835 million 0 Smartphone Users Dumbphone UsersSource: Mary Meerer, Kleiner Perkins, Morgan Stanley Research Source: Statista, BITKOM

MOBILE STATT PCSource: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012

Source: http://dokufactory.twoday.net/stories/jetzt-entdeckt-legales-gehirndoping-mit-ipad-3/

APPS STATT BROWSER WEBSource: comScore 2011

TROTZDEM KAUM WERBUNG 50 45 43% 40% 40 35 29% 30 23% 25 22% Ad Spend Per Media 20 16% Time Spent per Media 15 11% (US Data 2011) 9% 10 6% 5 11% 0 TV Print Web Radio MobileSource: VSS, Mary Meeker (KPCB), comScore, Alewa, Flurry Analytics

SO, WHERE IS THE MONEY?

SHOPPING Device Preference by Retail Category: 41% Clothing 30% 37% 43% On PC/Desktop Books 35% 41% On Smartphone On the Tablet 55% Electronics 35% 53% 0 20 40 60 80 100http://www.zmags.com/blog/new-research-report-meet-the-connected-consumer

ERLÖSE AUS MOBILE APPS$9$8$7$6$5$4 Total Revenue (billions)$3$2$1$0 2008 2009 2010 2011Source: Mary Meeker, Kleiner Perkins, and BI Intelligence estimators

% der branded apps wurden weniger als 1.000 Mal heruntergeladen.Source: Deloitte, 2011

AUFMERKSAMKEIT ODER #FANS ALLEINE HILFT KEINER MARKE IHRE MARKE HIER ODER HIERhttp://www.flickr.com/photos/oquendo/3667609023/sizes/l/in/photostream/

MOBILE ERÖFFNET EINE REIHE NEUERDIMENSIONEN FÜR DAS MARKETING: Utility Reward Information Emotional SocialSource: Picture by exxonvaldez on flickr

LERNKURVE IM MOBILE MARKETING Utility Mobile Business Information Ziel Reward Emotional Social $ MONEYMobile Business Heute ECHTER NUTZEN AUFMERKSAMKEIT

HYPOTHESIS 1FIVE THINGS THAT WORKIN MOBILE…

HYPOTHESIS 1LOCAL RELEVANCE

12% DER SMARTPHONE NUTZER VERWENDENLOCATION BASED SERVICESRund 65% der Nutzer wollenlokale Promotions oderInformationen!

ImmobilienScout24

HYPOTHESIS 1POST SOCIAL:THE VISUAL WEB

THEMETRICS:- 1.36 M DAILY ACTIVES- HIGHEST TIME SPENT (HIGHER THAN FB)- HIGHEST REFERRALS: SOURCE: asdfasdfasdf

VISUAL, MUCH MORETHE FUTURE OF THE WEB ISTHAN TEXT BASED AND MUCH MORE PERSONAL.POST-SOCIAL =THE ME WEB

WARUM? MEHR SOCIAL GEHT NICHT Hours spent per day 7 6 5 4 3 2 1 0 Hours spent per daySource: Nielsen.com, Forrester Research

MACHT FACEBOOK EIGENTLICH DOOF? Animierte Hirnregion Abgestorbene Gehirnzellen bei sozialer Kognition bei Alzheimer PatientenSource: FAZ Sonntagszeitung, 11.03.2012

HYPOTHESIS 1GAMESGAME MECHANICS

• Launched 8 weeks ago • #1 app in 79 countries • 20+ million downloads • $100,000+ of revenue per day • 12+ million DAUs • On March 8th, 3,000 drawings per second • Today, more than 1 billion drawings per week Sold to Zynga last week: +200m US$Source: Business Insider Research, AppData.com (March 2012)

GAMING FOR HEALTH: NIKE+ IPOD KEEPS TRACK OF FITNESS ACHIEVEMENTS, COMPARES THEM WITH OTHERS AND PROVIDES PERSONAL. DELIVERS YOUR PERSONAL METRICSSource: http://www.s2h.com

HYPOTHESIS 1TURN MOBILEINTO PRODUCTS

THERE ARE OVER 1 BILLION COMPUTERS IN THE WORLDAND NEARLY 1 BILLION MOBILES. BUT A100.000.000.000 THINGSRAFI HALDJIAN Source: IDC, Gartner, The Real Life Social Network, Google (2010)

ENDE 2015WERDEN 15 MRD. OBJEKTEMIT DEM INTERNET VERBUNDEN SEIN UND ÜBER 30%DES TRAFFICS GENERIERENSOURCES: IDG, GARTNER

Photo by Botanicalls

SUMMARY1. LOCAL RELEVANCE2. POST SOCIAL3. GAME MECHANICS4. TURN MOBILE INTO PRODUCTS

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Long Way to Mobile Revolution

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