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panorama web mobile

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numeri e scenari sull eprospettive del mercato smartphone e device mobili

numeri e scenari sull eprospettive del mercato smartphone e device mobili

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    panorama web mobile panorama web mobile Presentation Transcript

    • Mobile Internet Paolo Maioli March-2010
      • Table of content
      • Mobile Internet evolution
      • Smartphone growth and usage
      • Mobile user targeting
      • Mobile advertising
      • Media industry and mobile
      • Future thoughts
      • Pre-mobile
      • 2G GSM
      • WAP
      • Text based, simple graphics
      • No Internet browsing
      • Bad user experience
      • Data usage billing
      • Mobile today..and tomorrow
      • 3G mobile infrastructure
      • Open Internet browsing
      • Smartphone technology
      • Intuitive user interface
      • Social networking (e.g. Facebook)
      • Video (e.g. YouTube)
      • VoIP (e.g. Skype)
      • Applications/App store
      • Flat fee data usage billing + app billing (many free)
    • Mobile data traffic
      • More than a just a PHONE
      • Internet browsing
      • E-mail
      • Instant messaging/social
      • Tablet
      • Bookreader/eReader
      • Music player/recorder
      • Photo camera/editor
      • Video player/recorder
      • GPS device
      • Car electronics device
      • Home electronics device
      • Game computer
      • Lots of handy utilities
      • Sales figures
      • Smartphone sales Q4 2009 41% growth
      • Best performers Apple iPhone and Google Android
      • source Gartner feb 2010
    • Mobile App marketing/distribution
    • Mobile fit with social networking
    • Mobile Internet user targeting
      • Mobile Internet: High degree of personalization possible: - geo & demographics (sex, age, address, position) - handset type and brand - usage statistics - always on - short- and long distance journey patterns - individual contributions (blogging, twitter) - buying behaviour
    • Mobile advertising
      • Recent acquisitions worldwide: - Google buys AdMob ($750 M) - Apple buys Quattro Wireless ($275 M) - Opera buys Marvel ($ 8 M)
      • Smartphone installed base drives mobile advertising
      • Mobile advertising implies mobile landing pages
      • Ad needs to be content related/context relevant
      • Different types of mobile Advertising: - SMS/MMS - Mobile search - Mobile video - Mobile game - Mobile banners - Branded content
    • Mobile in your marketing mix
      • Mobile website: - offers better navigation than standard website - works on any smartphone
      • App: - dedicated functionality - navigation speed - good user experience - some functionality only available in app - smartphone specific - dependency app store
      • Best to develop both types for leading OS’s
      Standard website Mobile website App
    • Conclusions
      • Shifting dominancy in Mobile Internet value chain
      • Mobile internet access will surpass fixed internet access soon
      • Media convergence is everywhere: it’s easier than ever to reach a large audience, but harder than ever to really connect
      • Mobile Phone is unique as personal media device
      • Advertising on mobile needs to be more content related than ever
      • Mobile becomes a must in any marketingmix
    • WHAT ABOUT AUGMENTED REALITY? THAT’S ANOTHER STORY!!