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Mobile Telephone Market Segments

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Presentation to the eMarketing Team at CDC. Bottom Line: Moving from demographics of users to user behaviors as they relate to mobile phones as a segmentation scheme.

Presentation to the eMarketing Team at CDC. Bottom Line: Moving from demographics of users to user behaviors as they relate to mobile phones as a segmentation scheme.

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  • 1. The Mobile Telephone User Market Presentation to the CDC eMarketing Division 18 December 2008 R. Craig Lefebvre, PhD Research Professor, George Washington University School of Public Health and Health Services
  • 2. The CDC Opportunity
    • The pervasiveness of mobile telephones creates new ways to reach people before and during pandemics.
    • Three critical questions are:
      • Who should be priority audiences for these mobile communications activities?
      • What are the target behaviors to initiate, increase, decrease or avoid?
      • What type of messages, services and/or applications should CDC offer through this media?
  • 3. Mobile: The 7 th Media
  • 4. The 7 th Mass Media Channel
    • 1 - first personal mass media
    • 2 - permanently carried media
    • 3 - always-on mass media
    • 4 - built-in payment mechanism
    • 5 - at the point of creative inspiration
    • 6 - accurate audience
    • measurement
    • 7 - captures the social context of media consumption
    Tomi T Ahomen. Communities Dominate Brands blog, 2 May 2008.
  • 5. Mobile Phones in December 2008
    • Worldwide there are about 800 million cable/satellite TV subscribers.
    • 850 million registered automobiles.
    • 950 million people use PCs.
    • 1.2 billion fixed landline phones.
    • 1.3 billion access the internet.
    • There are about 1.4 billion TV sets in use.
    • 1.5 billion people carry at least one credit card.
    • The total worldwide mobile subscriber base is 3.95 billion (46% of world population has a mobile phone).
  • 6. Eighty percent of the world’s population now lives within range of a cellular network – Sara Corbett, NYT Magazine 7 Apr 2008
  • 7. Who Uses It in the US?
    • Estimated 270 million cell phone subscribers
    • 40% use SMS (75 billion txt msgs sent monthly)
    • 44% of people use their mobile as their main camera
    • 34.6 million use mobile Internet services
    • By 2009, every US mobile subscriber will have a SMS-enabled phone; 98% will be web-enabled
  • 8. Mobile Penetration of US Households (Source: CTIA, 2008)
  • 9.  
  • 10. Mobile Data and Communication Activities: Age Source: Pew Internet & American Life Project Survey, December 2007, n=1,704 for those with cell phones or PDAs. Margin of error is +/- 3 points. Survey conducted in English
  • 11. Mobile Phones and Tweens (ages 8-12; N=20 million)
    • 46% have them
    • Safety is the primary reason parents give
    • Average age when they get them is between 10 and 11
    • 55 percent of them send text messages
    Source: Nielsen's Mobile Kids Insights survey (September, 2008)
  • 12. “ They’d send me a text saying, ‘Have papa come pick me up,’ and I couldn’t open it,” she said of her granddaughters. “They finally told me I had to learn.”
  • 13. For English-speaking Hispanics, the cell phone is an oft-used and multifaceted device – more so than is the case for white or black Americans.
  • 14. Mobile Data and Communication Activities: Race & Ethnicity Source: Pew Internet & American Life Project Survey, December 2007, n=1,704 for those with cell phones or PDAs. Margin of error is +/- 3 points. Survey conducted in English.
  • 15. What features do you want in a new mobile phone?
    • text messaging (73%)
    • accessing the Internet (61%)
    • email capabilities (63%)
    • camera (67%)
    • music (34%)
    • video capability (33%)
    Source: ACCESS Systems, 2 July 2008.
  • 16.  
  • 17. The Rush to the Mobile Web
    • In the first 12 days following launch, sales of the iPhone 3G were nearly double levels achieved in AT&T's 2007 iPhone launch.
    • AT&T wireless revenue growth of nearly 15% to $11 billion in Q2 2008 was driven by solid subscriber gains and a greater number of customers choosing more advanced smartphones and integrated devices, spurring increased usage of data services.
  • 18. Mobile Phone Segments Michael Mace. The shape of the smartphone and mobile data markets. MobileOpportunity blog, January 2007 .
  • 19. Mace: Mobile Phone Markets
  • 20.  
  • 21.  
  • 22. SAMSUNG Mobile Segments Style, Multimedia, Infotainment, Business, Connected and Essential
  • 23. World’s Leading Mobile Content Categories
    • Music downloads - $12B
    • Gaming - $10B
    • TV and video - $10B
    • Social networking - $9B
  • 24. Mobile Convergence
  • 25. A Language of Consumer Centricity
    • Search
    • Proximity
    • Recommendation
    • Links
    • Discovery
    • Currency of information
    A Moore. The glittering allure of the mobile society. November 2008.
  • 26. The Mobile Society
    • Roles
    • Life Enablers
    • Life Simplifiers
    • Life Navigators
    • Tools for
    • Collaboration
    • Commerce
    • Discovery
    • Entertainment
    • Education
    • Information exchange
    • Networking
    • Social identity
    Primary source: A. Moore, The glittering allure of the mobile society. November 2008.
  • 27. Focus on the relationships that social media tools facilitate, not the tools themselves. . "
  • 28.