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Mobile: An Olympic opportunity
Nick Lane, chief strategy analyst, mobileSQUARED




All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
About mobileSQUARED
Research specialists in mobile consumer engagement




We do it using Mobile Consumer Trends, the only forward-looking mobile
consumer forecasts, based on extensive ongoing qual/quan mobile market
and consumer research.

How we do it
                               • Advertising          • Device type
We create the   Then segment                   Then
                               • Apps                 • Age               Then we
mobile market   the data by                    by
                               • Internet             • Gender            forecast
forecasts
                               • Messaging            • Location
                               • Commerce             • Socio-economics
261 days
Goal?
Goal?
        Do you want to be here?
Goal?   Or, do you want to be here?
Audience?
Mobile Olympics
NBC – Winter Olympics 2010

      Mobile web                                 87 mil. page views / 15.9 mil WAP visits
      - Mobile video streams                     2 mil. (6x more than Beijing Games 2008)

      Opt-in messaging alerts                    “Huge success”

      App                                        #1 Free Sport App during first week of games


“Olympics is a huge, huge initiative for not only NBC, but across NBC Universal. I
mean it’s really an understatement, the amount of effort that is placed with the
Olympics, starting with as soon as one Olympics is done, they’re already starting
to work four years in advance for the next one.”

Daniel Bethlahmy, Director of Wireless Marketing, NBC Universal,
speaking at Roadshow US, 2010
Since 2008
R.I.P.
Roadshow Europe mobileSQUARED - Nick Lane
legacy
         mobileSQUARED
Roadshow Europe mobileSQUARED - Nick Lane
Roadshow Europe mobileSQUARED - Nick Lane
The UK mobile market
Number of subscriptions will increase from 82.9 million end-2011
to 86.02 million by the end of 2016

                      Total UK mobile subscriptions

88,000,000

86,000,000

84,000,000

82,000,000

80,000,000

78,000,000

76,000,000

74,000,000
             4Q09   4Q10   4Q11   4Q12   4Q13   4Q14   4Q15   4Q16
Arise Sir Smartphone




4 out of 5 phones shipped in 2011 in UK were smart
Smartphones dominate in 2012

                     2012

                               Smartphone




      Featurephone
Roadshow Europe mobileSQUARED - Nick Lane
Smartphones dominate in 2012


                    2012 smartphone breakdown
                                                iPhone
      Android




           Others
UK stats

38.5 mil. mobile internet users 2012

33.9 mil. app users 2012
Olympic mobile hotspot
Olympic hotspot, July 2012




 Mobile internet users – 6.8 mil.
      App users – 5.9 mil.
Olympic hotspot, July 2012




 Mobile internet users – 4.3 mil.
    App users – 3.74 mil.
8.8 million tickets

  75% (6.6 mil.) to UK/Europe –
          - est. 6.3 mil. to UK, &
          - 330,000 to mainland Europeans

  25% (2.2 mil.) to:

           - 12% overseas (1.1 mil.)

           - 8% to sponsors (704,000)

           - 5% to partners (440,000)

  Estimated that 1.5-2 million people will visit UK in direct association with the
  Olympics

  UK welcomed around 31 million tourists in 2011
          - London tourists @ end-July approx. 1.5 mil.
So, come 27th July 2012


    Additional 3 million tourists in SE England

           - 31% (930,000) will own a smartphone

           - 28% (840,000) will be mobile internet users

           - 27.5% (825,000) will be app users
Potential audience July/Aug 2012

                                      Mobile internet uplift– 8%
                                          App users – 9%


 12,000,000


 10,000,000


  8,000,000


  6,000,000


  4,000,000


  2,000,000


         -                                           Bus = local
              mobile internet   App
                                                     Cab = Int’l uplift
3 key mobile points of engagement


             4 mil       7.2 mil    7.1 mil
                                                         Mobile advertising
8,000,000                                                 is more powerful
7,000,000
                                                         than other media –
                                                          could be more so
6,000,000


5,000,000
                                                           People want to
                                              Meridian    spend on mobile
4,000,000                                     London


3,000,000                                                Mobile users want
                                                         to hear from the
2,000,000
                                                            right brand
1,000,000


       -
            Mobile ad   Mcommerce   Opt-in
Engagement

              4 mil      7.2 mil    7.1 mil

8,000,000


7,000,000


6,000,000


5,000,000
                                              Meridian
4,000,000                                     London


3,000,000


2,000,000


1,000,000


       -
            Mobile ad   Mcommerce   Opt-in
So, come 27th July 2012


              Dec
                                Now
              2012




       Sept                            Jun
       2012                           2012
                                             Olympics should be the
                                             starting point for your
                                             consumer engagement
                     Olympics
27th July 2012 – The Starting Point
Post August 2012




           Just keep on running
Goal
       You want to be here
Conclusion
Olympics is the ideal opportunity to engage, or extend existing
engagement, with consumers

Provide a service for additional stickiness – ADD VALUE

Android on a march, but

Greater interaction/engagement on iPhone

Engagement does not stop mid-Aug!


