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App vs. Mobile Web

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With main focus on Scandinavia/Europe

With main focus on Scandinavia/Europe

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  • 1. Hvem er vi TS Mobile / Telecom Scandinavia Nicolai N. Worsøe +45 27890221 nnw@telecomscandinavia.dk
  • 2. Facts Comparison of Sizes Globally 2009 Newspapers daily circulation 480.000.000 Cars registrated in use 800.000.000 Cabel/Satelite TV subscriptions 850.000.000 PC’s in use incl. laptops 1.000.000.000 Fixed landlines telephones 1.200.000.000 E-mail active users 1.300.000.000 Internet active users (using any access) 1.400.000.000 Television sets 1.500.000.000 Credit card – unique owners of 1.700.000.000 Mobile phones – unique subscribers 3.100.000.000 Mobile phone subscriptions in use 4.000.000.000 0 1.000.000.000 2.000.000.000 3.000.000.000 4.000.000.000 Compared to people in the world 59% of the entire population has a mobile subscribtion In 66 countries the mobile subscribtion has now extended 100 % Source: Tomi Ahonen
  • 3. A survey from Nokia concludes that: 73% uses their phone to check time instead of wearing a wristwatch 72% uses their phone as their alarm clock 25% of British couples sleep separately part time because the other one is texting in bed. Source: Tomi Ahonen
  • 4. Mobile Market (Europe) Mobile market is driven by Mobile Internet & Apps -  And purchase is made by device price & brand Still very fragmented -  4000+ handsets, 8 platforms to develop on, 48+ App stores, nearly 500,000 apps on AppStore, Android Market and GetJar alone. Increased interest in mobile advertising -  32% accept mobile ads if it lowers their bill -  15% responds to mobile add Source: Tomi Ahonen
  • 5. Mobile Market – Apps (Europe) Apps growing explosively -  $32 Billion by 2015 (Juniper) -  Driven by Games & Music & Mobile Internet Increased willingness to pay for apps - 25% of App downloaders willing to pay up to $ 10
  • 6. Downloads (mm) Global Mobile Apps Download Source: Chetan Sharma Consulting 2010
  • 7. Market is driven by Mobile web and apps Source: A.C. Nielsen
  • 8. Smartphone Penetration Growth by Country Q2 2009 - Q2 2010 Source: A.C. Nielsen
  • 9. CASES
  • 10. Case: YELL.COM (UK) iPhone app: •  local search •  location based •  maps •  search •  business listings •  POI iPhone app, iPhone Safari browser, Blackberry app, JAVA app, alm. browser
  • 11. Location Based Services Zipcar Combines Mobile Internet + GPS
  • 12. Augmented Reality New York Subway http://www.youtube.com/watch?v=ps49T0iJwVg
  • 13. Why brands should launch branded mobile apps? •  "Never dismiss branded utility. It's a lot easier to be repeatedly useful than repeatedly funny.” Rory Sutherland, Executive Creative Director at OgilvyOne •  You can’t just have a big brand and create an app You need to develop a cross platform promotion (SMS, Web, App Store, AdNetwork buy, social media) for your strategy to be successful
  • 14. Why brands should launch branded mobile apps? •  Hype (Coca Cola, Nike, Mercedes, Kraftfood and Pizza Hut are doing it) •  Entertainment (iPint, Barclays Waterslide, Volkswagen Polo Callenge, Malibu Bowling) •  Tap into new revenue streams (North Face Snow Report, Yellow Pages, Timeout by Smirnoff ect.)
  • 15. How to choose mobile platforms (iPhone, Android, Blackberry, Java, Widgets, etc)? •  What is your objective? PR or Mass market reach? •  Who is your target audience? Markets? Niche segments? •  Where will you get the most attention for the least money? Many operators and handset manufacturers offer very attractive distribution deals. •  How much are you willing to spend? •  How important are mobile for you ?
  • 16. Apps Pros Cons Faster Greater availability with mobile browser (One app per device) Better functionality Less spending costs Better Security The speed of the internet grows rappidly Top-of-mind Better visual opportunities… for now Not depended of network cover
  • 17. Mobile phones i Scandinavia Smartphones are not mainstream …….. Yet !
  • 18. Mobile Users > Desktop Internet Useres Within 5 Years Internet users (mm Source: Morgan Stanley
  • 19. JP / Politiken ...er den mobile trafik steget fra 5 til 15 mio månedlige sidevisnnger sidste år Berlingske ...vokset med 1000% det seneste år TV2 ...i år 15-doblet trafikken på sine mobile apps
  • 20. Internet per phone type in Scandinavia
  • 21. Case: AutoTrader (CA) Alm. browser: •  Adjusts to all mobile browsers •  The Client has in short time created over 2000 sites based on 3 templates in AdsiteBuilder Alm. browser
  • 22. Coupons in Scandinavia Source: MoCo News
  • 23. Coupons in Scandinavia Stats: • Total coupons sent: 4531 • Total coupons opend on phone: 2051 • Total coupons redeemed for a Sprite: 1279 • Total times the coupon was viewed: 8499 • Redeem Rate: 28% Coca Cola is claiming that this campaign got one of the highest response rates in the history of mobile coupons
  • 24. Next step…. •  Analyze your market •  Define your needs •  Make your mobile strategy •  Have a plan – and stick to it !! •  Find your right mobile partner.
  • 25. Q&A
  • 26. The Puma Phone http://www.youtube.com/watch?v=mOqr-uyGjeI
  • 27. Tak for i dag !