Pbm mobile squared

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Pbm mobile squared

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. Moving house?
  5. 5. The power of now
  6. 6. The power of now
  7. 7. The power of now Latest addition IN-APP NOTIFICATIONSThe 2 phases of PBMEntry-levelConversational We’re now programmed to communicate in 140 characters
  8. 8. Permission-Based Marketing Entry-level = Messaging/in-app notification Conversational
  9. 9. 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
  10. 10. 79.9% 30mn sales; +80% contract; +55% prepay24.3%
  11. 11. 9.83mn 51.4% 14.59mn 53.4%
  12. 12. Sex:MaleAge:45-54Lives:Border regionUses:Featurephone
  13. 13. 7.28mn 55.1% 7.31mn 50.7%
  14. 14. 53.7% 51.6% 55.3% 51.8%51%
  15. 15. 8,000,0006,000,0004,000,000 6.17mn 7.83mn2,000,000 54% 53% 0
  16. 16. 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%
  17. 17. 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%
  18. 18. 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

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