Pbm mobile squared
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Pbm mobile squared Pbm mobile squared Presentation Transcript

  • the PBM landscape:UK opt-in opportunityNick Lane, chief strategy analyst,Gavin Patterson, chief markets analyst All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
  • About mobileSQUAREDSpecialists in mobile consumer engagementWe do it using Mobile Consumer Trends, the only forward-looking mobileconsumer forecasts, based on extensive ongoing qual/quan mobile marketand consumer research.How we do itWe create the Then segment • Advertising Then • Device type Then wemobile market the data by • Apps by • Age forecastforecasts • Internet • Gender • Messaging • Location • Commerce • Socio-economics
  • The United Kingdom of Spam? 8 million spam a day (DMA) = 2.9 billion per year = £87.6 million @ £0.03 35 spams per year p.p. = 1 spam every 10 days
  • Moving house?
  • The power of now
  • The power of now
  • The power of now Latest addition IN-APP NOTIFICATIONSThe 2 phases of PBMEntry-levelConversational We’re now programmed to communicate in 140 characters
  • Permission-Based Marketing Entry-level = Messaging/in-app notification Conversational
  • Key usage numbers (4Q2011)Mobile internet users 30.19 millionApp users 25.24 millionMobile Ad reach 18 millionM-commerce 20.76 millionOpt-in marketing million73 million total messaging devices Nb all MCT data based on 18-64 year olds
  • 79.9% 30mn sales; +80% contract; +55% prepay24.3%
  • 9.83mn 51.4% 14.59mn 53.4%
  • Sex:MaleAge:45-54Lives:Border regionUses:Featurephone
  • 7.28mn 55.1% 7.31mn 50.7%
  • 53.7% 51.6% 55.3% 51.8%51%
  • 8,000,0006,000,0004,000,000 6.17mn 7.83mn2,000,000 54% 53% 0
  • UK mobile usage landscape 4Q11 7% / 44% 11% / 1% / 71% 53% 5% / 61% 2% / 57% 10% / 5% / 57%6% / 44%46% 7% / 58% 14% / 18% / 12% / 61% 52% 41%
  • London, 4Q11 Total opt-in 2694,752 60.6% responded By age 18-24 – 412,297 / 56% 25-34 – 571,287 / 57% 35-44 - 609,014 / 56% 45-54 - 595,540 / 58% 55-64 – 506,613 / 56% By gender Male – 1,344,681 / 57.8% By income Female – 1,350,071 / 55.6% ABC1 - 1,494,779 / 56.7% C2DE – 1,199,973 / 57.1%
  • ConclusionDevelop an entry-level PBM strategy with a view toevolving to conversational marketingMales more receptive to mobile marketingGreater interaction/engagement on iPhoneSmartphones to overtake featurephones in 2012 –providing a richer engagementGrowth will only accelerateOpt-in user volume = 34.4 million in 2014Nick LaneGavin PattersonmobileSQUAREDnick@mobilesquared.co.ukgavin@mobilesquared.co.uk+44 118 977 6902 Source: Mobile Consumer Trends, in association with