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Decision making in the mobile ecosystem
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Decision making in the mobile ecosystem

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Decision Making in the Mobile Ecosystem

Decision Making in the Mobile Ecosystem

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  • 1. The Holistic Portfolio:Decision Making in the Mobile Ecosystem
  • 2. Mobile Phone PurchaseWeb About 110,000,000 results (0.21 seconds) About 110,000,000 results (0.21 seconds)Shopping About 3,130,000 results (0.53 seconds)Shopping About 3,130,000 results (0.53 seconds)Maps 36 suggested stores (within 1 mile radius)Maps 36 suggested stores (within 1 mile radius)If you purchase a mobile on a 24 month contract in a developed market, 2 yearslater up to 80% of the products you come to view may be different. The pace ofchange will refresh manufacturers’ portfolios of devices, whilst digital mediafragments the number of information sources you can use to research yourIf you purchase a mobile on a 24 month contract in a developed market, 2 yearspurchase.later up to 80% of the products you come to view may be different. The pace ofchange will refresh manufacturers’ portfolios of devices, whilst digital mediafragments the the developed world aresources you can use choosy, consulting theConsumers in number of information used to this; they’re to research yourpurchase. of sources they have at hand. Brand plays a more prominent role inwide varietythe emerging world, where aspirations can be played to successfully.Consumers in the developed world are used to this; they’re choosy, consultingthe wide variety of mobile banking andat hand. Brand plays a more prominentSocial networking, sources they have navigation grew globally during 2010.role in the emerging world, where aspirations can be played to successfully. bePartnering with content brands and offering access to these new services willkey in 2011.Social networking, mobile banking and navigation grew globally during 2010.Partnering with content brands and offering access to these new services willbe key in 2011.
  • 3. As markets mature, consumers tend to consult a wider number of sources – a result of higherreliance on digital touchpoints and previous experienceSOURCES OF INFORMATION CONSULTED WHEN LOOKING TO BUY A MOBILE PHONESource: Mobile Life: GTI 2011 MATURE EMERGING TIER 1 EMERGING TIER 2Speak with Friends / Colleagues 38 51 76 Online Blogs / Forums 15 9 2 Internet Consumer Review 31 13 3 WORD OF MOUTH Store Displays 37 42 51 Speak with Store Staff 34 39 50 Manufacturer Website 27 13 8 Network Provider Website 25 13 5 Telecoms Retailer Website 17 7 4 POINT OF SALE Promotions 21 17 11 Newspapers 11 14 23 TV 7 15 36 Contact Service Centre 3 7 3 MARKETING / ADS Previous Experience 34 18 20
  • 4. Handset and network brands hold strong equity in emerging markets, but as markets develop,content and apps along with OS gain momentumIMPORTANT FACTORS IN PRODUCT DECISION MAKINGSource: Mobile Life: GTI 2011 MATURE EMERGING TIER 1 EMERGING TIER 2 Brand of Headset 44 70 86 Model of Headset 38 44 78 Look and Feel of Device 53 41 29 Operating System 32 32 19 Input Method 41 22 10Access New Features / Services 31 18 28 Accessories Available 19 15 25 Brand of Network Provider 27 26 53 Content and Applications 32 34 16
  • 5. Social networking, mobile banking and navigation services are seeing strong growth in 2011USAGE OF SERVICES 2010 2011Source: Mobile Life: GTI 2011 Download Ringtones 29 26Download Caller Tunes 24 23 Download Graphics 23 22 Download Music 21 22 Download Apps 16 20 Download Games 17 19 Social Networking 12 19 Stream Music 0 17Watching Social Video 10 15 Mobile Banking 9 14 Navigation 8 13 Location Services 9 12 Blogging 8 12 Download TV / Video 11 12 Watch Live TV 9 12 Subscriptions 9 12 Stream TV / Video 0 11 Mobile Wallet 6 10 Speech to Text 0 9
  • 6. Content brands that offer multiple services through a single portal hold potential to gain equityby piggybacking consumer behavioursUSAGE AND DEMAND FOR SOCIAL NETWORKING SERVICES - % Currently doing Would like to doSource: Mobile Life: GTI 2011 Send Messages to Friends 63 12 Check Status of Friends 62 11 Receive Messages From Friends 60 12 Update Status 57 11 FACEBOOK Look at Other People’s Photos or Videos 40 17 Upload Photos or Vidoes 38 21 Play Games 26 18 Stream Content (Music, Videos, Games) 17 20 Check in Your Location 9 17
  • 7. To find out more, please contactFiona Buchanan Joe Webb Ryan VersfeldSector Development Manager Development Planner Research ExecutiveTNS Global Technology TNS Global Technology TNS Global Brand Equity Centret: +61 3 8862 5975 t: +44 (0)20 7160 5942 t: +27 21 657 9696m: +61 40 476 4896 m: +44 (0)7764 272315 e: ryan.versfeld@tnsglobal.come: fiona.buchanan@tnsglobal.com e: joseph.webb@tnsglobal.com