Wap vs App - marketing magazine "future of mobile event" oct 2010

Wap vs. App (again) Oct 13, 2010 @ Marketing Magazine “the future is mobile” Conference Phil Barrett VP Digital & Mobile BSTREET Communications Toronto & London, UK bstreet.ca (yah, it’s mobile friendly) + Chair CMA Mobile Task Force

(thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)

Laptop sales are down 50%

Other tablets

Wap vs. App What is a marketer to do? VS

What we’ll cover in the next 36 minutes (thanks Michael for eating into my time)
A few updated Canadian Mobile stats
Apps
Waps
Our recommendation
Questions

Critical Mass has been reached Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA 75% in 2009 93% by 2012 NOTE: Broadband is about 75% penetration

Not just for teenagers anymore… Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA + ~5% for 2010 >

~35 Billion text messages sent in 2009
SMS is now ubiquitous Based on published Canadian Wireless Communications Association (CWTA) stats Over 2 billion SMS messages forecasted on shortcodes in 2010 ~55 billion in 2010 forecasted

Smartphones are HOT!
About 5 million Canadians are accessing the mobile web through their mobile device
6 of the top 10 best selling phones are touch-based smart phones
25% of all new Canadian mobile sales in Q2 09 were smartphones. That rose to 47% in Q3 09.
55% of Canadians have indicated that they are looking to upgrade their mobile phones over the next 6 months

Social is Mobile. Mobile is Social The average Mobile user spends 295.1 minutes on Facebook, viewing 269 pages and averages 8.3 usage days per month! In a month, the average PC user spends 274.7 minutes on Facebook and averages 12.2 usage days! Source: comScore, Inc., Mobile Metrix, United States, July 2010 Source: comScore Inc., United States, Persons: 2+, All Locations, July 2010 ~ =

comScore Inc. M:Metrics US – October 2009 http://www.insidesocal.com/tomhoffarth/archives/2009/06/if-this-is-the.html

Mobile is a WOM accelerator
35% of Canadian teens aged 13-18 have bought a product because the brand allowed them to interact with it - IMI International, July 2010
64% of Canadian teens aged 13-18 have bought a product because it was recommended to them - IMI International, July 2010

What does this mean? (to marketers) http://www.grzegorzmilos.com/blog/?p=30

(hint: great and crappy shopper marketing experiences will be shared immediately) http://www.gdirectory.org/articles/article-2.html

He probably just tweeted or updated his facebook status… and wait until you see the “tip” he’s leaving on foursquare! http://www.callcentrehelper.com/call-centre-qa-coping-with-angry-customers-223.htm

How the new TV audience tunes in: by platform
Base sizes:
Total=1823
TV Only=1183
Online Only=105
Both TV/Online=535
‘ The future of original TV Viewing and the new digital consumer’ was a survey conducted by comScore in December 2009

(presented at last year’s presentation)

App stores… More than Apple. Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg

Can you believe it?
Android app downloads now around 1.8 billion total
Blackberry users downloading 1.5 million apps per day on average
40% increase from previous quarter
Nokia Ovi users downloading 1.4 million apps per day on average
Microsoft Windows Mobile 7 looks promising & huge installed dev base for future App development

Should you build an App?
Nielsen survey found that games were the most popular apps, followed by music, food and entertainment, news and weather, social networking and maps and navigation.
Eighteen to 29 year olds made up 44 percent of apps users

Soccer Frenzy Developed by: Mobile Fringe

Weather Network (‎15.7MM on Mobile Web & 87.9MM on Apps. TWN + MM Sept. 2010, BTW)

Buzz worthy – nobody ever talks about a great mobile website they just saw!
Allows you to build a richer experience without impacting data speeds / charges
Allows you to take advantage of native phone features
Features can work offline
Can become a great extension of your brand attributes
5 Advantages to an App

Try sending a consumer to an App from a QR / 2D bar code!
Most consumers will not use your App more than once unless you offer true utility
It’s expensive (especially with Canadian budgets) to build multi-platform – even single platform can cost more than a mobile website…
Not great for shopper marketing – consumers want info or enter contests right away
Harder to drive mobile media to an App
5 Disadvantages to an App

Wap (Actually, nobody really calls it that anymore)

Relationship Status of the Mobile web… it’s complicated

Wap, Web, or Full Web?

Can work on 100% of devices (without spending 6x the dev cost)
Experience can be optimized to the highest common denominator
Easier to drive to mobile web vs. drive to mobile App from mobile advertising networks or for QR codes or txt to web
More intuitive shopper marketing experience
You can update your mobile website all the time without forcing the user to download a “new version”
5 Advantages of mobile web

Disadvantages of the Mobile Web
Nobody really talks about that AMAZING new mobile website – so not as great in generating awareness
Optimizing for all devices can be time consuming and expensive
Although thanks to webkit we are seeing great experiences, generally Apps have better UX
You can’t access all device hardware features through the mobile web (although GPS works)
You can’t really charge for access to a mobile website

So… Wap or App? VS

What does this mean?

The future of mobile is the mobile web http://www.frogdesign.com/images/dattoos_cs_1.jpg

… but there will always be a place for Apps that offer great utility http://blog.appboy.com/2009/12/10-best-free-mobile-apps-of-2009/

Let’s continue the conversation… @phryl – twitter My Mobile & Interactive Marketing Blog burningthebacon.com More about who I work for: bstreet.ca (mobile enabled!) Phil Barrett (.mobi) VP Digital & Mobile BSTREET Communications Toronto & London, UK ‏ + Chair CMA Mobile Task Force & Vice Chair of CMA Digital Council

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Wap vs App - marketing magazine "future of mobile event" oct 2010

by Phil Barrett on Oct 13, 2010

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Wap vs App - marketing magazine "future of mobile event" oct 2010 — Presentation Transcript