Emerging Trends & Behaviorsin Mobile for 2013paul.booth@iconmobile.comwww.iconmobile.com
Globally, tablet sales are forecast to outstrip PC salesby 2016. While tablet customers share commonbehaviors to PC users,...
Phones are for snacking, Tabletsare for mealsMedia Content Accessed Through DeviceBusiness and IT Professionals Worldwide ...
In the first half of 2012 36% of all emails were opened on a mobiledevice (phones and/or tablets), an increase of 32% from...
Near Field Communication (NFC) enabled handsets areincreasingly available. NFC applications are expected tobecome more wid...
In 2011 Starbucks proved that mobile payments were finallyhere to stay by becoming the largest retailer in the worldtaking...
In 2012 iconmobile redefined experiential marketing byputting an interactive Windows Phone 7 interface in thehands of iPho...
From toothbrushes to entire cars, Smartphones areincreasingly used as the technological glue thatconnects our physical and...
Mobile Marketing Maturity                                   $ ROI                              Organization               ...
By 2017, 85% of the world will be covered by 3G mobile internet and halfwill have 4G coverage, according to Sony Ericsson....
Thank you!paul boothdirector of strategy – iconmobile llc119 pine street, 305, Seattle, 98101paul.booth@iconmobile.com@pau...
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Emerging Mobile Trends & Behaviors for 2013

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Predictions for Mobile Trends in 2013

Emerging Mobile Trends & Behaviors for 2013

  1. 1. Emerging Trends & Behaviorsin Mobile for 2013paul.booth@iconmobile.comwww.iconmobile.com
  2. 2. Globally, tablet sales are forecast to outstrip PC salesby 2016. While tablet customers share commonbehaviors to PC users, there are marked differencesacross platforms that present interestingopportunities to marketers.Source: Business Insider
  3. 3. Phones are for snacking, Tabletsare for mealsMedia Content Accessed Through DeviceBusiness and IT Professionals Worldwide whoown a Tablet, by Job Title% of respondents
  4. 4. In the first half of 2012 36% of all emails were opened on a mobiledevice (phones and/or tablets), an increase of 32% from late 2011numbers of 27.39% (Knotice). At this rate, we should expect to hit thetipping point where over 50% of all emails are opened on mobiledevices during 2013.This presents a problem to marketers: email does not perform as wellon phones & tablets as it does on traditional PCs, with Click To Open(CTO) rates originating from phone/tablet devices often over 50% less.To accommodate rapidly increasing mobile open rates and ensure PCexperiences do not suffer, responsive email design should beconsidered. Using this technique, the content and layout of emailresponds to provide an optimal experience based on the device used toopen it: Desktop users continue see a full-width email, while mobileusers could see a streamlined template with one single offer, fewernavigation buttons, easy-to-tap calls-to-action, and boiled downmessaging that shows you only what’s important.http://www.knotice.com/reports/Knotice_Mobile_Email_Opens_Report_FirstHalf2012.pdfhttp://www.responsys.com/land/download-email-design-look-book-2012
  5. 5. Near Field Communication (NFC) enabled handsets areincreasingly available. NFC applications are expected tobecome more widespread, particularly in markets with a highpenetration of Android devices, such as South Korea.NFC is most often thought of as a mobile payment solution –NFC driven mobile payments are expected to hit $100bn by2016 (Source: ABI Research).There are many other potential uses of NFC, including:• Adding activation to out of home campaigns• Driving data exchange & experiences at events, conferences & shows• Peer-to-peer file transfers, social networking & gamification• Automating door locks, car ignitions, home automation through proximityhttp://www.businesswire.com/news/home/20121018006048/en/NFC-Mobile-Payment-Transaction-Spend-Hit-100
  6. 6. In 2011 Starbucks proved that mobile payments were finallyhere to stay by becoming the largest retailer in the worldtaking mobile payments – over $110 million in the first year.In 2013 ISIS, Google Wallet, PayPal, Square, Passbook andothers will take mobile payments & the mobile walletmainstream for Smartphone users. By 2020, Pew predictthat most people will have replaced their wallets for smart-devices.In many developing countries such as Nigeria and Angola,mobile payments via SMS & Feature Phone applications arealready commonplace – industry analysts predict 20 millionNigerians using mobile money by 2015 (source: BusinessDaily Online). Users of Kenya’s M-Pesa system now sendmoney totaling 20% of that country’s GDP to each othereach year via text message (Time Magazine)http://www.pewinternet.org/Reports/2012/Future-of-Money/Overview/Introduction-and-overview-of-responses.aspxhttp://www.businessdayonline.com/NG/index.php/news/76-hot-topic/31507--nigeria-to-become-dominant-in-africas-mobile-payment-markethttp://www.time.com/time/magazine/article/0,9171,2103289,00.html
  7. 7. In 2012 iconmobile redefined experiential marketing byputting an interactive Windows Phone 7 interface in thehands of iPhone and Android users, without having toinstall an app or download a video.The results were astounding. In just a few weeksbetween November 14 – 30, 2011 the demo gained:• 5 million demos• $ .07 cost per demo• 96% Organic traffic• 73% purchase intent for iPhone and Android visitors• +32 point lift in purchase intentIn 2013 expect experience based marketing to explode –using the unique capabilities of mobile devices to show,not tell customers about products and services.http://aka.ms/wpdemo
  8. 8. From toothbrushes to entire cars, Smartphones areincreasingly used as the technological glue thatconnects our physical and digital lives.Mobile phones and tablets are becoming theremote controls of our daily lives; the physicalworld becomes the catalyst for spontaneousinteractions and commerce via mobile devices --the primary digital connection to customers.Recognizing that mobile is not just another channelbut an opportunity to deliver advanced contextualservices enables planning for differentiated, nextgeneration mobile experiences.
  9. 9. Mobile Marketing Maturity $ ROI Organization learning curve Consumer engagement level 1 2 3
  10. 10. By 2017, 85% of the world will be covered by 3G mobile internet and halfwill have 4G coverage, according to Sony Ericsson.Personalized and data-soaked, context and location aware, the phone isthe window into the consumers soul that marketers have been lookingfor. Whether brands are invited in depends on whether marketersunderstand what consumers want and need in a mobile environment. Byany measure, theyre not moving fast enough.To put it bluntly, there needs to be more ad spending on mobile, whichnow comprises only about 1% of budgets, according to a recent studyfrom the consultancy Marketing Evolution. Based on ROI analyses ofsmartphone penetration, that figure will be about 7%. In five years time,that number will need to be in excess of 10%.http://adage.com/article/news/marketing-s-years/237616/
  11. 11. Thank you!paul boothdirector of strategy – iconmobile llc119 pine street, 305, Seattle, 98101paul.booth@iconmobile.com@paulboo

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