Nick Lane
Chief strategy analyst
mobileSQUARED
Nick @ mobilesquared.co.uk
+44 118 977 6902

                             Source: Mobile Consumer Trends, in association with
Don’t switch off yet:

Want a breakdown of 2012 mobile users, by
device /age / gender / location / socio
mobileSQUARED’s Gavin Patterson’s @ 12pm
in The Court Room

Take our data challenge:
‘Play Your Data Right’
Visit the mobileSQUARED stand in the River Room

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Roadshow Europe mobileSQUARED - Nick Lane

  • 1. Mobile: An Olympic opportunity Nick Lane, chief strategy analyst, mobileSQUARED All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
  • 2. About mobileSQUARED Research specialists in mobile consumer engagement We do it using Mobile Consumer Trends, the only forward-looking mobile consumer forecasts, based on extensive ongoing qual/quan mobile market and consumer research. How we do it • Advertising • Device type We create the Then segment Then • Apps • Age Then we mobile market the data by by • Internet • Gender forecast forecasts • Messaging • Location • Commerce • Socio-economics
  • 5. Goal? Do you want to be here?
  • 6. Goal? Or, do you want to be here?
  • 9. NBC – Winter Olympics 2010 Mobile web 87 mil. page views / 15.9 mil WAP visits - Mobile video streams 2 mil. (6x more than Beijing Games 2008) Opt-in messaging alerts “Huge success” App #1 Free Sport App during first week of games “Olympics is a huge, huge initiative for not only NBC, but across NBC Universal. I mean it’s really an understatement, the amount of effort that is placed with the Olympics, starting with as soon as one Olympics is done, they’re already starting to work four years in advance for the next one.” Daniel Bethlahmy, Director of Wireless Marketing, NBC Universal, speaking at Roadshow US, 2010
  • 13. legacy mobileSQUARED
  • 16. The UK mobile market Number of subscriptions will increase from 82.9 million end-2011 to 86.02 million by the end of 2016 Total UK mobile subscriptions 88,000,000 86,000,000 84,000,000 82,000,000 80,000,000 78,000,000 76,000,000 74,000,000 4Q09 4Q10 4Q11 4Q12 4Q13 4Q14 4Q15 4Q16
  • 17. Arise Sir Smartphone 4 out of 5 phones shipped in 2011 in UK were smart
  • 18. Smartphones dominate in 2012 2012 Smartphone Featurephone
  • 20. Smartphones dominate in 2012 2012 smartphone breakdown iPhone Android Others
  • 21. UK stats 38.5 mil. mobile internet users 2012 33.9 mil. app users 2012
  • 23. Olympic hotspot, July 2012 Mobile internet users – 6.8 mil. App users – 5.9 mil.
  • 24. Olympic hotspot, July 2012 Mobile internet users – 4.3 mil. App users – 3.74 mil.
  • 25. 8.8 million tickets 75% (6.6 mil.) to UK/Europe – - est. 6.3 mil. to UK, & - 330,000 to mainland Europeans 25% (2.2 mil.) to: - 12% overseas (1.1 mil.) - 8% to sponsors (704,000) - 5% to partners (440,000) Estimated that 1.5-2 million people will visit UK in direct association with the Olympics UK welcomed around 31 million tourists in 2011 - London tourists @ end-July approx. 1.5 mil.
  • 26. So, come 27th July 2012 Additional 3 million tourists in SE England - 31% (930,000) will own a smartphone - 28% (840,000) will be mobile internet users - 27.5% (825,000) will be app users
  • 27. Potential audience July/Aug 2012 Mobile internet uplift– 8% App users – 9% 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 - Bus = local mobile internet App Cab = Int’l uplift
  • 28. 3 key mobile points of engagement 4 mil 7.2 mil 7.1 mil Mobile advertising 8,000,000 is more powerful 7,000,000 than other media – could be more so 6,000,000 5,000,000 People want to Meridian spend on mobile 4,000,000 London 3,000,000 Mobile users want to hear from the 2,000,000 right brand 1,000,000 - Mobile ad Mcommerce Opt-in
  • 29. Engagement 4 mil 7.2 mil 7.1 mil 8,000,000 7,000,000 6,000,000 5,000,000 Meridian 4,000,000 London 3,000,000 2,000,000 1,000,000 - Mobile ad Mcommerce Opt-in
  • 30. So, come 27th July 2012 Dec Now 2012 Sept Jun 2012 2012 Olympics should be the starting point for your consumer engagement Olympics
  • 31. 27th July 2012 – The Starting Point
  • 32. Post August 2012 Just keep on running
  • 33. Goal You want to be here
  • 34. Conclusion Olympics is the ideal opportunity to engage, or extend existing engagement, with consumers Provide a service for additional stickiness – ADD VALUE Android on a march, but Greater interaction/engagement on iPhone Engagement does not stop mid-Aug! Nick Lane Chief strategy analyst mobileSQUARED Nick @ mobilesquared.co.uk +44 118 977 6902 Source: Mobile Consumer Trends, in association with
  • 35. Don’t switch off yet: Want a breakdown of 2012 mobile users, by device /age / gender / location / socio mobileSQUARED’s Gavin Patterson’s @ 12pm in The Court Room Take our data challenge: ‘Play Your Data Right’ Visit the mobileSQUARED stand in the River Room